Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation

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Information about Nurturing Your Network with New Media | American Society of Picture...
Technology

Published on November 14, 2012

Author: SuzanneMcDonald

Source: slideshare.net

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.

Designated EditorSpeaking Series Nurturing Your Network With New Media England & Photographic ASPP New Resource Center at Boston University Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2

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Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4

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Challenges we’ll addressDeveloping contacts: nurture your networkDetermining who the influencers areWhich tools & platforms are optimalMeasuring your efforts to boost ROIIntegrating platforms and efficiencies@Sue_DesigEditor www.designatededitor.com 6

http-//socialtimes.com/user-generated-content-infographic_b68911

@Sue_DesigEditor www.designatededitor.com 8

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? www.designatededitor.com 9

@Sue_DesigEditor www.designatededitor.com 10

Where does content live?@Sue_DesigEditor www.designatededitor.com 11

4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimizing your platforms & metrics@Sue_DesigEditor www.designatededitor.com 12

How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 13

WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 14

who is your audience?@Sue_DesigEditor www.designatededitor.com 15

4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social media channelsStep 4 Optimization & metrics@Sue_DesigEditor www.designatededitor.com 16

Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 17

Keywords: Google Trends@Sue_DesigEditor www.designatededitor.com 18

Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 19

@Sue_DesigEditor www.designatededitor.com 20

Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email @Sue_DesigEditor www.designatededitor.com 21

Blogs cited as least expensive www.designatededitor.com 22

Multimedia blog @Sue_DesigEditor www.designatededitor.com 23

Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 24

email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 25

Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 26

who is your audience?@Sue_DesigEditor www.designatededitor.com 27

Other influencer tools@Sue_DesigEditor www.designatededitor.com 28

Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrate@Sue_DesigEditor www.designatededitor.com 29

Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 30

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@Sue_DesigEditor www.designatededitor.com 31

Targeting Facebook ads• Towns & cities• Gender & age• Level of education• Marital status• Interests & Likes @Sue_DesigEditor www.designatededitor.com 32

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Events@Sue_DesigEditor www.designatededitor.com 34

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@Sue_DesigEditor www.designatededitor.com 36

@Sue_DesigEditor www.designatededitor.com 37

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Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 39

Instagram www.designatededitor.com 40

who is your audience?@Sue_DesigEditor www.designatededitor.com 41

who is your audience?@Sue_DesigEditor www.designatededitor.com 42

who is your audience?@Sue_DesigEditor www.designatededitor.com 43

Retail, gallery or events?@Sue_DesigEditor www.designatededitor.com 44

Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI @Sue_DesigEditor www.designatededitor.com 45

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 www.designatededitor.com 46

Maximize Your ROIStep 1 Business development Identify your best growth areasStep 2 Keyword research What vocabulary are people using?Step 3 Build topics Discuss topics that best serve your growth markets & use keywords @Sue_DesigEditor www.designatededitor.com 47

@Sue_DesigEditor www.designatededitor.com 48

who is your audience?@Sue_DesigEditor www.designatededitor.com 49

Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 50

Facebook InsightsEngagement & Relevance www.designatededitor.com 51

Google Analytics: now + social@Sue_DesigEditor www.designatededitor.com 52

Benefits of a thriving network 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@Sue_DesigEditor www.designatededitor.com 53

In-person engagement www.designatededitor.com 54

Designated Editor Nurturing YourSpeaking Series Network With New Media England & Photographic ASPP New Resource Center at Boston University Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

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