BREAKING DOWN THE WALL WITH SITE-TO-SOCIAL

BREAKING DOWN THE WALL
SITE-TO-SOCIAL OPTIMIZATION FOR ARTISTS
& BANDPAGE EVERYWHERE

Copyright 2012 BandPage Confidential Fall 2012

THE WALL
IS THE BARRIER OF
COMMUNICATION
BETWEEN MUSICIANS &
THEIR FANS

Copyright 2012 BandPage Confidential

THE GREATER THAT WALL - THE LOWER THE CHANCE
THAT FANS HAVE TO CONNECT WITH, SHARE, AND
DISCOVER, AND THE WEAKER THE ALLEGIANCE FANS
WILL HAVE TO THE ARTIST.

Properly utilizing the internet, social mediaas tools such as BandPage Everywhere,
and
FANS now close the gap between performer and audience, and create an
artists can
emotional and lasting connection with their fans.RTISTS &


THE WALL BEFORE SOCIAL MEDIA

•  Before the advent of social media,
Artists would send fans to their
websites through direct messaging,
word of mouth, or online ads.
image area
•  The Problem: One-sided and passive
content engagement – the artist put the
content on their page, and the fans
ingested what was given to them.

•  No sense of engagement or
community, no building of an emotional
fan connection.

Before: direct fans to your website through word of mouth or online ads. There were fan
clubs and forums, but each one was unique and had its own rules, limiting the growth
outside of superfans.


THE WALL SOCIAL CRACKS THROUGH

•  Easy for fans to share your content,
learn a little bit more about you and
have a direct line to the musician.

•  The Problem: lack of an experience image area
tailored to music

•  For many artists, social media lacked
the “complete experience” of a
customized domain

Now: Social Media provides a limited in customized functionality, yet immense and
simple to access platform for artists to connect directly with their fans’

There are many ways to maximize these relationships – by focusing on Edgerank and
insights.


THE WALL WAYS TO BREAK DOWN THE WALL

•  There are two ways to better improve your artists’ exposure and social value:

Optimizing Your Current Social & Adding Site-To-Social Tools on your Website

•  In the next slides, we’ll go over some of the best practices that we’ve found for maximizing
your social presence when it comes to using these social media tools directly. How to
analyze edgerank, use analytics to understand and strategize your posts, and how to get the
most return for your time.

•  Afterwards, we’ll dive into how to integrate Site-To-Social tools like BandPage Everywhere
into your own website or tumblr, combining the flexibility and ownership of your own site, but
with ways to still impact the “social graph” by allowing for easy sharing back to social
networks.


THE WALL WAYS TO OPTIMIZE SOCIAL MEDIA

I.  Understanding EdgeRank

II.  Know Your Platform

III.  Use Analytics & Insights

IV.  Post Regularly

V.  Send Out Rich Media

VI.  Exclusive Content & Promotion

THE WALL UNDERSTANDING EDGERANK

EdgeRank is responsible for ranking the content that shows up in fans’
News Feeds.

•  On Facebook, EdgeRank powers the platform that looks at all of the posts that could be
shown in a user’s feed, and ranks each post, giving it placement on your page based on
how important they think the post is.

•  Objects with the highest EdgeRank will often display at the top of fans’ news feeds and
stay there longer.

•  Artists with low EdgeRank posts will generally be seen by fewer fans.


THE WALL EDGERANK CALCULATION

•  Affinity - The strength of the
relationship between the poster and the
fan. Determined by frequency and
types of interactions.
image area
•  Weight - The value of your fans
interaction with your posts. Comments
hold more value than say a “Like” and
thus increase your EdgeRank. The
more people who have liked,
commented and shared a post, the
more other people will see that post in
their news feed.

•  Time Decay - How old the post is. The longer that is has been since the post first
surfaced, the less Edgerank it has (until it hits 0)


THE WALL KNOW YOUR PLATFORM

Make sure to tailor your post to the specific platform in which you are
sharing your message. Using cross platform dashboards to monitor activity,
but do not post out to all networks from one place.

Make sure your message on each network you use is unique. Each network has special
features (ex: you can’t use a hashtag on Facebook) and you’re losing out on using these tools
to their full advantage if you don’t tailor each post to the platform its on.

Additionally, always try to be authentic in the way you engage your fans.

Fans don’t respond well to beating pitched at too often, and will resent having adding you to
their feed if you use it as a private informerical channel.


THE WALL ANALYTICS & INSIGHTS

•  Insights are critical to keep track of the
pulse of your social accounts – dive into
who / where those posts are reaching
and engagement rates
image area
•  One important metric to track on
Facebook is “Talking About This”,
which tracks how many unique users
have mentioned or interacted with your
Page in the last 7 days. This is a very
good indicator of the actual interaction
on your page, and much more accurate
view of how you’re doing than “number
of likes”.


THE WALL POST REGULARLY

•  Post at least one piece of content per week

If you miss a week, don’t try to make up for it by posting a week’s worth of Posts at once. Just
like in real life, if you forgot to say hi to a friend, you wouldn’t tell them hi 20 times to make up
for the last 20 days you haven’t talked to them.

•  Don’t spam your audience

On the flipside of the coin, if you post too much, your fans may get tired of your posts, and may
hide your posts or worse yet, unlike/follow you. The first leads to a drop in Edgerank, and the
second leads to the loss of a fan. Don’t be afraid to be loud and active, but don’t drive all but
your super fans crazy with meaningless updates.


THE WALL SEND OUT RICH MEDIA

•  Rich media (like pictures, videos &
music) gets higher engagement,
interaction and shares than plain text
posts.

image area
•  Great posts will lead to more
Engagement (Comments, Likes &
Shares), which will improve your
Edgerank and get your posts to be
more visible on Facebook.

On some Pages, we’ve found the overall difference in engagement was 2-3x higher for
rich media posts!


THE WALL EXCLUSIVE CONTENT

•  Share exclusive interviews, music,
merchandise, photos, or videos– each
‘main’ platform you use should have
something unique to it
image area
•  Give fans a reason why they should not
just read your posts, but actually visit
your various social media properties.

Don’t be afraid to have fun and be silly – your fans on Facebook want to see the real you.


THE WALL
CAN BE BROKEN DOWN WITH
SITE-TO-SOCIAL

(Ticker and Timeline Actions)


THE WALL WHAT IS SITE-TO-SOCIAL

•  Site-to-Social is the idea that fans can
go to any of your properties across the
web and share your content back to 1 2
their social graph – whether that is their
Facebook or their other social
networks. 1. User Clicks on item
that activates open-
graph action (Off of
•  Examples include Facebook’s Open Facebook)
Graph actions, Universal ‘Like’ button,
2. Story posts on user’s
Twitter’s Share button, etc. – websites timeline and ticker (on
with those features now provide a fan Facebook)
with a direct channel to share content
back to their social circles.

•  It’s becoming easier and easier to implement – apps like BandPage are building social into
their core functionality


THE WALL WHAT IS SITE-TO-SOCIAL

BandPage Player Extension
on Website
•  With Site-to-Social, you can send fans
to your website where YOU can control
User Shares
the experience, collect ad revenue, and (or Favorites) Content
personalize it to your tastes, while still
being able to leverage social networks
streams

•  Fans can easily share content using
one-click buttons provided by social
networks.

•  It creates a deeper, richer experience
for the user – if they find something
they like, it creates an easy way for the
fans to share that content to their social
stream.


THE WALL WHAT IS BANDPAGE EVERYWHERE

BandPage Everywhere lets you incorporate dynamic, content-rich Extension into artists’
BandPage Player extensions
websites with little development on Website
time.


THE WALL UPDATE ONCE, PUBLISH EVERYWHERE


THE WALL SHARING ON BANDPAGE EXTENSIONS

•  Most BandPage Extensions give fans
the ability to “share” the content back to
their Facebook timeline, twitter, or
tumblr, even if they are interacting with
the content on a website.


THE WALL FAVORITE BUTTON = INSTANT SOCIAL

•  On a BandPage Play, fans can
“favorite” a track which instantly posts
an open graph action to their Facebook
timeline.

•  This creates an instant interaction with
your page and creates a story that links
back to your content that is visible on
other timelines as well.

•  Viral promotion!


THE WALL PLAYER EXTENSION

•  BandPage Extensions are highly
customizable and dynamically resizable

•  No matter the size of the player you
embed, the functionality will adjust to
best fit your needs


THE WALL TOUR DATES EXTENSION

•  Last minute change or in a rush?
Update Once – It Goes Everywhere

•  BandPage will surface the nearest
show to the top of the Tour’s based on
the user’s location. This means more
relevancy and quicker discovery of your
shows!


THE WALL PHOTOS EXTENSION

•  No more uploading the same 40 photos
to your website, facebook and blog –
update in one spot and it goes
everywhere.


THE WALL VIDEOS EXTENSION

•  Your Vimeo & Youtube videos -
Cleanly presented and updated
automatically.


THE WALL BIOS EXTENSION

•  Your story told the right way:
Everywhere.

•  Every artist can benefit from the
BandPage Bio Extension – set a
biography that will automatically update
with whatever your current BandPage
bio is.

•  That means as the story of your music
grows, you won’t have to continue to re-
enter it across the web. It’s all updated
from one place!


THE WALL MAILING LIST EXTENSION

•  Collect Emails Everywhere – Store
Them in One Place

•  Anywhere you have the BandPage
Mailing List extension, whether it be on
your blog, website, or on BandPage on
Facebook, all of the emails are
collected into one central database.

•  That list is yours – you can export it as
a Excel compatible file, where you can Excel
either email your fans directly or you Compatible
can import into any mailing list service .CSV file
you would like.


THE WALL CUSTOM USES OF EXTENSIONS

•  BandPage Extensions can be used on
any platform where you have the ability
to embed.

•  Feel free to experiment and see what
you can come up with!


THE WALL TUMBLR THEME

•  A perfect mix of social and
customizability.

•  We have designed a Tumblr theme
which combines the best of Tumblr with
the flexibility and scalability of
BandPage Everywhere.

•  You can still get your Tumblr social
streams and ability to easily reblog
posts while still allowing fans to have all
of your BandPage content featured with
site-to-social functionality.


THE WALL THE END OF THE WALL

•  Emerging tools like BandPage make
connecting with and sharing your
experiences with fans that much simpler.

•  With the update once, publish everywhere
system of BandPage Everywhere, we
allow artists to spend less time making
sure that their various profiles are updated
with their correct bio/photos/music, and
can focus on their craft, their live shows,
and engaging in more direct
conversations with their fanbase.

We believe that The Wall as we know it has been torn down – no longer is
cost or technology a barrier from connecting more deeply with your fans,
and allowing your fans to connect more deeply with you.

The opportunity is now in your hands to jump start a deeper way of
engaging with your fans.

THANK YOU
@BANDPAGE
PLEASE DROP US A LINE ANYTIME IF YOU HAVE THOUGHTS OR QUESTIONS!
INFO@BANDPAGE.COM


BREAKING DOWN THE WALL WITH SITE-TO-SOCIAL

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