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Rule 4081


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A companion slide show for the Rule 4081 holistic workshop directed specifically towards artist in their own navigation and development of an online marketing plan.

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Rule 4081

  1. 1. RULE 4081 (the artist way to online marketing) WALK OUT WITH A PLAN
  2. 2. Goals vs. Dreams <ul><li>Goals are bound by specificity and a timeline </li></ul><ul><li>Dreams are not. </li></ul><ul><li>Goals 1 month - 1 year </li></ul><ul><li>Dreams 1 year and beyond </li></ul>
  3. 3. Criteria for Success <ul><li>Fans </li></ul><ul><li>Relationships/partnerships </li></ul><ul><li>Opportunities </li></ul><ul><li>Music Sales </li></ul><ul><li>Gigs and Show Attendance </li></ul><ul><li>Press/Buzz </li></ul><ul><li>$ made per month/year </li></ul><ul><li>Endorsements </li></ul>
  4. 4. US THEM Connecting the Dots
  5. 5. US
  6. 6. #1 What is Marketing? <ul><li>Marketing is informed by your principles just </li></ul><ul><li>like your principles are a reflection of your art </li></ul><ul><li>and lifestyle. </li></ul><ul><ul><li>Principles effect your perspective. </li></ul></ul><ul><ul><li>They dictate who or how you target your fanbase and partners </li></ul></ul><ul><ul><li>How you engage your fans </li></ul></ul><ul><ul><li>Your branding and image </li></ul></ul>
  7. 7. #2 What is Marketing? <ul><li>Imagination driven by information </li></ul><ul><ul><li>Your audience may not be all what you imagine, so you must imagine differently based on research and stats. </li></ul></ul><ul><ul><li>Allow your art to lead you to unfamiliar or vulnerable territory. </li></ul></ul>
  8. 8. #3 What is Marketing? <ul><li>Authenticity </li></ul><ul><ul><li>People can smell bullsh*t through their screens. Do not ever patronize or impose upon people. Market on to others… </li></ul></ul><ul><li>Consistency </li></ul><ul><ul><li>Don’t disappear from people’s lives. Keep your word. </li></ul></ul><ul><li>Patience </li></ul><ul><ul><li>The matrix is real! Its not about how long but when is the right time. </li></ul></ul>
  9. 9. #4 What is Marketing? <ul><li>The process is more important than the outcome </li></ul><ul><ul><li>Process in fact defines outcome </li></ul></ul><ul><ul><li>HOW you do something will define what you do and where you end up. </li></ul></ul>
  10. 10. Four Goals of Marketing 1. Online Presence 2. Online Fanbase Development 3. Online Sales and Opportunity 4. Developing Online Press/Peer Relationships
  11. 11. Online Presence - Branding <ul><li>Brand yourself? An idea/concept? An inanimate object? Or story? </li></ul><ul><li>Consistent colors/logos/language/tone </li></ul><ul><li>Research similar bands, films and projects for ideas. </li></ul>
  12. 12. Websites: Breadcrumbs or a Pie A website comes in 2 types with 2 different objectives. A Breadcrumb or Portal site directs the viewer to experience the artist and his/her content found on different sites throughout the web. Each stop leads them further along a trail that always leads to the artist. A Pie or One-stop site keeps the viewer on one site to experience the artist.
  13. 13. Breadcrumb Websites (First stop on the trail) <ul><li>Cut to the chase! What do people want? </li></ul><ul><ul><li>To hear, download and buy your music </li></ul></ul><ul><ul><li>Watch your video or film trailer </li></ul></ul><ul><ul><li>Follow you on social media sites </li></ul></ul><ul><ul><li>The Vitals :Bio, Contact, Shows </li></ul></ul><ul><ul><li>Store </li></ul></ul><ul><ul><li>Optional Blog/News </li></ul></ul>A Breadcrumb site usually consists of one main page of links that lead elsewhere. It is a living and breathing business card. It introduces the fan to your presence and activity throughout social communities. A good breadcrumb site will share characteristics of a Loaf site in that a fan can receive the immediate gratification of hearing/buying music or watching a trailer before beginning to surf the trail. Every site a fan is lead to should possess the same branding and links to push the fan along. Pro: Simple to set up. Con: Will need to monitor stats across different sites
  14. 14. Pie or One-Stop Shops A Pie or one-stop site is more like a community. The objective is to keep the fan on one site for as long as possible. Again, Each site type shares aspects of the other. A pie site will still aave links to the artists presence on social networks but these links aren’t as prominent as placed on a breadcrumb site. Pro: Can attract endorsements when you can consolidate your fanbase on one site that is under your control. Con: Has to have professionally Designed featured and pages That interatct with fan in an interesting way.
  15. 15. Drag & Drop Crumbs and Pies There are a few free services that offer a drag and drop format of building a website. But I would like to focus on one the services provided by Reverbnation in offers a truck load of tools to develop your online presence and their site builder is know different. <ul><li>Some features: </li></ul><ul><li>Hot photoshop effects to enhance your plain or pro photos. </li></ul><ul><li>store, blog, music player, calendar stats across social media sites, buzz reports (any mention of you throughout the web), etc. </li></ul><ul><li>Musician friendly support! </li></ul><ul><li>Though directed towards musicians, filmmakers </li></ul><ul><li>can use their service as well. </li></ul><ul><li>*I advise that you look at the list of control panel </li></ul><ul><li>Videos to get a good overview of everything they offer. </li></ul>Bandzoogle is the same thing but for a price?????
  16. 16. To Blog or not to Blog <ul><li>Questions to ask yourself: </li></ul><ul><li>Can you dedicate the time to it everyday? </li></ul><ul><li>Do you have something interesting to blog about on a </li></ul><ul><li>regular basis? </li></ul><ul><li>Do you have the itch to research, write or post video, images, etc. </li></ul><ul><li>Do you have a fragile ego? It takes time to create a following. </li></ul><ul><li>Does it add or distract from the main art/project at hand? </li></ul>
  17. 17. If the answer is yes? * allows people to easily submit content to your blog potentially allowing it to self publish itself. *You can reblog other Tumblrs making it easy to publish on those lazy days. All 3 are free and easy to self-publish.
  18. 18. What is Social Media <ul><li>A real-time exchange of people and ideas around like-ideas, community, news and art. Legitimate conversation. A two way exchange! </li></ul><ul><li>Open source community! Communities are defined by the process of communicating and collaborating. </li></ul><ul><li>Social networks, blogs, collaboration sites </li></ul>
  19. 19. Making sense out of Social Media Madness MUSIC NETWORKS VIDEO/BROADCAST You don’t need to be on every site. Research and develop a plan then find the tools to execute it. Not every site serves your purpose. Appreciate their strengths and weakness; and your own.
  20. 20. White Label Social Networking Host and customize a social network for your project or subculture. Creates immediate loyalty and fan investment. Fan generated content. Fans can blog, share pics, videos, Become eachother’s friends and collaborate. This can also substitute for a pie site.
  21. 21. Widgets - Portable content and campaigns <ul><li>A widget is anything that can be embedded within a page of </li></ul><ul><li>HTML, i.e. a mini web page. A widget adds your own </li></ul><ul><li>rich content to a social network site. </li></ul><ul><li>Ex of a widgets you already know: A You Tube video! </li></ul><ul><li>Why use a widget? </li></ul><ul><li>Syndicate content/contests on other sites or blogs. </li></ul><ul><li>Connect and engage with fans on your social networking sites </li></ul><ul><li>with bite size content that lead them to your larger community! </li></ul>
  22. 22. Social Media - Which ones? <ul><li>Find sites you love and use. </li></ul><ul><li>Authentic use of social media based on your interests attracts fans. </li></ul><ul><li>Pick 3 sites for 3 reasons used in 3 different ways. Diversify your use of a site to keep it interesting. </li></ul>
  23. 23. How to get followed on Twitter <ul><li>Follow people! They will check out your page once to see if you in turn are worth following. </li></ul><ul><li>Fully customize your page and make your latest tweets interesting and easily understandable. </li></ul><ul><li>Reply directly to a tweet of the person you just followed. </li></ul><ul><li>Traditional Promotion: Put Twitter feed on site and at the bottom of all emails and email blasts. Holler your on twitter at shows! </li></ul>
  24. 24. <ul><li>Search for tweets that reflect your interests: music, film, storytelling, art etc. </li></ul><ul><li>Begin to follow and reply to people. </li></ul><ul><li>Use the Trending Feature to attract a broader range of followers. </li></ul>
  25. 25. Valuable Tweets <ul><li>No one cares about what you had for breakfast unless they are an true fan already. </li></ul><ul><li>Create value: Inside information, clever pointed opinions, valuable links around a topic, advice, advocacy, reviews, playlists etc. </li></ul><ul><li>Mobile vs. At Home Tweets </li></ul>
  27. 27. 1,000 True Fans? <ul><li>The True Fan </li></ul><ul><ul><li>Comes to all of your shows </li></ul></ul><ul><ul><li>Spends $60-$150 / yr. </li></ul></ul><ul><ul><li>Proactively spreads the word </li></ul></ul><ul><li>The Active Fan </li></ul><ul><ul><li>Attends atleast a couple of shows a year </li></ul></ul><ul><ul><li>Spends $20-$60 / yr. </li></ul></ul><ul><ul><li>Will spread the word in conversation </li></ul></ul><ul><li>The Passive Fan </li></ul><ul><ul><li>Might come to one show </li></ul></ul><ul><ul><li>Buys a download and spends $2 - $20 /yr </li></ul></ul><ul><li>The Potential Fan </li></ul><ul><ul><li>Downloads free music/Streams music or videos </li></ul></ul><ul><ul><li>Hasn’t made their mind up yet </li></ul></ul>
  28. 28. The Totality of a Fan As you come to understand your base. Fans are complex and complete people. You may be a musician but your fans may be avid readers or sports fans. Are they a fan of you or that particular song. Discover what interests your fans outside of the arts then try to meet them there.
  29. 29. Niche Marketing What is unique about you? Your performance, ideas, politics? Who does your song/film speak to within a different context? Ex. A song about loss could be about love or about breast cancer or war.
  30. 30. Moving Up The Fan Ladder Be prolific and create a culture of incentives and rewards for fans to create content and contribute to your community. Get True and Active fans to engage Passive and Potential fans. Once they download your free mp3 or gift then what? Suggest a next step to further involve them. Another breadcrumb method.
  31. 31. CHA-CHING! Online Distribution *ok, stupid pic :D But you get the point
  32. 32. The Sacrificial Lamb <ul><li>Online Music Sales are becoming just that; </li></ul><ul><li>a sacrificial lamb! </li></ul><ul><li>Music is the artist’s virtual currency! </li></ul><ul><li>Trade it, share it, collaborate with others. </li></ul><ul><li>Don’t be scared to give it away… </li></ul><ul><li>OFTEN! </li></ul><ul><li>But how do I make $$ you wonder?… </li></ul>
  33. 33. How do artists make their money and build their career otherwise? <ul><li>Merchandise </li></ul><ul><li>More lucrative than CDs and digital downloads </li></ul><ul><li>Gigs </li></ul><ul><li>Real-life engagements seals the deal with active & true fans </li></ul><ul><li>At show music sales </li></ul><ul><li>This is where you will truly sell those boxes of CDs you have in the </li></ul><ul><li>closet. </li></ul><ul><li>Publishing/Licensing </li></ul><ul><li>Publishing is the golden goose! But publishing opportunities come </li></ul><ul><li>from free and open exposure and either a good agent or some </li></ul><ul><li>serious networking; but that’s another workshop </li></ul>
  34. 34. Digital Distribution The Usual Suspects All 3 can or even should be a staple but some $$ facts.You can only pick one to distribute you to the above outlets. CD Baby: $35 per single or album Reverbnation: $34.95 Tunecore: 9.99 per single distributed to all online stores. Albums on the other hand are .99 cents per track and .99 per store. There is also a 19.98 yearly storage fee. May seem complicated but allows for a lot more flexibility depending on album size.
  35. 35. Independent and Innovative Online Music Sales <ul><li>Clean design (no ads, just you) </li></ul><ul><li>Fan can set price of download </li></ul><ul><li>Can offer free downloads and collect emails </li></ul><ul><li>Cover art </li></ul><ul><li>Seamless navigation through discography </li></ul><ul><li>Space for other info (bio, contact, links) </li></ul><ul><li>Music is priced based on a ladder system of popularity. </li></ul><ul><li>The more popular the more expensive. Potential to get more than standard .99 per single. </li></ul><ul><li>Fan finds music based on popularity (more expensive) or price (new music). </li></ul><ul><li>Fans can search based on their tastes on </li></ul>
  36. 36. Online Film Distribution <ul><li>Self-distribution: Send in master once and they replicate and ship out to fans upon demand. </li></ul><ul><li>*Create Space also makes your movie downloadable via </li></ul>*
  37. 37. Online Film Marketing Case Study <ul><li>Released entire film on Youtube </li></ul><ul><li>In 10 minute increments </li></ul><ul><li>Made a podcast following the ups </li></ul><ul><li>and downs of the filmmakers who </li></ul><ul><li>were also a couple. </li></ul><ul><li>Did theatrical screenings based on </li></ul><ul><li>request. 6 screenings a week! </li></ul>
  38. 38. Bloggers <ul><li>Bloggers aren’t #1 anymore. </li></ul><ul><li>But #2 still makes them important. </li></ul><ul><li>Bloggers read and support one </li></ul><ul><li>another making it easy to spread </li></ul><ul><li>word of mouth about your music/film/project. </li></ul><ul><li>Once you’ve convinced 3 bloggers about </li></ul><ul><li>your project you can generate instant </li></ul><ul><li>momentum with the others. </li></ul>
  39. 39. Finding and building relationships with Bloggers <ul><li>Find one blog you like and follow their Blogroll to more of like mind. </li></ul><ul><li>Comment regularly on select blogs. Comment about the post, not your band! Give them opinions and references to music, politics or art they may have not heard of. </li></ul><ul><li>Don’t just target strictly music or film blogs but blogs of like mind and politics. </li></ul><ul><li>Some blogs have drop boxes. Others are open to you to write directly to them. But again start a relationship based on contributing to their blog not promoting your music. </li></ul>
  40. 40. Building Relationships with other Movements <ul><li>Ally your music with political, social, charitable </li></ul><ul><li>organization or movement that moves you. </li></ul><ul><li>Reach an audience that has an affinity with the </li></ul><ul><li>message of your work. This translates into a </li></ul><ul><li>passionate audience. </li></ul><ul><li>Organizations would appreciate the free music </li></ul><ul><li>and rallying cry that comes with it. </li></ul>
  41. 41. STATS For Sites/Blogs Information for Imagination Sends buzz reports to your email based on keyword searches 1.Top Content 2.Geographic Data 3.Navigation Summary 4. Referring Site 5. Visitor Loyalty and Contribution
  42. 42. Most Social Media Sites have Stats <ul><li>Facebook Insights </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>You Tube Insights </li></ul><ul><li> </li></ul>
  43. 43. Building Strategy <ul><li>Develop a tier system of goals and success points for the single. Develop strategy around those goals. </li></ul><ul><li>Pick a breadcrumb! This is the age of singles (period). Don’t wait until the album is done. One work of art will make way for the others. </li></ul><ul><li>Survey what should be the breadcrumb, don’t guess. </li></ul>
  44. 44. Building Strategy <ul><li>4. Develop imagery for the song and band. Stay consistent. </li></ul><ul><li>5. Define your initial fanbase then step out of the obvious fan box. </li></ul><ul><li>6. Decide what social media, blogs, distribution sites make sense for you and each project. </li></ul><ul><li>7. Develop incentives, drives, and community development using these social media tools. </li></ul>
  45. 45. BREADCRUMB STRATEGY Make Bread from a Crumb Everything is a tool to build something for somebody! Create micro-cultures from 1 song, epk, video Keep it bite-size and easily explainable for word of mouth to work All crumbs lead back home!
  46. 46. Building Strategy <ul><li>Use your f*cking imagination!!! </li></ul>
  47. 47. Pace Your strategy Which idea of the million of ideas we artist have is do able based on time, ability and readiness. Start small so that you can clearly see your mistakes and success. Each strategy or idea builds on the mistakes and success Of the previous one. Your ducks don’t need to be in a row necessarily. Distinguish between readiness and procrastination.
  49. 49. Management <ul><li>Artist Management? </li></ul><ul><li>What kind of artist you are dictates how things get done and </li></ul><ul><li>by whom? Be honest with yourself. Are you going to do the work </li></ul><ul><li>or get a fricken intern. </li></ul><ul><li>Time Management </li></ul><ul><li>You have plenty of it. The illusion of no time is just that an illusion. </li></ul><ul><li>Online Management </li></ul><ul><li>Organize your online tools so that they streamline the work. </li></ul>
  50. 50. Time Management <ul><li>1. You must designate at minimum 2-4 hours a day. </li></ul><ul><li>If you can do more or less fine, but stick to the time you give to it. </li></ul><ul><li>STICK TO YOUR PLAN! </li></ul><ul><li>2. Less people go online during the weekends, </li></ul><ul><li>so relax. </li></ul><ul><li>3. Itemize and specify how long each task will take in order to </li></ul><ul><li>combat the feeling of it being a daunting or tedious process. </li></ul><ul><li>4. Diversify your tasks each day. Don’t get in a </li></ul><ul><li>rut of doing the same thing everyday. </li></ul>
  51. 51. Online Management <ul><li>Keep up with your music blogs and news feeds </li></ul><ul><li>in one place with Google Reader. </li></ul><ul><li>You can visit each site individually or consolidate your </li></ul><ul><li>interaction with social media sites with tools like </li></ul><ul><li>*, or </li></ul>* I use it.
  52. 52. DESKTOP ALTAR A desktop altar does not prescribe or compete with any faith. It is simply a visualization board or visual reminder of what to focus on. I have used many of these to manifest or to bring fruition my goals and ambitions. This of course is optional.
  53. 53. Bring Rule 4081 Workshop to your artist community Online Course Registration Contact Hanfiah Walidah:
  54. 54. RULE 4081 ELSEWHERE ONLINE Search for: Rule 4081 on Facebook