your sister's canary
TRANSCRIPT
YOUR SISTER’S CANARY- MEDIA PLAN 2011
By: Rachel A. Adler
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Music Channels
Chart Shows
Record store
Mate’s Recommendation
Music discovery Used to be…
Gigs
Radio
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Music Channels
Chart Shows
Record store
Mate’s recommendation
Music 2.0 Discovery
+Gigs
Radio
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WHAT HAS CHANGED..
Music 1.0 was a production line with few distribution channels
Music has always been a social glue its just this has been amplified by the new social tools
In a world where your audience has access to an unlimited source of music why yours?
Its not only about the end product but also the shared experience of the process
It is that shared experience that creates a bond that inspires loyalty
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THE PROCESS:Artist
Artist
Fans
Previously the record label was part of the closed channel to push promotion and music to your fan base. Now through social media the artist and fanbase enjoy a two way conversation and exchange of music
Record Label
Social Media
Fans
Mono Media Channels
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GENESISIn 2006 the music landscape changed
Following on from The Libertines innovative approach to using social media; giving their music away for free, chatting with fans directly through forums and asking their hardcore to go advocate elsewhere…
The Arctic Monkeys achieved two number 1 singles with their first two releases, the fastest selling debut album of all time. Whatever You Say I Am was released in January and clocked up sales of 360,000 and outsold the rest of the top 20 albums combined in its first week.
The previous holders Hear’Say, the ultimate manufactured band, through a TV show vehicle and extensive marketing to average TV audiences of nearly 10 million for several weeks.
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ARCTIC MONKEYS CASESTUDY:
They gave their songs away for free by posting them on Myspace
The name Arctic Monkeys began to spread on chatrooms across the internet.
Their fan base grew as times and dates of gigs posted online enabled the group’s followers to turn up, who already could sing every word to their songs.
The band’s demos began to sell in large quantities on Ebay and they were finally picked up by a major label.
“Physical product has its place, but using the internet is a faster way of searching for and validating talent.” Jac Holzman of Cordless Records,
It is the sheer volume of physical music sales that has been the most startling feature of the Arctic Monkeys story. With so many of their songs available for free on the internet, it might have been expected – particularly by those music business executives who believed the internet and piracy would be the death of the recording industry – that they would achieve lacklustre CD sales. But it would appear that the generosity of the group - allowing their content to be heard free of charge online, has been rewarded by their already fiercely loyal fan base.
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A QUICK INTRO TO SOCIAL
MEDIA SCIENCE…Connectors - These people seem to know everyone. By merely knowing so many people, if an idea comes across to them, they’ll be able to spread the word to all the people they know. Mavens - These people accumulate knowledge and seem to have detailed information on the newest product, or the newest thing AKA the ‘early adopters’. Salesmen - These people convince us to use the a product or a website or try something out.
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ARCTIC MONKEYSMavens who passionately follow emerging music trends (Remember the characters played by John Cusack and Jack Black in the movie, “High Fidelity?") began spreading the word about the band in August.
True to form, nobody heard them because mavens don't know anybody. In October, the next level of mavens caught wind of the band, but still the excitement stayed contained to a relatively small number of music geeks.
But in mid-January, something happened that helped the Arctic Monkeys absolutely explode. The connectors finally were exposed to the band. The mavens were finally being heard.
After all, the ultimate mavens of this decade most surely are blogging about their passions and interests. They may have a relatively tiny sphere of influence compared to a columnist with a daily newspaper, but the blogging maven is far more likely to identify trends within their area of expertise.
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ARCTIC MONKEYS:Discovery Period: period leading up to the January
Tipping Point: Start of February. This coincides with the "discovery" of the band by the ultimate connectors: the mass media.
The revelation is the mavens began to lose interest as soon as the mass media began to get a clue. Once discovered, the Arctic Monkeys lost their sizzle. They were no longer the next big thing, they were the big thing.
The lesson: You must foster the support of the small, typically insulated and not particularly social group of mavens who are the experts in your marketplace. Only by earning their passionate support will you gain the credibility needed to convince the connectors -- the mainstream media -- that you're for real.
All these ebbs and flows are driven by a combination of maven passion and connector confidence. Unfortunately for the Arctic Monkeys, the Technorati graph clearly indicates the mavens have moved on to the next big thing. They have deemed the Monkeys to be mainstream even before most of America has heard of them and in the midst of intense media interest painting them as the breakthrough band of 2006.
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RECENT HEADLINES:Radiohead ditch their record label EMI
They then sold their next album ´In Rainbows’ exclusively through their website where fans could name their price
NIN give away album for 100% free and received $1.6 million from album sales
The band even uploaded their album themselves to file sharing sites like Bit Torrent
The average teenagers iPod has 800 illegally downloaded tracks
Around 63% - download music over P2P networks. 42% allow others to upload music from their hard drives - the same hard drives that 58% of them are swapping with their friends
Four out of every ten social network users have music embedded music in their personal profiles, rising to
65pc among teenagers
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CONTENT MARKETINGGoal:
Not to develop all the content in a particular segment, but be the “editor” in a market and present people the best content in that market or that topic. Be the enabler of the information they are looking for.
The Payoff: You position your brand as the trusted content provider, bringing your customers the information they need, much like Google does. The difference is, you are weeding out the irrelevant content for them, saving them time and directing them immediately to valuable information.
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CONTENT MARKETING CONT…
Examples: Alltop, called the digital magazine rack, provides relevant groupings of blogs and news sites on almost every subject imaginable.
Looking for jazz news? Go to http://jazz.alltop.com/.
How about music news at http://music.alltop.com/?
Newser, a news-filtering site, has created the same concept, with a twist. They take their news from outside sources, but develop a custom abstract of the content so that readers can get to the information they want more easily. It’s sort of a CliffsNotes for news.
Turn Up the Volume: Develop custom Twitter accounts to distribute the information as it enters your filter site. Create a voting tool within the site so customers can tell you what sources they like best. Better yet, be sure customers can help refine the tool by including their own recommendations.
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THE DIGITAL MAGAZINEMany marketers who hear “digital magazine” think about a PDF that can flip pages. Don’t let the term fool you. A digital magazine, done correctly, can be a true interactive experience. Some, like the Mercedes-Benz example, look like a video portal. Others, like KLM’s I Fly magazine, is an interactive experience shaped like a magazine (http://www.iflymagazine.com/). KLM mixes sleek design, high-impact video, sound/music and expert stories in the hopes of engaging KLM customers in ways that advertising simply cannot.
There is nothing you can’t do with a digital magazine, but you may ask, why digital magazine over a Web site? Actually, some consumers still like the “feel” of a magazine in an online environment. If that speaks to your customers, a digital magazine may be for you.
A digital magazine is also excellent for those brands that already create a print version. It gives you the ability to reach more customers and prospects, including international readers, as well as those customers you may not know about yet. It also gives you the opportunity to take your stories through to the next level, with integrated video or audio interviews.
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TWITTERI’ve mentioned Twitter quite a bit in this report. For those of you who may be new to Twitter, it’s a micro-blogging platform where you are supposed to answer the question “What are you doing?” in 140 characters or less. Each Twitter account gets “followed” or follows others, much like “friending” on MySpace or Facebook.
The key to Twitter success occurs by not answering the question “What are you doing?” Who wants to hear about what you just put in your coffee or what you ate for breakfast?
Success comes from simply being helpful. Continually include helpful tips, tricks, information, relevant thoughts, etc., for the people you are trying to talk to.
In that respect, the opportunity is there for any brand trying to target a certain kind of passionate music lover. Let’s say you’re trying to target hip-hop fans. If so, start an account (from your brand—clearly noted) that provides up-to-date information about the world of hip-hop. Could be great articles, interviews, performance dates, celebrity news, and more.
TWITTERShare what you are doing: post links, take photos
Tell us what's happening
Share your info and other people info
You can ask questions and seek advice
Look for those who talk about you via the Twitter research function, follow them and answer their questions
If you also use a private Twitter, you can send special offers to your followers
Update in case of problems (site not working, gigs problems, etc.)
Launch a contest Have a look on @noushskaugen Twitter (1,2 millions of followers!!). She is a DIY unsigned artist. In her article, she talks about Twitter, social media and connecting with fans.
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YOUTUBE9 out of 10 videos researched on Youtube are music videos. That shows a real public interest for those kinds of videos. Also, 60% of Youtube traffic comes from a Player Embed.
Try to create a channel and upload videos frequently. Not necessarily video clips, but videos like you in a studio recording, touring, rehearsing, etc. Talk to your fans and get someone to shoot a video of you backstage or even at home. Not necessarily you, singing on and on...
Make sure you don't prevent your videos from being shared. Big mistake if you do! It's crucial to let your viewers interacting and embedding your videos. Shall I remind you the huge mistake EMI made by blocking RAD ✪ INTEGRATED MEDIA©™
YOUTUBE 2Use the most relevant key words with the video name. DO NOT FORGET to write “video”. The most important info you will give is lodged into your title because the research engine word used by people includes “video”. The result will come up faster.
Coming next is the video description which is as relevant for the research engine as the title. Key words are the key! And of course you will use your website URL or FB fan page right at the beginning.
Take advantage of writing directly on the video: notes, subtitles, descriptions and links. At present, you can only click on links that will send you towards another Youtube link. However you are very welcome to try something different. Of course, you have incorporated a link at the beginning of your description...
Install a call to action button on your video that shows: “click here to become a fan on our FB page”, and the viewer goes to your site...
Tag your video with key words. I mean significant key words.
Invite people to join. Activate the option diffuse and share on each video.
Do not hesitate to post your videos as an answer to the most popular videos.
Watermark your videos (place a tiny translucent logo in the corner of the video). Very easy with the help of a video soft editing. Why? Because it's your video. It's your symbol, your brand. So show it!
Youtube Insights is the Youtube analysis data, so use it. It will give access to demo info, time spent, number of views, or when your video viewing was left. RAD ✪ INTEGRATED MEDIA©™
ITUNES
6 ways to be noticed on iTunes:
Creating an Imix (playlist)
Marking your Imix
Commenting your Imix
– Bringing it up regularly
– Writing album reviews
– Doing covers
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HOT SITES TO BE ON• What tools can help:
– FB Insights: You will know what your fans do on your Fan Page. You will be aware exactly of your impression numbers at specific times. It’s like segmenting per gender, age, country of your fan. To know more: FB FB Insight • FB Insight is alright, but in comparison to Google Analytics, it won’t get you far
since those Stats are only about fans. So, if you are not afraid to get your hands into the dirt, you will use Google Analytics to analyze your FB stats. Yep, it’s possible. Follow the guide
– FanBridge: Regarded as the best email management tool at present. You’ll be able to appreciate its real efficiency on your email campaigns. Who opens them, who clicks on links, who forwards… Service charged!
– ReverbNation: Regarded as the second best email management after FanBridge. It gives you a sort of stats summarize when you log on your account. You will access “All Areas”: how many new fans, daily listenings, widgets uses…
– Next Big Sound(free): This free of charge service will track down how millions of fans interact with your music on a daily basis. They will keep a record on the number of plays, views, comments, mentions, etc. on over 400 000 FB, MySpace, Last.fm, Twitter artists… On the top of it, Next Big Sound will send you daily emails to let you know what’s up around you. 20
– Band Metrics: Gives the opportunity to groups / labels / managers to identify its fans, measure their regularity and commitments as well as identifying new markets, tracking down online radio listening and discovering new hypes…
– Sound Cloud: Online platform. For stocking, saving and sharing your tracks. It also offers widgets as well as gives you access to stats in regard of your tracks.
– Tumblr- Large following, huge audience and if they dig it they will reblog it.
• There are many more to try (which I am at present). You will quickly see how you’ll get excited about your stats on your site, charts about your visitors.
CONCLUSIONS:• Social media's only threat is to record labels
because it has made them redundant
• You have to make your music free with the option to ´pay what you want´ as otherwise people will find a way to obtain it for free anyway
• If people like the music they will pay
• Your music is now in many ways the marketing collateral for YOU the brand.
• Money is recouped through tours, merchandise & ´pay what you want´ micropayments.
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TYPICAL BRAND COMMUNITY DIALOGUE STRATEGY
1. Identify Community Emotional Needs
2. Develop community personas
3. Concept ´tools´/ ´ideas´to fulfil desires
4. Develop a key message
5. Choose best media channels / partnerships
6. Craft feedback loop for learning
7. Develop rapid response mechanisms to customer feedback
8. Use consumer feedback to deliver innovation
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BEST APPROACH
1. Discover 2. Build 4 & 6. Engage 3. Join
5. Listen
Feedback Loop
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SUMMERY• Obviously there are many
more ideas that can help you tell your story to music fans. Blogs, podcasts, eBooks, eNewsletters, and more all play a part and can be used with any of the ideas we’ve presented.
• The goal here is to realize that the marketing of today and tomorrow begins and ends with direct communication with customers through authentic stories—stories that make sense to your brand and your customers.
• Five years from now, this will be the rule and not the exception, but for today, the opportunity is yours. STRIKE WHILE THE IRON IS HOT.RAD ✪ INTEGRATED MEDIA©™
ABOUT THE AUTHORMINI BIO
• Rachel Adler is currently a senior at at The Jay & Patty Baker Business School SUNY Fashion Institute of Technology where she will be obtaining her bachelors of science in Direct & Interactive Marketing. She has a love for social media marketing and mingling. With her vast knowledge on everything she is great at getting the job done and then some. She truly loves what she does.
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