Facebook. Pretty much every panel at SXSW will be talking about it to some degree, and you know how valuable and vital it can be to a musical career and a musician's connection to fans. But just having an account isn't enough, and today there are unspoken rules and powerful tools that you can harness with Facebook. How do you get noticed? How do they differ? What are the best ways to connect without annoying fans? This presentation explores social marketing best practices, tailored to Facebook, in particular addressing the changes to Timeline.
3. What we’re covering
Making a Good First Impression
– The Timeline
Speak in 3 Voices, but Keep it Real
Realworld strategies to capture Fans
Q & A
7. TIMELINE - Challenges & Advantages
Challenges Advantages
Can’t define Timeline is a great
Default Landing landing page
page anymore
More Prominent Apps
Can’t gate content
AKA force Like for Pin & Star Posts
access to page Why force someone
to Like, before they
experience you?
8. TIMELINE - HEADER
Choose an Engaging Photo
Use it to bring focus to One Thing
Help Fans Navigate to What they Want
9. TIMELINE HEADER – Focus on 1 thing
Add a single message to the Spotlight new
image with one thing you want release, upcoming gig, etc.
fans to know.
Change it periodically and
“Advertising” in header is keep it up to date
technically against FB TOS, but
hard to police, so keep it
tasteful and not too blatant
18. TIMELINE APPS – Customize Image
Pick something compelling that makes
immediate sense to fans
Other ideas:
• Free Download
• Listen Here
• Tickets!
Free Custom Images at Nimbit.com/free-images
19. TIMELINE – APPS SUGGESTIONS
Storefronts:
Nimbit Other
Topspin Fanbridge Fan Page
CD-Baby PledgeMusic
Bandcamp Bands in Town
20. TIMELINE APPS – Nimbit Spotlight
• Only Store App Optimized for Full
Width Timeline
• Sell Music, Merch, Tickets
• Play music video or personal video
message to fans
• Feature product on Spotlight, full
catalog & shows in tabs
• Sharable music player
• Capture fans w Free track for email
• Fans can leave comments and share
product previews with friends on
Facebook/Twitter
• Full product catalog & schedule
available on other tabs
21. Nimbit – Facebook Promo Tool
Easily create sharable promotions that drive fans into
your store with personal messages, a video or audio
player, and an offer for a free track
22. Nimbit – Facebook Promo Tool
Fans see the promotion in the Ticker, their wall, and on your
Timeline. They can click to get a free song and easily share it with
their friends.
23. Nimbit – Facebook Promo Tool
Promo deep links directly to your store to redeem free
track. Fans have option to leave a tip or shop more
24. Nimbit – Tip In Cart
• Fans Want To Support You
it just has to be easy
• At purchase or free
downloads, fans can
leave tips
• Tips received average
$7.80 on purchases &
$3.50 on free downloads
• 1-in-20 transactions get
Tips
Suggestions:
Try giving away tracks and ask
fans to pay what you want
Or ask fans if they like it
please support with a tip
25. TIMELINE - PINS
Pin Most Important
Updates to Top
Select What
Everyone Should See
Free Download
Upcoming Gig
New Release
Latest Video
Current review
Etc.
Change it Regularly
27. Speak in Three Voices
But Still Keep it Real
We
20%
You
50%
I
30%
Your Three Voices on Facebook
28. Your Three Voices on Facebook
(Twitter too)
WE UPDATES – Broadcast
• About you the brand
• Band News
• New Releases We
20%
• Video You
50%
• On Sale I
30%
• Free Download
• Reviews
• Airplay
• Upcoming Gigs
29. Your Three
Voices on Facebook
I UPDATES – Behind the Music & Artist
• Access to You
We
• Personal 20%
Opinions You
50%
I
• Activities 30%
• Interests
• Likes
Advice from a music attorney:
“Keep it positive”
30. Your Three Voices on Facebook
YOU UPDATES – The Virtual High Five!
• Most Important
• 2-way conversation We
• Recognize & 20%
You
reward fans 50%
I
• Thank You! 30%
• Poll – What Do
You Think?
• Can You Please? Can be combined with “I” &
“We” updates
• Happy Birthday!
31. Converting Real World Fans
Gigs – Part 1
Take Pictures from
the stage
Ask People to Model
@ Merch Table
Post albums for
each gig
Tag those you know
Tell Fans about it
& ask them to tag
I heard this awesome idea from Derek Sivers, read his blog at
http://sivers.org/
32. Converting Real World Fans
Gigs – Part 2
Offer a Free Download for
Mailing List Signup
Hand The Mailing List Down
from The Stage – don’t
send them to the Merch table
Tell fans, if they sign up you’ll
Email a free track, have link
redeem @ facebook
Ask fans to sign up when
Use Promo-codes in Merch to they’re most engaged
give free track Redeemed @ Facebook
33. Converting Real World Fans
Gigs – More
Incentivize Facebook Invite
Bring A Friend
Shout-out to Online
Fan Who’s in the
Audience
Ask People to
Check In At The
Venue
Ask People to Tag the
Band in their Pictures
34. Free Music
The Gateway Drug
The best tool you have to introduce people to you
FREE isn’t “Free” when you capture fan’s info
They’re Opting in To YOU
You can then build the relationship, and also stay in touch
if they move away from Facebook
Key thing is to always follow up
35. Case Study:
Thisbe Vos
Shared Track in one post
Asked Fans to listen
Like it? click for
free download
Really Like It? –
Please Share
RESULTS:
28 Shares
300+ downloads
including many
new fans
36. Capturing New Fans
With Facebook Advertising
Target Carefully
Test Drive Before You Buy
Never Pay Full Price
start much lower than
Facebook suggests and
pick up ads when other
placements end
Pay Attention & Change
37. Facebook Advertising –
Who To Target?
• Your Fans
• Current Band & Past Acts
• Who You Sound Like
• Your Influences
• Your Friends
• Bands you play/tour with
• Cameos
• Remixes
38. CASE STUDY: SUZANNE VEGA
Targeted Her
Fans & Influences
w Facebook Ad
Called out Promo
Code in Radio
Appearances
Offered Free
Download –
redeemed on
FB Store
RESULTS:
Facebook Fans Grew from 7,000 to 70,000
61% of Downloaders Later Purchased
43. And a Few D’s
DON’T SEND TO iTunes
DO SELL DIRECT
DON’T BE AFRAID
44. Additional Resources
Here’s some recommendations that provide a wealth of
inspiration on these topics
Hypebot.com, DigitalMusicNews.com, musicthinktank.com
Ariel Hyatt’s “Musician’s Roadmap to Facebook & Twitter”
Electronic Musician Magazine Career Articles
Follow on Twitter: @DerekSivers @BenjiKRogers
@brandvold @cyberpr @glowmarketing
Facebook.com/Nimbit
Nimbit.com/blog
45. Thank You
@carljacobson
@nimbit
Install the Nimbit Spotlight for
Facebook at:
apps.facebook.com/nimbitstore
Notas del editor
Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil
Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil
Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil
Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil