John Jantsch of Duct Tape Marketing (which you should probably be reading) has partnered with Microsoft Office Live Small Business to offer a free PDF: “Let’s Talk: Social Media for Small Business.”
But why should you care? You’re concerned with nonprofit arts marketing.
Arts and culture nonprofits have a lot in common with small businesses, in my opinion – tight budgets, multi-tasking (to put it lightly) staff. What we’re doing is integral to society, but we’re not saving lives here. And whether for-profit or nonprofit, neither will survive, much less succeed without a remarkable product, which really means a remarkable experience.
From an unlikely case study in “Social Media for Small Business:”
“‘We are not using our blog to sell signs, we are using our blog to sell the EXPERIENCE of getting a sign.’” (Lincoln Sign Company, Lincoln, NH)
“Social Media for Small Business” is very useful for arts marketing professionals. Jantsch outlines the basics: blogging, social networking, social bookmarking, etc., and how they can help you achieve your marketing objectives. He replaces the 4 Ps of marketing with the 4 Cs: content, context, connections, and community.
The PDF is jargon-free and explains terms that you may have heard but aren’t sure about. He recommends engaging with social media tools and communities in a specific order. The book also offers a few really useful and easy tips and tricks for each category.
And, it’s a fast read.
Microsoft makes you jump through a few hoops to get the PDF, but ultimately all you need to give is an email address, and you can opt out of their list. It's worth the tiny hassle. Start the process here.
UPDATE: A hassle-less download.
So, what do you think about this PDF? Is it just the right thing? Irrelevant? Please let everyone know in the comments.
What, you want more? These two are from marketer Seth Godin:
- Small is the New Big, 2006 - two free chapters to download.
- Flipping the Funnel: Give Your Fans the Power to Speak Up, 2006 - version especially for nonprofits.
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