The post outlines her use of conversational media as a marketing tool and includes such things as a blog called Stretching Intervals, where she gives a behind-the-scenes look at life as a concert pianist. Chris also discusses her participation on social network sites like Facebook, MySpace and Twitter, and the fact that she posts content to YouTube and Flickr as well.
With all that content, the piano keyboard is not the only one Grace spends a quantity of time on.
In reviewing her site, I noticed some things Chris failed to mention.
Blog/Email Newsletter: A Two-Part Invention
If you've followed my posts over the years, you know I've long been a fan of using a blog in concert with a more traditional form of marketing, email. The combination works as well together as two skilled hands playing a Bach two-part invention.
Grace does that. While I've yet to receive a newsletter to determine whether it's simply repurposed blog content (think Feedblitz) or something else altogether, the fact that she offer two forms of media to appeal to different audiences is a communications strategy worth emulating.
Online Community: A Polyphony of Voices
Grace's site is also an online community where visitors can create a profile, comment on Grace's content and upload their own. The cool thing about it, if my perception after looking at the source code is correct, the entire site is built using WordPress. (WordPress has morphed from being simply a blog platform to becoming one upon which to build an online community or social network.)
Grace's Web Site: A Social Media Symphony
In my opinion, Grace does just about everything right on this site. It is a symphonic mixture of traditional forms of content (Press releases, email newsletters), ecommerce, and online community. Not to mention that it is very well designed -- befitting an artist of her caliber. (About the only thing I don't like is the splash page that must be traversed to get to the core content.)
Grace has created quite a well-set table of her own with this site. Plus, to leave no page of the musical score unturned, she takes a seat at other tables: Facebook, MySpace, Flickr, YouTube and Twitter. (Yes, I know I'm mixing metaphors. Click the "table" link and you'll understand why. :->)
Hers is a model well-worth emulating -- and I don't just mean entertainers/performers either. What she has done will work across a variety of verticals. I especially think small business owners, consultants and business coaches (among others) could take valuable lessons from Grace when it comes to building a comprehensive online presence. It is, in many respects, a site of the future. It's what Web sites should be and will become. (That includes the "irrelevant" corporate site too!)
So, I say "bravo" to Grace and heartily applaud her Web 2.0 savvy. As with her concert performances, there is artistry at work.
NOTE: Chris is not the only person to notice Grace's use of Web 2.0 technology to market herself. This article at Suite 101 does as well.
Link to original post