SOCIAL

MEDIA
FOR
CREATIVES

A Practical Workbook for Establishing and

Monetizing Your Credibility as an Artist

Kino Alyse
SOCIAL
MEDIA
FOR
CREATIVES

A Practical Workbook for Establishing and

Monetizing Your Credibility as an Artist

Kino Alyse
Copyright © 2021 Kino Alyse

All Rights Reserved. No part of this book may be reproduced or used in any
manner without the prior written consent of the copyright owner, except for the
use of brief quotations and in reference to any workflow or educational purpose
therein.

To request permissions, contact the publisher at kino@kinoalyse.net

Paperback ISBN Coming Soon

Ebook ISBN Coming Soon
ASIN: Coming Soon

First Ebook edition September 2020

Edited by Kino Alyse

Cover art by Kino Alyse
Layout by TheBlogCreative
Photographs and Examples Belong to Their
Respected Owner, Listed by Page in the Contributors
Chapter, All Used With Written Permission.

Distributed by Kino Alyse Limited in the USA

Kino Alyse Limited

6110 E Colfax Ave, Ste 4-225
Denver, CO 80220

kinoalyse.net
 Condense Your Value
Twitter allows for 160 characters within a Keywords
bio. Next, take a look back at what you've
written. Pick out keywords in your draft.
The perfect profile ought to use short, These are the important words that would
descriptive text. Most of us aren't great at change the meaning of your value if left
writing about ourselves, nor knowing the out.
value we offer our audiences. I want you to
reflect on both. First, look for proper nouns, verbs, and
actions. Then, consider if there is a shorter
What follows is a workflow to help phrase or word that could cover a wordy
condense complex thoughts into short, thought.
impactful statements. Condensing
identifiers is a skill that's useful across For example, "I am a variety gaming Twitch
social media. This process is written streamer who is bratty and kinky and full
universally, so use it everywhere you find of spunk" is rather wordy. How can you
trouble with character limitations. reduce that to something descriptive and
hard-hitting?
The next pages are for you to write about
you and your work. I recommend "Kinky cupcake variety streamer." Perfect.
approaching with stream of
consciousness. Later, we'll focus in and Condense
pick apart the good bits. Lastly, get rid of everything that isn't
necessary. Consider the objective of your
Condensing your value has three steps. profile and only keep words, phrases, and
links that are specific to that goal.
Word Vomit
Step one: give voice to the chaos. Ignore Write multiple drafts. For content like
the 150 character limit and dump your profile bios and hard-hitting posts, each
thoughts out in a first draft. There are four draft should be more specific than the last.
things I want you to consider:
Business description Make sure the links are relevant and don't
Voice, time, and imagery of your brand add left-field information. I understand
Unique Value that some creators have side stories and
memes, but beware of esoteric
Try to summarize rather than set your information in your profile.
thoughts completely free. If you have
anxiety, as I do, and a wall of words feels What follows is an example of this process
more natural, do that. and space for you to write your own.
 Condense Your Value
Business Description Voice, Tone, Imagery
I am a content creator who dedicates I value effective, meaningful, and actively

most of my time to business discussions, useful content. I don't want to waste

tutorials, and research. My primary time. I also value the human experience. I

content platform is Twitch. My primary want to acknowledge every creative's

monetization platform is Patreon. I unique journey and cater the experience

consider myself a scholar of art and to help them thrive individually.

business with a scientific background.

Unique Value Links and Hashtags

I focus on the human experience of https://www.patreon.com/kinoalyse

every creative while acknowledging a https://kinoalyse.net

need for non-fluff instruction. My https://www.twitch.tv/kinoalyse

content is universal but also offers https://medium.com/@kinoalyse

content for specific genres. It focuses https://www.instagram.com/kinoalyse

on digital creatives. The focus of my

content shifts monthly.

 Condense Your Value
Most Important Link(s) Keywords
To interact: digital marketing, leader, resources,

https://www.twitch.tv/kinoalyse thrive, digital creatives, new topics

To convert:

https://www.patreon.com/kinoalyse

My Profile Objective Final Bio

To build credibility as a brand. To provide Digital Marketing Leader

free access to effective, new [Book Emoji] Resources:

information to boost their success. To http://patreon.com/kinoalyse

convert value to Patreon through the [Camera Emoji] Stream:

stream.. The purpose is to convert my http://twitch.tv/kinoalyse

audience to Twitch, then to Patreon. [WEBSITE LINK]

 Condense Your Value
Business Description Voice, Tone, Imagery

Unique Value Links and Hashtags

 Condense Your Value
Most Important Link(s) Keywords

My Profile Objective Final Bio

Strategy
USING TWITTER EFFECTIVELY
Target Audience
OBJECTIVE MARKETING

KINO ALYSE | KINOALYSE.NET | COPYRIGHT 2020

 Target Audience
A target audience is a grouping of types of people a profile caters
or directs content at. Knowing the target audience has several
uses. For one, it helps to track what content works with a
particular set of segments (more commonly referred to as
"demographics"). It also assists in planning for new
demographics. Hashtags, visuals, and captions all provoke varied
responses with different audiences: a creative wouldn't use
internet lingo and himbo memes if they want to target your
grandmother.

Second, knowing your audience also contextualizes organic

growth and scale. Most importantly, it allows creatives to route
audience-specific content (including advertisements).

Twitter does not have a built-in audience Insight page like

Instagram. If you find that much of your audience interacts with
both platforms, use that platform to inform your current
audience.

Twitter advertisers, however, do have access to in-depth Analytics

which we will discuss in the Monetizing Twitter chapter.

For now, let's dive into what a Target Audience is and how to use
this data effectively.
 Market Segmentation
The diagram below illustrates different Often, marketing experts overlap these
variables for groups of people. The segments to get a clearer picture of a
umbrella segments, demographics, group of people for advertising. It is critical
psychographics, behavioral, and to consider who consumes content and
geographics, are all groupings - everything who is a potential consumer. Refer to Local
underneath has a common thread with Marketing (page 194) for segment research
the group, explained on the next page. and applications.

Demographics Psychographics

Age
Activities
Gender
Attitudes
Income
Personality
Marital Status
Values
Ethnic Background

Behavioral Geographics

Local
Benefits
National
Patterns
International
Usage Rates
Regional
 Demographics Psychographics

The demographics segment refers to Psychographics narrows down the

socioeconomic statistics within a psychology of the audience. This includes
population. It includes age, gender, what they enjoy doing, how they feel
employment, education, income, marital about particular issues, their demeanor,
status, and ethnic background. For artists, and moral values.
this is important for generally defining
what your customer looks like and This is especially important for political
informs what type of person to write a streamers, advocacy artists, and anyone
tweet to. For example, you wouldn't write involved with social and environmental
himbo memes and Zelda jokes to an issues.
audience of grandmas you want to sell
quilt work to.

Behavioral Geographics

Behavioral segments consider how the
audience interacts with a product, service,
experience, or person. Using the other
segments, it begs for questions like, "How
does this audience benefit? What are their
daily patterns for using it? How often will
they use it?"
Geographics refers to where in the world a
group is. However, using this segment
effectively requires some intricacy and skill
in target marketing. As explored in the
Monetizing Twitter chapter, having
defined geographics can cause a wild
difference in content success.
 Target Audience
Twitter does not retain audience data by and your community. Artists tend to get
default. As a result, it's important to have into a trap of talking exclusively to other
an idea who you might already be artists, rather than an audience who wants
targeting. Please pay in mind that there is to purchase their work. Let's explore who
a difference between your Target Audience you already tweet to.

Who is your current demographic?

Which psychographics interact with your tweets?

What behaviors do they have with your tweets/product?

What geographics applies to your current audience?

 Target Audience
Now, consider who your Target Audience Because artists have a multitude of
is. Who is haven't you been tweeting at, products, you may want to consider
someone who is interested in interacting different audiences per asset. Let's start by
with and purchasing your product? defining one below.

What demographics could find your tweets/product appealing?

What psychographics might value your content?

What behaviors apply to your product, brand, or tweets?

What geographics might be interested in your content?

 NFT Collectors
I want to spend time addressing the Web3
environment, specifically Collectors.
Target Audience contextualizes specific
profiles and adheres to a relationship with
your content. However, with the
introduction of Web3, we need to explore
personas and value sets of Collectors.
It should be noted that technically, these
are within the Behavioral and
Psychographics of your Target Audience.
There are a couple of considerations. First,
Collectors value work for different reasons,
just as you work has different value sets.
I don't think that a Collector should be
held on a higher pillar because they value
investment over appreciation for work, for
example. All NFTs have innate values.
None are "above" another.
Note that most Collectors have multiple
values.
So far, I've identified nine values.
Aesthetics & Traits
This is an appreciation for the art or traits
of the art. For example, I love Japanese
gothic styles, macabre horror, and blue
hour. NFTs with those traits speak to me,
so I value them more than I might work
with another aesthetic. It's especially
important to note Collectors who have
niche appreciation if you are a niche artist.
Investment (or Proof)
These Collectors want to invest in your
work for the purpose of monetary gain.
Some only invest in sure flips for profit.
Many of them also do research into the
portfolio, background, and history of an
artist in order to leverage their bets that it
will be worth flipping in the future.
Appeal to this group through strong word
of mouth within the community, portfolio
(usually a website or Instagram), and
through organic conversations with the
Collector about your work.
Crypto Cloaking
This Collector wants to hide crypto in NFTs.
Basically, they've traded one form of
currency for another. For the most part,
this isn't an appeal one would use with
their marketing, so I don't tend to focus on
it when I teach.
Entertainment
NFTs with entertainment values often
provide exclusive access to something. It
may include concerts, events, and other
fun activities.
Community
Community provides a sense of belonging
to Collectors. Often, they include exclusive
access to a Discord or events. This may be
closely related to Entertainment, however,
with a powerful emotional attachment of
belonging to a group of like-minded
people.
54
 NFT Collectors
Utility
I'm placing utility in its own category. We
tend to talk about it like it's universal
across all value sets, and I'd like to change
the narrative.
Utilities include offers that are adjacent or
unrelated to the art. It is also a named
incentive, something the Collector is made
to expect. For example, an illustrator may
offer the NFT to be printed on a hoodie or
shoes upon mint.
I mention expectation with purpose: we'll
talk about "Surprise and Delight: in just a
moment.
Personal Significance
This Collector wants to connect with the
art, the story, or the artist. They value that
emotional connective tissue of art.
Generally, this goes hand-in-hand with
aesthetic, but takes it further. A Collector
who values personal significance may or
may not appreciate the art. Let's take my
Japanese gothic appreciation. That's not
everyone's cuppa. However, the emotional
expressions of that style may capture
someone's heart even though they find the
art disturbing.
This one's hard to be super specific about
because of the nature of personal
meaning. Appeal to it through the story of
the work, your personal journey, and
through the art itself.
Exclusivity
This Collector wants to feel included in
something. Often connected to FOMO,
exclusive incentives may include closed
events, communities, and workshops. It's
often included with another value on this
list.
Rarity
Rarity is interesting. Not only does it regard
availability, but it also includes rare traits.
Availability is usually thought of as assets
within a PFP that are purposefully held
back within the algorithm. It could be a
rare earring or gold skull. This is
manufactured, purposeful rarity.
Alternatively, rare traits puts importance
on how often something happens
naturally. For example, a photograph of a
very busy location without people that's
unmodified.
BONUS: SUPRISE AND DELIGHT
Collectors like to be surprised and
delighted just like any customer group.
Doing this also send them straight into the
Advocacy stages of the Conversion funnel:
they become repeat Collectors.
To do this, don't show all of your cards.
Have a plan for a direct reward to your
work. Examples include a photography
workshop for a photo NFT, or a print.

54
 NFT Collectors
Before we define your Collectors, let's have
an example. I am a photographer. On the
surface, I'm an architecture photographer.
That doesn't set me apart, though, does it?
I want to start by defining what values my
NFTs bring to the table, then matching
those to my potential Collectors.

What values does my NFT/Collection/Project have?

Aesthetic & Traits. Proof through my portfolio, NatGeo published, worked for NASA,

Roma, and Getty Images. Community: exclusive Discord access, ability to donate consult

time to help more artists. Utility: books, consult time. Personal Significance.

Do I have any surprises and delights?

Collectors will receive exclusive airdrops with my rebrand in January.

They will also receive special airdrop 'thank yous' from anyone they have donated

consult time to after our sessions are exhausted.

What do my Collectors value?

Aesthetics: beautiful photography. Personal Sig: night architecture, landmarks that may

be important to them. Proof: investment in a proven portfolio. Community: involvement

in onboarding & Creative Industry. Utility: learning resources to enrich themselves

Any other significant appeals?

•Much of my work is before the pandemic, when I got trapped in the US. I'm a

codependent, ADHD, PTSD, trans, abuse survivor. Particle physicist background. I see

UV light - real-life vs camera/PC looks totally different

 NFT Collectors
We have a general profile of who your
audience is. Now, I want you to define the
values your NFT Collection has and the
types of Collectors who want to buy them.
Most projects have four or five values and
persona appeals. Define it below. Later,
we'll explore how to write tweets for each
market segment and persona.

What values does my NFT/Collection/Project have?

Do I have any surprises and delights?

What do my Collectors value?

Any other significant appeals?

 Last Thoughts
This Workbook isn't fully written, so I want to leave a note.

I want to encourage you to contextualize how you tweet using both

your Target Audience and Collector personas. Your language should
change dramatically, especially if you've also happened into the
Conversion homework, also in Discord.

I hope to equip you with working knowledge of not only how to get
your work directly in the eyes of your buyers, but how to talk to them.
This can be a challenge for some, especially in Spaces. Here's a tip:
Marketing directors have to answer two fundamental questions:
Who is my audience?
Why to they care?

It sounds cold, but thinking about why anyone should care might
actually help you talk about your work. Your own confidence in
knowing why they should care causes your brain to rewire to hit
specific points while you talk.

Start with a 90-second pitch for Spaces. Use a top-down summary of

work. Then, pick something significant and focus on it - be vulnerable.
Finally, choose and focus on one persona.

If you have more time, start with that top-down summary and dive
deeper into telling a story about the significance of your work. Next,
read your audience and speak on the values of your project.
Remember, you probably have 4-5.

Be careful when pitching community and utility - they can feel salesy
without practice.

If you do your homework, please share it with me in Discord. I love

seeing it. Thank you endlessly for your support. I hope this was every bit
as useful as I wrote it to be.

Look for the full Twitter Workbook, coming this summer.