The Art of Social Media – YouTube

#antenna @antennasocial

SOCIAL MEDIA & DESIGN

1Monday, 2 June, 14Before I get going, who knows what a hashtag is?I just want to let you know that if you have Twitter, Facebook, or Google + on your phone, tablet, or laptop here with you today, you can follow along by searching hashtag #antenna. I’ll be sharing key points from the presentation throughout the session and you can always look back at it afterwards. You can also follow @antennasocial to get the notifications.

The Art of Social Media

YouTube


2Monday, 2 June, 14Welcome... I’m Christina Adams and I’m here to help you understand YouTube from an Artist’s perspective. - BFA with Photography and Painting- Board position at grunt Gallery Artist Run Centre- currently co-owner of Antenna and work very closely with the Idea Factory If you want to know more about me and my business, check out our website at: antennasocial.ca

#antenna • www.antennasocial.ca

Agenda• YouTube – Why Should I Care?

• Designing A Plan

• Leveraging Key Features

• Content That Connects

• Building Community

3Monday, 2 June, 14Today you’ll learn: Why you need to know about YouTube; How to plan your YouTube channel; What the main features are and how to use them strategically;

YouTubeWhy Should I Care?


4Monday, 2 June, 14Why should you care about YouTube? There are so many reasons but the biggest is that it’s the third largest search engine after Google and Yahoo. People are watching it on all their devices – phones, TVs, computers, tablets.


YouTube• Best way to achieve a high

search ranking

• 2/3 of the world’s data will be video by 2017

• 18 - 34 year olds watch YouTube over cable (Neilsen)

5Monday, 2 June, 14Videos are the best way to quickly improve your search engine ranking. There are many ways to leverage YouTube – from a video blog to a series of professionally shot how-to videos. With over 1 billion monthly visitors, YouTube is one of the power houses in Social Media. Neilsen reported in 2013 that 18 - 34 year olds watch YouTube more than (and often instead of) cable TV. When I searched for “How To Polaroid Transfer”, the top video is one made 5 years ago. Find a niche and fill it and you’ll remain high in the search rankings for a long time.


Reach• Word of mouth, amplified

• Post at strategic times to reach more people

• Post content that is engaging so that it gets shared

6Monday, 2 June, 14What Social Media has that most other types of promotion doesn’t, is REACH. It doesn’t matter how many subscribers your YouTube channel has, it matters how many people engage with your content. What I mean is that if one person in your network likes or shares a video you made, that post will be seen and potentially shared by their friends and so on. So by generating content that your fans will “like” or share at peak times, you have the potential to reach a significant amount of people in an extended network from your fan base. It’s like word-of-mouth amplified.

Designing A PlanYouTube


7Monday, 2 June, 14


• Specific

• Measurable

• Attainable

• Relevant

• Time Focused

SMART Goals

8Monday, 2 June, 14You've probably already heard about "SMART" goals. This type of goal setting is important because it helps you identify what activities need to happen in order to achieve it. Start with a broad goal and then make it SMART. For example a painter may want to get a new exhibit lined up. Is it specific? Sort of. Is it measurable? All she needs is one exhibit and then the goal is met but it doesn’t state what kind of exhibit in what type of gallery for how long. And without a time frame, there is no way of tracking progress. A SMART version would be: “By Sep 1, 2014, have an exhibit of 10 abstract paintings confirmed at one of the galleries in my target market.”


The Who• Who can help you achieve

your goal(s)?

• The more you know about them, the easier it is to find them.

9Monday, 2 June, 14With your goal in mind, who do you need to to attract attention from in order to achieve it? In the case of the painter in my example, she’ll want to get the attention of those in charge of making exhibit decisions. The more you know about your audience, the better you can target them.


Audience• Geography

Where are your customers?

• DemographicsWhat are their common attributes?

• PsychographicsWhat are they like?

10Monday, 2 June, 14Often we focus on the obvious, easy-to-find characteristics such as Geography and Demographics – this is the first step. But more and more, advertising is targeted to psychographics. The difference is that demographics describes age, income bracket, gender and other identifiable attributes, where as psychographics describes interests, values, personality, and lifestyle characteristics.


Be The Answer• Your audience doesn’t know you exist yet, so what are they

searching?

• Speculation is not a strategy

• Once you find out, BE THE ANSWER

11Monday, 2 June, 14Behind every Google search there is a user typing a question. What’s the question that your target audience is asking that you can answer? Imagine that the audience doesn’t even know you exist... Find out what your potential audience is actually thinking BEFORE they know about you. Don’t speculate about what your target audience wants or needs, ask them. Once you know what they’re searching for, BE THE ANSWER. This is how you lure your target audience to your channel.


Keywords• Make a list of 6 - 10 words that:

• Answers the questions that your audience is asking

• Describes what makes you unique as an artist

12Monday, 2 June, 14Now you know what your audience is looking for, make a list of 6 - 10 words that answer the question or sets you apart from other artists.


Brand Identity• Embody the characteristics

that attract your target audience through:

• Logo

• Typography

• Colour Scheme

• Voice

13Monday, 2 June, 14Having a consistent image is important for recognition. The more your brand is repeated, the more people will remember you. A great brand describes your Art while embodying your values and showcases characteristics that will attract your audience.This includes: Logo; Typography; Colour Palette; Voice

Leveraging Key Features

YouTube


14Monday, 2 June, 14YouTube is a rich site that’s been around for a long time. So what are the features that you want to leverage right away?


15Monday, 2 June, 14Username; Channel Art with consistent brand; Links to website and other social networks


16Monday, 2 June, 14Take advantage of the video preview – a brief video that tells potential subscribers what they can expect from your channel.


17Monday, 2 June, 14


18Monday, 2 June, 14Make playlists... you can make them public or private. You can add your own videos or anyone else’s YouTube videos. You can use them to help find content to share on other social networks or use them to create categories for your own channel.


19Monday, 2 June, 14Be sure to provide descriptions with each video and include some of your key words. Jaeny uses key phrases like “video tips” and “simple tip” “help make your videos engaging”. These are common things people might search for when wanting video advice.

Content That Connects

YouTube




Be Helpful• Provide amazing tips to

make life easier for your audience

• Demonstrate your process

21Monday, 2 June, 14As well as “being the answer”, you need to build community. The common characteristic that unites all social networks is that their main purpose is to build community – rallying people together around a niche topic or cause. Here’s how you can build community: Be helpful. Provide amazing tips to make life easier. Demonstrate your process, show people how you do your work.


Be Emotional• Pull on heart strings or be

funny...

22Monday, 2 June, 14Pull on those heart strings... This is why cute kittens and puppy dogs rule the Internet. Also, anything funny is an emotional trigger that has a far reach on the web, uniting people who have a common sense of humour. This can also include highlighting affiliations with not-for-profit organizations.




Feel ExclusivePeople want to belong...

24Monday, 2 June, 14Be inclusive but make it feel exclusive. People like to feel that they belong to an elite group. The Internet has enabled groups of people with obscure interests from all over the world find each other and form communities, from Foodies to people who love “Saved by the Bell”. Form a community around the love of a particular style of art or artist, for example.


Be Awe InspiringPeople love to share bizarre and quirky items

25Monday, 2 June, 14Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.




Build Community• Interact with your fans

• Find the influencers in your niche category and interact with them – keep it relevant

• The more you participate, the better your credibility

27Monday, 2 June, 14Just like in face-to-face communities, online communities are more interesting when people interact with each other. The more you participate, the more likely people will remember you and your brand. Determine your influencers and interact with them and their fans and if you do it well, those fans will also become yours. The more you participate, the better your credibility.


You’ll Need• A device that records video

• Good lighting

• Good audio

• Energy

28Monday, 2 June, 14Now that you have the strategic thinking part of your planning done, it’s time to make a list of what you need to set the plan into motion. Your video can be shot well on any device that records video, as long as you keep in mind three basic things: Good lighting, good audio, and personal energy. On that note, here’s a tip for when your on-camera.




More Ideas• Tell the story of your work

• Film a tour of your studio

• Film openings

• Keep a video diary

• Make a slideshow of photos

Artist: ATSA







Thank you• Download “7 Steps To Social Media Success” and our

“Social Media Checklist” at antennasocial.ca

• Follow us on Facebook, Twitter, and LinkedIn @antennasocial

33Monday, 2 June, 14Visit AntennaSocial.ca to get our 7 Steps To Social Media Success and the Social Media Check List – our handy reference guide to community management. For more tips and info, check us out on Facebook, Twitter, and LinkedIn @AntennaSocial.

Date post:	19-Oct-2014
Category:	Social Media
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