fan clubs street teams
TRANSCRIPT
Website, Street Team, & Fan Club
Strategy
EIS 2350
The Hub
• 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?....
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 happens on social media washes away moments later.
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
UI | UX User 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!)
Analyzation
Shout Out an Artist Website... Let’s rip em apart!
Some Examples Good & Bad
Miranda LambertJimmy Buffett
Some Examples Good & Bad
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 on Behalf of the Artist.
!(Street Team)
Fans that Will do ALL those
Things PLUS Purchase Premium Access
to a Fan Club SUPER FANS!
The Further You Go “in” the Smaller Your Target Audience
Shown Differently
Why This OccursPain Response due to Detachment
As much as you LOVE the Artist There 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
Why is.. “Making the Connection” important?
Once We Have An Army...
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
Street Team
• Music is Communal
• They’re De-Centralized
• Cost Effective
• Extra Set of “Arms & Legs”
Why Put Together a Street Team?
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.
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?
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?
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...
Examples
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?