Published on January 27, 2014
A Strategic Look at the Social Landscape Evaluating the Business Value Best practices for Businesses (non-network specific) Up Close & Personal with the Networks In depth with the photo-based networks: Pinterest & Instagram Overview of Facebook | Google+ | Blogging | LinkedIn Making It Work for You Which Networks Should You Be In? Developing a Social Media Strategy & Editorial Calendar Five day plan for working your social networks The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Social media provides us with three direct opportunities… Credibility & Exposure C&E N Active Networking & Relationship Building R Research, Intel & Insights The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved. Which do you find yourself spending more time doing? Which would give you a greater return on your investment of time?
RECOGNIZING THE OPPORTUNITIES Opportunities & Objectives The There is also a very Opportunity to important additional Expand your presence benefit you get from Search Engines In the social media… The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
How do We Build Credibility? • • • • The professionalism of your Profiles and branding (Have you cleaned house lately?) Your contributions to online conversations (as well as other pages, groups, etc.) The content you share (which includes your work) Ratings, Reviews, Endorsements & Recommendations from your clients and strategic partners, colleagues and the business community • People sharing, re-posting, liking and commenting on your content • Other ideas? How (and where) do we Get Exposure? • Status and Profile updates • Having your content shared/re-posted by others • Comments on others’ conversations and through your contacts’ profiles • Being ‘found’ in searches The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved. It’s easy to get overly focused on the exposure … Don’t confuse exposure for networking…
Don’t be this guy: Overexposure can be worse than NO exposure. Timing is everything! The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
How do your updates impact others? How can timing your exposure benefit you? 3 Examples of activities where timing is key: • Posting when your TARGET MARKET is most active • Requesting Reviews/Ratings & Recommendations • Multiple updates/Housekeeping The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Being smart about planning your Exposure is important. Equally important is your active use of the tools to connect with others What are the traits of the best networkers offline? Most of the same common sense courtesies translate to the social networks The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved. Speaking of Common Sense Guiding Your Efforts…
Social Media is… Using Technology for This The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved. Not for This
Smart Strategy: Yes or No? Tools exist that can help you push the same status update to all of your social networks The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved. Just a little creativity goes a Long way…
What relevant, quick hit information can you share? The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Almost all companies’ social media etiquette mistakes stem from an incorrect understanding of why people use social media Why do YOU use social networks? Why do you follow – or UNFOLLOW – companies on social networks? The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Don’t be this guy! Getting More From LinkedIN: Maximize Your Networking in 15 Minutes Per Day It’s not all about YOU, It’s all about US…
Always phrase a post so that it solicits the opinions and contributions of your fans/followers Tag people and companies when you can. This is good form and also gains you added exposure Always respond to comments Do not delete negative posts Avoid commenting on politics, religion and other subjects that people feel strongly about Don’t only post your own material – utilize great resources provided by others and give them the credit for it Use #hashtags, but keep it relevant and don’t over-do it The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Let’s Get Up Close and Personal with the Networks
Pinterest is a network built around sharing engaging visual content. Users share content from the web, by “pinning” them on to a series of virtual PinBoards. “Pinners” can create, share, collect and repost information in image or video format. Since launching 3 years ago, Pinterest has surpassed 70 million members and is the largest driver of referral traffic on the web. Offers opportunities for both B2C and B2B companies A relaxed activity of leisurely entertainment, exploration Wondering Why You Should Care?
Pinterest’s Impact Pinterest is more effective at driving new traffic compared to other social media sites – even Facebook! (source: Hubspot)
Pinterest is great for reaching 2 important audiences: 81% of U.S. women online trust Pinterest as a source for information and advice How do the other networks compare? Facebook – 67% Twitter – 73% (Source: SocialMouths) Mobile visitors account for 55% of Pinterest's audience Mobile-only visitors represent 35% of Pinterest's audience (Source: Business Insider) But does it drive sales?
Pinterest’s Impact Pinterest users spend more than 2x as much as Facebook users. The average order value when a user follows through on a purchase from a product seen on Pinterest is $179.36 (Source: Fast Company)
Getting Started… (1) Make sure your account is a ‘business’ Pinterest account. You can convert an existing (individual) account or create a new one. To do so, go to : business.pinterest.com (2) Make sure your website, blog and their images are ‘pinnable’. • Make sure your IMG title/alt tag includes your keywords, since that is what is pulled as the pin description when someone pins from the web • For blog posts, always include an image, and be sure to include the title of the post or a teaser overlaid on the image (3) Pinterest is a VISUAL medium; make sure your images are beautiful, captivating, colorful! (4) Encourage pinning on your website Add 'Pin It' button to every image. For ‘Pin It’ buttons, Rich pin information and other tools (plus complete documentation) visit: developer.pinterest.com
Create Boards Thoughtfully …and name them appropriately! • Target Market(s) • Your Products/Services (photobooks? Categories of shoots?) • The Industry and Industry Trends • Your Company, Culture & People BOARD OPTIMIZATION TIP: Whatever you title your board will be used as part of your Pinterest URL; use keywords in your title and description
Board Ideas for your Business’ Pinterest Account Don’t just self-promote. Showcase the Lifestyle behind your brand and share the Sizzle of your industry! • • • • • • • • Examples of your product or service in use (creative products featuring your photography – books, prints, special frames. etc.) Showcase your clients Spotlight your work/portfolio Tutorials and how-to videos Boards for each key team member or role (inspiration? Favorites?) Seasonal or holiday boards that relate to your target markets. Relevant Industry infographics, trends statistics, ebooks, reference guides, etc. A Board for your blog posts
4 Ideas for Creating INTERESTING Pinnable Content Create infographics Share info about the industry, trends, statistics, etc. Things you can illustrate visually. What are 3 things you could create an infographic around? Checklists Educate your audience! • 10 tips for dressing for your shoot, 5 things that impact how you look in photos • Checklist of things to bring to your shoot • What FAQs do you regularly get about what you do? Tutorials These get some of the highest number of click-throughs. Teach people. Be sure to keep this VISUAL, even if you only use 3 photos to show steps. What could you demonstrate with a tutorial? Videos Go to YouTube and if you have the 'Pin It' Bookmarklet you can pin directly from the page. Video content provides one of the highest forms of engagement on Pinterest. *Especially great for coaches and personal brands. Just in case you need a little help…
Content Creation & Mgt Tools Infogr.am - create infographics Has pre-made templates and you can plug in data points, images or video. PicMonkey.com - allows you to pimp your photos, put images in and put text across that, has banners you can put on, etc. Is free but also offers a monthly subscription if you want extras. Screenflow - record videos for Mac. (Camtasia for PC ). Allows you to record your screen and/or you. If you don't like being in front of the camera, this will capture what you're doing. [A Few Management Tools] PinGraphy.com - A Pinterest Management Tool that allows you to schedule and bulk load your pins. Pinstamatic.com – Allows you to add additional types of content to Pinterest Pinalyzer.com suggests pins and people to follow and analyzes your influence on Pinterest. Your Boards Are All About You… But there’s More Involved…
Actively Participate – Be Present! • Follow • Like • Pin • Repin • Comment … REPEAT!
Housekeeping: Caption Essentials When Pinning for your company - be sure to include a CAPTION. (1) Include a Call to Action Increases engagement by 80%. 'Click here to see the full post: www.atlanticwebworks.com/blog'. (2) Feature Keywords in your captions. People use the search box in pinterest and use of keywords makes sure they find your pins and boards. Use keywords in your board titles, the 'about' section and captions. (3) Include Your URL! Just type the URL in the image description area for your pin and they'll automatically be hyperlinked. (4) Include Prices Where Relevant Type the dollar sign and then the numeric value for your caption. It will automatically be indexed on the 'gifts' category on Pinterest. The only way to get your products or pins into that area is by putting the dollar sign and amount into it.
Community Boards…. Community boards provide exponentially more exposure You invite people to be contributors, so you have a degree of control WHO DOES IT MAKE SENSE TO INVITE? You may want to include an invitation on your board description: "If you would like to be invited to contribute to this board, email us at X@X.com” You also want to JOIN OTHER PEOPLE’s BOARDS and PIN TO THEM! (this is additional exposure for you!)
Let’s take a quick break…
Inro… A free mobile photo-sharing app owned by Facebook Instagram requires no typing. You just snap a photo or 15 second video and post in seconds. Of those who have a profile, 61% have used it in the past 24 hours, an adoption level only surpassed by Facebook (at 84%).* *Statistic courtesy of The Social Habit Launched October 6, 2010 150M active accounts 16B photos shared 1.2 B likes daily You can embed images from others’ accounts Your captions and hashtags capture the “what?” and your Photo Map answers the “where?”
Take people with you! (this is in-the-moment posting, not scheduled or back-posted content)
Get ‘em Involved: Provide An Insider’s Peek • Doing a photo shoot? Filming a commercial? Constructing models? Snap some pics so your followers get a ‘backstage pass’ to the action! (Furniture Market, Manufacturing lines, etc.) • What’s the least known aspect of what you do? • Give exclusive previews of new venues or products soon to be unveiled, or virtual tours of new offices/studios, production facilities that will be opening soon
Creatively Spotlight Your Services and Those Who Use Them • Spotlight customers ‘caught in the act’ of being shot or preparing for a shoot • Post Zoomed in/Odd Angle shots of one of your locations or a prop and challenge followers to identify what it is • Shoot products that go WITH (or complement) specific products of yours and challenge followers to recommend which of your products goes best with them • Fun client meeting shots • Invite customers to share (and tag) their favorite uses of your photography, or their favorite photo(s)
Get ‘em Involved: The Professional’s Perspective • Show off some of the equipment and supplies that play a role in the services you provide • Fitness trainer? Favorite workout equipment • Photographer? Show your most prized camera lens • Mechanic? Share a pic of sophisticated diagnostic equipment • Show how your protography is made… are there interesting processes? Visually rich steps? Show progress photos in a multi-part series or a collage of select stages. • Have something big coming up? A media interview? A kickoff party? A new studio opening? Business Anniversary? Share shots of the preparation. • Makeup being done before an interview • Promo items or party festivities being arranged • Peeks at new office décor, moving in, etc.
Showcase what your products/services can do Create before and after pics that allow a quick visual comparison (ex. Previously-used headshots, corporate shots, product shots along with the new and improved replacement) Show pics of alternate uses for your services Invite your customers to post (and tag) pics of creative uses for your photography and post these to your account with credit to the customer Does your service create an actual impact that can be demonstrated photographically?
Introduce Your Team – Share Your Culture • Feature fun shots of staff and staff that are behind the scenes • Share pics of internal events – staff birthdays, new babies, celebrations, etc. • Does your company participate in charity events or support nonprofits? Do you have a staff volunteer day? Share the pics! • Does your company allow pets in the workplace? Share their pics, too!
Events & Trade Shows Mercedes-Benz Photowall at International Motor Show (IAA) in Frankfurt Mercedes-Benz constructed a showspace composed entirely of Instagram images: 7 million pixels across nearly 13,000 square feet. Photoblogger shoot out – Mercedes Benz hosted four photobloggers for one of their events, and each blogger uploaded 1 pic per hour using a designated hashtag. The Instagram community could vote (with likes) on the images over the next 24 hours.
Creative Promotions & Tie-Ins PayPal invited guest Instagrammers to share what freedom means to them through a single photo and caption for their 5-day ‘FREEDOM’ photo series. (July 4th) Heineken’s Crack the US Open contest stitched together more than 200 photos to create a mosaic panorama of tennis fans seated in the stands. Then they posted a clue and codeword to their account, prompting people to search for a particular fan to win tickets. (US Open)
FB is the most revealing platform: Don’t forget… comments posted on your Business page are always perceived as your BRAND speaking, not the individual who posted • People are less guarded • No restriction on post length • People are more expressive of their personal opinions • More ways to share information, images, video, comments, etc.
• Don’t post photos without the permission of the people pictured • Don’t post more than once per day (but do post at least 3-5 times per week) • Unless you’re Dick’s Last Resort, don’t be snarky • Groups are a great way to enhance your page, but don’t browbeat people via email, wall post or (private) message if they aren’t interested. • Don’t create ‘fake’ accounts so that you can comment on your own posts. • Don’t run fake contests and giveaways • If you’re filling in your timeline history (backward populating), be sure to turn off your status update broadcast
Keep it short: 300-400 words, no more than 750 words, max! Always acknowledge comments on your posts. Don’t comment on other people’s blog posts using your company name – use your own name (“Jane Smith” not “Allied Agents LLC”) Don’t use content from another blog without attribution. Don’t send a pitch to a blogger requesting a link exchange even though your site has no relevancy to the blogger’s content.
Be HUMAN. Even Pros have Snafus; why not show some of Them? It’s all in how you handle it. Example used is from one of our Favorite professional photographers’ blogs, Brian Dorsey Studios. Visit his blog at: http://blog.briandorseystudios.com/
Even Pros get PHOTOBOMBED! And we all love to chuckle over them… Show your sense of HUMOR. Example used is from one of our Favorite professional photographers’ blogs, Brian Dorsey Studios. Visit his blog at: http://blog.briandorseystudios.com/
You have two entities here: Your personal profile Your business profile Both should be fully fleshed out.
Your Company Page (business profile) should include: • Full description/overview • Entry for each of your services • Header/Featured image for the main profile page and an image to represent each product/service • RECOMMENDATIONS for each service
• Google+ is the social layer for ALL things Google, it is not just a social network • A thriving Photography Community has established itself on the network • It also offers a great tool: Google+ Hangouts (Free video conferencing with up to 10 people from anywhere in the world) • The mobile experience is gorgeous and fluid • All public content is indexed for Google search • Being active on Google+ increases your chance of improving your standing in search results
Assembling the Team Will you handle your social media in-house or Outsource? Do not discount personality and social etiquette! •How many staff will you use, and how much time can they dedicate to social media each week? Each day? Hour? Response time •Do you have marketing-savvy staff with experience in each of the networks you’ll use? • Factor in training Time/Staff Availability Expertise and Capabilities Budget Management •Does the time savings of outsourcing justify doing so? •Does your budget cover hiring staff? • Monitoring, Analytics, Reporting, Content Cultivation Factor in SaaS and the cost of your tools and needed training How will you stay current? (Social Media is constantly changing)
There are plenty of resources available! FREE • Workshops, seminars/webinars and conferences • Books • Blogs and online resources (Social Media Examiner, Socialtimes.com) • Forums • SaaS-sponsored tools and resources (Hubspot, Radian6, etc.) PAID TRAINING RESOURCES • Customized Social Media Plan Development • One-on-One personalized training & coaching • Workshops, seminars and conferences • Certification Courses Social Media cannot happen in a vacuum…
Evaluate In-House Resources, Define Roles Whether you manage your own social media or not, you’ll still need to get participation and buy-in from your team. Content Creator Content Contributor CLO (Chief ‘Like’ Officer) Photo/Video Source Quality Control & Review Subject Matter Expert(s) Once the team is nailed down, you’ll need to document the details…
Essential Documentation Social Media Policy Editorial Calendar Positioning Statement Weekly/Monthly Reporting Social Network Credentials Log Protocol for how to respond online: • Negative comments • Inappropriate language or posts • Positive comments • Requests for service/information Let’s take a closer look at the first three…
Elements of a Social Media Policy Communicate the company’s purpose for using social media Emphasize the importance of taking responsibility for what you write, and using good judgement Detail what ‘being authentic’ means with regard to posts – using your Name, company name, etc. Respecting copyrights and fair use Protection of confidential and proprietary information Detail which job titles/positions can use social media during company time, and in what circumstances/toward what purpose http://socialmedia.policytool.net/
Editorial Calendar Identifies themes/topics for the week and month Gives an at-a-glance overview of the topics, events, initiatives and promotions that will be posted on each of the networks for the month Assigns key posts (such as Blog posts) to team members or guest bloggers along with date each will be posted
Questions? The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
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