Fan clubs street teams

transcript

Website,Street Team, & Fan Club

Strategy

EIS 2350

Thursday, April 4, 13

The Hub

• News / Blog

• Biography / About

• Tour Dates (with TICKET LINKS)

• Music / Lyrics (lyrics are the #2 search result for artists)

• Photo / Video

• Community (social network integration)

• Store

Artist Official WebsiteWhat Should It Contain?

a list for a test?....

Why a Website?

You cannot step twice into the same river; for other waters are continually flowing in. -- Heraclitus

Why a Website?

You cannot step twice into the same river; for other waters are continually flowing in. -- Heraclitus

What happens on your site, lives on forever. What happenson social media washes away moments later.

Artist Official Website

• BandZoogle (http://www.bandzoogle.com)

• FourFour (http://www.fourfour.com

• Wix (http://www.wix.com)

• Tumblr (http://www.tumblr.com)

• WordPress, Drupal (open source... “free”)

• BubbleUp, Ground(ctrl), SparkArt (proprietary)

How Do I Build It?

YOU OWN

THEY OWN

UI | UXUser Interface || User Experience

• Finding stuff on a website is PARAMOUNT to converting a casual fan to a rabid fan (and to monitization).

• Content Layout

• “Above The Fold” - any content that does not have to be scrolled or clicked on to find.

• Javascript / HTML5 | Flash (BOO!)

Analyzation

Shout Out an Artist Website... Let’s rip em apart!

Some ExamplesGood & Bad

Miranda Lambert

Miranda LambertJimmyBuffett

Some Examples

Fan Base

Fan BaseFans That Will Buy An Album

Fan BaseFans That Will Buy An AlbumFans That Will Buy A Ticket to

A Show, And Buy Merch(along with an Album)

Fans That Will Activate

New Fans and

Market onBehalf of the Artist.

(Street Team)

New Fans and

(Street Team)

New Fans and

(Street Team)

Fans that Will do ALL those

Things PLUSPurchase Premium Access

to a Fan ClubSUPER FANS!

New Fans and

(Street Team)

Fans that Will do ALL those

Things PLUSPurchase Premium Access

to a Fan ClubSUPER FANS!

The Further You Go “in” the Smaller Your Target Audience

Shown Differently

Why This OccursPain Response due to Detachment

As much as you LOVE the ArtistThere is an equal PAIN response by not being able to Engage

By becoming part of a Community (Street Team or Fan Club)You “feel” CLOSER to the Artist

Why is..“Making the Connection” important?

Once We Have An Army...

Street Teamsa street team is a group of fans that volunteer to support the artist in exchange for recognition, community stature, prizes, and/or just to give back

Street Team

• Music is Communal

• They’re De-Centralized

• Cost Effective

• Extra Set of “Arms & Legs”

Why Put Together a Street Team?

Street Team

• Communication

• Incentivize

• Points? (make it competitive)

• Meet & Greets

How Do You Keep Them Active

Street Team

• Communication

• Incentivize

• Points? (make it competitive)

• Meet & Greets

How Do You Keep Them Active

Street Teams should run organically and be “Guerilla Style” marketing... They Should not come at great

expense to the Artist.

Street Team

• status updates/song sharing/retweets

• message board postings/community interactions

• reddit.com/r/listentomusic

• Awards show voting

• song/album reviews

• radio requests

• flyering/postcard hand-outs

• hosted parties & special events

What Do I Ask Them to Do?

Examples

Fueled by Ramen

Fan Clubs

• "exclusive content"

• members-only forums

• merchandise (t-shirts, photos, etc)

• contests/giveaways

• video "extras" opportunities

• meet and greets

• TICKETS!

What’s in a Fan Club?

Fan Clubs

• Do you want to PROFIT from the Fanclub?• Free (Taylor Swift)• Paid (Terri Clark)• Freemium - Free with an upsell later

How do I set one up?

You’re going to want a “Professional” for this...

Examples

Summary

• What is your REVENUE per Visit?• What is the COST of getting a Visitor?• Is there a VIRAL co-effecient?

• (This is where Street Teams become critical)• What are the total Members / Users (analytics)?• What’s the response to Permission Based Marketing?• Is there Growth?

How do you Measure Success?

Fan clubs street teams

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