Everyone groans at the word "marketing," but in order to fully round out your performance and your brand, reach out to burlesque fans, and have fans come to your show, you need to build an audience. Social media's an easy way to send your message and gather your people. In this workshop, the Professor of Nerdlesque Jo Jo Stilletto and social media expert Erica McGillivray (moz.com) will cover Twitter, Facebook, Pinterest, Tumblr, Vine, and Instagram and teach you: How to present consistent branding across platforms that matches your character; connecting with burlesque fans and how reach an audience beyond your friends, family, and fellow performers; what tools to use to streamline finding, creating, and sharing your content; tips and tricks on how to get the most amplification of your message from timing and formatting to sharing across networks; setting realistic goals based on your needs; and how to get the metrics that matter.

1. Social Media
Marketing for Winners
Erica McGillivray
Sr. Community Manager at Moz
@emcgillivray
Jo Jo Stiletto
Professor of Nerdlesque
@JoJoStiletto

2. We <3
Community
building
Social media
geekery
Performs as
Vicious
Wishes
Producing &
performing
nerdlesque

3. What is
Social Media?
@emcgillivray #burlycon @jojostiletto

4. Owned vs
squatting
You own your own
domain & email
lists.
You squat on social
media.

5. Live events &
social media
Different rules
everywhere!
Don’t be that guy

6. Business follower averages
14,709 followers
13,157 likes
229 followers
208 followers
@emcgillivray #burlycon @jojostiletto

7. Attention spans
18 minutes
2-3 hours
3 hours
3-4 hours
@emcgillivray #burlycon @jojostiletto

8. Your goals
Promote your work
Sell tickets
Build your brand
Network with other
performers

9. Strategy
Why are you on
social media?

10. Strategy
Why are you on
social media?
Branding: voice,
tone, and looks

11. Strategy
Why are you on
social media?
Branding: voice,
tone, and looks
How much time do
you have?

13. Major Networks
@emcgillivray #burlycon @jojostiletto

14. Let’s dive into:
Facebook
@emcgillivray #burlycon @jojostiletto

15. Page vs. profile
Analytics
Audience
segmentation
Updates seen less
Only comment/tag
other pages
“Better” networking
Updates seen more
often
No analytics
May shut down extra
profiles, re: “real
name” drama
@emcgillivray #burlycon @jojostiletto

16. Page vs. profile
Analytics
Audience
segmentation
Updates seen less
Only comment/tag
other pages
“Better” networking
Updates seen more
often
No analytics
May shut down extra
profiles, re: “real
name” drama
@emcgillivray #burlycon @jojostiletto

17. Facial recognition
Good news:
makeup & wigs
can fool it.
Bad news:
getting smarter
@emcgillivray #burlycon @jojostiletto

18. Content ideas on graph search

19. Event RSVPing

20. Smackdown on clickbait

21. Let’s dive into:
Twitter
@emcgillivray #burlycon @jojostiletto

22. Why?
Networking with
people you don’t
know.

23. Why?
Networking with
people you don’t
know.
Growing your
audience.

24. Why?
Networking with
people you don’t
know.
Growing your
audience.
Being a thought
leader.

25. Bought
1,759,098
followers
Has 0
friends

26. How-to have
conversations
Twitter’s all about
gabbing in 140
characters.

27. Management tools

28. To hashtag or not to hashtag

29. Egobait

30. Images work
37.5x average
engagement

31. Resonate
Is it working?

32. Twitter analytics
Is anyone
seeing this?

33. Twitter analytics
Do people
care?

34. Twitter analytics
Are they
clicking?

35. Twitter analytics
What do
they like?

36. Twitter analytics
Geo-
targeting?

37. Twitter analytics
Who else do
they like?

38. All about timing
Use Followerwonk to set times in Buffer

39. Let’s dive into:
Instagram
@emcgillivray #burlycon @jojostiletto

40. Behind the scenes

41. The performance

42. Hashtags

43. Crossposting

44. Save all the photos!

45. Minor Networks
@emcgillivray #burlycon @jojostiletto

46. Quick View:
Tumblr
@emcgillivray #burlycon @jojostiletto

47. Embed in your domain
@emcgillivray #burlycon @jojostiletto

48. 90% reblogging

49. Automatically backup your content

50. Quick View:
YouTube vs.
Vine vs.
Self-hosted
@emcgillivray #burlycon @jojostiletto

51. Brand awareness

52. 6 ½ second expressions

53. Keep it to yourself

54. Quick View:
Pinterest
@emcgillivray #burlycon @jojostiletto

55. Lots of opportunity

56. Board ideas

57. Board ideas

58. Quick View:
Google Plus
@emcgillivray #burlycon @jojostiletto

59. Posting
Tag

60. Posting
Tag
Hashtag

61. Posting
Tag
Hashtag
Share

62. Not a ton of activity
@emcgillivray #burlycon @jojostiletto

63. An active community

64. Graveyard &
N00b Networks
@emcgillivray #burlycon @jojostiletto

65. MySpace

66. Ello

67. Snapchat

68. Privacy & Safety
@emcgillivray #burlycon @jojostiletto

69. Tough Talk
There’s no way to
guarantee it. Or
completely hide
your Muggle self.

70. Some
Realities
@emcgillivray #burlycon @jojostiletto

71. Creepers

72. Grab this information
Any user profiles &
usernames
Email addresses

73. Grab this information
Any user profiles &
usernames
Email addresses
IP addresses
Websites they own/run

74. Grab this information
Any user profiles &
usernames
Email addresses
IP addresses
Websites they own/run
Their photos & unique
avatars
Phone numbers

75. Reporting harassment

76. Change the conversation

77. Let’s Revisit
a Social Media
Marketing Plan
@emcgillivray #burlycon @jojostiletto

78. Number of
follows by
influencers
Tickets
sold
Increased
mentions of
you
Number of
clicks on links
to your site
Increased
engagement
Number of
successful
PR outreach
Metrics & trackable goals

79. Number of
follows by
influencers
Tickets
sold
Increased
mentions of
you
Number of
clicks on links
to your site
Increased
engagement
Number of
successful
PR outreach

80. Set your
clock
Check-in at regular
time periods and
then adjust.

81. You can do it!
@emcgillivray #burlycon @jojostiletto

82. Contact Us
Erica McGillivray
@emcgillivray
emcgillivray@gmail.com
Jo Jo Stiletto
@jojostiletto
jojostiletto@gmail.com

83. Resources
• Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting
FTW by Jen Lopez http://bit.ly/1BG8Gvm
• Best Social Media Metrics: Conversation, Amplification, Applause, Economic
Value by Avinash Kaushik http://bit.ly/Z3c5rB
• Beginner’s Guide to Social Media http://bit.ly/1nUXyKp
• The Marketer's Guide to Facebook Graph Search by Simon Penson
http://bit.ly/1rYObel
• The Essential Guide to Social Media Etiquette by Jen Lopez
http://slidesha.re/1CLfavB
• Surviving Without Snippets: Your New Video SEO Strategy by Casey Henry
http://bit.ly/XKN2cR
• Ello: The Complete Guide to the Ad Free Social Network by Mark Traphagen
http://bit.ly/1vDffx3
• G+ Ripples Bookmarklet by AJ Kohn http://bit.ly/1nUXFFP
• Twitter Analytics http://ads.twitter.com/
• Tweetdeck http://www.tweetdeck.com/
• Hootsuite http://www.hootsuite.com/
• True Social Metrics http://www.truesocialmetrics.com/
• Buffer https://bufferapp.com/
• Rival IQ https://www.rivaliq.com/
• Wistia http://www.wistia.com/