Promoting the Arts with Social Media
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Copyright © 2011 Michael Powers
Promoting the Arts with Social Media
Michael PowersJune 6, 2011
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Copyright © 2011 Michael Powers
Michael PowersDirector of Web Services
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Copyright © 2011 Michael Powers
Facebook 13,755 Fans
Twitter 961 Followers
YouTube 168,641 Views223 Subscribers
IUP on Social Media
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Copyright © 2011 Michael Powers
• museyroom.com
• twitter.com/mjpowers
• www.slideshare.net/michaelpowers
• www.linkedin.com/in/mjpowers
On the Web
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Copyright © 2011 Michael Powers
What I’ll Cover1. Strategy: Why Social Media?
2. Tactics: How to Do Social Media
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Copyright © 2011 Michael Powers
About You0
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Copyright © 2011 Michael Powers
Who are you?
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Copyright © 2011 Michael Powers
How many of you usesocial media in your
personal life?
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Copyright © 2011 Michael Powers
How many of you usesocial media for
professional reasons?
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Copyright © 2011 Michael Powers
Strategy: WhySocial Media?
1
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Copyright © 2011 Michael Powers
It’s 2011.Do you have to beon social media?
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Copyright © 2011 Michael Powers
No, you don’t.
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Copyright © 2011 Michael Powers
Yes, Social Media Is Big
Facebook More than 500,000,000 active users
Twitter 175,000,000 accounts
YouTube 390,000,000 visits per day
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Copyright © 2011 Michael Powers
But Not Everyone Is Online
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Copyright © 2011 Michael Powers
• 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.
Since You’ll Probably Do It Anyway...
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
• Get people to events?
• Find gigs?
• Sell paintings?
• Get feedback/inspiration?
• Reach out to more people?
What Do You ReallyWant to Do?
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Copyright © 2011 Michael Powers
You aren’t in the social media business
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Copyright © 2011 Michael Powers
• How many?
• How much will each contribute?
• The 1,000 True Fan Theory:1,000 Fans × $100/year = $100,000
Who Do You Need to Talk To?
http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php
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Copyright © 2011 Michael Powers
Are They on Social Media?
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Copyright © 2011 Michael Powers
Generations Online 2010:Summary of Findings
http://www.pewinternet.org/Infographics/2010/
Generations-2010-Summary.aspx
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Copyright © 2011 Michael Powers
• You think your potential fans are on social media
• You think you have the time
• Go for it.
IF...
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Copyright © 2011 Michael Powers
Tactics: How to Do Social Media
2
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Copyright © 2011 Michael Powers
• You have a computer
• You are online
• You can make or have someone make a website
Some Assumptions
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Copyright © 2011 Michael Powers
Preview of Part 2Foundation: Your Website
Blogging
YouTube
Other Services, What’s Next
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Copyright © 2011 Michael Powers
Foundation: Your Website
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Copyright © 2011 Michael Powers
• 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?
Foundation: Your Website
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Copyright © 2011 Michael Powers
• 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?
Foundation: Your Website
Your Website
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Copyright © 2011 Michael Powers
Hub and Spokes
Website
YouTube
Others
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Copyright © 2011 Michael Powers
• Build one spoke at a time
• Learn one social network at a time
• Join and join in
Spokes
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
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?
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Copyright © 2011 Michael Powers
• 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
Always Remember
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
Blogging
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
But...• To blog effectively, you need to be able to write
things people want to read
• And you need to produce them regularly
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
Example: Do the Math• Blog from Ethan Iverson,
pianist for jazz trio The Bad Plus
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
YouTube
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
• YouTube account is called a “channel”: it shows all of your uploaded videos
YouTube Basics
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Copyright © 2011 Michael Powers
• 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
YouTube Basics
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Copyright © 2011 Michael Powers
• How to do things
• Previews
• Performances
• Events (you can create a slideshow of pictures)
What Videos Do You Make?
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Copyright © 2011 Michael Powers
• United Breaks Guitars
• Summit of Awesome (on Vimeo)
Examples
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Copyright © 2011 Michael Powers
Once you have them, use those videos in othersocial media venues
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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
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Copyright © 2011 Michael Powers
• Profile• Limited to 5,000
friends
• Does not provide in depth stats
• Groups• Meant for sharing
amongst a group.
• Members get tons of (annoying) notifications
Why a Page?
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Copyright © 2011 Michael Powers
• 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
Setting Up Your Page
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Copyright © 2011 Michael Powers
• Your own content
• Performances
• Photographs (people can tag friends)
• Videos (including YouTube)
• Ask questions, answer questions
• Content people can use (how-tos can work great)
• What do people read? Check your stats
What to Post
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Copyright © 2011 Michael Powers
• Event invites can be very insistent, so use with care
• If you would send a paper invite, go for it
• Use in addition to other means
• You can create events with your Facebook page, but invites come from you personally
What to Post: Events
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Copyright © 2011 Michael Powers
• 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
How Often to Post? When?
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Copyright © 2011 Michael Powers
• 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
How Often to Post? When?
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
See what works for you
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Copyright © 2011 Michael Powers
• Mention it everywhere
• Website
• Print materials
• E-mails
• Could use paid ads, but I haven’t seen them to be very effective yet
Promote your page
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• Posts about music, teaching, upcoming events
Ex. Keweenaw Family Music
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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Copyright © 2011 Michael Powers
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?
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Copyright © 2011 Michael Powers
Set up your profile first• Twitter name (shorter is better)
• Location
• Website
• Bio: 160 chars
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Copyright © 2011 Michael Powers
Start w/ Twitter on the Web• Follow people
• Getting followed
• Mentioning/replying
• Retweeting
• Hashtags
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Copyright © 2011 Michael Powers
• Your own content
• Performances
• Photographs
• Videos (YouTube links)
• Ask questions, answer questions
• Content people can use
• Pictures
• Send out news & links
• OH: overheard
• #FollowFriday
• Repost things (on Twitter, things are gone in 5 minutes)
• Up to 22× per day
What to tweet
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Ex: They Might Be Giants
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What They Do• Converse with fans (a lot)
• Post videos
• Make announcements
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Copyright © 2011 Michael Powers
• Twitter has good ones
• Tweet deck is popular
• Hootsuite is great for orgs
Get a Good Twitter App
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Copyright © 2011 Michael Powers
• Have lots of accounts
• Share social media duties
• Preschedule things
• But—costs money
Hootsuite
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Copyright © 2011 Michael Powers
Other Social Media
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Copyright © 2011 Michael Powers
• MySpace
• Flickr
• Vimeo
• Tumblr
Similar to What We’ve Seen
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Copyright © 2011 Michael Powers
• Who knows? But these might be interesting
• Foursquare
• Kickstarter
What’s Next?
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Copyright © 2011 Michael Powers
Questions?