twitter for artists and musicians. new tool of music marketing

Virginie BERGER/DBTH in partnership with

MaMA

DBTH was proudly founded to provide strategy, business

development, media relations and networking to amazingly cool people and companies in the creative space.

MaMA is one of the most dynamic music convention and

conferences in Europe. Based in France, MaMA has showed its usefulness and pertinence for France as well as other territories, providing a market place to make deals, and to share experience with others professionals, to consider and discuss updates and change and to discover new artists.

MaMA makes available 80 concerts, 30 conferences, debates and workshops, speed meetings, lunches…

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•  I’ve been online 15 years!

•  I run DBTH, a strategy and development firm for artists, creatives industries, emerging tech.

•  Author: “Music and digital strategies”(Amazon, iTunes…) •  I’m specialized in music, creative industries and digital marketing

•  I’m a member of IAB / IDM Joint Digital Council

•  I also host «On refait la musique», a talk show about the music industry.

About Virginie Berger

Twitter is the third social network in the world (ahead of MySpace..)

Why Twitter?

For any professional, whatever their business sector: -  Develop their web presence (especially if their

account is linked to blogs and others social networks)

-  Inbound marketing -  Implementing competitive intelligence (this is the

targeted information stream), -  Networking...

Twitter is centered on shared information =

An information network

Twitter altogether has a role of administrator, information medium, information relay, and contact

maker.

What’s happening(Twitter) vs What are you doing (FaceBook)?

Not being on Twitter?

Is missing a significant amount of potential contacts: fans, partners, professional entourage, relays,

prospects or clients

To put it simply, there's a lot to gain and not much to lose. You just have to take the step !

The Twitter Culture

"What if Martin Luther King Jr. had Twitter? »

« Rep à sa boloulou »

« Mer il é fou »

« Allo ui cer le chien »

« Radio Londres »

« l’hallu »

« Avec toi?»

Who is on Twitter?

•  16% of the 15-24 years-olds prefer Twitter instead of Facebook (Comscore)

•  On Twitter « It's like on TV. People watch but you don't have to pretend you know one another.». «At least, you don't have to be friends with your parents on Twitter »

•  People over 55 are now also massively joining Twitter

•  51% of users are women •  25% are young (13-24 year-olds) and 28% are

50 year-olds and more

A new audience in France

The Twitter boom

On Sunday 6 May (election of the French President),

the site beats its daily audience record in France, with 1.4 million unique visitors, 2.5 times more than on an average date in May. #RadioLondres 

The recent growth of the audience on Twitter in is not only due to politics. Trending Topics: #onedirection

Word-of-mouth under steroids

Over 80% of the public indicate that they would rather follow recommendations of their “friends” to go and see a movie or buy an album than trust ads or magazine reviews.

•  Everybody •  Artists •  Fans •  Professionals of the sector (venues, labels, bookers,

festivals…) •  Connected people : « they like to share and talk »

Who uses Twitter (in our sector)

TWITTER =

•  A hybrid between blog and chat •  News displayed in reverse chronological order •  You can post messages or subscribe to (« Follow »)

someone's messages •  Like on a chat, you can talk to one or several people

in real time

A simplified version of the Facebook news feed

The construction

•  Go to http://twitter.com to create your account •  Follow the subscribing form, enter your user name,

password and your email, •  Use your email address to look for people you know

who are already on Twitter.

•  Choose an application for your mobile phone (careful here, API modification by Twitter)

•  Choose an application for your computer

La recherche

•  Search with key words : http://search.twitter.com •  Click on the profiles of people which came up

thanks to your search criteria, •  Before following them, read at least 5 or 6 of their

latest tweets to make sure that you share common interests.

Useful codes

RT, #hashtag, #NSFW, @, DM, #fail

RT = retweet = to forward a message. Not commenting is considered as an implicit approval.

#Hashtag = a key word with the # symbol (ex #music),

it allows aggregation of discussion around a topic or particular event (ex #MaMAevent for tweets about MaMA).

@nameoftheuser : use the @ symbol to address a

message to someone in particular

Twitter Tips

•  Photo and bio. Your bio should indicate who you are what you tweet about

•  Also include in it the link to your site, blog…

•  Logos are OK (group, organization.) but we like to connect with real people. Wallpaper, cover..

•  Since SEO is important, title your picture with your name

Twitter = exchanging, chatting, meeting up, looking for people who share the same interests as you do.

Do not hesitate to @ people

•  Retweet (RT) if you like a tweet. •  Share with your followers. •  Retweeting = showing your interest, your

passions, your love…

Share about what you are doing : post links, take pictures, tell about what's happening to you

•  Connect with people who are not necessarily part of your first circle,

•  Follow people who may be interested in what you do,

•  Show interest for discussions. Keep going, even if you don't get followed much at the start,

•  Do not only talk about music and concerts.

•  Don't worry about the number of your followers, if you tweet relevant content, they will show up.

•  Keep in mind that the point here is to follow and get followed by people who share the same interests as you do.

• Find your favorite band/brand/artists/company on Twitter and follow them,

•  Tweet your feedbacks, •  Find people who talk about your band, your music

and follow them.

Live tweet during events

Find the right balance between tweets, replies and RTs

Don't over do it…

Promote for others. More. Ask questions, ask for opinions…

Tweet photos. A photo is worth much more than thousands of words.

At some point, find a way to meet with people face to face.

« Don’t Feed The Trolls »

Give to Develop

The best time slots to tweet

•  Most of the clicks are done between 13.00 and 15.00, from Monday to Thursday,

•  Mot much happens after 20.00 during the week and after 15.00 on Friday,

•  The life cycle of a tweet is 2.8 hours.

•  The traffic peaks happen between 9.00 and 15.00 from Monday to Thursday.  This means the competition between contents will only be increasing...

La promo de votre compte Twitter

•  Give your followers a reason to buy instead of only visiting your Facebook page,

•  Promote your Twitter account via your website, email signature, posters, Facebook…

•  Launch contests via Twitter or by relaying them on Twitter.

•  Sell your music, concert tickets, merchandising via Twitter with Chirpify!

•  Interested people reply to your tweet with the word "Buy", and the transaction is directly done via Chirpify  which itself relies on  Paypal. 

Sell via Twitter

•  If you also use a private Twitter account, you may

send your followers special offers. •  Update in case of any problems (site down,

concerts cancellation, etc….) •  Launch contests

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DBTH is a digital entertainment consulting firm focused on leveraging our collective experience and expertise in:

•  Building relationships, •  Identifying market opportunities, •  Growing brands, •  Defining best practices.

for the Creative, Entertainment, Emerging Technology and Mobile Industries.

All the best for your digital journey! Questions & discussion welcome

•  Blog www.virginieberger.com

•  Website www.dbth.fr/en

http://fr.linkedin.com/in/virginieberger

facebook.com/virberg

Facebook.com/dbthAgency

twitter.com/virberg

twitter.com/dbth_aa

More information in my book “Music and digital strategies”(Amazon, iTunes…)

Merci ! vberger@dbth.fr dbth.fr/en @virberg