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How to Win & Engage
   Fans on Facebook
 Realworld Strategies for Musicians on Facebook


                @carljacobson
  VP of Marketing, Nimbit, Inc.
WHY FACEBOOK?
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
EVERYTHING IS CHANGING
    MARCH 31st, 2012
Before




• Small image            • Wall feed not very
• Tiny links to apps =     engaging
  hard to find store     • Prominent ads
After
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?
TIMELINE - HEADER




 Choose an Engaging Photo

 Use it to bring focus to One Thing

 Help Fans Navigate to What they Want
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
TIMELINE HEADER – Help Navigate
TIMELINE – APPS




 Limited Viewable Slots
 Prioritize By Importance
  (Store, Events, etc.)
 Don’t Settle for Default Images
TIMELINE APPS - PRIORITIZE
TIMELINE APPS - PRIORITIZE
TIMELINE APPS - PRIORITIZE
TIMELINE APPS – Customize Image




Company logos or icons, which tend to be default app
images, don’t make sense to fans, so change them
TIMELINE APPS – Customize Image
TIMELINE APPS – Customize Image
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
TIMELINE – APPS SUGGESTIONS

Storefronts:
 Nimbit       Other
 Topspin       Fanbridge Fan Page
 CD-Baby       PledgeMusic
 Bandcamp      Bands in Town
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
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
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.
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
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
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
TIMELINE – Starred Updates
Speak in Three Voices
But Still Keep it Real

                        We
                        20%

         You
         50%
                               I
                              30%




       Your Three Voices on Facebook
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
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”
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!
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/
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
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
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
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
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
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
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
Remember Your ABCs




 ALWAYS BE CONVERTING
Remember Your ABCs – More A’s

               A
         ALWAYS ASK
      ALWAYS ANSWER
Remember Your ABCs – More B’s

            B
         BE REAL
        BE POLITE
      BE RESPECTFUL
Remember Your ABCs More C’s

            C
       CREATE MAGIC
         CONNECT
       CONSISTENCY
And a Few D’s


  DON’T SEND TO iTunes
      DO SELL DIRECT
     DON’T BE AFRAID
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
Thank You
        @carljacobson
           @nimbit


Install the Nimbit Spotlight for
          Facebook at:
apps.facebook.com/nimbitstore

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How to Win & Engage Fans on Facebook

  • 1. How to Win & Engage Fans on Facebook Realworld Strategies for Musicians on Facebook @carljacobson VP of Marketing, Nimbit, Inc.
  • 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
  • 4. EVERYTHING IS CHANGING MARCH 31st, 2012
  • 5. Before • Small image • Wall feed not very • Tiny links to apps = engaging hard to find store • Prominent ads
  • 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
  • 10. TIMELINE HEADER – Help Navigate
  • 11. TIMELINE – APPS  Limited Viewable Slots  Prioritize By Importance (Store, Events, etc.)  Don’t Settle for Default Images
  • 12. TIMELINE APPS - PRIORITIZE
  • 13. TIMELINE APPS - PRIORITIZE
  • 14. TIMELINE APPS - PRIORITIZE
  • 15. TIMELINE APPS – Customize Image Company logos or icons, which tend to be default app images, don’t make sense to fans, so change them
  • 16. TIMELINE APPS – Customize Image
  • 17. TIMELINE APPS – Customize Image
  • 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
  • 39. Remember Your ABCs ALWAYS BE CONVERTING
  • 40. Remember Your ABCs – More A’s A ALWAYS ASK ALWAYS ANSWER
  • 41. Remember Your ABCs – More B’s B BE REAL BE POLITE BE RESPECTFUL
  • 42. Remember Your ABCs More C’s C CREATE MAGIC CONNECT CONSISTENCY
  • 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

  1. Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil
  2. Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil
  3. Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil
  4. Mailing List – Benji RogersFind on Facebook – Ariel HyattSelling - Phil