Danny Yau is a digital marketing expert who teaches and consults on social media strategies. He discusses the major social media platforms like Facebook and Twitter, emphasizing the importance of engaging audiences by sharing content and communicating in an authentic voice. Yau also stresses the value of social media advertising and using data to find targeted audiences. He provides case studies of successful social media campaigns for music artists and recommends goals of building engaged fan bases and audiences across networks.

1. Digital Marketing/Social Media
Danny Yau

2. Me
• Made a You Am I website at 15
• Worked for 12 years for major record companies -
Warners, EMI, BMG – in Sydney, London and NY
• Marketing, Digital Marketing, International,
Digital Business Development
• FBi Radio, journalist, musician

3. • Teach Digital Marketing for Bachelor of
Entertainment Management
• Consultant for labels and bands both major
and indie
• Head of Digital for Foxtel/Music
• @yauami
• http://leapbound.wordpress.com/

4. Today – Social Media
• The Social Media Market
• The Big Players
• Good communications
• Case studies

5. Or another way to look at it
• “Pass forward”
• Work to where the
market will be, not
where it was.

6. Social Media
The story of our times
“Social Media is to socialising what Reality TV is to reality”
- Aaron Sorkin, writer of “The Social Network”
It is easy to put social media into a lesser place than
traditional media
In many places, “social” is part of junior role
But if it’s not media as we knew it
...then what is it.

7. Before we look at cold numbers...let’s
remember what social media can do.
• It keeps us involved in the lives of the people
we choose.
• It helps us keep in contact with people
• It introduces us to new things
(movies, music, cat videos)
• It allows us to tell our own story
• It can overthrow a government.

8. But let’s also remember what social media can’t
do.
• Sell anything/make money
• Hold lots of information/archiving/searchable
• Spreads the word but is not a discovery tool
• Doesn’t grow by itself – has to be fed
• Not automated, takes work
• AIDA – it’s the “Interest”.

9. The Social Media Market

11. The names you know
Networks
• Facebook, Twitter, Google+, Linkedin, Bebo, Ping etc.
User Generated Content
• YouTube, Wikipedia, Flickr, Setlist.fm, etc
We are seeing social media elements more and more.
Spotify is deeply tied to social media (& Facebook)
Share buttons on more and more sites, blogs etc.
We will see more social media before we see less.

13. Facebook
The number one in the game
Steve Jobs called it the only social network.
- Launched in 2004
- Over 1 billion active users (apparently more than cars in the world!)
- 680 million on mobile
- almost 50% of Australia, UK and US.
- 61% of users logged into Facebook today
- Jan 2013 – Mobile traffic overtook Web traffic
- Time Magazine Man of the Year 2010 – Mark Zuckerberg
- “Unfriend” was the Oxford Dictionary Word Of the Year 2009

15. Twitter
There are places where Twitter is fast catching up to Facebook
Increasingly misunderstood space
- Over 500 million users
- 200 million once a month, 50 million once a day
- 34 million of them follow Justin Bieber, 33m follow Lady Gaga
- 55% access on their mobile devices
- On the public record
We are still learning to use Twitter
Can be very effective, but people are put off by noise
But it’s just text – it’s people who are boring
Some of the biggest announcements in of our time has come from Twitter

17. Coming Up...
Google+, the new MySpace
• Power comes from it’s large user base
• But there’s nothing to do… (worse party ever…)
Bebo, LinkedIn, etc
• Niche networks
Content + Profiles?
• Pinterest, Tumblr, Instagram, Vine… the story is changing again.
Social media integration
• Ticketmaster, Live Nation, Criterion Collection, more
Your login/Your ID/Your profile will become your most important online tool.

18. Here’s what we are doing today

19. Social Media Advertising
It brings in a majority of their (large) revenues
Growing every year, and over taking Search Engine
20% of Coca Cola’s ad spend
A variety of different types – like gates, sponsored stories, promoted posts etc.
How it works
• Target’s people who fit a certain profile
• Create your perfect target market
• Limited space/Subtle (for now)
• No mobile – but it’s coming
Death of demographics.
• Your profile is key
• Your time is their money
• Facebook Connect/Amazon

20. Talk To People
- SHARE what you are doing
- SHARE your news and latest info
- SHARE behind the scenes info
- SHARE your songs, photos and videos
- SHARE what you have coming up – forward announce.
- SHARE your personality and insights
This is called “Viral Media”
There are three types – Wow, Content, Discussion
They signed up, they probably want to know
Don’t be scarce, don’t make them hunt you down

21. You’re talking...but are you communicating?
If you have to say something, say it well.
Do
- Use powerful language
- Use powerful words (Free, download, deals, etc)
- Use inclusive language (“you”, “we”)
- Be short – so people can share (and use #’s)
- Be nice, casual, chatty
- Engage like equals
Don’t
- Be too authorative
- Be press release robot
- Argue, or correct people
- Be silent

22. Don’t END the conversation.
- Ask questions
- Calls to action
- Ask for comments – what did you think?
- Ask for retweets
- Include LINKS

23. Choose A Voice
LAURA MARLING
• She does not tweet
• A clear surrogate posts for her
• Information – tour dates, new videos etc.
• Very dry – but perhaps it works for her
FRAN HEALY
• Tweets, quite often
• Personal, engaging
• Out of cycle, but still interacting
• Soft sell of info

24. Choose A Voice
FRANK TURNER
• Deeply engaged tweeter
• Keeps up to minute information
• Personal, conversational
• You can get all the facts from Twitter
KATY PERRY
• Deeply engaged tweeter
• Primarily personal – star power
• Soft sell of information
• Sign up elsewhere for the facts.

25. Using Advertising
Using powerful language also connects people in advertising
You have less room to move, make every word count.
Increase your reach, find a new audience
PROFESSOR GREEN
• Multiple Facebook ads
• Pop fans/Rap fans
• Different language (and images) for each
• Linking to content – check out the video.
AIR
• Advertising to Hugo fans, related to the project
It goes beyond “like” artists.
“Like” magazines? Movies? Blogs? Brands?

26. Cold Chisel
Our aim was to capture and build that Cold Chisel audience, and keep them captured.
We launched a new mailing list, Twitter, Facebook and website.
We talk to different fans on different places.
Social media became our most active area – with up-to-date content.
- All news on the website linked to on Facebook and Twitter
- Written with all new text (as if it came from someone else!)
- Latest tour photos and updates
- Thanked every city as we left them
- Asked people not to giveaway the surprises
- Kept up conversations
- Pushed people to the mailing list
It was clear that the band didn’t tweet
But we were tapping into fan’s excitement – we were one of them

27. Coldplay
They have a clear surrogate – Roadie #42.
- He creates all Coldplay content
- He’s in the studio with them, putting up videos
- He’s writing all the tour updates
- He’s writing all the emails
- He’s their social media guy
- He’s their customer service guy
- He sends you the prizes for competitions
There is a clear consistency of voice
Great access to an inaccessible band
As excited as you about the band
An authorative voice exists above him
Millions of Coldplay fans probably doesn’t know he exists

28. [V] Presenter Search
Changed the entry model – made it social
People gave us their audition videos – we still got DVDs
Encouraged to send us a link to YouTube, and to share that video to get
likes, and get visibility
Shared amongst friends and on Facebook.
Over 1 million views of all videos on YouTube (6k entries)
Huge traffic result for our site – over 250k unique visitors in one
week, #1 music site in Australia
Ran advertising and a ‘like gate’ game with daily prizes
Huge jump in ‘likes’ on Facebook – became number 1 in Australia
We turned dead content into viral content
We gave people a reason to stay once they found us

29. Some Goals
- We are building audiences
- Facebook “likes”/Twitter “followers”
- Everyone can see what your audience is
- Keep fans engaged
- Keep fans informed
- Keep fans up-to-date
- Keep fans talking
- Encourage fans to spread the word
- Encourage fans to action
(And hopefully you don’t have to start all over again with every album)

30. The Future
• Social Networks will continue to grow
• We will see more functionality to increase the time we
spend there
• We will see Social Network tools appear in more places
• We will see more Social Networks before we see less
• Google has yet to play it’s hand
• Twitter is a sleeping giant
• Apple wont be sitting this one out for long
• Everyone will be looking for partnerships
• MySpace plan (yet another) comeback
• Someone right now is working on a perfect Music Profile

31. Summary
• Plan for the future, not for now
• Social Media is a large, growing and mainstream space
• Social Networking will get more sophisticated and in
our faces
• Facebook and Twitter are the two main players (but
not the only ones)
• Talk – and communicate
• Be aware of the voice you are using
• Use the data you have – especially for ads
• Most importantly - SHARE

32. Any questions?