Bop Design Business Principal Jeremy Durant Presents “Art of Social Media” at San Diego American Marketing Association Event

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Presentation addresses social media as an art form and how B2B businesses should approach social media marketing.

While reflecting on the topic of art, Michelangelo’s iconic Sistine Chapel came to mind and how elements of that fresco can apply to social media.

Today, Jeremy Durant, business principal of San Diego marketing firm Bop Design, presents the “Art of Social Media” to more than 200 attendees of the San Diego American Marketing Association’s (SDAMA) Art of Marketing conference. The presentation covers high-level lessons in social media, spanning strategy to execution.

“As I prepared the presentation, I realized the title couldn’t be truer: social media has become more of an art than a science,” says Durant. “While reflecting on the topic of art, Michelangelo’s iconic Sistine Chapel came to mind and how elements of that fresco can apply to social media.”

The presentation covers the following main points when implementing a social media strategy:

  • Planning is everything. “Michelangelo considered himself a sculptor rather than a painter, and he had no experience whatsoever with frescoes, requiring him to meticulously plan everything out,” says Durant. Considering available resources as well as target audience and objective will ensure social media grows year over year.
  • Quality content draws a crowd. While many marketers expect social media to yield immediate sales, in reality, social media is most valuable when used as a branding tool. Businesses can achieve this by building valuable content for readers, so when a problem arises the brand is top of mind.
  • Tell your story. “The Sistine Chapel depicts more than 15 biblical stories, yet form together to make one cohesive painting,” Durant says. “While posting new original and curated content, think of how it relates back to your brand story.”
  • Social media requires a lot of attention. To be successful, social media needs time and money. Businesses should take a look at its current manpower and evaluate if social media is an appropriate fit for the current year.
  • Find the human connection. When investing time and budget dollars into a plan, don’t just value the number of followers as a success metric. “Examine that following and determine who is truly a brand evangelist; are they someone who will recommend your business to others or a serial follower?” says Durant.

Durant closed the presentation encouraging marketers to continue exploring social media as a branding platform. “What works for one business’ audience may not work for yours’ and vice versa,” says Durant. “Reality is, social media is an ongoing learning process.”

The summary of “Art of Social Media” presentation is also available on the Bop Blog.

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Jeremy Durant
Bop Design
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since: 12/2010
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