StudentSoundsystem-Digital Marketing


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StudentSoundsystems digital marketing presentation- 14/5/2010

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StudentSoundsystem-Digital Marketing

  1. 1. Student<br />SoundSystem<br />Chris Brims<br />Adam Cooke<br />Natalie Dent<br />RadleighTant<br />Daniel Titley<br />
  2. 2. Prior to Consultancy<br /><ul><li>No digital marketing presence
  3. 3. Up to 3 bookings a term
  4. 4. Limited equipment
  5. 5. Very small awareness</li></li></ul><li>Mission Statement<br />“To empower students to create their own unique events with specialised, affordable equipment that would be otherwise unobtainable and to engage the student community by creating a friendly atmosphere through our interactive online presence”.<br />
  6. 6. Short term goals<br />Stage one:  Setup of social media touch points<br />1)     Establish an online Presence for Student Sound System.<br />Achieved this through:<br />Facebook<br />Primarily used to promote new events by inviting people within particular student networks to raise awareness.<br />a.     Branding<br />b.     Drive Web Traffic <br />c.     Reputation Management <br />d.     New Customer Acquisition<br />
  7. 7. Twitter<br />Used to gauge new trends and level of interest in events.<br />It did not contribute greatly to brand awareness.<br />Useful research tool and networking devise to connect with similar organisations all over the world not just ones located in localised social networks.<br />Good source target audience to hit the website.<br />
  8. 8. YouTube<br />To post videos of Student SoundSystemevents and to reach an audience outside of the immediate loops within the social networks.<br />Provided a cost effective, reliable method of video hosting that saved bandwidth on the website and allowed for embedding of media content.<br />
  9. 9.<br />Setup using WordPress installation with a custom theme for fast and easy updates.<br />Acted as a central hub for our online activity.<br />RSS (Really Simple Syndication) was used to link the WordPress blog with the other social networking touch points.<br />
  10. 10. Stage two: Viral Campaigning and Search Engine Optimisation (SEO)<br />Mass Inviting using JavaScript.<br />Forging links with other organisations through a link exchange.<br />Sought listing in search engines by applying to Google and Yahoo directly.<br />Used Word Press Plugins and advanced settings within Facebook, YouTube and Twitter.<br />Used keywords, Meta tags, URL shortening and human readable URLs.<br />
  11. 11. Stage three: Analytical Approach<br />Google analytics was used on the blog and we requested group statistics from Facebook, twitter and YouTube regularly. <br />Important statistical information included:<br />Number of Views per page.<br />Average page viewing time.<br />Where viewers were being directed from.<br />Geographical information about users’ locations and time of viewing.<br />Found where most users were coming from and identified patterns in what the most popular content contained.<br />We then customised the content to attract more users to the site.<br />
  12. 12. Statistical Analysis<br />Source: Facebook, 2010<br />
  13. 13. Hits for the site<br />80% of visitors stay active between 0 and 30 seconds <br />5% stay for between 30 seconds and 2 minutes <br />15% stay for longer than 2 minutes. <br /><ul><li>Google bot was the most active web crawler followed by Yahoo and MSNBot.
  14. 14. The most common referrer was Facebook with Twitter a distant second. The majority of users however went directly to the site or were directed by search engines.</li></ul>(Site5host Statistics, 2010)<br /><ul><li>14 Followers
  15. 15. 58 Tweets</li></ul>Source:, 2010<br />
  16. 16. Long term goals<br />Diversify business into an online community<br />Increase frequency and diversity of blogs<br />Nielson, J. (1992)<br />Every day, thousands of people around the world write about music they love — and it all ends up here (HypeMachine, 2010)<br />Increased traffic<br />Increase awareness<br />
  17. 17. Expansion of target market<br /><ul><li>Expand focus from purely university students to other groups:
  18. 18. Businesses
  19. 19. Colleges
  20. 20. Other Universities
  21. 21. Possible new locations include:
  22. 22. Bournemouth
  23. 23. Portsmouth</li></ul>Source: Google Maps, 2010<br />
  24. 24. Paid advertising<br /><ul><li>Facebook advert</li></ul>Source: Facebook, 2010<br /><ul><li>Google Adwords</li></ul>Source: Google, 2010<br />
  25. 25. Not purely an online marketing focus<br />As well as the digital marketing we have engaged in, we also took an offline marketing focus:<br />We used a number of channels:<br /><ul><li> Leaflet Distribution
  26. 26. Posters
  27. 27. Stickers
  28. 28. T-shirt give-a-ways</li></ul>‘Offline marketing boosts online marketing effect by nearly 40%’ (iProspect, 2009)<br />
  29. 29. TeamworkPositives<br /><ul><li> As students we are all already connected to target audience
  30. 30. Utilized Google Wave to communicate ideas between all members of the group
  31. 31. Radleigh was directly involved in Student SoundSystem</li></li></ul><li>Teamwork Negatives <br /><ul><li>Student SoundSystem is based on a partnership structure, therefore communication is an issue
  32. 32. Radleigh’s involvement meant he was the only one capable of undertaking certain tasks, e.g. viable content for blogs
  33. 33. As students we had to work around other time constraints.</li></li></ul><li>Summary<br />Success so far;<br /><ul><li>Events have increased from 2 – 3 a term to 2 – 3 a week
  34. 34. 353 people like the Student SoundSystem page
  35. 35. 61 Tweets over the project
  36. 36. Total upload views 139</li></ul>How to achieve this<br /><ul><li>Seek investment to fund expansion
  37. 37. To expand the company, need to enter a recruitment drive</li></li></ul><li>
  38. 38. References<br />Brothers, L.Hollan, J. Nielsen, J. Stornetta, S. Abney, S. Furnas, G. and Littman, M. (1992): "Supporting informal communication via ephemeral interest groups,"Proceedings of CSCW 92, the ACM Conference on Computer-Supported Cooperative Work(Toronto, Ontario, November 1-4, 1992), pp. 84-90.<br /><br /><br /><br /><br /><br /><br /><br /><br />