SocialSphere For Rock Stars

Rock Stars 2.0 Promoting <Your Next CD> to Baby Boomers Using Best of Online and Social Media Tools Prepared by: John Della Volpe January 2010 Friday, January 29, 2010

2 Background. Friday, January 29, 2010

3 In the last decade, the music industry has been transformed as artists of all stripes are realizing that a fully-formed Web 2.0 presence is a critical element of commercial success. Without question, some artists are doing a better job than others at integrating the Internet carefully into every element of their persona and strategy. Trends in the use of social media by all generations of Americans means that artists from every genre have an opportunity to successfully use social frameworks for a) promotion and b) selling CDs and concert tickets. Friday, January 29, 2010

4 Radiohead in 2007... ...released “In Rainbows” online months before the album came out in stores. Asking fans to pay however much they felt was appropriate, the band made more money from its online sales than it did after the album was released AND it still debuted at #1. Trent Reznor in 2009... ...won the Webby for Artist of the Year for his innovative use of social media and promotion to sell his new album. “Hope for Haiti” in 2010... ...became the ﬁrst album to debut at Number One based on sales from digital downloads alone. Friday, January 29, 2010

5 Did you know that there are nearly as many Facebook users over 55 than under 18? In 2011, there will likely be more Americans in there 50’s and 60’s on Facebook than teenagers. According to iStrategyLabs, in January 2010, there were 10.7 million 13-17 year olds (that’s 88% growth) and 9.8 million Americans aged 55+ (922% growth). Friday, January 29, 2010

6 Numbers Don’t Lie. Facebook Users in the U.S. 35+ 30,000,000 29,917,640 22,500,000 +328% +922% According to Quantcast, Growth Growth almost half (44%) of all 15,000,000 Twitter users are over the age of 35 (28% 9,763,900 between 35-49 and 16% 50 7,500,000 6,989,200 or older). 0 954,680 35-54 55+ January 2009 January 2010 http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/ http://www.quantcast.com/proﬁle/demographicGraph?demo=age&wunit=wd%3Acom.twitter Friday, January 29, 2010

7 What You Need. In order to maximize demand online for your next CD, concerts and appearances, we believe you must have: A simple, but state-of-the-art website with full integration of audio, video and social tools; A Google AdWords & Facebook Advertising campaign; An up-to-date and monitored Facebook and MySpace presence; A Twitter plan and strategy. Friday, January 29, 2010

8 AdWords & Facebook Ad Platform AdWords is Google’s search-based advertising platform. It allows advertisers and promoters to to advertise within search engine results and on web pages that are part of the AdSense network. The network functions on a cost-per-click basis (CPC). Whereas traditional advertising is sold in bulk rates based on impressions served, AdWords allows advertisers to set maximum prices on each click. This form of advertising is often signiﬁcantly more cost-effective than banner advertising. Whereas the CPC in traditional banner advertising can reach well over $10.00, for AdWords, many campaigns end up with CPCs of under $1.00. The Facebook Ad Platform will allow us to target Facebook users by demographic (35+), by geography (i.e., Boston, Nashville) by interest (rock and roll, country, Kid Rock, Neil Young, etc.) and link them directly to your Facebook Page and website. Like, AdWords, Facebook also works on a CPC basis. Friday, January 29, 2010

9 Twitter Pop.: 22 Million Don’t ask us why, but Neil Diamond has more than 37,000 followers on Twitter. Paul McCartney has 45,000. Trent Reznor has 641,000. While Twitter’s growth has stagnated in the last year, it is still a platform with tens of millions of users worldwide and millions of active users and brands use the site for promotion every day. There is no one simple way to use Twitter, though there are best practices in the music industry that will allow artists to both maximize the number of followers and the responsiveness of that following - as Trent Reznor and Rivers Cuomo have done; while others simply treat Twitter as another one-way PR tool, as Paul McCartney has done. Friday, January 29, 2010

10 Artists are using Facebook and MySpace as effective vehicles for connecting with and interacting with fans -- and turning these interactions into loyalty and sales. It isn’t just new and young bands effectively using these sites; for example, Mark Knopﬂer has over 20,000 Facebook fans, and within 19 minutes of a post, he received almost 200 interactions (155 likes, 44 comments). While MySpace has lost some of its luster and trafﬁc (dipped from 60 to 50 million in last 6 months), it remains a prime place of interaction for music, as many musicians use their MySpace pages to release music and be the primary point of contact for fans. & Friday, January 29, 2010

11 Back to Us. A Few Of Our Clients. In addition to the world class clients above, last year we created successful Internet campaigns for a range of artists including Counting Crows, Fall Out Boy, Cross Canadian Ragweed, Flock of Seagulls and 80s Fest. Our integrated social media campaign for a summer venue in Texas netted ROI of more than 150%. Friday, January 29, 2010

12 [For more information about our company, approach and lessons learned about social media check out this presentation on SlideShare: http://www.slideshare.net/jdellavolpe/5-things-in-10-years- a-practical-guide-to-socialsphere-millennials-and-social- media-strategy?src=embed John Della Volpe SocialSphere, Inc. College House 1430 Massachusetts Avenue Cambridge, MA 02138 john[at]socialsphere[dot]com 617.245.8580 Friday, January 29, 2010

SocialSphere For Rock Stars

by John Della Volpe on Jan 28, 2010

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