The document provides a recipe for a digital strategy for a music label called Sub Pop Cake. It identifies the key ingredients as target audience (males and females ages 20-34), content focusing on artist info and album releases, use of social media like Facebook and YouTube, blogs to increase awareness, focus on mobile platforms like apps and mobile websites, having a budget for campaigns on YouTube, Google AdWords and apps, using advertisements like YouTube and Google AdWords to catch attention, and using KPIs to understand what works and what does not like revenue and Google Analytics. It also provides disclaimer that some ingredients were borrowed from other sources listed.

1. The Sub Pop Cake
A Digital Strategy Recipe

2. Flour - 3 cups
Target
Audience
The main ingredient of cake
Knowing the target audience is the
foundation of a digital strategy
-Males and Females ages 20 - 34

3. Sugar - 2 cups
Content
People eat cake to satisfy
their sweet-tooth.
Content satisfies consumer needs.
-focus on artist info / album releases
-sophisticated but alternative

4. Egg Yolks- 4
Social Media
Yolks give cake richness.
Social media provides density to a
brand image.
-Facebook
-YouTube

5. Egg Whites- 4
Blogs
Egg whites all cake to rise.
Blogs increase awareness, giving
rise to businesses.
-blogs

6. Butter- 1 cup
Mobile Platforms
BUTTER IS
EVERYWHERE...in
everything (most things) we
eat.
MOBILE DEVICES ARE TAKING
OVER THE WORLD.
-App
-Mobile website design

7. Baking
Powder- 2 tsp.
Budget
Baking Powder is boring...but
essential.
Number are boring but without a
budget your strategy will fall apart.
-YouTube campaign
-Google AdWords
-App

8. Icing - 16 oz.
Sprinkles- 6 oz.
Icing and sprinkles can make
a cake look more appetizing
than the next.
Advertisements catch attention.
-YouTube
-Google AdWords

9. Taste-
Testers- 3 or more
KPIs
Would you keep using the
same ingredients if your cake
tasted like cat food?
KPIs inform us what works and
what does not.
-Revenue
-Google Analytics

10. Disclaimer (1)Sorry milk and Vanilla
extract
Disclaimer (2) - Not all
ingredients are my own. I
borrowed some from my
neighbors:
http://musicmachinery.com/2014/02/13/age-specific-listening/
http://www.billboard.com/biz/articles/1560117/business-matters-nielsen-study-
examines-who-is-buying-music-media
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-
statistics-that-will-make-you-rethink-your-social-stra
http://www.marketingprofs.com/charts/2013/10957/how-iphone-and-android-
ownership-varies-by-demographic
http://royal.pingdom.com/2013/03/01/blog-readership-demographics-2013/
http://www.bluecloudsolutions.com/blog/cost-develop-app/
http://www.funcatpictures.com/2013/10/22/food-critic-cat/