Facebook Project
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For this project in Internet Marketing, we analyzed two band profiles and then created a new profile for a band.
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Facebook Project
- 1. Internet Mktg 469 Assignment #4 Facebook Thomas Breslin Alex Petralia
- 2. Alt-J Facebook Fan Page • Keywords- Alt-J, Band, Facebook fan page. •URL- https://www.facebook.com/altJ.ban d •Audience- Young adults generally in their 20-30’s. Even mix between males and females. They use social media daily and are comfortable using different social media platforms. •Strategy- Create brand awareness, sell cd’s and brand merchandise, direct people to their website.
- 3. • Tactics-Photos and videos, featured fan, reinforces their website. • Content- Variety, exclusives to share with friends, tour updates. • Frequency- At least one post per 2 days. • Differences between Pages- timely posting and marketing. Exclusive content not on the album. 220 Shares 1,039 Likes
- 4. • Keywords: “Guided By Voices” + “Facebook” New album cover photo, with clean logo as default. • Audience: GBV fans, first time listeners Guided By Voices (through word of mouth) Communication & Selling: • Largest group:25-34 • 3 New LPs this year, new song reviews, years old new music videos, solo music of • Largest city: members, tour dates Los Angeles
- 5. POSTS Highlighted Posts for significant news Interesting Links & Great Pictures • Cluttered Posts on random days • Spreading out the posts at peak hours would help engagement • Alt J does this very well, GBV doesn’t. • GBV is run by the band, who are extremely busy independent artists
- 6. The Nerves URL- https://www.facebook.com/thenervesla Name of the page- The Nerves Design- Colorful, utilizes videos, bio is informative of the history of the band. Audience- Males from their early 20’s to 50’s who listen to alternative rock music.
- 7. STRATEGIES: Communication & Selling • Connect with old fans & new fans of The Nerves • Provide rare content, interviews, covers, news (of members current projects • Promote sales of LPs and EPs TACTICS: • Videos • Interviews, music, covers • Links • Sales of available merch/memorabilia • Tagging • Taking advantage of bigger associated names • i.e. Blondie, Ramones, Audacity
Editor's Notes
- The keywords used to find this Facebook page were Alt-J, Band, and Facebook fan page. The URL for this page is https://www.facebook.com/altJ.band . The reason this band page was chosen was because of how they stood out from other band pages. We visited a few other fan pages such as Local Natives, Everything Everything, and the Jonas Brothers but they lacked creativity in the images they used. This page stood out from the other pages through their use of powerful images which are included everywhere above the fold. Another unique feature which made this Facebook page more attractive was the fact that in most posts they include images and these images are immediately uploaded into their photo section of the profile. The effect of this is the customization of their profile above the fold and allows the page to look different based on what recent pictures have been uploaded. The audience for this Facebook page is primarily made up of young adults. While the band has a large group of American followers it is very noticeable that the majority of their followers are located in Europe. Their audience consists of an even mix between males and females. The majority of their followers are social media savvy and are comfortable using different modes of social media interaction. Their audience has discretionary income and time which is why the interactivity of their Facebook page can be successful in appealing to their audience. The strategy they incorporated on their Facebook page was to use relevant posts to gain their brand awareness. A large amount of their posts were designated to keep fans up to date what is going on in the daily lives of the band. Something which they incorporated very well into their Facebook band page was to give updates using pictures of where they are at on their tour. This is something to keep users involved so that whether they have recently gone to a show, plan on going to a show, or just want to check out the band they can go to their Facebook page and get daily updates. The way this band makes money is through ticket, cd, and apparel sales. They do not overload viewers with reminders to buy their cd, but they are able to incorporate cd, tour, and apparel information into their posts without overloading their fans. The example of this is in the picture in the right bottom corner, their post was simple to announce their apparel line but the post has the click through option for fans who want to purchase this apparel.
- D. The tactics they used on their Facebook page were the use of colorful photos, exclusive videos, the featured fan or fan who stands out the most, and direct fans to their website. They are able to provide colorful photos to display on their Facebook page in which some of their photos like the one above relate to their band logo while other photos are of them touring. They are effective at embedding videos of their music onto their band page and one way in which they increase the views and shares of these videos is how they release a variety of exclusive tracks or studio versions. This is an effective way to reach their audience because most of their fans have likely heard the album version of their music and by using Facebook they cross promote their album by releasing unique new content. E. The quality of the posts range on how many times they post on a given day. If they post multiple times in a day, some may be irrelevant and short; however, the majority of their posts are engaging and are often linked to outside content not on Facebook. This has pro and cons because while they are able to promote with other companies and expand their distribution stream, they can also isolate fans who do not wish to leave Facebook or click on unverified links. F. They post frequently which could be directly linked to the fact that they are currently on tour. While they are on tour they have a multiplicity of topics which they can engage their fans and they take advantage of their experiences while touring. It would be interesting to see how often this band would post if they were in the process of creating a new cd or were on a break from touring. Their frequent posts are effective because it gets their followers to come back to their page often to get the latest scoop. It is noticeable that the band has a following of fans who comment and post on the band page frequently and these individuals serve as the gate keepers to share exciting stories and engage new fans. G. The major differences between the two pages were how often they posted and the frequency they attempt to market their brand. Guided Voices have a more die hard following that resonates on their Facebook page; however, Alt-J ties in their marking more strongly within their page and actively tries to promote their fans.
- What keywords you used & URLs of the 2 Facebook Pages, screen shots of above-the-fold on the TimelineGuided By Voices – simple search “Guided By Voices + Facebook”, knew what band I wanted, and it popped up as the first link.However, there is a fan page – with the exception of 10,000 less fans and far less people “talking about it”Above the fold screen shot –A shot of the new LP out in November “Bears for Lunch”Focus is mainly on the odd looking Native American man starring wide-eyed directly at the user.Eerie, but captivatingAudience. DescribeAudience obviously consists of Guided By Voices fans, plus those who are visiting the page for the first time through word of mouth, or any other recommended source.According to their statistical analysis, the largest age group is 25-34 years old w/ Los Angeles being the Most Popular city.Facebook strategy(s) used and note if effective. Be sure to answer the question “why is this person/company communicating on Facebook?” I.e. what is in it for them – support of product sales? How does it tie to revenue, etc. Communication & Selling:They have recently reunited, releasing 3 LPs this year. Their communication is to share tour dates, release dates, pre-orders, reissued vintage shirt designs (from the 90s), and even solo music by certain band members. All posts have a great percentage of likes to the # of people who liked the page. Interaction is immediate and effectiveThey are efficient with the proper links to take you straight to the store, complete with speedy and feasible payment/checkout.
- Facebook tactics used and note if effective or not. Describe.With communication, they provide interesting links. i.e. their recently established Instagram page, complete with the logo in the lens of the camera.They use the tour dates app, easing the users experience in discovering when they are playing their vicinity. They highlight proper sections of their timelinei.e. Rolling Stones’ recent review of their new track “She Lives in an Airport”They use high quality pictures of their re-released shirts and album art, with sensible picture stylei.e. models wearing the shirtsPosts – comment on the quality, content & engagement of postsIt seems like they don’t even ask for much engagement, but nevertheless receive a great deal of it.I believe they could up their engagement and likes if they posted at more appropriate times (peak hours).The page is run by the band, who are probably not the most knowledgeable marketers.What is the frequency of the posting? Effective or not and why?They have good posts, however, they clutter them all into one day instead of spreading them out at peak hours of the day throughout the most interactive days of the week (Monday – Thursday).This is ineffective and makes it difficult for fans to check the page regularlyAnalyze the differences in the 2 Pages Alt J definitely has a wiser sense of timing the posts and spreading them out.Guided by voices might have a more dedicated cult following, but they are not fully taking advantage of it through their marketing efforts.
- The URL we chose was https://www.facebook.com/thenervesla. We chose this URL because it includes the bands name as well as includes the location of the where the band is most prominent. Because of how we interrelated the name of the band and their location, it should be easier for people searching for this band to find them. Our goal with this name is that if someone wanted to find a page for this band we would have been able to include enough information to have our page come up often when searching on Facebook. The name of the page is The Nerves. What we wanted to do was have the name directly relate to the band. Since the band lacks on online presence, we felt that through incorporating the band name as the main name of the page we would build a better reputation with fans. We included a detailed bio which includes information about the conception of the band and when they started. This builds a rapport with the fans and delivers better credibility because of how our fan page actually knows what is going on with this band. The design of the page is colorful. Because of how many of the pictures we posted as well as the main bio picture which are colored in red. What we sought to do was grab the attention of anyone who visits the page. Another key concept in the design was the incorporation of videos onto the page. This allows fans to use Facebook as their media player and play music straight onto their pc while browsing. The bio is very informative it is key to our band page because of how we want people to follow our page but they have to trust it to like it. By demonstrating our knowledge of the band we are able to better facilitate a relationship with fans who visit the page. The audience of our Facebook page are males who listen to alternative rock music. These are individuals in their 20-50’s who listen to classic rock and alternative rock on the radio. The audience of the page has already established familiarity with the band and is seeking a more diversified view of their album works. What we sought to do to connect with this audience was posting covers of songs done by this band to help them hear different variations of the music this band has released.
- What Facebook strategy(s) you’re using and whyCommunication – We are reaching out to the cult group of people who adore this band. There are many people who have are just hearing about The Nerves for the first time, due to the garage rock revival and the endless Nerves covers that are taking place throughout many bigger garage rock concerts and events.Selling – We are promoting the sale of the recent re-release of the classic EP, extended into a full length with many previously unreleased tracks and various rarities.Implement 2 Facebook tactics and describe why (one of these should be a unique tab)Although Facebook apps work very well for many Facebook pages, we believed that a lot of the Nerves fanbase are not entirely technology based as many other consumers in various markets. Many of them are fans from the 70s, musicians or music lovers who may use the basic minimum to discover new music.However, we have included:VideosSongs- featured their most popular song that was blown to success in the 80s by the band, Blondie.A bitter conflict for many Nerves fans in hopes of promoting discussionInterviews w/current members – regarding the Nerves, the hit song, and their current state of music.Covers – hip, modern garage rock band covering a Nerves’ song. Engaging the new hipsters to revive the success of this classic band.LinksLP – An ebay link to promote the sale of their recent reissue.TaggingProperly tagging members of the Nerves (with their current solo music pages)Tagging and mentioning bigger bands The Ramones (who they toured with)Audacity (current hip garage rock band) Make at least 2 posts to your Wall – like in all previous assignments, these need to be high quality content focused on your industry, interesting, etc. The best posts will engage readers and entice them to respond or interact in some way. Be sure to provide rationale for the posts.We made a variety of posts“Hanging on the Telephone”Posted their most popular song and enticed discussion regarding Blondie’s explosive success with their cover of it.Cover song of current band, AudacityWidening the net for modern garage kids who may have never heard of The NervesAlso provoking conversation of other Nerves covers (there have been dozens of “Hanging on The Telephone” alone)Ebay link to the re-released LPPromoting the sale of The Nerves’ existing memorabilia