Did you know that Katy Perry has 66 million followers on Twitter? 66 million people like to see what Katy Perry is doing. Just imagine all those people following every move she makes. She’s not singing on Twitter, but she definitely is performing (well) on Twitter.
Katy Perry, Taylor Swift, Britney Spears, Justin Bieber; all artists who are featured in the top 10 people with the most friends on Twitter. For these artists, social media are ways to communicate with their fan base. Performing, making CDs, DVDs and merchandise are ways they make money. But it’s 2015. Shouldn’t we also be concerned about how we can turn communications into marketing, especially when it comes to social media? Just think about it: record companies spend big budgets on marketing & promotions; a tweet is free. But how do you make your fans fall in love with your product using only a tweet, post or a share? Luckily, lots of people also work behind the scenes and social media marketing keeps evolving. Here are a few ideas on marketing to social media communities.
Spotify on Facebook
On one hand you have Facebook, where people gather around to see what everybody is doing, and on the other hand you have Spotify. There’s an app that lets your Facebook friends see, listen and follow your music on Spotify. A great example of this is the Facebook page of Protocol Recordings: they used the app to integrate their Spotify profile on Facebook. Their 200,000 followers can check out their every move on Spotify. Their Facebook community is connected to a marketplace.
A slightly different app for Facebook is called Klicktrack. It’s an app that enables record companies and artists to create a shop on their Facebook profile, filled with tracks and albums. Adding one of these MP3 stores to a Facebook profile makes it easier for fans to purchase music, as they no longer need to leave Facebook to buy. Leading people to iTunes is of course one of the best practices, but of course, one of the golden rules of marketing is that each extra click lowers conversion.
Facebook’s Call to action button
Yet another move from Facebook to enhance user experience and create a marketing opportunity. A call to action button lets you direct your fans from your Facebook page to a place where they can listen or buy your music. Currently, Facebook only has a couple of selected options to choose from, of which ‘Book Now’, ‘Shop Now’ and ‘Watch Video’ are most interesting for labels and artists. You can lead your Facebook fans to a video of a gig, or even to any preferred marketplace where music is sold.
One of my favourite ways to make money on social media is Show.co. It claims to be “The Future of Music Marketing” and one could almost agree on that. It lets you make campaigns for singles, albums, compilations; any product, really. Select your product, and in a few easy steps you can make widgets or mini-sites on which you use exclusive content to give away in return for a sale, follow or like; you name it. For example, subscribe to a playlist on Spotify and get access to a special video of the track. Exclusive content really is key here.
Late last year, I was looking for a Blue Ocean Strategy for Black Hole Recordings. One thing lead to another and soon Kwettr (a Dutch translation for ‘Twitter’) was born.
Kwettr makes and rents out digital pop up stores that use Twitter as a currency. No bank details or credit card needed. And even here, there is money to be made. Twitter followers who #paywithatweet don’t pay with money, they pay with data. Every visitor of a Kwettr pop up store leaves data behind on a purchase; useful marketing data for record labels. Artists can contact people who purchased their tracks, for example with a new product offer. Instead of asking people to like or buy your music, you give them an entire store in which everything is for free; as long as people talk about it on Twitter.
Artists can also use Kwettr to sell discount coupons on CDs, or gigs. That way, fans tweet about an upcoming gig, buy a ticket with a discount and even better; their friends see it too.
Our next step: recruit Katy Perry and her 66 million twitter followers. Let’s hope she’s reading this!
Top photo via Shutterstock: Sergey Nivens