Become a social media rockstar

http://www.thecreativecollective.com.au




Kids – Rio (6 years) + Matisse (3 years)

Yvette Adams


• First job – Marmalade Recording Studios• Radio show – Auckland, New Zealand• Music reviewer – London – TNT Magazine• PR for bands, club nights – London & NZ• Freelance Journalist• Managing Editor of popular newspaper in

London – constantly pursued by bands• Started industry group aimed at linking

musicians to key people in the industry – London

• Ongoing music appreciator / ‘married’ to a muso

Music industry experience


Business track record

• Hopeless employee and serial entrepreneur • 1st business, a newspaper started at 17 years old• 2nd business and 1st e-commerce site in 2002 – an online

tee-shirt business. • 2007 - Queensland Small Business Champions Young

Entrepreneur award.• 2010 – Won Creative & Knowledge Base

Industries category against 25 finalists at the Sunshine Coast Business Awards

• 2010 – Won Home Based Business of theYear at the Marketing & Communication Executives International Awards

• 2010 – Won Commonwealth Business Owner of the Year at the Telstra Business

Women’s Awards


The Creative Collective

• Creative services agency• Started in 2007• We offer website design & development, graphic design & print, PR & marketing, social media, seo & ppc, events and more.• We service clients locally, regionally, nationally and internationally across industries • Team of 6 in-house staff, 25 contractors and 1 franchisee in Newcastle• Education & training is a big part of what we do – Web Wednesdays, products, programs, webinars, live events, guest speaking like today


What we do with clients

2000 on the database 6729 on the database

Unique users per month to site = 665

Unique users per month to site = Regularly 5000+

Communication frequency = infrequent

Communication frequency = every two weeks – either newsletter or special offersOnline sales = $6000 per

annumOnline sales = $100,000+ per annum

Predominantly offline marketing

Predominantly online marketing


So where are YOU at…???

• Website? have one? use it?• Google Places? know it? use it?• SEO? know it? use it?• Emarketing? know it? use it?• PPC? know it? use it?• Facebook Profile? know it? use it?• Facebook Page? know it? use it?• Twitter? Know it? use it?• Linkedin? know it? use it?• YouTube? know it? use it? • Blog? know it? use it?


Simple concept…You are NOT just a band, you are a business…so act like one!

"The hardest thing in the world to do in this business is start

a band nobody's heard of." Tom Whalley, Interscope Records

"You've gotta be business savvy really, or else you get the piss taken

out of you." Melanie B, Spice Girls

"Anybody that forms a group, writes songs and releases records and

says they don't care if people like them are complete liars." James

Dean Bradfield, Manic St. Preachers

"There are more letters in the word 'business' than there are in the word

'music'." Anonymous


Now let’s plan your online tour…


• Get ‘known’• Get ‘gigs’• Sell ‘stuff’ – merch, tickets, Cds, downloads

And ideally….

• Earn money – lots of it!• Become famous!• Get lots of media

What most bands are probablytrying to do through promotions…

Does this sound like YOU?


1. Have clear business objectives, a business plan

2. Have a defined ‘band’ identity

3. Have a good media kit together - create and take publicity opportunities for the good of their business

4. Have a GOOD website that works

5. Build your web presence

6. Hook into social networks

7. Get a support crew – PR, accountant, lawyer & more

8. Care about their fans – find ways to connect with them, serve them, listen to them, reward them, keep them interested

What bands should be doing if they want to succeed…


DEFINE YOUR OBJECTIVES/GOALS

PRIORITY 1


PRIORITY 1: Business plan & objectives

ASK YOURSELF:

•Market position Where are we now?

•Goals and objectives - Where do we want to go? •Strategy / actual plan How will we get there?

Let’s share….


So what are your SMART goals and business objectives?


UN-SMART GOAL....

“I want to be a rockstar!”


SMART GOAL....

I want to secure a minimum of 1 paid gig per month, with a total of 12 paid gigs by the end of 2011, averaging $500 per gig.


You have to do this. The difference between a dream and a goal is written words. If you are not writing down your goals, they will remain dreams.

Don’t just think about goals – write them down and tell those close to you why these goals are so important to you.


EXAMPLE:

1)To get 2 paid gigs per month in the local area

2)To gain 500 ‘likes’ to our Facebook page in 6 months

3)To sell 100 cds by December 2011

When it comes to business objectives – keep it simple – no more than 3 core objectives.


WRITE DOWN YOUR CAREER OBJECTIVES/GOALS NOW


Defining your target market• Geography - what is their location, where are they???• Socio-economic – who are they? What is their gender, age, income,

occupation, education, sexual orientation, household size, and stage in the family life cycle.

• Psychographic – how do they think? What are their attitudes, values, and lifestyles.

• Behavioural – what are their behaviours? Do they celebrate occasions, who is their degree of loyalty, how much are they online, do they read magazines?

• Product-related – what is their association with a product i.e. Beer and sport!


Right now your fans are...

• Hanging out on Facebook. Tweeting about their favorite song.

• Discovering new music on LastFM.

• Leaving comments for their friends on MySpace.

Every day, music fans are discovering new ways to find, share, enjoy, and even remix their favourite music, and then broadcasting

their findings and favourites, their complaints, and their compliments to a global audience that is listening 24/7.

• Sharing playlists on iLike. • Posting concert photos on Flickr. • Loving your new release on Hype Machine• Trashing your latest video on YouTube.


Consider – target market by geography...


Consider what music different countries love. Did you know...

• Bon Jovi is MASSIVE in South America?

• Japan loves pop music?• Germany loves electronica and

grunge?• New Zealand loves dub,

reggae, roots?• Many countries with indigenous

cultures love hip hop & rap?


HAVE A DEFINED BRAND IDENTIFY

PRIORITY 2


USP – Unique sales proposition

What’s the one thing that makes your band unique and distinct?

Why should people listen to you and not your competitors?

Why should they come to your gigs and not your competitors?


Shaping your brand band identity

Band name!

Dress style – coordinated or individual?

GenreTarget market

Your ‘story’

Brandscape

Brand values


Style is VERY important

• http://www.youtube.com/watch?v=5zq_oD7QNps

http://www.youtube.com/watch?v=5zq_oD7QNps

http://www.youtube.com/watch?v=5zq_oD7QNps


CREATE A GOOD MEDIA KIT

PRIORITY 3


• Bio of the band and/or each band member

• Professional images that encapsulate the brand

• Current press release

• Sample music

• Merch is a nice touch

• Think about different formats/gimmicks – they can work!

PRIORITY 3: The media kit


CREATE A GOOD WEBSITETHAT WORKS

PRIORITY 4


It should be the epicentre of your business It can work for you 24/7 It can grow with your business – i.e. more gigs, more

downloads, change of contact details, news etc. Google will reward you The demographic you are targeting demand it

Get the website right. WHY?


Traits of a GOOD website

Visually appealing Fulfills the ‘8 second rule’ A way to data capture – form or social media or both Any desired call to action prominently featured Opportunities for clients to ‘interact’ where-ever possible –

comments, fill in form, photos, videos, download audios etc. Easy to find the information they want with multiple navigation points Loads fast Regularly updated so encourages repeat visits – events and news

articles good here, as well as news feeds from Twitter or Facebook


Some examples

• http://www.dmbcaravan.com/

• http://www.foofighters.com

• http://www.bunnymen.com/Test/ - won at SXSW awards

• http://www.shapeshifter.co.nz/ - perhaps a little too clever. Not media friendly.

• http://www.fatfreddysdrop.tv/

http://www.dmbcaravan.com/

http://www.foofighters.com/


Google Sites

• Create simple or sophisticated websites/wikis without any programming knowledge.

• Share knowledge or files with your co-workers or the world.• Centralise company information with an internal website. Easy to

update information/photos/attachments/presentations.• Google have a profile update for each staff member making it easy

to find staff that may have special skills.


BUILD YOUR WEB PRESENCE

PRIORITY 5


Options include:

• Google Profile - https://profiles.google.com/rocking.wyvern/about

• Directories – paid and unpaid• Government/council/local directories• Industry directories• Social media (but we’ll go into that more later)

PRIORITY 5 – Establish a web presence


SOCIAL MEDIA

PRIORITY 6


http://www.youtube.com/watch?v=QzZyUaQvpdc


“To survive and thrive in a brave, new Music 2.0 world, artists must embrace and utilize the very

technology that has caused such turmoil in recent years.

Through it, they must cultivate and nurture deep, direct relationships with their fans, engaging

them consistently and genuinely.”

– Jacquelyn Cyr, Chief Executive Officer, Espresso

What bands should be doing if they want to succeed…


The ‘Big 4’ social media


Myspace v Facebook


Myspace v Facebook


Myspace v Facebook


• http://drownedinsound.com/community/boards/music/4250191

Seek other opinions and knowledge, constantly!


Deciding which networks are right for you…

• What business objectives are you trying to fulfil?

• Your target market?• Your resources (time, money)?• Your skills or who else could be

responsible?• Is assistance needed?• How you will MEASURE results?


Business objectives you can fulfill with social media:

• To establish or build your band or individual profile• To drive traffic to your blog or website• To network with others in your niche or who can benefit your business• To get valuable feedback• To build a community/database• To act as an alternative form of communication – quick and easy too!• To hire people – be they volunteers or paid?• To update your community of news • To promote events/product launches/updates/fund-raising drives?• To provide live coverage of an event – live stream, twitter updates + more• To raise money for a child/family in need•To show a more personal side of yourself from your usual public persona•To run occasional “social media only” discounts/specials/offers


Social media strategy considerations:

• Overall structure of the social media accounts• Areas of responsibility – who will post• Define key marketing objectives for social media activity• Competitor analysis• Consider monitoring and reporting - brand name, product names, competitors’ brand names, status updates and overall “buzz”• Software you will use – free or paid• Proposed activities over a 12 month time line including frequency, activities, personnel, promotions and incentives• Competitions/promotions:• Quizzes, polls, surveys, events• Sales drives, Applications, Recruitment drive strategies• Budget


Have a social media policy…

• Who will be allowed to post - All listings have an option to leave a review, so encourage some of your favorite customers or clients to leave a review for you.

• What if the usual person is away?• When are they allowed to post? – As often as they like? A few

times a day? Daily? Weekly?• HOW are they allowed to post? Logged in to a certain

persons profile, via a syndication tool, as themselves?• WHAT are they allowed to post? Random musings? Work

related?• WHERE can they post to? Just Twitter? Facebook Page &

Twitter?• What is the screening process? Free for all? None at all?

Scheduled but approved?


Social media stats – Feb 2011Unique Australian Visitors (UAVs) per month

Facebook – 9.8 million UAVs/mo

YouTube – 6.7 UAVs/mo

Blogspot – 2.2 UABs/mo

Twitter – 1 million UAV/mo

Wordpress

Linkedin – 760,000 UAVs/mo

MySpace – 630,000 UAVs/mo

Source: Data and Stats courtesy –

Google DoubleClick Ad Planner Tool


• Personal pages • Business pages • Groups• Marketplace - Lets you sell, give away, buy, ask or search

for anything you want a in a trusted and fun environment. You can also use Marketplace to see what your friends are buying and selling.

• Applications• Facebook Ads

Getting Started


•More than 500 million active users•50% of our active users log on to Facebook in any given day•Average user has 130 friends•People spend over 700 billion minutes per month on Facebook•There are over 900 million objects that people interact with (pages, groups, events and community pages)•Average user is connected to 80 community pages, groups and events•Average user creates 90 pieces of content each month•More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.•There are more than 200 million active users currently accessing Facebook through their mobile devices.•People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.•There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

Facebook stats


Top 10 Facebook User Population

1. United States 152,189,8802.2. Indonesia 35,174,9403.3. United Kingdom 28,940,40044. .Turkey 26,417,8205.5. Philippines 22,651,6006.6. India 22,057,2807.7. Mexico 21,892,0208.8. France 21,037,3409.9. Italy 18,438,76010.10.Canada 17,381,700

Source:checkfacebook.com – March 2011



Facebook advertising


Criteria = Anywhere in Australia27 – 50FemaleIn a relationship, engaged, married


What if we specify a city and a 50 mile radius?

Even more targeted!


How to get more likersFacebook Photo Tagging

Ask your fans to:• Take a picture with you/your business/product/

something related• Upload the picture

to your Facebook page

• Tag themselves in the picture they just uploaded


Use Notes and @replies

• Facebook allows tagging within status updates on both profiles and Facebook Pages. The functionality is similar to twitter, in which when you include the "@" symbol in front of someone's name, the name then becomes clickable and links to that person's profile.

• Promote a recent post on another companies page, using the @ function to tag the person in the note on your page. When you tag another page, your whole note will then appear on that companies page. Be careful though: spamming can get you banned, and if you're a competitor trying to appear on another companies Facebook page, they may do the same back to you.

• If you're a new band that is opening up for a larger band, you can take the opportunity to get in front of new fans by announcing, and tagging, the other band in an "upcoming events" post.


Encourage comments

• Post questions and polls and post timely information to encourage current fans to comment, share, and "like" your posts.

• So who went to the x gig last night? What did you think?



Ask your friends to like you!

• Live demo


Cross populate between networks•Promote recent Facebook Page posts via a link on Twitter•Ask people to Stumble, Digg, and bookmark your Facebook Page•Grab photos from Flickr and post them as a link on your Facebook Page; link from the Flickr photo to the Facebook page stating that there is more information about the picture there• More???


Put your details on your email signature

Use wisestamp.com:

http://player.vimeo.com/video/14571313


Grab social network contacts at every opportunity

Rapportive.com


Get 25 likers and then...

• Create a personalized Facebook URL

• Claim it at facebook.com/username

• Choose something short and easy to remember, especially if you plan to use it as a promotional tool on other sites.


TRIVIA: Which musician has the most Facebook fans?

• http://www.pcmag.com/article2/0,2817,2382151,00.asp?kc=PCRSS03069TX1K0001121



Business objectives you can fulfill with social media:

• To establish or build your band or individual profile• To drive traffic to your blog or website• To network with others in your niche or who can benefit your business• To get valuable feedback• To build a community/database• To act as an alternative form of communication – quick and easy too!• To hire people – be they volunteers or paid?• To update your community of news • To promote events/product launches/updates/fund-raising drives?• To provide live coverage of an event – live stream, twitter updates + more• To raise money for a child/family in need•To show a more personal side of yourself from your usual public persona•To run occasional “social media only” discounts/specials/offers


Once you have a Twitter account (as easy as setting up a hotmail, gmail or similar email account and also free), essentially you have 140 characters to play with and tell people what you are doing…..

How to get started


• Once you have an objective you need to ‘follow people’ • Suck in your address book, search for relevant groups to join, list on directories, search for existing customers or influencers in your industry and clicking on the ‘follow’ button • Aim for relevancy and large number of followers• Follow and follow back - It is generally Twitter etiquette to reciprocate those who follow you by following them back

Follow and be followed


•still an emergent phenomena, and as such, etiquette is negotiable•@creativecollect i.e. ‘enjoyed your presentation today – great tips!’• # hashtags are a community-driven convention for adding additional context and metadata to your tweets.Example uses Events or conferences, e.g.: "Tara's presentation on communities was great! #barcampblock" Disasters: "#sandiegofire A shelter has opened up downtown for fire refugees." Memes: "My #themeword for 2008 is conduct." Context: "I can't believe anyone would design software like this! #microsoftoffice" Recall: "Buy some toilet paper. #todo"Quote: "Great minds discuss ideas. Average minds discuss events. Small minds discuss people." ~Eleanor Roosevelt #quote

You thought texting was bad. Now learn twitterisms!


• Feel good - Bonnie Sayers @autismfamily, a mother of children with autism, decided to use Twitter to promote awareness of autism and to allow those who live with it to share their experiences and knowledge with others. Dubbed “Twitter Autism Day” and connected with the #ASD hashtag, achieved huge number of tweets becoming a “trending topic” on more than one occasion during the day. Sharing their experiences over Twitter was a great way for parents and those suffering autism to connect.

• $$$ Story - In December 2008 computer giant Dell (@delloutlet) announced that it had generated $1 million online by posting e-commerce links to its Twitter feed. Latest reports say it has now surpassed $2m in Twitter related sales. Whilst it obviously isn’t a not for profit organization (far from it in fact) we’re sure you’ll agree it’s not a bad result for a little twittering!

Twitter success stories


• Set up an account – tweet as yourself, your company or both!

• Find friends - Pull in your Gmail, Hotmail, Yahoo, Linkedin friends

• Browse interests – art, business, technology• Follow and be followed• Observe others• Set up tweet alerts• Find your ‘tweet’ voice - @, #, lingo

Getting Started


• Personal pages – pull in your address book, go searching for people you know. Suggestions will follow.

• Business pages

• Groups

• Products

• Careers/Jobs

• Applications

• Advertise

Getting Started


Do you have an online strategy? Do you manage your online reputation?

YOU SHOULD!




This girl’s getting fired…


Catherine Deveny's (The Age) Logienight tweets…

"I do so hope Bindi Irwin gets laid".

“Rove and Tasma look so cute . . . hope she doesn't die, too.”


Managing your online reputation

• Social media involves letting go of your brand, at least just a little but it could be the best thing you’ve ever done.

• Feedback is good (and consumers will talk regardless)• We don't live in a perfect world and no

one expects your business to be perfect (okay some do!)

• Negative comments offer a golden opportunity, to go above and beyond.

• Set up Google Alerts• Monitor Hootsuite


Alert yourself on Google Alerts


And continue to monitor…


You need dashboards…


LIVE ANALYSIS OF AN EXISTING

SOCIAL MEDIA ACCOUNT


Scheduling & monitoring tool: Hootsuite.com


Continually monitor and refine your social media activities

Google Analytics

Facebook Insights

Budurl.com

Hootsuite stats

Other social media management tools


There’s one more very powerful marketing method I’ve purposely overlooked. Can you guess what it is?

Word of mouth!!!•Referrals•Incentives•Strategic alliances•The overall customer experience•Surveys/polls•Mystery shoppers•Immediate feedback asking for a referral


Want constant tips & inspiration?

1. Sign up to our database 2. Connect to us on Linkedin.com 3. Like our Facebook page4. Follow us on Twitter5. Come to our Web Wed events6. Buy our products

You can do all this from our website:



P: 07 545 11315

w: www.thecreativecollective.com.au

Or connect to us on social media….

• f: http://www.facebook.com/thecreativecollective• t: http://www.Twitter.com/creativecollect• l: http://www.linkedin.com/companies/the-creative-collective• Y: http://ww.thecreativecollective.com.au/dacreativecollective

Questions? Need our assistance?

Become a social media rockstar

Entertainment & Humor

word business

business savvy

based business

business plan objectives

clear business objectives

onlineteeshirt business

telstra business womens

online marketing