Nurturing Your Network with New Media | American Society of Picture Professionals Seminar...

Nurturing Your Network With New Media

Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

[email protected]

ASPP New England & Photographic Resource Center at Boston University

@Sue_DesigEditor

mailto:[email protected]

www.designatededitor.com 2

6 years Page 1

Masters in Journalism & Mass Communications BA in Journalism

Social Media Strategies professor

suzanne’s experience


Paid media vs. owned media

www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor


Challenges we’ll address

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Developing contacts: nurture your network

Determining who the influencers are

Which tools & platforms are optimal

Measuring your efforts to boost ROI

Integrating platforms and efficiencies

http-//socialtimes.com/user-generated-content-infographic_b68911

www.designatededitor.com 8@Sue_DesigEditor


Who is your audience?

Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary?


Where does content live?

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4 stages to effectiveness

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Stage 1 Your website

Stage 2 Your blog & email

Stage 3 Platforms & tools integration

Stage 4 Optimizing your platforms & metrics


How to fully maximize your content

@Sue_DesigEditor


WordPress is free & versatile

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who is your audience?

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4 steps to content planning

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Step 1 Your audience & keywords

Step 2 Find & leverage the right tools

Step 3 Integrate social media channels

Step 4 Optimization & metrics


Keywords: Your prospects’ vocabulary

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Keywords: Google Trends

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Keywords: Include in Titles and Descriptions


Stage 2 Blog & email Google & search engines <3 fresh content

Activate keywords & make multimedia

Offers a glimpse inside your brand

Enable and moderate comments

Leverage blog posts to feed email

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Blogs cited as least expensive


Multimedia blog

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Tools to drive blogs & content


email

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

@Sue_DesigEditor



@Sue_DesigEditor

Influencer-finder tools



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Other influencer tools

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Stage 3 Integrate social media

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Claim social profiles

Determine most relevant social channels

Monitor, engage & integrate


Bruno Maia, IconTextohttp://www.icontexto.com

Integrate appropriate social media channels

http://www.icontexto.com/


How do I gain more fans?

Who do you know?

How do they know you’re there?

How can you tell them?

Email newsletters

Email signature

Icon and feed on your website

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• Towns & cities

• Gender & age

• Level of education

• Marital status

• Interests & Likes

Targeting Facebook ads

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Events

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Show your brand or curate others’

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Instagram



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Retail, gallery or events?


Stage 4 Social media optimization & metrics

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Be more efficient

Be more effective

Optimize for performance

Calculate your ROI


Tips to boost ROI

• Plan• Content first – let branding 2nd• Use pictures & video • Use Facebook Questions• Be timely: Post about popular topics• Be conversational• Direct ads to the fan page


Maximize Your ROI

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Step 3 Build topics

Discuss topics that best serve your growth markets & use

keywords

Step 2 Keyword research

What vocabulary are people using?

Step 1 Business development

Identify your best growth areas



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Stage 4 How are we doing?

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Engagement & Relevance

Facebook Insights


Google Analytics: now + social

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Boost awareness, loyalty & sales

Longer-lasting vs. paid media

Understand & relate to customers

Now you’ll know what’s working

Reduced customer service costs

Efficient & effectively find influencers

Benefits of a thriving network


In-person engagement

Questions?

Designated Editor Speaking Series

Happy to help!

Suzanne McDonald | Content & Social Strategist

[email protected]

@Sue_DesigEditor

Nurturing Your Network With New MediaASPP New England & Photographic Resource Center at Boston University

mailto:[email protected]

Nurturing Your Network with New Media | American Society of Picture Professionals Seminar...

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