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SOCIAL NETWORKING AS AN ARTIST’S TOOL
Baltimore Bead Society
Velina Glass
Owner of www.ArtJewelryOnline.com Resin Artist Craft Origins Education
Temple University, La Salle University & MICA
Former Health Care Executive Animal Rescue Hometown Pittsburgh…Cult Member Former Steel Mill Worker
Overview
Presentation On SlideShare Why Social Network 24 Types Of Social Networks Social Networking Goals The Right Mix, Which Networks Are
Best For Artists Guidelines To Content Tools To Aid In Networking Incorporating Social Media Into Your
Website Measuring Results
Why Social Network
Easy & Cost Efficient Builds Brand Awareness The Viral Effect People Do Business With Folks
They Know and Trust Disseminate Information With
SEO In Mind Creates Communities
Industry Study
Excerpt from SocialMedia Examiner.com
Michael Stelzner authored the third-annual industry study in which he surveyed 3342 marketers, 47% of whom were either self-employed or small business owners.
Over the course of the last 3 years, Stelzner has seen social media move from an uncertain strategy (2009 report) to a permanent fixture (2010 report) to a primary tool (2011 report) in the savvy marketer’s toolkit
Forty-eight percent of self-employed and small business owners saw improved sales as a direct result of their social media efforts.
Types of Social Networks
Excerpt from Blog Site “OnBloggingWell”: http://onbloggingwell.com/23-types-of-social-media-sites/
Blogs TypePad, Blogger, Wordpress
Social Networking Sites Facebook, Friendster, MySpace, Orkut,
ArtTween Social News
Digg Social Measuring
Technorati, BlogPulse Microblogging
Types of Social Networks
Social Bookmarking Del.ici.ous
Social Q & A Answers.com, Yahoo! Answers
Video Sharing YouTube, Vimeo
Photo Sharing Flickr, Photobucket
Social Search Search Engine Profiles
Types of Social Networks
Professional Networks LinkedIn, Plaxo
Niche Communities deviantArt , Ganoskin
Social Email Google Buzz
Comment Communities Disqus
Regional Social Media Sites Periodicals, News
Types of Social Networks
Podcasting Communities CraftCast, Blubrry.com
Blog Networks Gawker, b5Media, 9Rules
Blogging Communities BlogHer, LiveJournal
Presentation Sharing Sites SlideShare
Content-Driven Communities Wikis, Ganoskin
Types of Social Networks
Shopping Sites StyleHive, Kaboodle
Product-Based Communities Ebay, Amazon.com
Review & Recommendation Sites Shelfari
Social Media Sites That Defy Definition Stumble Upon, Squidoo
Social Networking Goals
How do I measure the effect of social media marketing on my business? Google Analytics, Keyword Spy
How do I integrate and manage all of my social media marketing activities?
What are the best ways to sell with social media?
How do I improve customer engagement with social media?
How do I master the use of specific social media platforms?
Social Networking Goals
How do I effectively find my target audience?
What are the best practices in social media marketing?
How do I use social media in niche markets?
What are the trends in social media marketing?
How do I best use my time to maximize my social media activities?
Social Networking Goals
How do I get started using social media marketing?
How do I consistently create content that's compelling and engaging?
How do I select the right social media tool(s) for my business?
Framework For Social Media
IF YOU JUST HAVE 5 MINUTES A DAY
“Sam Abraham”
The framework for social media management consists of 3 essentials: Listen, Act and Engage. Listen, being the passive act of monitoring what people are
saying about your brand or product. In social media tools like Actionly, a San Francisco social media monitoring and “listening” platform, allows businesses to track keywords across various social media channels like Facebook Fan pages, Twitter accounts, YouTube, Blogs and Flickr. The platform’s integration with Google Analytics, means users can track their revenue stream and receive actionable insights to hopefully target and grow their social media campaigns.
Act, the next step is reaching out to users or clients and responding to them accordingly whether to thank them for their mentions or respond to questions or serve as customer service.
Engage, is about understanding your community on Facebook, Twitter, etc. and providing them with useful information, tips, blogs, videos etc to truly connect with them. It also consists of the overall social media strategy – for example determining how to grow your audience or producing viral content.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
Do Be Informative According to research conducted by
emarketer, consumers expect more than entertainment when connecting with a brand online; they expect incentives, like offers and coupons. A great number of consumers though (46%), replied that they look for something more substantial than offers just targeted to online fans, such as tips and information about product and services. Posting simple to follow how-tos and useful tips can prove much more effective than posting a link to a specific product or service. Ask your customers to share their tips and personal experience with your products or services in the comments or through tweets marked with a specific hashtag.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
Don’t Be A Parrot Information overload and repetitive content are
two of the top reasons a consumer chooses to stop following a brand online. Frequent “one note” updates can be a major turn off for your fans. Facebook users are more intolerant to frequent updates than repetitive content, with 44% of them unliking brands because they post too often, while Twitter users seem to be more forgiving of highly frequent tweets but more strict with boring tweets with 52% naming repetition as a deal breaker. Try to mix it up and even if you need to repeat an update to promote a current offer or call to action for a project, make sure you put a new twist each time.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
DO Make a Tradition Families bond over holiday traditions and
big family dinners, so bond with your customers by establishing little online traditions you’ll share on specific days. For DKNY the tradition is its weekly appointment with its followers to watch Gossip Girl. Build your tradition around a theme relevant to your product or service and invite your customers to participate via tweets, comments or photo sharing.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
DON’T Neglect Replies. Social media is not about broadcasting, but
about conversation. Connect with your fans and engage in conversations, if you feel it is not an issue you can resolve though tweets or Facebook comments, don’t hesitate to transfer the conversation to a private space by providing the customer with the right telephone number or by requesting his/her contact details.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
DO Call for Action Ask your fans to Like your pics, prompt
them to share your content and thank them when they do. Popular YouTube star Michael Buckley never hesitates to remind his viewers for a “thumbs up” and thank them afterwards. The key lies in asking in a clear way yet in a conversational tone, highlighting that the important thing is the feedback you get not the number of “Likes”.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
DON’T Rely On Text Alone Keep some variety and spark up
conversation with the help of images and videos. Glamour Greece produces weekly videos titled “Star Therapy” on Animoto, while hosting a weekly Astrology Q&A with Glamour’s Star Therapist via text.
Social Networking Do’s and Don’ts
EXCERPT FROM THE NEXT WEB
Do Have A Crisis Plan Online backlashes seem to be difficult to
avoid, so it’s best to read other brands’ lessons and be prepared. Try to be pro-active addressing quickly whatever isolated complaints come to your attention and think about the way you will handle negative comments and replies.
DON’T Be Impolite Introduce the person that represents the
brand online and always showcase your contact information along with a telephone number. Make it personal to get personal, there is no other way.
Marketing Mix
Top Social Networks Facebook Twitter LinkedIn Blog
The Future of Social Networks Orkut, Googles new social network.
WhereBerry, is for sharing what you want to do in the
future. May 17, 2011, 7:00 am. A Social Network for Making Future PlansBy CLAIRE CAIN MILLER
Groupon
Top 5 Twitter Tips
ETSY SELLER HANDBOOK
Check your ego at the door. Use a third party service, Hootsuite.
Social Analytics Reports. Monitor mentions.
Avoid Spammers and Spamming. Join a TweetChat.
A group of people get together to discuss a topic and include a specific # hashtag in all of their tweets so other participants can filter messages and respond.
Register with Klout. The Klout Score is the measurement of your overall online
influence. The scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence. Klout uses over 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score.
Tools To Aid In Social Media
YOUR TOOLBAR IS YOUR FRIEND
Google Chrome Yoono
Firefox AddThis
Social Media And Your Web Site
ART JEWELRY ONLINE CASE STUDY
Goal Build A Personal Relationship With Current and
Prospective Buyers to Increase Sales. Limitations
30-Minute Time Allotment Inexperience Financial
Opportunities Young Folk Quick Learner
Who Is My Customer/Audience Strategy
Limit social network to Twitter and Facebook to increase contact database, garner expertise and determine the long term value.
Measure Results/ROI
Social Media And Your Web Site
NEW ARTIST
Goal Limitations Opportunities Who Is My Customer/Audience Strategy Measure Results ROI
Resources
http://www.craftmba.com/http://www.businessownersideacafe.com/http://knowledge.wharton.upenn.edu/index.cfmhttp://onbloggingwell.com/http://www.SocialMediaExaminer.comhttp://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdfhttp://thenextweb.com/socialmedia/2011/02/23/the-dos-and-donts-of-social-media-updates/
In Closing
Cell:
(443) 486-8733
Email:
“Social networks aren’t about Web sites. They’re about experiences.” – Mike DiLorenzo, NHL social media marketing director
