Music meets Social Media Tips & Tricks for theindipendent musican
Social Media is talking with fans! What kind of communication do you have? Artist to fanBand/artists talk to thefans Fan to artist Fans wanna talk to the band/artists
What does it mean?Your community: 40% listen 30% react 30% act (with own content) Define your goals - create a strategy
Basics: Use your content!That could be.....about the bandBand-information/ information about the artists - Dates of concerts,pictures/videos - Shop/merchandising activities - Views on “band-life”...about the musicDemosongs / live-recording - Video stream...about the peopleActivities of the artists in social web - Status updates: What is the band doing?Where are they now? - Tour-diary, rehaersal-diary - Expert knowledge: Do theartists have any special interests? Are they experts in one topic?
Basics: Use your content!That could be......from/to the fansVideos / pictures - Remixes - Community-rvents: competitions (fans can wintickets, autogramms,...) / events / polls / Fans are talking about the artists...from “the others”Reviews - Background information about program - Media-documentation(interviews with newspaper, radio, general coverage)
The right tool for your contentThe "Starters"● Facebook● Twitter● MySpace● Flickr● YouTube● Vimeo YOU Remember: Don’t overflow one or more plattforms. It doesn’t matter to have content for every plattform every day!
The right tool for your content Facebook presentation of the band, connection to twitter, youtube (via Facebook Apps) → How to use: Main-Contact and interaction with the fans Twitter Do not use it as a main communication plattform - better to use as information plattform → How to use: generel activities, live-documentation from events/concerts/....
The right tool for your content MySpace Music-presentation → How to use: Main-Plattform to speak with music- fans/music-journalists YouTube Music-Videos, own videos → How to use: General video material (greetings to the fans, demos,....)
The right tool for your content Flickr Pictures from the band, official and “on the road” → How to use: Take a look into the band Vimeo Use for high quality video material → How to use: Like a “special video channel”
Different tools, different userEvery tool has got its own profile-page.Important is to merge all the tools at one place, f.e. at own homepage vianewsroom: Your logo general site navigation Schedule (concerts,events) Stay in contact Media Coverage and news, fan input (f.e. "fan picture / pos / video of the day")More information about social media newsrooms: http://bit.ly/2bOhZP
Different tools, different userThe goal: Getting more traffic, connect every content, f.e.: Video at YouTube → Information via Twitter about the video Steps → Fan feedback via Facebook/MySpace → Pictures from “making off” at Flickr → Special thank/greetings at Vimeo
Lets start!1. What kind of content do you have to reach yourspecial goals?Concerts(Tour)-dates, information about city, locationsBandWhat does the band do during traveling to locations?Taking fotos/video-statements during traveling, backstage before the concert,after the concert, interviews,...
Lets start!1. What kind of content do you have to reach yourspecial goals?New songsMaking of, statements about the song (video), maybe specials about a locationwhere the video took place...If possiblePersonality: Birthday, personal hobbies and interests, movies/tv/books theylike, special locations f.e. favorite Bar during a tour/at home...
Lets start!2. How to work with this content?Basic work: Ediorial calendar for overview ● Organize your content ● Think in "campaigns", from "big" to "small"Tour example: A tour is one campaign plus every stop as another campaign. Campaign 1 - Main campaign Tour with several stoppsGeneral information Half-time End Review Campaign 2 Campaign 3 Campaign 4 Campaign 5 Stopp x Stopp x Stopp x Stopp x City Y City Y City Y City Y
Work in progress"Campaign 1": General informationOverview - Dates of tour stops are official● Info at homepage● Event at Facebook with status-update● Tweet at Twitter● First pictures and maybe videos of location, tour stops, etc.● New/old Music-Videos played on tour, presented at YouTube/Vimeo, share with Twitter, MySpace, Facebook
Planning example for a concert/tour"Campaign 1": General information - Till start of travelingInformation of location● Why there?● What do you know about it (f.e. other famouse artists....)?● Share via Facebook, link to other homepages about it also via TwitterCompetition for the fans● Video-message “Why you wanna win a ticket?”● Twitter-competition “explain in 140 letters why you wanna attend the concert”
Planning example for a concert/tour"Campaign 1": General information - Start/during travelingVideo-Statements of the Band● What do they feel / think?● What do they expect?● Share via YouTube, Vimeo and also via Facebook and Twitter
Planning example for a concert/tour"Campaign 2-5": At the locationInformation about the location/town● History● How many people will listen● Interesting facts about the location/town● Fans as personal guides: Where can you eat the best burger?The band● Video / pictures via YouTube/Flickr, share at Facebook and Twitter● Backstage-information: not only the artists but also staff with short statements....
Planning example for a concert/tour"Campaign 1": Half-time, End, ReviewFacts● How many visitors?● Traveling distance● ...Emotions● Stories● Fan input (pictures, greetings, presents,..)"Other" content● Interviews and articles during tour (coverage)
Tips to create more contentMonitoringUse Google Alerts to be informed about, what people write about the bandCreat Social Media EventsConcerts at Facebook (live stream), “Playlist-Day”: Show your favorite PlaylistTalk to fansWhat do they wanna read? What are there wishes?Use “low hanging fruits”Topics around for own content creation: Anniversary, season days (f.e. Happythanksgiving at all US-Fans,....), important events,....
Keep the overviewWhy?● Figer out, what kind of information your community prefere● Which content works fine, which content is not so attractive?● Which channel works fine or need some more attention?How?Using general web-plattforms to get an overview about all social media portals:● Hootsuite.com● ping.fm● tweetdeck.com
Keep the overviewStatistic: See, how it worksGood statistic- and monitoring-tools for social media are with costs. You canalso get a good overview by using alternativ tools:● BandMetrics, http://bandmetrics.com/ ● Boomscope, http://boomscope.com/ (analytic tool for music industry)● List with more free tools: http://on.mash.to/16529What do you have to know:● Facebook: Includes statistics● Twitter: Follower, Re-Tweets (monthly) ● YouTube: Views● MySpace: Fans● Flickr: Views ● Vimeo: Views
Finaly: Be creative!A few more ideas:● Check out campaigns of other musicians to get some freh ideas● Talk to music-blogger - creat your own “blogger community” in every country● Pay advertising at Facebook
Useful toolsMore social media tools in GermanyUse http://www.socialmediaplanner.de/ - here you can get some informationMore Tools around the world● Tunecore● Sell own music at iTunes● Tumblr, https://www.tumblr.com/ - Easy use as a Blog● Own Newspaper via http://paper.li/● Stay in Contact with your fans: VYou, http://vyou.com
Useful toolsNetworks for musicianshttp://mashable.com/2007/06/22/music-social-networks-2/Music streamingOverview: music streaming services (German)http://www.sueddeutsche.de/digital/musikstreaming-dienste-im-vergleich-seid-geladen-millionen-1.1318193Live Music Networkhttp://www.linked-musicians.com/default.aspx
Useful toolsFacebook-Apps for music lover (Link via search)● MixPod● Music Video Jukebox● Music Challenge● Music● Last.fm● myBand● imeem● Pandora● share song● iLike
Input, questions?Contact:Nicole CelikkesenPR Consultant with focus on online communication and new mediaLinkedIn: http://de.linkedin.com/in/nicolebraunFacebook: https://www.facebook.com/nicole.celikkesenTwitter: @Nicole_CeThis presentation is a free-time-project, if you have any questions or input,feel free to contact me.