Topspin's Marketing With Data Presentation at Midem

Marketing with Data ,[object Object],[object Object],[object Object],[object Object]

Focus on Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Opportunity is real ,[object Object],[object Object],[object Object],[object Object],[object Object]

Better Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps to take ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Set Direct to Fan Data Goals REACH My widget on 100+ sites this year 50,000 unique visitors this month ENGAGEMENT Single played 10,000 times on the web Fans to share my video 2,500 times ACQUISITION 5,000 email addresses by January Sell out the Mercury Lounge in NYC (capacity 250) MONETIZATION Make $60,000 from a series of DTF offers Average fan revenue is $50 per year across all offers

2. Craft Your Offer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Impact of Physical Goods in Offers *Source: Topspin direct to fan campaigns

Consider Premium Offers ,[object Object],[object Object],*Source: Topspin direct to fan campaigns

Plot and Serve Your Demand Curve

3. Collect Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Topspin Conversion Averages Source: Topspin Direct to Fan Averages CHANNEL CONSERVATIVE NORMAL AGGRESSIVE ,[object Object],[object Object],[object Object],10% 4% 15% 8% 20% 12% ,[object Object],[object Object],[object Object],[object Object],100% 2.4% 7% 100% 4.8% 15% 100% 8% 20% ,[object Object],[object Object],[object Object],[object Object],8% 2% 3.2% 16% 3.2% 6.4% 24% 5.6% 8% ,[object Object],[object Object],[object Object],[object Object],2.4% 1.6% 3.2% 4% 3.2% 7.2% 5.6% 4.8% 11.2%

Topspin Conversion Averages Source: Topspin Direct to Fan Averages CHANNEL CONSERVATIVE NORMAL AGGRESSIVE ,[object Object],[object Object],[object Object],[object Object],0.8% 1.6% 2.8% 2.4% 2.8% 3.6% 4% 4.4% 7.2% ,[object Object],[object Object],[object Object],[object Object],0.8% 1.2% 2.4% 2.4% 2.4% 3.2% 4% 4% 6.4% ,[object Object],[object Object],[object Object],[object Object],2.4% 1.6% 2.4% 4.8% 2.8% 3.2% 7.2% 4.4% 6.4% ,[object Object],[object Object],[object Object],[object Object],2% 1.2% 2.4% 3.2% 2% 3.6% 4.8% 3.2% 4.8%

Compare Funnel Conversions Source: Topspin Live Artist Example

Essential Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. Test + Measure = ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website Traffic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Network Data Platforms Analyze social network metrics and engage fans periodically with new media and posts

5. Optimize ,[object Object],[object Object],[object Object],[object Object],[object Object]

SEO ,[object Object],[object Object],[object Object],[object Object],[object Object]

SEO ,[object Object],[object Object],[object Object]

Landing Page Data Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

David Byrne Email Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics for the New Music Business MEASURE EXAMPLES Play to Purchase Ratio Byrne and Eno: 20% Fans Acquired per 1000 Viral impressions Fanfarlo: 49/1000 Fans Acquired per 1000 Paid impressions Average: 0.7/1000 Dispersion David Byrne: 160 sites Fanfarlo: 248 sites Shares to Sales Ratio Fanfarlo: 1.1

6. Repeat, Iterate, Experiment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some (More) Creative Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Further Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Topspin's Marketing With Data Presentation at Midem

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