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DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz

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Follow these steps to build a sustainable DIY business with your music. Establish your brand, grow your audience, and market & sell your offers to fans. Includes case studies on effective uses of social media.

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DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz

  1. 1. DIY Social Marketing Fundamentals Presented by: Chandra Lynn & Jason Spitzglowmarketing.com
  2. 2. CHANDRA LYNN, M.B.A.Founder & Principal of Glow Marketing LLCBackground:• Clients: Supermodel Tyra Banks, Author Terry McMillan, Apple Computer, Black Eyed Peas, Nine Inch Nails, Pro Tools, Airshow Mastering, LMG Touring, Live 365, The Wine Group, and more.• Press & Artist Relations - Avid/Pro Tools• Marketing & Promo for Concert Promoter Bill Graham/Live Nation Major marketing• US Radio - San Francisco• Magazine publishing - New Bay Mediawww.glowmarketing.com
  3. 3. JASON SPITZMusic Marketing & E-commerce ConsultantBackground:•Direct-to-consumer E-commerce for RhinoEntertainment (a division of Warner Music Group) andworked on The Grateful Dead, the Frank Sinatra Estateand Rhino.com.•Director of Marketing for Topspin, a self-servicesoftware platform for artists, managers & marketers.  •Ran E-commerce for start-ups and midsize companies•Developed & implemented marketing campaigns forindependent artists in music, comedy & theater.
  4. 4. OverviewEstablish Your Identity • Craft your Brand • Identify your Audience • Understand your BusinessGrow your Fan Base • Tactics for Effective Growth • Engage your Fans Consistently • Identify Super-FansMarket & Sell your Music/Products • Sell Through Direct-to-Fan and Retail • Plan Multi-month Marketing Campaigns • Evaluate, Learn, Repeat
  5. 5. Who Are You? Define Your Brand• How do you define your music in relation to otherartists/genres?• What is authentic to fans of that genre?• What makes you truly unique?• What images/colors/design styles best represent your band & sound?• How do you convey your brand through actions? On-stage, in photos, social media
  6. 6. Who is Your Audience? • Understand their demographics: age, gender, location, income, other interests • Observe fans at shows, and “stalk” them on Facebook & Twitter to learn about them • Your goals should match the size of your audience & grow as your audience grows
  7. 7. How Do You Earn Money? Artist Revenue Streams ★ Digital Media ★ Physical Media ★ Merchandise ★ Tickets ★ Deluxe Offers/VIP Experiences ★ Performance Royalties (sign up with ASCAP & BMI in US, MCPS & PRS in UK) ★ Creative Licensing & Publishing
  8. 8. Grow Your Fan Base Using Social Media & Technology• Go where fans of your type of music hang out• Make sure your brand is consistent acrossplatforms• Make it easy to connect with you (use widgets,Like buttons, Follow buttons)• Offer an incentive for connecting (i.e. free track)• Grow Facebook & Twitter followers bypublishing consistent, relevant, shareable content
  9. 9. Create Raving FansAmazing Music + Solid Brand + Fan Connection = A Good Start. Now Keep Them Active! • Focus time & energy on the most active channels • Encourage fan interaction: ask questions, reply to comments, join conversations, thank people publicly • Be consistent: post a steady stream of content - use tools like Hootsuite to schedule posts - ask fans (gently) to Like/Share/Retweet/+1 • Leverage local connections - bands, venues, stores, radio stations, alternative newspapers
  10. 10. Develop Your Super-Fans • Identify SuperFans & make them feel special • Recognize & reward them publicly • Create a feeling of direct communication • Offer unique, exclusive merch/content • Mobilize them to amplify your marketing on social media, like a digital Street Team
  11. 11. Selling Music & Products Two-Pronged Approach 1) Sell Direct-to-Fan Through Website/Social Media 2) Be Where Fans Already Shop
  12. 12. Direct-to-Fan SalesOn Your Web Store & Social Pages
  13. 13. Digital Distribution• In addition to using your own website, get your album up on as many online distributionsites as possible. Most offer non-exclusive deals.• Compare on Wikipedia: http://en.wikipedia.org/wiki/Comparison_of_online_music_stores• Services that can help you with physical, digital and video distribution and marketing:
  14. 14. Physical Retailers• Finding a distributor is crucial for physical distribution.• You’ll have to pitch them so get through to the person who is most likely to beinto the music you are pitching.• Give them a press kit and promotion plan• Read more: http://musicians.about.com/od/musicindustrybasics/a/finddistro.htm
  15. 15. Plan & Run Campaigns • Campaign around an event: album launch, tour, fundraising goal • Tell a STORY through your marketing (the event is the climax) •Coordinate all media channels to tell the story in unison. Be consistent, but not redundant • Offer clear calls-to-action; Leverage social networks to drive desired activity (ex: Liking & Sharing a video) • Use social media to drive D2F and Retail sales - D2F: publish links to your web store, run promotions - Retail: link to stores, encourage shopping at specific retailers
  16. 16. Social Marketing Timeline • 3 months out ◦ tease the upcoming event to general fan base ◦ divulge details only to super-fans; ask them for feedback • 2 months out ◦ make official announcement; ask fans to spread the word ◦ give away free tracks in exchange for emails/Likes • 4 weeks out ◦ begin taking D2F pre-orders (offer exclusives as incentive) ◦ steady, consistent stream of messages across social networks ◦ leverage fans to maximize exposure from publicity (blogs) • 1 week out ◦ constantly remind super-fans of upcoming launch date; ask for their help ◦ give fans clear, consistent instructions about what to do on launch day • LAUNCH ◦ keep sending clear calls-to-action ◦ keep fans informed of your progress; thank them constantly • 4-6 weeks after launch ◦ send personal thank-you message to super-fans
  17. 17. Case Study: FacebookFacebook is about discovery & community: fans explore your page & build a communityThisbe Vos has a good example of an effective Facebook Page• Band Profile: landing page with Email signup, Streaming Player, and Artist Bio (powered by Reverbnation; can also use RootMusic)• Official Store: Featured offer + autographed CDs, downloads, and photos (powered by Nimbit; can also use Topspin or Bandcamp)• Engages fans effectively; see the results in numbers of Likes & Comments
  18. 18. Case Study: TwitterTwitter is about conversation: engage 1-on-1 with fans publicly, or join a group discussionAmanda Palmer used Twitter to engage fans in real-time• Started an honest conversation with fans; became a hashtag, then a trending topic• Spurred an idea for a t-shirt design themed around the hashtag• Built a Paypal-powered store for the shirt, live-Tweeted offer, started taking orders• Sold over 600 shirts in 2 days. Earned $11,000 in revenue
  19. 19. Case Study: Google+Google+ is about personal interaction: less for brands, more for peopleDaria Musk used the Google+ Hangout feature to grow a global fan base• Started a video-chat “hangout” on a whim; it went viral & Daria played for 6 hours• Connected to fans live, in real time, with video & audio• G+ is not as vibrant a network as Twitter or Facebook• ...but having a G+ profile can help your search results
  20. 20. Evaluate Results Facebook: Insights tab • See Likes & Engagement change over a period of time • Break down audience by demographics • Discover which posts drove the most activity • See what worked best, and who responded to it; focus more closely on those aspectsTwitter: Third-party analytics tools• Crowdbooster, TweetStats, others• See which tweets were RT’d most, and their reach• Watch follower growth over time• Identify your most active & influential Retweeters
  21. 21. Do It Again...and Again!
  22. 22. Q&A Follow Us glowmarketing.com @glowmarketing @chandralynn @jasonspitzjasonspitz.wordpress.com
  23. 23. Glow Marketing LLCbe remembered• Entertainment marketing agency that supports artists from the studio to the stage.• Specializes in marketing strategy & partnerships; promotions; web development and e-commerce; and concert production and tour support.• Scalable teams are assembled to meet marketing goals. We have the talent to meet the requirements of nearly any project.• We provide the highest level of flexibility, creativity and cost savings.

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