Digital Audience Development

A strategy for social media events promotion by Inner Ear

Digital Audience Development

Inner EarWebsiteSocial media use

Radio MagneticWebsiteSocial media presenceTerms and Definitions

CampaignSocial Media Services

PlatformsNetworksTools

Online Promotion StrategyStep-by-step

Inner Ear

Digital media production and promotionEstablished 30 September 2000Content creation

Audio, video, blogs and imagesContent communication

Social media marketingTraining and consultancyUse of social media

Website http://www.innerear.co.ukIdeas Blog http://innerear.posterous.comDelicious http://www.delicious.comIssuu http://www.issuu.comVimeo http://www.vimeo.com/innereartvTwitter http://www.twitter.com/innerearuk

Radio Magnetic

Inner Ear's own entertainment media brandAlternative and underground music internet radio stationBroadcast began: Monday 19 March 2001UK's longest running independent internet radio stationShop front for Inner EarPromotional platform and testing ground for contentOnline content and real presence at eventsIncreasingly active in social media:

Website http://radiomagnetic.comEvents Blog http://radiomagnetic.posterous.comFacebook http://www.facebook.com/radiomagneticMixcloud http://www.mixcloud.com/radiomagneticTwitter http://www.twitter.com/radiomagnetic

Terms and Definitions

http://www.innerear.co.uk/glossary/

Digital media: contentSocial media: conversationRSSEmbeddable MediaTagsInteraction:

Friends, fans and followersServices:

Platforms, networks and toolsWeb 1.0, Web 2.0 and Web 3.0

Social Media Platforms

For this campaign, we're going to seed content on the following platforms:

YouTube (video)Audioboo (audio soundbites)Mixcloud (preview mix)Spotify (playlists)Flickr (promotional photos and flyers)Issuu (event programme)

Social Networks

Content will be shared on these social networks:

Facebook (fan page and events)Twitter (@radiomagnetic and #hashtags)

Social Media Tools

To syndicate content, and help realise the campaign, we will utilise these tools:

Eventbrite (invites and ticket sales)PayPal (ecommerce)Google Maps (location)Google Calendar (scheduling)Posterous (blog)Twitterfeed/Ping.fm (linking services)Cotweet/Tweetdeck (sharing the workload)Twtqpon (offer ticket offers through Twitter)

Online Promotion Strategy

Define the CampaignCreate and collate contentHost content on your blogSetup statistics and measurement toolsSchedule post publicationSeed content on social media platformsSyndicate across services using connecting toolsShare through social networksStart conversations with social media engagementSell ticketsDocument the eventUse content to reward audienceContinue the conversationAnalyse effectiveness and plan your next event

CampaignEvent: Radio Magnetic Winter Rave 2010Date: Saturday 18 December 2010Location: SWG3, GlasgowTime: 9pm—3amArtists: FOUND and S-Type live, Radio Magnetic Soundsystem plus guests (TBA)Ticket Price: £10Target: reach 25,000 people, sell 400 ticketsChannels: see platforms, networks and tools

Content

Create

AudioPreview teaserPromotional mix

VideoEvent trailer

ImagesDigital flyer

TextBlog posts

InteractiveEvent invitation

Collate

AudioCloudcast mixesSpotify playlists

VideoMusic videos

ImagesArtist photos

TextPress releases/biogs

InteractiveInvitation responses

Create: TeaserAudacity

Create: Trailer

Create: Flyer

Create: Blog Posts

Consider what you want to say about your eventPlan out a series of postsPost content can vary, from an in-depth interview to a single imageMedia widgets can be embedded on to postsMultiple posts can be created at one time and scheduled for future publication

Create: Invitation

Locate: Google Maps

HostPost on our own website www.radiomagnetic.com (a Wordpress blog)Setup a Posterous blog to use for promoting eventshttp://posterous.radiomagnetic.comPlace content on website and blog (can be either/or)Create links between blog and social networks

Statistics

To measure effectiveness of the campaign, we will use the following analysis tools:

Google Analytics (website stats)Google Alerts (mentions in news and blog posts)Tweetreach (Twitter campaign penetration)Feedburner (RSS feed subscription tracking)

Statistics: Google Analytics

Statistics: Tweetreach

Statistics: Feedburner

ScheduleUse Google calendar to plan post publicationInvite colleagues to collaborateSchedule content updatesRefer to calendar when adding new content to blogCreate multiple posts and schedule for future publication

Schedule: Google Calendar

Schedule: Post Dated Publications

Seed

Upload created content to relevant platforms, favourite, like and link collated content

Videos to YouTubeAudio soundbites to AudiobooPromotional mixes to MixcloudPlaylists in SpotifyPhotos and pictures to FlickrEvent programme to Issuu

Seed: YouTube

Seed: AudioBoo

Seed: Mixcloud

Seed: Spotify

Seed: Flickr

Seed: Issuu

Syndicate: Twitterfeed

Syndicate: TweetDeck

Syndicate: Cotweet

Syndicate: Twtqpon

Share: Facebookhttp://www.facebook.com/radiomagneticWe manually post content on FacebookNot all website content goes on to the fan pageAs with Inner Ear, fan page is a place to share ideas and have funNumbers of fans grow steadilyLikes and comments increase exposureTwo-way link with websiteAutomatically posts to Twitter

Share: Twitter@radiomagneticAutomatic posts from FacebookSuspended auto posting from websiteRetweet oftenUse specific, generic and branded #hashtagsCheck oftenTake it in turns to monitor and respond

Start Conversations: Facebook http://www.facebook.com/radiomagneticOn the Radio Magnetic Facebook fan page, we post content and ask questionsRecently series of music-related puns inspired 226 commentsSuch high level engagement keeps people coming back for moreLight-hearted subject matter can be used to communicate a messageWe will plan several such starting points for conversation during the Winter Rave 2010 campaign

Start Conversations: Twitter

To track the effectiveness of specific campaigns, use a unique #hashtag and encourage everyone to use it in related tweetsIn promoting this seminar, we coined an abbreviation for Digital Audience Development: #digaudEven a limited number of retweets and mentions can have a wide-reaching affectReach can be tracked and measured

Track Conversations: Tweetreach

Sell TicketsTicket sales can be promoted in a similar mannerCombining a service like twtqpon with conversation starters in Twitter and Facebook can encourage people to promote the event for youUse a unique #hashtag as your promotional codeUse content to promote ticket coupon codeConsider what keywords and trackable links you will useUse content and communication to channel sales

Document and RewardAt our warehouse Winter Rave 2010, we will document the event with audio and video recordingsWe will obtain permission from artists performingWe secure necessary music licences from bodies such as PRS, MCPS and PPLAudience members are encouraged to capture their own media content and share it onlineEvent #hashtags can be used in Twitter and similar tags on all social media platforms to track reachContent is shared with audience members to reward them

Continue the Conversation

Curate both created and collated content to continue the conversationDistribute content through a strategically aligned suite of social media servicesAsk the audience for feedback and respond positively

Analyse and Plan

Conduct competitor analysis using Google Alerts and Twitter SearchMeasure campaign reach with Tweetreach, Feedburner and Google AnalyticsEvaluate what worked, and what didn't, in the campaignTake learnings into account when planning next campaignSetup new goals and define protocols (tags and #hashtags)Plan next campaign

Further Information

http://www.innerear.co.ukdougal@innerear.co.uk (creative direction)andy@innerear.co.uk (production management)anny@innerear.co.uk (social engagement)

http://www.delicious.com/innerearhttp://www.slideshare.net/innerearhttp://www.issuu.com/innerearhttp://www.vimeo.com/innereartvhttp://www.facebook.com/innerearukLinkedIn search in groups for Inner EarTwitter @innerearuk