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The Linked Photographers’ Guide to Online Marketing and Social Media

Book Description

"The Linked Photographer's Guide to Online Marketing and Social Networking" is a complete resource for photographers looking to improve their business through social media. This book provides a step-by-step process for getting a photographer's business online, and acts as a reference guide for the variety of online marketing options on the web. This one-of-a-kind guide is the key to making social media work for the photographer to improve their business!

Table of Contents

  1. Copyright
    1. Dedication
  2. Acknowledgments
  3. About the Authors
  4. Introduction
    1. What You’ll Find in This Book
    2. Who This Book Is For
  5. I. Introduction: Why Social Networking?
    1. 1. Social Networking: What Happened?
      1. Communication Today
      2. The Changing Photography Business
        1. What Happened?
          1. Consequences of Mass Media
          2. Benefits of Social Media
        2. How Do You Compete?
        3. The Training Wheels
        4. Does Google Know You?
        5. Investing in the Long Tail
        6. How to Be an Expert in Anything
        7. What Are They Saying About You?
        8. Social Media Is Helpful
      3. Our Future
    2. 2. Social Networking: How-To
      1. Become a Social Media Expert
        1. Be Efficient and Effective
        2. Participate Actively
        3. Be Influential
      2. Look at Your Community: The Solar System
      3. Market Yourself
      4. Share and Share Alike
      5. Network Online and Off
        1. Ask Questions
        2. Give to Others
      6. Build Trust
      7. Cater to Your Audience
      8. Act Like Jack
    3. 3. Social Networking: Your Story
      1. Create a Niche
        1. Be Memorable
        2. Be a Specialist
        3. Be Flexible
      2. Develop Your Story
      3. Create Goals
        1. Identify Your Target Market
        2. Act as a Resource
        3. Share Valuable Content
        4. Manage Your Time
      4. Be Real
      5. Consider Multiple Platforms
      6. Final Establishing Thoughts
        1. Build a Community
        2. Give First, Get Later
  6. II. The Basics of Social Networking
    1. 4. The Plan
      1. Name Your Domain
      2. Set Up a Professional E-Mail Address
      3. Prepare a Biography
      4. Create an Identity Through Branding
        1. Interview a Designer
        2. Be Alert
        3. Prepare Your Web Site
        4. Use Google
      5. Build Your Solar System
        1. Develop Your Community
        2. Build Your Brand
    2. 5. Personal Branding
      1. A Few Words About Personal Branding
      2. Everyone Is a VIP
      3. Your Personal Brand Statement
    3. 6. Your Web Site
      1. Introduction to Web Sites
      2. Considering the Options
        1. What Are Your Budget Level and Appearance Goals?
        2. How Are You Going to Use the Site?
        3. Who Is Your Audience, and What Would Appeal to Them?
        4. The Blog as a Web Site Trend
      3. Web Site Options
        1. Free
          1. Flickr
          2. WordPress.com and Other Blogging Platforms
          3. Tumblr.com
        2. Cheap
          1. Your Domain
            1. Your Name
            2. Where to Purchase
            3. Domain Extensions to Purchase
            4. Cost
            5. Variations
          2. Hosting
        3. Professional
          1. Premium WordPress.org Themes
          2. Photography-Oriented Web Site Companies
            1. liveBooks
            2. Dripbook
            3. APhotoFolio
            4. PhotoShelter
        4. Advanced (Studio, Successful Business Owner)
          1. Complete and Customized WordPress Theme
          2. High-End Options of Photo-Oriented Web Site Companies
          3. Custom-Designed Web Sites by Web Developers/Designers
      4. Aesthetics
        1. Look and Feel
          1. Branding
          2. Simplicity
          3. Color
        2. Navigation
        3. Image Display
          1. Size
          2. Image Navigation
    4. 7. Your Blog
      1. Ten Reasons Why You Should Blog
      2. Blogging Tips
        1. Make Your Postings Timely
        2. Write About Topics That Are Timeless
        3. Focus on the Behind-the-Scenes Content
        4. Ask Questions, Invite Dialogue
        5. Offer Opinions
        6. Share Your Expertise
        7. Use Lists
        8. Create a Series
      3. Ten Great Ways to Drive Traffic to Your Blog
      4. Best Practices for Blogging
        1. Identify Your Target Audience
        2. Set a Schedule and Stick to It
        3. Plan Ahead
        4. Keep Blogging in Mind
        5. Prewrite “Pillar” Articles
        6. Encourage Reader Questions
        7. Submit Articles
        8. Use Analytics
        9. Track RSS with FeedBurner
        10. Capture E-Mail Addresses
        11. Use Podcasts
      5. Blogging Platforms
        1. Blogger
        2. WordPress.com
        3. WordPress.org
        4. TypePad
        5. WordPress.org Plug-Ins
        6. Your First Blog Post
      6. Last Thoughts About Blogging
    5. 8. Search Engine Optimization and Analytics
      1. A Photographer’s Guide to Search Engine Optimization
        1. Search Is Important
        2. Google Doesn’t Index Web Sites
          1. Goals of SEO
          2. Being Google Friendly
      2. More Tips for Improving SEO
        1. Use a Good Content Management System
        2. Use Captions and Alt Tags for Photos
          1. Captions
          2. Alt Tags
        3. Use Links
          1. Link Out
          2. Link In
        4. Have Profiles and Use Them
        5. Comment on Your Peers’ Content
      3. Ask the Expert
      4. Google Webmaster Tools
      5. Analytics (Google Analytics)
        1. Signing Up
        2. Analyzing the Analytics
          1. Customize Your Dashboard
            1. Visits Graph
            2. Site Usage
            3. Visits
            4. Pages/Visit
            5. Bounce Rate
            6. Exit Rate
            7. Average Time Onsite
            8. Traffic Sources Overview
            9. Referring Sites
            10. Keywords
            11. Content by Title
          2. Custom Metrics from Google Analytics
    6. 9. AdWords
      1. The Paid Solution
        1. Know the Important Terms
        2. Keep Your Ad Relevant
      2. Considerations to Keep in Mind
        1. Advantages of AdWords
        2. Drawbacks of AdWords
      3. Campaign Creation
        1. Open an Account
        2. Determine Optimum Keywords
        3. Create a Budget
        4. Set Up Your Campaign
      4. Success Determinants
        1. Review Your Ads
        2. Analyze the Keyword Statistics
        3. Improve Conversions
        4. Optimize Landing Pages
        5. Use Analytics
      5. Internet Advertising
  7. III. Essential Social Networks
    1. 10. Flickr
      1. Overview
      2. Sign-Up
      3. Capabilities
        1. Upload Images
        2. Put Images in Sets and Collections
        3. Input Metadata
        4. Add Images to Favorites
        5. Add Contacts
        6. Comment
        7. Join Groups
        8. Send Messages Through Flickrmail
        9. View Image Statistics
        10. Upload Video
        11. Profile
        12. Tagging
      4. Benefits
        1. SEO
        2. Community of Photo Lovers
        3. Flickr Social Networking Integration
        4. Flickr API
        5. Art Buyers’ Image Search
      5. Best Practices
        1. Get a Pro Account
        2. Update Regularly
        3. Use Descriptive Tags
        4. Build a Community
          1. Add Friends and Contacts
          2. Leave Comments
          3. Add Photos to Your Favorites
          4. Join Groups
          5. Create Your Own Groups
      6. Tips and Tricks for Photographers
        1. Submit to Getty Images’ Flickr Group
        2. Add and Request Testimonials
        3. Protect Your Creative Rights
        4. Employ Licensing
        5. Analyze Results with Flickr Stats
        6. Purchase Photo Products
    2. 11. Twitter
      1. Overview
      2. Sign-Up
        1. Photo Tweeting Tool
        2. URL Shortening Tool
        3. MrTweet
        4. Twimailer
        5. Twitter Desktop Client
      3. Capabilities
        1. Twitter Stream (Timeline)
        2. @username
        3. # (Hashtags)
        4. Retweets
        5. Direct Messages
        6. Lists
        7. Followers
      4. Benefits
        1. Mobility
        2. Brevity
        3. Ability to Stay Informed
        4. Communication
        5. No Hierarchy
        6. Ability to Drive Traffic to Your Site
        7. Reputation and Expertise Building
        8. Collaboration/Networking
        9. Feedback
      5. Best Practices
        1. Think Before You Tweet
        2. Develop Content First
        3. Follow Evangelists
        4. Organize Tweetups
        5. Provide Valuable Content
        6. Network with Photographers
        7. Get Organized—Make Lists
        8. Start Conversations
        9. Ask Questions
        10. Find Lists with Listorious and Other List Aggregation Sites
        11. Respond to DMs and Messages
        12. Give Thanks
        13. Tweet Links
        14. Be Personable
        15. Set Up Twitter Alerts
        16. Comment
        17. Keep a Steady Stream
      6. Tips and Tricks for Photographers
        1. Photo of the Day
        2. Photo Tip of the Day
        3. Photo Hashtags
        4. Testimonials
        5. Specials/Deals
        6. Tweeting Time Advantages
      7. Simplicity
    3. 12. Facebook
      1. Overview
      2. Sign-Up
      3. Capabilities
        1. Personal Profiles
        2. Business Pages
          1. Local Business
            1. Fans
          2. Visual Artist
          3. Multiple Pages
        3. Communication
          1. Facebook Mail
          2. Wall
          3. Commenting
          4. Chat
        4. News Feed
        5. Photos
          1. Albums
          2. Tagging
        6. Video
        7. Advertisements
        8. Other Capabilities
          1. Events
          2. Info
      4. Benefits
        1. Connection with Your Audience
        2. Insights
      5. Best Practices and Tips and Tricks
        1. Establish Your Brand and Business Presence
        2. Drive Traffic to Your Own Web Site
        3. Interact with Customers
        4. Provide Customer Service and Feedback
        5. Offer a Social Networking Presence
        6. Draw in New Business
        7. Establish Client Relationships
        8. Monitor Customer Behavior
        9. Use Targeted Advertising
        10. Establish Your Personality
      6. Privacy
      7. Facebook Success Story: Lindsay Adler
    4. 13. LinkedIn
      1. Overview
      2. Sign-Up
      3. Capabilities
        1. Connections
        2. Profile
        3. Inbox
        4. Groups
        5. Profile Completion Status
        6. Contacts
        7. Applications
        8. Twitter
        9. Status Updates
        10. Events
        11. Recommendations
        12. Search
        13. Jobs
      4. Benefits
        1. Traffic to Your Site
        2. SEO
        3. Analytics
        4. People You May Know
        5. No Spam Contacts
      5. Best Practices
        1. Customize Your URL
        2. Complete Your Profile
        3. Connect
        4. Arrange Meetups
        5. Use Answers
        6. Take Advantage of Recommendations
        7. Join Groups
        8. Monitor Events and Awards
      6. Tips and Tricks for Photographers
    5. 14. Tumblr
      1. Overview
      2. Sign-Up
      3. Capabilities
        1. Media: Text, Photos, Quotes, Links, Chat, Audio, Video
        2. Dashboard
        3. Multiple Tumblelogs
        4. Multiusers
        5. Social Networking Integration: Twitter, Facebook, Blogs
        6. Integration of RSS Feeds
        7. Followers
        8. Like Feature
        9. Customization
        10. Timed Posts
        11. Photo and Photo Sets
      4. Benefits
        1. Ease of Use
        2. Integration with Other Sites
        3. Searchability
      5. Best Practices
        1. Use the Bookmarklet
        2. Provide Unique Content
        3. Create Resources
        4. Integrate with Your Blog
        5. Allow Search Engine Indexing
        6. Follow Other Photographers
        7. Add Visuals to Nonvisual Content
        8. Personalize Your Descriptions
        9. Reblog
        10. Add Tags
      6. Tips and Trick for Photographers
        1. Integrate Lifestream for WordPress.org
        2. Post Photos
        3. Search Tumblarity Directories
        4. Control the Image Resolution
        5. Manage RSS Feeds with FeedBurner
        6. Use Analytics
    6. 15. YouTube
      1. Overview
      2. Sign-Up
      3. Capabilities
        1. Creating a Customized Channel
        2. Embedding Video
        3. Subscribing to Channels
        4. Selecting a Customized URL
        5. Controlling Privacy
        6. Responding to Videos
      4. Benefits
        1. 3G+ Integration
        2. Audience Share
        3. Learning Tool
        4. Social Networking Integration and Embedding
        5. Analytics
        6. YouTube as “the Standard”
      5. Best Practices
        1. Create Interesting or Valuable Content
        2. Label and Tag Your Videos
        3. Create Your Own Channel
        4. Interact with Other Users
        5. Produce in HD
      6. Tips and Tricks for Photographers
        1. Tips for You Tube
        2. Tips for Content
        3. Tips for Music
        4. Tips for Software
        5. Tips for Video Capture
        6. Tips for Screencasting
        7. Tips for Video Editing
      7. Future of Photography and Video
  8. IV. Case Studies
    1. 16. Our Stories
      1. Case Study: Lindsay Adler
        1. The Big Three
          1. Facebook
          2. Blog
          3. Twitter
        2. Other Essential Networks
          1. Tumblr
          2. ModelMayhem
          3. deviantART
          4. LinkedIn
          5. Vimeo
          6. YouTube
          7. Flickr
        3. Other Sites
        4. Social Media Tips
        5. Essential Sites
      2. Case Study: Rosh Sillars
        1. Social Media Tips
        2. Essential Sites
    2. 17. Your Stories
      1. Chase Jarvis
      2. Jeff Curto
      3. Lara Jade
      4. Jack Hollingsworth
      5. David Hobby
      6. Don Giannatti
      7. John Harrington
      8. Jim Goldstein
      9. Trudy Hamilton of TruShots
      10. Thorsten Overgaard
      11. Seshu Badrinath
      12. David Mielcarek
      13. Jeff and Ana Kathrein from K&K Photography
      14. David Warner of LensFlare35
      15. Trevor Current
      16. Paul Bartholomew
      17. Frank Doorhof
      18. David Sanger
      19. Paul Manoian
      20. Jeff White
      21. Joseph Cristina
      22. Lan Bui
  9. V. Reference
    1. 18. Tools for Social Networking
      1. Social Networking
      2. Link Shorteners
      3. Social Media Readers
      4. Content Sharing
      5. Events
      6. Video Sharing
      7. Live Casting
      8. Community Answers, Opinions, and Reviews
      9. Collaboration
      10. Photography Sharing and Editing
      11. Video Editing
      12. Audio Editing
      13. Online Productivity
      14. Brand Tracking
      15. Blog Search Tools
      16. Search Data
      17. Analytics Tracking
      18. Feed Aggregator
      19. E-Mail Marketing
      20. Business Networking
      21. Business Tools
      22. Other Services of Interest