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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  • Thanks for posting, Jason! For those of you who saw our preso live, please feel free to comment on what is useful and any questions. Thanks!
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  • Welcome\nhow many came to my presentation last year?\n
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  • Pick 3 adjectives that best describe what you want peole to think about you\n Communicate them through everything you do...integrated marketing\n
  • Observe the people who come to your shows (especially those in the front row, or those who keep coming back)\n“Stalk” your Facebook fans to learn more about them\n
  • JASON\nRecently, there has been a boom in "boutique" music stores that cater to specific audiences.\nThere are also an increasing amount of new services popping up that enable musicians to sell their music directly to fans without the need for a 3rd party. These type of services usually use e-commerce enabled web widgets that embed into many types of web pages. This turns each web page into the musician's own online music store.\nA more recent development allows the instant downloading of radio-songs, as they are broadcast, straight to a mobile phone in less than 60 seconds. This technical innovation from Sweden, called DROPme, represents a different channel and consumer behavior relative to the online services.\n\nEvery band has a different mix of revenue streams. Consider your audience & brand when crafting a mix of products\n\n
  • Put “hooks” in place when building your website/FB profile/Twitter account, with clear calls-to-action to connect with you\nIncentive can be an acoustic version, outtakes, or remixes\n\n
  • Once you’ve gained some fans, keep them engaged\nDon’t just broadcast information -- INTERACT\nDevote a little time each day (or every other day) to responding/interacting\nAsk fans questions, and jump into the comments to keep the discussion going\nstart with your local scene -- local topics & points of interest \nleverage local media (radio, press, local blogs, local news)\n\n
  • 80/20 rule\n\n
  • Have at least one stand-alone destination for selling (preferably integrated into your website). Steer Twitter followers here.\nAdd a Store to your Facebook page (Topspin, Nimbit, Bandcamp, and others can do this). FB is slowly becoming a stronger retail source.\n\n
  • iTunes: featured spots are chosen by iTunes editorial staff. Need to have relationships (helps to hire a marketing company) and a worthwhile plan you can show to iTunes to prove you’re serious\n
  • Local music retailers: ask to play in-stores, offer exclusive deluxe versions of your album, offer to sell merchandise\n Local non-traditional retailers: ask if you can set up a display at their store, and if they’ll play your music. Offer to market them to your fans in return.\n\n
  • JASON\n
  • Run a campaign that leads up to a launch\n create a campaign schedule, at least 3 months long\n use streaming services, video debuts, and publicity stunts to drive attention around your launch\n “activate” your fanbase around key dates to promote your campaign\n\n
  • Clean, Easy to explore, not too many tabs. Everything a new fan might need, in one place\nBrand consistent: classy photos of Thisbe, elegant, true to music (posts videos of jazz classics)\nGood D2F exclusive offers -- autographed CDs & photos\nThese posts show a great use of FB: \n- asking fans for their input \n- gently asking them to buy new album. Explaining that it’s preferable if they buy D2F, but giving them the itunes link too\n- not pictured: when she launched the Collectors Items store section, she gave away a free DL. Put that track in a streaming player in a post and told fans to go to Store tab and use a code to download it.\nHighly active fan base: \n- minimum 20 Likes per post, often over 100. \n- At least 10 - 20 comments on every post. \n- 5000 Likes and 550 talking about: 10% of fans are actively engaged (that’s a good number)\n
  • - brand consistent: quirky, authentic, self-deprecating but confident\n
  • - brand consistent: sweet, humble, open-hearted\n
  • It’s important to look back at your campaign and see how it performed. \nCompare it to past campaigns to see if it worked better\nIdentify things that worked well, and do them again\nIdentify things that did not work, and figure out how to fix them (or stop them)\n
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  • DIY Social Marketing & Ecommerce - Chandra Lynn & Jason Spitz

    1. 1. DIY Social Marketing Fundamentals Presented by: Chandra Lynn & Jason
    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
    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•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:• 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:
    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 @chandralynn
    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.