More Related Content Similar to Promoting the Arts with Social Media—Successfully! Similar to Promoting the Arts with Social Media—Successfully! (20) More from Michael Powers (6) Promoting the Arts with Social Media—Successfully!3. On the Web
• museyroom.com
• twitter.com/mjpowers
• www.slideshare.net/michaelpowers
• www.linkedin.com/in/mjpowers
Copyright © 2012 Michael Powers
4. IUP on Social Media
Facebook 18,802 Fans
Twitter 2,465 Followers
344,383 Views
YouTube
344 Subscribers
LinkedIn 1,599 Followers
Copyright © 2012 Michael Powers
5. What I’ll Cover
1. Strategy: Why Social Media?
2. Tactics: How to Do Social Media
3. Measurement: Succeeding with
Social Media
Copyright © 2012 Michael Powers
6. 0 About You
Copyright © 2012 Michael Powers
8. How many of you
use
social media in
your personal life?
Copyright © 2012 Michael Powers
9. How many of you
use
social media for
professional
reasons?
Copyright © 2012 Michael Powers
10. Strategy:
1 Why
Social
Media?
Copyright © 2012 Michael Powers
14. Yes, Social Media Is
More than
Facebook 526,000,000
active users
More than
Twitter 140,000,000
active users
More than
YouTube 800,000,000
visitors per month
Copyright © 2012 Michael Powers
16. Keep in Mind
• You don’t have to do it.
• You don’t have to do every social network
• Social media is not free—it takes time. It can
take a lot of time.
Copyright © 2012 Michael Powers
17. If You Do It, Figure
1. What you really want to do
2. Who you need to talk to do that
3. If those people are on social media
Copyright © 2012 Michael Powers
18. What Do You Really
Want to Do?
• Get people to events?
• Find gigs?
• Sell paintings?
• Get feedback/inspiration?
• Reach out to more people?
Copyright © 2012 Michael Powers
19. You aren’t in the
social media
business
Copyright © 2012 Michael Powers
20. Who Do You Need
to Talk To?
• How many?
• How much will each contribute?
• The 1,000 True Fan Theory:
1,000 Fans × $100/year = $100,000
http://www.kk.org/thetechnium/
archives/
2008/03/1000_true_fans.php
Copyright © 2012 Michael Powers
21. Are They on Social
Media?
Copyright © 2012 Michael Powers
24. IF...
• You think your potential fans are on social
media
• You think you have the time
• Go for it.
Copyright © 2012 Michael Powers
25. Tactics:
2 How to Do
Social
Media
Copyright © 2012 Michael Powers
26. Some Assumptions
• You have a computer
• You are online
• You can make or have someone make a
website
Copyright © 2012 Michael Powers
27. Preview of Part 2
Foundation: Your Website
Blogging
YouTube
Facebook
Twitter
Other Services, What’s Next
Copyright © 2012 Michael Powers
29. Foundation: Your
• Where do people go when they Google you?
• Where do they go when they hear about you
on Twitter?
• Where do they go to get your whole story?
Copyright © 2012 Michael Powers
30. Foundation: Your
• Where do people go when they Google you?
• Where do they go when they hear about you
on Twitter?
• Where do they go to get your whole story?
Your Website
Copyright © 2012 Michael Powers
31. Hub and Spokes
Website
Others Twitter
Copyright © 2012 Michael Powers
32. Spokes
• Build one spoke at a time
• Learn one social network at a time
• Join and join in
Copyright © 2012 Michael Powers
33. Every Network Is
• Audiences have different goals
• News? Friends? Jobs? Learning?
Entertainment?
• Social conventions are different:
• Twitter: share up to 22 times per day
• Facebook: share 0-1 times per day
Copyright © 2012 Michael Powers
34. For All Networks
• Quality of relationships is often more
important than number of followers.
• What’s more valuable:
• 5,000 fans who have blocked your messages
or
• 1,000 who support you?
Copyright © 2012 Michael Powers
35. Always Remember
• You are making real relationships. It takes
time and effort
• Don't just sell, sell, sell
• Share
• Offer something of value: create it or share
what others do
Copyright © 2012 Michael Powers
36. Always Remember
• Don’t become “spam” for your followers
• Post with the right frequency
• Converse: Talk and encourage conversation
• For second and later spokes: Use the same
icon and username
Copyright © 2012 Michael Powers
38. Blogging
• A bit old school, but:
• Your blog can double as your website
• Blog posts give you something to share and
talk about in other social media
Copyright © 2012 Michael Powers
39. But...
• To blog effectively, you need to be able to write
things people want to read
• And you need to produce them regularly
Copyright © 2012 Michael Powers
40. If You Blog
• Start with a free service, like Wordpress.com
• Find, follow, and read similar blogs
• Link to and interact with those blogs
• Allow and respond to comments
Copyright © 2012 Michael Powers
41. Example: Do the
• Blog from Ethan Iverson,
pianist for jazz trio The Bad
Plus
Copyright © 2012 Michael Powers
42. What He Does
• Interviews with other musicians
• Analysis and criticism of music
• Responds to what similar blogs are doing
• Responds to comments from readers
(monthly)
• No regular schedule, but 8-12 posts per month
Copyright © 2012 Michael Powers
44. Why YouTube?
• It’s free
• Makes it easy to get video on the web
• You can embed them on your own website
• They work on smart phones
• Give current fans something to share about you
• New fans can find you through your videos
Copyright © 2012 Michael Powers
45. YouTube Basics
• YouTube account is called a “channel”: it
shows all of your uploaded videos
Copyright © 2012 Michael Powers
46. YouTube Basics
• Videos are limited to 10 minutes, 59 seconds
• Use iMovie or Windows Movie Maker
• Technical quality can be less than pro (but
have good content)
• Don't violate copyright (YouTube notices
copyrighted music)
• Fill out all the fields when you upload
Copyright © 2012 Michael Powers
47. What Videos Do
• How to do things
• Previews
• Performances
• Events (you can create a slideshow of pictures)
Copyright © 2012 Michael Powers
49. Once you have
them, use those
videos in other
social media
venues
Copyright © 2012 Michael Powers
51. Make a Page
• Don’t use your own profile
• Don’t make a group
• Pages are meant for
promotion:
• www.facebook.com/pages/
create.php
Copyright © 2012 Michael Powers
52. Why a Page?
• Profile • Groups
• Limited to 5,000 • Meant for sharing
friends amongst a group.
• Does not provide • Members get tons
in depth stats of (annoying)
notifications
Copyright © 2012 Michael Powers
53. Setting Up Your
• Fill out all the slots
• Your page name is permanent after you reach
100 fans
• You can choose a URL after 25 fans
• Add some pictures
Copyright © 2012 Michael Powers
54. What to Post
• Your own content • Ask questions,
answer questions
• Performances
• Photographs • Content people can
use (how-tos can
(people can tag
work great)
friends)
• Videos (including • What do people
read? Check your
YouTube)
stats
Copyright © 2012 Michael Powers
55. What to Post:
• Event invites can be • You can create
very insistent, so use events with your
with care Facebook page, but
invites come from
• If you would send a you personally
paper invite, go for it
• Use in addition to
other means
Copyright © 2012 Michael Powers
56. How Often to Post?
• According to DanZarrella.com
• Post every other day
• Saturday is a good day to post
• So are mornings
• www.slideshare.net/HubSpot/the-science-of-
timing
Copyright © 2012 Michael Powers
57. How Often to Post?
• According to DanZarrella.com
• Post every other day
• Saturday is a good day to post
• So are mornings
• www.slideshare.net/HubSpot/the-science-of-
timing
Copyright © 2012 Michael Powers
64. Promote your page
• Mention it everywhere
• Website
• Print materials
• E-mails
• Could use paid ads, but I haven’t seen them to
be very effective yet
Copyright © 2012 Michael Powers
71. Twitter: Social
• The 140 character
limitation is somehow
compelling
• It’s a bit of a secret
language
• Currently growing among
younger people
Copyright © 2012 Michael Powers
72. Set up your profile
• Twitter name (shorter is better)
• Location
• Website
• Bio: 160 chars
Copyright © 2012 Michael Powers
73. Start w/ Twitter on
• Follow people
• Getting followed
• Mentioning/replying
• Retweeting
• Hashtags
Copyright © 2012 Michael Powers
74. What to tweet
• Your own content • Pictures
• Performances • Send out news & links
• Photographs • OH: overheard
• Videos (YouTube • #FollowFriday
links)
• Repost things (on
• Ask questions, answer Twitter, things are gone
questions in 5 minutes)
• Content people can use • Up to 22× per day
Copyright © 2012 Michael Powers
76. What They Do
• Converse with fans (a lot)
• Post videos
• Make announcements
Copyright © 2012 Michael Powers
77. Get a Good Twitter
• Twitter has good ones
• Tweet deck is popular
• Hootsuite is great for orgs
Copyright © 2012 Michael Powers
78. HootSuite
• Have lots of accounts
• Share social media duties
• Preschedule things
• But—costs money
Copyright © 2012 Michael Powers
80. Similar to What
• MySpace
• Flickr
• Vimeo
• Tumblr
Copyright © 2012 Michael Powers
81. What’s Next?
• Who knows? But these
might be interesting
• Foursquare
• Kickstarter
Copyright © 2012 Michael Powers
82. Measurem
3 ent:
Succeeding
with
Copyright © 2012 Michael Powers
86. These are
“Key Performance
Indicators” or KPIs
Copyright © 2012 Michael Powers
88. Measure Exposure
# of
Followers/ Raw number 18,355
Fans
+0.78%
% Change in This Week’s Fans ÷
since last
Fans Last Weeks Fans - 1
week
People who’ve seen
Reach 38,234
your post
Copyright © 2012 Michael Powers
89. Measure Awareness
Number of clicks on a
Engaged Users 129
post
(Engaged Users +
Virality Talking About This) ÷ 4.01%
Reach
Click Response
Clicks ÷ Posts ÷ Fans 0.56%
Rate
Copyright © 2012 Michael Powers
90. Measure Motivation
Visits to website
Visits to
driven by social 234
Website
media
Sales Made, Pledges
Conversions 32
Made, Tickets Bought
Conversion Conversions ÷
13.7%
Rate Visits to Website
Copyright © 2012 Michael Powers
Editor's Notes Hi, my name is Mike Powers\n Currently Interim Director of Communications.\nLater this summer I’ll become Director of Electronic Communications\nPlay in a band, which I sometimes promote\n\n Have a very infrequently updated blog at museyroom.com\n\nThe slides from this presentation will be up at my website later today.\n Higher Ed is where I've spent most of my time, but we have a lot in common\n•We've got 23,000+ fans/followers on social media\n•I'll be using what we do here at IUP as an example from time to time\nWe’ve been doing social media actively since 2008. There are a lot of similarities between social media for higher ed and for arts promotion.\n •❑Introduce ourselves\n•❑Social Media strategy: why should you be on social media?\n▼❑Social Media tactics: how to actually use it\n•❑In general\n•❑Some specific services\n\n \n Really, I don't know.\n\nArtists? Art promoters? Teachers?\n\n Social media = Facebook, Twitter, LinkedIn, YouTube, many others\n\n If people do it, how effective do they think it is?\n \n \n \n Your board probably wants you on social media.\n \n \n Social media can eat your lunch. It takes time. Decide what you want to do before diving in deep.\n \n \n \n \n \n \n http://www.pewinternet.org/Infographics/2010/Generations-2010-Summary.aspx\n \n \n I'm not going to cover that here. Sorry.\n \n \n \n Your website is usually where you make the sale: get them to an event, get them to buy, or get them to donate\n \n \n \n \n \n \n \n Do you have a “blogging personality”?\n \n \n \n \n \n \n \n \n \n \n \n \n Lets you keep personal and public a bit separate\n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n Mention the dot\n \n https://twitter.com/#!/tmbg/status/76751336208728064\n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n