gaga and social media marketing

The Fabulous Ticketweb Club Conference

Social, Gaga, The Roxy and You

David TokheimEVP & GM Six ApartAugust 2010

I want to help you….

• Book bands• Fill your venue• Sell drinks• Happy customers

About Me

This Is Not A Fad….

People Are Media

…in a two way medium

Russell Simmons

Russell Simmons

“Social media is the new hip hop, the new rock and roll, the new equalizer, giving voice to the previously voiceless, the sound and thunder for social justice, the intimate forum for honest integration, which the new America yearns for… what it aspires to….the old media is only just beginning to get this, and has at times been slow in Understanding the cultural power of what is happening.“

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Play kick ass video

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Relationships matter…A connection between two individuals… these relationships usually involve some level of interdependence.

People in a relationship tend to influence each other, share their thoughts and feelings, and engage in activities together.

Share Feelings?

You Are A Broadcast Channel

…but it is a two way medium!

Three Ways To Think About Social

• Who Are You? ….They really wanna know

• Get caught up in a “Bad Romance”

• Give A Little Bit Of Your Love …

Or……………

• Define Your Brand

• Build Relationships

• Social Promotion

Remember:

It’s Not All About You

Gaga…Oooo la la

“How did a 23-year-old singer/songwriter achieve so much in so little time? Two words: social media.”

-Ad Age

How Does Gaga Do? Define Brand Build Relationships Social Promotion

I know how to get people talking!

It Starts With A Great Website

Social Presence Controls Brand

Building Relationships Is Personal

Connecting And Recognizing Builds Relationships

People Align With A Cause

Social Marketing Arms Influencers

Top 5 Ways Gaga Leverages Social Promotion

1. Broadcast channel from her website2. Tweets from backstage, the road, at home,

everywhere3. Creates videos specifically for YouTube4. Encourages fans to record and distribute her

performances socially5. Develops relationship with fans beyond her

music

The Roxy Does It Right

Reminder….




Meet Nic Adler

“We thought we were on this golden hilltop, that we don’t have to listen. And we just created these walls around the venues, almost like these castles on the hill, and stopped talking with each other, and didn’t really participate with each other. We switched over to a blog format about three and a half years ago, and started to understand that there was this conversation going on. And that we could participate..”

It Starts With A Great Website…

Post Regularly…You Are “Media”

Google Is How Many People Will Find You…Are You There?

Wikipedia Page

YouTube For Hosting Video

Flickr Presence

Touching People One At A Time

Reaching Out To Connect

“We’re also trying to reach the bands and the agents and the managers…when they go onto Twitter and see that (we) have sixteen thousand followers, they’re like ‘Wow, they must have their shit together, because ..why are people following them? … with what’s going on in LA, with the competition with forty different venues, to have any kind of leg up is what we’re looking for right now.”

Embracing Competitors?

Reward Fans and Friends

So What Do I Do Now?????

Three Ways To Think About Social




Define Your Brand: Website and Social Actions Reflect Who You Are

• Your identity• Your personality• What do you stand

for to:– Bands– Managers– Agents– Your most loyal

customers– Your employees

Define & Control Brand: Create A Playbook

• Frequency• Ownership• Listening goals• Specific goals around

– Fans on Facebook– Fans on Twitter– Interactions– Ticket sales from social

promotion

Hire An Intern (or two)

Look for:• Socially savvy• Excellent communicator• Organized• Conversationalist• Loves music

Know The Medium: Get Familiar

What is Foursquare?

• Foursquare is a location-based social networking website, software for mobile devices, and also a game.

• Users "check-in" at venues using a mobile website, text messaging or a device-specific application.

• They are then awarded points and sometimes "badges." Reward the Mayor!

Build Relationships With Twitter

• Use @username to communicate with people on Twitter, then it will show up in their Twitter home page as well as followers of that person

• RT, or retweet helps share cool ideas via Twitter and to give a shout-out to people you respect, you can repost their messages and give them credit.

• Use Hashtags #term

Some Tweets That Aren’t Just Direct Marketing:

“Thanks @justine for the pics”

“ First to reply with the ingredients of a Cobra Cocktail wins 2 tix for tonight's show. #giveaways”

“We vote for starting the weekend early”

Get In Stream

use@KingJames

Leverage The Influencers

Build RelationshipsConnect with Influencers

• Bands• Managers• Agents• Music lovers• Your most loyal

customers• Your employees

Build Relationships(Give Love To Get Love)

• Listen to the people you develop relationships with• Develop your voice based upon your brand

personality• Add value to your friends• Create advocates by giving them a reason to talk

about you

Build Relationships w/ Your Neighbors(Give A Little Love)

Social Promotion Gives You Permission To Market

Call to action + reward = activity

Three Things To Remember




David TokheimTwitter: www.twitter.com/dtok

Blog: www.influencers.typepad.com

Thank You

gaga and social media marketing

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