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Fan clubs   street teams Fan clubs street teams Presentation Transcript

  • Website, Street Team, & Fan Club Strategy EIS 2350Thursday, April 4, 13
  • The HubThursday, April 4, 13
  • Artist Official Website What Should It Contain? • News / Blog • Biography / About • Tour Dates (with TICKET LINKS) • Music / Lyrics (lyrics are the #2 search result for artists) • Photo / Video • Community (social network integration) • Store a list for a test?....Thursday, April 4, 13
  • Why a Website? You cannot step twice into the same river; for other waters are continually flowing in. -- HeraclitusThursday, April 4, 13
  • Why a Website? You cannot step twice into the same river; for other waters are continually flowing in. -- Heraclitus What happens on your site, lives on forever. What happens on social media washes away moments later.Thursday, April 4, 13
  • Artist Official Website How Do I Build It? THEY OWN • BandZoogle (http://www.bandzoogle.com) • FourFour (http://www.fourfour.com • Wix (http://www.wix.com) • Tumblr (http://www.tumblr.com) YOU OWN • WordPress, Drupal (open source... “free”) • BubbleUp, Ground(ctrl), SparkArt (proprietary)Thursday, April 4, 13
  • UI | UX User Interface || User Experience • Finding stuff on a website is PARAMOUNT to converting a casual fan to a rabid fan (and to monitization). • Content Layout • “Above The Fold” - any content that does not have to be scrolled or clicked on to find. • Javascript / HTML5 | Flash (BOO!)Thursday, April 4, 13
  • Analyzation Shout Out an Artist Website... Let’s rip em apart!Thursday, April 4, 13
  • Some Examples Good & Bad Miranda LambertThursday, April 4, 13
  • Some Examples Good & Bad Jimmy Miranda Lambert BuffettThursday, April 4, 13
  • Some Examples Good & Bad Jimmy Miranda Lambert BuffettThursday, April 4, 13
  • Some Examples Good & Bad Jimmy Miranda Lambert BuffettThursday, April 4, 13
  • Some Examples Good & BadThursday, April 4, 13
  • Some Examples Good & BadThursday, April 4, 13
  • Some Examples Good & BadThursday, April 4, 13
  • Some Examples Good & BadThursday, April 4, 13
  • Some ExamplesThursday, April 4, 13
  • Some ExamplesThursday, April 4, 13
  • Fan BaseThursday, April 4, 13
  • Fan BaseThursday, April 4, 13
  • Fan Base That Will Buy An Album FansThursday, April 4, 13
  • Fan Base That Will Buy An Album FansThursday, April 4, 13
  • Fans That Will Buy A Ticket to Fan Base Show, And Buy Merch Fans That Will Buy An Album A (along with an Album)Thursday, April 4, 13
  • Fans That Will Buy A Ticket to Fan Base Show, And Buy Merch Fans That Will Buy An Album A (along with an Album)Thursday, April 4, 13
  • Fans That Will Activate New Fans Fans That Will Buy A Ticket to and Fan Base Show, And Buy Merch Fans That Will Buy An Album A Market on (along with an Album) Behalf of the Artist. (Street Team)Thursday, April 4, 13
  • Fans That Will Activate New Fans Fans That Will Buy A Ticket to and Fan Base Show, And Buy Merch Fans That Will Buy An Album A Market on (along with an Album) Behalf of the Artist. (Street Team)Thursday, April 4, 13
  • Fans That Will FansActivate do that Will Newthose ALL Fans Fans That Will Buy A Ticket to Things PLUS and Fan Base Show, And Buy Merch Fans That Will Buy An Album A Purchase Premium Access Market on (along with an Album) Behalf of the Artist. to a Fan Club SUPER FANS! (Street Team)Thursday, April 4, 13
  • Fans That Will FansActivate do that Will Newthose ALL Fans Fans That Will Buy A Ticket to Things PLUS and The Further You A Show, AndSmallerAlbum Fan Base That Will Buy An Your Target Audience Fans “in” the Buy Merch Go Purchase Premium Access Market on (along with an Album) Behalf of the Artist. to a Fan Club SUPER FANS! (Street Team)Thursday, April 4, 13
  • Shown DifferentlyThursday, April 4, 13
  • Why This Occurs Pain Response due to DetachmentThursday, April 4, 13
  • Why This Occurs Pain Response due to Detachment As much as you LOVE the Artist There is an equal PAIN response by not being able to EngageThursday, April 4, 13
  • Why This Occurs Pain Response due to Detachment As much as you LOVE the Artist There is an equal PAIN response by not being able to Engage By becoming part of a Community (Street Team or Fan Club) You “feel” CLOSER to the ArtistThursday, April 4, 13
  • Why This Occurs Pain Response due to Detachment As much as you LOVE the Artist There is an equal PAIN response by not being able to Engage By becoming part of a Community (Street Team or Fan Club) You “feel” CLOSER to the ArtistThursday, April 4, 13
  • Why is.. “Making the Connection” important?Thursday, April 4, 13
  • Once We Have An Army...Thursday, April 4, 13
  • Street Teams a street team is a group of fans that volunteer to support the artist in exchange for recognition, community stature, prizes, and/or just to give backThursday, April 4, 13
  • Street Team Why Put Together a Street Team? • Music is Communal • They’re De-Centralized • Cost Effective • Extra Set of “Arms & Legs”Thursday, April 4, 13
  • Street Team How Do You Keep Them Active • Communication • Incentivize • Points? (make it competitive) • Meet & GreetsThursday, April 4, 13
  • Street Team How Do You Keep Them Active • Communication • Incentivize • Points? (make it competitive) • Meet & Greets Street Teams should run organically and be “Guerilla Style” marketing... They Should not come at great expense to the Artist.Thursday, April 4, 13
  • Street Team What Do I Ask Them to Do? • status updates/song sharing/retweets • message board postings/community interactions • reddit.com/r/listentomusic • Awards show voting • song/album reviews • radio requests • flyering/postcard hand-outs • hosted parties & special eventsThursday, April 4, 13
  • Examples Fueled by RamenThursday, April 4, 13
  • Fan Clubs What’s in a Fan Club? • "exclusive content" • members-only forums • merchandise (t-shirts, photos, etc) • contests/giveaways • video "extras" opportunities • meet and greets • TICKETS!Thursday, April 4, 13
  • Fan Clubs How do I set one up? You’re going to want a “Professional” for this... • Do you want to PROFIT from the Fanclub? • Free (Taylor Swift) • Paid (Terri Clark) • Freemium - Free with an upsell laterThursday, April 4, 13
  • ExamplesThursday, April 4, 13
  • ExamplesThursday, April 4, 13
  • ExamplesThursday, April 4, 13
  • Summary How do you Measure Success? • What is your REVENUE per Visit? • What is the COST of getting a Visitor? • Is there a VIRAL co-effecient? • (This is where Street Teams become critical) • What are the total Members / Users (analytics)? • What’s the response to Permission Based Marketing? • Is there Growth?Thursday, April 4, 13