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Rynda Laurel, 1968media Fan-to-Fan Marketing, MIDEM Academy 2013

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Rynda Laurel
Rynda Laurel

Rynda Laurel, 1968media Fan-to_Fan Marketing, MIDEM Academy 2013. THANK YOU TO MIDEM. FOR MIDEM MORE ACADEMY: http://www.midem.com/en/explore-the-library/midem-academy

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midemacademy 2013 Marketing module Fan-to-Fan Marketing for Artists& Brands Rynda Laurel, Founder, CEO 1968media (USA) www.atrynda.com
Table of Contents • About Me • Introduction • Direct-to-Fan vs Fan-to-Fan • Reaction vs Engagement • Demographics vs Psychographics • Using Multiple Platforms • Expanding the Fan Circle • Tech A&R : Using New Platforms • Strategy List • Case study: #LittlePartiesForDulli • Case study: Imagine Oceania
Rynda Laurel, Founder, CEO 1968media Rynda Laurel has an extensive background in the music business, stemming from her early days working in A&R, artist management and music supervision, followed by an evolutionary transition into digital – specifically in the areas of social media, digital marketing and brand development. Your photo here Today, with her company 1968media, she is focused on working with established artists like The Smashing Pumpkins, Chuck D/Public Enemy and Greg Dulli/The Afghan Whigs. She also consults for music-based startups, facilitates innovative and creative partnerships and sits on the advisory boards for a number of charitable organizations including Sweet Relief. Because of her expertise in these different areas, you can find her speaking or presenting at local and international conferences on a variety of subjects. 1968media: Digital Management, Business Development for Musicians, Lifestyle Brands and Music Startups. www.atrynda.com CONTACT: Rynda@1968media.com midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Marketing vs. Awareness My personal opinion on marketing. I view it as authentic engagement and awareness. I do not “market” to fans, I work with existing communities to channel their love, creativity and willingness to help into a cohesive plan to create more awareness for the artist. It is a symbiotic relationship. Fans, Superfans and Brand Evangelists are not just numbers or something to be used, they are to be honored and respected for their dedication. midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Direct-to-Fan vs Fan-to-Fan THE FAN TO FAN MODEL FOCUSES ON THE RELATIONSHIP AND ENGAGEMENT WITH THE SUPERFANS / FANS WHICH IN TURN CREATES AWARENESS FOR THE CASUAL AND NEW FANS. Artist/Brand Artist/Brand New Fans Super Fans Fans Casual Fans Fans midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Reaction vs. Action (engage yourcommunity) THE GOAL IS TURNING REACTION INTO ACTION AND ENGAGEMENT. REACTION: ACTION: REACTION RELATES TO PASSIVE ACTION RELATES TO ACTIVE ACTION ON THE PART OF THE PARTICIPATION AND FAN. ENGAGEMENT ON THE PART OF THE FAN. LIKES COMMENTS FAVORITING SHARES + RETWEETS + CALL TO ACTION WITH RESPONSE : ENGAGEMENT. midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Demographicsvs. Psychographics (know yourcommunity) IT IS IMPORTANT TO UNDERSTAND PSYCHOGRPAHICS IN FAN-TO-FAN ENGAGEMENT. DEMOGRAPHICS ARE ONLY HALF OF THE STORY. A FANBASE CAN RANGE DRASTICALLY AFFECTING ONLINE BEHAVIORS, RESPONSE TO CONTENT, ACTION AND ENGAGEMENT. DEMOGRAPHICS: PSYCHOGRAPHICS STATISTICAL CHARACTERISTICS THE STUDY OF OF A POPULATION. PERSONALITY, VALUES, ATTITUD ES, INTERESTS AND LIFESTYLES. Age and gender can influence online behavior, mobile device interaction These are the determining factors and definition of the fan community. Place can influence availability and popularity of a platform Know your community.
Expanding the Fan Circle BY ENGAGING SUPERFANS, ALL FANS ARE MORE LIKELY TO SEE NEW CONTENT AND IN TURN SHARE AND ENGAGE. WHEN FANS ENGAGE IT FILTERS OUT TO THEIR CIRCLES AND HAS THE POTENTIAL TO BRING IN NEW FANS. GOAL: New Fans EXPAND Casual Fans THE CIRCLE Fans Super Fans midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Tech A&R: Finding&Using New Platforms FINDING A NEW PLATFORM OR APPLICATION IS LIKE THE QUEST FOR THE NEXT BIG ARTIST. TECH A&R? THE ROCKSTAR COMBO Tech A&R is a group of highly skilled -Points of Difference individuals who are consistently looking -User Experience for new and innovative online -Functionality applications and platforms. These first- -Understanding of the Landscape movers are apt to help developing -Positioning startups with overall user experience -Customer Service advice and guidance. -Innovative thinking -Solution oriented Fan-to-Fan marketers should always -Works well for the Artist be open to new technologies. midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Strategies Know and respect your community Socializing theSuperfan Broadening the circle Using multiple platforms Creating “eventness” Turn reaction into action and engagement Working with the psychographics of the community Take a chance with new technology and platforms Combining Communities midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
Case Studies
#littleparties4Dulli A fan-to-fan case study. Using: multiple platforms, new applications, socializing the superfans, and throwing an online Birthday Party. PROBLEM? Supefans talking amongst themselves with no larger social interaction. Superfans gathered yearly on their SOLUTION? PRIVATE MESSAGE BOARDS to Work with the fan’s natural instinct to celebrate the birthday of esteemed congregate and transform the process into artist Greg Dulli of The Afghan the social space where their activity creates Whigs, The Twilight Singers & The awareness on a broader scale.. Gutter Twins. It’s a party and you are all invited. #littleparties4Dulli #littleparites4Dulli #littleparties4dulli
Twitter Instagra m Spotify / Soundro p The Party Started on Facebook. Spotify / Soundrop, &Instagram and Twitter soon followed. Creating a cross platform party.
Soundrop is the perfect solution to the closed message boards. The fans could listen to Greg’s entire catalog while chatting among themselves. Fan activity fed back into their Facebook ticker and they posted about the room on other platforms. With the cross platform promotion the room soon added both casual and new fans. Spotify and Soundrop both participated in the party.
Multiple Platforms
The party generated higher engagement on all platforms, but most importantly it brought the Super Fans together online PUBLICLY so they could participate in their artists success Thank you to The Congregation Facebook Twitter Strategies: Socializing the Super Fan Broadening The Circle Google+/Tumblr Instagram Using New Applications Multiple Platforms Spotify / Soundrop Eventness
IMAGINE OCEANIA A fan-to-fan case study. Activating Fan Psychographics Integrating Content Across Multiple Platforms, Superfan Engagement PROBLEM? Billy Corgan wanted fans to hear the album – in its entirety 1 week before release. Presale stared 5 weeks before release. Based on the 13 songs on the SOLUTION? OCEANIA album, fans were Engage fans with the entire album by asked to create art in any form having them create art for ALL 13 and share it to any platform. songs, using song title only, creating Hashtags and multiple platforms a personal bond with the album. were used to create awareness Using cross platform integration to for an album that had never been expose content to missions. heard.
Website Integration CROSS PLATFORM WEBSITE INTEGRATION Instructions for INTEGRATION the campaign, links to Facebook the art, uploaded Twitter fan art and Facebook Instagram Pinterest live feed DeviantArt were incorporated Google + into the Jpgblog website, keeping content fresh and tools: Statigram active. PhotoPile Fans returned to Tweegram the site to see if Textgram their art had been
Facebook FACEBOOK WAS THE HUB OF INFORMATION. FAN ART FROM ACROSS THE WEB WAS POSTED IN ALBUMS, AND MADE INTO TIMELINE HEADERS. FAN INCREASE 2,600,000 2,400,000 2,200,000 1 2 3 4 5 6 7
INSTAGRAM PROOVED TO BE THE MOST Website Integration ACTIVE, LENDING ITSELF TO CREATIVITY HASHTAGS WERE INDESPENSIBLE. FAN PHOTOS (WITH CREDIT) WERE COPIED AND ADDED TO FACEBOOK, PINNED TO PINTEREST, AND TWEETED ABOUT.
TWITTER WAS USED BY FANS AND THE OFFICIAL SITE TO SHARE THEIR CONTENT. FANS POSTED USING HASHTAGS, SP TWITTER Twitter TWITTER FOLLOWERS 150,000 RETWEETED CONTENT, POSTED DAILY FAVORITES AND LINKS TO INSTAGRAM 100,000 PHOTOS, PINTEREST AND DEVIONTART. 50,000 0 1 2 3 4 5 6 7 PINTERESTWAS USEFUL FOR GETTING MULTIPLE PLATFORMS WORTH OF CONTENT INTO ONE PLACE.
DEVIANTART WAS A NATRUAL HUB FOR CREATIVE SMASHING PUMPKINS FANS. MANY CREATED ART FOR ALL 13 SONGS. ART WAS POSTED [WITH ARTIST CREDIT] TO FACEBOOK, TWITTER, PINTEREST. WHERE TO SEE IMAGINE OCEANIA ART: Facebook Album: http://bit.ly/SpIOArt DeviantArt: http://bit.ly/SpIODA Instagram (statigram) http://statigr.am/tag/spoceania Pinterest: https://pinterest.com/search/?q=SPOceania
JPG HOSTED THE ONLY CONTEST DURING IMAGINE OCEANIA. ALL OTHER FAN ART WAS CREATED AND SIMPLY SHARED AMONG NETWORKS. JPG BLOG IS A COMMUNITY OF ENGAGED PHOTOGAPHERS. SMASHING PUMPKINS FANS WERE ENCOURAGED TO JOIN AND ENTER THE PHOTO CONTEST. PHOTOGRPAHERS FROM JPG WHO HAD NOT EVEN HEARD OF THE BAND WERE CREATING CONTENT, EXPANDING THE CIRCLE.
Strategies Know and respect your community Socializing theSuperfan Broadening the circle Using multiple platforms Creating “eventness” Turn reaction into action and engagement Working with the psychographics of the community Take a chance with new technology and platforms Combining Communities CAN YOU THINK OF MORE? Email me at rynda@1968media.com midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
midemacademy 2013 THANK YOU Rynda Laurel, Founder, CEO 1968media (USA) www.atrynda.com

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Rynda Laurel, 1968media Fan-to-Fan Marketing, MIDEM Academy 2013

  • 1. midemacademy 2013 Marketing module Fan-to-Fan Marketing for Artists& Brands Rynda Laurel, Founder, CEO 1968media (USA) www.atrynda.com
  • 2. Table of Contents • About Me • Introduction • Direct-to-Fan vs Fan-to-Fan • Reaction vs Engagement • Demographics vs Psychographics • Using Multiple Platforms • Expanding the Fan Circle • Tech A&R : Using New Platforms • Strategy List • Case study: #LittlePartiesForDulli • Case study: Imagine Oceania
  • 3. Rynda Laurel, Founder, CEO 1968media Rynda Laurel has an extensive background in the music business, stemming from her early days working in A&R, artist management and music supervision, followed by an evolutionary transition into digital – specifically in the areas of social media, digital marketing and brand development. Your photo here Today, with her company 1968media, she is focused on working with established artists like The Smashing Pumpkins, Chuck D/Public Enemy and Greg Dulli/The Afghan Whigs. She also consults for music-based startups, facilitates innovative and creative partnerships and sits on the advisory boards for a number of charitable organizations including Sweet Relief. Because of her expertise in these different areas, you can find her speaking or presenting at local and international conferences on a variety of subjects. 1968media: Digital Management, Business Development for Musicians, Lifestyle Brands and Music Startups. www.atrynda.com CONTACT: Rynda@1968media.com midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 4. Marketing vs. Awareness My personal opinion on marketing. I view it as authentic engagement and awareness. I do not “market” to fans, I work with existing communities to channel their love, creativity and willingness to help into a cohesive plan to create more awareness for the artist. It is a symbiotic relationship. Fans, Superfans and Brand Evangelists are not just numbers or something to be used, they are to be honored and respected for their dedication. midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 5. Direct-to-Fan vs Fan-to-Fan THE FAN TO FAN MODEL FOCUSES ON THE RELATIONSHIP AND ENGAGEMENT WITH THE SUPERFANS / FANS WHICH IN TURN CREATES AWARENESS FOR THE CASUAL AND NEW FANS. Artist/Brand Artist/Brand New Fans Super Fans Fans Casual Fans Fans midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 6. Reaction vs. Action (engage yourcommunity) THE GOAL IS TURNING REACTION INTO ACTION AND ENGAGEMENT. REACTION: ACTION: REACTION RELATES TO PASSIVE ACTION RELATES TO ACTIVE ACTION ON THE PART OF THE PARTICIPATION AND FAN. ENGAGEMENT ON THE PART OF THE FAN. LIKES COMMENTS FAVORITING SHARES + RETWEETS + CALL TO ACTION WITH RESPONSE : ENGAGEMENT. midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 7. Demographicsvs. Psychographics (know yourcommunity) IT IS IMPORTANT TO UNDERSTAND PSYCHOGRPAHICS IN FAN-TO-FAN ENGAGEMENT. DEMOGRAPHICS ARE ONLY HALF OF THE STORY. A FANBASE CAN RANGE DRASTICALLY AFFECTING ONLINE BEHAVIORS, RESPONSE TO CONTENT, ACTION AND ENGAGEMENT. DEMOGRAPHICS: PSYCHOGRAPHICS STATISTICAL CHARACTERISTICS THE STUDY OF OF A POPULATION. PERSONALITY, VALUES, ATTITUD ES, INTERESTS AND LIFESTYLES. Age and gender can influence online behavior, mobile device interaction These are the determining factors and definition of the fan community. Place can influence availability and popularity of a platform Know your community.
  • 8. Expanding the Fan Circle BY ENGAGING SUPERFANS, ALL FANS ARE MORE LIKELY TO SEE NEW CONTENT AND IN TURN SHARE AND ENGAGE. WHEN FANS ENGAGE IT FILTERS OUT TO THEIR CIRCLES AND HAS THE POTENTIAL TO BRING IN NEW FANS. GOAL: New Fans EXPAND Casual Fans THE CIRCLE Fans Super Fans midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 9. Tech A&R: Finding&Using New Platforms FINDING A NEW PLATFORM OR APPLICATION IS LIKE THE QUEST FOR THE NEXT BIG ARTIST. TECH A&R? THE ROCKSTAR COMBO Tech A&R is a group of highly skilled -Points of Difference individuals who are consistently looking -User Experience for new and innovative online -Functionality applications and platforms. These first- -Understanding of the Landscape movers are apt to help developing -Positioning startups with overall user experience -Customer Service advice and guidance. -Innovative thinking -Solution oriented Fan-to-Fan marketers should always -Works well for the Artist be open to new technologies. midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 10. Strategies Know and respect your community Socializing theSuperfan Broadening the circle Using multiple platforms Creating “eventness” Turn reaction into action and engagement Working with the psychographics of the community Take a chance with new technology and platforms Combining Communities midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 12. #littleparties4Dulli A fan-to-fan case study. Using: multiple platforms, new applications, socializing the superfans, and throwing an online Birthday Party. PROBLEM? Supefans talking amongst themselves with no larger social interaction. Superfans gathered yearly on their SOLUTION? PRIVATE MESSAGE BOARDS to Work with the fan’s natural instinct to celebrate the birthday of esteemed congregate and transform the process into artist Greg Dulli of The Afghan the social space where their activity creates Whigs, The Twilight Singers & The awareness on a broader scale.. Gutter Twins. It’s a party and you are all invited. #littleparties4Dulli #littleparites4Dulli #littleparties4dulli
  • 13. Twitter Instagra m Spotify / Soundro p The Party Started on Facebook. Spotify / Soundrop, &Instagram and Twitter soon followed. Creating a cross platform party.
  • 14. Soundrop is the perfect solution to the closed message boards. The fans could listen to Greg’s entire catalog while chatting among themselves. Fan activity fed back into their Facebook ticker and they posted about the room on other platforms. With the cross platform promotion the room soon added both casual and new fans. Spotify and Soundrop both participated in the party.
  • 16. The party generated higher engagement on all platforms, but most importantly it brought the Super Fans together online PUBLICLY so they could participate in their artists success Thank you to The Congregation Facebook Twitter Strategies: Socializing the Super Fan Broadening The Circle Google+/Tumblr Instagram Using New Applications Multiple Platforms Spotify / Soundrop Eventness
  • 17. IMAGINE OCEANIA A fan-to-fan case study. Activating Fan Psychographics Integrating Content Across Multiple Platforms, Superfan Engagement PROBLEM? Billy Corgan wanted fans to hear the album – in its entirety 1 week before release. Presale stared 5 weeks before release. Based on the 13 songs on the SOLUTION? OCEANIA album, fans were Engage fans with the entire album by asked to create art in any form having them create art for ALL 13 and share it to any platform. songs, using song title only, creating Hashtags and multiple platforms a personal bond with the album. were used to create awareness Using cross platform integration to for an album that had never been expose content to missions. heard.
  • 18. Website Integration CROSS PLATFORM WEBSITE INTEGRATION Instructions for INTEGRATION the campaign, links to Facebook the art, uploaded Twitter fan art and Facebook Instagram Pinterest live feed DeviantArt were incorporated Google + into the Jpgblog website, keeping content fresh and tools: Statigram active. PhotoPile Fans returned to Tweegram the site to see if Textgram their art had been
  • 19. Facebook FACEBOOK WAS THE HUB OF INFORMATION. FAN ART FROM ACROSS THE WEB WAS POSTED IN ALBUMS, AND MADE INTO TIMELINE HEADERS. FAN INCREASE 2,600,000 2,400,000 2,200,000 1 2 3 4 5 6 7
  • 20. INSTAGRAM PROOVED TO BE THE MOST Website Integration ACTIVE, LENDING ITSELF TO CREATIVITY HASHTAGS WERE INDESPENSIBLE. FAN PHOTOS (WITH CREDIT) WERE COPIED AND ADDED TO FACEBOOK, PINNED TO PINTEREST, AND TWEETED ABOUT.
  • 21. TWITTER WAS USED BY FANS AND THE OFFICIAL SITE TO SHARE THEIR CONTENT. FANS POSTED USING HASHTAGS, SP TWITTER Twitter TWITTER FOLLOWERS 150,000 RETWEETED CONTENT, POSTED DAILY FAVORITES AND LINKS TO INSTAGRAM 100,000 PHOTOS, PINTEREST AND DEVIONTART. 50,000 0 1 2 3 4 5 6 7 PINTERESTWAS USEFUL FOR GETTING MULTIPLE PLATFORMS WORTH OF CONTENT INTO ONE PLACE.
  • 22. DEVIANTART WAS A NATRUAL HUB FOR CREATIVE SMASHING PUMPKINS FANS. MANY CREATED ART FOR ALL 13 SONGS. ART WAS POSTED [WITH ARTIST CREDIT] TO FACEBOOK, TWITTER, PINTEREST. WHERE TO SEE IMAGINE OCEANIA ART: Facebook Album: http://bit.ly/SpIOArt DeviantArt: http://bit.ly/SpIODA Instagram (statigram) http://statigr.am/tag/spoceania Pinterest: https://pinterest.com/search/?q=SPOceania
  • 23. JPG HOSTED THE ONLY CONTEST DURING IMAGINE OCEANIA. ALL OTHER FAN ART WAS CREATED AND SIMPLY SHARED AMONG NETWORKS. JPG BLOG IS A COMMUNITY OF ENGAGED PHOTOGAPHERS. SMASHING PUMPKINS FANS WERE ENCOURAGED TO JOIN AND ENTER THE PHOTO CONTEST. PHOTOGRPAHERS FROM JPG WHO HAD NOT EVEN HEARD OF THE BAND WERE CREATING CONTENT, EXPANDING THE CIRCLE.
  • 24. Strategies Know and respect your community Socializing theSuperfan Broadening the circle Using multiple platforms Creating “eventness” Turn reaction into action and engagement Working with the psychographics of the community Take a chance with new technology and platforms Combining Communities CAN YOU THINK OF MORE? Email me at rynda@1968media.com midemacademy 2013 – Marketing module All courses to beavailable on: www.midem.com/academy
  • 25. midemacademy 2013 THANK YOU Rynda Laurel, Founder, CEO 1968media (USA) www.atrynda.com