Intermediate Social Media for Musicians 301

@giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@LiveLoudTexas.com
AMP / Be Music
Advanced Social Media for Music 301

RECAP
★ Google Keyword Search
★ Coffee & Cheese
★ Wade Bowen Turing Chicken
sh*t into Chicken Salad
★ Flickr Optimization
★ Vine

9Analytics
5 Steps to Effective
Social Media Measurement for Musicians

9
Analytics
Align your objectives to your metrics
★ Specific
★ Measurable
★ Achievable
★ Realistic
★ Timed

9
Analytics
Specific: Describe your objectives specific to
the results you want. Go deeper than“increase
fan awareness” to “increase fan awareness by
25% in the next six months in Texas market via
a targeted social media campaign.”

9
Analytics
Measurable: You want to use these metrics in
the review process to see if you were effective.
Having a specific objective will clearly show
whether results were met.

9
Analytics
Achievable: Often “100% email open rate” isn’t
realistic. Your goal of 32% open email rate may
be more plausible so consider what’s feasible
when setting your objectives.

9
Analytics
Realistic: Ensure you have the resources, tools
and staffing to meet your objectives, or you’ll
just frustrate yourself.

9
Analytics
Timed: Get specific with your objectives and
incorporate a time frame. This makes them real
and tangible.

9
Analytics
Measure Awareness, Attention, & Reach
★ Potential Reach
★ Value of a follower
★ Share of conversation

9
Analytics
Tap the social media networks to get raw numbers,
such as Facebook Insights.
• If you have daily or monthly peak times and volume
statistics for various sites (like your website),
estimate what percentage of your fans you can reach
with a single post, then a week’s worth, then a month’s
worth, etc.
• Look at the resonance of a single post by watching
retweets and shares. This is how you look at secondary
reach, or the friends of your friends who might see
your posts.

9
Analytics
Usually the goal isn’t just to gain the follower, but to propel
them to action. To prove that, you have to:
• Look at your average monthly reach across all of your online
networks.
• Count the number of transactions/conversions that are
originating in those channels during that same month.
• Establish the ratio: For every 10 people you’re potentially
reaching, we can count two conversions, or five new blog
subscribers, or whatever your goal is.

9
Analytics
Determine a topic, subject, or market of focus. For example, red dirt country
music, you might want to look at conversations around events or
other artist names.
★ Within that topic, track and count the posts you want to measure during a
specific time period. 30 days is generally a good window.
★ Then, track the posts that mention both that topic and your brand during
that same timeframe.
★ Divide these metrics to get a resulting percentage: your Share of
Conversation.

9
Sales
Measure Conversions and Sales
★ Attribution
★ Correlation
★ Value of a Facebook Like
★ Conversion Rates
★ Direct Response Sales

9
Sales
Track & Measure Social Media Leads
★ Note leads that come from a direct source, like a
blog subscription.
★ Include a field on your website’s contact form that
asks visitors how they found you.
★ Note leads that come in from offline events.
★ Note referral traffic to your site from social
networks.

9
Sales
★ Map a contact form submission or a click on a
“Contact Us” email link.
★ Track landing pages with the social networks they
were shared on.
★ Track requests for content downloads from email
signups.
★ Overlay names on your followers list with your
lead pipeline.

9
Sale
★ How many leads do you generate each month that
are from social media?
★ What percentage are from your overall lead
pipeline?
★ What percentage of that group of leads are
unique?
★ Can you take leads that are inactive or aged in
your database and try to reactivate them through
a social media touch point?

3Keeping Fans Coming
Back For More

3
Keeping Fans Coming
Back For More
★ Tap into their passions
★ Ask simple, closed questions
★ Tell fans exactly what you want from them
★ Treat fans like VIP’s
★ Create 1-on-1 interactions
★ Migrate online relationships offline
★ Be genuine (This does not mean be stupid)
★ Promote via paid messaging
★ Making all work in harmony

4
Value of a
Facebook Fan

4
Value of a Facebook Fan
Pulling the number of likes is easy, but how do you determine
the total revenue in 30 days from Facebook traffic? Here’s how:
★ 1. Build landing pages within your website that are only
accessible via Facebook.
★ 2. Use your analytics software to track referral traffic
from Facebook.
★ 3. Look at the percentage of conversions to leads from
Facebook traffic (i.e., they filled out your contact form or
emailed you for more information), and then through your
sales/CRM database, track which ones become customers. Or,
if you have e-commerce on your site, track the completed
transactions that originate from Facebook.

5Different Fans Defined

5
Different Fans Defined
★ Super fans
★ Engaged Fans
★ Ambient Fans

6Turning Ambient Fans
Into Engaged Fans

6
Turning Ambient Fans
Into Engaged Fans
★ Following
★ Monitoring
★ Being
excellent vs.
being average
★ Move beyond
music only

7Turning Engaged Fans
Into Super Fans

7
Turning Engaged Fans
Into Super Fans
★ Comments
★ Features
★ #FF / #MM / #NewMusicTuesday
★ Contests
★ Crowd-sourcing
★ Guest-blogging
★ Give aways

8Marketing Mistakes

8
Marketing Mistakes
★ Wrong platform
★ Improper use of 3rd
party apps
★ Posting too often
★ Not posting enough
★ Inconsistency
★ Cross posting
★ Email gaffs
★ Using CC/BCC
★ “Look at me!”
★ Website review
★ Lack of engagement
★ #’s, RT’s, and @’s Oh My!

Thank You
giovanni gallucci
469.682.6978
twitter.com/giovanni
giovanni@LiveLoudTexas.com
http://LiveLoudTexas.com

Intermediate Social Media for Musicians 301

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