HELLO NEW YORK #PATREON - Webcomics.com€¦ · Effective marketing strategies: 1. Bring your...

HELLO NEW YORK #PATREON

AGENDA Framing Membership

Membership Tier Strategy

Initial Marketing Strategies

#PATREON

Patreon On Tour © Patreon 2018

GOALS You have 1 action to improve your membership

You have more insight in to some of the best practices for membership

You get to know the Patreon team!

© Patreon 2018 Patreon On Tour

Brief update on Patreon!

70,000 active creators

$150 million in 2017

130 Patronauts working on this

problem

40+ categories of creators on

our platform


Membership Overview

MEMBERSHIP OVERVIEW


Patreon is a membership platform that makes it easy for creators and artists to get paid

© Patreon 2018

Membership Overview

Patreon On Tour

Membership allows creators to turn a community of their most passionate fans into paying subscribers in exchange for

additional access, exclusivity, and engaging experiences.

© Patreon 2018

Membership Overview

Patreon On Tour

Dissecting the membership conversion funnel


Membership Overview

Total Addressable Audience

Fans

Followers

Members

Membership changes the way in which you engage with your fans

© Patreon 2018

Membership Overview

Patreon On Tour

Patrons become members because they are

support-motivated AND benefit-motivated

© Patreon 2018

Membership Overview

Patreon On Tour

What value do you, the creator, receive from driving a membership initiative?

© Patreon 2018

Membership Overview

Patreon On Tour

SUSTAINABLE INCOME

FINANCIAL / CREATIVE

INDEPENDENCE

GROW THE TEAM

DEEPEN RELATIONSHIPS

WITH FANS

MORE / BETTER CONTENT

MEMBERSHIPTIER STRATEGIES


Membership requires investment!


Membership Tier Strategies

ACCESS & INSIGHT

ENGAGEMENTDIGITAL OFFERS

PHYSICAL OFFERS

FAN RECOGNITION

Top benefits that drive success



Most creators offer exclusive content, early access, or physical goods

Benefits best practices:

1. Offer exclusivity!

2. Create community through naming patron groups

3. Appeal to the masses

4. Provide short and long-term incentives

5. Provide fan recognition at every tier

6. Provide recurring value through your benefits


Marketing Strategies

Elephant in the room…How do I price benefits?



Pricing Framework:

Price = Impact + Effort

Impact is a function of your audience and Patreon’s observed best practices

Effort is a function of your creative process, time, energy and investment



Patreon product initiatives to improve impact and reduce

effort of membership benefits



LensExclusive

Exclusive Mobile Videofor Patrons



Wordpress Integrations

Open exclusive experiences on your native website for patrons

Out Now



Merchandising

Offer exclusive merchandise, discount codes, etc. to Patrons

Out in 2018



Financial Return = (Patron Count * Membership Tier Value) -

Cost to Fulfill


Benefits Fulfillment & Financial Returns

Patreon product investments to reduce the cost of fulfillment

(aka effort)



Benefits Fulfillment

In progress



Patreon Platform Integrations

Out now!patreon.com/apps



MARKETINGSTRATEGIES


Your fans are used to engaging with you in a “free” manner…



Your fans are used to engaging with you in a “free” manner…



In reality, paid for by ad revenue and their eyeballs

Shifting that consumer behavior requires direct education from

the creator to their fans



Two important data points



YOU recruit patrons



How did you hear about the creator you pledged to?

Post-pledge Patron survey, 2017

Effective marketing strategies:

1. Bring your audience “along for the ride”

2. What value does membership bring to the fans

3. Emotional connection to you as the creator

4. Directly speaking to your audience

5. Teasing the benefits behind the membership “paywall”

6. Creating compelling events and a call to action



Social media is a major driver in creator page traffic but not the only driver



Traffic from social referrers

Other traffic

~40%

Effective marketing avenues:

1. Website

2. Fan Forums / Communities

3. Email List / Newsletter

4. Social Media

5. Press Outreach

6. Events (e.g. shows, conventions)

7. Paid advertising

8. Collaborations / Shout Outs

9. Phone Calls





How often is appropriate to discuss the membership

program?



CASE STUDYScience MomIdentifies her objectives

Highlights the benefits of membership

Makes the ask consistently

Highlighting the community

Evaluated her rewards

Shifting the mindset to a membership

Broadcasts through multiple vectors

Patron Count = Total Audience * Conversion Rate



Ways in which to expand your membership success:

1. Increase conversion rate of existing audiences

2. Expand “top-of-the-funnel” audience size



Marketing PlanningPlanning





Building a baselinePlanning

THANK YOU!#PATREON

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