Scottish Jazz Federation Promoters Forum Digital Audience Development


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Creative content communications company Inner Ear present a strategy for online promotion of events.

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Scottish Jazz Federation Promoters Forum Digital Audience Development

  1. 1. Scottish Jazz Federation  Promoters Forum <ul><li>A strategy for social media events promotion by Inner Ear </li></ul>Digital Audience Development
  2. 2. Digital Audience Development <ul><ul><li>Inner Ear </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Social media use </li></ul></ul></ul><ul><ul><ul><li>Radio Magnetic </li></ul></ul></ul><ul><ul><li>Social Media Services </li></ul></ul><ul><ul><ul><li>Platforms </li></ul></ul></ul><ul><ul><ul><li>Networks </li></ul></ul></ul><ul><ul><ul><li>Tools </li></ul></ul></ul><ul><ul><li>Online Promotion Strategy </li></ul></ul><ul><ul><ul><li>Step-by-step </li></ul></ul></ul><ul><ul><ul><li>Reference to Jazz Bites </li></ul></ul></ul><ul><ul><ul><li>Discussion on how this applies to your events </li></ul></ul></ul>
  3. 3. Inner Ear <ul><ul><li>Digital media production and promotion </li></ul></ul><ul><ul><li>Established 30 September 2000 </li></ul></ul><ul><ul><li>Content creation </li></ul></ul><ul><ul><ul><li>Audio, video, blogs and images </li></ul></ul></ul><ul><ul><li>Content communication </li></ul></ul><ul><ul><ul><li>Social media marketing </li></ul></ul></ul><ul><ul><li>Training and consultancy </li></ul></ul><ul><ul><li>Use of social media </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Ideas Blog </li></ul></ul></ul><ul><ul><ul><li>Delicious </li></ul></ul></ul><ul><ul><ul><li>Issuu </li></ul></ul></ul><ul><ul><ul><li>Vimeo </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul>
  4. 5. Radio Magnetic <ul><ul><li>Inner Ear's own entertainment media brand </li></ul></ul><ul><ul><li>Alternative and underground music internet radio station </li></ul></ul><ul><ul><li>Broadcast began: Monday 19 March 2001 </li></ul></ul><ul><ul><li>UK's longest running independent internet radio station </li></ul></ul><ul><ul><li>Shop front for Inner Ear </li></ul></ul><ul><ul><li>Promotional platform and testing ground for content </li></ul></ul><ul><ul><li>Online content and real presence at events </li></ul></ul><ul><ul><li>Active in social media: </li></ul></ul><ul><ul><ul><li>Blog-style website </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Mixcloud </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul>
  5. 7. Terms and Definitions <ul><ul><li> </li></ul></ul><ul><ul><li>Digital media: content </li></ul></ul><ul><ul><li>Social media: conversation </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Embeddable Media </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Interaction: </li></ul></ul><ul><ul><ul><li>Friends, fans and followers </li></ul></ul></ul><ul><ul><li>Services: </li></ul></ul><ul><ul><ul><li>Platforms, networks and tools </li></ul></ul></ul><ul><ul><li>Web 1.0, Web 2.0 and Web 3.0 </li></ul></ul>
  6. 8. Social Media Platforms <ul><li>For events campaigns, you can seed content on platforms like these: </li></ul><ul><ul><li>YouTube (video) </li></ul></ul><ul><ul><li>Audioboo (audio soundbites) </li></ul></ul><ul><ul><li>Mixcloud (preview mix) </li></ul></ul><ul><ul><li>Spotify (playlists) </li></ul></ul><ul><ul><li>Flickr (promotional photos and flyers) </li></ul></ul><ul><ul><li>Issuu (event programme) </li></ul></ul>
  7. 9. Social Networks <ul><li>Content will be shared on these social networks : </li></ul><ul><ul><li>Facebook (fan page and events) </li></ul></ul><ul><ul><li>Twitter (@radiomagnetic and #hashtags) </li></ul></ul>
  8. 10. Social Media Tools <ul><li>To syndicate content, and help realise the campaign, we will utilise these tools: </li></ul><ul><ul><li>Eventbrite (invites and ticket sales) </li></ul></ul><ul><ul><li>PayPal (ecommerce) </li></ul></ul><ul><ul><li>Google Maps (location) </li></ul></ul><ul><ul><li>Google Calendar (scheduling) </li></ul></ul><ul><ul><li>Posterous (blog) </li></ul></ul><ul><ul><li>Twitterfeed/ (linking services) </li></ul></ul><ul><ul><li>Cotweet/Tweetdeck (sharing the workload) </li></ul></ul><ul><ul><li>Twtqpon  (offer ticket offers through Twitter) </li></ul></ul>
  9. 11. Online Promotion Strategy <ul><ul><li>Define the Campaign </li></ul></ul><ul><ul><li>Create and collate  content </li></ul></ul><ul><ul><li>Host content on your blog </li></ul></ul><ul><ul><li>Setup statistics  and measurement tools </li></ul></ul><ul><ul><li>Schedule post publication </li></ul></ul><ul><ul><li>Seed content on social media platforms </li></ul></ul><ul><ul><li>Syndicate across services using connecting tools </li></ul></ul><ul><ul><li>Share through social networks </li></ul></ul><ul><ul><li>Start conversations with social media engagement </li></ul></ul><ul><ul><li>Sell tickets </li></ul></ul><ul><ul><li>Document the event </li></ul></ul><ul><ul><li>Use content to reward audience </li></ul></ul><ul><ul><li>Continue the conversation </li></ul></ul><ul><ul><li>Analyse   effectiveness and plan your next event </li></ul></ul>
  10. 12. Campaign <ul><ul><li>Event: Jazz Bites </li></ul></ul><ul><ul><li>Date: Thursday 11 November 2010 </li></ul></ul><ul><ul><li>Location: CCA, Glasgow </li></ul></ul><ul><ul><li>Time: 7.30pm—10pm </li></ul></ul><ul><ul><li>Artists: The Nova Scotia Jazz Band, John Goldie Band, Breach and John Flemming Quartet </li></ul></ul><ul><ul><li>Ticket Price: £6 </li></ul></ul><ul><ul><li>Target: reach 10,000 people </li></ul></ul><ul><ul><li>Channels: see platforms , networks and tools </li></ul></ul>
  11. 13. Content <ul><li>Create </li></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><ul><li>Preview teaser </li></ul></ul></ul><ul><ul><ul><li>Promotional mix </li></ul></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><ul><li>Event trailer </li></ul></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><ul><li>Digital flyer </li></ul></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><ul><li>Blog posts </li></ul></ul></ul><ul><ul><li>Interactive </li></ul></ul><ul><ul><ul><li>Event invitation </li></ul></ul></ul><ul><li>Collate </li></ul><ul><li>Audio </li></ul><ul><li>Cloudcast mixes </li></ul><ul><li>Spotify playlists </li></ul><ul><li>Video </li></ul><ul><li>Music videos </li></ul><ul><li>Images </li></ul><ul><li>Artist photos </li></ul><ul><li>Text </li></ul><ul><li>Press releases/biogs </li></ul><ul><li>Interactive </li></ul><ul><li>Invitation responses </li></ul>
  12. 14. Create: Blog Posts <ul><ul><li>Consider what you want to say about your event </li></ul></ul><ul><ul><li>Plan out a series of posts </li></ul></ul><ul><ul><li>Post content  can vary, from an in-depth interview to a single image </li></ul></ul><ul><ul><li>Media widgets can be embedded on to posts </li></ul></ul><ul><ul><li>Multiple posts can be created at one time and scheduled for future publication </li></ul></ul>
  13. 15. Create: Invitation <ul><ul><li>Create  an event invitation on your website or in Facebook </li></ul></ul><ul><ul><li>If you want to sell tickets directly but don't have a shop on your site, use a service like EventBrite </li></ul></ul><ul><ul><li>Or, link to a ticket sales link on the venue's website </li></ul></ul><ul><ul><li>Make sure links are correct and  targeted </li></ul></ul>
  14. 16. Host <ul><ul><li>If we were promoting this event as our own we would: </li></ul></ul><ul><ul><li>Post on our own website </li></ul></ul><ul><ul><li>Or setup a Posterous blog to use for promoting events </li></ul></ul><ul><ul><li>Place content on website and blog (can be either/or) </li></ul></ul><ul><ul><li>Create links between blog and social networks </li></ul></ul>
  15. 17. Statistics <ul><li>To measure effectiveness of the campaign, we will use the following analysis tools: </li></ul><ul><ul><li>Google Analytics (website stats) </li></ul></ul><ul><ul><li>Google Alerts (mentions in news and blog posts) </li></ul></ul><ul><ul><li>Tweetreach (Twitter campaign penetration) </li></ul></ul><ul><ul><li>Feedburner (RSS feed subscription tracking) </li></ul></ul>
  16. 18. Statistics: Google Analytics
  17. 19. Statistics: Feedburner     
  18. 20. Schedule <ul><ul><li>Use Google calendar to plan post publication </li></ul></ul><ul><ul><li>Invite colleagues to collaborate </li></ul></ul><ul><ul><li>Schedule content updates </li></ul></ul><ul><ul><li>Refer to calendar when adding new content to blog </li></ul></ul><ul><ul><li>Create multiple posts and schedule for future publication </li></ul></ul>
  19. 21. Schedule: Google Calendar    
  20. 22. Seed <ul><li>Upload created content to relevant platforms, favourite, like and link collated content </li></ul><ul><ul><li>Videos to YouTube </li></ul></ul><ul><ul><li>Audio soundbites to Audioboo </li></ul></ul><ul><ul><li>Promotional mixes to Mixcloud </li></ul></ul><ul><ul><li>Playlists in Spotify </li></ul></ul><ul><ul><li>Photos and pictures to Flickr </li></ul></ul><ul><ul><li>Event programme to Issuu </li></ul></ul>
  21. 23. Syndicate: Twitterfeed    
  22. 24. Syndicate: TweetDeck    
  23. 25. Syndicate: Cotweet    
  24. 26. Syndicate: Twtqpon    
  25. 27. Share: Facebook <ul><li> radiomagnetic </li></ul><ul><li>We manually post content on Facebook </li></ul><ul><li>Encourage audience engagement with games and challenges </li></ul><ul><li>Start conversations </li></ul><ul><li>Likes and comments increase exposure exponentially </li></ul><ul><li>Two-way link with website </li></ul><ul><li>Content collated through Facebook is then used on Twitter </li></ul>
  26. 28. Share: Twitter <ul><li>@radiomagnetic </li></ul><ul><li>Posts from Facebook are automatically tweeted </li></ul><ul><li>Retweeted often </li></ul><ul><li>Use specific, generic and branded #hashtags </li></ul><ul><li>Check often </li></ul><ul><li>Take it in turns to monitor and respond </li></ul>
  27. 29. Start Conversations <ul><ul><li>To track the effectiveness of specific campaigns, use a unique #hashtag and encourage everyone to use it in related tweets </li></ul></ul><ul><ul><li>In promoting this event, we used  #jazzbites </li></ul></ul><ul><ul><li>Retweet content from Facebook </li></ul></ul><ul><ul><li>Even a limited number of retweets and mentions can have a wide-reaching affect </li></ul></ul><ul><ul><li>Reach can be tracked and measured </li></ul></ul>
  28. 30. Track Conversations: Tweetreach
  29. 31. Sell Tickets <ul><ul><li>Ticket sales can be promoted in a similar manner </li></ul></ul><ul><ul><li>Combining a service like twtqpon with conversation starters in Twitter and Facebook can encourage people to promote the event for you </li></ul></ul><ul><ul><li>Use a unique #hashtag as your promotional code </li></ul></ul><ul><ul><li>Use content to promote ticket coupon code </li></ul></ul><ul><ul><li>Consider what keywords and trackable links you will use </li></ul></ul><ul><ul><li>Use content and communication to channel sales </li></ul></ul>
  30. 32. Document and Reward <ul><ul><li>SJF could make audio and video recordings of Jazz Bites </li></ul></ul><ul><ul><li>If so they should  obtain permission from artists performing </li></ul></ul><ul><ul><li>Necessary music licences  from bodies such as PRS, MCPS and PPL should be obtained </li></ul></ul><ul><ul><li>Audience members could be encouraged to capture their own media content and share it online </li></ul></ul><ul><ul><li>Event #hashtags can be used in Twitter and similar tags on all social media platforms to track reach </li></ul></ul><ul><ul><li>Content is shared with audience members to reward them </li></ul></ul>
  31. 33. Continue the Conversation <ul><ul><li>Curate both created and collated content to continue the conversation </li></ul></ul><ul><ul><li>Distribute content through a strategically aligned suite of social media services </li></ul></ul><ul><ul><li>Ask the audience for feedback and respond positively </li></ul></ul>
  32. 34. Analyse and Plan <ul><ul><li>Conduct   analysis using Google Alerts and Twitter Search </li></ul></ul><ul><ul><li>Measure campaign reach with Tweetreach , Feedburner and Google Analytics </li></ul></ul><ul><ul><li>Evaluate what worked , and what didn't , in the campaign </li></ul></ul><ul><ul><li>Take learnings into account when planning next campaign </li></ul></ul><ul><ul><li>Setup new goals and define protocols (tags and #hashtags) </li></ul></ul><ul><ul><li>Plan next campaign </li></ul></ul>
  33. 35. Further Information <ul><ul><li> </li></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><li>http://www. </li></ul></ul><ul><ul><li>http://www. </li></ul></ul><ul><ul><li>http://www. </li></ul></ul><ul><ul><li>http://www. </li></ul></ul><ul><ul><li>http://www. </li></ul></ul><ul><ul><li>LinkedIn: search in groups for Inner Ear </li></ul></ul><ul><ul><li>Twitter:  @innerearuk </li></ul></ul>