A slide presentation looking at how Taylor Swift has successfully used social media to enhance her digital presence surrounding the launch of her 1989 album in Oct 2014.

1. • 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

2. The Digital BUZZ
Release
her
album
1989
on
27
October
and
created
a
huge
BUZZ
online
with
her
album
release

3. 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

4. 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.

5. 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
.

6. • 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

7. • 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.

8. 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

9. “Secret Sessions” in NY & London
Tip 6: Build scarcity into your marketing strategy. Make
your customer feel special. Eg. limited edition product

10. Engage More To Persuade More
Tip 7: Find more ways to put your fans at the center of
your marketing strategy.

11. 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

12. 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.