This document provides tips and strategies for using various publicity and marketing tools, with a focus on websites and social media. It discusses criteria for effective websites, content management systems, design trends, press kits, and the importance of integrating online and offline efforts. Specific social media platforms like Facebook, Twitter, YouTube, and Pinterest are examined, along with other tools like e-newsletters, apps, and analytics. The overall message is that a multifaceted approach incorporating various media can help organizations succeed at publicity.

1. How to Succeed at Publicity
Without Really Trying
Daniel Zillmann
Director of Press and Public Relations, Santa Fe Opera
Holly Hickman
Consultant, Up Tempo Marketing
Joyce El-Khoury
Soprano and former Santa Fe Opera Apprentice
Download at www.slideshare.net/hollychickman

2. Print/
e-brochures
Website
Direct mail
Web &
e-mail
marketing
Online
fundraising
Public &
media
relations
Social Media
Videos/
podcasts/
mobile/
live
streaming
Blog
Facebook
Twitter
YouTube
Other
TV/radio

3. Criteria for Websites
 Easy to navigate
 Easy to keep updated
 Easy to add functionality
 Utilizes dynamic content
 Content is easy to share
 Reflects your unique brand
 Provides a central clearinghouse for
all online information about you
 Links to social media channels

4. Seth Godin’s Website Questions
 Who are you trying to reach?
What outcomes will occur?
 Are you earning permission to follow-up?
 Do you want people to help spread the
word with social media tools?
Side note—Seth Godin books to read:
 Poke the Box
 Linchpin: Are You Indispensable?
 Purple Cow: Transform Your Business by Being Remarkable
 Tribes: We Need You to Lead Us

5. Web Content Management
Systems (CMS)
 WordPress
 Joomla
 InstantEncore.com ($50/month)
 Wix.com ($16/month)
 KultureShock.net ($20/month)
 Benefits include template
designs, browser interface
(anyone can update), modules
and plug-ins to enhance
functionality, either free
or inexpensive

6. Top Web Design Trends
 Big text/bold messages
 Big photos (full screen backgrounds)
 Motion/animation to support storytelling
 Responsive design across devices
(smartphones, tablets, etc.)
 “Flat design” - simple illustrations,
quick to load

11. Press Kits
 Well-written biography (not too long)
 Consider both full and short versions of your bio
(be your own editor)
 Professional photos – both headshots and in action,
casual and formal. (Must be high-resolution, 300-dpi,
and somewhat recent)
 Close-ups and photos with a background
(think website images)
 Reviews and quotes
 Audio and video content
 Press release(s), résumé, repertoire list
 Contact info
 Hard copy and electronic versions

12. What is social media?
Online tools that support:
 Participation
 Openness (no barriers)
 Conversation (two-way)
 Community (common interest)
 Connectedness (sharing)
~from “What is Social Media?” e-book

13. Communications Media vs. Social Media
~What’s Next in Media? by Neil Perkin

14. Social Media Steps
 Listen
 Engage
 Create Social Content
 Generate Buzz
 Build Community
 Link all of this to offline activity
~from Beth Kanter, Social Media Principles for Performing Arts

15. Social Media Tips
“Social media is a commitment,
not a campaign.”
~Joe Jaffe

16. Online relationships
complement offline
relationships – they
can’t replace them

17. Don’t use
Marketing Speak –
be authentic,
honest
Sharing, not selling

18. Don’t be the kind of friend who
only calls when you need a
couch moved.
~Tweeted from Project Audience

19.  You’re a subject matter expert in ________
 Share your expertise!

20. Social Media Tools
 Facebook – www.facebook.com
 Twitter – www.twitter.com
 LinkedIn – www.linkedin.com
 YouTube – www.youtube.com
 Flickr – www.flickr.com
 InstantEncore – www.instantencore.com
 Pinterest – www.pinterest.com
 Instagram – www.instagram.com
 AddThis – www.addthis.com
 TweetDeck – www.tweetdeck.com
 Yelp – www.yelp.com
 FourSquare – www.foursquare.com
 SoundCloud – www.soundcloud.com
 Google+ – plus.google.com
 Tumblr – www.tumblr.com
 Vine – www.vine.co
 Snapchat – www.snapchat.com
 Reddit – www.reddit.com
 StumbleUpon – www.stumbleupon.com
 Pandora – www.pandora.com
 Last.fm – www.last.fm
 Squidoo – www.squidoo.com
 MeetUp.com – www.meetup.com
 Digg – www.digg.com
 Del.icio.us – www.delicious.com
 Twitalyzer – www.twitalyzer.com

21. Other Tools
 Instagram
• The power of pictures – photos are the most liked
type of content on Facebook
• 200 million users
• #hashtags
 Pinterest
• 70 million users; 56 million are women
• Online portfolio
• Strengthen your brand
• “The world of…” —
Create a mood with pictures and quotes

22. www.pinterest.com/santafeopera
www.pinterest.com/mnopera

23. Other Tools
 E-newsletter
• Share your website content
• Keep in touch
with your circle of influence
Smartphone/tablet apps
• Marketing is becoming
mobile-based
• Mobile-friendly version of
your website delivered to
people’s pockets
Available on iTunes

24.  Provide easy ways for people to share your information
so they can post to Facebook,
retweet, email, embed
 AddThis/ShareThis

25.  Use search.twitter.com to listen,
keep your finger on the pulse
& track trends
 Use bit.ly to shorten URLs and then
track click-throughs/response
 Use Google Analytics (www.google.com/analytics)
and Facebook Insights to analyze results
 Consider using FB Advertising to grow page likes and
boost posts – inexpensive, effective and trackable

26. Importance of Integration
“You can have the greatest social web
presence ever, but if people follow it back
to your website and can’t find what they
need, it’s going to be a failed effort.”
~The Social Media Maze, InsideHigherEd.com

27. Ways to Save $
Online printers: OvernightPrints.com –
take advantage of special offers
 MailChimp is free for e-mail marketing, if fewer than 2,000
email addresses
Web Hosting: GoDaddy.com (less than $100/year)

28. Homework
 Brainstorm an integrated campaign for yourself
where you would use print/direct mail, website,
e-mail, YouTube, Facebook, Twitter and
other social media channels
How could this campaign be interactive,
rather than one-way?

29. When it becomes clear
that no one else shares
your level of passion,
you are where you belong.
~Placido Domingo
www.uptempomarketing.com
www.twitter.com/HollyCHickman