Digital Marketing on a Shoestring: Heroic Stories of Bootstrapped

Digital Marketing on a Shoestring:
Heroic Stories of Bootstrapped Success!
Amanda McCormick
Digital Marketing Bootcamp for Arts Marketers
October 26, 2012
Short History of
Bootstrapped
Projects for FSLC
Created Film Society’s Blog
Email MKTG Program
Social Media Program
Created “New Voices” Program
NewDirectors.org
NYFF Website
NYFF Trailer Competition
Television Commercial For NYJFF
Bootstrapping isn’t always rational. For
some of us (like me), it’s almost an
addiction. The excitement and sheer thrill
of building something overwhelms the
desire to play it safe.
-Seth Godin, The Bootstrapper’s Bible
What is “BootStrapping”?
Internally generated projects
Flying “Under the Radar”
Driven by a “Champion” - someone with a great deal of
passion for a particular subject or initiative
Usually low budget
Characterized by rapid iteration and learning
What can BootStrapped Projects Do?
A Chance to Foster New Skills in Your Team
An Opportunity for Cross-Departmental
Communication
Self Promotion
New Audiences
Be “Pilot Programs” for Bigger Initiatives
A Chance to Try (and Maybe Fail) with Lower Stakes
Matt Bolish
Film Society of Lincoln Centre
Convergence
Micah Walter
Seb Chan
Cooper Hewitt
Labs Blog
Studies from the ARTs Field
Film Society:
Convergence
Live event that brought together
experts, practitioners and aficionados
of “Transmedia StoryTelling”
Took place during New York Film Festival
in FSLC’s New Film Center
New Foray for the Film Society into
“Workshop” format
Convergence: Results
Good Turnout for a Two-Day Event
Built lots of new partnerships with Like-Minded
Organizations
Brought in a new Audience
Established a platform to grow on
The Lessons: Convergence
Hacking The Problem
How to create a conversation with a new audience
Facilitating Creativity
Rapid Prototyping and Feedback
The Lessons: Convergence
Creating Spaces For Experimentation
Use existing spaces creatively
Set open-ended parameters for discussion
Reach out to advocates and ambassadors
The Lessons: Convergence
With Help From Your Friends
Knowledge of what the audience wants should guide
the development of live programs
Invite and incorporate partners who can broaden
your reach
Cooper-Hewitt Labs
Blog
Est. Jan 2012
Opens up a channel btwn CH’s Digital
Dept, the Public and the Industry
The Lessons: Labs Blog
Transparency
Don’t underestimate Your Internal Resources
The Lessons: Labs Blog
The Art of SElf-Promotion
Sometimes uncomfortable -- but essential
The Lessons: Labs Blog
Experimental
How can you set the tone for other depts?
Best Projects to
BootStrap
Blogs -- Internal and Group
Festival Websites
Events
Membership Initiatives
Best Tools FOr BooTSTrapping
Wordpress
Google Docs
Meetup.com
Skillshare
Takeaways
Cultivate an atmosphere of experimentation
Use digital tools to bring other depts into the fold
Bootstrapped Projects allow you to learn about your audience quickly
Look for Your Champions
Don’t shy from Self-Promotion
Hackers Just do It!
Bootstrapped projects keep you fresh
They can grow into full-fledged initiatives with time
Festivals, Membership initiatives, blogs all ideal projects
Create the opportunity for open-ended discussion
Thank You!
Amanda McCormick, amanda@jellybeanboom.com
Deck + Resources: jellybeanboom.com/boots