2014 How To Build Your Own Digital Ecoystem

HOW TO BUILD YOUR OWN DIGITAL ECOSYSTEM

A workshop for musicians about digital self marketing by Dietrich Pflüger (2014)

2014 © Dietrich Pflüger | dietrichpflueger.com 2

DEFINITION: DIGITAL SELFMARKETING

• Selfmarketing or personal branding is the practice of people marketing themselves as brands.

• Digital Selfmarketing is the sum of digital marketing tactics to do that.

BUT WHAT ACTUALLY IS A BRAND

YOU NEED TO CREATE A UNIQUE ARTIST BRAND

Relevance

Describes the personality of an artist

Identity

Distinctness in comparison to

other bands

Difference

Functional and emotional

empathy of the audience

Core Brand

LET’S USE A VERY UNIQUE EXAMPLE: DIE ANTWOORD

Click play to see the video!

THEY SEEM TO BE A WELL CONCEIVED BRAND

Click play to see the video!

THE CORE BRAND OF DIE ANTWOORD

Relevance

Identität Differenz

1,549,061 Facebook likes 242.330 YouTube follower

53+ Mio. video plays 166 Tsd. Twitter follower

Background Appearance/Clothes

Music Style

White ZEF freaks from South Africa, mix of techno + hip hop

BUT WHAT IS THEIR TARGET GROUP

THIS IS HOW YOU CAN DISCRIBE IT

Voyeurs

Creative

ZEF-Fans

Techno FansHip Hop Fans

Early AdopterBetween 20-40 Jahre

WHERE ARE THE TOUCH POINTS WITH THIS TARGET GROUP

FIRST AND FOREMOST IN SOCIAL NETWORKS

THIS IS WHY THE BAND FOCUSES ON SOCIAL MEDIA

Webseite

BUT THAT’S NOT ALL. THERE IS AN CONCEPT BEHIND IT

• Be where your target group is • Create a consistent user experience across all touch points (brand recognition) • Position your website as the center of the eco system.

• It should be the most relevant destination. • This is where you are able to control all aspects of the fan contact

• Social Networks as satellites

LET’S SUMMARISE

• Create a clear brand identity • Know your target group • Be where your target group is • Create a consistent brand experience (look and feel, tonality) • Use your website a your digital home and social networks as satellites

BUT ISN’T THAT TIME CONSUMING

HINT 1: CREATE YOUR DIGITAL TOOLBOX

STRUCTURE YOUR DATA

• Images • Videos • Text

• Discography • Biography • Press releases

• Music/Product • Management & Administration • Webdesign • Backups

SAVE YOUR DATA IN THE CLOUD

Use services like Dropbox • 2 Gigabytes free of charge • Synchronise your data • Share content with stake holders

HINT 2: LET YOUR CONTENT MOVE AROUND

MACHINE LANGUAGE HELPS WITH THE AUTOMATION

HOW DOES THAT WORK

TRANSPORTATION WITHOUT DETERMINATION HOW IT WILL LOOK

• XML, RSS and JSON are standard which are describing data • They are classifying data • Apps can read this data and they are defining how it will look

This is an image This is a headline

This is a video

This is an audio file

USE IT TO MOVE YOUR CONTENT IN BOTH DIRECTIONS

YOU CAN SEND IN ALMOST ANY DIRECTION

HMM, BUT I AM NOT A CODER. HOW SHOULD THAT WORK

USE WORDPRESS AS THE CMS FOR YOUR WEBSITE

• Test it free of charge • Get your own domain for 17$ • Build in web services • Endless layout and themes • Free plugins to integrate with social

networks and almost any other service

• Search engines love Wordpress

RESPONSIVE WORDPRESS THEMES ARE NOT COSTLY

WORDPRESS PLUGINS LET YOUR CONTENT MOVE

VIDEOS CAN BE EMBEDDED INTO YOUR SITE

VIDEOS CAN BE SYNCED WITH YOUR SOCIAL MEDIA

AUDIO FILES CAN ALSO BE SYNCED

PINVOLVE SYNCS INSTAGRAM WITH FACEBOOK

BANDPAGE SYNCS EVERYTHING WITH WHATEVER

THIS IS HOW YOU BUILD A STRONG ECOSYSTEM

HOW CAN YOU GAIN AWARENESS & HOW DO YOU GROW

ADD VALUE. QUALITY RATHER THAN QUANTITY.

CREATE CONTENT THAT PEOPLE REMEMBER

USE MAILCHIMP TO RUN YOUR OWN NEWSLETTER

• 2000 subscriptions free of charge • 12.000 mails per month free • Web based: no installation • Bullet-proofed templates • Statistics • No coding needed • Wordpress integration • Social media integrations

HINT 3: INDICATE THE EXISTENCE OF THE NEWSLETTER & WEBSITE

In TV shows In radio shows

In press releases In social media

At events

THEN START SLOWLY. AND DON’T GIVE UP DIRECTLY.

THANK YOUFind more workshops on www.dietrichpflueger.com

2014 How To Build Your Own Digital Ecoystem

Marketing

Transcript of 2014 How To Build Your Own Digital Ecoystem

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