Midem academy marketing - mayka mei

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Midem academy marketing - mayka mei

  1. 1. midem academy 2012! Marketing module !How to Find, Manage and Motivate your Superfans! Mayka Mei, Senior Strategist, Red Magnet Media (USA)!
  2. 2. Welcome!!!!Who’s here?! •  Artists! •  Students! •  Tech! •  Labels! •  Consultants! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  3. 3. Lady Gaga’s Little Monsters! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  4. 4. The  GFC  Team  started  with  three  people   Meet the Grobanites! (Val,  Julie  and  Meg)  in  2002  a>er  Julie  ini?ated  the  first  fan  fundraising  project   on  Josh’s  website,  which  was  to  raise   money  for  the  David  Foster  Founda?on   (DFF)  in  honor  of  Josh’s  21st  birthday.  Through  on-­‐line  auc?ons  and  dona?ons   at  Meet  and  Greets,  over  $75,000  was   raised  for  the  David  Foster  Founda?on   midem academy 2012 – Marketing module ! Photo by Scott McDermott! in  2002  and  2003…   All courses to be available on: www.midem.com/academy/courses!
  5. 5. The Johnny Cash Project! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  6. 6. Duran Duran’s Here Right Now! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  7. 7. 800 to 168,000! midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
  8. 8. Surprise! You have a community.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  9. 9. Table of Contents!1.  What They Can Do!2.  Where to Find Them!3.  How to Manage Them!4.  How to Reward Them!5.  Q&A! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  10. 10. SUPERFANS
 !Who? Where? How do you know you have any?!!!Times have changed!!Even if you don’t have your own fan site, you have a community:Twitter, Facebook, blogs, etc.!!Aside from being your No. 1 fans, your superfans can promote you,strengthen your community, and assist you in special projects.!!Follow your Google Alerts, search for your name on Twitter: Are peoplediscovering you on their own and telling their own audiences? That’swho you want to get in touch with.!! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  11. 11. 1.    WHAT THEY CAN DO
 !Trust:
 !What can you trust volunteers to do?!!!Don’t look at your superfans as gophers or errand-runners.
!Look at them as day-to-day community builders.!!They can:!•  Promote!•  Moderate!•  Create Content!•  Assist Special Projects!•  Conduct Their Own Projects! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  12. 12. 1.    WHAT THEY CAN DO
 !Trust:
 !What can you trust volunteers to do?!! !! !Promote! Special Projects!•  Promote and organize word-of-mouth •  Contest facilitation! campaigns! •  International outreach!! !Moderate! Their Own Projects!•  Multiple levels of customer service!•  Squashing trouble!•  Taking temperature of the community!!Create Content!•  Blogs and newsletters for the community!•  Forum interaction!•  Twitter? Facebook?! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  13. 13. 2.    WHERE TO FIND THEM
 !Identification!!!Look for the fans who take action withoutbeing asked. You don’t have to take the firstpeople who raise their hands. !!Ask your team. You, your manager, or yourcurrent volunteers may have suggestions fornew helpers.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  14. 14. 2.    WHERE TO FIND THEM
 !Create a process.!!!You’re building your team, so make it a team effort.!1.  Search for the candidate’s other public profiles.!2.  Ask your team to observe them for a week.!3.  Have your team vote on them at the end of the observation week.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  15. 15. 2.    WHERE TO FIND THEM
 !Screening!!!5 Things to Look for:!1.  Authentic knowledge of and appreciation for your work!2.  Timely responses to communication, direction, and delegation!3.  Customer service experience!4.  Ability to work remotely, flexible hours!5.  Friendly, respectful nature" midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  16. 16. 2.    WHERE TO FIND THEM
 !Screening!!!!5 Things to Watch Out for:!1.  Questionable content on outside profiles!2.  Public displays of mood swings!3.  Lack of communication in project updates!4.  Too much enthusiasm!5.  « Us vs. Them » mentality, mod vs. mod mentality! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  17. 17. 2.    WHERE TO FIND THEM
 !The Application Process!!!!•  What’s an appropriate way to contact them?!•  Draft up a legal agreement.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  18. 18. 3.    HOW TO MANAGE THEM
 !How much management does it
 !actually take?!!!They’re your superfan team.
They are doing you a service.
You’re not just outsourcing these roles.!!•  Just like any team, superfans will need direction and will also need to feel valued.!•  Consider why Linkin Park’s 200,000+ fan community is a success.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  19. 19. 3.    HOW TO MANAGE THEM
 !Maintain regular communication.!!!Communicate in a way that works for you and them.!•  Host regular, standing meetings.!•  Track progress.!•  Monitor their activity as they earn your trust.!•  Support them, and take their feedback seriously." midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  20. 20. 3.    HOW TO MANAGE THEM
 !Empower them so they can be successful.!!!Establish expectations to support the superfans and community.!•  Compose and publish Community Guidelines.!•  Clarify what is « public » and what is « confidential » about your band.!•  Decide when the management will get involved in community dealings.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  21. 21. 3.    HOW TO MANAGE THEM
 !Troubleshooting!!!What to Do When Things Go South with the Superfan!!1.  Ask the superfan for her or his point of view.!2.  Handle it delicately: Be respectful.!3.  « Firing » isn’t the only answer.!4.  Confer with the superfan team individually.! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  22. 22. 4.    HOW TO REWARD THEM
 !How do you compensate your volunteers?!!!For many superfans, just being involved is a privilege, but thatdoesn’t mean their services should go unrewarded.!!Visible and Tangible Rewards!•  Recognition on site, in Twitter #FF, or public thank-yous!•  Tickets to shows!!Emotional Fulfillment!•  Sense of being part of the « inner circle »!•  Being first-to-know on highly coveted information!•  Direct feedback and valued input to artist’s team!! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  23. 23. 4.    HOW TO REWARD THEM
 !Virtual Face Time with the Fans! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  24. 24. !!!What questions do you have?! midem academy 2012 – Marketing module ! All courses to be available on: www.midem.com/academy/courses!
  25. 25. Mayka Mei, Senior Strategist!Mayka Mei is a Senior Strategist at Red Magnet Media, a boutiqueagency that creates and implements innovative and interactiveonline presences for artists and creative brands. Red MagnetMedia’s clients include Linkin Park, Duran Duran, and Hearst.!!Previously, Mayka was Marketing Manager of Social Strategy atMoxsie.com, an online retailer specializing in independent fashiondesigners. Fittingly discovered on Twitter, Mayka grew Moxsie’sTwitter influence to 168,000, two hundred times its original numberof followers, earning Moxsie a featured episode in Twitter’s originalTwitter Tales video series. Mayka has also worked in social gamingand both print and Web editorial.!redmagnetmedia.com!mayka@redmagnetmedia.com!@mayka on Twitter! midem academy 2012 – Marketing module ! 25   All courses to be available on: www.midem.com/academy/courses!

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