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University of Lincoln 12 th November 2014 Susi O’Neill Digital Consultant Digital marketing And the music entrepreneur
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University of Lincoln
12th November 2014Susi O’Neill
Digital Consultant
Digital marketingAnd the music entrepreneur
Digital marketingAnd the music entrepreneur
1. Trends in digital marketing2. Independent music research3. Digital-first music marketing
About me
About me
Trends in Digital Marketing
1. Web 1.0 > Web 3.0
“young people prize access over ownership” – Sheryl Connelly, Ford
Image
Mobile First
57% of UK use mobile phone to access internet, 8%+ annual increase (Ofcom 2014)
Modular, customisable systems
Proprietary Systems
Customisable web
Geocities (1994-2009)
Customisable > Standardised Web
MySpace (2003-present)
Standardised web
Facebook (2004-present)
Rise of the digital native
Prosumer (Consumer as producer)
People Power
Source: Altimeter
Photo
Globalisation
The adoption curve
Digital marketing adoption
Augment &virtual reality3D
Mobile appsPervasive computingCloud computingProsumers
Social marketingWeb 2.0Rich media content
E-commerceEmail marketingWeb accessibilityOnline supportSearch marketing
WebsiteE-Brochure
“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow
Old media: lean back
New media – lean forward
Web 1.0
Marta Strikland
From direct to personalised marketing
David Wilcox, The Social Reporter
The Celestial Jukebox
Signal to noise ratio
“The Paradox of choice” – Barry Shwartz
Tastemakers
Navigating the data overload
Tastemakers Gatekeepers
Navigating the data overload
Tastemakers Gatekeepers Curators
Navigating the data overload
1. What are the opportunities and challenges for independent music micro businesses in using digital distribution and marketing?
2. What skills, business models and strategies do they need to survive in the digital economy?
MA Media Enterprise Research (2009)
KUTIMAN THRU YOU
The changing value of copyright(and copyleft)
Music fans: pyramid of engagement
Music fans: pyramid of engagement
1000 True Fans (Kevin Kelly)
The future
A million artists and a million labels? Chuck Norris
Digital-First Music Marketing
music creates self-identity — which, in turn, creates something much more valuable: community David Hahn (@davidjhahn) 2013
Create a community for your music
Creating media/ content around your music
Campaigns across media (video, live, album, email, social) – ‘song a day’, ‘video a month’ (e.g. Weird Al Yankovic US No1 album)
Get your community actively involved (voting, winning, collaborating)
Video to music/media:Vlog brothers
Alternative value and distribution models
Direct to fan:- Nine Inch Nails- Jake Shillingford- Amanda F**ing PalmerPledgemusic / Indie Gogo etc.Bandcamp
Cultivating fans in the customer journey
Gigs/ radio/press/social
Downloads/headline gigs
Social following/mailing list
Album sales
Recruit other fans
Survival skills
Data management:- CRM (customer data)- Analytics
Marketing:- Content marketing tactics for fans- Sales funnel: awareness to true fan
Music:- Make good music that defines its own purpose
Thank you
Susi O’Neill, Digital Consultant
Download from: www.slideshare.net/susioneill
Twitter @susioneill
email: [email protected]
