The document discusses strategies for using social media, particularly Twitter, Facebook, and blogs, to establish an online presence and brand as an artist. It encourages artists to create a home base website, build an engaged community through regular posting and interactions on Facebook and Twitter, and establish themselves as a leader in their field by consistently sharing content and expertise online. The document provides tips for social media strategy, metrics to track engagement, and case studies of how other artists have successfully used these platforms.

1. The
Science
of
Social
Media
Personal
Branding
for
Ar6sts
#sosm
@devonvsmith

2. Who
am
I?
devonvsmith
2

3. the
plan
let’s
talk
strategy
4
pla>orms
secrets
of
social
media
overcoming
challenges
Q&A!
3

4. 90
minutes
4

5. strategy
1. Have
a
meaningful
goal
2. If
something
doesn’t
work,
change
it
3. Track
what
you
do,
and
what
the
results
are
4. Be
yourself
-­‐
you
are
now
a
brand
5. It’s
not
a
sprint
6. PrioriGze 5

6. also
spend
more
Ime
listening
than
talking
6

7. ROI
7

8. build
relaIonships,
not
one
night
stands
•Ticket
buyers
•Other
arIsts
•Arts
organizaIons
•Funders
•Local
businesses
•Curious
onlookers
8

9. what
you
measure
ma:ers
But
there’s
no
secret
formula
h:p://bit.ly/100ways
think
about
micro
conversions
li:le
steps
along
a
path
to
a
big
goal
problem.
goal.
tac6c.
metric.
9

10. PLAN
PLAN
so
now
we
need
a
Watch
Decide
Plan
Execute
10

11. Watch
What
makes
you
different?
What
are
other
arIsts
doing?
What
are
you
trying
to
What
are
you
accomplish? doing
that’s
already
working?
11

12. Decide
Goal TacIc
Tool Metric
12

13. Do
Execute
Adapt
13

14. Whew!
14

15. where
do
I
begin?
Give
yourself
a
home
base
Build
a
community
Establish
yourself
as
a
leader
Show
what
you
can
do
15

16. Give
yourself
a
Home
16

17. it’s
a
process
Blogging
pla>orm
Self
hosted?
Hosted?
Micro?
HosIng
service

Blue
Host
($7/month)
Domain
name

hbp://www.internic.net/whois.html
($10/yr)
Choose
a
theme

Free?
Premium?
Start
building!
Widgets/Plug
ins
17

18. the
secret
to
learning
HTML
18

19. 1. Landing
page
2. Call
to
acIon
3. Conversions
4. UIlity
5. Social
6. AestheIcs
website
design
19

20. What
do
you
see
first? 20

21. Search
Engine
OpImizaIon
scary
phrase,
simple
concept
Titles
Key
words
Links
Fresh
content
Meta
tags
21

22. Widgets
&
Plugins
Feedburner
Social
Badges
Wordpress.com
Stats
Disqus
Comment
System
Askismet
All
in
One
SEO
Pack
Broken
Link
Checker
SexyBookmarks
Social
Web
Links
Yet
Another
Related
Posts
Plugin
22

23. Google
AnalyIcs
23

24. Build
a
Community
24

25. 150
million
US
users
on
Facebook
I’m
more
ethnically
and
geographically
diverse,
older,
and
engaged
online
than
you
might
think.
Average
user
•Logs
in
daily
•Spends
55
minutes
•Has
130
friends
•Creates
70
pieces
of
content
each
month
•Like
7
pages
per
month
25

26. am
I
a
page?
26

27. how
do
I
reach
them?
27

28. correlaIon
does
not
imply
causaIon
28

29. more
posts
more
fans
29

30. more
posts
more
engagement
30

31. but
the
real
story
is
ROE=
(Likes
+
Comments
+
Fan
Posts)
/
Theatre’s
posts
31

32. 37%
of
theatres
don’t
link
to
Facebook
from
their
homepage
32

33. case
study
of
Kansas
City
Rep
Asking
quesIons
Fans
comment
more
on
Fans
“like”
twice
as
generaIons
highest
administraIve-­‐related
open
as
commenIng
levels
of
user
posts
than
arIsIc
posts on
a
wall
post
engagement
24%
of
engaged
fans
70%
of
engaged
fans
are
students;
they
are
women,
but
men
engage
less
frequently
comment
more
than
non-­‐students frequently
33

34. so?
•Update
content
daily
•Link
to
your
facebook
page
•Get
a
custom
URL
•Ask
quesIons
(authenIcally)
34

35. facebook
drives
traffic
to
your
website
that’s
where
you
sell
Ickets
35

36. so
use
Facebook
Insights
36

37. and
Facebook
Ads
to
gather
data
37

38. know
how
Facebook
referrals
differ
from
other
traffic
sources
38

39. measure
it
You
have
the
tools
(if
not
the
Ime)
to
know
if
your
Facebook
fans
spend
more
money
on
you.
39

40. Establish
yourself
as
Leader
40

41. 60
million
US
users
I’m
probably
less
knowledgeable
Average
user
about
“this
whole
•5
followers Twiber
thing”
than
•Has
tweeted
<
10
Imes you
might
think
•Is
in
their
30s
•Has
a
college
degree
•Lives
outside
the
US
41

42. geung
started
Learn
the
lingo
Choose
a
username
that’s
short
but
recognizable
Find
people
to
follow
Complete
your
bio
Tweet!
Share
media
beyond
just
text
Use
a
3rd
party
pla>orm
Measure
42

43. 1/3
theatres
tweet
daily
43

44. only
updaIng
Twiber
via
Facebook?
44

45. most
theatres
primarily
use
the
web
45

46. on
average,
about
8%
of
your
followers
will
add
you
to
a
list.
What
they
name
that
list
can
tell
you
how
they
think
of
you
46

47. case
study
of
American
Rep
Asking
quesIons
Number
of
followers
is
A
theatre’s
followers
generates
highest
level
best
predictor
of
high
are
open
geographically
of
user
engagement engagement diverse
Users
will
casually
You
can
use
Twiber
for
menIon
your
theatre
more
than
just
as
open
as
they
speak
markeIng
directly
to
you
47

48. an
example
48

49. so?
• Search
for
menIons
of
your
brand
name,
shows
you’re
producing,
local
compeItors,
topics
you’re
interested
in
• Make
friends
with
others
in
your
area
tweeIng
(criIcs,
organizaIons,
local
arts
agency,
local
poliIcians,
etc).
• Consider:
Twiber
contests,
tweet
seats,
twiber
ficIon,
seeking
out
new
followers,
responding
to
everyone,
linking
to
your
other
content,
custom
backgrounds.
• Twiber
as
CRM:
make
(private)
lists
of
users.
Segment
followers
by
type.
49

50. measure
it!
• Reach:
followers
(not
just
how
many,
but
who)
• Engagement:
@menIon
and
link
click
thru
• Influence:
#ff
and
listed
• SenIment:
content
of
the
tweets
about/to
you
50

51. Show
what
you
can
DO
51

52. 2
billion
views/day
24
hours
of
video
uploaded
per
minute
Average
user
watches
15
minutes
per
day
Evenly
split
M/F
Most
popular
video
played
200
million
x
52

53. Viewers
engage
on
Findings
from
2
Case
Studies
a
“per
video”
basis
Men
45-­‐54
are
largest
demographic
Related
videos
are
top
referral
source
80%
of
views
occur
more
than
2
months
aper
53

54. Length
of
video
doesn’t
seem
to
maber
54

55. Diverse
types
of
videos
are
popular
55

56. No
performance
type
dominates
56

57. Viewers
tend
to
be
older
males
57

58. Most
(but
not
all)
views
occur
on
YouTube
58

59. so?
•Embed
videos
on
your
website
•Understand
viewer
demographics
•Use
keyword
tags
•Add
videos
to
playlists
•Monitor
&
moderate
comments
•Keep
in
mind
most
views
will
occur
a&er
closing
59

60. measure
it!
60

61. but
I
just
wanna
sell
Ickets
61

62. 12
Dirty
Lible
Secrets
62

63. 1.
A
strategic
plan
isn’t
required
63

64. 2.
Read
more
than
you
write,
listen
more
than
you
measure 64

65. 3.
Give
away
everything
you
can
for
free
65

66. 4.
Talking
about
social
media
abracts
abenIon
on
social
media
pla>orms
66

67. 5.
WriIng
about
topics
outside
your
niche
will
drive
traffic
short
term
67

68. 6.
Link
link
link.
It’s
hard
to
predict
exactly
where
your
traffic
will
come
from
68

69. 7.
Link
to
people
you
want
to
meet
69

70. 8.
Your
opinions
aren’t
enough
unless
they
are
70

71. 9.
SEO
is
no
joke.
Figure
it
out
71

72. 10.
Steal
ruthlessly
but
abribute
everything
72

73. 11.
Learn
to
think
in
140
characters
73

74. 12.
ConnecIons
maber
74

75. Challenges
Overwhelmed
ExpectaIons
ExhausIon
Making
Ime Bored
75

76. Tools HubSpot
Website
Flowtown grader
Hootsuite Mashable
Google
Alerts Del.icio.us
RSS Bit.ly
76

77. but
what
if?
People
say
bad
things
about
me
They
already
are.
Be
more
in
control
of
the
conversaIon
around
your
brand
Social
Media
is
just
a
fad
Pla>orms
may
come
and
go.
The
best
way
to
be
prepared
is
to
(though>ully)
experiment
on
the
current
one.
It
won’t
sell
Ickets
Build
relaIonships
with
your
fans.
Unlike
tradiIonal
markeIng,
there
is
value
in
social
media
beyond
the
message.
It
takes
too
much
Ime
Once
you
get
the
hang
of
it,
it
doesn’t.
Cheaper
than
most
other
markeIng
efforts.
77

78. Not
all
pla>orms
are
created
equal 78

79. Not
all
metrics
are
created
equal 79

80. quesIons?
Follow:
@devonvsmith
Read:
www.24usablehours.com
Email:
devonvsmith@gmail.com
THANKS!
80

81. Q&A
notes
APPENDIX
81

82. twiber
tools
82

83. 3
million
users
1.5
years
old
Foursquare
tripled
Evidence
of
high
Tips,
tags,
and
in
size
in
past
6
engagement
categories
don’t
months among
users
&
seem
to
maber
Having
a
special
isn’t
enough
to
Longevity
mabers
drive
check
ins
Data
from
September,
2010;
76
LORT
theatres
83

84. flickr
4
billion
photos
uploaded.
Facebook
uploads
2.5
billion
every
month.
LORT
study:
•23%
have
more
than
10
contacts
•1/3
don’t
tag
photos
Theatres
have
used
Flickr
to:
•Ask
fans
to
contribute
photos
of
themselves
•Send
fans
on
a
photo
scavenger
hunt
•Sell
or
rent
costume/set
pieces
•Promote
gala
aucIon
items
to
donors
•Ask
fans
to
provide
insight
on
design
images
•Staff
to
share
lives
outside
the
theatre
•Give
fans
tour
of
the
theatre
&
offices
84

85. MySpace
8%
of
theatres
logged
in
February.
4%
had
fan
comments.
They
had
fewer
comments
over
the
life
of
MySpace
than
their
Facebook
page
gets
in
a
week.
An
exit
strategy
•Check
to
see
if
your
fan
base
overlaps
with
another
pla>orm
•Poll
your
audience
to
see
if
they
want
you
on
the
pla>orm
•Give
fans
Ime
to
transiIon
•Leave
a
final
post
that
you’re
no
longer
checking
the
account
•Consider
deleIng
the
account
85

86. blogs
25%
of
TCG
theatre
websites
link
to
a
blog
2009
renewed
interest
(LORT)
On
average
post
3
Imes
each
month
Most
popular:
different
author
for
every
post
Bad
news:
•Very
lible
engagement
•Lots
of
effort
•Unclear
readership
Good
News:
•Archive
of
your
history
•Permanent
link
to
send
informaIon
•Thought
leadership
in
the
field
•Schools/universiIes—student/intern
life
•Value
of
SEO/recency
to
your
website
86

87. how
much
Ime
do
you
have?
87