The document outlines strategies and case studies for improving digital marketing goals. It discusses improving social reach, fan engagement, identifying influencers, increasing lead generation, and applying analytics. Case studies include increasing Colbie Caillat's Facebook likes through contests and sharing fan content, Black Veil Brides promoting a new music video which reached a large audience, and analyzing the social media discussion around a feud between Angel Haze and Azealia Banks.

1. A SESSION LED BY THEDA SANDIFORD

2. 5 GOALS OF
DIGITAL MARKETING
ROYAL CONCEPT
• IMPROVE YOUR SOCIAL
REACH

3. 5 GOALS OF
DIGITAL MARKETING
BLACK VEIL BRIDES
• INCREASE YOUR FAN
ENGAGEMENT

4. 5 GOALS OF
DIGITAL MARKETING
REPUBLIC RECORDS
• IDENTIFY AND ENGAGE WITH
INFLUENCERS

5. 5 GOALS OF
DIGITAL MARKETING
THE LAST BISON
• INCREASE LEAD GENERATION

6. 5 GOALS OF
DIGITAL MARKETING
FLORENCE +
THE MACHINE
• APPLY ANALYTICS TO KNOW
WHAT WORKS

7. THE CLASSIC 4 PS
STREAMS & DOWNLOADS
• PRODUCT

8. THE CLASSIC 4 PS
ALBUM OF THE WEEK ON
REPUBLICRECORDS.COM
• PLACEMENT

9. THE CLASSIC 4 PS
VEVO LIFT PROMOTION
• PROMOTION

10. THE CLASSIC 4 PS
$7.99 PROMOTION ON
AMAZON MP3
• PRICE

11. DO AN HONEST SOCIAL
ASSESSMENT
3 DOORS DOWN
• ARE YOU TELLING SHOWING
YOUR WHOLE STORY?

12. DO AN HONEST SOCIAL
ASSESSMENT
LAST BISON
• ARE YOU MEETING NEEDS
AND WANTS OF YOUR FANS?

13. DO AN HONEST SOCIAL
ASSESSMENT
OWL CITY
• ARE YOU MOTIVATING YOUR
FANS?

14. DO AN HONEST SOCIAL
ASSESSMENT
AUSTIN MAHONE
• DO YOU KNOW WHAT’S
WORKING AND WHY?

15. IMPROVE YOUR SOCIAL
REACH
• CREATE IDEAL ONLINE COLBIE CAILLAT
PROFILE(S)

16. IMPROVE YOUR SOCIAL
REACH
BLAKE LEWIS
• TURN ARTIST WEBSITE INTO A
SOCIAL PORTAL

17. IMPROVE YOUR SOCIAL
REACH
KATY TIZ
• MAKE YOUR WEBSITE SOCIAL

18. IMPROVE YOUR SOCIAL
REACH
COLBIE CAILLAT
• PRIORITIZE EMAIL DATA
CAPTURE

19. IMPROVE YOUR SOCIAL
REACH
THE WEEKND
• PICK SOCIALS BASED ON BAND
PERSONALITY

20. IMPROVE YOUR SOCIAL
REACH
OF MONSTERS AND MEN
• FILL OUT YOUR PROFILES
COMPLETELY

21. IMPROVE YOUR SOCIAL
REACH
AUSTIN MAHONE
• MOBILE READY PROFILES

22. IMPROVE YOUR SOCIAL
REACH
• CHOOSE THE RIGHT KELLY ROWLAND
CONTENT

23. IMPROVE YOUR SOCIAL
REACH
KATY TIZ
• GIVE YOUR BAND
CHARACTER

24. IMPROVE YOUR SOCIAL
REACH
RDGLDGRN
• EXPAND YOUR CONTENT
MIX

25. IMPROVE YOUR SOCIAL
REACH
YOUNGBLOOD HAWKE
• PROVIDE APPROPRIATE
CONTEXT

26. IMPROVE YOUR SOCIAL
REACH
LIL WAYNE
• SHOW DON’T TELL

27. IMPROVE YOUR SOCIAL
REACH
JAYME DEE
• USE #HASHTAGS

28. IMPROVE FAN
ENGAGEMENT
• BE CONSISTENT ANBERLIN

29. IMPROVE FAN
ENGAGEMENT
ANGEL HAZE
• DAY PART CONTENT IN EVENINGS

30. IMPROVE FAN
ENGAGEMENT
CHRIS MANN
• SPEAK WITH, DON’T TALK AT YOUR
FANS

31. IMPROVE FAN
ENGAGEMENT
BEN HOWARD
• AVOID THE HARD SELL

32. IMPROVE FAN
ENGAGEMENT
REPUBLIC RECORDS
• SEARCH THE WEB FOR RELEVANT
CONTENT TO SHARE WITH FANS

33. IMPROVE FAN
ENGAGEMENT
LAST BISON
• USE EMAIL NEWSLETTER ACROSS
SOCIAL PLATFORMS

34. IMPROVE FAN
ENGAGEMENT
FINAL THOUGHT:
SOCIAL MEDIA IS A MEANS TO AN END—
NOT AN END IN AND OF ITSELF

35. MOTIVATE YOUR
INFUENCERS
ALL FANS ARE NOT AUSTIN MAHONE
CREATED EQUAL
• LIKES VS. TALKS
ABOUT

36. MOTIVATE YOUR
INFUENCERS
ALL FANS ARE NOT THE WEEKND
CREATED EQUAL
• FOLLOWERS VS.
RETWEETS

37. MOTIVATE YOUR
INFUENCERS
ALL FANS ARE NOT PSY
CREATED EQUAL
• SUBSCRIBERS
VS. VIEWS

38. MOTIVATE YOUR
INFUENCERS
SUPERFANS
• KNOW YOUR MOST ACTIVE BLACK VEIL BRIDES
FANS AND GAIN KNOWLEDGE
FROM THEM

39. MOTIVATE YOUR
INFUENCERS
SUPERFANS REPUBLIC RECORDS
• USE TWITTER LISTS TO KEEP
TABS ON FANS

40. MOTIVATE YOUR
INFUENCERS
SUPERFANS
ARIANA GRANDE
• INCENTIVIZE FANS WITH
ACCESS AND EXPERIENCES
WITH REAL MEANING

41. MOTIVATE YOUR
INFUENCERS
SUPERFANS
OWL CITY
• FOCUS ON AREAS YOU CAN
CREATE TRUE
CONNECTIONS

42. IMPROVE LEAD GEN
―QUALIFIED‖ LEADS BOOST CONVERSION RATES
ADVERTISING NICKI MINAJ
• WRITE THE RIGHT
COPY FOR THE RIGHT
AUDIENCE

43. IMPROVE LEAD GEN
―QUALIFIED‖ LEADS BOOST CONVERSION RATES
ADVERTISING RDGLDGRN
• USE A CLEAR CALL TO
ACTION

44. IMPROVE LEAD GEN
―QUALIFIED‖ LEADS BOOST CONVERSION RATES
ADVERTISING CIMORELLI
• TELL FANS HOW TO
TAKE THE ACTION

45. IMPROVE LEAD GEN
―QUALIFIED‖ LEADS BOOST CONVERSION RATES
ADVERTISING COLBIE CAILLAT
• PROVIDE COMPELLING
REASONS TO TAKE
THAT ACTION

46. IMPROVE LEAD GEN
RETARGETTING LAST BISON
• FOLLOW UP EMAIL
SIGNUPS WITH
WELCOME EMAIL

47. IMPROVE LEAD GEN
RETARGETTING REPUBLIC RECORDS
• FOLLOW UP ON ALL
SOCIAL COMMENTS

48. IMPROVE LEAD GEN
RETARGETTING AUSTIN MAHONE
• SEGMENT ADVERTISING

49. IMPROVE LEAD GEN
RETARGETTING ROYAL CONCEPT
• REMARKETING OR
RETARGETTING

50. UNDERSTAND
MEASUREMENT
RETURN ON INVESTMENT (ROI)
GROSS PROFIT = GROSS REVENUE – COST OF THE GOODS SOLD
GROSS PROFIT – MARKETING COSTS / MARKETING COSTS * (100%)
HEY JESSIE J, ―IT’S
NOT ABOUT THE
MONEY, MONEY,
MONEY‖

51. UNDERSTAND
MEASUREMENT
EX. BLACK VEIL BRIDES MILYONI CAMPAIGN
$35,000 - $5,000 = $30,000 GROSS PROFIT
$30,000 - $5,000 / $5,000 * (100%) = 600% ROI

52. UNDERSTAND
MEASUREMENT
WHAT IF YOUR GOAL IS ACTION, NOT SALES?
COST PER ACTION TAKEN = AMOUNT SPENT / ACTIONS TAKEN
ARIANA GRANDE - PROMOTION OF NEW
SINGLE ―THE WAY‖

53. HOW DID YOU DO?
• CONSTANTLY CHECK
PRODUCTIVITY OF LEAD SOURCES
AND ELIMINATE SOURCES THAT
FAIL TO PERFORM

54. HOW DID YOU DO?
CHRIS MANN
• COST PER ACTION TAKEN IS A
LITTLE TOUGHER TO EVALUATE,
ANSWERS ARE SUBJECTIVE

55. HOW DID YOU DO?
ROYAL CONCEPT
• USE FACEBOOK INSIGHTS AS A
WEEKLY REPORT CARD

56. HOW DID YOU DO?
NELLY
―HEY PORSCHE‖
• USE LINK TRACKING TOOLS TO
CHECK CLICKS

57. COLBIE CAILLAT
FACEBOOK CHANGES
• REMOVED THIRD PARTY APPS FROM
PUBLISHING DIRECTLY TO THE WALL
• ADDED A PERSONAL TONE TO THE PAGE
BY A LARGE AMOUNT OF IMAGES
• UGC ON YOU TUBE AND TWITTER THE
DAY AFTER EACH TOUR DATE
• ALERTED FANS OF UPCOMING TV
APPEARANCES AND SPECIAL EVENTS
• RUNNING CONTESTS AND SIMPLE
ENGAGEMENT TASKS LIKE THE
CHRISTMAS IN THE SAND PHOTO
CONTEST

58. COLBIE CAILLAT
RESULTS
FACEBOOK FAN COLBIE CAILLAT’S FACEBOOK LIKES 2012
INCREASES
(BY MONTH):
JANUARY (+63.0K) 1M
FEBRUARY (+59.9K)
MARCH (+38.1K)
APRIL (+34.1K) 800K
MAY (+26.2K)
JUNE (+18.7K)
JULY (+15.5K)
AUGUST (+16.3K) FEB APR JUN AUG OCT DEC
SEPTEMBER (+10.7K)
OCTOBER (+16.5K)
NOVEMBER (+21.4K)
DECEMBER (+29.6K)
PEAK DAYS FOR ADDING FACEBOOK FAN LIKES IN 2012:
1/28/12 (+3,309)
1/22/12 (+3,287)

59. BLACK VEIL BRIDES
LEGION OF THE BLACK
MILYONI PREMIERE
AUDIENCE REACH

60. BLACK VEIL BRIDES
LEGION OF THE BLACK
MILYONI PREMIERE
RESULTS

61. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
TWITTER
• Most active on this battle January 3rd (22K mentions)
and January 4th (16K mentions)
• 47K mentions and 242M estimated Twitter
impressions
• 46% of the mentions were re-tweets
• The most re-tweeted comment was
―@AngelHaze you have an adams apple
tho!!!...‖ by @Azealiabanks (688 times)
• Angel Haze’s most re-tweeted comment was
―Bitch, what advance… you’re signed to
interscope…‖ (424 times)
• The most popular hashtags were
• #Soundcloud (452 mentions)
• #angelhaze (329 mentions)
• #notjusttweets (202 mentions)

62. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
RESULTS

63. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
RESULTS

64. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
RESULTS

65. KID CUDI
KID CUDI ANNOUNCES INDICUD
ALBUM RELEASE DATE ON TWITTER 2/12/13
RESULTS
• 47.2K mentions and 24.9M
impressions
• 74% of the mentions are re-
tweets
• Cudi’s post was
retweeted 16.7K times
within 13 hours of the
post

66. KID CUDI
KID CUDI ANNOUNCES INDICUD
ALBUM RELEASE DATE ON TWITTER 2/12/13
RESULTS

67. AVICII
AVICII x YOU COLLABORATION
WHAT IT IS
• PEOPLE AROUND THE WORLD (+18) HAVE TO
CHANCE TO COLLABORATE WITH AVICII
• THE PROJECT IS SEPARATED INTO 5 PARTS
(MELODY, BASSLINE, BEAT & RHYTHM, BREAK &
EFFECTS) AND EACH PART HAS THREE PHASES
(SUBMISSION, VOTING, FINAL MIX BY AVICII)
• THE GOAL IS TO CREATE A HIT SINGLE OUT OF
THE WORLD’S LARGEST MUSIC COLLABORATION

68. AVICII
AVICII x YOU COLLABORATION
IF YOU WIN
• THE SONG WILL BE RELEASED AS A GLOBAL DIGITAL
RELEASE THROUGH UNIVERSAL MUSIC GROUP ON 2/26/13
• ALL CREATIVE ROYALTIES FROM THE FINAL TRACK WILL BE
DONATED TO THE CHARITY FOUNDATION “HOUSE FOR
HUNGER” (FOUNDED IN 2011 BY AVICII AND ASH POURNOURI
TO HELP BATTLE HUNGER WORLDWIDE)

69. AVICII
AVICII x YOU COLLABORATION
RESULTS

70. AUSTIN MAHONE
TWITTER CHATS
• TOTAL TWITTER FOLLOWERS: 1,386,768
(12/7/12)
• 80% FEMALE AND 20% MALE
• NEW FOLLOWERS: 89,450 (LAST 30 DAYS)
• TOTAL NUMBER OF RETWEETS: 161,890
(LAST 7 DAYS)
• NUMBER OF IMPRESSIONS FROM CHATS:
• TWITTER CHAT #1: 77.1 MILLION (10/30)
• TWITTER CHAT #2: 73.4 MILLION (11/8)
• TWITTER CHAT #3: 72.1 MILLION (11/15)
• TOTAL IMPRESSIONS: 222.6 MILLION
• NUMBER OF TWEET MENTIONS DURING
EACH CHAT: 73,408

71. THANK YOU!
THEDA SANDIFORD
EMAIL:
THEDA.SANDIFORD@UMUSIC.COM
TWITTER:
@ BONDGYRL
REPUBLIC RECORDS TWITTER:
@REPUBICRECORDS