This document discusses how musicians can build their own digital ecosystem for self-marketing. It recommends creating a clear brand identity and understanding your target audience. The core is building a website as the central hub, with social media profiles extending out like satellites. Automation tools like WordPress and plugins help sync content across online touchpoints to build a consistent brand experience. Quality original content and a newsletter can help gain awareness and grow your audience over time.

1. HOW TO BUILD YOUR OWN
DIGITAL ECOSYSTEM
A workshop for musicians about digital self marketing
by Dietrich Pflüger (2014)

2. 2014 © Dietrich Pflüger | dietrichpflueger.com 2
DEFINITION: DIGITAL SELFMARKETING
• Selfmarketing or personal branding is the practice of people marketing
themselves as brands.
• Digital Selfmarketing is the sum of digital marketing tactics to do that.

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BUT WHAT ACTUALLY IS A BRAND
..?

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YOU NEED TO CREATE A UNIQUE ARTIST BRAND
Relevance
Describes the
personality of
an artist
Identity
Distinctness in
comparison to
other bands
Difference
Functional and
emotional
empathy of the
audience
Core
Brand

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LET’S USE A VERY UNIQUE EXAMPLE: DIE ANTWOORD
Click play to see the video!

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THEY SEEM TO BE A WELL CONCEIVED BRAND
Click play to see the video!

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THE CORE BRAND OF DIE ANTWOORD
Relevance
Identität Differenz
1,549,061 Facebook likes
242.330 YouTube follower
53+ Mio. video plays
166 Tsd. Twitter follower
Background
Appearance/Clothes
Music Style
White ZEF freaks from
South Africa, mix of
techno + hip hop

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BUT WHAT IS THEIR TARGET GROUP
..?

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THIS IS HOW YOU CAN DISCRIBE IT
Voyeurs
Creative
ZEF-Fans
Techno FansHip Hop Fans
Early AdopterBetween 20-40 Jahre

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WHERE ARE THE TOUCH POINTS WITH THIS TARGET GROUP
..?

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FIRST AND FOREMOST IN SOCIAL NETWORKS

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THIS IS WHY THE BAND FOCUSES ON SOCIAL MEDIA
Webseite

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BUT THAT’S NOT ALL. THERE IS AN CONCEPT BEHIND IT
• Be where your target group is
• Create a consistent user experience across all touch points (brand recognition)
• Position your website as the center of the eco system.
• It should be the most relevant destination.
• This is where you are able to control all aspects of the fan contact
• Social Networks as satellites

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LET’S SUMMARISE
• Create a clear brand identity
• Know your target group
• Be where your target group is
• Create a consistent brand experience (look and feel, tonality)
• Use your website a your digital home and social networks as satellites

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BUT ISN’T THAT TIME CONSUMING
..?

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HINT 1: CREATE YOUR DIGITAL TOOLBOX

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STRUCTURE YOUR DATA
• Images
• Videos
• Text
• Discography
• Biography
• Press releases
• Music/Product
• Management & Administration
• Webdesign
• Backups

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SAVE YOUR DATA IN THE CLOUD
Use services like Dropbox
• 2 Gigabytes free of charge
• Synchronise your data
• Share content with stake holders

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HINT 2: LET YOUR CONTENT MOVE AROUND

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MACHINE LANGUAGE HELPS WITH THE AUTOMATION

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HOW DOES THAT WORK
..?

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TRANSPORTATION WITHOUT DETERMINATION HOW IT WILL LOOK
• XML, RSS and JSON are standard which are describing data
• They are classifying data
• Apps can read this data and they are defining how it will look
This is an image This is a headline
This is a video
This is an audio file

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USE IT TO MOVE YOUR CONTENT IN BOTH DIRECTIONS

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YOU CAN SEND IN ALMOST ANY DIRECTION

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HMM, BUT I AM NOT A CODER. HOW SHOULD THAT WORK
..?

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USE WORDPRESS AS THE CMS FOR YOUR WEBSITE
• Test it free of charge
• Get your own domain for 17$
• Build in web services
• Endless layout and themes
• Free plugins to integrate with social
networks and almost any other
service
• Search engines love Wordpress

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RESPONSIVE WORDPRESS THEMES ARE NOT COSTLY

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WORDPRESS PLUGINS LET YOUR CONTENT MOVE

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VIDEOS CAN BE EMBEDDED INTO YOUR SITE

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VIDEOS CAN BE SYNCED WITH YOUR SOCIAL MEDIA

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AUDIO FILES CAN ALSO BE SYNCED

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PINVOLVE SYNCS INSTAGRAM WITH FACEBOOK

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BANDPAGE SYNCS EVERYTHING WITH WHATEVER

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THIS IS HOW YOU BUILD A STRONG ECOSYSTEM

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HOW CAN YOU GAIN AWARENESS & HOW DO YOU GROW
..?

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ADD VALUE. QUALITY RATHER THAN QUANTITY.

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CREATE CONTENT THAT PEOPLE REMEMBER

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USE MAILCHIMP TO RUN YOUR OWN NEWSLETTER
• 2000 subscriptions free of charge
• 12.000 mails per month free
• Web based: no installation
• Bullet-proofed templates
• Statistics
• No coding needed
• Wordpress integration
• Social media integrations

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HINT 3: INDICATE THE EXISTENCE OF THE NEWSLETTER & WEBSITE
In TV shows In radio shows
In press releases In social media
At events

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THEN START SLOWLY. AND DON’T GIVE UP DIRECTLY.

41. THANK YOU
Find more workshops on www.dietrichpflueger.com