Taylor Swift: A star in digital media
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Transcript of Taylor Swift: A star in digital media
• Born in December 13, 1989 (age 24)
• Started a career in country music at the age of 14
• Became the youngest songwriter ever hired by the Sony/ATV Music publishing house.
• Received the Best New ArKst nominaKon at the 2008 Grammy Awards.
Taylor SwiN Singer-‐songwriter and actress.
A DIGITAL MEDIA STAR
The Digital BUZZ
Release her album 1989 on 27 October and created a huge BUZZ online with her album release
What’s The Story?
• Her official hashtags #TS1989 and #taylurking garnered 700K tweets
• Reach 4 billion social users in less than a week
• Sold 600,000 copies of 1989 in the first 24 hours of its release
• PredicKon: The first PlaKnum album of 2014 within the first week of launch
• Strike a chord with fans—using social, mobile, and digital to keep consumers engaged with her brand.
THE BUZZ
THE SALES
THE RECIPE
Create Hype on Social Media
• Two days before launch share behind the scene stuff
• 527,476 Likes
• 6,114 Comments
Tip 1: Nurture your leads with trials, samplings, workshops etc. until they are ready to make a purchase.
Partnership To Increase Exposure
New York’s Tourism board + Taylor Swi6
1989 Album + Target Red Tour album + Diet Coke
Tip 2: The right alliance can help differentiate your brand, add value to customers & create new revenue
.
• Less than a week in SpoKfy, “Shake It Off”
• Over 63 million plays.
• Became No. 1 in SpoKfy charts in the US, UK, Singapore, Australia, Germany, Canada etc.
Target Relevant Channel
Tip 3: Target your audience using the right content and communication channel.
63,070,875 plays
• Shake It Off launched on August 18th – 216,533,694 million views on YouTube aNer two months.
• Today: 432,251,335 views (Ranked #8 globally in 2014)
Be Creative With Your Brand
“Shake It Off” with Taylor SwiN WATCH IT FIRST >>
Tip 4: People love stories. Build a story around your brand and tell it with creativity.
Be Fun & Get More Shares
SwiN capKoned, "I'm kind of rethinking the album cover.” Results: 30,000 Shares
Sep 24, a vintage photo of Taylor posted on Tumblr
Sep 25 in NYC
Tip 5: Influence your customers by being more creative & empathic & increase brand (Like)ability & Share.
A young fan did a vine video wearing the same print &
post it on #TS1989
“Secret Sessions” in NY & London
Tip 6: Build scarcity into your marketing strategy. Make your customer feel special. Eg. limited edition product
Engage More To Persuade More
Tip 7: Find more ways to put your fans at the center of your marketing strategy.
Shout Out The Authority
Tip 8: Include influential persons for your testimonials. Authority in social media gives brand added credibility.
Abigail Breslin
Sarah Hyland
Lorde
Thank You The informaKon for this presentaKon is based on inspiraKon and research materials from many online sources including but not exclusive to #TS1989, #taylorswiN13, instagram.com/taylorswiN, www.taylorswiN.com, taylorswiN.tumblr.com and Caitlin Greenwood’s blog.