This presentation focuses on providing independent artists - writers, visual artists, musicians, designers, etc... - with a foundation for building their own web marketing strategy. This includes developing a platform or website via WordPress and integrating social media channels. This Master Class encourages artists to build and maintain their web presence independently and to

1. Date: Saturday May 25, 2013. TYEE Master Class, Vancouver, British Columbia.
Web Marketing for Independent Artists:
Platforms and Connections
Sean Cranbury |w: seancranbury.com | t: @seancranbury | c: 778-987-8774
Thursday, 30 May, 13

2. Road Map forToday Part One
✤ Introductions and Personal Context.
✤ What is it about the Internet?
✤ What does a strategy look like?
✤ The Authentic Voice, or Being Present.
✤ The Art of Control by Sharing.
✤ Boots on the Ground.
✤ BREAK!
Thursday, 30 May, 13

3. Road Map forToday PartTwo
✤ Group Work Emphasizing Collaboration.
✤ Build a Site from Scratch Using WordPress.
✤ Develop a Post Containing Rich Media and Context.
✤ Create a Simple Strategy: Who/What/Where/Why.
✤ Execute Strategy.
✤ Present Site & Strategy to Class for Brainstorming & Feedback.
Thursday, 30 May, 13

4. Road Map forToday PartThree
✤ Words of Advice From the Experts.
✤ Sharing Crazy Ideas.
✤ Brainstorming About What is Possible, How to Connect, Build
Enthusiasm, Get People to Fall in Love With Your Content & Vision.
✤ How Do You Pay the Rent?
✤ What is ecommerce and how does it work?
✤ How does value-added content work?
Thursday, 30 May, 13

5. WhatThis is All About
✤ The purpose of this Tyee Master Class is to help you understand the
fundamentals of online communications including social media so
that you can control your presence, your content, and your voice in
this space.
✤ Commitment to and constant refinement of your vision (and voice)
online will grow your audience and reputation locally, nationally,
globally.
✤ Leveraging this increased reputation creates new opportunities.
✤ Time + Talent + Curiosity+ Hustle = Recipe for Online Success.
Thursday, 30 May, 13

6. Some Examples of MyWork:
✤ Each of the following websites were built by me using WordPress.
✤ Each serves a different community with some overlap.
✤ Each uses a simple base strategy of: Website, Facebook, Twitter, and
Google Analytics.
✤ Each of these sites has been built, torn down, and rebuilt several
times. With each iteration hopefully improving on the last.
✤ Each will be rebuilt again and again.
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7. Sean Cranbury dot com
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8. Books on the Radio
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9. RealVancouverWriters’ Series
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10. Something toThink About:
✤ The key to a good web marketing strategy is to recognize early that
change and adaptation are your constant companions and that
curiosity, enthusiasm and a sense of humor are essential to your
success.
Thursday, 30 May, 13

11. A Map of the
Internet 01
✤ A global visualization of
worldwide networks.
✤ An immense, ever-expanding
series of connections. Fluid,
bursting with opportunity.
✤ An abundance of creativity
shared globally in real time.
✤ In this context you determine
what local means.
Thursday, 30 May, 13

12. Map of the
Internet 02
✤ Communication hubs: largest
at the top to the least connected
and smallest at the bottom.
✤ Our favorite websites are
located somewhere within this
visualization.
✤ Your content will live here, too.
✤ Your audience, fans, and
customers already do.
Thursday, 30 May, 13

13. Now is the time for experimentation,
exploration, openness, and the
cultivation of a radical optimism (and
action) toward building awareness of
your creative work locally, nationally,
and around the world.
Your contributions are valuable.
Your audience is waiting.
Thursday, 30 May, 13

14. But how?
Focus on what you can control and have a
healthy curiosity for what you can learn
to do next.
Photo by jaded one.
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15. UNDERSTANDTHE MODEL
Three Essential Components to a Good Social Media Strategy
or what Chris Brogan (author of Trust Agents) calls it, “a simple
presence framework.”
Borrowed from Michael Hyatt’s book, Platform.
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16. 01:A Home Base
✤ Digital property that you own and control. ie: yourname.com
✤ All digital traffic is directed here.
✤ This is where you show the world what you want them to see in the
best way possible.
✤ You control the borders and the message.
Thursday, 30 May, 13

17. 02: Embassies
✤ Places that you don’t own but you do have a registered profile. ie:
Facebook, Twitter, Linkedin, etc...
✤ You engage in conversations and sharing in these spaces.
✤ All Embassy profiles point people to your Home Base.
✤ In many instances the voice that you use here is your most natural.
Don’t be afraid to use it.
Thursday, 30 May, 13

18. 03: Outposts
✤ Also called listening posts.
✤ Places where you listen in on conversations about you, your work,
your competition, and/or topics that interest you.
✤ Google Alerts, Social Mention, search columns in HootSuite, Twitter,
RSS feeds, etc...
Thursday, 30 May, 13

19. Practice the Fundamentals
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20. Your Strategy: Defining the Core
✤ Clearly state some goals, write a mission statement.
✤ What do you want to achieve with your website?
✤ What do you want to learn?
✤ Who do you want to connect with?
✤ Where do you want to lead people?
✤ How much time are you willing to commit to the project?
✤ Remember, this is a long game.
Thursday, 30 May, 13

21. Your Strategy: Platform & Channels
✤ What platform best suits your needs (today we will focus on
WordPress).
✤ Identify the channels that put you in the best position to connect with
your desired audience. ie: Facebook, Twitter, Instagram, YouTube,
Pinterest, G+, Tumblr, etc...
✤ Which channels are you already using? Which would you like to
learn more about? How many can you reasonably use effectively?
✤ How will these channels inform each other?
✤ Use fewer channels better.
Thursday, 30 May, 13

22. Your Strategy: Measuring Success
✤ All platforms and channels offer you ways of measuring your success
in those channels over time.
✤ Not everything is about numbers but interpreting the numbers can
help you to more effectively engage your audience and even generate
new ideas and strategies.
✤ Tools such as Google Analytics, Facebook Insights, Google Alerts,
Social Mention, HootSuite, and many others provide you with data
about your content online.
✤ Are your goals flexible? Are you learning as you create and engage?
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23. Looking at Google Analytics
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24. Viewing Data Globally in GA
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25. Facebook Fan Page Insights
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26. Your Strategy:The Mantra
✤ ITERATE
✤ SHARE
✤ [MEASURE]
✤ LEARN
✤ CONNECT
✤ [REPEAT]
Thursday, 30 May, 13

27. On Authenticity and the Internet 01:
✤ Authenticity... is doing what you promise not “being who
you are.” - Seth Godin
Thursday, 30 May, 13

28. On Authenticity and the Internet 02:
✤ The problem with pulling quotes from the internet for use in slide
show presentations is that they’re very difficult to verify.” - Frank
Sinatra.
Thursday, 30 May, 13

29. On Authenticity and the Internet 03:
✤ Your website is your space, you define it, you set the boundaries, you
determine the content that you share and the aesthetic you display.
✤ Authenticity comes from your vision, the language that you use, the
ways that you interact, your mistakes, your successes, but most of all
the authenticity that your audience recognizes and responds to comes
from what you do next.
✤ You’re a creator, you’re an artist, give your site the authentic sense
that supports your vision as best you can. Develop it over time.
✤ Market your work in a way that feels genuine to you. Your voice will
come through.
Thursday, 30 May, 13

30. On Authenticity and the Internet 04:
✤ “The Internet is a Playground.”
- David Thorne
http://www.27bslash6.com/
overdue.html
Thursday, 30 May, 13

31. Controlling ContentThrough Sharing:
✤ Owning your content means creating it yourself, hosting it on your
own site, and sharing it through your channels.
✤ The content that you share that you have not created yourself - via
retweets, shared YouTube videos, links from other sources, all speak
to your vision, your sensibilities. Share the best stuff.
✤ Sharing the content of others at a greater frequency than you share
your own content is recommended. Hold others up for your
audience. This increases your reputation and increases the likelihood
that others will notice you and respect your contributions to the
community.
Thursday, 30 May, 13

32. Boots on the Ground
✤ Web marketing and using social media works best when you’re
meeting people, creating and attending events, and working with
people in your communities.
✤ Be present online and in real life (IRL).
✤ Connect with people.
✤ Social events, readings, concerts, exhibitions, launches, etc... are the
best places to make the most meaningful connections that your web
presence will support.
Thursday, 30 May, 13