Website,Street Team, & Fan Club

Strategy

EIS 2350

Thursday, April 4, 13

The Hub

Thursday, April 4, 13

• 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?....

Thursday, April 4, 13

Why a Website?

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

Thursday, April 4, 13

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.

Thursday, April 4, 13

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

Thursday, April 4, 13

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!)

Thursday, April 4, 13

Analyzation

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

Thursday, April 4, 13

Some ExamplesGood & Bad

Miranda Lambert

Thursday, April 4, 13

Some ExamplesGood & Bad

Miranda LambertJimmyBuffett

Thursday, April 4, 13

Some ExamplesGood & Bad

Miranda LambertJimmyBuffett

Thursday, April 4, 13

Some ExamplesGood & Bad

Miranda LambertJimmyBuffett

Thursday, April 4, 13

Some ExamplesGood & Bad

Thursday, April 4, 13

Some ExamplesGood & Bad

Thursday, April 4, 13

Some ExamplesGood & Bad

Thursday, April 4, 13

Some ExamplesGood & Bad

Thursday, April 4, 13

Some Examples

Thursday, April 4, 13

Some Examples

Thursday, April 4, 13

Fan Base

Thursday, April 4, 13

Fan Base

Thursday, April 4, 13

Fan BaseFans That Will Buy An Album

Thursday, April 4, 13

Fan BaseFans That Will Buy An Album

Thursday, April 4, 13

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

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

Thursday, April 4, 13

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

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

Thursday, April 4, 13

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)

Thursday, April 4, 13

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)

Thursday, April 4, 13

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)

Fans that Will do ALL those

Things PLUSPurchase Premium Access

to a Fan ClubSUPER FANS!

Thursday, April 4, 13

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)

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

Thursday, April 4, 13

Shown Differently

Thursday, April 4, 13

Why This OccursPain Response due to Detachment

Thursday, April 4, 13

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

Thursday, April 4, 13

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

Thursday, April 4, 13

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

Thursday, April 4, 13

Why is..“Making the Connection” important?

Thursday, April 4, 13

Once We Have An Army...

Thursday, April 4, 13

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

Thursday, April 4, 13

Street Team

• Music is Communal

• They’re De-Centralized

• Cost Effective

• Extra Set of “Arms & Legs”

Why Put Together a Street Team?

Thursday, April 4, 13

Street Team

• Communication

• Incentivize

• Points? (make it competitive)

• Meet & Greets

How Do You Keep Them Active

Thursday, April 4, 13

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.

Thursday, April 4, 13

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?

Thursday, April 4, 13

Examples

Fueled by Ramen

Thursday, April 4, 13

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?

Thursday, April 4, 13

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...

Thursday, April 4, 13

Examples

Thursday, April 4, 13

Examples

Thursday, April 4, 13

Examples

Thursday, April 4, 13

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?

Thursday, April 4, 13