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A SESSION LED BY THEDA SANDIFORD

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5 GOALS OF DIGITAL MARKETING ROYAL CONCEPT• IMPROVE YOUR SOCIAL REACH

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5 GOALS OF DIGITAL MARKETING BLACK VEIL BRIDES• INCREASE YOUR FAN ENGAGEMENT

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5 GOALS OF DIGITAL MARKETING REPUBLIC RECORDS• IDENTIFY AND ENGAGE WITH INFLUENCERS

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5 GOALS OF DIGITAL MARKETING THE LAST BISON• INCREASE LEAD GENERATION

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5 GOALS OF DIGITAL MARKETING FLORENCE + THE MACHINE• APPLY ANALYTICS TO KNOW WHAT WORKS

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THE CLASSIC 4 PS STREAMS & DOWNLOADS• PRODUCT

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THE CLASSIC 4 PS ALBUM OF THE WEEK ON REPUBLICRECORDS.COM• PLACEMENT

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THE CLASSIC 4 PS VEVO LIFT PROMOTION• PROMOTION

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THE CLASSIC 4 PS $7.99 PROMOTION ON AMAZON MP3• PRICE

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DO AN HONEST SOCIAL ASSESSMENT 3 DOORS DOWN• ARE YOU TELLING SHOWING YOUR WHOLE STORY?

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DO AN HONEST SOCIAL ASSESSMENT LAST BISON• ARE YOU MEETING NEEDS AND WANTS OF YOUR FANS?

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DO AN HONEST SOCIAL ASSESSMENT OWL CITY• ARE YOU MOTIVATING YOUR FANS?

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DO AN HONEST SOCIAL ASSESSMENT AUSTIN MAHONE• DO YOU KNOW WHAT’S WORKING AND WHY?

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IMPROVE YOUR SOCIAL REACH• CREATE IDEAL ONLINE COLBIE CAILLAT PROFILE(S)

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IMPROVE YOUR SOCIAL REACH BLAKE LEWIS• TURN ARTIST WEBSITE INTO A SOCIAL PORTAL

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IMPROVE YOUR SOCIAL REACH KATY TIZ• MAKE YOUR WEBSITE SOCIAL

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IMPROVE YOUR SOCIAL REACH COLBIE CAILLAT• PRIORITIZE EMAIL DATA CAPTURE

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IMPROVE YOUR SOCIAL REACH THE WEEKND• PICK SOCIALS BASED ON BAND PERSONALITY

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IMPROVE YOUR SOCIAL REACH OF MONSTERS AND MEN• FILL OUT YOUR PROFILES COMPLETELY

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IMPROVE YOUR SOCIAL REACH AUSTIN MAHONE• MOBILE READY PROFILES

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IMPROVE YOUR SOCIAL REACH• CHOOSE THE RIGHT KELLY ROWLAND CONTENT

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IMPROVE YOUR SOCIAL REACH KATY TIZ• GIVE YOUR BAND CHARACTER

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IMPROVE YOUR SOCIAL REACH RDGLDGRN• EXPAND YOUR CONTENT MIX

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IMPROVE YOUR SOCIAL REACH YOUNGBLOOD HAWKE• PROVIDE APPROPRIATE CONTEXT

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IMPROVE YOUR SOCIAL REACH LIL WAYNE• SHOW DON’T TELL

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IMPROVE YOUR SOCIAL REACH JAYME DEE• USE #HASHTAGS

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IMPROVE FAN ENGAGEMENT• BE CONSISTENT ANBERLIN

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IMPROVE FAN ENGAGEMENT ANGEL HAZE• DAY PART CONTENT IN EVENINGS

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IMPROVE FAN ENGAGEMENT CHRIS MANN• SPEAK WITH, DON’T TALK AT YOUR FANS

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IMPROVE FAN ENGAGEMENT BEN HOWARD• AVOID THE HARD SELL

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IMPROVE FAN ENGAGEMENT REPUBLIC RECORDS• SEARCH THE WEB FOR RELEVANT CONTENT TO SHARE WITH FANS

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IMPROVE FAN ENGAGEMENT LAST BISON• USE EMAIL NEWSLETTER ACROSS SOCIAL PLATFORMS

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IMPROVE FAN ENGAGEMENT FINAL THOUGHT:SOCIAL MEDIA IS A MEANS TO AN END— NOT AN END IN AND OF ITSELF

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MOTIVATE YOUR INFUENCERSALL FANS ARE NOT AUSTIN MAHONECREATED EQUAL • LIKES VS. TALKS ABOUT

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MOTIVATE YOUR INFUENCERSALL FANS ARE NOT THE WEEKNDCREATED EQUAL • FOLLOWERS VS. RETWEETS

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MOTIVATE YOUR INFUENCERSALL FANS ARE NOT PSYCREATED EQUAL • SUBSCRIBERS VS. VIEWS

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MOTIVATE YOUR INFUENCERSSUPERFANS • KNOW YOUR MOST ACTIVE BLACK VEIL BRIDES FANS AND GAIN KNOWLEDGE FROM THEM

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MOTIVATE YOUR INFUENCERSSUPERFANS REPUBLIC RECORDS • USE TWITTER LISTS TO KEEP TABS ON FANS

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MOTIVATE YOUR INFUENCERSSUPERFANS ARIANA GRANDE • INCENTIVIZE FANS WITH ACCESS AND EXPERIENCES WITH REAL MEANING

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MOTIVATE YOUR INFUENCERSSUPERFANS OWL CITY • FOCUS ON AREAS YOU CAN CREATE TRUE CONNECTIONS

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IMPROVE LEAD GEN ―QUALIFIED‖ LEADS BOOST CONVERSION RATESADVERTISING NICKI MINAJ • WRITE THE RIGHT COPY FOR THE RIGHT AUDIENCE

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IMPROVE LEAD GEN ―QUALIFIED‖ LEADS BOOST CONVERSION RATESADVERTISING RDGLDGRN • USE A CLEAR CALL TO ACTION

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IMPROVE LEAD GEN ―QUALIFIED‖ LEADS BOOST CONVERSION RATESADVERTISING CIMORELLI • TELL FANS HOW TO TAKE THE ACTION

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IMPROVE LEAD GEN ―QUALIFIED‖ LEADS BOOST CONVERSION RATESADVERTISING COLBIE CAILLAT • PROVIDE COMPELLING REASONS TO TAKE THAT ACTION

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IMPROVE LEAD GENRETARGETTING LAST BISON • FOLLOW UP EMAIL SIGNUPS WITH WELCOME EMAIL

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IMPROVE LEAD GENRETARGETTING REPUBLIC RECORDS • FOLLOW UP ON ALL SOCIAL COMMENTS

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IMPROVE LEAD GENRETARGETTING AUSTIN MAHONE • SEGMENT ADVERTISING

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IMPROVE LEAD GENRETARGETTING ROYAL CONCEPT • REMARKETING OR RETARGETTING

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UNDERSTAND MEASUREMENT RETURN ON INVESTMENT (ROI)GROSS PROFIT = GROSS REVENUE – COST OF THE GOODS SOLDGROSS PROFIT – MARKETING COSTS / MARKETING COSTS * (100%) HEY JESSIE J, ―IT’S NOT ABOUT THE MONEY, MONEY, MONEY‖

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UNDERSTAND MEASUREMENTEX. BLACK VEIL BRIDES MILYONI CAMPAIGN $35,000 - $5,000 = $30,000 GROSS PROFIT $30,000 - $5,000 / $5,000 * (100%) = 600% ROI

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UNDERSTAND MEASUREMENTWHAT IF YOUR GOAL IS ACTION, NOT SALES? COST PER ACTION TAKEN = AMOUNT SPENT / ACTIONS TAKEN ARIANA GRANDE - PROMOTION OF NEW SINGLE ―THE WAY‖

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HOW DID YOU DO?• CONSTANTLY CHECK PRODUCTIVITY OF LEAD SOURCES AND ELIMINATE SOURCES THAT FAIL TO PERFORM

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HOW DID YOU DO? CHRIS MANN• COST PER ACTION TAKEN IS A LITTLE TOUGHER TO EVALUATE, ANSWERS ARE SUBJECTIVE

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HOW DID YOU DO? ROYAL CONCEPT• USE FACEBOOK INSIGHTS AS A WEEKLY REPORT CARD

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HOW DID YOU DO? NELLY ―HEY PORSCHE‖• USE LINK TRACKING TOOLS TO CHECK CLICKS

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COLBIE CAILLATFACEBOOK CHANGES• REMOVED THIRD PARTY APPS FROM PUBLISHING DIRECTLY TO THE WALL• ADDED A PERSONAL TONE TO THE PAGE BY A LARGE AMOUNT OF IMAGES• UGC ON YOU TUBE AND TWITTER THE DAY AFTER EACH TOUR DATE• ALERTED FANS OF UPCOMING TV APPEARANCES AND SPECIAL EVENTS• RUNNING CONTESTS AND SIMPLE ENGAGEMENT TASKS LIKE THE CHRISTMAS IN THE SAND PHOTO CONTEST

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COLBIE CAILLATRESULTS FACEBOOK FAN COLBIE CAILLAT’S FACEBOOK LIKES 2012 INCREASES (BY MONTH): JANUARY (+63.0K) 1M FEBRUARY (+59.9K) MARCH (+38.1K) APRIL (+34.1K) 800K MAY (+26.2K) JUNE (+18.7K) JULY (+15.5K) AUGUST (+16.3K) FEB APR JUN AUG OCT DECSEPTEMBER (+10.7K) OCTOBER (+16.5K)NOVEMBER (+21.4K)DECEMBER (+29.6K) PEAK DAYS FOR ADDING FACEBOOK FAN LIKES IN 2012: 1/28/12 (+3,309) 1/22/12 (+3,287)

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BLACK VEIL BRIDES LEGION OF THE BLACK MILYONI PREMIEREAUDIENCE REACH

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BLACK VEIL BRIDES LEGION OF THE BLACK MILYONI PREMIERERESULTS

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ANGEL HAZE ANGEL HAZE VS. AZEALIA BANKS: WHEN BEEF BECOMES A TRENDING TOPIC! 12/30/12 – 1/5/13TWITTER• Most active on this battle January 3rd (22K mentions) and January 4th (16K mentions) • 47K mentions and 242M estimated Twitter impressions • 46% of the mentions were re-tweets • The most re-tweeted comment was ―@AngelHaze you have an adams apple tho!!!...‖ by @Azealiabanks (688 times) • Angel Haze’s most re-tweeted comment was ―Bitch, what advance… you’re signed to interscope…‖ (424 times) • The most popular hashtags were • #Soundcloud (452 mentions) • #angelhaze (329 mentions) • #notjusttweets (202 mentions)

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ANGEL HAZE ANGEL HAZE VS. AZEALIA BANKS:WHEN BEEF BECOMES A TRENDING TOPIC! 12/30/12 – 1/5/13 RESULTS

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ANGEL HAZE ANGEL HAZE VS. AZEALIA BANKS:WHEN BEEF BECOMES A TRENDING TOPIC! 12/30/12 – 1/5/13 RESULTS

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ANGEL HAZE ANGEL HAZE VS. AZEALIA BANKS:WHEN BEEF BECOMES A TRENDING TOPIC! 12/30/12 – 1/5/13 RESULTS

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KID CUDI KID CUDI ANNOUNCES INDICUD ALBUM RELEASE DATE ON TWITTER 2/12/13RESULTS• 47.2K mentions and 24.9M impressions• 74% of the mentions are re- tweets • Cudi’s post was retweeted 16.7K times within 13 hours of the post

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KID CUDI KID CUDI ANNOUNCES INDICUDALBUM RELEASE DATE ON TWITTER 2/12/13 RESULTS

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AVICIIAVICII x YOU COLLABORATION WHAT IT IS• PEOPLE AROUND THE WORLD (+18) HAVE TO CHANCE TO COLLABORATE WITH AVICII• THE PROJECT IS SEPARATED INTO 5 PARTS (MELODY, BASSLINE, BEAT & RHYTHM, BREAK & EFFECTS) AND EACH PART HAS THREE PHASES (SUBMISSION, VOTING, FINAL MIX BY AVICII)• THE GOAL IS TO CREATE A HIT SINGLE OUT OF THE WORLD’S LARGEST MUSIC COLLABORATION

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AVICII AVICII x YOU COLLABORATION IF YOU WIN• THE SONG WILL BE RELEASED AS A GLOBAL DIGITAL RELEASE THROUGH UNIVERSAL MUSIC GROUP ON 2/26/13• ALL CREATIVE ROYALTIES FROM THE FINAL TRACK WILL BE DONATED TO THE CHARITY FOUNDATION “HOUSE FOR HUNGER” (FOUNDED IN 2011 BY AVICII AND ASH POURNOURI TO HELP BATTLE HUNGER WORLDWIDE)

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AVICIIAVICII x YOU COLLABORATION RESULTS

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AUSTIN MAHONETWITTER CHATS• TOTAL TWITTER FOLLOWERS: 1,386,768 (12/7/12) • 80% FEMALE AND 20% MALE• NEW FOLLOWERS: 89,450 (LAST 30 DAYS)• TOTAL NUMBER OF RETWEETS: 161,890 (LAST 7 DAYS)• NUMBER OF IMPRESSIONS FROM CHATS: • TWITTER CHAT #1: 77.1 MILLION (10/30) • TWITTER CHAT #2: 73.4 MILLION (11/8) • TWITTER CHAT #3: 72.1 MILLION (11/15) • TOTAL IMPRESSIONS: 222.6 MILLION• NUMBER OF TWEET MENTIONS DURING EACH CHAT: 73,408

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THANK YOU! THEDA SANDIFORD EMAIL:THEDA.SANDIFORD@UMUSIC.COM TWITTER: @ BONDGYRL REPUBLIC RECORDS TWITTER: @REPUBICRECORDS