How To Use BandPage To Connect With Your Fans

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We are very excited to have Matt Conn Dr of Pages for BandPages deliver this webinar, Breaking Down The Wall: How to Use BandPage Everywhere to Connect More Deeply with Your Fans. …

We are very excited to have Matt Conn Dr of Pages for BandPages deliver this webinar, Breaking Down The Wall: How to Use BandPage Everywhere to Connect More Deeply with Your Fans.

You will learn:

* What is Facebook EdgeRank
* How to Use Analytics and Insights
* What is BandPage Everywhere
* Using BandPage Extensions
* Using the Player Extension
* Using the Tour Dates Extension
* Using the Photos Extension
* Using the Video Extension
* Using the Bio Extension
* Using the Mailing List Extension
* Custom Use of Extensions

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  • 1. Music Biz Weekly Presents: Twitter Hashtag: #mbwp How To Use BandPage Everywhere To Connect More Deeply with Your Fans Co-hosts: Michael Brandvold - @michaelsb Brian Thompson - @thornybleeder Matt Conn - @bandpage Michael Brandvold @michaelsb and Brian Thompson @thornybleeder 1Friday, October 12, 12
  • 2. THE WALL IS THE BARRIER OF COMMUNICATION BETWEEN MUSICIANS & THEIR FANS Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 3. THE GREATER THAT WALL - THE LOWER THE CHANCE THAT FANS HAVE TO CONNECT WITH, SHARE, AND DISCOVER, AND THE WEAKER THE ALLEGIANCE FANS WILL HAVE TO THE ARTIST. Properly utilizing the internet, social media as tools such as BandPage Everywhere, and FANS now close the gap between performer and audience, and create an artists can emotional and lasting connection with their fans.RTISTS & Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 4. BEFORE SOCIAL MEDIA • Before the advent of social media, Artists would send fans to their websites through direct messaging, word of mouth, or online ads. • The Problem: One-sided and passive image area content engagement – the artist put the content on their page, and the fans ingested what was given to them. • No sense of engagement or community, no building of an emotional fan connection. Before: direct fans to your website through word of mouth or online ads. There were fan clubs and forums, but each one was unique and had its own rules, limiting the growth outside of superfans. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 5. SOCIAL CRACKS THROUGH • Easy for fans to share your content, learn a little bit more about you and have a direct line to the musician. • The Problem: lack of an experience tailored to music image area • For many artists, social media lacked the “complete experience” of a customized domain Now: Social Media provides a limited in customized functionality, yet immense and simple to access platform for artists to connect directly with their fans’ There are many ways to maximize these relationships – by focusing on Edgerank and insights. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 6. WAYS TO BREAK DOWN THE WALL • There are two ways to better improve your artists’ exposure and social value: Optimizing Your Current Social & Adding Site-To-Social Tools on your Website • In the next slides, we’ll go over some of the best practices that we’ve found for maximizing your social presence when it comes to using these social media tools directly. How to analyze edgerank, use analytics to understand and strategize your posts, and how to get the most return for your time. • Afterwards, we’ll dive into how to integrate Site-To-Social tools like BandPage Everywhere into your own website or tumblr, combining the flexibility and ownership of your own site, but with ways to still impact the “social graph” by allowing for easy sharing back to social networks. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 7. WAYS TO OPTIMIZE SOCIAL MEDIA I. Understanding EdgeRank II. Know Your Platform III. Use Analytics & Insights IV. Post Regularly II. Send Out Rich Media III. Exclusive Content & Promotion Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 8. UNDERSTANDING EDGERANK EdgeRank is responsible for ranking the content that shows up in fans’ News Feeds. • On Facebook, EdgeRank powers the platform that looks at all of the posts that could be shown in a user’s feed, and ranks each post, giving it placement on your page based on how important they think the post is. • Objects with the highest EdgeRank will often display at the top of fans’ news feeds and stay there longer. • Artists with low EdgeRank posts will generally be seen by fewer fans. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 9. EDGERANK CALCULATION • Affinity - The strength of the relationship between the poster and the fan. Determined by frequency and types of interactions. image area • Weight - The value of your fans interaction with your posts. Comments hold more value than say a “Like” and thus increase your EdgeRank. The more people who have liked, commented and shared a post, the more other people will see that post in their news feed. • Time Decay - How old the post is. The longer that is has been since the post first surfaced, the less Edgerank it has (until it hits 0) Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 10. KNOW YOUR PLATFORM Make sure to tailor your post to the specific platform in which you are sharing your message. Using cross platform dashboards to monitor activity, but do not post out to all networks from one place. Make sure your message on each network you use is unique. Each network has special features (ex: you can’t use a hashtag on Facebook) and you’re losing out on using these tools to their full advantage if you don’t tailor each post to the platform its on. Additionally, always try to be authentic in the way you engage your fans. Fans don’t respond well to beating pitched at too often, and will resent having adding you to their feed if you use it as a private informerical channel. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 11. ANALYTICS & INSIGHTS • Insights are critical to keep track of the pulse of your social accounts – dive into who / where those posts are reaching and engagement rates image area • One important metric to track on Facebook is “Talking About This”, which tracks how many unique users have mentioned or interacted with your Page in the last 7 days. This is a very good indicator of the actual interaction on your page, and much more accurate view of how you’re doing than “number of likes”. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 12. POST REGULARLY • Post at least one piece of content per week If you miss a week, don’t try to make up for it by posting a week’s worth of Posts at once. Just like in real life, if you forgot to say hi to a friend, you wouldn’t tell them hi 20 times to make up for the last 20 days you haven’t talked to them. • Don’t spam your audience On the flipside of the coin, if you post too much, your fans may get tired of your posts, and may hide your posts or worse yet, unlike/follow you. The first leads to a drop in Edgerank, and the second leads to the loss of a fan. Don’t be afraid to be loud and active, but don’t drive all but your super fans crazy with meaningless updates. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 13. SEND OUT RICH MEDIA • Rich media (like pictures, videos & music) gets higher engagement, interaction and shares than plain text posts. image area • Great posts will lead to more Engagement (Comments, Likes & Shares), which will improve your Edgerank and get your posts to be more visible on Facebook. On some Pages, we’ve found the overall difference in engagement was 2-3x higher for rich media posts! Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 14. EXCLUSIVE CONTENT • Share exclusive interviews, music, merchandise, photos, or videos– each ‘main’ platform you use should have something unique to it image area • Give fans a reason why they should not just read your posts, but actually visit your various social media properties. Don’t be afraid to have fun and be silly – your fans on Facebook want to see the real you. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 15. THE WALL CAN BE BROKEN DOWN WITH SITE-TO-SOCIAL (Ticker and Timeline Actions) Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 16. WHAT IS SITE-TO-SOCIAL • Site-to-Social is the idea that fans can go to any of your properties across the web and share your content back to 1 2 their social graph – whether that is their Facebook or their other social networks. 1. User Clicks on item that activates open-graph • Examples include Facebook’s Open action (Off of Facebook) Graph actions, Universal ‘Like’ button, 2. Story posts on user’s Twitter’s Share button, etc. – websites timeline and ticker (on with those features now provide a fan Facebook) with a direct channel to share content back to their social circles. • It’s becoming easier and easier to implement – apps like BandPage are building social into their core functionality Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 17. WHAT IS SITE-TO-SOCIAL BandPage Player Extension on Website • With Site-to-Social, you can send fans to your website where YOU can control the experience, collect ad revenue, and User Shares (or Favorites) Content personalize it to your tastes, while still being able to leverage social networks streams • Fans can easily share content using one-click buttons provided by social networks. • It creates a deeper, richer experience for the user – if they find something they like, it creates an easy way for the fans to share that content to their social stream. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 18. WHAT IS BANDPAGE EVERYWHERE BandPage Everywhere lets you incorporate dynamic, content-rich Extension into artists’ BandPage Player extensions websites with little development on Website time. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 19. THE WALL UPDATE ONCE, PUBLISH EVERYWHERE Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 20. SHARING ON BANDPAGE EXTENSIONS • Most BandPage Extensions give fans the ability to “share” the content back to their Facebook timeline, twitter, or tumblr, even if they are interacting with the content on a website. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 21. FAVORITE BUTTON = INSTANT SOCIAL • On a BandPage Play, fans can “favorite” a track which instantly posts an open graph action to their Facebook timeline. • This creates an instant interaction with your page and creates a story that links back to your content that is visible on other timelines as well. • Viral promotion! Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 22. PLAYER EXTENSION • BandPage Extensions are highly customizable and dynamically resizable • No matter the size of the player you embed, the functionality will adjust to best fit your needs Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 23. TOUR DATES EXTENSION • Last minute change or in a rush? Update Once – It Goes Everywhere • BandPage will surface the nearest show to the top of the Tour’s based on the user’s location. This means more relevancy and quicker discovery of your shows! Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 24. PHOTOS EXTENSION • No more uploading the same 40 photos to your website, facebook and blog – update in one spot and it goes everywhere. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 25. VIDEOS EXTENSION • Your Vimeo & Youtube videos - Cleanly presented and updated automatically. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 26. BIOS EXTENSION • Your story told the right way: Everywhere. • Every artist can benefit from the BandPage Bio Extension – set a biography that will automatically update with whatever your current BandPage bio is. • That means as the story of your music grows, you won’t have to continue to re- enter it across the web. It’s all updated from one place! Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 27. MAILING LIST EXTENSION • Collect Emails Everywhere – Store Them in One Place • Anywhere you have the BandPage Mailing List extension, whether it be on your blog, website, or on BandPage on Facebook, all of the emails are collected into one central database. • That list is yours – you can export it as a Excel compatible file, where you can either email your fans directly or you Excel can import into any mailing list service Compatible you would like. .CSV file Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 28. CUSTOM USES OF EXTENSIONS • BandPage Extensions can be used on any platform where you have the ability to embed. • Feel free to experiment and see what you can come up with! Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 29. TUMBLR THEME • A perfect mix of social and customizability. • We have designed a Tumblr theme which combines the best of Tumblr with the flexibility and scalability of BandPage Everywhere. • You can still get your Tumblr social streams and ability to easily reblog posts while still allowing fans to have all of your BandPage content featured with site-to-social functionality. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 30. THE END OF THE WALL • Emerging tools like BandPage make connecting with and sharing your experiences with fans that much simpler. • With the update once, publish everywhere system of BandPage Everywhere, we allow artists to spend less time making sure that their various profiles are updated with their correct bio/photos/music, and can focus on their craft, their live shows, and engaging in more direct conversations with their fanbase. We believe that The Wall as we know it has been torn down – no longer is cost or technology a barrier from connecting more deeply with your fans, and allowing your fans to connect more deeply with you. The opportunity is now in your hands to jump start a deeper way of engaging with your fans. Copyright 2012 BandPage ConfidentialFriday, October 12, 12
  • 31. Friday, October 12, 12
  • 32. Music Biz Weekly Presents: Twitter Hashtag: #mbwp Video Is Available web8.MusicBizWeeklyPodcast.com Only $6.50 for the entire webinar, on demand Also available: How to Promote Your Music with ReverbNation How to Use Facebook to Promote Your Music How to Use Twitter to Promote Your Music How to Use WordPress to Build Your Band’s Website WordPress Plugins For Musicians Direct to Fan hyperlinkMusic Marketing 101 Michael Brandvold @michaelsb and Brian Thompson @thornybleeder 32Friday, October 12, 12
  • 33. Music Biz Weekly Presents: Twitter Hashtag: #mbwp Thank You! Micheal Brandvold - Michael Brandvold Marketing www.MichaelBrandvold.com Twitter - @michaelsb Email - me@mikebrandvold.com Brian Thompson - Thorny Bleeder www.ThornyBleeder.com Twitter - @thornybleeder.com Email - brian@thornybleeder.com Matt Conn - BandPage www.BandPage.com Twitter - @bandpage Email - info@bandpage.com Michael Brandvold @michaelsb and Brian Thompson @thornybleederFriday, October 12, 12