Workshop led by social media strategist Andy Welfle at Artlink in Fort Wayne. One in a series of workshops about the business of being an artist and managing yourself and your art. We focused on five elements of social media: blogging, Twitter, Facebook, Pinterest and Instagram and how artists can use that to promote their work.

1. Social Media
for the
ARTIST
Monday, June 3, 13

2. Andy Welfle
(well-FLEE)
Social Media and Content Strategist
Reusser Design, LLC
awelfle@reusserdesign.com@awelfle
INTRODUCTIONS
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3. INTRODUCTIONS
•Your Name
•Your Art
•Your experience with social media,
personally and professionally
•The biggest question on your mind today
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4. WHAT IS
SOCIAL MEDIA?
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5. “Social media is
having conversations
with people online.”
—Marta Kagan
WHAT IS SOCIAL MEDIA?
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6. 3 KINDS OF“SOCIAL”
Social Media
Social Networking
Social Marketing
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7. Blogging Platforms
Microblogging
Content Sharing
Social Network
Professional
Networks
Democratic
Content
Preference
Sharing
Communication
Tools
Location-Based
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8. Social Networking
The act of using social media.
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9. Social Marketing
The act of using using social networking, via various
social media channels, to attract attention for a brand/
product/service, and to convert that attention to brand
loyalty, which leads directly or indirectly to sales.
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10. Social Marketing
convert
Conversion Rate
The rate of visitors who convert casual content
views or websites into desired actions based on
requests from marketers.
• SALES
• AWARENESS
• VISITS
• RESPONSE
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11. Why should I care?
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12. 67% of online US
adults use social
media.
0
10
20
30
40
50
60
70
80
90
100
2005 2006 2007 2008 2009 2010 2011 2012
8
16
20
29
46
61
65 67
Internet-using US Adults who use Social Networking Sites
Source: Pew Research Center, The Internet and American Life Project.
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13. “Every company will have to be
social eventually. Our customers
will demand that they be able to
interact in this way — the same
way they demanded we connect
via websites and email.”
— Jay Baer
ConvinceandConvert.com
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14. Likes to interact with companies
on Twitter. FB is for friends and
family.
Interacting with brands on SM is
easy, but so is going to their
website.
Local businesses have better, more
useful, relevant content than large
organizations and businesses.
Wants businesses to engage, not
just have a presence.
(YES.)
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15. SOCIAL MEDIA
STRATEGY
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16. SOCIAL MEDIA STRATEGY
4 Basic Questions:
WHO?
Who is your
audience?
WHY?
What do you hope
to gain?
WHAT?
What do you want to
discuss with them?
HOW?
What are your
resources?
(Time? Staff? Money?)
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18. Think like a journalist.
A little communication and writing
skill goes a long way.
Read a lot. Steal. Adapt. Link.
Find related blogs. Subscribe to
them in Google Reader an RSS
Reader.
Use Google Alerts.
Ask your audience.
Solicit guest posts.
Conduct brainstorming sessions.
Keep an editorial calendar.
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19. WEBSITE/BLOG FACEBOOK TWITTER
INSTAGRAM PINTEREST
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20. HOME BASE
YOUR WEBSITE:
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21. DOMAIN
NAME
YOUR WEBSITE
WEB
HOST
SOFTWARE
(Content
Management
System)
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22. DOMAIN NAME
• andywelfle.com
• welfle.com
• welfle.org
• welfleart.com
• andywelfleart.co
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23. DOMAIN NAME
• Keep it as short as possible
• Keep it easy to remember
• Be as mainstream with the TLD as
possible (ex. .com and .org over .biz or .co.us)
• Buy it for as long as you can afford
(Somewhere between $10-$20 per year)
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24. WEB HOST
• The physical
location of your
website
• Could cost
anywhere from
$5/month to $50/
month
• Could offer email:
@your-domain.com
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25. SOFTWARE
• Programming used to build your
website
• Examples: Wordpress, Joomla,
Drupal, Squarespace, etc.
• Self-hosted or system-hosted
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26. SELF-HOSTED OR
SERVICE-HOSTED?
Self-hosted blogSelf-hosted blog
Pro Con
You own your
content
Hosting is expensive
More flexibility over
design
Some programming/
coding knowledge
required
More third-party
plugins available
Harder to get tech
support
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27. SELF-HOSTED OR
SERVICE-HOSTED?
Service-hosted blogService-hosted blog
Pro Con
Access to newest services
and features
You may not ultimately
own your content (see
TOS)
Better tech support/
knowledge base
Third-party plugins often
not permitted
Often plugged into an
internal user community
Sometimes there are
bandwidth/upload limits
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28. What is a blog?
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29. • Contraction of “web log”
• A series of updating entries (or posts)
appearing linearly in reverse
chronological order, and/or in
multiple streams
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32. Online publication for people or
companies to write, post media, and
to impart information or tell their
story.
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34. • Frequency doesn’t matter as long as
you update consistently.
• Be collaborative: link to friends
• Media-rich posts are read more often
• Want to protect your posts? Use a
watermark.
• Fill out metadata
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35. Monday, June 3, 13

36. USE THE BLOG TO TELL
YOUR STORY IN THE WAY
YOU WANT TO.
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37. Monday, June 3, 13

38. • 1.06 BILLION monthly active users
• 680 million mobile users
• 50 million pages for brands or
businesses
• Closed system — you bring people to
your page
• Advanced analytics available
Source: http://investor.fb.com
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39. ADVANTAGES
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40. Easy media posting.
In-line commenting.
Easy sharing.
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42. The “LIKE” button.
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43. DISADVANTAGES
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44. Facebook’s Terms of
Service: They can use
your content without
permission.
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45. Monday, June 3, 13

46. Example:
The Art Farm
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48. • 500 million users
•(200 million active users)
• 59 million tweets per day
• Started life as a cross-platform
mass texting service
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51. Example:
@pencilscom
(Pencils.com)
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53. HASHTAGS
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57. Example:
@SmallAndRound
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59. • 49 million users
• 80% of users are women
• >80% of content is repinning
• Prices can be attached to pins
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69. •100 million users
•4 BILLION photos
•Similar to Twitter, but for photos
•Mobile-centric
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79. See the
BIG
Picture!
•Don’t automate
•It takes time to build your network. Give
it 6 months to a year to see results
•Be consistent — don’t start something
you can’t sustain
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80. Thank you!
Questions?
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