Marketing for Artists: Best Practices for Fine Artists on Social Media
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A deck we presented for a group of fine artists to help them market themselves on digital platforms including Instagram, Pinterest, Facebook, Linkedin and YouTube. Includes best practices on increasing audience development, ROI, SEO, Likes, Followers, Engagement, Video best practices, AdWords and more!
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Marketing for Artists: Best Practices for Fine Artists on Social Media
- 1. ARTISTS USING SOCIAL MEDIATIPS AND TRICKS TO INCREASE YOUR WEB VISIBILITY
- 2. ABOUT LUKE & HASTINGS 20 Years in entertainment, branding, production & marketing for fortune 100 companies Producer and/or director of 200+ music videos Branding & Marketing campaigns for Viacom, Nickelodeon, Calvin Klein, Maybelline, Doritos, Microsoft, Huffington Post, AOL, Dr. Pepper, Esquire, SONY, Conde’ Nast, Hearst Head of Digital Production @ Major League Gaming & World Wrestling Entertainment Built YouTube Strategy for Complex Media & Martha Stewart Living Omnimedia Hastings Digital currently manages 1 Million followers across social. Responsible for 20 Million ad impressions, 4 Billion video views & 15 Million subscribers on YouTube YouTube certified / Google AdWords Partner Current Clients Include: University of California, Irvine, Mercy College, Deepak Chopra, Marshall Goldsmith, Lisa Loeb, Gartner, CEB, Anthem Media, US Ski Team,
- 3. PLATFORMS Show of hands: • Who is on Facebook? • Any Facebook “Fan Pages” or “Business Pages”? • Who is on Linkedin? • Who is on Twitter? • Who is on Instagram? As an artist or personal? • Who is on Pinterest? • Who is on YouTube? Vimeo? • Who is on Tumblr? Snapchat? Reddit? Google+, Google AdWords? Others?
- 4. SOCIAL MEDIA Social media are computer-mediated technologies that allow the creating and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. In 2016, 78 percent of U.S. Americans had a social media profile, representing a five percent growth compared to the previous year. According to estimates, the number of worldwide social media users reached 1.96 billion and is expected to grow to some 2.5 billion by 2018.
- 5. WHAT PLATFORM IS BEST FOR MY BRAND? Instagram: Instagram has become one of the Internet’s most popular social networks. The photo-sharing service is a great platform for urban artists to show their work and for followers to get hooked on peeking into their creative process. Enabling artists to present their works to a diverse and large audience and allowing a direct communication with the collectors, Instagram is becoming more popular as a means for showcasing fresh artworks and often acts as an art dealer. ARTISTS ON SOCIAL: Most Followed Artists on Instagram: http://www.complex.com/style/2016/10/artists-to-follow-on-instagram/ toyin-odutola http://www.highsnobiety.com/2016/05/24/best-instagram-artists/
- 6. YOUTUBE • By 2025, half of viewers under 32 will not subscribe to a pay-TV service • In an average month, 8 out of 10 18-49 year-olds watch YouTube • On mobile alone, YouTube reaches more 18-49 year-olds than any broadcast or CABLE TV network • You can navigate YouTube in a total of 76 different languages (covering 95% of the Internet population) • PewDiePie, real name Felix Kjellberg, is the highest earning YouTube star. He has over 43 million subscribers, and last year earned $12 million before tax in 2015 • Owned by Google • YouTube is the world’s second largest search engine and third most visited site after Google and Facebook • 300 hours of video are uploaded to YouTube every minute • There are 3.25 billion hours of video watched each month • More than half of YouTube views come from mobile devices • The average mobile viewing session lasts more than 40 minutes
- 7. BRANDING Consistent branding and voice is key: There are many elements that go into a brand—both visually and through you messaging—but ultimately what it becomes is your promise to your followers.
- 8. BRANDING
- 9. ARTISTS ON INSTAGRAM 2 MM Followers
- 10. PINTEREST By The Numbers: • Total Number of Monthly Active Pinterest Users: 150 million • Number of Pinterest Users from the US: 70 million • Number of Pinterest Users from Outside US: 80 million • Total Number of Pinterest Pins: 50 billion+ • Total Number of Pinterest Boards: 1 billion+ • Pinterest Market Value: $11 Billion+ • There are over 75 billion ideas on Pinterest Pinterest Demographics: • 81% of Pinterest users are actually Females. • 40% of New Signups are Men; 60% New Signups are Women. • Millennials use Pinterest as much as Instagram.
- 14. MARKETING STRATEGIES OVERVIEW The Three Marketing pillars: 1) Positioning: Define brand, messaging & value proposition. Who do you want to be? 2) Content Strategy: Establish platform strategy, posting cadence (how many times per day/week), editorial content strategy, R&D, partnership strategies (what your peers are doing where and how you can engage), PR strategy. 3) Growth - Organic & Paid: Audience Development (see next page) & Investment in growth on social media via organic and paid to increase credibility. Large numbers = high credibility and greater impact. Establishment of goals & benchmarks. YOUR BRAND POSITIONING CONTENT GROWTH
- 15. TENTPOLES • Events (openings, River Arts tours) • New Work, Book Releases • Holidays (Valentines, Halloween, Xmas, Passover) • News & Zeitgeist (current events, politics, museum shows, gallery openings, sports, science & nature, viral videos/ memes, awards shows) • Trends: https://trends.google.com/trends/ • Personal Recognition: Articles, press, shareability
- 17. LANDING PAGES
- 18. OUR 8-PRONGED DIGITAL TOOLSET Comprehensive marketing strategies should encompass most - if not all - of the following. Organic Outbound: Consistent quality content - on a schedule with engagement by the brand Paid Audience Development & SEO: Targeted spend on Twitter, FB, LinkedIn, YouTube, Facebook, AdWords more. Strategic Partnerships: Others in the space who can partner on YOUR behalf. Content strategy 1. What already exists vs. 2. What needs to be created. On location/ Ambassador Live, in person, real- time promotion. Zeitgeist / Current Events Contributing to and participating in the the digital conversation - #’s, trends. Google AdWords & Email Marketing Press and PR
- 19. EDITORIAL CALENDAR & POSTING STRATEGY Informational (who we are what we do – the definition of YOU) Inspiration (who do I admire, who are my heroes, followers, following, likes, loves) Entertaining & Fun (what am I working on – what do I love – what makes me cool and followable) Call To Action (Like me, follow me, buy me)
- 20. TRAFFIC DRIVING STRATEGIES Brand Awareness: A strong Platform Strategy to build a NEW audience Audience Engagement: Great content consistently posted & shared to keep them coming back Audience Development: Using organic & paid media to reach your target audience Call To Action: Strong sell to create conversions Conversions & ROI
- 21. Relevant Content That is uniquely and inherently sharable and represents the brand: Thought leadership, blogging published work, quotes from great leaders, great career advice, video, infographics, exciting visuals, memes, news, upcoming events and more. Sharing / Partnering Re-tweeting, engaging, liking, following, partnering on content (backscratching) with friends and family, partners, potential partners, peers, wanna’ be’s, heroes and even the competition. This includes monitoring accounts for positive and negative sentiment, engaging with the audience and capitalizing on those with larger and differing audiences from ours. How We Do This: A Four Pronged Approach Why Follow? What makes your brand a brand you want to follow? What makes it great and smart and interesting and newsworthy and quotable and funny and cool and fearless and badass? Let’s get some “Likes and “LOVES!” Call To Action The “call to action” is where we use all of the last three pieces to illicit a conversion. The audience knows the brand. They know we have great content and are respected (just look at those numbers!). Now is the time to push the conversion – be it a sign up for more info, attendance of a seminar or buying a book – we can now direct them to where they need to be to make a simple and direct buy.
- 22. DIGITAL PROFIT FUNNEL CTA Landing Pages Website O&O’s Email Strategic Partnerships Social Media YouTube AdWords / Paid Advertising PR/ Press
- 24. AUDIENCE STRATEGY & RESULTS 1. Audience #1 Core followers in the ARTS community, who are highly likely to participate —> high conversion rate to applicant, easier to reach via organic means. This is your core audience that will follow/convert without paid means. 2. Audience #2 (informed by analytics & targeting) New audiences outside YOUR traditional reach, who would be highly engaged and interested in the product (but they don’t know you yet). They will discover you via paid social, an extended network of ARTISTS using press, partnerships and other sponsored activity. 24
- 25. POTENTIAL AUDIENCES Your Current Audience Potential Audience Potential Audience Potential Audience Potential Audience 1.9 Billion Active Users YouTube said 1 billion unique users were now visiting the video-sharing website every month, or nearly one out of every two people on the Internet. 600 Million Active Users 300 Million Active Users
- 26. FACEBOOK TARGETING – BOOSTING CAMPAIGNS Name of campaign Demographics Location Potential Audience reach Targeting Targeting Budget Duration
- 27. MEASUREMENT Metrics of success (KPI’s) • Social: Impressions, engagement, growth (likes, followers) • AdWords: Impressions, goals • Video: Views & watch time & retention, subscriber growth on YouTube • Email: reach, open rate • ROI: conversion from reach to click to purchase / overall spend vs. above Tools: • Analytics Dashboards include Google analytics report, ad words performance, social metrics, spend vs. results. Weekly & Monthly reports. A 300% increase in social following & activity in 6 months with zero spend is possible. With significant Ad spend increases of 10-20x above + Conversions & ROI are possible. 2 7