Social Media Marketing for Artists and Entrepreneurs

Social Media Marketing

EVACOMICS

© 2015 Evangeline Neo, Evaworks Pte Ltd http://www.eva.sg

For Artists &

Entrepreneurs

Evangeline Neo (Eva)Introduction

Bachelor of Fine Arts (BFA), 2007Academy of Art University, San Francisco, CA, USA

Masters in Business Administration (MBA), 2013 Waseda University, Tokyo, Japan

Drawing webcomics for 8 years. Self-published first comic book in 2014:

Worked full-time at NYP for 5 years.

Singaporean who speaks English, Chinese and Japanese (N1).

73,000 Facebook likes with NO ADS and NO SUPPORT from major

companies.

100% organic

Introduction

EVACOMICS

Strategy

FanbaseBuild & engage fans, constantly. Review

performance.

Strategy

TargetTarget your customers & know which social media channels they are using.

CreateExecute the plan & create

content for Target audience.

NicheAnalyze yourself to find

your niche area.

NTCF Framework

© 2015 Evangeline Neo, Evaworks Pte Ltd

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Step 1: Niche

• Must develop niche area to stand out from competition (DIFFERENTIATION)

• To find niche area:

– Have special skill/knowledge?

– Topic that you are passionate about

– Identify what you tend to do or where you hang out (both offline and online)

– What you want to do


Strategy > NTCF Framework

SWOT Analysis

Strategy > NTCF Framework > Step 1: Niche

STRENGTH WEAKNESSES

OPPORTUNITIES THREATS

Many times Strength is also

Weakness.

SWOT Analysis (Evacomics)STRENGTH

• Social Media Marketing skill• Experience living in Singapore, US and Japan• English, Chinese and Japanese language capability• Cute & attractive comics

WEAKNESSES• Lack of funding• Lack of fame• Lack of editing & publishing support

OPPORTUNITIES• Target Japanese market: Comics that teach English.• Target foreigners who are interested in Japanese culture• Target Japanese who are interested about how foreigners view Japan.• Target foreigners who are interested in Singapore.• Social media advertising for Japan-related products & services

THREATS• Competition from other artists about experience living in Japan and other FB pages about Japan• Sensitivity to religious, racial or other controversial topics• Plagiarism

Strategy > NTCF Framework > Step 1: Niche

Step 2: Target

• Define who your target readers/customers are (can be geographic, age, interest, income, lifestyle, etc.)

• Understand what they might be interested in and where they hang out (offline & online)

• Find out which social media channels they use.



Which Social Media Platforms?

• Select based on your target audience.

• Selection criteria:

– Number of active users (is platform popular?)

– User interface to match your content

– Geographical reach

– Type of users who are using the particular platform (can be demographics by age/gender or behavior)

Strategy > NTCF Framework > Step 2: Target


Facebook, Twitter, Google+, Instagram…

CONTENT NOT PERMITTED FOR PUBLIC RELEASE.

Twitter, Facebook, MIXI…



Audiences Behavior Style Growth Potential

Twitter Mass publicMainly for news consumption or obtain live updates from celebrities.

Short text, one image Likely to slow.

Google PlusMass public (early adoptors & creatives), majority Male.

Tech savvy & creative because of YouTube, Blogger, etc. user generated content.

Works like Facebook but without the bugging ads

Likely to be around for a long time to fight with Facebook. Active users increase with smoother integration with YouTube and Blogger.

Instagram Mass public, majority young & Female

Enjoys posting OOTD, daily life & travels.

Square photos & short video clips Likely to increase.

Pinterest Mass public, majority from US & Female.

Enjoy interesting images & certain amount of vanity.

A virtual board with pinned images.

Likely to increase with links to online shops where people can purchase the item on the photo. However growth limited to US.

Tumblr Young Americans teens

The cool place to be where parents aren’t checking. Reciprocal, prefer direct, straight to the point message & mainly images.

A blog with simple interface, lots of images and minimum text.

Likely to decrease. Teens may move on to other places after they grow up. Acquisition by Yahoo & increasing ad placements might steer existing users away.

SmackjeevesMajority Americans and Europeans who love to read comics.

Are loyal to the comics that they subscribed to.

Custom comic pages where readers can subscribe. Click next to navigate the pages.

Likely to remain as is.

The Duck Same as Smackjeeves. Same as Smackjeeves. Same as Smackjeeves. Likely to remain as is.

Tapastic Americans who love to read comics.

Are loyal to the comics that they subscribed to. They are also open to cuter style of Asian comics with varied themes.

Scrolling style of reading comics.

Likely to grow because it allows fans to do regular contributions to their favorite artists, encouraging popular artists to establish presence there.

Side by Side Comparison

Strategy > NTCF Framework > Step 2: Target > Which social media platforms?

Step 3: Create

• Create accounts at respective social media channels

– Short and easy to remember names

– Same ID if possible (for branding)

• Link them up at your website/blog.

• Consider writing articles or make videos to establish yourself as the expert in that niche area.

• Post and monitor.



Facebook’s “High Quality Content”*• Is this timely and relevant content?

• Would you share it with friends or recommend it to others?

• Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content)

• Would you complain about seeing this content in your News Feed?

*Source: “News Feed FYI: Showing More High Quality Content,” Varun Kacholia, Facebook for Business, 24 Aug 2013, https://www.facebook.com/business/news/News-Feed-FYI-Showing-More-High-Quality-Content, accessed 25 Jul 2014.

Strategy > NTCF Framework > Step 3: Execute

What this means?

• Improve content

• Interact more with your fans

• Post stories that encourage comments/shares

• Diversification to other social media platforms/advertising (e.g. TV ads, email newsletters, etc.)


Strategy > NTCF Framework > Step 3: Create

Best time to update

Source: “Asia-Pacific Content Consumption Trends,” Outbrain, Jan 2014, http://www.outbrain.com/apac-content-consumption-report, accessed 24 Jul 2014.



Best time to update (SE Asia)However, this means more competition

too.

You can also try updating at other

times to test if your audience is around.


Step 4: Fanbase

• Initial fanbase is very important to influence others and convert “fence-sitters” to fans.

• How to get fans:

– Friends

– From other FB pages, Blogs or Forums where your target audience might hang out in.

• Make them feel important, they are your Brand Ambassadors! Thank them after events!


Strategy > ATEF Framework

How do you know it’s working?


• When people who are not your friend starts following you

• Set your own benchmark or against competitors of similar content/industry

• KPI will change (depending on platform’s algorithm, type of posts, etc.)

Strategy > ATEF Framework > Step 4: Fanbase

Results• Increase in commissioned work and sponsorship

• Patreon campaign

• Invitations to talks & demo

• Published in Indonesia byElex Media, part of Gramedia, a major publisher in Indonesia.


8 Personal Tips1. Experiment with different contents & posting time until you find

more strangers liking your page & posts.

2. Reply your fan comments (preferably in a witty manner).

3. Craft interesting captions & use #tags

4. Update regularly if possible (with good content)

5. Avoid sharing your posts on your personal FB all the time.

6. Imagine you are the viewer, will you be interested?

7. Do not keep on asking what your fans would like to read.

8. Have a website/blog that is mobile-friendly.


Disclaimer

• There is no ONE METHOD for everyone.

• Validate if solutions are suitable for you and try to see if they work.


Recommended Readings• Social Media Examiner

• Social Media Today

• We Are Social

• “Socialnomics: How Social Media Transforms the Way We Live and Do Business” (2012) by Erik Qualman


Thank you! 谢谢！ありがとうございました！


www.patreon.com/evacomics

AND GOOD LUCK!

Social Media Marketing for Artists and Entrepreneurs

Marketing

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