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Building Your Digital Brand Using Social Media
Building Your Digital Brand
Using Social Media
panelpicker.sxsw.org
learn@maremelinstitute.com
@maremel
Rethinking Focus: Super Fans
Do you thrive on your 90% or 10%?
Focus and Question: How to make abundant money off of 10% of your fans
67 cents, .02 cents, or $100 each for VIP relationship
Example: Wedding Music
E.g. - weddings -- how do wedding planners make decisions?
- Better -- do research as if a wedding planner on the web
- Listings
- Search
- Reviews
- Free samples
BandCamp: Direct Sales and Lists
Competition
TMI?
So What Do I Do Now?
Tunezy
Who Influences Your Fans?
Next Steps:
Spy and Research
Usual thought: Artistic
Think instead: Tastemakers
Who are the filters in your space?
Who decides?
Who do customers listen to?
Where do customers GO for information?
Tixie: Give Away Last-Minute Tickets
Finding New Fans in the Wild
Who is your “Amy”?
Nielsen SoundScan: Signing Up to Be Counted
Compete.com
http://titlereg.soundscan.com/soundscantitlereg/
Spur Your Superfans
SocialBro.com: Even Time of Day
Quantcast.com
Compete.com:
Comparatives
Spend More
Love More
Flickr/Mike Licht, NotionsCapital
Quantcast: Over/Under Indexing
Google Analytics: Data Under the Hood
Example: OK Go
Next Big Sound
Overlapping Audiences:
Not Just Your Information
New Ecosystems:
Integrating Re-Aggregators
Increasing
Fan Engagement
Why To Use Which in the Sales Funnel
Researching Your (and Others’) Fans
Real Flows of
Digital Music
Today
Awareness
Tools
Connections
- Next Big Sound (nextbigsound.com)
- Across all platforms
- Quantcast.com
- Sample demographic over/under-indexing
- Compete.com
- Yours + similar demographics
- SocialBro.com
- Yours + overlapping Fans/Superfans
- Google Analytics
- Your web sources and activities
Action
Flickr/Leo-seta
64% of Digital Music in US; no detailed data to user
Listening to
Your Fans
Some Big Online Music Voices
Tools
Techniques
ComScore Media Metrix, June 2012
Flickr/Menage a Moi
Building your Brand with Social Media Tools
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