Social media marketing. I bet that is one of the most used phrases when record companies make plans and set goals each year in January, for the year that lies ahead. Words like Facebook, Twitter, Instagram, Google+ are used as frequently as New Years’ resolutions… and often, they disappear just as quickly.
So I’m saying it again, to let you think about it one more time: social. media. marketing.
Now you’ve got that, think about how you want your marketing goals to be set in that perspective. I know what you are thinking. “We should grow our number of Facebook likes/Twitter followers/Instagram followers by X per cent this year.” Great goals.
But I bet most marketing managers forget to ask themselves the most important question: WHY should we grow our community and what do we want our followers to do? Have you ever asked yourself what the value of one single follower per community is? Try monetising that, and you’ll see you need a different set of goals for the New Year.
This past year, I’ve kept my eyes and ears open to all new developments on social media marketing. I must say, some pretty good stuff emerged this year. If fact, there’s so much to write about, we can’t possibly cover everything. So let’s focus on Twitter in social media marketing plans for now.
Twitter’s audio cards
Just recently, Twitter has made it easier for their users to listen to tracks on Soundcloud and iTunes, without leaving Twitter. They have even enabled buying music from iTunes, using so-called audio cards. It’s a good example of linking social media and marketing; you can calculate conversion on campaigns with audio cards. By doing this, Twitter followers represent a certain value, as conversion is, of course, measurable.
Not only can you connect social media and marketing; you let your fans listen to your music whilst scrolling down their timelines. They don’t have to leave Twitter to enjoy your music, which is one less threshold when it comes to conversion.
Although the possibility to pay with a tweet has been around for a while, 2014 has seen key developments in this field. Companies offering #paywithatweet-like services have emerged (most visibly, paywithatweet.com), and big international artists such as Kylie Minogue, Madonna and The Bee Gees all have used this marketing tool. Paying with a tweet enhances activity amongst Twitter users, and enjoying the track you bought on Twitter feels even better when you share it with friends. Showing your followers what you are doing, listening to and enjoying is a fundamental value on social media.
First online record store #paywithatweet
As marketing is constantly developing, so is the way we value music sales. What if we can somehow make #paywithatweet 2.0? On November 10th this year, the Black Hole Pop Up Store (photo) opened its doors for a first term of 30 days. During that time, customers can choose for which track they would like to pay with a tweet. By doing this, customers perceive a freedom of choice. The company who offers them, not the customer, chooses the ‘pay with a tweet’ option. Imagine browsing a record store knowing that you have freedom of choice to pick a track for which you can #paywithatweet? Another way of taking social media marketing to a new level: each sale is fulfilled in Twitter, making it fully measurable. The best thing is that it adds value, as Twitter users are given the freedom of choice.
What I think matters most for 2015 in social media marketing, is setting goals that go further than growing numbers. A large number of followers in any medium are only valuable if these followers actually have a relationship with the brand. Growing the relationship should have the highest priority, not growing numbers. A good connection with your followers grows the level of satisfaction that they perceive from following you. You have to give your followers a reason to not only be your follower, but also be your fan and in the end, your customer. Followers have to enjoy following you, they shouldn’t be there just to take orders (buy my music, visit my website, vote for me, etc. etc.). Nurture your followers and work on a good relationship.
So setting marketing goals for 2015, in my case, is almost like making a new years resolution. Understanding customers needs, building relationships and in the end both follower and record label should be satisfied.