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DIY Social Marketing
                Fundamentals

                         Presented by:
                    Chandra Lynn...
CHANDRA LYNN, M.B.A.
Founder & Principal of Glow Marketing LLC
Background:
• Clients: Supermodel Tyra Banks, Author Terry
...
JASON SPITZ
Music Marketing & E-commerce Consultant
Background:
•Direct-to-consumer E-commerce for Rhino
Entertainment (a ...
Overview
Establish Your Identity
 • Craft your Brand
 • Identify your Audience
 • Understand your Business

Grow your Fan ...
Who Are You?
                       Define Your Brand
• How do you define your music in relation to other
artists/genres?

•...
Who is Your Audience?
     • Understand their demographics: age,
     gender, location, income, other interests

     • Ob...
How Do You Earn Money?
         Artist Revenue Streams
         ★ Digital Media

         ★ Physical Media

         ★ Mer...
Grow Your Fan Base
                Using Social Media & Technology

• Go where fans of your type of music hang out

• Make...
Create Raving Fans
Amazing Music + Solid Brand + Fan Connection =
    A Good Start. Now Keep Them Active!
                ...
Develop Your Super-Fans
          • Identify SuperFans & make them feel special

          • Recognize & reward them publi...
Selling Music & Products
     Two-Pronged Approach
      1) Sell Direct-to-Fan Through Website/Social Media
      2) Be Wh...
Direct-to-Fan Sales
On Your Web Store & Social Pages
Digital Distribution
• In addition to using your own website, get your album up on as many online distribution
sites as po...
Physical Retailers
• Finding a distributor is crucial for physical distribution.
• You’ll have to pitch them so get throug...
Plan & Run Campaigns
    • Campaign around an event: album launch, tour, fundraising goal

    • Tell a STORY through your...
Social Marketing Timeline
     • 3 months out
        ◦ tease the upcoming event to general fan base
        ◦ divulge det...
Case Study: Facebook
Facebook is about discovery & community: fans explore your page & build a community

Thisbe Vos has a...
Case Study: Twitter
Twitter is about conversation: engage 1-on-1 with fans publicly, or join a group discussion

Amanda Pa...
Case Study: Google+
Google+ is about personal interaction: less for brands, more for people

Daria Musk used the Google+ H...
Evaluate Results
                                   Facebook: Insights tab
                                   • See Likes ...
Do It Again...and Again!
Q&A
     Follow Us
  glowmarketing.com
   @glowmarketing
     @chandralynn

       @jasonspitz
jasonspitz.wordpress.com
Glow Marketing LLC
be remembered

•   Entertainment marketing agency that supports artists
    from the studio to the stag...
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DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 1 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 2 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 3 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 4 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 5 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 6 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 7 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 8 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 9 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 10 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 11 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 12 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 13 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 14 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 15 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 16 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 17 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 18 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 19 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 20 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 21 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 22 DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz Slide 23
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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 Spitz glowmarketing.com
  2. 2. CHANDRA LYNN, M.B.A. Founder & Principal of Glow Marketing LLC Background: • 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 Media www.glowmarketing.com
  3. 3. JASON SPITZ Music Marketing & E-commerce Consultant Background: •Direct-to-consumer E-commerce for Rhino Entertainment (a division of Warner Music Group) and worked on The Grateful Dead, the Frank Sinatra Estate and Rhino.com. •Director of Marketing for Topspin, a self-service software platform for artists, managers & marketers.   •Ran E-commerce for start-ups and midsize companies •Developed & implemented marketing campaigns for independent artists in music, comedy & theater.
  4. 4. Overview Establish Your Identity • Craft your Brand • Identify your Audience • Understand your Business Grow your Fan Base • Tactics for Effective Growth • Engage your Fans Consistently • Identify Super-Fans Market & 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 other artists/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 across platforms • 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 by publishing consistent, relevant, shareable content
  9. 9. Create Raving Fans Amazing 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 Sales On Your Web Store & Social Pages
  13. 13. Digital Distribution • In addition to using your own website, get your album up on as many online distribution sites 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 be into 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: Facebook Facebook is about discovery & community: fans explore your page & build a community Thisbe 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: Twitter Twitter is about conversation: engage 1-on-1 with fans publicly, or join a group discussion Amanda 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 people Daria 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 aspects Twitter: 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 @jasonspitz jasonspitz.wordpress.com
  23. 23. Glow Marketing LLC be 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.
  • cyberien

    Feb. 19, 2012
  • chandralynn

    Jan. 24, 2012

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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