taylor swift: a star in digital media
TRANSCRIPT
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• Born in December 13, 1989 (age 24)
• Started a career in country music at the age of 14
• Became the youngest songwriter ever hired by the Sony/ATV Music publishing house.
• Received the Best New ArKst nominaKon at the 2008 Grammy Awards.
Taylor SwiN Singer-‐songwriter and actress.
A DIGITAL MEDIA STAR
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The Digital BUZZ
Release her album 1989 on 27 October and created a huge BUZZ online with her album release
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What’s The Story?
• Her official hashtags #TS1989 and #taylurking garnered 700K tweets
• Reach 4 billion social users in less than a week
• Sold 600,000 copies of 1989 in the first 24 hours of its release
• PredicKon: The first PlaKnum album of 2014 within the first week of launch
• Strike a chord with fans—using social, mobile, and digital to keep consumers engaged with her brand.
THE BUZZ
THE SALES
THE RECIPE
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Create Hype on Social Media
• Two days before launch share behind the scene stuff
• 527,476 Likes
• 6,114 Comments
Tip 1: Nurture your leads with trials, samplings, workshops etc. until they are ready to make a purchase.
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Partnership To Increase Exposure
New York’s Tourism board + Taylor Swi6
1989 Album + Target Red Tour album + Diet Coke
Tip 2: The right alliance can help differentiate your brand, add value to customers & create new revenue
.
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• Less than a week in SpoKfy, “Shake It Off”
• Over 63 million plays.
• Became No. 1 in SpoKfy charts in the US, UK, Singapore, Australia, Germany, Canada etc.
Target Relevant Channel
Tip 3: Target your audience using the right content and communication channel.
63,070,875 plays
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• Shake It Off launched on August 18th – 216,533,694 million views on YouTube aNer two months.
• Today: 432,251,335 views (Ranked #8 globally in 2014)
Be Creative With Your Brand
“Shake It Off” with Taylor SwiN WATCH IT FIRST >>
Tip 4: People love stories. Build a story around your brand and tell it with creativity.
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Be Fun & Get More Shares
SwiN capKoned, "I'm kind of rethinking the album cover.” Results: 30,000 Shares
Sep 24, a vintage photo of Taylor posted on Tumblr
Sep 25 in NYC
Tip 5: Influence your customers by being more creative & empathic & increase brand (Like)ability & Share.
A young fan did a vine video wearing the same print &
post it on #TS1989
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“Secret Sessions” in NY & London
Tip 6: Build scarcity into your marketing strategy. Make your customer feel special. Eg. limited edition product
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Engage More To Persuade More
Tip 7: Find more ways to put your fans at the center of your marketing strategy.
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Shout Out The Authority
Tip 8: Include influential persons for your testimonials. Authority in social media gives brand added credibility.
Abigail Breslin
Sarah Hyland
Lorde
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Thank You The informaKon for this presentaKon is based on inspiraKon and research materials from many online sources including but not exclusive to #TS1989, #taylorswiN13, instagram.com/taylorswiN, www.taylorswiN.com, taylorswiN.tumblr.com and Caitlin Greenwood’s blog.