This presentation covers over some of the popular social platforms for artists and musicians. This is a 101 presentation that will walk you through the setup and basic social media. In this presentation we cover: - What is social media - How to create a social media strategy - Facebook Marketing 101 - Twitter Marketing 101 - Instagram Marketing 101 - Setting up Google+ - YouTube Marketing 101 - Creating viral content Any questions please contact me at Katt@KattStearns.com

1. Social
Media 101
For
Developing
Artists

2. WHAT WE
WILL
COVER
The Value of Social Media
Creating a Social Strategy
Optimizing your Social Chanels
Social Media Best Practices

3. A Little About Me...

4. Living The Dream

6. Helping Businesses Make Sense of Social
Certified Social Media Director
Certified HootSuite Professional

7. It is a social
world...

12. the new search...

13. What is social media?

14. 12 Social Media Categories
Monitoring Tools (Google Analytics)
•Publishing Tools (Blogging/ Wordpress)
•Social Networking Sites (Facebook)
•Micro Blogging (Twitter/ Tumbler)
•Widgets (Social Sharing)
•Collaboration Tools (Wikipedia)
•Photo/Video Sharing (Flickr, YouTube)
•Personal Broadcasting (Pod Casts)
•Social Commerce (Amazon)
•Location Based Tools (4 Squares, Facebook Places)
•Social Bookmarking (Digg, Stumble Upon)
•

15. Your Website is Your Hub

16. How is social media
changing marketing?

18. The Value of Social Media
•
Listen to your fans
•
Hear what people are saying about your music and shows
•
Build like and trust
•
Inexpensive way to share your message - TIME
•
Story tell your message in many different ways

19. Your Own
Jimmy Pattison Group

20. There is one main
reasons why Social
Media is so powerful.

21. Brand Advocates
Invest in your brand’s success
Defend your company
Align with your core values
Spread your message

22. CREATING YOUR
SOCIAL STRATEGY

24. Social Strategy 101
1. Why do you want to be on social media?
2. Who is your ideal audience?
3. What does your audience care about?
4. Where are they hanging out online?
5. What are you going to talk about?
6. What are your goals and objectives?
7. Measure, adjust and repeat.

25. NameChk.com

26. WHAT IS THE BEST
TYPE OF
CONTENT?

27. CONTENT IS KING
BUT CONTEXT IS
QUEEN AND SHE
RULES THE ROOST!

28. LOOK AT WHAT
YOU ARE
CURRENTLY DOING
AND THINK HOW
YOU CAN MAKE IT
SOCIAL!

29. Find the sweet spot
between engagement
and sales.

31. THE
LARGEST
SOCIAL
PLATFORM

32. Facebook Facts
•
Founded in 2004
•
1.19 Billion (with a “B”) users
•
73% of users access Facebook on a mobile device
•
Average person spends 55 minutes on Facebook
•
23 of those minutes are spent in the news feed
•
1 of every 5 page views in the United States is on
Facebook

33. Why is Facebook such
a powerful network?

37. PERSONAL PROFILE
VS FAN PAGES
VS GROUPS

38. FACEBOOK PROFILE
PEOPLE
FACEBOOK GROUPS
FACEBOOK PAGES
BRANDS

39. BRAND/FAN
PAGES

40. Cover Photo Pic 851x315 pixels

43. Add upto 12 Custom Tabs

44. WooBox: Twitter, YouTube and Instagram

45. ReverbNation: music, shows, bio and video

46. THE POWER OF LIKE

48. 14% will trust what you say about your brand.
80% will trust what someone else says about your brand.

49. Does every Facebook
post get seen by every
fan of your Facebook
Page?

53. Making the most of
your posts.

54. SCHEDULING
View in activity log

55. TAGGING

56. HIGHLIGHTED POSTS
Pin to Top

57. PRINCIPALS
OF FAN
ENGAGEMENT

58. #1 Story Tell With Images

59. PicMonkey

60. #2
Ask Questions

61. #3 Connect with Fans

62. Photo Caption

63. #4
Remove the
Auto
Populated
Image With
Links

64. 78% of daily Canadian an US users are mobile.
Source: Tech Crunch 2013

68. #5
CLEAR
CALLS
TO
ACTIONS

70. Calls to action include:
LIKE
WATCH
COMMENT
RESPOND
ANSWER BELOW
ENTER
CLICK
SUBMIT
VISIT
DO YOU AGREE
(YES/NO)
SHARE

71. #6
USE
COVER
PHOTOS
Cover Photo Pic 851x315 pixels

78. #7
RUN
FACEBOOK
CONTESTS

79. Ideas for Facebook Contests:
Comment on a photo.
Answer a question.
Like a post.
Share a post.
Post on your page.
Tag a post.

80. Facebook Analytics

86. DAILY
Facebook Strategy
1. Post a mix of compelling & engaging content (2-5 posts)
2. Like and reply to all comments
3. Engage with 5 - 10 other pages
WEEKLY
1. Review Facebook analytics
2. Pin to top and highlight one post
3. Promote one Facebook post

87. TWITTER

88. Twitter Facts
•
Founded in 2004
•
190 Million unique Twitter signins monthly
•
40% of people that sign in don’t tweet
•
The little blue birds official name is Larry (after Celtics
player Larry Bird)

89. What Is Twitter?

90. Optimize Your Profile
Username/ Twitter handle
(15 characters long)
Avoid using numbers
Can change your Twitter
handle at anytime.

91. Optimize Your Profile
• Have
a stong photo that reprsents your brand.
• 160 character bio: Who you are, what you do, how you can help
and what your passionate about.
• Include a link to your website

97. How to Find Followers
1. Artists and industry leaders
2. Your fans and fans of other artists
3. Others with your interests and passion
4. Performances, mailing list and other social chanels.
5. People that follow you
Twitter Rule: Max to follow is 2,000 until your followers are
within 10% (1,800)

103. MANAGE YOUR FOLLOWING

107. The Tweet
Public message for all your followers to see.
Characters remaining

108. @ Reply
@TwitterHandle: Reply directly to a particular
follower for all that follow both of you to see.

109. Public Tweet
@ Reply

110. ReTweet
ReTweet what someone else has tweeted to all of
your followers.
Asking followers to “Please RT”: 12x higher
Asking followers to “Please ReTweet”: 23x higher

111. ReTweet
Share a tweet with all your followers using
someone elses image and name.

112. ReTweet
A quote tweet sends a RT to all of your followers
using your name and image.
Use “MT” if you need to modify the originl tweet.

113. Direct Message
A message sent privately to a specific follower
like a text message.
You must both be following one another to send
direct messages.

114. Twitter Best Practices
•
Headline, link, #tag
•
Leave 20 characters in your tweets so others can RT
•
RT other peoples content not just yours
•
Add comments to other peoples tweets
• Respond
• Shorten
• Don’t
to people that RT and show you love
links in tweets to proide more characters
link your tweets to Facebook

115. What to Tweet
•
Pictures, videos and links
•
Share quotes, thoughts or questions
•
Help connect with the locals in a new town/city
•
Tweet the latest news/updates (CCMA’s/ JUNO’s)
• Tweet
from live events and performances
• Connect
•
with fans and other industry influencers
Support fello artists and talents
• Have
fun and tweet your personality

116. You Never Know Who is
Listening

117. TWEETS

118. Linking to Facebook

120. Sharing the Moment

121. Use Spaces in Your Tweets

122. One Call To Action

123. Link to Instagram

124. Thank People Publicly

125. Creating Twitter Lists
Keep yourself and your followings organized by
creating Twitter lists.
(Public, Private and Followed)

130. Creating #TAG
Follow topics, searchable, amplify meaning,
keywords, trending, promote and brand.

133. TWITTER
STRATEGIES

134. “THANK YOU” IS THE
MAGIC WORD

138. RUN TWITTER
CONTESTS

140. CONTESTS FOR SUCCESS
•
Run more than one contest
•
Train your followers what to do
•
Have a stong #tag
•
Tweet multiple times throughout the day
•
Thank participants
•
Announce the winner publicly

141. Hootsuite

142. Bitly.com

143. DAILY
Twitter Strategy
1. Tweet 5-10 times daily
2. Reply and thanks new follower and RT’s
3. Follow new people every day (add to lists)
WEEKLY
1. Share other content on Twitter (video, blog etc.)
2. #FF your most engaging followers
3. Review and unfollow fake accounts

144. INSTAGRAM

145. Instagram Facts
•
Founded in October 2010
•
130+ Million unique users
•
Over 40 million photo’s uploaded daily
• 100%
mobile platform
• Can’t
link out of Instagram
•
15 second video microsharing
•
Owned by Facebook

146. What is the value in
Instagram?

147. A picture is worth a
thousand words.

148. It is the new...
It’s a consumption medium that makes you both the
photographer and the feature.

149. Tell your story in pictures.

152. Use the same name, profile
image and bio as your
Twitter account.

158. Share images with other
platforms sparingly.

161. Most Popular Filters
•
Lo-fi (14%)
•
Valencia (12%)
•
Rise (12%)
• Amaro
(11%)
• Hudson
(9%)

163. Followers+

164. Photo Editor

165. Flipagram

166. InstaCollage
FrameMagic

167. Sneak Peak

168. Instagram Best Practices

173. Popular #Tags
•
#ManCrushMonday
•
#SelfieSunday
•
#MM or #MusicMondays
•
#NowPlaying

174. Instagram Strategy
DAILY
1. Post an image every day or 2
2. Use spaces and #tags
3. Like and comment on other posts
4. Follow 5 - 10 new account
WEEKLY
1. Unfollow accounts
2. Review most popular posts

175. GOOGLE+

176. Google+ Facts
•
Launched in 2011
•
Over 500 million unique users
•
Required to access all Google products
• Strong
SEO factor

192. DAILY
Google+ Strategy
1. Post 1 - 3 images daily (Facebook)
2. Respond to comments
3. Follow back any new followers and add to circles
WEEKLY
1. Review engagement

193. YouTube

194. YouTube Facts
• Owned
• 2nd
by Google
largest search engine
•
Video is 23% more likely to show up in Google search
•
92% of YouTube views are on mobile devices

195. Video builds instant like and trust between
you and your fans.
Video is the next best thing to meeting in person

196. Profile linked from your Google+ account

197. Profile linked from your Google+ account

202. Max Channel Art size: 2560 x 1440

203. Managing Your Channel

204. Create Playlists

205. • Video
blogs
• Original
• Covers
music

206. Tips on shooting a video ...
- Have 5 times the amount of energy
- If you make a mistake laugh at yourself on camera and keep going
- Speak to one person by using “You” and “We”
- Have a clear call to action
- Right background: clean, no distractions
- Right location: out doors/ office
- Right lighting: have the light in-front of you
- Right camera: iPhone, Android, FlipCam or Canon
- Right sound: hearing you is more important then seeing you
- Right Clothing: Avoid stripes, logos and same colour as background
- Just be yourself and people will love you

207. Video Script ...
- Video Intro (Have the same intro every time 3-6 seconds) (optional)
- Acknowledgement (Hey it’s ___, Hey what’s going on, Hello)
- Hook (What are you going to talk about)
- Value (deliver the WIIFM Educate, Inspire, Entertain)
- Call to action (Subscribe, Comment, Like, Click here)
- Tell them WHAT to Do (say it)
- Tell them WHY to Do it (point to it)
- Tell them HOW to do it (have an Annotation)
- Outro Video (Optional – Can also include an intro)
- Bloopers (optional)

208. Editing Software
- Windows: Windows Media Player (free)
- Mac iMovie (free with all Mac’s)
Screen Capturing
- Camtaisa (www.techsmith.com)
- Screen Flow
- JING (www.jing.com) only 5min clips
Outsourcing
- Odesk (www.odesk.com)
- Fiverr (www.fiverr.com)

209. Save the video file in your name

213. Optimize Video
1. File saved with keyword
2. Strong title
3. Strong description
4. Include call to action
5. Include links to website and other social chanel
6. Click here to subscribe

216. Click to Subscribe
http://youtube.com/subscription_center?add_user=YOURNAMEHERE

217. YouTube Strategy
DAILY
1. Respond to any comments on channel
2. Share videos on various social sites
WEEKLY
1. Upload video
2. Optimize title, description and tags
3. Review analytics

218. How to Create Viral
Content?

219. Charlie Bit My Finger
What does a fox say

220. There is no secret
formula but there are
some factors that will
help...

221. Evoke Emotion

222. Element of Surprise

223. Timing & Distribution

224. Social Media Review
1. Know your target audience
2. Identify your main social platform
3. Set objectives and goals (subcriptions, down loads)
4. Plan your content and campaigns
5. Have one objective with each piece of content
6. Use calls to actions, photo’s, video and short links
7. Focus on the engagement to build like and trust
8. Measure your success
9. Have fun and don’t be afraid to try something new

225. What one platform will
you focus on for the
next 30-days?

226. What are 3 actions steps
you will focus on?

227. Focus on how do I
make their life better
rather than trying to
interrupt them with
your message.

228. THANK YOU!
Katt Stearns
/KattStearns
@KattStearns