The world's top nightclubs & Twitter

THE WORLD’S TOP NIGHTCLUBS

&

HOW THE LEADING ELECTRONIC MUSIC VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM An insightful look into EDM brands' quest for impact and authority on the new global conversational marketplace

www.woomedia.es DIGITAL COMMUNICATION & PUBLIC RELATIONS

WELCOME

01

ET VOILÀ!

INTRODUCTION 2

17

WORLD’S TOP NIGHTCLUBS & TWITTER HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM www.woomedia.es

YOU ARE READING THE MOST COMPREHENSIVE STUDY EVER CONDUCTED ON EDM CLUBS AND TWITTER. BESIDES, WE'VE WORKED HARD TO MAKE IT ENTERTAINING. THIS IS WHAT YOU'LL FIND HERE...

OUR METHODOLOGY 3

A GLANCE AT EUROPE 4

A LOOK ON AMERICA 5

ACTIVITY 6

COLLABORATION 7

INTERACTION 8

SYNERGIES 9

A COUPLE OF TIPS 10

INTRODUCTION


e are not saying anything new if we state that the Internet and social media has changed the music

business for good. For some gen-res it’s been their downfall. They failed to adapt to the new system and made the mistake of fighting against the new digital culture rather than working together with it. Electronic Dance Music (EDM) has taken the opposite path. It was a genre for minori-ties in the 80’s and 90’s and now it’s turned into a global pheno-menon. EDM hasn’t followed this path with the help of the major record labels, or the media, or the industry’s traditional powers. EDM has become huge relying on social media. In the same vein of our previous research, WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA, we have carried out an enormous analytical effort to delve into the heart of electronic music and the core of social media. This time, we have focused on Twitter. Why this platform and not some other? What does Twitter have to deserve a monographic research? Twitter is music. Music is Twitter. Let’s have a quick look at some figures. This network was created in California in 2006 and it already has 500 million registered users. Among them 220 million are acti-ve users. 50% of users follow at least one musician. 90% of the Billboard Hot 100 artists are on

music beat. Also on Facebook, YouTube and SoundCloud, but there’s a special bond between mu-sic and the bluebird’s network. The audience comes to Twitter to express brief, powerful ideas. There’s no room for running one’s mouth. It’s a perfect space for peo-ple to share their suggestions and recommended bits of music, for reviewing products and services, and for spreading content on com-munities united by a common in-terest. It’s also an ideal platform for narrating live experiences, from concerts to movies. You don’t find your friends on Twitter. You find strangers who might live on the other side of the world, but who are linked to you by a shared passion. This is how EDM has grown so popular. Imagine the power of thousands of fans building com-munities, posting tweets, ret-weeting, #FollowFridaying... Through these frontierless habits of the Twitter culture the music genre ended up reaching millions, till today. Twitter is a global conversational marketplace which records 340 million tweets a day. Each of them tries to buy or sell something: pro-ducts, services, ideas, information, emotion, companionship ... EDM promoters must learn the rules of this new world and join it on equal terms with the rest of users. The future is written in 140 characters.

W

DJMag’s Top 100 Clubs, starting point to this study The British DJMag’s ranking, which is published at the beginning of each year, is considered the bible for clubs world-wide. In this study we will analyse how clubs with at least 10,000 Twitter followers manage their presence on this platform. They are 39 overall, including 20 from Europe and 19 from the American continent.

Twitter. The 5 most followed ac-counts of the platform are all musi-cians. The top 5 global trends last year were all music-related. Elec-tronic music is the fastest growing genre. The hashtag #EDM is used an average of 5,000 times per day. We could continue to provide figu-res, but surely you’ve already got it. Twitter is music. Music is Twitter. There is something unique in this network which attracts mu-sic lovers. There are many reasons for that. It’s versatile, it’s user-friendly, stars and celebrities are easy to access to and it has always fitted smoothly to any type of devi-ce, whether it’s a desktop, a tablet or a smartphone. Whatever the reason, the point is that on Twitter you can feel the heart of electronic

ELECTRONIC DANCE MUSIC HAS BECOME BIG GLOBALLY THROUGH CONVERSATIONS AMONG FANS, PERSONAL RECOMMENDATION, NARRATION OF LIVE EVENTS... TWITTER IS ALL THAT.

02

OUR METHODOLOGY


Twitter offers never-ending possibilities to analyse accounts performance. However, ir provides so much information, sometimes it's complicated to extract clear conclusions. We have reduced all this welter to five variables...

ANYONE CAN COMPLICATE THE UNCOMPLICATED. WHAT IS COMPLICATED IS TO UNCOMPLICATE THE COMPLICATED.

EDM BRANDS CAN ADJUST THEIR LEVELS OF...

ACTIVITY COLLABORATION INTERACTION (number of tweets per day) (retweet ratio) (reply ratio)

ACCORDING TO THAT, THEY OBTAIN CERTAIN LEVELS OF...

AUTHORITY

IMPACT

(ratio of retweeted tweets)

(number of followers)

AND THAT’S ALL! LET’S FORGET ABOUT THE REST AND MOVE ON!

1 TWEETS, RETWEETS, FAVOURITED TWEETS, MENTIONS, REPLIES, FOLLOWS, FOLLOW-BACKS...

2

3

4

03

A GLANCE AT EUROPE


Fabrik Madrid, 9

Guaba Beach Bar Limassol, 15

BCM Mallorca, 6

Papaya Peg, 25

Cocorico Rimini, 27

23%

12%

5% 10% 0%

Ministry Of Sound London, 7

Fabric London, 4

The Warehouse Project Manchester, 19

The Arches Glasgow, 90

21%

8%

16%

19%

Berghain/Panorama Bar Berlin, 18

Tresor Berlin, 85

Melkweg Amsterdam, 97

Trouw Amsterdam, 35

5%

9%

17%

13%

WHAT CLUBS ARE GROWING MORE RAPIDLY IN THE OLD CONTINENT?

Sankeys Ibiza Ibiza, 80

Privilege Ibiza, 17

DC10 Ibiza, 14

Ushuaïa Beach Hotel Ibiza, 28

Amnesia Ibiza, 10

Space Ibiza Ibiza, 2

Pacha Ibiza, 3

18%

14%

11%

17%

16%

34%

18%

(*) Methodological note: The growth of Twitter followers has been calculated by analysing the period between July 1 and September 30, 2013.

04

Venue name Location, # DJMag

LEGEND:

X% Increase of Twitter followers in Summer 2013

COUNTRY


A LOOK ON AMERICA

Pacha NYC New York, 26

Marquee Dayclub & Nightclub Las Vegas, 11

Tao Beach Club/Nightclub Las Vegas, 58

Club Space Miami, 46

Mansion Miami, 47

LIV Miami, 70

Cielo New York, 79

Surrender/Encore Beach Las Vegas, 34

Beta Nightclub Denver, 81

Set Miami, 83

Guvernment Toronto, 22

Spybar Chicago, 82

Green Valley Camboriu, 1

Warung Beach Club Camboriu, 16

D-Edge Sao Paulo, 32

Anzu Club Sao Paulo, 23

XS Las Vegas, 45

The Exchange Los Angeles, 60

Avalon Los Angeles, 49

6%

15%

10%

6%

3%

10%

5%

7%

4%

7%

0%

0%

6%

5%

7%

5%

7%

11%

6%


LEGEND:

X% Increase of Twitter followers in Summer 2013

HOW ARE THE CLUBS’ FAN COMMUNITIES EVOLVING AT THIS SIDE OF THE OCEAN?

(*) Methodological note: The growth of Twitter followers has been calculated by analyzing the period between July 1 and September 30, 2013.

05

COUNTRY

ACTIVITY


06

WHAT CLUBS ARE MORE ACTIVE?

COUNTRY

67%

124,000 Pacha Ibiza, 3 1

70%

75,000 Space Ibiza Ibiza, 2 4

77%

72,000 Amnesia Ibiza, 10 19

78,000

62%

Ushuaïa Ibiza, 28 10

80%

29,000 DC10 Ibiza, 14 0,1

39,000

37% Privilege Ibiza, 17 1

28%

15K Sankeys Ibiza Ibiza, 80 3

29%

11K Cocorico Rimini, 27 1

22%

19K Papaya Peg, 25 2

13K

19%

BCM Mallorca, 6 2

10K

23%

Guaba Beach Bar Limassol, 15 2

40%

49,000 Fabrik Madrid, 9 139

86,000

46%

Fabric London, 4 9

41%

86,000 The Warehouse P, Manchester, 19 8

16K

35%

The Arches Glasgow, 90 8

18K

67%

Berghain/Panorama Berlin, 18 0,1

11K

35%

Tresor Berlin, 85 1

22,000

46%

Melkweg Amsterdam, 97 2

26%

11K Trouw Amsterdam, 35 6

88,000

60%

Pacha NYC New York, 26 16

71%

87,000 Marquee Las Vegas, 11 4

84,000

71% Tao Beach Club Las Vegas, 58 3

59%

83,000 XS Las Vegas, 45 6

75%

22,000 Club Space Miami, 46 4

39,000

62%

Mansion Miami, 47 8

80%

59,000 LIV Miami, 70 6

23,000

14%

Avalon LA, 49 16

43%

13K Cielo New York, 79 2

80,000

64%

Surrender/Encore Las Vegas, 34 15

15K

36% Beta Nightclub Denver, 81 4

10K

56% Set Miami, 83 4

40%

10K Spybar Chicago, 82 5

57%

28,000 Green Valley Camboriu, 1 6

67%

15K Warung Camboriu, 16 1

15K

36%

D-Edge Sao Paulo, 32 4

56%

13K Anzu Club Sao Paulo, 23 3

400,000

45%

Ministry Of Sound London, 7 15

The Exchange LA, 60 4 22,000

40%

Guvernment Toronto, 22 8 16K

57%

MO

RE

ACTI

VE

LES

S A

CTI

VE

AUTHORITY

FOLLOWERS DEGREE OF ACTIVITY


LEGEND:

COUNTRY

COLLABORATION


07

WHAT CLUBS COLLABORATE MOST WITH THEIR FOLLOWERS?

67%

124,000 Pacha Ibiza, 3 14%

70%

75,000 Space Ibiza Ibiza, 2 13%

77%

72,000 Amnesia Ibiza, 10 1%

78,000

62%

Ushuaïa Ibiza, 28 20%

80%

29,000 DC10 Ibiza, 14 1%

39,000

37%

Privilege Ibiza, 17 25%

28%

15K Sankeys Ibiza Ibiza, 80 50%

29%

11K Cocorico Rimini, 27 6%

22%

19K Papaya Peg, 25 12%

13K

19%

BCM Mallorca, 6 40%

10K

23%

Guaba Beach Bar Limassol, 15 5%

40%

49,000 Fabrik Madrid, 9 14%

86,000

46%

Fabric London, 4 40%

41%

86,000 The Warehouse P, Manchester, 19 57%

16K

35%

The Arches Glasgow, 90 7%

18K

67%

Berghain/Panorama Berlin, 18 33%

11K

35%

Tresor Berlin, 85 0%

22,000

46%

Melkweg Amsterdam, 97 24%

26%

11K Trouw Amsterdam, 35 44% 88,000

60%

Pacha NYC New York, 26 35%

71%

87,000 Marquee Las Vegas, 11 8%

84,000

71% Tao Beach Club Las Vegas, 58 6%

59%

83,000 XS Las Vegas, 45 33%

75%

22,000 Club Space Miami, 46 4%

39,000

62%

Mansion Miami, 47 23%

80%

59,000 LIV Miami, 70 14%

23,000

14%

Avalon LA, 49 58%

43%

13K Cielo New York, 79 11%

80,000

64%

Surrender/Encore Las Vegas, 34 20%

15K

36% Beta Nightclub Denver, 81 36%

10K

56% Set Miami, 83 11%

40%

10K Spybar Chicago, 82 35%

57%

28,000 Green Valley Camboriu, 1 19%

67%

15K Warung Camboriu, 16 19%

15K

36%

D-Edge Sao Paulo, 32 11%

56%

13K Anzu Club Sao Paulo, 23 20%

400,000

45%

Ministry Of Sound London, 7 26%

The Exchange LA, 60 16% 22,000

40%

Guvernment Toronto, 22 26% 16K

57%

MO

RE

CO

LLAB

OR

ATIV

E LE

SS

CO

LLAB

OR

ATIV

E

DEGREE OF COLLABORATION COUNTRY

AUTHORITY

FOLLOWERS Venue name Location, # DJMag

LEGEND:

INTERACTION


08

WHAT CLUBS INTERACT MOST WITH THEIR FANS?

29,000

80%

67%

124,000 Pacha Ibiza, 3 10%

70%

75,000 Space Ibiza Ibiza, 2 3%

77%

72,000 Amnesia Ibiza, 10 9%

78,000

62%

Ushuaïa Ibiza, 28 14%

DC10 Ibiza, 14 4%

39,000

37%

Privilege Ibiza, 17 12%

28%

15K Sankeys Ibiza Ibiza, 80 9%

29%

11K Cocorico Rimini, 27 5%

22%

19K Papaya Peg, 25 6%

13K

19%

BCM Mallorca, 6 47%

10K

23%

Guaba Beach Bar Limassol, 15 4%

40%

49,000 Fabrik Madrid, 9 75%

86,000

46%

Fabric London, 4 10%

41%

86,000 The Warehouse P, Manchester, 19 1%

16K

35%

The Arches Glasgow, 90 34%

18K

67%

Berghain/Panorama Berlin, 18 2%

11K

35%

Tresor Berlin, 85 0%

22,000

46%

Melkweg Amsterdam, 97 12%

26%

11K Trouw Amsterdam, 35 9%

88,000

60%

Pacha NYC New York, 26 4%

71%

87,000 Marquee Las Vegas, 11 25%

84,000

71% Tao Beach Club Las Vegas, 58 15%

59%

83,000 XS Las Vegas, 45 13%

75%

22,000 Club Space Miami, 46 3%

39,000

62%

Mansion Miami, 47 6%

80%

59,000 LIV Miami, 70 7%

23,000

14%

Avalon LA, 49 26%

43%

13K Cielo New York, 79 3%

80,000

64%

Surrender/Encore Las Vegas, 34 15%

15K

36% Beta Nightclub Denver, 81 19%

10K

56% Set Miami, 83 2%

40%

10K Spybar Chicago, 82 7%

57%

28,000 Green Valley Camboriu, 1 8%

67%

15K Warung Camboriu, 16 3%

15K

36%

D-Edge Sao Paulo, 32 6%

56%

13K Anzu Club Sao Paulo, 23 23% 400,000

45%

Ministry Of Sound London, 7 44%

The Exchange LA, 60 13% 22,000

40%

Guvernment Toronto, 22 6% 16K

57%

MO

RE

INTE

RAC

TIVE

LE

SS

INTE

RAC

TIVE

DEGREE OF INTERACTION COUNTRY

AUTHORITY

FOLLOWERS Venue name Location, # DJMag

LEGEND:

SYNERGIES


HOW DO CLUBS BENEFIT FROM THE COOPERATION WITH THEIR MOST OUTSTANDING DJs?

DJ NAME

DJ NAME

DJ NAME

DJ’s FOLLOWERS

DJ’s FOLLOWERS

DJ’s FOLLOWERS


LEGEND: new Twitter

followers in Summer

2013

(*) Methodological notes: 1. Only DJs with the highest degree of cooperation (retweets, mentions and replies) with each venue are listed. 2. Only clubs with the highest amount of new Twitter followers gained between July 1 and September 30, 2013 are displayed.

09

COUNTRY

AFROJACK

STEVE AGNELLO

AVICII

840,000

886,000

1M

DJ VICE

ERICK MORILLO

62,000

252,000

1M

627,000

512,000

AVICII

BENNY BENASSI

KASKADE

AFROJACK

STEVE AGNELLO

DIPLO

840,000

886,000

1,05M

886,000

305,000

282,000

STEVE AGNELLO

R3HAB

GARETH EMERY

1,03M

262,000

ARMIN VAN BUUREN

DASH BERLIN

MARCO CAROLA

SVEN VÄTH

78,000

176,000

290,000

165,000

CARL COX

ROGER SANCHEZ

GUY GERBER

DJ CHUKIE

DAVID GUETTA

51K

320,000

12,7M

1M

320,000

120,000

AVICII

PETE TONG

LOCO DICE

135,000

30K

OLLY JONES

DJ HEIDI

MICHAEL WOODS

THOMAS GOLD

MARKUS SCHULZ

121,000

155,000

203,000

Pacha Ibiza, 3

Space Ibiza Ibiza, 2

Amnesia Ibiza, 10

Ushuaïa Ibiza, 28

Privilege Ibiza, 17

The Warehouse P, Manchester, 19

Pacha NYC New York, 26

Tao Beach Club Las Vegas, 58

XS Las Vegas, 45

Surrender/Encore Las Vegas, 34

Ministry Of Sound London, 7 84K

17K

14K

14K

13K

12K

8K

7K

6K

6K

Marquee Las Vegas, 11 5K

5K

CONCLUSIONS


AND AFTER ALL THESE DATA, WHAT NOW?

IS TWITTER USED DIFFERENTLY IN

EUROPE AND IN AMERICA? There’s no doubt about it. Twitter is much more integrated into the Americans’ social-

digital habits. In Europe there’s an obvious gap bet-ween some clubs that are truly committed to this platform and others who have a token presence. When it comes to the recent increase of the volume of followers, displayed on previous pages, the growth is remarkably sharper in the Old Continent. Why? We must take into account that the analysed period goes from July 1 to September 30, 2013. This time of the year is high season in Europe (summer), whereas offseason in the USA (torrid summer in Miami and Las Vegas) and Brazil (winter).

The disc jockeys are the human face and the creative genius of electronic music. They attain

more social audience than clubs and festivals. This fact must be regarded as an opportunity for venues. Clubs can gain many thousands of fans if they know how to take advantage of this moment of global enthusiasm for the genre. They have to create spaces for cooperation with the stars. How? With retweets, mentions, direct conversation, content sharing, joint initiatives.... When a world-class DJ visits your night club, it is not just a chance to make money. It’s also an opportunity to transfer a portion of his digital success to your venue.

WHY IS IT SO IMPORTANT TO CREATE

SYNERGIES WITH DJs?

Some clubs don’t collabo-rate much and don’t inter-

act a lot with users, and yet their numbers are skyrocketing. How is that possible? Keep in mind that many of those are well-established brands with several decades of experience behind them. Collaborating and interac-ting on Twitter is a must. Twit-ter communication is bidirectio-nal. Giving is just as important as receiving. You should be aware that no matter how big your brand is, on Twitter you aren’t more important than the last of your followers. You have to approach them as peers, help them spread their content, ans-wer their questions, fulfill their needs...

DO HIGH

COLLABORATION AND

INTERACTION ALWAYS

LEAD TO SUCCESS? Rest assured that tens of thousands of people

haven’t decided to follow you on Twitter to see you stay quiet. If you’re too shy to talk, you’ll disappoint your community. Every night there are thousands of stories going on at any club. Why not select two or three and tell them? Now, does a high tweeting frequency always lead to success? Not really. It de-pends on dozens of additional factors: the quality of your events, the reputation of your brand, the interest of the stories you tell... Anyway, you must tweet often. On Twitter, you are worth the conversations you are able to ignite and there’s no conversation if you stay muted.

DOES A HIGH DEGREE

OF ACTIVITY

GUARANTEE IMPACT

AND AUTHORITY? There is no magic formu-la. Twitter is a tool for

connecting people. The same rule doesn’t have the same ef-fect on different people. Think of two children raised in the same family, in the same envi-ronment... The first becomes an aggressive stock agent while the second becomes... a DJ! It hap-pens in life and it does on social media. Much more important than trying to achieve the big numbers is deciding how you want your brand to be on Twit-ter. Do you wanna use humour? Wanna be provocative? Wanna share music or videos? Whate-ver... Just find a style you feel comfortable with. Success will follow you.

WHAT IS THE

DEFINITIVE FORMULA

FOR A HIGH IMPACT

AND AUTHORITY?

A B C

D E

10


A COUPLE OF TIPS...

#goal Make no mistake. Getting a million followers is not your goal; it is just a means for achieving your goal. If you’re not 100% persuaded of this, you will probably get a huge com-munity of followers, but you won’t know what to do with it.

#buyandsell Twitter is a global market based on conversation. Everyone comes to it to buy or sell something: friendship, relations, in-formation, inspiration ... If you want to sell some-thing, you need to buy something too. That’s how it works.

#control If you think you have the control over your Twitter community, think it over.

#investment If you thought Twitter was free of charge, welco-me to reality. Handling communities of several tens of thousands users will require you to spend some money on human resources, software, web development, professio-nal photography and video production...

BEFORE EVEN PRESSING THE FIRST KEY, LEARN THE ESSENTIALS

#competition The world is not wai-ting for you to launch your tweet. Your message will be displa-yed between the result of a tennis match and an NGO call to save the oceans. This is your market. Think how to attract atten-tion in the middle of so much noise.

#participation Welcome to the era of conversational markets. Your customers won’t buy you just because your product is good. They will buy from you if you have allowed them to participa-te in its development.

#prescription Your job is not to tame your followers. Instead, your job is to empower them. Inspire them and offer them tools so that they will become your ambassadors. They will make you great.

#cooperation Get to know your core audience. Know them by their names. Find out who they are and what they do. If they are blog-gers, journalists, musi-cians ... Give each one of them what they need.

#listen Your audience will tell you everything you need to know, from what DJs you should hire or how to improve the gin-tonics you serve. Listen and note down everything they say.

#relevance Make sure that the users’ engagement has offline effects. Your most loyal followers should feel spe-cial when they visit your nightclub: discounts, queuing, free drinks...

#visibility Give visibility to your most loyal followers. Name them, retweet them and put them in the spo-tlight. Your reward will make them even more loyal.

PUT YOUR USERS FIRST: GIVE THEM VOICE, LISTEN AND LEARN FROM THEM

11

340 million

tweets per day


12

A COUPLE OF TIPS...

SHAPE YOUR MESSAGES IN THE RIGHT MANNER

BE AWARE OF THE LIMITATIONS OF TECHNOLOGY

#voice Think about how you will speak on Twitter. You have three options: as a brand, through one or more community mana-gers who reveal their actual names or making up a fictional character to humanize the brand’s voice... Mr. Party, for example.

#language EDM is a global genre. You should speak your national language and also English. Therefore, you need to decide how to resolve the issue of bilingualism: different Twitter accounts by language, bilingual speaking or opting for the common code, English.

#comprehension Write readable tweets. Nobody will understand a thing if you post three hashtags, four mentions and a link altogether. Use short sentences, but long enough to say something.

#channels Don’t post on Twitter the same things you post on Facebook. The platform is different, the way of reading it is different. It just doesn’t work.

#context Despite several attempts, Twitter hasn’t devised yet the right interface to clearly display conversa-tions. So when you ans-wer a follower, make sure you mention the question or the previous phrase so that everyone will unders-tand. Reading @user A lot! is a bummer. Better off: @user Whether we like Moby's latest album? A lot!

#humour Crack jokes, be ironic, use sarcasm, laugh.... On Twitter, this is like the Bible.

#platforms Don’t keep sharing links pointing to your Facebook account. The switch from Twitter to Facebook doesn’t run smoothly on mobile phones. You'd better offer a link to a blog or a website developed with responsive design.

#links When you post a link, mention what type of content it directs to. Peo-ple like to know where they are going. Tell them if it’s video, audio, photo or plain text.

#connection Roaming rates may discourage your interna-tional customers from sharing their opinions and the photos taken at your club. To settle this, offer free wifi. If the idea of 5,000 people downloa-ding their email and con-suming all your band-width makes you freak out, there’s a solution. Limit the wifi access to a few social platforms. Twitter, Facebook and Instagram, for example.

#mobile If you are in doubt about how to shape a message, imagine the recipient will read it on a smartphone. That will help you decide. If it’s good for mobile, it’s good enough for desktop and tablet.


13

A COUPLE OF TIPS...

GIVE YOUR BEST AT LIVE EVENTS

HANDLE CRISIS SITUATIONS CORRECTLY

#live Tweetcast your live events. It’s a simple tip, but it’s also an essential one. After all, the heart of electronic music lies there, on the live shows. If you do it well, you can skyrocket your audience.

#emotion This is the all-or-nothing moment for you. Make sure you reflect on Twitter all the magic, excitement and fun of your show. Come up with the most inspiring words you know. Narrate what you see by using your heart. Use photos and high quality videos.

#expectation Plan your strategy properly. You must create expectation before the day of the event, but make sure you don’t let everyone down in the end. If you lack the necessary resources to do it well, don’t raise too many expectations.

#quality Deliver top quality photos taken with a professional set. The built-in phone camera doesn’t have super-powers. It’s not suitable for taking night pictures.

#incentive Stimulate the user-generated content —mostly photos, the easiest item to be shared during a party. Ignite partici-pation through questions, calls to action, draws...

#criticism Start by accepting that you’re never going to be liked by everybody. If you admit that criticism will come sooner or later, you will handle it more naturally when it does.

#balance Find the balance. Don’t be a prisoner of criticism but don’t ignore it either. Learn from those who are constructive, ignore those who aren’t.

#attacks If you own a successful brand, you’ll get unfair attacks and you’ll have to suffer the trolls’ hassle. Smile! If you weren’t hated by anybody, that would mean you are a nobody.

#facts When you go through a reputation crisis or false rumors arise, just apply the universal principle: keep calm and remember the facts.

#freedom You don’t need to have the last word in your online discussions with users who criticize you. Sometimes they just want to express themselves and it’s legitimate they do so.

#naturality Talk and let others talk about your competitor venues and other DJs, even if you get compared unfavourably. Don’t kid yourself. Your clients go there too. Acting naturally towards other brands shows you are self-confident.


14

A COUPLE OF TIPS...

BUILD AN ACTIVE, ENTHUSIASTIC COMMUNITY

#energy Constatntly boost energy into your community. Use humour, make questions, set up competitions, call to action. Encourage participation and photo sharing, promote picking the mixes of the week...

#noise Be active, but do not invade your followers’ timeline with hundreds of replies. It feels as bad as spam. If you have to answer 100 users, send direct messages.

#audience Don’t become obsessed with becoming a top trend. Getting there might get you some credit in front of others, but nothing else. Settling yourself in the mainstream implies boring your core audience. And for what? For reaching a crowd that will forget about you in five minutes, as soon as the next trend shows up.

#method Be methodical. Write down the identity and the frequency of those who retweet, reply, mention or mark you as favourite. In a month’s time, you will have a comprehensive map of your prescribers.

#attention Make Twitter an effective customer support chan-nel. It’s inexpensive and will add value to your account. The community manager should be closely linked to the club and get to know it in depth.

#usefulness Don’t schedule an auto-matic feed that tweets your web news and then forget about it. You’ll gain a few fans, but you'll be creating a useless community.

#fraud Don’t buy followers. To-day, some sites offer up to 5,000 followers for 10 dollars. If you do, you may get some credit in front of your boss in the short term, but it will be useless otherwise.

#profiles Not all fans are equal, or use Twitter the same way. Give each user profile a little of what they want.

ATTRACT TALENT TO YOUR BRAND

#stars Cooperate with your best DJs. They’re the real stars of EDM. Retweet them and make sure they re-tweet you. Mention them and let them mention you. Do not improvise. Reach an agreement with them and devise a joint digital action plan.

#dialogue Organize Twitter inter-views with your star DJs. Then turn them into a sequence with Storify and publish them on your website or blog. You'll be shocked by the amount of traffic you’ll get.

#opportunities Give opportunities to young talents who deser-ve a chance. Remember that you are an opinion leader. You should make a generous use of this status.

creators conversationalists

critics COLLECTORS

joiners

spectators

inactives

Pro

files

by:

forr

este

r.co

m


A COUPLE OF TIPS...

AMPLIFY THE REACH OF YOUR MESSAGES

#focus If what you have to say is important, say it several times and at different times of the day to reach users with different habits or located in different time zones. But put it differently each time. Provide new details and a different approach in each repetition.

#words On Twitter 1,600 million searches are submitted every day. Imagine how important it is to use the right keywords.

#conversation Use open hashtags which allow you to be part of broader ongoing conversations. Don’t get obsessed with imposing your own hashtag. Rather than isolating your posts, it is preferable that you should join ongoing con-versations by adding up some value to them.

#action Make your Twitter identity visible at your club alongside with calls to action: Tweet what you see!

#ambassadors Seek the cooperation of your employees to be your brand’s ambassadors. The more you are, the more people you’ll reach.

#favours Do not hesitate to ask for favours on Twitter. If you have a problem with your sound system and you need to open an hour later, tweet it and ask your followers to spread the word.

#improve Take these stats into account. If you improve these ratios, congrats! You’re above the average!

71% 71% of tweets don’t obtain any reaction

23% 23%

obtain an answer

One answer

85%

11% Two answers

1,5% Three answers

6% are retweeted

92% During the first hour

6%

Sour

ce: S

ysom

os

15


16

A COUPLE OF TIPS...

BOOST YOUR PERFORMANCE WITH THE SUITABLE TOOLS

#hootsuite To dashboard your way through social media at full speed.

#socialbro To find out what time is best to tweet based on your followers’ habits.

#socialmention To track mentions of your brand, your compe-titors and your activity on Twitter and other social networks.

#twitonomy To get a valuable radiography of your main activity indicators on Twitter.

#trendsmap To find out what topics of conversation are the hottest by geographical areas.

#storify To create fun stories from Twitter conversa-tions and display them on your website or blog.

#ifttt To automatically bounce on Twitter the photos you post on Instagram, among many other features.

#hashtagfy.me To analize how well your hashtags orthose of your competitors perform out there.

#klout To rank yourself according to your online social influence, based on a mathematical algo-rithm. Trust this method but no more than your own instinct.

Is there anything missing? How can we improve?

This study is a work in progress. We have collected a fair amount of tips, but we surely have left many good ideas unmentioned. Do you want to submit yours? Contact us!

[email protected]

#yarr.tv To display on your club's or event's screens what your fans are saying on Twitter and also to show your Facebook photos and YouTube videos.


ET VOILÀ!

17

www.woomedia.es DIGITAL COMMUNICATION & PUBLIC RELATIONS

WORLD’S TOP NIGHTCLUBS & TWITTER Ibiza, 25th October 2013

Study conducted by Ibai Cereijo

Founder & CEO of Woo Media @ibai_c

Contributors

Laura San Martín Garazi Serrano

Layout & infographics

Woo Media

Acknowledgements Javier Celaya of dosdoce.com,

for his support and guidance

This study has been published under a Creative Commons ’Attribution-NonCommercial-NoDerivative license’; the work may be copied and distributed by any other means provided that its authorship (Dosdoce.com) is credited, it is not used for commercial purposes and is not amended in any way. The full license may be viewed at: http://creativecommons.org/

Woo Media is a Bilbao and Ibiza-based company founded in Spain in 2012. We are dedicated to helping clients who need to spread a message and rely on creativity and experience to obtain success. We feel comfortable in all leisure and entertainment-related sectors. Music, live events and sports are our natural habitat. We like to observe consumer behaviour in order to find the most efficent channels and to shape the right messages to reach him/her. We use public relations (media liason, event planning, lobbying) and new digital media (websites, blogs, social networks). We master technology, but our approach is not technological. We are natural-born communicators. We enjoy talking to people.

HAVE YOU ENJOYED THIS STUDY? HAVE YOU BEEN ENTERTAINED? HAVE YOUR LEARNT ANYTHING USEFUL? IS THERE ANYTHING YOU DON’T AGREE ON? DO YOU WANT TO DISCUSS IT? DO YOU WANT TO LEARN MORE? CONTACT US!

+34 658 703 711

[email protected]

@WOOMEDIA_ES

Social Media

The world's top nightclubs & Twitter