Topspin's Marketing With Data Presentation at Midem
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1. The document discusses how artists can leverage data to improve their marketing strategies directly to fans online. It emphasizes setting goals, testing different offers, and analyzing metrics to engage fans and drive revenue. 2. Various channels for acquiring fans and driving traffic are analyzed, including emails, websites, social media, and search. Conversion rates across different channels are provided to help project demand and ROI. 3. An iterative process is recommended where artists continuously test, measure performance, and optimize their approaches based on data insights to better engage and monetize their fanbase over time.
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Topspin's Marketing With Data Presentation at Midem
- 6. Think in terms of a Funnel
- 8. 1. Set Direct to Fan Data Goals REACH My widget on 100+ sites this year 50,000 unique visitors this month ENGAGEMENT Single played 10,000 times on the web Fans to share my video 2,500 times ACQUISITION 5,000 email addresses by January Sell out the Mercury Lounge in NYC (capacity 250) MONETIZATION Make $60,000 from a series of DTF offers Average fan revenue is $50 per year across all offers
- 10. Impact of Physical Goods in Offers *Source: Topspin direct to fan campaigns
- 12. Plot and Serve Your Demand Curve
- 14. Google Analytics – Required
- 17. Compare Funnel Conversions Source: Topspin Live Artist Example
- 22. Social Network Data Platforms Analyze social network metrics and engage fans periodically with new media and posts
- 23. Third Party Metrics Providers
- 27. Landing Pages
- 30. Metrics for the New Music Business MEASURE EXAMPLES Play to Purchase Ratio Byrne and Eno: 20% Fans Acquired per 1000 Viral impressions Fanfarlo: 49/1000 Fans Acquired per 1000 Paid impressions Average: 0.7/1000 Dispersion David Byrne: 160 sites Fanfarlo: 248 sites Shares to Sales Ratio Fanfarlo: 1.1
- 34. Thank you.
Editor's Notes
- Mercury = 275, Bowery = 575
- * Important point. No longer about broadcasting to millions of people across a few channels. It’s now about getting your heads
- --Era of collaboration requires assigning different channels unique codes to track how those channels perform
- --you can’t embed Google Analytics on the Social Networks but you can use their analytics --Use content to get into the data feed of fans