The document outlines an organization's social media marketing strategy, which focuses on community engagement, content creation, and influencer partnerships across various platforms like Facebook, Twitter, Instagram, and YouTube. It emphasizes the importance of peer-to-peer word of mouth marketing and discusses key digital trends like the rise of mobile usage and niche networks. Examples are provided of music festivals and artists that saw success through this social media approach.

2. WE BELIEVE THAT POSITIVE PEER-TO-PEER
WORD OF MOUTH IS THE MOST POWERFUL
FORM OF MARKETING
Facebook
Pintrest
YouTube
Mailers
Instagram
MY COMPANY
Twitter
FACEBOOK
•Facebook Posting
•Apps
•Infographics
E-MAIL
•Email collection
•Newsletter
creation
TWITTER
•Post updates
•Engage with TV networks and fans
•Community Interaction
INSTAGRAM
•Content Posting
•User generated content
WEBSITES + BLOGGERSPHERE
• Update website
• Blogger Outreach
VIMEO & YOUTUBE
•Optimise Channels
•Upload Content
•Engage with community
GOOGLE+
• Content Posting
• Improve SEO

3. OUR APPROACH
Community
Engagement
Development
& Content
Advocacy
Partnerships
Collaborative and structured approach to platform and fan
management and content planning
Website, Emails, Social Apps, Competitions, Video, Audio,
Photos, Design, Mobile Apps and Digital Tool-kits
Creation of celebrity collaborations, fan advocate and blogger
engagement programmes to spread positive word of mouth
Delivering partnerships with aligned brands to promote
creative projects, drive reach, engagement and revenue
Social Advertising
Cost-effective paid-for media to enhance the earned-media on
Facebook, Twitter, YouTube and other channels
Listening, Analytics
& Reporting
Utilise fan data, social listening tools and analytics to track
conversations and key influencers. Produce reports and act.

4. NEW DIGITAL LANDSCAPE
The new digital era has changed
relationships between talent, media
gatekeepers and fans.
For the first time, artists can now ‘own’ a
direct relationship with their fans

6. OUR MUSIC CLIENTS

9. Brand new UK electronic music festival launched by United in 2013
SOLD OUT in year 1. Doubled in size for 2014
WE ARE FSTVL
image
Grown from zero to 150K+ Facebook fans & 20K+ Twitter in 18 months
Brand new UK EDM festival launched by United in 2013
SOLD OUT in year 1.
Won 'Best New Festival' at UK Festival Awards 2013
Doubled in size for 2014
Grown from zero to 100K + Facebook fans in a year.
Won 'Best New Festival' at UK Festival Awards 2013

13. The power of digital

14. KEY DIGITAL TRENDS
1. Real-time marketing works for some brands
2. The importance of influencers
3. Mobile is everything
4. Facebook is a paid-for platform
5. Niche networks
6. Social and SEO are aligning

15. REAL-TIME MARKETING CAN WORK
8.14pm 8.48pm
7k shares
21K likes
14K re-tweets
Huge publicity
When brands do this correctly, they can capture key
moments in cultural history…and take ownership of them.

16. BUT ONLY WHEN APPROPRIATE
Newsjacking principles:
1. Don’t hijack, ride the wave.
2. Live and breathe culture.
3. Define your brand’s cultural DNA.
4. Find out where your brand’s DNA
and your audience’s overlap.
Further reading: ‘Newjacking’ – Jon Burkhart
The Good The Bad

17. THE IMPORTANCE OF INFLUENCERS

18. KNOW YOUR SUPERFANS
• 1.8% of all users write more than 70% of wikipedia articles
• 0.003% of Digg users are responsible for 50% of homepage stories 5% of
• 5% of Twitter users account for 75% of activity
• 80% of Tumblr posts come from 18% of users
• 70% of Pinterest pins come 9% of users
The 90-9-1 rule is evident in almost every community...

19. MOBILE IS EVERYTHING

20. MOBILE IS EVERYTHING
“4 out of 5 web users will
be via a mobile device in
2014.”

21. FACEBOOK IS A PAID PLATFORM

22. REACH HAS DECLINED

23. NICHE NETWORKS ON THE RISE

24. SOCIAL IS DIVERSIFYING
There is pretty much a social network for every niche
within culture and society.
While most people use Facebook as their default
social network, they are discovering smaller networks
relevant to their interests.
This is especially true of younger generations.

25. ABOVE AND BEYOND
United's longest serving client charting their rise as one of the
biggest EDM acts in the world
New campaign for Above & Beyond resulted in a #1 US iTunes
Dance Album for 'Acoustic’ last week
Concert film debuted on THUMP
Over 1M 'Acoustic 'video views
1.8M Facebook fans. Grown from 80K in 2010
United's longest
serving client charting
their rise as one of
the biggest EDM acts
in the world
United's longest serving
client charting their rise as
one of the biggest
electronic music acts in
the world
New campaign for
Above & Beyond
resulted in a #1 US
iTunes Dance Album
for 'Acoustic’ last
week
Concert film debuted
on THUMP
Madison Square Garden
concert sold out in 12
hours
Over 1M 'Acoustic
'video views
No money spent on
traditional advertising
1.8M Facebook fans.
Grown from 80K in
2010
2M Facebook fans. Grown
from 80K in 2010