MD_Hashtag_Hustle

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HASHTAGHUSTLE

HOW TO LEVERAGE SOCIAL MEDIA TO MAXIMIZE SYNC POTENTIAL

BY ROB LINDQUIST & ZACH MILLER

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4Generate, Understand, And Utilize AnalyticsAnalyze and learn from your social activity by measuring impressions, interactions, and engagements across your different profiles.

Engage In Meaningful MessagingOpen an authentic and engaging conversation with your followers to increase their loyalty and interest.

Extend Opportunities From The Sync After It AirsUse the placement as a springboard for deeper engagement, unexpected relationships, and new opportunities.

Deliver Valuable And Relatable ContentCraft content that is worth reading, watching, and listening to so your fans can relate to it and share it with their followers.

Maximize The Reach Of A Sync During AirtimeLaunch your social media strategy by spreading content, interacting with the client, and engaging with fans.

Build A Consistent BrandCreate a recognizable artist persona that your fans can relate to, remember, and engage with on multiple social media platforms.

Promote A Placement Before It AirsGather your resources, build a cross-platform strategy, and prepare to reveal your exciting opportunity to the world.

TABLE OFCONTENTSChapter 1 Chapter 2

Using Social Media to Build Organic Connections with Your Fans How to Leverage Social Media to Maximize Sync Potential

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IntroductionHASHTAG HUSTLE: HOW TO LEVERAGE SOCIAL MEDIA TO MAXIMIZE SYNC POTENTIAL

“Good strategy has a simple logical structure I call the Kernel. These three elements are a clear-eyed

diagnosis of the challenge being faced, an overall guiding policy explaining how the challenge will be met, and a set of coherent actions designed

to focus energy and resources.”

– Richard Rumelt, Good Strategy/Bad Strategy 2011

Introduction. Having a solid social media strategy followed with careful execution can be a large piece of building and advancing your career in the music industry. Social media can be a vital piece in strengthening connections with existing fans while attracting new audiences and opportunities.

Music fans of all ages always want to discover new artists – for most people, new music is what makes commuting, exercising, or even working enjoyable. Similarly, record labels, music supervisors, and brands always keep their ears to the ground for new artists whose music might surprise and connect with their consumers and audiences.

No matter who’s discovering you, no other platform offers you a more direct way to connect with your audience than social media.

Hashtag Hustle is a two-part guide that gives artists professional tips on some key social media practices. We navigate through an everyday social media strategy to help you strengthen the organic connection with your fans while analyzing what it means to engage in meaningful messaging. We also examine ways to build a consistent brand, deliver valuable content, and utilize analytics.

Primarily, we explore how social media can be used to maximize the potential of a sync. With the emergence of music licensing as a solid revenue stream for artists of all statuses, synchronization, or sync, is becoming an important part of many artists’ careers.

Within advertising, TV, film, and video games, music can help the brand or storyteller better connect with their audience. By leveraging the power of your social media, you can help drive that engagement and increase the value of the placement beyond the sync fee. Your social media strategy can help shape your career more than you think – from tweet to sync, you’ll be surprised by the power of your own voice.

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“Social media is where music audiences naturally congregate, forming their own communities and sharing their experiences

of bands and artists.”“Social Media is Revolutionizing the Music Industry” -Brandwatch

Section 1BUILD A CONSISTENT BRAND

Social media platforms are often the first places audiences go to

discover an artist. This is your chance to connect with your current fans

as well as potential new fans. First impressions can turn a new visitor

into a fan or turn them away completely – the power is in your hands. Crafting a relatable brand

that represents you and your music can form a genuine bond with

your listeners that lasts long after the song has ended.

HOW TO IMPROVE RELATIONSHIPS WITH YOUR AUDIENCE THROUGH SOCIAL MEDIA HOW TO IMPROVE RELATIONSHIPS WITH YOUR AUDIENCE THROUGH SOCIAL MEDIA

Activity. Don’t create profiles on every social platform just to do it.

An outdated or underutilized social media profile can be more detrimental to your brand than not having one at all. Visitors to your outdated page will be less likely to look for you elsewhere. Every platform works differently – find which ones are best for you and utilize them to your best ability.

Voice. Build your personal brand via social media by maintaining a similar voice across all platforms.

This will help craft your artist persona into something memorable, distinct, recognizable, and relatable. There is a lot of value in positioning yourself as an artist fans will want to interact with and whose career growth they’ll want to contribute to.

Consistency. Keep your graphics, logos, colors, and visual styles consistent across all platforms.

A consistent look and feel on every page will shape your brand and help audiences remember you. Choose visual styles to fit with the vibe of your music and artist persona.

Logo. Carefully craft and properly brand yourself with a logo. Think of it as your brand identity and stick with it on your social pages, merchandise, albums, etc.

Consider the influence of other bands’ logos like The Rolling Stones, Nine Inch Nails, AC/DC, and The Beatles. The logo became a representation of the artists and their music, and it remained the same throughout their careers. A consistent, enduring logo strengthens your brand and inspires loyalty among your fanbase, so think about the long-term trajectory of your career as you conceptualize your own logo.

NEXT BIG SOUND TRACKED OVER

280 MILLION

NEW SOCIAL FOLLOWERS TO ARTISTS FROM JANUARY TO

MAY 2015

NEARLY 6X THE ACTIVITY FROM 2014

Next Big Sound 2015 Summer Industry Report

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Section 2DELIVER VALUABLE AND RELATABLE CONTENT

While the content on your social media profiles needs to inform your fans about your career happenings like press releases and tour dates, it should be accomplishing more

for you and your followers. To truly connect with audiences, you need

to deliver valuable and relatable content that excites your fans,

while encouraging them to share it with their own followers. Likes and

favorites on your content are great, but they don’t often provide as much

benefit as a share or retweet.


Variety. Diversify your content by not posting exclusively about yourself. Posting about your concerts, releases, and press is important, but it’s crucial to balance the types of content you’re sharing to increase engagement and expand your reach.

Seek out interesting articles, share cool photos, and show love to other artists. Voicing your opinion gives fans the ability to join in the conversation and helps build solid relationships on a level beyond your music.

Quality. Keep your profile pic and cover photos fresh and high-quality. Rotate them out every so often so they don’t get stale, and try to keep your photos professional. Low-quality pictures may lead people to believe that there is low-quality music to follow. Cell phone and other raw videos are great, but make sure there are always high-quality press pictures available as well.

Video. In a world of excess content and erratic attention spans, video is the best way to give consumers content that provides a multisensory experience hitting both sight and sound.

Having video content available is extremely important. Create and upload different types of content, such as official music videos, lyric videos, interviews, and footage from your live performances.

YouTube, Vimeo and other video sites have made video sharing a globally accessible platform for discovery and a convenient vehicle for promotion.

Promote. Build anticipation and hype around anything you’re working on. Keep your fans in the know on release dates of your singles and albums along with any upcoming tours or concerts.

You have the ability to step outside the box and shoot some exclusive content for social media, including activities you participate in, teaser videos for future projects, and unique hashtags to brand your releases and tours. These will all help promote your projects while keeping fans involved.

Purpose. Keep each social media page a bit different. Each social media site serves a different purpose while allowing you to connect with your fans in different ways. For example, Twitter is great for conversation while Facebook is great for promoting new projects and updates.

With a majority of your fans on multiple social media networks, you don’t want the same content to live on every one of your platforms because then fans will choose to follow only one of your pages.

Network. Your network can often determine how far your career can go. Don’t be afraid to utilize your friends, fans, mentors, and industry partners to help spread your content and expand your reach.

Media relationships with online magazines, blogs and social influencers are very powerful and can help introduce you to new fans. Meanwhile, it helps them drive more traffic to their sites. Exclusive content will help make the deal even sweeter for them.

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Section 3ENGAGE IN MEANINGFULMESSAGING

As an artist, you understand the importance of emotion in the songs

you write. You might have a killer guitar solo or a perfectly-timed bass

drop, but unless you make your audiences feel something through your music, you’ll have a hard time

converting listeners to loyal fans. Social media works the same way. By crafting messaging that is both

engaging and meaningful, your number of followers will grow

and the loyalty of those followers will continue to get stronger.


Engage. Involve your followers at every moment possible. To convert passive fans into diehard followers, you need to cultivate authentic relationships with your audiences.

Favorite, Retweet, Like, and Reply to messages to show you appreciate their support and engagement. There’s something special about receiving a reply from your new favorite band, and fans will remember that feeling for a long time after.

Conversation. Make conversations personal, yet open for others to join. A tweet that begins with “@” will not be visible to a majority of your followers. Instead, simply add a “.” at the beginning to make it visible to all followers. This allows others to join the conversation and helps build your reputation of interacting with and caring about your fans.

Connect. Feel free to add some personal touches to your messaging to better connect with your fans.

Instead of posting:

Try to craft a more relatable message:

Hashtags. Memorable and relevant hashtags are great ways to create a viral campaign around a single, tour, album, or any type of project.

• Create a hashtag that fits your artist persona and project

• Ensure that your hashtag isn’t already used in the social media space

• Brand your posts with the tag and encourage others to use it

Ensure the hashtag is on-brand with your work and connects with your fans, which will encourage them to share it. This builds unity around the project throughout your fanbase and potentially expands your reach by spreading your message to your fans’ followers.

Performances. Use hashtags during performances to increase conversation. Not only does this expand your reach and documentation, it also helps you interact with new fans who are also hashtagging their experiences.

You can also review fans’ photos and status updates about your performances by searching the hashtag. This lets you see the concert through your fans’ eyes, which might enlighten you to what they like and don’t like. This insight might help you become a better performer while giving you a direct lane to interact with some of your best fans.

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Check out my new release “Next Day” & follow me on Facebook for more dope tracks.

I wrote “Next Day” 8hrs after losing my best friend as my way of dealing. It might help you through tough times too.

Social media strategy requires more tact than just “winging it.” Trying

new things and experimenting with messaging and content is a fantastic

way to discover what works best for you, but to truly know what resonates with your audience;

it’s important to utilize the analytics that are generated through your social efforts.

Connectivity. Cross-promote your social media pages. Feature icons of social media platforms on your website and provide links to those social media pages on each profile. This is a great way to boost your analytics and gain more knowledge of your fans’ activity.

Connecting all of your social media platforms generates traffic from one to another, especially since each site should be providing diverse content to your fans and followers.

Research. With so many analytic tools available to you, it is important to know which ones will benefit you.

Spend time with each social media platform included in your strategy, then do some research to find the best tools to capture the data that will directly help you improve your efforts.

Answer the questions: What do you want to learn from each platform? What tools can give you that info? How?

Learn as much as you can; these tools will help you mold your current strategy along with others in the future.

Tools. You can have access to all of the tools in the world, but how you utilize the information they provide is key.

Most social media sites have intuitive tools that are easy to use, such as Twitter Analytics and Facebook Insights, which provide useful information such as fan demographic breakdowns and the engagement level of your activity.

Other tools like Google Analytics and web server logs examine the traffic patterns of people going to your website. This information is valuable as it shows where your traffic is coming from and what pages and content they were most interested in on your website.

Learn. After you aggregate and compare the data, do something with the knowledge you’ve gained.

You might learn that you gain the most Facebook engagement on days that you post something personal on your page. Or, that you earn the most engagement with tweets that include pictures. Or you might learn that most people visiting your site were referred by an emerging blog that recently featured you.

Whatever the analytics are telling you, listen, and shape your social media strategy in response to these insights.

Don’t be afraid to experiment and see if you can recreate some of your best engagement levels – you don’t really have much to lose.

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Section 4GENERATE, UNDERSTAND,AND UTILIZE ANALYTICS


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HOW TO LEVERAGE SOCIAL MEDIA TO MAXIMIZE SYNC POTENTIAL HOW TO LEVERAGE SOCIAL MEDIA TO MAXIMIZE SYNC POTENTIAL

Section 1PROMOTE A PLACEMENTBEFORE IT AIRS

Once you get confirmation that your song is used in a campaign,

start your engines and get ready to shape your social strategy.

Gathering information, preparing assets, and building a solid plan can

really help expand the reach and engagement of the placement.

Go ahead and pop the cork to the bottle of champagne and celebrate

your sync, but there are a few more things to do before you

guzzle it all down.

Details. Agencies, brands, and networks may be sensitive about the information you release, so it is very important to make sure you are legally permitted to announce the placement. There’s nothing worse than ruffling any feathers before the placement even airs, so be sure to stay within the outlines of any agreement.

If your song was licensed through a licensing company, always go through them with questions. If the placement came directly from an agency, brand, or network, then feel free to work directly with your contact there. It is important to never cut corners and to always follow proper business protocol.

Reach out and ask if you’re permitted to promote the placement. If you cannot announce yet, still use the time until its release to build a plan around how you are going to maximize its reach during the campaign.

This is the time to confirm the following details so you can start building your social media strategy:

Term: When is the start and end date?

Territory: Where will it be airing?

Media: What type of media will it be? (TV, Web, Radio)

Type: Did they use the vocal or instrumental version of your song?

Announce Date: If you can’t announce it now, when can you?

Once you get all these details, keep them handy because this information is crucial in building your strategy.

Ecommerce. Many artists miss out on this step by underestimating the sales potential for their music.

Placements can greatly increase song and album sales, streams, merchandise sales, tour ticket sales, and overall traffic to all of your online sites and pages. Being prepared ensures your ability to capitalize on the momentum.

It is very important to provide your new fans with as much content as they want to consume. It’s like a major store stocking its shelves before the busy holiday season – give your fans as many options of music, merchandise, and memorabilia as you have available.

The song that was selected for the placement should definitely be made available for purchase and streaming. If possible, be sure to make your entire discography available for purchase to give the listener more material to really convert them into a fan.

The internet is a massive marketplace and everyone uses it differently. Make sure that your songs are available on multiple ecommerce and streaming platforms, including iTunes, Spotify, Amazon, CDBaby, and Bandcamp.

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Section 1PROMOTE A PLACEMENT BEFORE IT AIRS

Visual. As mentioned, YouTube is the second most popular search engine, so you should definitely include it in your social media strategy.

Make sure your song is available on YouTube. If you do not have an official music video for the song, upload it with a picture of the album artwork or as a lyric video. That way, the song is searchable and available.

Also, consider adding the name of the placement in the title of the video:

Artist Name “Song Name” (Heard on Jersey Shore)

This helps increase its frequency in search results, which increases views and attracts more people to your music.

The song will hopefully encourage fans to watch your other videos and learn more about you. Often, shows, films, and brands will have a sonic identity that connects with their target audience; there is a good chance the rest of your music will resonate with their target audience, too.

Attracting new listeners and viewers is your goal. Once you’ve hooked them, the music should speak for itself.

Announce. Follow and Like the brand, network, film, or TV show that used your music. If given the green light to announce it, post the placement with the airdate and tag the brand or TV show in your posts.

This is the time to start getting your fans excited and looking forward to seeing the placement. The impact of discovery is very powerful to consumers’ social credit, and your current fanbase wants to share in your success. Social media allows you to bring your fans along on the journey and this is the starting point.

Once the campaign launches, you want to drive as much engagement to the placement as possible. In the big picture, this makes you look better in the eyes of the licensee. The more successful the campaign is, the more valuable your music is perceived to be, which can lead to additional opportunities or an extension of the original spot.

Perspective. It’s good to take different angles when sharing the placement. Varying tones communicate different emotions, so weigh each word before you shoot off a tweet or post.

Here are three different ways to talk about a TV ad before it airs.

This is a straightforward notification, but notice we tagged the client in the tweet in hopes they would engage.

Also a straightforward message, but with a slight personal touch.

This message packs a punch. First, we share the song title, tag the brand, and announce the placement. Second, we share the lyrics to encourage fans to listen to the song more closely. Third, we create a hashtag that hopefully spreads as your fans share the news.

Content. In today’s social media world, content is king. Before a placement airs is the best time to get exclusive content planned, created, and polished. This content can help extend the reach of the placement while increasing engagement on your own social pages.

Additional content can help promote placements of any size. For larger advertising campaigns, this is especially true because the ad’s lifespan and relevancy is much greater than one-time syncs in a TV show or film.

A few examples of exclusive content:

• An image or video inspired by the song, brand, or placement

• A new version or remix of the song to give fans a new way to experience it

• A video or blog post about the inspiration behind the song or placement process

This exclusive content takes your fans behind the scenes and immerses them into your story – this helps build the connection needed to cultivate lifelong fans.

Never be afraid to be creative and think outside-of-the-box. There are many ways to offer exclusive content to your fans – have fun with it!

Just got the news that my song “XXX” is featured in the new @CocaCola ad that starts airing next week!

When I wrote “XXX” in my tour bus, I never imagined it on TV – check it out in the newest @CocaCola campaign airing 10.25!

The line in “XXX” that says “Tastes So Good” must have made @CocaCola realize this song was right for its newest campaign! #TastesSoGood

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Section 2MAXIMIZE THE REACH OF A PLACEMENT DURING ITS AIRTIME

One way licensees can measure the success of a campaign is by its

engagement and interaction. TV shows want to enable viewers to

discover new music that they can connect back to the show. You have the power to increase engagement

by making a lot of that interaction about the music. Now that the

campaign is live, it’s time to spread the content and execute programs

around the placement to enable clients to see a higher return on their

investment in the music – and you’ll be linked to the heart of it all.

Share. It’s go time. Spread the sync across your social networks, tag the licensee, and link to the advertisement, TV show, or film.

If possible, share the official media from the licensee’s social pages to drive traffic directly back to them. They monitor the traffic and engagement of their media, so the more traffic and conversation the music can add, the more value you’re delivering to them in the overall picture.

It is very likely that your fans are following you on multiple social media channels, so be sure to vary the ways you are promoting the media. This creates different angles for fans to learn about you as an artist, the song, and the placement, which can increase engagement and reach.

In the end, you want to prove that your music increased the value of the media.

Hashtag. Use any and all hashtags that the brand, TV show, or film is pushing around the campaign or placement. This way, you join in the larger conversation and connect with a new audience of consumers who are followers of the licensee. These strangers may end up becoming your biggest fans.

For example, many brands have millions of social followers – people who are choosing to consume the content that brand is promoting. If you were licensed by them, chances are that a number of these fans will also like your music. Try to organically connect with the brand’s followers as often as possible.

Search the hashtag to see if there are comments about the music or the artist and reply back to them. One of the most powerful uses of social media is to directly connect with fans, which allows you to build relationships on a more personal level with your fans.

Build upon those relationships and aim to increase engagement day after day.

Awareness. As mentioned, brands, shows, and networks usually have large social followings – don’t hesitate to take advantage of that.

Some of the most common questions asked in the comments section of advertisements are about the music. Find the official placement from the licensee on their social channels and comment with the song and band name.

Search the comments section and reply to people who mentioned the artist or music used. Use this as a direct way to engage with potential fans who are hearing your music for the first time in the placement and want to learn more.

This is an easy and effective way to connect with and grow your fanbase.

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Section 2MAXIMIZE THE REACH OF A PLACEMENT DURING ITS AIRTIMEContent. Remember that section about creating exclusive content around the placement? This is the time to start introducing that content to your fans.

A solid first step is to send this content directly to the licensor. If it’s a licensing company, they should want to share it to help spread the word. When campaigns do well, they look good, so they will want to push the content just as hard as you do. If you worked directly with an agency, supervisor, or network, feel free to send the content directly to your contact there. Just keep the emails at a minimum with the licensee — there’s a fine line between being collaborative and being annoying.

Next step, release the content on your social pages and promote it during the campaign’s airtime. If you created multiple pieces of content, you do not have to release it all at the same time – feel free to space it out along the placement’s full term to give your fans time to engage. Try different viewpoints on each social media platform to keep it fresh. For example, post on Twitter with minimal text and then release it on Facebook with a brief personal story. It’s the same content, but by varying how you position it, you can portray different meanings and emotions through your channels.

Reach out to blogs, publications, companies, and others who you have worked with in the past or who have mentioned or shared the spot previously. These platforms want to drive traffic to their sites and exclusive content is very appealing. While they benefit from the traffic, you benefit from being exposed to a new fanbase — a win-win for all parties involved.

Another step is utilizing your personal network. Everyone wants to tell their family and friends to listen for their song in the newest national commercial, right? It’s a sign that your music career is taking shape and soon enough you will be handing your mom the keys to her new car. Well, maybe not quite yet, but the excitement and reach of your personal network can increase views while creating positive conversation about the media and music.

In the end, creativity with your exclusive content, along with how you launch it into the world, can go a long way in separating you from the millions of other bands/artists. With solid content and a distribution plan, you can better articulate the value of music to your licensee’s media while expanding your reach to new fans.

Monitor. No matter where or how you launch your content, never forget to monitor and interact with fans who are engaging. One interaction has the power to make or break a potential fan’s opinion of you and your music, so try to connect with them — even if it’s just a simple like, favorite, or “thank you for sharing” tweet. If a new fan comments on how much they love the song, shoot them the link to the remix or the lyric video you made. If they have questions about you or where to get music, be prepared to send links to your online store or website. Nothing beats this one-on-one interaction that allows you to connect with fans new and old.

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Section 3EXTEND OPPORTUNITIES FROM THE SYNC AFTER IT AIRS

Once the campaign is over, there are still ways for you to expand your

reach and potentially expose your music to new opportunities. Bring

fans along for the ride and let them know what the placement did for

you. They want to feel like they are growing with you, and social media is a great way to share your journey.

Use each placement as a stepping stone to bigger and better things.

Relationships. In the music industry, relationships are often as influential to an artist’s career advancement as talent itself. Equally important is how one takes advantage of the opportunities at hand.

Send the licensor an email thanking them for the placement and share any other opportunities it led to. Sharing this will allow them to ride the journey with you while bringing a sense of satisfaction that they helped you advance your career. They could have used any song in the world and they selected yours.

This minor interaction can keep your name top-of-mind for future projects and can open a greater dialogue with the licensor. People like working with good people, so build those types of relationships any chance you can.

Discovery. An artist/band’s career is often described as a journey. With the reach and influence of social media, you have the power to bring your fans along this journey with you.

Take this time to reflect on the opportunities and emotions that the placement brought you. Share these stories with your fans.

The world is falling in love with the theme of “discovery.” For fans, the discovery factor is extremely rewarding, and sharing your experiences as you grow allows fans to join your ride to the top and feel as if they’re growing with you. So be sure to share the experiences of your band as it blows up; they’ll be increasingly valued by consumers and licensees alike.

Not only will their loyalty to you and your band grow even stronger, they’ll also be much more inclined to share your music with their friends and followers. It’s like recruiting an army of soldiers whose duty is to spread your content, and that duty is born from love for you and your music.

The power in connecting with fans on this level is substantial. Sharing personal stories and allowing them to relate to you helps build a diehard fan base.

Résumé. Some potential licensors view past experience as proof that you are worthy and can work in the licensing space. Make sure to add the placement to your résumé, reel, bio, and website. If you don’t have the media, add the licensor logo or name.

Having a diverse list of credits and professional experiences as an artist can open up more opportunities for you while adding value to your brand. If you create a demo reel, make sure it’s concise and highlights your best work.

Analytics. Information is power! Now that your placement has ended, there should be a goldmine of information available that you can learn from.

Aggregate the data from social analytic tools to gauge the success of the placement and your social efforts. This should give you an idea of what worked for your fanbase and what didn’t. Implement this information into your standard, daily social media strategy.

In the big picture, the placement provides a lot of data about your fanbase that, if read correctly, can help you build upon and extend your fanbase even after the placement is over.

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ConclusionHASHTAG HUSTLE: HOW TO LEVERAGE SOCIAL MEDIA TO MAXIMIZE SYNC POTENTIAL

Conclusion. As with anything, it may take time to turn fresh ideas into healthy habits. Being a top social media strategist in the music industry doesn’t happen in one day, so persevere and keep hustling. There are many different tactics that enable you to connect with fans while increasing engagement and awareness for you and your music. Feel free to take parts of this guide and see which work best with your fanbase. Once you put together your tactics, you’re on your way to developing your social empire and crafting your brand into a memorable, relatable icon that your fans will want to be a part of.

Your first priority should be producing great music. However, if you want to make it in the music industry, the job doesn’t stop there.

Keep in mind that famous major label artists have teams that support their marketing efforts, but even they commit a considerable amount of time creating a strong social media strategy to connect with fans and maximize sync potential.

These tips can serve as a guide for artists at any stage of their career. Whether you’re dropping your first EP or headlining a major festival, all artists need to build a brand for fans to connect and grow with.

While making great music continues to be important in breaking through the gates, you’ll need a strong brand to reign supreme. A consistent and meaningful social media strategy can be one of the most important steps in securing that crown.

#HashtagHustle

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