2014 how to build your own digital ecoystem
TRANSCRIPT
![Page 1: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/1.jpg)
HOW TO BUILD YOUR OWN DIGITAL ECOSYSTEM
A workshop for musicians about digital self marketing by Dietrich Pflüger (2014)
![Page 2: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/2.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 2
DEFINITION: DIGITAL SELFMARKETING
• Selfmarketing or personal branding is the practice of people marketing themselves as brands.
• Digital Selfmarketing is the sum of digital marketing tactics to do that.
![Page 3: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/3.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 3
BUT WHAT ACTUALLY IS A BRAND
..?
![Page 4: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/4.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 4
YOU NEED TO CREATE A UNIQUE ARTIST BRAND
Relevance
Describes the personality of an artist
Identity
Distinctness in comparison to
other bands
Difference
Functional and emotional
empathy of the audience
Core Brand
![Page 5: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/5.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 5
LET’S USE A VERY UNIQUE EXAMPLE: DIE ANTWOORD
Click play to see the video!
![Page 6: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/6.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 6
THEY SEEM TO BE A WELL CONCEIVED BRAND
Click play to see the video!
![Page 7: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/7.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 7
THE CORE BRAND OF DIE ANTWOORD
Relevance
Identität Differenz
1,549,061 Facebook likes 242.330 YouTube follower
53+ Mio. video plays 166 Tsd. Twitter follower
Background Appearance/Clothes
Music Style
White ZEF freaks from South Africa, mix of techno + hip hop
![Page 8: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/8.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 8
BUT WHAT IS THEIR TARGET GROUP
..?
![Page 9: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/9.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 9
THIS IS HOW YOU CAN DISCRIBE IT
Voyeurs
Creative
ZEF-Fans
Techno FansHip Hop Fans
Early AdopterBetween 20-40 Jahre
![Page 10: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/10.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 10
WHERE ARE THE TOUCH POINTS WITH THIS TARGET GROUP
..?
![Page 11: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/11.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 11
FIRST AND FOREMOST IN SOCIAL NETWORKS
![Page 12: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/12.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 12
THIS IS WHY THE BAND FOCUSES ON SOCIAL MEDIA
Webseite
![Page 13: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/13.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 13
BUT THAT’S NOT ALL. THERE IS AN CONCEPT BEHIND IT
• Be where your target group is • Create a consistent user experience across all touch points (brand recognition) • Position your website as the center of the eco system.
• It should be the most relevant destination. • This is where you are able to control all aspects of the fan contact
• Social Networks as satellites
![Page 14: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/14.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 14
LET’S SUMMARISE
• Create a clear brand identity • Know your target group • Be where your target group is • Create a consistent brand experience (look and feel, tonality) • Use your website a your digital home and social networks as satellites
![Page 15: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/15.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 15
BUT ISN’T THAT TIME CONSUMING
..?
![Page 16: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/16.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 16
HINT 1: CREATE YOUR DIGITAL TOOLBOX
![Page 17: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/17.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 17
STRUCTURE YOUR DATA
• Images • Videos • Text
• Discography • Biography • Press releases
• Music/Product • Management & Administration • Webdesign • Backups
![Page 18: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/18.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 18
SAVE YOUR DATA IN THE CLOUD
Use services like Dropbox • 2 Gigabytes free of charge • Synchronise your data • Share content with stake holders
![Page 19: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/19.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 19
HINT 2: LET YOUR CONTENT MOVE AROUND
![Page 20: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/20.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 20
MACHINE LANGUAGE HELPS WITH THE AUTOMATION
![Page 21: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/21.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 21
HOW DOES THAT WORK
..?
![Page 22: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/22.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 22
TRANSPORTATION WITHOUT DETERMINATION HOW IT WILL LOOK
• XML, RSS and JSON are standard which are describing data • They are classifying data • Apps can read this data and they are defining how it will look
This is an image This is a headline
This is a video
This is an audio file
![Page 23: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/23.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 23
USE IT TO MOVE YOUR CONTENT IN BOTH DIRECTIONS
![Page 24: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/24.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 24
YOU CAN SEND IN ALMOST ANY DIRECTION
![Page 25: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/25.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 25
HMM, BUT I AM NOT A CODER. HOW SHOULD THAT WORK
..?
![Page 26: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/26.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 26
USE WORDPRESS AS THE CMS FOR YOUR WEBSITE
• Test it free of charge • Get your own domain for 17$ • Build in web services • Endless layout and themes • Free plugins to integrate with social
networks and almost any other service
• Search engines love Wordpress
![Page 27: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/27.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 27
RESPONSIVE WORDPRESS THEMES ARE NOT COSTLY
![Page 28: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/28.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 28
WORDPRESS PLUGINS LET YOUR CONTENT MOVE
![Page 29: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/29.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 29
VIDEOS CAN BE EMBEDDED INTO YOUR SITE
![Page 30: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/30.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 30
VIDEOS CAN BE SYNCED WITH YOUR SOCIAL MEDIA
![Page 31: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/31.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 31
AUDIO FILES CAN ALSO BE SYNCED
![Page 32: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/32.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 32
PINVOLVE SYNCS INSTAGRAM WITH FACEBOOK
![Page 33: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/33.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 33
BANDPAGE SYNCS EVERYTHING WITH WHATEVER
![Page 34: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/34.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 34
THIS IS HOW YOU BUILD A STRONG ECOSYSTEM
![Page 35: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/35.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 35
HOW CAN YOU GAIN AWARENESS & HOW DO YOU GROW
..?
![Page 36: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/36.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 36
ADD VALUE. QUALITY RATHER THAN QUANTITY.
![Page 37: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/37.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 37
CREATE CONTENT THAT PEOPLE REMEMBER
![Page 38: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/38.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 38
USE MAILCHIMP TO RUN YOUR OWN NEWSLETTER
• 2000 subscriptions free of charge • 12.000 mails per month free • Web based: no installation • Bullet-proofed templates • Statistics • No coding needed • Wordpress integration • Social media integrations
![Page 39: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/39.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 39
HINT 3: INDICATE THE EXISTENCE OF THE NEWSLETTER & WEBSITE
In TV shows In radio shows
In press releases In social media
At events
![Page 40: 2014 How To Build Your Own Digital Ecoystem](https://reader037.vdocuments.net/reader037/viewer/2022103119/55ce0c54bb61eb4d7e8b4588/html5/thumbnails/40.jpg)
2014 © Dietrich Pflüger | dietrichpflueger.com 40
THEN START SLOWLY. AND DON’T GIVE UP DIRECTLY.