how to succeed at publicity without really trying
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How to Succeed at Publicity Without Really Trying For Santa Fe Opera Workshop - Aug. 2014TRANSCRIPT
Daniel ZillmannDirector of Press and Public Relations, Santa Fe Opera
Holly HickmanConsultant, Up Tempo Marketing
Joyce El-KhourySoprano and former Santa Fe Opera Apprentice
Download at www.slideshare.net/hollychickman
How to Succeed at Publicity Without Really Trying
Website
Print/e-brochures
Direct mail
Web &e-mail
marketing
Online fundraising
Public & media
relations
Videos/podcasts/mobile/
live streaming
Social MediaBlog
FacebookTwitter
YouTubeOther
TV/radio
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
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 RemarkableTribes: We Need You to Lead Us
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
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
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
What is social media?
Online tools that support:
ParticipationOpenness (no barriers)Conversation (two-way)Community (common interest)Connectedness (sharing)
~from “What is Social Media?” e-book
Communications Media vs. Social Media
~What’s Next in Media? by Neil Perkin
Social Media Steps
ListenEngageCreate Social ContentGenerate BuzzBuild Community Link all of this to offline activity
~from Beth Kanter, Social Media Principles for Performing Arts
Social Media Tips
“Social media is a commitment, not a campaign.”
~Joe Jaffe
Online relationships complement offline relationships – they can’t replace them
Don’t use Marketing Speak – be authentic, honest
Sharing, not selling
Don’t be the kind of friend who only calls when you need a couch moved.
~Tweeted from Project Audience
You’re a subject matter expert in ________ Share your expertise!
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
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
Other Tools
www.pinterest.com/santafeoperawww.pinterest.com/mnopera
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
Other Tools
Available on iTunes
Provide easy ways for people to share your information so they can post to Facebook, retweet, email, embed
AddThis/ShareThis
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
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
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)
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?
When it becomes clear that no one else shares
your level of passion, you are where you belong.
~Placido Domingo
www.uptempomarketing.comwww.twitter.com/HollyCHickman