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Social media strategies for the music industry – Richard Marshall, United Agency, UK
Citation preview
Pintrest
YouTube
Mailers
MY COMPANY
FACEBOOK•Facebook Posting•Apps•Infographics
E-MAIL•Email collection•Newsletter creation
INSTAGRAM•Content Posting•User generated content
TWITTER•Post updates•Engage with TV networks and fans•Community Interaction
WEBSITES + BLOGGERSPHERE• Update website• Blogger Outreach
VIMEO & YOUTUBE•Optimise Channels•Upload Content•Engage with community
GOOGLE+• Content Posting• Improve SEO
WE BELIEVE THAT POSITIVE PEER-TO-PEER WORD OF MOUTH IS THE MOST POWERFUL
FORM OF MARKETING
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 AdvertisingCost-effective paid-for media to enhance the earned-
media on Facebook, Twitter, YouTube and other channels
OUR APPROACH
Listening, Analytics & Reporting
Utilise fan data, social listening tools and analytics to track conversations and key influencers. Produce
reports and act.
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
OUR MUSIC CLIENTS
WE ARE FSTVL
image
Brand new UK EDM festival launched by United in 2013 SOLD OUT in year 1.
Doubled in size for 2014
Grown from zero to 100K + Facebook fans in a year.
Won 'Best New Festival' at UK Festival Awards 2013
Brand new UK electronic music festival launched by United in 2013
SOLD OUT in year 1. Doubled in size for 2014
Grown from zero to 150K+ Facebook fans & 20K+ Twitter in 18 months
Won 'Best New Festival' at UK Festival Awards 2013
The power of digital
KEY DIGITAL TRENDS1. 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
REAL-TIME MARKETING CAN WORK
8.14pm 8.48pm
7k shares 21K likes 14K re-tweetsHuge publicity
When brands do this correctly, they can capture key moments in cultural history…and take ownership of them.
BUT ONLY WHEN APPROPRIATE
Further reading: ‘Newjacking’ – Jon Burkhart
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.
The Good The Bad
THE IMPORTANCE OF INFLUENCERS
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...
MOBILE IS EVERYTHING
MOBILE IS EVERYTHING
“4 out of 5 web users will be via a mobile
device in 2014.”
FACEBOOK IS A PAID PLATFORM
REACH HAS DECLINED
NICHE NETWORKS ON THE RISE
SOCIAL IS DIVERSIFYINGThere 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.
ABOVE AND BEYONDUnited'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
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 electronic music acts in the world
Madison Square Garden concert sold out in 12 hours
No money spent on traditional advertising
2M Facebook fans. Grown from 80K in 2010