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WWW: What Went Wrong and How To Fix It

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Ariel Publicity

Ariel Publicity Masterclass for Cyber PR Clients by Ariel Hyatt on what has been going wrong with their online presence and promotion thus far, and how they can turn it around.

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WWW: What Went Wrong Masterclass
Music vs. Marketing (Why You Hate This) - Your music should be: Spontaneous and Creative. - Your marketing should be the exact opposite: Systematic and Scientific.
(Why You Really Hate This) The Jante Law (Norwegian: Janteloven; Swedish: Jantelagen; Finnish: Janten laki) A pattern of group behavior towards individuals within Scandinavian communities, which negatively portrays and criticizes individual success and achievement as unworthy and inappropriate. - Wikipedia You can have your moral integrity as a society AND ROCK at Marketing & Promotion!
HOW...? Ask: How Can I Help? What Do They Want? What is your NICHE? You can have your moral integrity as a society AND ROCK at Marketing & Promotion!
Marketing and Performing 1. Capture & Engage 2. Create Moments 3. Change Lives You want that moment where the hair on the back of your neck stands up...
70%, connecting with family and friends. 49% looking to stay connected to relevant news& info 46% consumers expressed the desire for entertainment. 42% wished to share reviews of company or product experiences
FATIGUE Deal Fatigue Follow Fatigue Social Media Fatigue Start by LISTENING Observe what they seem to want Then again ask: How Can I Help/ Contribute or Share? or Add value
What Most Musicians Do Online Facebook & Twitter & YouTube Sporadic communication with no plan or goals and NO products Use BCC in email program Ask for money before building value (or never ask at all)
What Expert Marketers Do Online They control messages (use Facebook, Twitter & YouTube to messages & they captivate) Use analytics - constantly measure results and impact Communicate regularly w/ purpose BUILD LISTS - Use email programs Strategically ask for money & make offers only after value built
WWW = What Went Wrong? Musicians learned social media etiquette from MySpace... Now use newer platforms like Facebook, Twitter etc. ineffectively, by going down the rabbit hole.
息 TopSpin Media
Musicadium Study Grif鍖th University study suggests that having a connected web presence correlateddirectly with digital music sales 1. Facebook 2.Twitter 3. YouTube 4. Last.fm, & 5. Website It all starts with a HOMEPAGE: http://Yourband.com 50% of artists forgot to add a buy link! http://bit.ly/musicadium
Move over Personal Pages... Here comes TIMELINE Fan Page Needs branding & Music Players & Apps - Rootmusic & Reverbnations new Promote It! News feed = The most important part of FB New Study - dont use external apps Online, people choose to go where their friends are (55-65 largest demographic growing on FB)
Theme and colors consistent w/ all sites Your pitch, description & link Know Your Handle: @CyberPR @MusicSuccessin9 @TheHunterCat Most artists dont know how to Engage: @s, DM, RTs + #CyberPRHelsinki Apps: Tweetdeck, Hootsuite, Social Oomph
WWW: What Went Wrong and How To Fix It
Top 5 ways to get a RT 1. Add Link 2. Ask for ReTweets Please ReTweet - 51% Please RT - 39% Neither - 12% 3. Stop talking about yourself, talk about your audience, not about yourself 4. Talk about news, instructional, Entertainment, opinion 5. Tweet about Twitter!
Online & off audiences do NOT know what to look for (They are ignorant) However, people expect brands to come to them now 1. Lead Them To It 2. Get Them Engaged - questions, contests, simple things that they can share 3. Be Remarkable - people naturally share what they like online & off
Where They Buy Fans go to iTunes (not social media) Fans also respond to special OFFERS (this is why newsletters are KEY - 30%) So is adding BUY LINKS (Musicadium study) People want to buy in local currency & use existing payment methods (Paypal)
The new Facebook is about causing real-time serendipity, triggering actions inside and outside of Facebook because of what we do and share. Through technology and human curation, we are giving substance or meaning to experiences and as a result, the future of the social web is de鍖ned by shared experiences, not just in sharing experiences. - Brian Solis, BrianSolis.com
Lets Stay In Touch Ariel Hyatt @CyberPR ArielPublicity.com Facebook.com/CyberPR MusicSuccessInNineWeeks.com Online Course Starts Oct 24th

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WWW: What Went Wrong and How To Fix It

  • 1. WWW: What Went Wrong Masterclass
  • 2. Music vs. Marketing (Why You Hate This) - Your music should be: Spontaneous and Creative. - Your marketing should be the exact opposite: Systematic and Scientific.
  • 3. (Why You Really Hate This) The Jante Law (Norwegian: Janteloven; Swedish: Jantelagen; Finnish: Janten laki) A pattern of group behavior towards individuals within Scandinavian communities, which negatively portrays and criticizes individual success and achievement as unworthy and inappropriate. - Wikipedia You can have your moral integrity as a society AND ROCK at Marketing & Promotion!
  • 4. HOW...? Ask: How Can I Help? What Do They Want? What is your NICHE? You can have your moral integrity as a society AND ROCK at Marketing & Promotion!
  • 5. Marketing and Performing 1. Capture & Engage 2. Create Moments 3. Change Lives You want that moment where the hair on the back of your neck stands up...
  • 6. 70%, connecting with family and friends. 49% looking to stay connected to relevant news& info 46% consumers expressed the desire for entertainment. 42% wished to share reviews of company or product experiences
  • 7. FATIGUE Deal Fatigue Follow Fatigue Social Media Fatigue Start by LISTENING Observe what they seem to want Then again ask: How Can I Help/ Contribute or Share? or Add value
  • 8. What Most Musicians Do Online Facebook & Twitter & YouTube Sporadic communication with no plan or goals and NO products Use BCC in email program Ask for money before building value (or never ask at all)
  • 9. What Expert Marketers Do Online They control messages (use Facebook, Twitter & YouTube to messages & they captivate) Use analytics - constantly measure results and impact Communicate regularly w/ purpose BUILD LISTS - Use email programs Strategically ask for money & make offers only after value built
  • 10. WWW = What Went Wrong? Musicians learned social media etiquette from MySpace... Now use newer platforms like Facebook, Twitter etc. ineffectively, by going down the rabbit hole.
  • 12. Musicadium Study Grif鍖th University study suggests that having a connected web presence correlateddirectly with digital music sales 1. Facebook 2.Twitter 3. YouTube 4. Last.fm, & 5. Website It all starts with a HOMEPAGE: http://Yourband.com 50% of artists forgot to add a buy link! http://bit.ly/musicadium
  • 13. Move over Personal Pages... Here comes TIMELINE Fan Page Needs branding & Music Players & Apps - Rootmusic & Reverbnations new Promote It! News feed = The most important part of FB New Study - dont use external apps Online, people choose to go where their friends are (55-65 largest demographic growing on FB)
  • 14. Theme and colors consistent w/ all sites Your pitch, description & link Know Your Handle: @CyberPR @MusicSuccessin9 @TheHunterCat Most artists dont know how to Engage: @s, DM, RTs + #CyberPRHelsinki Apps: Tweetdeck, Hootsuite, Social Oomph
  • 16. Top 5 ways to get a RT 1. Add Link 2. Ask for ReTweets Please ReTweet - 51% Please RT - 39% Neither - 12% 3. Stop talking about yourself, talk about your audience, not about yourself 4. Talk about news, instructional, Entertainment, opinion 5. Tweet about Twitter!
  • 17. Online & off audiences do NOT know what to look for (They are ignorant) However, people expect brands to come to them now 1. Lead Them To It 2. Get Them Engaged - questions, contests, simple things that they can share 3. Be Remarkable - people naturally share what they like online & off
  • 18. Where They Buy Fans go to iTunes (not social media) Fans also respond to special OFFERS (this is why newsletters are KEY - 30%) So is adding BUY LINKS (Musicadium study) People want to buy in local currency & use existing payment methods (Paypal)
  • 19. The new Facebook is about causing real-time serendipity, triggering actions inside and outside of Facebook because of what we do and share. Through technology and human curation, we are giving substance or meaning to experiences and as a result, the future of the social web is de鍖ned by shared experiences, not just in sharing experiences. - Brian Solis, BrianSolis.com
  • 20. Lets Stay In Touch Ariel Hyatt @CyberPR ArielPublicity.com Facebook.com/CyberPR MusicSuccessInNineWeeks.com Online Course Starts Oct 24th

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