nurturing your network with new media | american society of picture professionals seminar...
DESCRIPTION
This presentation teaches the audience how to use new media to grow business and cultivate a relevant, influential network, with a specific focus in the art community.TRANSCRIPT
Nurturing Your Network With New Media
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
ASPP New England & Photographic Resource Center at Boston University
@Sue_DesigEditor
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6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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Paid media vs. owned media
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Challenges we’ll address
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Developing contacts: nurture your network
Determining who the influencers are
Which tools & platforms are optimal
Measuring your efforts to boost ROI
Integrating platforms and efficiencies
http-//socialtimes.com/user-generated-content-infographic_b68911
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Who is your audience?
Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary?
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Where does content live?
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4 stages to effectiveness
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Stage 1 Your website
Stage 2 Your blog & email
Stage 3 Platforms & tools integration
Stage 4 Optimizing your platforms & metrics
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How to fully maximize your content
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WordPress is free & versatile
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who is your audience?
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4 steps to content planning
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Step 1 Your audience & keywords
Step 2 Find & leverage the right tools
Step 3 Integrate social media channels
Step 4 Optimization & metrics
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Keywords: Your prospects’ vocabulary
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Keywords: Google Trends
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Keywords: Include in Titles and Descriptions
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Stage 2 Blog & email Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
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Blogs cited as least expensive
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Multimedia blog
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Tools to drive blogs & content
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who is your audience?
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Influencer-finder tools
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who is your audience?
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Other influencer tools
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Stage 3 Integrate social media
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Claim social profiles
Determine most relevant social channels
Monitor, engage & integrate
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Bruno Maia, IconTextohttp://www.icontexto.com
Integrate appropriate social media channels
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How do I gain more fans?
Who do you know?
How do they know you’re there?
How can you tell them?
Email newsletters
Email signature
Icon and feed on your website
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• Towns & cities
• Gender & age
• Level of education
• Marital status
• Interests & Likes
Targeting Facebook ads
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Events
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Show your brand or curate others’
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who is your audience?
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who is your audience?
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who is your audience?
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Retail, gallery or events?
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Stage 4 Social media optimization & metrics
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Be more efficient
Be more effective
Optimize for performance
Calculate your ROI
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Tips to boost ROI
• Plan• Content first – let branding 2nd• Use pictures & video • Use Facebook Questions• Be timely: Post about popular topics• Be conversational• Direct ads to the fan page
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Maximize Your ROI
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Step 3 Build topics
Discuss topics that best serve your growth markets & use
keywords
Step 2 Keyword research
What vocabulary are people using?
Step 1 Business development
Identify your best growth areas
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who is your audience?
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Stage 4 How are we doing?
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Engagement & Relevance
Facebook Insights
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Google Analytics: now + social
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Boost awareness, loyalty & sales
Longer-lasting vs. paid media
Understand & relate to customers
Now you’ll know what’s working
Reduced customer service costs
Efficient & effectively find influencers
Benefits of a thriving network
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In-person engagement
Questions?
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Happy to help!
Suzanne McDonald | Content & Social Strategist
@Sue_DesigEditor
Nurturing Your Network With New MediaASPP New England & Photographic Resource Center at Boston University