how to succeed at publicity without really trying

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Daniel Zillmann Director of Press and Public Relations, Santa Fe Opera Holly Hickman Consultant, Up Tempo Marketing Joyce El-Khoury Soprano and former Santa Fe Opera Apprentice Download at www.slideshare.net/hollychickman 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. 2014

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Page 1: How to Succeed at Publicity Without Really Trying

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

Page 2: 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

Page 3: How to Succeed at Publicity Without Really Trying

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

Page 4: How to Succeed at Publicity Without Really Trying

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

Page 5: How to Succeed at Publicity Without Really Trying

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

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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

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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

Page 12: How to Succeed at Publicity Without Really Trying

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

Page 13: How to Succeed at Publicity Without Really Trying

Communications Media vs. Social Media

~What’s Next in Media? by Neil Perkin

Page 14: How to Succeed at Publicity Without Really Trying

Social Media Steps

ListenEngageCreate Social ContentGenerate BuzzBuild Community Link all of this to offline activity

~from Beth Kanter, Social Media Principles for Performing Arts

Page 15: How to Succeed at Publicity Without Really Trying

Social Media Tips

“Social media is a commitment, not a campaign.”

~Joe Jaffe

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Online relationships complement offline relationships – they can’t replace them

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Don’t use Marketing Speak – be authentic, honest

Sharing, not selling

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Don’t be the kind of friend who only calls when you need a couch moved.

~Tweeted from Project Audience

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You’re a subject matter expert in ________ Share your expertise!

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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

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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

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www.pinterest.com/santafeoperawww.pinterest.com/mnopera

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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

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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

Page 26: How to Succeed at Publicity Without Really Trying

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

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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)

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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?

Page 29: How to Succeed at Publicity Without Really Trying

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