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Social Media Marketing for Artists and Entrepreneurs

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This is for all artists and entrepreneurs with limited resources like time and money, to understand what to do for their product/artwork, where to get their fans and which social media platform to use for their marketing. This presentation is best accompanied with my audio at http://youtu.be/ofeRTSXyUNI
The deleted slides are from WEARESOCIALSG (searchable on slideshare)

Special thanks to my patrons at https://www.patreon.com/evacomics

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Social Media Marketing for Artists and Entrepreneurs

  1. 1. Social Media Marketing EVACOMICS © 2015 Evangeline Neo, Evaworks Pte Ltd http://www.eva.sg
  2. 2. Evangeline Neo (Eva) Introduction Bachelor of Fine Arts (BFA), 2007 Academy of Art University, San Francisco, CA, USA Masters in Business Administration (MBA), 2013 Waseda University, Tokyo, Japan Drawing webcomics for 8 years. Self-published first comic book in 2014: Worked full-time at NYP for 5 years. Singaporean who speaks English, Chinese and Japanese (N1).
  3. 3. 73,000 Facebook likes with NO ADS and NO SUPPORT from major companies. 100% organic Introduction EVACOMICS
  4. 4. Strategy
  5. 5. Fanbase Build & engage fans, constantly. Review performance. Strategy Target Target your customers & know which social media channels they are using. Create Execute the plan & create content for Target audience. Niche Analyze yourself to find your niche area. NTCF Framework © 2015 Evangeline Neo, Evaworks Pte Ltd 1 2 34
  6. 6. Step 1: Niche • Must develop niche area to stand out from competition (DIFFERENTIATION) • To find niche area: – Have special skill/knowledge? – Topic that you are passionate about – Identify what you tend to do or where you hang out (both offline and online) – What you want to do © 2015 Evangeline Neo, Evaworks Pte Ltd Strategy > NTCF Framework
  7. 7. SWOT Analysis Strategy > NTCF Framework > Step 1: Niche STRENGTH WEAKNESSES OPPORTUNITIES THREATS Many times Strength is also Weakness.
  8. 8. SWOT Analysis (Evacomics) STRENGTH • Social Media Marketing skill • Experience living in Singapore, US and Japan • English, Chinese and Japanese language capability • Cute & attractive comics WEAKNESSES • Lack of funding • Lack of fame • Lack of editing & publishing support OPPORTUNITIES • Target Japanese market: Comics that teach English. • Target foreigners who are interested in Japanese culture • Target Japanese who are interested about how foreigners view Japan. • Target foreigners who are interested in Singapore. • Social media advertising for Japan-related products & services THREATS • Competition from other artists about experience living in Japan and other FB pages about Japan • Sensitivity to religious, racial or other controversial topics • Plagiarism Strategy > NTCF Framework > Step 1: Niche
  9. 9. Step 2: Target • Define who your target readers/customers are (can be geographic, age, interest, income, lifestyle, etc.) • Understand what they might be interested in and where they hang out (offline & online) • Find out which social media channels they use. © 2015 Evangeline Neo, Evaworks Pte Ltd Strategy > NTCF Framework
  10. 10. Which Social Media Platforms? • Select based on your target audience. • Selection criteria: – Number of active users (is platform popular?) – User interface to match your content – Geographical reach – Type of users who are using the particular platform (can be demographics by age/gender or behavior) Strategy > NTCF Framework > Step 2: Target © 2015 Evangeline Neo, Evaworks Pte Ltd
  11. 11. Facebook, Twitter, Google+, Instagram… CONTENT NOT PERMITTED FOR PUBLIC RELEASE.
  12. 12. Twitter, Facebook, MIXI… CONTENT NOT PERMITTED FOR PUBLIC RELEASE.
  13. 13. © 2015 Evangeline Neo, Evaworks Pte Ltd Audiences Behavior Style Growth Potential Twitter Mass public Mainly for news consumption or obtain live updates from celebrities. Short text, one image Likely to slow. Google Plus Mass public (early adoptors & creatives), majority Male. Tech savvy & creative because of YouTube, Blogger, etc. user generated content. Works like Facebook but without the bugging ads Likely to be around for a long time to fight with Facebook. Active users increase with smoother integration with YouTube and Blogger. Instagram Mass public, majority young & Female Enjoys posting OOTD, daily life & travels. Square photos & short video clips Likely to increase. Pinterest Mass public, majority from US & Female. Enjoy interesting images & certain amount of vanity. A virtual board with pinned images. Likely to increase with links to online shops where people can purchase the item on the photo. However growth limited to US. Tumblr Young Americans teens The cool place to be where parents aren’t checking. Reciprocal, prefer direct, straight to the point message & mainly images. A blog with simple interface, lots of images and minimum text. Likely to decrease. Teens may move on to other places after they grow up. Acquisition by Yahoo & increasing ad placements might steer existing users away. Smackjeeves Majority Americans and Europeans who love to read comics. Are loyal to the comics that they subscribed to. Custom comic pages where readers can subscribe. Click next to navigate the pages. Likely to remain as is. The Duck Same as Smackjeeves. Same as Smackjeeves. Same as Smackjeeves. Likely to remain as is. Tapastic Americans who love to read comics. Are loyal to the comics that they subscribed to. They are also open to cuter style of Asian comics with varied themes. Scrolling style of reading comics. Likely to grow because it allows fans to do regular contributions to their favorite artists, encouraging popular artists to establish presence there. Side by Side Comparison Strategy > NTCF Framework > Step 2: Target > Which social media platforms?
  14. 14. Step 3: Create • Create accounts at respective social media channels – Short and easy to remember names – Same ID if possible (for branding) • Link them up at your website/blog. • Consider writing articles or make videos to establish yourself as the expert in that niche area. • Post and monitor. © 2015 Evangeline Neo, Evaworks Pte Ltd Strategy > NTCF Framework
  15. 15. Facebook’s “High Quality Content”* • Is this timely and relevant content? • Would you share it with friends or recommend it to others? • Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content) • Would you complain about seeing this content in your News Feed? *Source: “News Feed FYI: Showing More High Quality Content,” Varun Kacholia, Facebook for Business, 24 Aug 2013, https://www.facebook.com/business/news/News-Feed-FYI-Showing-More-High-Quality-Content, accessed 25 Jul 2014. Strategy > NTCF Framework > Step 3: Execute
  16. 16. What this means? • Improve content • Interact more with your fans • Post stories that encourage comments/shares • Diversification to other social media platforms/advertising (e.g. TV ads, email newsletters, etc.) © 2015 Evangeline Neo, Evaworks Pte Ltd Strategy > NTCF Framework > Step 3: Create
  17. 17. Best time to update Source: “Asia-Pacific Content Consumption Trends,” Outbrain, Jan 2014, http://www.outbrain.com/apac-content-consumption-report, accessed 24 Jul 2014. Strategy > NTCF Framework > Step 3: Create CONTENT NOT PERMITTED FOR PUBLIC RELEASE.
  18. 18. Best time to update (SE Asia) However, this means more competition too. You can also try updating at other times to test if your audience is around. Strategy > NTCF Framework > Step 3: Create
  19. 19. Step 4: Fanbase • Initial fanbase is very important to influence others and convert “fence-sitters” to fans. • How to get fans: – Friends – From other FB pages, Blogs or Forums where your target audience might hang out in. • Make them feel important, they are your Brand Ambassadors! Thank them after events! © 2015 Evangeline Neo, Evaworks Pte Ltd Strategy > ATEF Framework
  20. 20. How do you know it’s working? © 2015 Evangeline Neo, Evaworks Pte Ltd • When people who are not your friend starts following you • Set your own benchmark or against competitors of similar content/industry • KPI will change (depending on platform’s algorithm, type of posts, etc.) Strategy > ATEF Framework > Step 4: Fanbase
  21. 21. Results • Increase in commissioned work and sponsorship • Patreon campaign • Invitations to talks & demo • Published in Indonesia by Elex Media, part of Gramedia, a major publisher in Indonesia. © 2015 Evangeline Neo, Evaworks Pte Ltd
  22. 22. 8 Personal Tips 1. Experiment with different contents & posting time until you find more strangers liking your page & posts. 2. Reply your fan comments (preferably in a witty manner). 3. Craft interesting captions & use #tags 4. Update regularly if possible (with good content) 5. Avoid sharing your posts on your personal FB all the time. 6. Imagine you are the viewer, will you be interested? 7. Do not keep on asking what your fans would like to read. 8. Have a website/blog that is mobile-friendly. © 2015 Evangeline Neo, Evaworks Pte Ltd
  23. 23. Disclaimer • There is no ONE METHOD for everyone. • Validate if solutions are suitable for you and try to see if they work. © 2015 Evangeline Neo, Evaworks Pte Ltd
  24. 24. Recommended Readings • Social Media Examiner • Social Media Today • We Are Social • “Socialnomics: How Social Media Transforms the Way We Live and Do Business” (2012) by Erik Qualman © 2015 Evangeline Neo, Evaworks Pte Ltd
  25. 25. Thank you! 谢谢! ありがとうございました! © 2015 Evangeline Neo, Evaworks Pte Ltd www.patreon.com/evacomics AND GOOD LUCK!

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