HEATHER MORTON LIVE! IN VANCOUVER: RISK EVERYTHING.
Presentation, Panel, Open Discussion and Social
Tonight, 7:00PM @ Vancouver Photo Workshops
Tickets at the Door.
We will be liveblogging on this post, and tweeting as well. Follow @capicvancouver on twitter for quick updates.
Hashtag for this event is #HMabYVR. Please tag your posts accordingly.
—– LIVE BLOG —–
N: Social Media – follow people that you do like / admire, and see how they do and work.
Q: Should I just outsource the social media marketing part? ?
N: Figure out what works for you. You just have to realize you do have to do a lot of roles now as a photographer.
H: You have to promote – social media is a tool that helps. It’s very personal – it’s weird to find other people to speak about your own personal work.
Q: Linked-in? Should we use it?
N: Great place to have your bio and business. You can get connected to great people, big organizations
Q: We all feel something personal about having Facebook – it’s hard to discern the line between business and personal life here. So where do we draw the line?
N: If you’re a professional photographer, you should have a separate business page. Your content will be different.
H: I was feeling a little frustrated, because photographers always friend me. But eventually I gave way – and now, I see so much new work and get exposed to so much new work.
N: The fastest way to know about the company now isn’t the website – but the social media tools, Facebook, twitter, etc. It shows more effort to show that you knew what they were tweeting about last.
H: Research – who is your target? Why should they work with you? So it’s very essential to know what about their company and what they do. It goes both ways, you go to them (their media channels), and use content marketing to draw them to you.
Q: So how do you find new photographers?
E: I meet up with other art directors, and we talk and find out who they’ve met. A lot of the creative teams have been looking at Europe for more inspiration, to break through clutter. A lot of it is about networking.
H: Vancouver Photographers don’t follow up as much.
E: Emails don’t nowhere with us. Spam filters a lot.
H: If a photographer befriended you on Facebook, would you accept it?
E and N: No. (Laughter)
E: Unless they become friends. Facebook is a lot more personal to me.
N: But you can do it through a page!
H: But then wouldn’t that be spam? Too much stuff?
N: Social Media is a channel. If you don’t have that time, then choose one that suits you, then do it well.
Heather: Some art directors do go to blogs to see who you are. But there’s no community sense to it. You can read one blog, and not follow with the next reads.
N: But on new social media circles like Tumblr, Facebook and Twitter – It builds your community.
Q: What to use, and when?
N: There are different reasons for different platforms. You wouldn’t write something on Facebook that you would tweet. You have to discern where your market is and what they need to hear.
The floor is now open for questions.
Q: I’m not sure if I have enough time to do these blogging, Facebook, Twitter, Newsletter? Does it matter? I don’t want to fail at the effort.
E: Myself personally I don’t follow any photographer blogs, maybe some that I liked. A newsletter to me would be more beneficial. Putting there your best work in one package, helps me more as an art director. Vancouver is a tough market, we don’t have the luxury of having art buyers here. Generally art directors have to do that themselves here and look for the work.
N: These are channels are opportunities as well. You do get more visibility. Participation is promotion.
Nora Ahern, Managing Director of Village and Co. is now speaking about how her company started. She made quite a good number of risks especially since her move from Ireland 5 years ago.
Nora Ahern: The real risk is doing nothing.
A lot of companies do a lot of marketing that have nothing to do with them.
Chapter President just introduced Eric Arnold, Dare Vancouver. To introduce their company, he is showing a video about GAP.
Eric Arnold: Our client wanted to do something with a RISK (Gap and Honda), So we came up with totally unique ideas.
Ninth Risk: Shoot Everyday
Are you passionate about photography? Are you engaging with the world?
Be passionate about your craft. Keep Current, Take Risks.
Eighth Risk: Collaborate
Work together with people with different kinds of skills
Pulling your resources and skills.
Collaborating with your client is also very important. Go beyond your comfort zone, and do something extraordinary. Overdeliver!
Seventh Risk: DIY
What CAPIC can do very well is to provide that community.
Mark Zilbert – had to do everything by himself. – lots of lessons learned though.
Sixth Risk: Reconsider Money
Those fantastic campaigns? They don’t come up everyday.
Tricky Budgets from Selina
Do we really need to charge all these things. There’s a lot of excess going on. The way photography existed for a very large studios has shaped it. The paradigm is different today. So don’t go to reducing the creative fee right away – there’s other things to look at. Get as much information. Go to licensing first, usage first. Ask the client if this is necessary.
Heather: Judge what the job can do for you – trim a bit sometimes, but sometimes you can also say no.
Selina Maitreya: Don’t work from fear. If you’re not scared, you’re not working hard enough.
Fourth RISK: Experiment and Get Smarter
Experiment with new technology
Finn O’Hara: Photographer
He had to teach himself everything from the very beginning. It’s always a learning process.
Third RISK: Expand your Horizons
Jody Rogac: Biggest Risk was moving to New York from Vancouver
Heather Elder: Not only a photographer anymore – you’re an visual image and content maker
Take a chance to diversify. See yourself as a media company.
Adding value is huge in client retention.
Miki Johnson: Social Media Maven
Blogs: You actually have a voice, you have a personality. Goes deeper into who you are – connected to your photography
How are you going to separate yourself from all the fantastic people.
Blogging + story of the shoot + story of you as a photographer has set a lot of people apart.
Your job description has changed from just being a photographer, to a marketer, to a social media enthusiast on top of all other things. Also, use your personality to your advantage in the photography business.
Second RISK: Always be Promoting
Very tricky to get through traditional print advertising to art buyers
The email are very hard to cut-through as well right now
Books are hardly getting called in anymore
So how do you promote?
Social Media and New Media might be able to cut through the clutter right now.
Your promotion piece should be able to echo your vision as a photographer. – Heather Morton
Example: Roth and Ramberg’s Calendar
Started as a simple project, but it helped them get more jobs than ever. Now, they get the clients to participate in the project, too. Before long, the project was able to pay for itself. Risky, but Fun!
Art buyers/directors from Toronto during the Heather Morton event mentioned how important meeting photographers are.
First RISK: Be a Visionary
Selena Maitreya Video : Vision component is still number one.
Do I really need to shoot one thing, or should I diversify?
Chase Jarvis: Take the photo no one else can take.
Chris: Vision needs time to develop and can change.
Be sure to grab these awesome CAPIC buttons tonight! Show your photographer pride and support the organization.
Setup at Vancouver Photo Workshops