Social Media Attitude Adjustment - NEW Arts Council

Social Media Attitude Adjustment
The MarketingSavant Group
www.marketingsavant.com

Social Media Channels + 888.989.7771
dana@marketingsavant.com

26 Concepts to Engage Your Audience
with Social Media

The MarketingSavant Group 888.989.7771

After-Event Slides & Resources

• The slides and resource links are available
electronically after the event:

www.marketingsavant.com/newarts


3

Agenda
• Inbound & Email Marketing
• Social Media Tools
– Facebook
– Twitter
– Blogs
– YouTube
– LinkedIn
– Pinterest
• 26 Tips for Social Media Success (ABCs of Social)


Don’t Commit Random Acts of
Social Media Marketing!


News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers

Infographics
Comment Marketing

Social Networks
Online Video
INBOUND MARKETING!
Forums (AKA “free” traffic sources) Webinars

Social Bookmarking Word of Mouth

Direct/Referring Links Podcasting

Type-In Traffic Q+A Sites

http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

Build Your Email List

• Ensure opt-in
opportunities at the
website
• Conduct a touch point
review
– Online touch points
– Offline touch points

Source: http://www.intersectionconsulting.com/tag/touch-points/


Construct winning e-mails 7

• Attention
• Interest
• Desire
• Action


Using the Right Tools

• Create Your Fan Page

• Share Great Links on

• Publish Great Content on Your

• Use to Tell Your Story with Video

• Boost Your Profile

• Amplify Your Art with

Acquire the Skills

• The 2 pillars of social media
– Content - Content - Content
– Building Relationships
• The habit of using Social Media daily
• How to engage with your followers
• How to build your personal brand
• How to measure results from Social Media
communications

Facebook Pages
• Publish content that naturally
encourages click-throughs or
creates discussion.
• Powerful way of engaging
customers, community, etc.
• Many options for sharing content
and media
• Connect it to your blog for a
constant flow of content
• Directly message & connect with
supporters around important
issues


12

Basic Facebook Navigation
 Personal profiles are for people
 Business pages are for celebrity, band, business or organization
 Groups are sponsored by an individual for specific topics
Personal Profile Business Page Group
o You can friend others o Visible to unregistered o Must have a personal
users profile
o You can “Like” a page • Can be indexed for
• Invitations can be
o Cannot use profile for SEO value
open to the public or
• Reputation
business management value closed
o Allows for “vanity” o Allows you to send
URL bulk invite to friends
o Can create events • Opportunity for
o Post messages that
o Can tailor to specific message to go viral
will be read by your needs o Does not support
“friends” • Over 500,000 applications
Facebook and 3rd party
o Create events applications o Can create related
o Share content, o Can promote with event and invitation
photos and video social ads o Cannot promote with
o Send private email o Offers Visitor statistics social ads
o Allows multiple o No visitor statistics
administrators not available (at this
attached to a profile time)
o Discussions
o Discussions


Facebook Communication Strategy

• Build an active wall • Use calls to action
– Encourage people to Like your page – Well designed, clear calls to action
– Monitor and participate in the – Market Facebook outside Facebook
comments on your Wall • Use photos
• Re-purpose content – Show off unique items at each gallery
– Post useful, interesting content from – Show the “behind the scences”
various sources, regularly
– Show events, awards, etc.
• Encourage experiential marketing – Post pictures of you at work
– Use welcome tabs
• Use video
– Deliver a unique experience!
– Post recording of shows, inter
– Experiment
– Interview your customers
• Use ads to drive traffic • Integrate off-line marketing
– Upcoming shows, new pieces, – Other media ads and content
exhibits, etc.


Do the Facebook Combo
Page + Events + Ads + Fans = Success


Create a Proper Landing Page
Create Microsite Tabs


Run Facebook Photo Contests

RETURN ON Imagery

Twitter for artists
• Establish a pattern of consistency in your
tweeting strategy
• Keep your “it is all about them” hat on
when tweeting
– RT other people’s stuff
• Follow social media best practices
– Follow those that follow you but maintain
balanced follower to following ratios –
recommend 1.25 to 1 or less
– Engage: Proactively and in response to RTs
(retweets) and SOs (Shout Outs)
• Tweet consistently and set up a good
maintenance schedule
• Measure which content resonates best
with your audience


What Is Twitter Good For ?

• Building Community- creating a strong community of followers that
ultimately help raise awareness, visibility and affinity for your business
• Media Relations – share updates, initiatives, ideas and relevant stories with
your local media on twitter
• Customer Relations - using Twitter to successfully engage with customers
who need regular updates
• Events - driving attendance to exhibits locally or out of town
• Early Alert – alert customers to new pieces, shows, exhibits, other new
items added, changes in schedule or other hot topics
• Branding & Awareness - employing Twitter in creative ways to increase
awareness around a specific event and for your business in general
• Fundraising - using Twitter to spread the word about important causes and
benefits that you’re participating in


Build Your “Blog Hub”

• One place where your
content is housed
• Contains real substance,
not just links
• “Connectable platform”
(Wordpress, Typepad)
• You online home base


Create Useful Content
• Instructional - Instructional posts tell • Lists - One of the easiest ways to write a post
people how to do something. I find that is to make a list. Posts with content like ‘The
Tips posts are generally the ones that are Top Ten ways to….’, ‘7 Reasons why….’ ‘ 5
among my most popular both in the short Favorite ….’, are not only easy to write but are
term usually very popular with readers and with
• Informational - This is one of the more getting links from other bloggers.
common blog post types where you • Interviews - Sometimes when you’ve run out
simply give information on a topic. It could of insightful things to say it might be a good
be a definition post or a longer idea to let someone else do the talking in an
explanation of some aspect of the niche interview (or a guest post). This is a great way
that you’re writing on. This is the crux of to not only give your readers a relevant
successful sites like Wikipedia. expert’s opinion but to perhaps even learn
• Reviews - Another highly searched for something about the topic you’re writing
term on the web is ‘review’ - I know every yourself.
time I’m considering buying a new • Case Studies - Another popular type of post is
product that I head to Google and search the case study where you profile a client, a
for a review on it first. Reviews come in all peer, an organization or person that you
shapes and sizes and on virtually every admire either through direct contact or an
product or service you can think of. interview with them or by doing some of your
own benchmarking activity.

Podcasts & Vodcasts

• More human &
emotional than
blogging
• Low investment
• Easy distribution
• Differentiator
• Share more than text


Types of Video

• Photo Montage: This is a set of photos and transitions,
which will most often be accompanied by music or a
voice over. Generally the cheapest option. Think: real
estate videos.
• Q&A: A sort of mini-interview so you can highlight
important points about your art. Easy to produce.
• Documentary Style: A video that covers several areas
of your style or background. Scenes from exhibits, your
studio, maybe even customers.
• Testimonials: Video taken of actual shows and buyers.
Very powerful and inexpensive


Go Daddy VLOG


First, A Bit About Profiles

• Your profile, on any network, is not a resume
• Your profile maps to your goals
– Network, job hunt, sell, attract, influence
• Thou shalt have a complete profile
– 40x more likely to succeed when complete
• Public profiles are productive profiles
– “But what about those creepy Internet
people?”


6 Steps to LinkedIn Success

1. Complete your profile!
2. Join groups &
discussion
3. Connect with
professionals
4. Connect with
customers
5. Ask/answer questions
6. Approach prospects


WHAT IS PINTEREST?
Pinterest is simply a pin-board style photo sharing network.


What is Pinterest?

To Your Business:
Adapted from: pinterest.com/bulentkeles
• A fast-growing and powerful
platform for storing and
sharing your brand’s images
which helps drive traffic to
your company website or
even help sell products.
• A visual self-expression
engine based on the most
viral and shareable content
– images.
Adapted from: pinterest.com/bulentkeles


What Do We Find on Pinterest?
The most popular categories
found on Pinterest,
according to RJ Metrics, are:
• Home (17.2%);
• Arts and Crafts (12.4%);
• Style/Fashion (11.7%);
• Food (10.5%); and
• Inspiration/Education
(9.0%).
Pinterest data
Source: RJ Metrics


Pinterest is Aspirational

What I’m doing now… What I WISH I was doing!


From Realtors to Retailers
How Can Pinterest Help?
• Realtors should be pinning the most
beautiful images of their listings with
notes about the design or unique
nature of the architecture.
• Retailers should be pinning photos of
their products and telling the back
story. Share the details!
• Animal services (vets, groomers,
sitters) should be posting fun pictures
of their animal clients without
referencing their people clients.
• Bloggers and writers use Pinterest as
inspiration for content!


Best Practices on Pinterest
1. Pin from various sources, including re-pins from within the site.
2. Create a few boards that cover a broad range of interests.
3. Show off different facets of your brand personality or values.
4. Share content that’s relevant, valuable & not overly promotional.
5. Include eye catching visuals in your digital assets.
6. Boards should contain enough content to make them worth
following.
7. Be responsive.
8. Add new pins as much as possible.
9. Promote your presence.
10. Monitor. Search for pins about your brand and check what people
are pinning from your site using pinterest.com/source/[URL].
Source: Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide


Social Art Sites

• deviantArt - With over 13 million registered members
and over 35 million unique visitors per month,
deviantART is one of the largest online communities for
artists and art enthusiasts to promote and sell art.
• Behance - The site provides a networking platform for
creative professionals across all industries. Members
can create multi-media portfolios to showcase their
work within the network, as well as on partner sites
and organizations.
• More social sites to sell art: http://bit.ly/IVMfd4


The ABCs of Social Media
26 CONCEPTS TO ENGAGE YOUR
AUDIENCE WITH SOCIAL MEDIA


Assets: Bring Everything You Have 39

to Social Media
Example: Technology Company’s Assets
Example:
Technology 14 Brand families
Company 12,732 Products and services
6 Broad go-to-market themes
42 Industry solutions
6.1MM Web pages
349 Case studies
1,942 Product data sheets
431 White papers
109 Webcasts
31,000 Press articles
219 Events with presence
13 Major sponsorships
432 Active employee blogs
395 Print ads
17 TV spots
421 Major global partners
227 HR initiatives
28 Languages


Take People Behind the Scenes
Ann Handley suggests in her book Content
Rules to use video to show behind the scenes at
your company. “Businesses can show what goes on
in their day-to-day world that people don’t see but
might be interested in. What about showing, for
example, how a popular product goes from concept
to rolling off the assembly line? Something that
seems completely everyday to you could be exciting
and fresh to your fans.”


Compelling Content


Social Media Effort


F-words in Social Media
Friend Follow


Google Loves Social Media


Hijacked Media – Beware!


Incent Social Sharing & Interaction
• ING Cafe in Chicago offered a free cup
of coffee to people who checked in
somewhere nearby their venue.
• This got customers in their door who
may not have known about ING Cafe
or simply hadn’t planned to go there.
• Kraft’s new MiO product, a water
enhancer, gave away free full-sized
samples from their Facebook page.
• Chipotle gave away a free burrito to
people in return for watching a
promotional video.
• Simply put, offering consumer freebies
has been wildly successful in recent
social campaigns.


Facebook is the 2nd Most Popular
Vehicle For Consumer Recommendations


Join the Right Groups


Knowledge Sharing in Social Media


Listen, Listen, Listen


Get Notified!
• Facebook not the only or the
right answer
• Hyper Alerts is the “feature that
Facebook forgot”
• Watch you pages, competitors,
pages you like and pages you
don’t
• Daily digest of updates (vs.
immediate emails)
• Alerts by URL or by FB User
– ASAP, Hourly, Daily, Weekly,
Monthly
– Select your time
– Also alerts on your own content
• http://www.hyperalerts.no


Get Notification all in a
NutshellMail
• Brings all social alerts
into one consolidated
email
• Track Twitter new
followers & un-follows
• Mostly for ‘personal’
use
• http://nutshellmail.com
• Free service


Mix it up Social Networks

Micro Blogs Social Bookmarks


Video/Photo Sharing Content

Blogs


Network Intelligently


Offline Social Skills - Host a Tweetup for Your:
Company/Customers/Industries/Community/Groupies


Publish on Schedule – “1-7-30-4-2-1”
• 1 = Daily
• 7 = Weekly
• 30 = Monthly
• 4 = Quarterly
• 2 = Bi-Annual
• 1 = Annual

Source: FusionSpark Media www.marketingsavant.com
The MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771

Map Out the Publishing Process


Questions: Ask and Answer
Ask Answer


Relationships are Better with
Social Media


Review If They Like You…


Satisfy Customers Through
Social Media


Secure Your Listings
• Secure the top business listings on
directory sites
• “Claim” your business
• Use http://getlisted.org/ to asses your
position
• Focus on the top local listings
• Be careful of what you pay for online
– Superpages
– Yellowpages
– Other scammer nonsense


Selling with Social Media


Turn Your Thinkers Into
Thought Leaders


Understand Your Audience in Social Media


Video Connects Emotionally

• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text


Word of Mouth & Social Media 70

marketer-generated consumer-generated
(Think “funnel”) (Think “megaphone”)

be aware talk
consider form opinion
buy use

word-of-mouth

Social content, networks, and interactions

brand awareness keyword
relative media spending


Social Media Excellence
• Coordination 5 C’s of Social Media Excellence
– Coordination of social media activities creates
excellence. Mastery of media flow is achieved though
deliberate orchestration.
• Commitment
– Commitment means engaging with your environment.
It means deliberately pursuing social interactions.
• Confidence
– Contagious confidence creates social media
excellence. You are interesting, with interesting ideas,
so go tell it on the mountain.
• Comprehension
– Perpetually develop and deepen performance
capacity. Comprehension drives social media mastery
and excellence.
• Cultivation
– Cultivate worthwhile and friendly relationships. Foster
interaction to develop overall well-being, social media
excellence and prosperity.


Zero Excuses!
Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner


Smile if you liked it!

888.989.7771
dana@marketingsavant.com

Thanks You for
Attending!

Social Media Attitude Adjustment
888.989.7771

26 Concepts to Engage Your dana@marketingsavant.com

Audience with Social Media


Social Media Attitude Adjustment - NEW Arts Council

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