BREAKING DOWN THE WALL      SITE-TO-SOCIAL OPTIMIZATION FOR ARTISTS      & BANDPAGE EVERYWHERECopyright 2012 BandPage Conf...
THE WALL  IS THE BARRIER OF  COMMUNICATION  BETWEEN MUSICIANS &  THEIR FANSCopyright 2012 BandPage Confidential
THE GREATER THAT WALL - THE LOWER THE CHANCETHAT FANS HAVE TO CONNECT WITH, SHARE, ANDDISCOVER, AND THE WEAKER THE ALLEGIA...
THE WALL                                   BEFORE SOCIAL MEDIA•    Before the advent of social media,     Artists would se...
THE WALL                                  SOCIAL CRACKS THROUGH•    Easy for fans to share your content,     learn a littl...
THE WALL                                      WAYS TO BREAK DOWN THE WALL•      There are two ways to better improve your ...
THE WALL                                WAYS TO OPTIMIZE SOCIAL MEDIA      I.                 Understanding EdgeRank      ...
THE WALL                                      UNDERSTANDING EDGERANK     EdgeRank is responsible for ranking the content t...
THE WALL                                     EDGERANK CALCULATION•  Affinity - The strength of the   relationship between ...
THE WALL                                     KNOW YOUR PLATFORM   Make sure to tailor your post to the specific platform i...
THE WALL                                    ANALYTICS & INSIGHTS•  Insights are critical to keep track of the   pulse of y...
THE WALL                                         POST REGULARLY•  Post at least one piece of content per weekIf you miss a...
THE WALL                                   SEND OUT RICH MEDIA•  Rich media (like pictures, videos &   music) gets higher ...
THE WALL                                    EXCLUSIVE CONTENT•  Share exclusive interviews, music,   merchandise, photos, ...
THE WALL  CAN BE BROKEN DOWN WITH  SITE-TO-SOCIAL                                       (Ticker and Timeline Actions)Copyr...
THE WALL                                    WHAT IS SITE-TO-SOCIAL•  Site-to-Social is the idea that fans can   go to any ...
THE WALL                                    WHAT IS SITE-TO-SOCIAL                                                   BandP...
THE WALL                                    WHAT IS BANDPAGE EVERYWHERE    BandPage Everywhere lets you incorporate dynami...
THE WALL                           UPDATE ONCE, PUBLISH EVERYWHERECopyright 2012 BandPage Confidential
THE WALL                                    SHARING ON BANDPAGE EXTENSIONS•  Most BandPage Extensions give fans   the abil...
THE WALL                                  FAVORITE BUTTON = INSTANT SOCIAL•  On a BandPage Play, fans can   “favorite” a t...
THE WALL                                 PLAYER EXTENSION•  BandPage Extensions are highly   customizable and dynamically ...
THE WALL                                 TOUR DATES EXTENSION•  Last minute change or in a rush?   Update Once – It Goes E...
THE WALL                             PHOTOS EXTENSION•  No more uploading the same 40 photos   to your website, facebook a...
THE WALL                           VIDEOS EXTENSION•  Your Vimeo & Youtube videos -   Cleanly presented and updated   auto...
THE WALL                                   BIOS EXTENSION•  Your story told the right way:   Everywhere.•  Every artist ca...
THE WALL                                   MAILING LIST EXTENSION•  Collect Emails Everywhere – Store   Them in One Place•...
THE WALL                                 CUSTOM USES OF EXTENSIONS•  BandPage Extensions can be used on   any platform whe...
THE WALL                                     TUMBLR THEME•  A perfect mix of social and   customizability.•  We have desig...
THE WALL                                      THE END OF THE WALL•  Emerging tools like BandPage make   connecting with an...
THANK YOU@BANDPAGE       PLEASE DROP US A LINE ANYTIME IF YOU HAVE THOUGHTS OR QUESTIONS!  INFO@BANDPAGE.COMCopyright 2012...
Breaking Down The Wall: Site-To-Social Optimization For Artists & BandPage Everywhere
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Breaking Down The Wall: Site-To-Social Optimization For Artists & BandPage Everywhere

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We believe that in 2012, there should no longer be an issue of cost or lack of technology for artists to be able to create deeper, fuller engagement with their fans, and break down that metaphoric wall that isolates them from their fanbase.

In this presentation, we outline the way websites used to work for bands and artists, to how things have changed with social media. We dive into some of our tips from the last 3 year of working with the world's largest artists and half a billion fan relationships on our platform, that we have seen work well for artists to grow their social media presence, by diving deeply into the concept of Edgerank. Edgerank is the algorithm that determines when and where your posts show up, so knowing how it works is crucial to future success. We also go into the idea of Site-To-Social tools like BandPage Everywhere, which allow you to put custom content on your website while still allowing fans to push that content onto their social streams.

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Breaking Down The Wall: Site-To-Social Optimization For Artists & BandPage Everywhere

  1. 1. BREAKING DOWN THE WALL SITE-TO-SOCIAL OPTIMIZATION FOR ARTISTS & BANDPAGE EVERYWHERECopyright 2012 BandPage Confidential Fall 2012
  2. 2. THE WALL IS THE BARRIER OF COMMUNICATION BETWEEN MUSICIANS & THEIR FANSCopyright 2012 BandPage Confidential
  3. 3. THE GREATER THAT WALL - THE LOWER THE CHANCETHAT FANS HAVE TO CONNECT WITH, SHARE, ANDDISCOVER, AND THE WEAKER THE ALLEGIANCE FANSWILL HAVE TO THE ARTIST.Properly utilizing the internet, social mediaas tools such as BandPage Everywhere, andFANS now close the gap between performer and audience, and create anartists canemotional and lasting connection with their fans.RTISTS &Copyright 2012 BandPage Confidential
  4. 4. THE WALL 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. image area•  The Problem: One-sided and passive 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 fanclubs and forums, but each one was unique and had its own rules, limiting the growthoutside of superfans.Copyright 2012 BandPage Confidential
  5. 5. THE WALL 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 image area tailored to music•  For many artists, social media lacked the “complete experience” of a customized domainNow: Social Media provides a limited in customized functionality, yet immense andsimple to access platform for artists to connect directly with their fans’There are many ways to maximize these relationships – by focusing on Edgerank andinsights.Copyright 2012 BandPage Confidential
  6. 6. THE WALL 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 Confidential
  7. 7. THE WALL WAYS TO OPTIMIZE SOCIAL MEDIA I.  Understanding EdgeRank II.  Know Your Platform III.  Use Analytics & Insights IV.  Post Regularly V.  Send Out Rich Media VI.  Exclusive Content & PromotionCopyright 2012 BandPage Confidential
  8. 8. THE WALL 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 Confidential
  9. 9. THE WALL 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 Confidential
  10. 10. THE WALL KNOW YOUR PLATFORM Make sure to tailor your post to the specific platform in which you aresharing 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 specialfeatures (ex: you can’t use a hashtag on Facebook) and you’re losing out on using these toolsto 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 totheir feed if you use it as a private informerical channel.Copyright 2012 BandPage Confidential
  11. 11. THE WALL 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 Confidential
  12. 12. THE WALL POST REGULARLY•  Post at least one piece of content per weekIf you miss a week, don’t try to make up for it by posting a week’s worth of Posts at once. Justlike in real life, if you forgot to say hi to a friend, you wouldn’t tell them hi 20 times to make upfor the last 20 days you haven’t talked to them.•  Don’t spam your audienceOn the flipside of the coin, if you post too much, your fans may get tired of your posts, and mayhide your posts or worse yet, unlike/follow you. The first leads to a drop in Edgerank, and thesecond leads to the loss of a fan. Don’t be afraid to be loud and active, but don’t drive all butyour super fans crazy with meaningless updates.Copyright 2012 BandPage Confidential
  13. 13. THE WALL 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 Confidential
  14. 14. THE WALL 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 Confidential
  15. 15. THE WALL CAN BE BROKEN DOWN WITH SITE-TO-SOCIAL (Ticker and Timeline Actions)Copyright 2012 BandPage Confidential
  16. 16. THE WALL 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 action (Off of•  Examples include Facebook’s Open 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 functionalityCopyright 2012 BandPage Confidential
  17. 17. THE WALL 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 User Shares the experience, collect ad revenue, and (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 Confidential
  18. 18. THE WALL 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 Confidential
  19. 19. THE WALL UPDATE ONCE, PUBLISH EVERYWHERECopyright 2012 BandPage Confidential
  20. 20. THE WALL 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 Confidential
  21. 21. THE WALL 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 Confidential
  22. 22. THE WALL 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 needsCopyright 2012 BandPage Confidential
  23. 23. THE WALL 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 Confidential
  24. 24. THE WALL 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 Confidential
  25. 25. THE WALL VIDEOS EXTENSION•  Your Vimeo & Youtube videos - Cleanly presented and updated automatically.Copyright 2012 BandPage Confidential
  26. 26. THE WALL 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 Confidential
  27. 27. THE WALL 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 Excel either email your fans directly or you Compatible can import into any mailing list service .CSV file you would like.Copyright 2012 BandPage Confidential
  28. 28. THE WALL 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 Confidential
  29. 29. THE WALL 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 Confidential
  30. 30. THE WALL 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 Confidential
  31. 31. THANK YOU@BANDPAGE PLEASE DROP US A LINE ANYTIME IF YOU HAVE THOUGHTS OR QUESTIONS! INFO@BANDPAGE.COMCopyright 2012 BandPage Confidential

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