Derek Richardson: "Be authentic and don't try to be something you aren't as people won't connect with you."

Derek Richardson Social Media and Marketing tips for creatives
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Over the next few weeks we'll be doing a guest series of articles from leading marketers on the Island. They'll be sharing their tips on social media and marketing for creatives. First to share his expertise is Derek Richardson!

Derek is an international DJ and an experienced Social Media Manager. He has lived on the Isle of Man for 9 years and opened his first Social Media account in 2003. Originally from South Africa, Derek a.k.a. 'The Bandit' has shared stages with Carl Cox, Tall Paul, Dave Morales, Judge Jules, Pete Tong and Paul Van Dyk. Derek has many years of experience with the latest engaging social media and marketing techniques so we asked him to give us some of his best advice for creatives.

Q. What advice would you give to artists looking to improve how they manage their social media platforms?

Consistency is the keyword, choose the platforms you feel are right for you and create content for them. Showcase who you are and what you do. Be authentic and don't try to be something you aren't as people won't connect with you.

It is now easier than ever to make simple content on your mobile phone.

Video is massive and only going to continue being so. Having a content plan is going to save you a lot of time and stress, so spend some time mapping the content you will share over the next 3 months.

Derek The Bandit. Image courtesy of East Coast Radi

Q. How would you effectively use the following platforms?

All the major social networks now have algorithms. This means the social network decides what you will see based on your engagement. No longer are the feeds in chronological order and this means organic reach is going down. There is no point moaning about this, these networks are free to use – so now if you want to get maximum reach and engagement on Facebook the way forward is paid advertising.

You could also go down the route of using a Facebook group; this currently is a good option if you don't have any budget to spend.

I have seen clients increase their ROI on island between 30% to 70%. You can target 48'000 people on the island and it is very cost effective. If you are going to advertise, be sure to know the rules of Facebook advertising, as I see so many terrible ads.
You could also go down the route of using a Facebook group; this currently is a good option if you don't have any budget to spend. I am sure that Facebook is going to limit the organic reach in the near future.

The magic on Instagram is currently happening on Stories, this is where we are seeing the best reach and engagement.

Instagram has grown very quickly on island. There are currently 23,000 people who are using it. Their algorithm was recently updated and now if you add your hashtags in the first comment, you will be penalised. Also another thing to watch out for is comment pods, this when a select group of people always like or comment simply by adding one word or an emoji, this behaviour will also be penalised. The magic on Instagram is currently happening on Stories, this is where we are seeing the best reach and engagement. A #TopTip is to add a location into your story as this will help you be seen by more people.

Now onto Twitter, I honestly don't rate it much on the island. There are no official stats about how many users there are on the island. But if I had to guess, and this is an educated guess, I would say 3,000. So you need to decide if you want to invest your time on that platform.

If you are looking to target 13 to 24 year olds – Snapchat is one to investigate.

I would like to mention another platform, not a social network but a messaging platform. If you are looking to target 13 to 24 year olds – Snapchat is one to investigate. You would need to use your other social networks to get people to follow you. They have some fantastic features and paid options. If you are holding an event you could purchase a custom filter that people will be able to use and share with their friends.

Don't give up – Social Media is a commitment not a campaign.

Image courtesy of pexel.com

Q. What are the key elements of building a digital marketing platform for your small business?

You never want to be at the mercy of another platform, so always try and collect email addresses and mobile numbers. This way you will always be in control of your community.

Q. What are your top 5 social media do's and don'ts for artists and arts organisations on the Island?

1) Know your audience
2) Be Active but don't over-do it
3) Tone! - Make sure your message is clear and consistent across all channels
4) Be original!
5) Don't give up – Social Media is a commitment not a campaign.

Q. What's your number one tip that artists should be doing on social media that they may not realise?

Social Media is constantly changing and it's always good to keep up to date with all the changes otherwise what worked last week, might not work this week!

Q. Any additional thoughts?

Create and design for each platform. Don't have a poster designed and post that on your social networks. It looks terrible and you can't see the content properly, especially on mobile devices. Each platform is different, so design and create specifically for each one. Respect the audience on each platform.

Find out more about Derek!

Website 
Blog
LinkedIn
Facebook
Twitter: Derek Richardson
Twitter: Derek The Bandit 
Instagram 


A sponsored body of
The Department of Education, Sport and Culture
Rheynn Ynsee, Spoyrt as Cultoor
Isle of Man Government
Reiltys Ellan Vannin
Isle of man Government
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