A deck we presented for a group of fine artists to help them market themselves on digital platforms including Instagram, Pinterest, Facebook, Linkedin and YouTube. Includes best practices on increasing audience development, ROI, SEO, Likes, Followers, Engagement, Video best practices, AdWords and more!
2. ABOUT LUKE & HASTINGS
20 Years in entertainment, branding, production & marketing for fortune 100 companies
Producer and/or director of 200+ music videos
Branding & Marketing campaigns for Viacom, Nickelodeon, Calvin Klein, Maybelline, Doritos,
Microsoft, Huffington Post, AOL, Dr. Pepper, Esquire, SONY, Conde’ Nast, Hearst
Head of Digital Production @ Major League Gaming & World Wrestling Entertainment
Built YouTube Strategy for Complex Media & Martha Stewart Living Omnimedia
Hastings Digital currently manages 1 Million followers across social.
Responsible for 20 Million ad impressions, 4 Billion video views & 15 Million subscribers on
YouTube
YouTube certified / Google AdWords Partner
Current Clients Include: University of California, Irvine, Mercy College, Deepak Chopra, Marshall
Goldsmith, Lisa Loeb, Gartner, CEB, Anthem Media, US Ski Team,
3. PLATFORMS
Show of hands:
• Who is on Facebook?
• Any Facebook “Fan Pages” or “Business Pages”?
• Who is on Linkedin?
• Who is on Twitter?
• Who is on Instagram? As an artist or personal?
• Who is on Pinterest?
• Who is on YouTube? Vimeo?
• Who is on Tumblr? Snapchat? Reddit? Google+, Google
AdWords? Others?
4. SOCIAL MEDIA
Social media are computer-mediated technologies that allow the creating and
sharing of information, ideas, career interests and other forms of expression via
virtual communities and networks.
In 2016, 78 percent of
U.S. Americans had a
social media profile,
representing a five
percent growth compared
to the previous year.
According to estimates,
the number of worldwide
social media users
reached 1.96 billion and
is expected to grow to
some 2.5 billion by 2018.
5. WHAT PLATFORM IS
BEST FOR MY BRAND?
Instagram:
Instagram has become one of the Internet’s most popular social
networks. The photo-sharing service is a great platform for
urban artists to show their work and for followers to get hooked on
peeking into their creative process.
Enabling artists to present their works to a diverse and large
audience and allowing a direct communication with the collectors,
Instagram is becoming more popular as a means for showcasing fresh
artworks and often acts as an art dealer.
ARTISTS ON SOCIAL:
Most Followed Artists on Instagram:
http://www.complex.com/style/2016/10/artists-to-follow-on-instagram/
toyin-odutola
http://www.highsnobiety.com/2016/05/24/best-instagram-artists/
6. YOUTUBE
• By 2025, half of viewers under 32
will not subscribe to a pay-TV
service
• In an average month, 8 out of 10
18-49 year-olds watch YouTube
• On mobile alone, YouTube reaches
more 18-49 year-olds than any
broadcast or CABLE TV network
• You can navigate YouTube in a total
of 76 different languages (covering
95% of the Internet population)
• PewDiePie, real name Felix
Kjellberg, is the highest earning
YouTube star. He has over 43
million subscribers, and last year
earned $12 million before tax in
2015
• Owned by Google
• YouTube is the world’s
second largest search
engine and third most visited
site after Google and
Facebook
• 300 hours of video are
uploaded to YouTube every
minute
• There are 3.25 billion hours
of video watched each month
• More than half of YouTube
views come from mobile
devices
• The average mobile viewing
session lasts more than 40
minutes
7. BRANDING
Consistent branding and voice is key:
There are many elements that go into a brand—both visually
and through you messaging—but ultimately what it becomes
is your promise to your followers.
10. PINTEREST
By The Numbers:
• Total Number of Monthly Active Pinterest Users: 150 million
• Number of Pinterest Users from the US: 70 million
• Number of Pinterest Users from Outside US: 80 million
• Total Number of Pinterest Pins: 50 billion+
• Total Number of Pinterest Boards: 1 billion+
• Pinterest Market Value: $11 Billion+
• There are over 75 billion ideas on Pinterest
Pinterest Demographics:
• 81% of Pinterest users are actually Females.
• 40% of New Signups are Men; 60% New Signups are Women.
• Millennials use Pinterest as much as Instagram.
14. MARKETING STRATEGIES OVERVIEW
The Three Marketing pillars:
1) Positioning: Define brand, messaging & value proposition. Who do you want to be?
2) Content Strategy: Establish platform strategy, posting cadence (how many times per day/week),
editorial content strategy, R&D, partnership strategies (what your peers are doing where and how you
can engage), PR strategy.
3) Growth - Organic & Paid: Audience Development (see next page) & Investment in growth on
social media via organic and paid to increase credibility. Large numbers = high credibility and greater
impact. Establishment of goals & benchmarks.
YOUR
BRAND
POSITIONING
CONTENT
GROWTH
15. TENTPOLES
• Events (openings, River Arts tours)
• New Work, Book Releases
• Holidays (Valentines, Halloween, Xmas, Passover)
• News & Zeitgeist (current events, politics, museum shows,
gallery openings, sports, science & nature, viral videos/
memes, awards shows)
• Trends: https://trends.google.com/trends/
• Personal Recognition: Articles, press, shareability
18. OUR 8-PRONGED
DIGITAL TOOLSET
Comprehensive marketing strategies should encompass
most - if not all - of the following.
Organic Outbound:
Consistent quality
content - on a schedule
with engagement by the
brand
Paid Audience
Development & SEO:
Targeted spend on
Twitter, FB, LinkedIn,
YouTube, Facebook,
AdWords more.
Strategic
Partnerships:
Others in the space
who can partner on
YOUR behalf.
Content strategy
1. What already exists
vs.
2. What needs to be
created.
On location/
Ambassador
Live, in person, real-
time promotion.
Zeitgeist / Current
Events
Contributing to and
participating in the the
digital conversation -
#’s, trends.
Google AdWords &
Email Marketing
Press and PR
19. EDITORIAL CALENDAR & POSTING STRATEGY
Informational
(who we are what we
do – the definition of
YOU)
Inspiration
(who do I admire, who are
my heroes, followers,
following, likes, loves)
Entertaining & Fun
(what am I working on –
what do I love – what
makes me cool and
followable)
Call To Action
(Like me, follow me,
buy me)
20. TRAFFIC DRIVING
STRATEGIES
Brand Awareness:
A strong Platform Strategy to
build a NEW audience
Audience Engagement:
Great content consistently
posted & shared to keep them
coming back
Audience Development:
Using organic & paid media to
reach your target audience
Call To Action:
Strong sell to create
conversions
Conversions &
ROI
21. Relevant
Content
That is uniquely and
inherently sharable and
represents the brand:
Thought leadership,
blogging published work,
quotes from great
leaders, great career
advice, video,
infographics,
exciting visuals, memes,
news, upcoming events
and more.
Sharing /
Partnering
Re-tweeting, engaging, liking,
following, partnering on
content (backscratching) with
friends and family, partners,
potential partners, peers,
wanna’ be’s, heroes and
even the competition.
This includes monitoring
accounts for positive and
negative sentiment, engaging
with the audience and
capitalizing on those with
larger and differing
audiences from ours.
How We Do This: A Four Pronged Approach
Why Follow?
What makes your brand
a brand you want to
follow?
What makes it great and
smart and interesting and
newsworthy and quotable
and funny and cool and
fearless and badass?
Let’s get some “Likes and
“LOVES!”
Call To Action
The “call to action” is where we
use all of the last three pieces
to illicit a conversion. The
audience knows the brand.
They know we have great
content and are respected (just
look at those numbers!).
Now is the time to push the
conversion – be it a sign up for
more info, attendance of a
seminar or buying a book – we
can now direct them to where
they need to be to make a
simple and direct buy.
24. AUDIENCE STRATEGY
& RESULTS
1. Audience #1
Core followers in the ARTS community, who are highly likely to participate —> high
conversion rate to applicant, easier to reach via organic means. This is your core
audience that will follow/convert without paid means.
2. Audience #2 (informed by analytics & targeting)
New audiences outside YOUR traditional reach, who would be highly engaged and
interested in the product (but they don’t know you yet). They will discover you via
paid social, an extended network of ARTISTS using press, partnerships and other
sponsored activity.
24
25. POTENTIAL
AUDIENCES
Your
Current
Audience
Potential Audience Potential Audience
Potential Audience
Potential Audience
1.9 Billion Active Users
YouTube said 1 billion unique users were
now visiting the video-sharing website
every month, or nearly one out of every two
people on the Internet.
600 Million Active Users
300 Million Active Users
26. FACEBOOK TARGETING – BOOSTING CAMPAIGNS
Name of campaign
Demographics
Location
Potential Audience reach
Targeting
Targeting
Budget
Duration
27. MEASUREMENT
Metrics of success (KPI’s)
• Social: Impressions, engagement, growth (likes, followers)
• AdWords: Impressions, goals
• Video: Views & watch time & retention, subscriber growth on YouTube
• Email: reach, open rate
• ROI: conversion from reach to click to purchase / overall spend vs. above
Tools:
• Analytics Dashboards include Google analytics report, ad words performance, social
metrics, spend vs. results. Weekly & Monthly reports.
A 300% increase in social following & activity in 6 months with zero
spend is possible.
With significant Ad spend increases of 10-20x above + Conversions &
ROI are possible.
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