2014 how to build your own digital ecoystem

HOW TO BUILD YOUR OWN DIGITAL ECOSYSTEM

A workshop for musicians about digital self marketing by Dietrich Pflüger (2014)

2014 © Dietrich Pflüger | dietrichpflueger.com 2

DEFINITION: DIGITAL SELFMARKETING

• Selfmarketing or personal branding is the practice of people marketing themselves as brands.

• Digital Selfmarketing is the sum of digital marketing tactics to do that.

http://www.digimedial.udk-berlin.de


BUT WHAT ACTUALLY IS A BRAND

..?



YOU NEED TO CREATE A UNIQUE ARTIST BRAND

Relevance

Describes the personality of an artist

Identity

Distinctness in comparison to

other bands

Difference

Functional and emotional

empathy of the audience

Core Brand



LET’S USE A VERY UNIQUE EXAMPLE: DIE ANTWOORD

Click play to see the video!


https://youtu.be/Q77YBmtd2Rw






























































































THEY SEEM TO BE A WELL CONCEIVED BRAND

Click play to see the video!


https://www.youtube.com/watch?v=xavJ0T3AYfo






























































































THE CORE BRAND OF DIE ANTWOORD

Relevance

Identität Differenz

1,549,061 Facebook likes 242.330 YouTube follower

53+ Mio. video plays 166 Tsd. Twitter follower

Background Appearance/Clothes

Music Style

White ZEF freaks from South Africa, mix of techno + hip hop



BUT WHAT IS THEIR TARGET GROUP

..?



THIS IS HOW YOU CAN DISCRIBE IT

Voyeurs

Creative

ZEF-Fans

Techno FansHip Hop Fans

Early AdopterBetween 20-40 Jahre



WHERE ARE THE TOUCH POINTS WITH THIS TARGET GROUP

..?



FIRST AND FOREMOST IN SOCIAL NETWORKS



THIS IS WHY THE BAND FOCUSES ON SOCIAL MEDIA

Webseite



BUT THAT’S NOT ALL. THERE IS AN CONCEPT BEHIND IT

• Be where your target group is • Create a consistent user experience across all touch points (brand recognition) • Position your website as the center of the eco system.

• It should be the most relevant destination. • This is where you are able to control all aspects of the fan contact

• Social Networks as satellites



LET’S SUMMARISE

• Create a clear brand identity • Know your target group • Be where your target group is • Create a consistent brand experience (look and feel, tonality) • Use your website a your digital home and social networks as satellites



BUT ISN’T THAT TIME CONSUMING

..?



HINT 1: CREATE YOUR DIGITAL TOOLBOX



STRUCTURE YOUR DATA

• Images • Videos • Text

• Discography • Biography • Press releases

• Music/Product • Management & Administration • Webdesign • Backups



SAVE YOUR DATA IN THE CLOUD

Use services like Dropbox • 2 Gigabytes free of charge • Synchronise your data • Share content with stake holders



HINT 2: LET YOUR CONTENT MOVE AROUND



MACHINE LANGUAGE HELPS WITH THE AUTOMATION



HOW DOES THAT WORK

..?



TRANSPORTATION WITHOUT DETERMINATION HOW IT WILL LOOK

• XML, RSS and JSON are standard which are describing data • They are classifying data • Apps can read this data and they are defining how it will look

This is an image This is a headline

This is a video

This is an audio file



USE IT TO MOVE YOUR CONTENT IN BOTH DIRECTIONS



YOU CAN SEND IN ALMOST ANY DIRECTION



HMM, BUT I AM NOT A CODER. HOW SHOULD THAT WORK

..?



USE WORDPRESS AS THE CMS FOR YOUR WEBSITE

• Test it free of charge • Get your own domain for 17$ • Build in web services • Endless layout and themes • Free plugins to integrate with social

networks and almost any other service

• Search engines love Wordpress



RESPONSIVE WORDPRESS THEMES ARE NOT COSTLY



WORDPRESS PLUGINS LET YOUR CONTENT MOVE



VIDEOS CAN BE EMBEDDED INTO YOUR SITE



VIDEOS CAN BE SYNCED WITH YOUR SOCIAL MEDIA



AUDIO FILES CAN ALSO BE SYNCED



PINVOLVE SYNCS INSTAGRAM WITH FACEBOOK



BANDPAGE SYNCS EVERYTHING WITH WHATEVER


https://www.youtube.com/watch?v=dOkq5-Ml7v4































































THIS IS HOW YOU BUILD A STRONG ECOSYSTEM



HOW CAN YOU GAIN AWARENESS & HOW DO YOU GROW

..?



ADD VALUE. QUALITY RATHER THAN QUANTITY.



CREATE CONTENT THAT PEOPLE REMEMBER


https://www.youtube.com/watch?v=mYIfiQlfaas































































USE MAILCHIMP TO RUN YOUR OWN NEWSLETTER

• 2000 subscriptions free of charge • 12.000 mails per month free • Web based: no installation • Bullet-proofed templates • Statistics • No coding needed • Wordpress integration • Social media integrations



HINT 3: INDICATE THE EXISTENCE OF THE NEWSLETTER & WEBSITE

In TV shows In radio shows

In press releases In social media

At events



THEN START SLOWLY. AND DON’T GIVE UP DIRECTLY.


THANK YOUFind more workshops on www.dietrichpflueger.com

http://www.dietrichpflueger.com

2014 how to build your own digital ecoystem

Marketing

dietrich pger dietrichpu

target group

conceived brand

digital home

digital ecosystem

consistent brand experience

digital toolbox

audience core brand