Follow these steps to build a sustainable DIY business with your music. Establish your brand, grow your audience, and market & sell your offers to fans. Includes case studies on effective uses of social media.

1. DIY Social Marketing
Fundamentals
Presented by:
Chandra Lynn & Jason Spitz
glowmarketing.com

2. CHANDRA LYNN, M.B.A.
Founder & Principal of Glow Marketing LLC
Background:
• Clients: Supermodel Tyra Banks, Author Terry
McMillan, Apple Computer, Black Eyed Peas, Nine
Inch Nails, Pro Tools, Airshow Mastering, LMG
Touring, Live 365, The Wine Group, and more.
• Press & Artist Relations - Avid/Pro Tools
• Marketing & Promo for Concert Promoter Bill
Graham/Live Nation Major marketing
• US Radio - San Francisco
• Magazine publishing - New Bay Media
www.glowmarketing.com

3. JASON SPITZ
Music Marketing & E-commerce Consultant
Background:
•Direct-to-consumer E-commerce for Rhino
Entertainment (a division of Warner Music Group) and
worked on The Grateful Dead, the Frank Sinatra Estate
and Rhino.com.
•Director of Marketing for Topspin, a self-service
software platform for artists, managers & marketers.
•Ran E-commerce for start-ups and midsize companies
•Developed & implemented marketing campaigns for
independent artists in music, comedy & theater.

4. Overview
Establish Your Identity
• Craft your Brand
• Identify your Audience
• Understand your Business
Grow your Fan Base
• Tactics for Effective Growth
• Engage your Fans Consistently
• Identify Super-Fans
Market & Sell your Music/Products
• Sell Through Direct-to-Fan and Retail
• Plan Multi-month Marketing Campaigns
• Evaluate, Learn, Repeat

5. Who Are You?
Define Your Brand
• How do you define your music in relation to other
artists/genres?
• What is authentic to fans of that genre?
• What makes you truly unique?
• What images/colors/design styles best
represent your band & sound?
• How do you convey your brand through
actions? On-stage, in photos, social media

6. Who is Your Audience?
• Understand their demographics: age,
gender, location, income, other interests
• Observe fans at shows, and “stalk” them
on Facebook & Twitter to learn about them
• Your goals should match the size of your
audience & grow as your audience grows

7. How Do You Earn Money?
Artist Revenue Streams
★ Digital Media
★ Physical Media
★ Merchandise
★ Tickets
★ Deluxe Offers/VIP Experiences
★ Performance Royalties
(sign up with ASCAP & BMI in US, MCPS & PRS in UK)
★ Creative Licensing & Publishing

8. Grow Your Fan Base
Using Social Media & Technology
• Go where fans of your type of music hang out
• Make sure your brand is consistent across
platforms
• Make it easy to connect with you (use widgets,
Like buttons, Follow buttons)
• Offer an incentive for connecting (i.e. free track)
• Grow Facebook & Twitter followers by
publishing consistent, relevant, shareable content

9. Create Raving Fans
Amazing Music + Solid Brand + Fan Connection =
A Good Start. Now Keep Them Active!
• Focus time & energy on the most active channels
• Encourage fan interaction: ask questions, reply to
comments, join conversations, thank people publicly
• Be consistent: post a steady stream of content
- use tools like Hootsuite to schedule posts
- ask fans (gently) to Like/Share/Retweet/+1
• Leverage local connections - bands, venues, stores,
radio stations, alternative newspapers

10. Develop Your Super-Fans
• Identify SuperFans & make them feel special
• Recognize & reward them publicly
• Create a feeling of direct communication
• Offer unique, exclusive merch/content
• Mobilize them to amplify your marketing on
social media, like a digital Street Team

11. Selling Music & Products
Two-Pronged Approach
1) Sell Direct-to-Fan Through Website/Social Media
2) Be Where Fans Already Shop

12. Direct-to-Fan Sales
On Your Web Store & Social Pages

13. Digital Distribution
• In addition to using your own website, get your album up on as many online distribution
sites as possible. Most offer non-exclusive deals.
• Compare on Wikipedia: http://en.wikipedia.org/wiki/Comparison_of_online_music_stores
• Services that can help you with physical, digital and video distribution and marketing:

14. Physical Retailers
• Finding a distributor is crucial for physical distribution.
• You’ll have to pitch them so get through to the person who is most likely to be
into the music you are pitching.
• Give them a press kit and promotion plan
• Read more: http://musicians.about.com/od/musicindustrybasics/a/finddistro.htm

15. Plan & Run Campaigns
• Campaign around an event: album launch, tour, fundraising goal
• Tell a STORY through your marketing (the event is the climax)
•Coordinate all media channels to tell the story in unison. Be
consistent, but not redundant
• Offer clear calls-to-action; Leverage social networks to drive
desired activity (ex: Liking & Sharing a video)
• Use social media to drive D2F and Retail sales
- D2F: publish links to your web store, run promotions
- Retail: link to stores, encourage shopping at specific retailers

16. Social Marketing Timeline
• 3 months out
◦ tease the upcoming event to general fan base
◦ divulge details only to super-fans; ask them for feedback
• 2 months out
◦ make official announcement; ask fans to spread the word
◦ give away free tracks in exchange for emails/Likes
• 4 weeks out
◦ begin taking D2F pre-orders (offer exclusives as incentive)
◦ steady, consistent stream of messages across social networks
◦ leverage fans to maximize exposure from publicity (blogs)
• 1 week out
◦ constantly remind super-fans of upcoming launch date; ask for their help
◦ give fans clear, consistent instructions about what to do on launch day
• LAUNCH
◦ keep sending clear calls-to-action
◦ keep fans informed of your progress; thank them constantly
• 4-6 weeks after launch
◦ send personal thank-you message to super-fans

17. Case Study: Facebook
Facebook is about discovery & community: fans explore your page & build a community
Thisbe Vos has a good example of an effective Facebook Page
• Band Profile: landing page with Email signup, Streaming Player, and Artist Bio
(powered by Reverbnation; can also use RootMusic)
• Official Store: Featured offer + autographed CDs, downloads, and photos
(powered by Nimbit; can also use Topspin or Bandcamp)
• Engages fans effectively; see the results in numbers of Likes & Comments

18. Case Study: Twitter
Twitter is about conversation: engage 1-on-1 with fans publicly, or join a group discussion
Amanda Palmer used Twitter to engage fans in real-time
• Started an honest conversation with fans; became a hashtag, then a trending topic
• Spurred an idea for a t-shirt design themed around the hashtag
• Built a Paypal-powered store for the shirt, live-Tweeted offer, started taking orders
• Sold over 600 shirts in 2 days. Earned $11,000 in revenue

19. Case Study: Google+
Google+ is about personal interaction: less for brands, more for people
Daria Musk used the Google+ Hangout feature to grow a global fan base
• Started a video-chat “hangout” on a whim; it went viral & Daria played for 6 hours
• Connected to fans live, in real time, with video & audio
• G+ is not as vibrant a network as Twitter or Facebook
• ...but having a G+ profile can help your search results

20. Evaluate Results
Facebook: Insights tab
• See Likes & Engagement change over a period of time
• Break down audience by demographics
• Discover which posts drove the most activity
• See what worked best, and who responded to it;
focus more closely on those aspects
Twitter: Third-party analytics tools
• Crowdbooster, TweetStats, others
• See which tweets were RT’d most, and their reach
• Watch follower growth over time
• Identify your most active & influential Retweeters

21. Do It Again...and Again!

22. Q&A
Follow Us
glowmarketing.com
@glowmarketing
@chandralynn
@jasonspitz
jasonspitz.wordpress.com

23. Glow Marketing LLC
be remembered
• Entertainment marketing agency that supports artists
from the studio to the stage.
• Specializes in marketing strategy & partnerships;
promotions; web development and e-commerce; and
concert production and tour support.
• Scalable teams are assembled to meet marketing
goals. We have the talent to meet the requirements of
nearly any project.
• We provide the highest level of flexibility, creativity
and cost savings.