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An updated version of "Social Marketing and Media Relations" including new examples and links to additional content and best practice explorations
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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
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