#Platforma14 Social Media/Digital marketing presentation

Social Marketing & Media Relations

Presented by Aaron BismanDirector of Audience DevelopmentJazz at Lincoln Center@bizmonides

#platforma14

AGENDAIntroYour Marketing Questions How to Market Things & People Q&ABreak

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park.

JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park, July 2008.

QUESTIONS?

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

YOU CAN DO THIS

(ALSO, YOU HAVE TO)

– If you learn to market yourself, you can manage others in the process later on

– You will be a more successful _________________ if you can master the marketing of your own work

– Content / Marketing is a 50/50 split

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

1. Set Goals2. Know your audience3. Find your niche4. Utilize tools at your disposal5. Frame the story6. Create evangelists7. Trust the data8. Plus…

HOW TO MARKET PEOPLE & THINGS

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

KNOW YOUR AUDIENCE

Think like your audience

Who are they? What is going to inspire them to show up?

Conduct market research.o Make and test assumptions.o Social Media can help. Facebook

InsightsSocial Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

FIND YOUR NICHEHow do you break through the clutter?

What do you do better than anyone else?

Identify similar artists/projects

Find the bloggers, journalists, tastemakers that influence your ideal place of impact

Find the most obvious potential targets and reach out directly to them.

Connect with related Facebook groups

Follow them all on Twitter

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

WHAT IS THE SINGLE MOST POWERFUL MARKETING TOOL

AT YOUR DISPOSAL?

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

CONTENT, CONTENT, CONTENTWHAT– Videos / Podcasts– Photos / Sketches– Blog posts– Workshops– ContestsWHY– Allow participants into your process– Gives them more to connect to, and gives you

more to share with othersSocial Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

CONTENT, CONTENT, CONTENTHow comes last:- The platform is simply a distribution

mechanism

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

PLATFORM PRO CON

FACEBOOK

TWITTER

INSTAGRAM

YOUTUBE

TUMBLR

UTILIZE TOOLS AT YOUR DISPOSAL

• Social Media– Facebook– Twitter– Instagram– Youtube/DailyMotion– Pinterest– Tumblr– Vine– Wikipedia

• Digital Marketing

- Email- Event listings- Facebook Ads- Your site- Microsite

• Curate Content–Netvibes / Pulse–Flipbook

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Facebook Today• Facebook limits the percentage of fans of YOUR page that see

content you post, in order to charge you to show your fans your content. (the “Boost Post” feature). – Ridiculous and nothing you can do about it. You have to pay to reach

your own fans on Facebook.• Maybe it doesn’t matter because users are getting sick of

Facebook?• Additionally, Facebook’s algorithm determines if the content you

post will really be of interest to your fans or not. It is more likely to show fans content it thinks they want. – Typically they want fun, happy, intriguing, interesting pictures and

videos. Of cats. • Either way, Facebook shouldn’t be the only component of your

social media strategy. Diversify.Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

FRAME YOUR STORY

Putting your work into context for others.

Media ALWAYS needs context:– Trends

• Identifying – or defining - a trend and placing your work at the center of it

– Current Events• In what ways does your project relate to/comment on/connect to a

current event in your local, national, or global community?

– Calendar• Why is your project important RIGHT NOW?

• Holiday, season

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Making the particular universal and the universal particular– What about the Jewish component will interest

more general audiences?– What about the work generally will interest

specifically Jewish audiences?

MOST IMPORTANT WITH PRESS: - Do your research

FRAME YOUR STORY

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

CREATE EVANGELISTS

How can you engender buy in?

What will send them running to tell their friends about your work?

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

BE AN ENABLER

• Provide tools– Postcards– Posters– Digital Flyers– Gifs– Temporary Tattoos– Sandwich boards

• Hired guns- Publicist- Social Media

Manager- Street Team

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

DATA IS YOUR FRIEND

– A/B Test when possible• Email subject lines & body layout, Facebook ad text• Taglines/Design

– Facebook Page Insights– Google Alerts – Constant Contact/Mailchimp– Tweetdeck– Addictomatic

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

1. Set Goals2. Know your audience3. Find your niche4. Utilize tools at your disposal5. Frame the story6. Create evangelists7. Trust the data. Data is your friend8. Plus…

HOW TO MARKET PEOPLE & THINGS

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

COLLABORATE

ASK FOR HELP

BUDGET

ONLY 3 MORE TO GO

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

REMEMBER…

YOU ARE AWESOME

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

READING/VIEWING MATERIAL

• Jonah Perretti on Virality and Social Web:– Read about it– Watch it

• MediaBistro.com/social-media

THIS PRESENTATIONWILL BE AVAILABLE ATbit.ly/platforma14marketing

Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14