PR Best PracticesPR Best Practices 'Who did you say you were?‘

Build relationships using best practices of social networking.

Rebecca Krause-Hardie Blog: Arts.typepad.comJanuary 19, 2010

Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at Rockefeller Philanthropy Advisors.

Introductions & Housekeeping

Welcome … and Welcome Back!

Rebecca Krause-Hardie

Today’s plan

Questions or ideas from last week

Intentionality & Branding

Understanding the playing field

Listening

Building Relationships

Specific stuff you can do

Homework (talk’s cheap)

Q & A (don’t wait until the end!)

Intentionality & Branding

Who are we?

How do want others see us?

What is our unique persona?

What value do we bring?

How do we present ourselves?

In our pr releases

In our videos and podcasts

In our blogs & online conversations

Understanding the playing field - becoming a social

media scientist

Listening is the next step

Lots of conversations out there …

Assess these conversations

Volume

Frequency

Tonality

Value

Etiquette

Joining the conversation & build personal relationships

What is the value of those relationships?

close rate on referrals 75%

close rate on direct mail 2%

The power is both positive and negative - good buzz and bad buzz. (be thoughtful)

trusting

Flickr attribution opxphile

sharing

responsive

Flickr attribution ClickFlashPhotos

valuing

Flickr attribution avriette

giving away control

Flickr attribution kitchenkam

The Currency of Social Capital

Add value BEFORE asking for stuff

Participate in the conversations

Let go of: “What am I going to get out of this for me”

Help your colleagues

Give away stuff for free

By investing in authentic trusting relationships in your social networks,

you build waves of social capital.

Where do conversations happen?

Where do conversations happen?

Where do conversations happen?

Where do conversations happen?

Bloggers

Online printing press

Last week’s homework

In one sentence tell us why we should write about you and why our readers will care.

Define who are you trying to reach

Discover your keywords

Using Google adwords, searches, blog search, listening, etc.

Appealing to writers / bloggers

Research (Listen & Read)

Keywords

What do they write about

Find out how you fit in

Read their blog

Listen … before you leap in

Join their conversation

Comment

Adapt your story to them

Who are you trying to reach?

Where do THEY go for information?

Think of it as a little town…

Posters at the school, library, storefronts, C of C, etc.

Postcards mailed and flyers hanging on the bulletin boards at the coffee shop and gym.

Ads, Interviews or articles

Word of mouth.

Let’s take an example - Find gigs for my band

What kinds of events do we do?

Weddings, Bar & Bat mitzvahs,parties, funeral services, church gigs

How do those people find bands?They ask friends & hear them at eventsThey research & talk to people

• The organist at the church• The cantor at the Synagogue• The lady at the wedding store• The caterers• The local college

Explore & identify the online equivalents

Google searches

Include location in your search

Blog searches

Who are potential partners

What kind of win win arrangements can you make?

Explore & identify the online equivalents

Explore & identify the online equivalents

How do you add value & make it easy for people to

find you?Let’s explore that together

What have you tried?

What works?

What doesn’t?

How are you at risk taking?

Conversation Prism

What do we do with keywords?

Tweak our own website

Headers

Content Text

What do we do with keywords?

Monitor your ‘marketplace:’ Pay Attention!

your name & brand

Your competitors

Related products

and services

How?….

What do we do with keywords?

Basic Monitoring Tools:

Google Reader

Google Alerts

Google Reader

http://www.google.com/alerts

Find others to learn from

Are there people out there like you who are already doing what you want to do?

Learn from them (we don’t have to be first) We can learn a lot!

Find out about them

Track on FB, Twitter, YouTube, Google search, read what others say about them,

Look at their style and tone

Being a sleuth - part 1

Search google for keyword

Check out top blogs for fit or connections

Click on some ‘competitors’ or

‘mentors’ - study them

Click on some ‘competitors’ or

‘mentors’ - study them

Click on some ‘competitors’ or

‘mentors’ - study them

How does this DJ create value?

Summing it Up

Social Media Best Practices

Listen

Join the conversation

Be courageous

Take small steps

People are forgiving if your intentions are good

Wash, rinse, repeat

Homework

Setup google alerts for your name

Setup google reader and add alerts to it for your keywords

Find someone to follow

Q & A

THANK YOU!

The NYSArts Blog:

http://nysarts.typepad.com

Post your stuff, your questions, your insights, your feedback….

Upcoming Sessions

Session 3: Successful Promotion on the web

Tuesday Jan 26, 4:30 PM

February: Multimedia Skills

March: Music, Money & Sustainability

Resources

The NYSA Blog: http://nysarts.typepad.com

Adwords: https://adwords.google.com

Musicians tools:

http://www.topspinmedia.com/

http://www.reverbnation.com/

http://tinyurl.com/prweb1Case Study: http://tinyurl.com/fistfulayen1

PR template http://tinyurl.com/smPR1

Glossary of web terms:

http://www.seobook.com/glossary/#

Rebecca’s blog: arts.typepad.com w/lots of stuff

Cell & PDA 978-407-6002