Scottish Jazz Federation Promoters Forum Digital Audience Development

Scottish Jazz Federation Promoters Forum
A strategy for social media events promotion by Inner Ear
Digital Audience Development

Digital Audience Development
Inner Ear
Website
Social media use
Radio Magnetic
Social Media Services
Platforms
Networks
Tools
Online Promotion Strategy
Step-by-step
Reference to Jazz Bites
Discussion on how this applies to your events

Inner Ear
Digital media production and promotion
Established 30 September 2000
Content creation
Audio, video, blogs and images
Content communication
Social media marketing
Training and consultancy
Use of social media
Website http://www.innerear.co.uk
Ideas Blog http://innerear.posterous.com
Delicious http://www.delicious.com
Issuu http://www.issuu.com
Vimeo http://www.vimeo.com/innereartv
Twitter http://www.twitter.com/innerearuk

Radio Magnetic
Inner Ear's own entertainment media brand
Alternative and underground music internet radio station
Broadcast began: Monday 19 March 2001
UK's longest running independent internet radio station
Shop front for Inner Ear
Promotional platform and testing ground for content
Online content and real presence at events
Active in social media:
Blog-style website http://radiomagnetic.com
Facebook http://www.facebook.com/radiomagnetic
Mixcloud http://www.mixcloud.com/radiomagnetic
Twitter http://www.twitter.com/radiomagnetic

Terms and Definitions
http://innerear.co.uk/glossary/
Digital media: content
Social media: conversation
RSS
Embeddable Media
Tags
Interaction:
Friends, fans and followers
Services:
Platforms, networks and tools
Web 1.0, Web 2.0 and Web 3.0

Social Media Platforms
For events campaigns, you can seed content on platforms like these:
YouTube (video)
Audioboo (audio soundbites)
Mixcloud (preview mix)
Spotify (playlists)
Flickr (promotional photos and flyers)
Issuu (event programme)

Social Networks
Content will be shared on these social networks :
Facebook (fan page and events)
Twitter (@radiomagnetic and #hashtags)

Social Media Tools
To syndicate content, and help realise the campaign, we will utilise these tools:
Eventbrite (invites and ticket sales)
PayPal (ecommerce)
Google Maps (location)
Google Calendar (scheduling)
Posterous (blog)
Twitterfeed/Ping.fm (linking services)
Cotweet/Tweetdeck (sharing the workload)
Twtqpon (offer ticket offers through Twitter)

Online Promotion Strategy
Define the Campaign
Create and collate content
Host content on your blog
Setup statistics and measurement tools
Schedule post publication
Seed content on social media platforms
Syndicate across services using connecting tools
Share through social networks
Start conversations with social media engagement
Sell tickets
Document the event
Use content to reward audience
Continue the conversation
Analyse effectiveness and plan your next event

Campaign
Event: Jazz Bites
Date: Thursday 11 November 2010
Location: CCA, Glasgow
Time: 7.30pm—10pm
Artists: The Nova Scotia Jazz Band, John Goldie Band, Breach and John Flemming Quartet
Ticket Price: £6
Target: reach 10,000 people
Channels: see platforms , networks and tools

Content
Create
Audio
Preview teaser
Promotional mix
Video
Event trailer
Images
Digital flyer
Text
Blog posts
Interactive
Event invitation
Collate
Audio
Cloudcast mixes
Spotify playlists
Video
Music videos
Images
Artist photos
Text
Press releases/biogs
Interactive
Invitation responses

Create: Blog Posts
Consider what you want to say about your event
Plan out a series of posts
Post content can vary, from an in-depth interview to a single image
Media widgets can be embedded on to posts
Multiple posts can be created at one time and scheduled for future publication

Create: Invitation
Create an event invitation on your website or in Facebook
If you want to sell tickets directly but don't have a shop on your site, use a service like EventBrite
Or, link to a ticket sales link on the venue's website
Make sure links are correct and targeted

Host
If we were promoting this event as our own we would:
Post on our own website www.radiomagnetic.com
Or setup a Posterous blog to use for promoting events http://posterous.radiomagnetic.com
Place content on website and blog (can be either/or)
Create links between blog and social networks

Statistics
To measure effectiveness of the campaign, we will use the following analysis tools:
Google Analytics (website stats)
Google Alerts (mentions in news and blog posts)
Tweetreach (Twitter campaign penetration)
Feedburner (RSS feed subscription tracking)

Statistics: Google Analytics

Statistics: Feedburner

Schedule
Use Google calendar to plan post publication
Invite colleagues to collaborate
Schedule content updates
Refer to calendar when adding new content to blog
Create multiple posts and schedule for future publication

Schedule: Google Calendar

Seed
Upload created content to relevant platforms, favourite, like and link collated content
Videos to YouTube
Audio soundbites to Audioboo
Promotional mixes to Mixcloud
Playlists in Spotify
Photos and pictures to Flickr
Event programme to Issuu

Syndicate: Twitterfeed

Syndicate: TweetDeck

Syndicate: Cotweet

Syndicate: Twtqpon

Share: Facebook
http://www.facebook.com/ radiomagnetic
We manually post content on Facebook
Encourage audience engagement with games and challenges
Start conversations
Likes and comments increase exposure exponentially
Two-way link with website
Content collated through Facebook is then used on Twitter

Share: Twitter
@radiomagnetic
Posts from Facebook are automatically tweeted
Retweeted often
Use specific, generic and branded #hashtags
Check often
Take it in turns to monitor and respond

Start Conversations
To track the effectiveness of specific campaigns, use a unique #hashtag and encourage everyone to use it in related tweets
In promoting this event, we used #jazzbites
Retweet content from Facebook
Even a limited number of retweets and mentions can have a wide-reaching affect
Reach can be tracked and measured

Track Conversations: Tweetreach

Sell Tickets
Ticket sales can be promoted in a similar manner
Combining a service like twtqpon with conversation starters in Twitter and Facebook can encourage people to promote the event for you
Use a unique #hashtag as your promotional code
Use content to promote ticket coupon code
Consider what keywords and trackable links you will use
Use content and communication to channel sales

Document and Reward
SJF could make audio and video recordings of Jazz Bites
If so they should obtain permission from artists performing
Necessary music licences from bodies such as PRS, MCPS and PPL should be obtained
Audience members could be encouraged to capture their own media content and share it online
Event #hashtags can be used in Twitter and similar tags on all social media platforms to track reach
Content is shared with audience members to reward them

Continue the Conversation
Curate both created and collated content to continue the conversation
Distribute content through a strategically aligned suite of social media services
Ask the audience for feedback and respond positively

Analyse and Plan
Conduct analysis using Google Alerts and Twitter Search
Measure campaign reach with Tweetreach , Feedburner and Google Analytics
Evaluate what worked , and what didn't , in the campaign
Take learnings into account when planning next campaign
Setup new goals and define protocols (tags and #hashtags)
Plan next campaign

Further Information
http://www.innerear.co.uk
[email_address]
[email_address]
http://www. delicious.com/innerear
http://www. slideshare.net/innerear
http://www. issuu.com/innerear
http://www. vimeo.com/innereartv
http://www. facebook.com/innerearuk
LinkedIn: search in groups for Inner Ear
Twitter: @innerearuk

Scottish Jazz Federation Promoters Forum Digital Audience Development

by Inner Ear on Nov 12, 2010

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