Social Media for Artists - How to Get Started, Best Practices and Resources
Social Media for Small Businesses
1. Social media + Your brand = a
great opportunity!
Figuring out the equation!
Sarah Kuntsal
@SarahKuntsal
2. What to Expect!
• A Little Bit About Me!
• The State of Social Media Today!
• What Can Social Media Do For You?!
• A Few Great Examples!
• Laying Out A Plan For Your Business!
• Questions!
5. Is Social Media Really That
Important?!
• Consumers are 71% more likely to make a purchase based
on social media referrals - Hubspot !
• 74% of consumers rely on social networks to guide purchase
decisions - SproutSocial!
• 81% of US respondents indicated that friends social media
posts directly influenced their purchase decision - Forbes!
6. How We Communicate Has
Changed!
Everyday there are 3 billion searches, 4 billion pieces of content shared on Facebook, and 2 billion video
views on YouTube!
7. The Customer Journey Has
Evolved!
Re-Engage!
Get
Discover! Evaluate! Buy! Access! Use! Support!
Leave!
Rethinking the Funnel!
8. 92% of consumers worldwide
recommendations
trust
from friends and family
more than any form of advertising,
up from 74% in 2007!
-Nielsen, 2012!
12. Social Media + Small Business
= Opportunity for Success!
• Establish a presence in social media to: !
• Build Awareness!
• Distribute Information!
• Create Community!
• Provide Customer Service!
• Attract New Customers!
• Increase Conversions and Sales!
13. Q: Are There Different Approaches for
Different Types of Businesses?!
• A: Of course! But before you get tactical, it s essential to master
the basics that can be applied to all businesses!
15. A Recap of The Main Social
Media Sites!
Secondary!
Primary!
Growing the Network (or the
Real-time Connections!
business)!
Community Focus! Inspiration!
Engaging Content! Behind the Scenes!
Expertise (and SEO)! Remember, every brand
has different needs
21. Digging Deeper - Don t Know
What to Write About?!
• Share your top 10 favorite blogs (or blog posts). People love lists!!
• Create a Beginner s Guide to.. or A to Z Guide to.. !
• Write reviews - could be on books, movies, services, social media sites,
etc. Share your knowledge and broaden your content.!
• Create serialized content - Behind the Scenes in the Office, Wacky
Wednesdays, etc. !
• Interview someone (Want to make it fun? Use video and add the
outtakes.)!
22. Twitter!
• Launched in 2006!
• 140 character limit!
• The average age of a Twitter user is
37.3 years of age - 60% are female !
• Great for instant interaction with
consumers (or potential consumers)!
• Opportunity to be an expert in your
field and create a personality for
your brand!
All demographic stats courtesy of Mashable: Social Demographics
26. Twitter - Digging Deeper!
• Get out there and follow people - ReTweet them, @mention
them, and respond to them. Everyone loves a little love!
• Customize your page - background, links, profile picture!
• Take advantage of #hashtags - #but #don t #do #this!
• Use a Twitter tool such as Hootsuite or Buffer to help schedule,
track, and organize tweets!
• If customer service is a big part of your Twitter life, consider
creating a separate account just for customer service!
27. Facebook!
• Launched in 2004!
• There are somewhere around a
billion users!
• 87% of Facebook users like
brand pages!
• Great for sharing multimedia with
your fans!
• Great for generating feedback and
word-of-mouth responses!
31. Facebook - Digging Deeper!
• Fill out the About section - add your URL and links to other
social sites!
• Have a little fun with your cover photo - and add a description!
• Create exclusive Facebook only content!
• Utilize photos and links when sharing updates!
• Ask your users what they d like to hear about!
32. Youtube!
• Launched in 2006!
• 79% of the Fortune Global 100
have a branded YouTube
channel!
• YouTube attracts 136MM
unique viewers each month!
• Great for giving behind-the-
scenes glimpses and a more
personal feeling for your brand!
• Great for SEO - it s owned by
Google!
36. YouTube - Digging Deeper!
• Customize your channel! Update the bio, add links, and use keywords!
• Optimize your videos: Use tags. Use the word video in the title. Provide
a link in the description!
• Create favorite video lists !
• Keep your videos short - the average attention span is 8 seconds!
• Use the YouTube Analytics feature - figure out what people like and do
more of it!
• Embed your YouTube videos on your site or use a YouTube widget!
37. Google+!
• Launched in 2011!
• The user base is 71% male and
half of them are over 45!
• Based on the idea of a social
layer !
• Impacts the SEO of your brand
(or yourself)!
• Great for sharing products and
inspiration ideas with your
consumer!
38. Google+ Must Haves!
• Optimize your Google+ page!
• Link your website to your profile!
• Optimize with keywords, phrases,
and links (don t stuff!)!
• Keep it active by sharing posts (You
can double dip with Facebook and
Twitter) and (+1)ing!
• Connect it to YouTube and your
other social sites!
39. LinkedIn!
• Launched in 2003!
• LinkedIn has 200 million users
globally !
• 47% of B2B companies actively
use LinkedIn!
• Great for sharing company
information and networking
with other professionals!
41. Pinterest!
• Launched in 2010!
• There are (around) 11 million
users!
• Pinterest users are 80% female!
• 52% of Pinterest users are 34
years of age or younger!
• Great for sharing products and
inspiration ideas with your
consumer!
45. Pinterest - Digging Deeper!
• Sign up as a business http://business.pinterest.com/!
• Pin both photos and videos!
• Include links with your pins!
• Create a Favorites board - Books, Recipes, etc.!
• Have a really outgoing team? Create a board about them!
• Use the Pinterest Follow button!
46. Instagram!
• Launched in 2010!
• Over 100 million active users!
• Most Instagram users are under
the age of 29!
• Instagram generates 81
comments and 575 likes each
second!
• Great for behind the scenes,
candid, and fun photos!
50. Instagram - Digging Deeper!
• Make it fun - instagram is a great way to share your obsessions!
• Use #hashtags!
• Make your captions count !
• Follow and interact with other brands!
• Don t try to use Instagram to push sales (at least not in an
obvious way)!
• Connect your account with Facebook !
52. First, Determine Which Platforms
You ll Be Using!
Secondary!
Primary!
Growing the Network (or the
Real-time Connections!
business)!
Does your consumer
Community Focus! Inspiration! hang out on Pinterest?!
Engaging Content! Behind the Scenes!
Are you too busy to
Expertise (and SEO)! Do you have fun video share any photos?!
content? If not, can you
make it?!
54. Prioritizing Strategic Opportunities
What
How
Measurement
• Subject natter expert
• Tweets
• Followers
• News source
• ReTweets
• ReTweets
• Network with influentials
• Contests
• Mentions
• Announcements
• @Conversations
• Klout
• Customer service
• Direct messages
• Lists
• Twitter Feed/Widget
• Hashtags
• Posts
• Fans/Likes
• Foster discussions
• Links/mentions on • Comments
• Grow communities
other pages
• Page Views
• Subject matter expert
• Videos
• Engaged Users
• Interaction with other pages
• Discussions
• People Talking about
• Tabs
• Lots More...
• Video repository
• Video views
• Web training
• Subscribers
• Free training
• Video collections
• Channel views
• Behind the scenes videos
• Favorite video lists
• Comments
• Testimonials
• Thumbs up
• Product Demonstrations
• Shares/Embeds
55. Prioritizing Strategic Opportunities
What
How
Measurement
• Information source
• Posts/Links
• Followers
• News source
• Videos
• +1s
• Network with influentials
• Photos
• Comments
• SEO boost
• Hangouts
• Hangout participants
• SEO optimization
• Mentions
• Company page
• Connections
• Job postings
• Posts
• Comments
• Company information
• Likes
• Published papers or documents
• Connections
tab
• Product/Services • Impressions
• Brand-owned groups
• Careers tab
• Shares
• Engagements
• Inspiration
• Pins/ Boards
• Likes
• Favorites
• RePins
• Comments
• Seasonal ideas
• Contests
• RePins
• Product pictures
• Comments
• Followers
• Engagement
• PinIt or Follow Button
• Behind the Scenes
• Photos
• Product shots
• Following other brands
• Followers
• Around the Office
• Comments and likes
• Likes
• Comments
• Sharing events
• Instagram feed
56. Establish Governance!
• A plan and process for your social media presence!
• Staffing & Stakeholders!
• Rules of Engagement!
• Brand Voice/Tone!
• Posting & Approval Processes!
• Moderation!
• Escalation!
• Permissions!
57. Develop an Editorial and
Engagement Plan!
• Monthly schedule that uses a
mix of different: !
• Content types (photos, videos,
text)!
• Content themes (brand and non-
brand)!
• Post formats (questions, polls)!
• Calendar parts (time of day, day
of week)!
61. s Top 5 Small Business
Marketing Mistakes to Avoid!
Broadcasting!
Failing to Learn
What the Tools Can
Do!
Not Investing
Adequate Time!
Violating the Terms
of Service!
Being Boring or
Predictable!
62. Summing it All Up!
• The consumer has changed - social media is an integral part of
their life!
• There is no one-size-fits-all solution - use the social media
platforms that are best for your brand!
• Social media can be used to give your brand a voice, to share your
story, and to entertain and delight your consumers - it should be
fun!!
• Constantly monitor and evolve your plan!