the role of social media and online communication in developing and growing your craft and design...
TRANSCRIPT
The role of Social Media and Online Communication in Developing and
Growing your Craft and Design Enter-prise
Ciara GannonCommunications Assistant
Design & Crafts Council of Ireland
• Why an online presence is important• Choosing a tone and platform for your brand• Presenting yourself as a professional artist• Distinguishing your brand identity from yourself (usually!)• Dos and Don’ts for social networking• Social Media tools
What we will be looking at
• Visibility• Promotion• Networking• Cost-effective advertising (updates to Facebook re paid)• Wide reaching• Target potential customers
Why an online presence is important
• Marketing • Promoting your brand• Spreading the word on offers• Facebook exclusives• Facebook becoming ecommerce site?• Paid advertising on Instagram
“Social Media is now an essential part of
doing business”
socialmediatoday.com
• Social media can fall by the wayside when some-thing else has a definite due date
• 80:20 rule = 80% external content, topical arti-cles etc.20% content re your brand
• Make it fun, don’t let it be a chore• Social media calendar
69% mobile traffic
31% desktop
StatCounter
“People are 18 times more likely to buy directly in their News Feed than when clicking off to a separate website”Wade Gerten, chief executive of 8thBridge
• Harlem Shake• Ice Bucket Challenge• Human Rights Campaign for marriage equal-ity• Pray for France• Temporary profile images
Choose your platform
• Who is your audience?• Who is your customer?• Target market?• What do you want your users to do next?
i.ebuy your product, share an image etc.
Choosing a tone/platform for your brand
The answers to these questions will influ-ence your choice of platform and deter-mine your tone
• Use of language is important • Keep it simple• Ask questions• Competitions?• Curate content• Consistency• High quality images – sized correctly for each platform (production images can sell a show/exhibition)• Videos give value
Presenting yourself as a professional artist
Molloy & Sonshttp://vimeo.com/98728962
Cushendale Woollen Millshttp://www.youtube.com/watch?v=bjt8keLw0M0&list=PLzGatYgX4RzHs_XiEJJ1Bx8xnb38Cr598
Irish Craft Studio Experiencehttp://www.craftinireland.com/explore/studio-films
UK Crafts Council commissionhttp://www.thisiscolossal.com/2013/12/pottery-meets-experimental-animation-in-this-ceramic-phonotrope/
University of Wroclawhttp://vimeo.com/103992350
Informal online tone
Springwoolshttps://www.facebook.com/springwools?fref=ts
Chupihttps://www.facebook.com/xChupi
GMIT Letterfrackhttps://www.facebook.com/OfficialGMITLetterfrack?fref=nf
Snughttps://www.facebook.com/pages/Snug/585506674876999?skip_nax_wizard=true
Facebook advertising
Facebook Advertising
Twitter Advertising
Include social media details on ALL printed materials
Don’t listen to Alec Baldwin…..
“Always Be Closing” – Glengarry Glen Ross (before you were born)
Don’t be overly ‘salesy’, post content your follow-ers willfind interesting
Don’t post content you don’t find interesting
vSocial Networking
Conversations with people
NOT a one-way conversation
• Have a social media strategy• Friend and Follow• Endorse – ‘like’, ‘retweet’, ‘favourite’, ‘pin’• Post regularly• Be consistent• Build a relationship with your followers• Follow people you admire - see how they structure content• Post relevant and interesting content• Use the 80:20 rule
DO
• Post inspirational content • Update content regularly• Create a custom URL• Respond to online queries in a timely manner• Ask opinions• Double check links• Check spellings and grammar
DO (cntd)
• Link your social media accounts• Be overly ‘salesy’• Post negative remarks• Express extreme personal / political / economical opinions• Comment negatively on your contempo-raries
DON’T
• Ignore any negative feedback• Be afraid to ask opinions• Share sensitive information• Behave unprofessionally
DON’T
Know your audience
Share and share alike
Social Media Tools
• Hootsuite - manage multiple social media ac-counts• Buffer - Twitter, Facebook, LinkedIn, Google+• Tweetdeck - social media dashboard application• Facebook Scheduling - schedule posts• Pixlr - online image editor• Google Analytics - statistics on click throughs etc.
Social Media Tools
• Bit.ly – shortens links, Engagement & Tracking• RGBstock – free stock images• Ghostlab – checks your website on different plat-forms and browsers• SlideShare – share presentations• Google Alerts – for name and brand name• IFTTT – connects different web applications• Tweriod / Socialbro – when are your followers most active?
Social Media Tools
• Buzzsumo – find the most shared content• Followerwonk – search social media profiles for in-fluential people• Dasheroo.com – dashboard• MarketingGrader.com – grades your sites perfor-mance against key metrics• Piktochart• Canva
Social Media Monitoring - activity on your pageTrends - reportsAwareness – what is visible on your page / met-ricsReview - what is being said about your brand on-line?
Websites
• Good web design• Important to have an ‘About’ section• Blog• Include social media details / icons• Encourage customers to buy?• Mobile browsers – is your website mobile responsive?
• Tone• Branding• Offers
Consistency across social media and web-site
• Choose your social media platforms• Decide on a tone • Know your audience• Be consistent• Post regularly• Engage with your followers
Recap
