Contenu connexe Similaire à Promoting the Arts with Social Media (20) Plus de Michael Powers (6) Promoting the Arts with Social Media1. Promoting the Arts
with Social Media
Michael Powers
June 6, 2011
Copyright © 2011 Michael Powers
3. IUP on Social Media
Facebook 13,755 Fans
Twitter 961 Followers
168,641 Views
YouTube
223 Subscribers
Copyright © 2011 Michael Powers
4. On the Web
• museyroom.com
• twitter.com/mjpowers
• www.slideshare.net/michaelpowers
• www.linkedin.com/in/mjpowers
Copyright © 2011 Michael Powers
5. What I’ll Cover
1. Strategy: Why Social Media?
2. Tactics: How to Do Social
Media
Copyright © 2011 Michael Powers
6. 0 About You
Copyright © 2011 Michael Powers
8. How many of you use
social media in your
personal life?
Copyright © 2011 Michael Powers
9. How many of you use
social media for
professional reasons?
Copyright © 2011 Michael Powers
10. 1 Strategy: Why
Social Media?
Copyright © 2011 Michael Powers
13. Yes, Social Media Is Big
More than 500,000,000
Facebook
active users
Twitter 175,000,000 accounts
YouTube 390,000,000 visits per day
Copyright © 2011 Michael Powers
15. Since You’ll Probably Do It
Anyway...
• 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 © 2011 Michael Powers
16. If You Do It, Figure Out
• What you really want to do
• Who you need to talk to do that
• If those people are on social media
Copyright © 2011 Michael Powers
17. What Do You Really
Want to Do?
• Get people to events?
• Find gigs?
• Sell paintings?
• Get feedback/inspiration?
• Reach out to more people?
Copyright © 2011 Michael Powers
18. You aren’t in the social
media business
Copyright © 2011 Michael Powers
19. 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 © 2011 Michael Powers
20. Are They on Social Media?
Copyright © 2011 Michael Powers
22. IF...
• You think your potential fans are on social
media
• You think you have the time
• Go for it.
Copyright © 2011 Michael Powers
23. 2 Tactics: How to
Do Social Media
Copyright © 2011 Michael Powers
24. Some Assumptions
• You have a computer
• You are online
• You can make or have someone make a
website
Copyright © 2011 Michael Powers
25. Preview of Part 2
Foundation: Your Website
Blogging
YouTube
Facebook
Twitter
Other Services, What’s Next
Copyright © 2011 Michael Powers
27. Foundation: Your Website
• 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 © 2011 Michael Powers
28. Foundation: Your Website
• 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 © 2011 Michael Powers
29. Hub and Spokes
YouTube Facebook
Website
Others Twitter
Copyright © 2011 Michael Powers
30. Spokes
• Build one spoke at a time
• Learn one social network at a time
• Join and join in
Copyright © 2011 Michael Powers
31. Every Network Is Different
• 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 © 2011 Michael Powers
32. 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 © 2011 Michael Powers
33. 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 © 2011 Michael Powers
34. 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 © 2011 Michael Powers
36. 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 © 2011 Michael Powers
37. But...
• To blog effectively, you need to be able to write
things people want to read
• And you need to produce them regularly
Copyright © 2011 Michael Powers
38. 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 © 2011 Michael Powers
39. Example: Do the Math
• Blog from Ethan Iverson,
pianist for jazz trio The Bad
Plus
Copyright © 2011 Michael Powers
40. 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 © 2011 Michael Powers
42. 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 © 2011 Michael Powers
43. YouTube Basics
• YouTube account is called a “channel”: it
shows all of your uploaded videos
Copyright © 2011 Michael Powers
44. 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 © 2011 Michael Powers
45. What Videos Do You Make?
• How to do things
• Previews
• Performances
• Events (you can create a slideshow of pictures)
Copyright © 2011 Michael Powers
47. Once you have them, use
those videos in other
social media venues
Copyright © 2011 Michael Powers
49. 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 © 2011 Michael Powers
50. 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 © 2011 Michael Powers
51. Setting Up Your Page
• 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 © 2011 Michael Powers
52. 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 © 2011 Michael Powers
53. What to Post: Events
• 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 © 2011 Michael Powers
54. How Often to Post? When?
• 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 © 2011 Michael Powers
55. How Often to Post? When?
• 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 © 2011 Michael Powers
60. 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 © 2011 Michael Powers
61. Ex. Keweenaw Family Music
• Posts about music, teaching,
upcoming events
Copyright © 2011 Michael Powers
67. Twitter: Social Media Darling
• The 140 character
limitation is somehow
compelling
• It’s a bit of a secret
language
• But—of 175,000,000
accounts, how many are
active?
Copyright © 2011 Michael Powers
68. Set up your profile first
• Twitter name (shorter is better)
• Location
• Website
• Bio: 160 chars
Copyright © 2011 Michael Powers
69. Start w/ Twitter on the Web
• Follow people
• Getting followed
• Mentioning/replying
• Retweeting
• Hashtags
Copyright © 2011 Michael Powers
70. 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 © 2011 Michael Powers
72. What They Do
• Converse with fans (a lot)
• Post videos
• Make announcements
Copyright © 2011 Michael Powers
73. Get a Good Twitter App
• Twitter has good ones
• Tweet deck is popular
• Hootsuite is great for orgs
Copyright © 2011 Michael Powers
74. Hootsuite
• Have lots of accounts
• Share social media duties
• Preschedule things
• But—costs money
Copyright © 2011 Michael Powers
76. Similar to What We’ve Seen
• MySpace
• Flickr
• Vimeo
• Tumblr
Copyright © 2011 Michael Powers
77. What’s Next?
• Who knows? But these
might be interesting
• Foursquare
• Kickstarter
Copyright © 2011 Michael Powers