This document discusses trends in digital marketing and strategies for independent music entrepreneurs. It covers the evolution of the internet from Web 1.0 to 3.0 and the rise of mobile and social media. Key topics discussed include building an engaged fan community through various digital marketing tactics like content creation and alternative distribution models. The presentation emphasizes adopting a digital-first approach to music marketing in order to cultivate true fans and survive in the current music industry landscape.

1. Digital marketing
And the music entrepreneur
University of Lincoln
12th November 2014
Susi O’Neill
Digital Consultant

2. Digital marketing
And the music entrepreneur
1. Trends in digital marketing
2. Independent music research
3. Digital-first music marketing

3. About me

4. About me

5. Trends in Digital Marketing
1. Web 1.0 > Web 3.0

6. “young people prize access over
ownership” – Sheryl Connelly, Ford
Image

8. Mobile First
57% of UK use mobile phone to access internet, 8%+ annual increase
(Ofcom 2014)

9. Modular, customisable systems

10. Proprietary Systems

11. Customisable web
Geocities (1994-2009)

12. Customisable > Standardised Web
MySpace (2003-present)

13. Standardised web
Facebook (2004-present)

14. Rise of the digital native

15. Prosumer (Consumer as producer)

16. People Power

17. Source: Altimeter

18. Photo
Globalisation

20. The adoption curve

21. Digital marketing adoption
Mobile apps
Pervasive computing
Cloud computing
Prosumers
Augment &
virtual reality
3D
Social marketing
Web 2.0
Rich media content
E-commerce
Email marketing
Web accessibility
Online support
Search marketing
Website
E-Brochure

22. “Your product will only survive in a crowded marketplace if
you stop advertising and start innovating. The old ways of
marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow

23. Old media: lean back

24. New media – lean forward

25. Web 1.0

27. Marta Strikland

28. From direct to personalised marketing
David Wilcox, The Social Reporter

29. The Celestial Jukebox

30. Signal to noise ratio

31. “The Paradox of choice” –
Barry Shwartz

32. Navigating the data overload
Tastemakers

33. Navigating the data overload
Tastemakers Gatekeepers

34. Navigating the data overload
Tastemakers Gatekeepers Curators

36. MA Media Enterprise Research (2009)
1. What are the opportunities and challenges
for independent music micro businesses in
using digital distribution and marketing?
2. What skills, business models and strategies
do they need to survive in the digital
economy?

45. The changing value of copyright
(and copyleft)
KUTIMAN THRU YOU

46. Music fans: pyramid of engagement
Savants
Enthusiasts
Casuals
Lurkers

47. Music fans: pyramid of engagement
Savants
Enthusiasts
Casuals
Lurkers

54. 1000 True Fans (Kevin Kelly)

56. The future
A million artists and a million labels?
Chuck Norris

57. Digital-First
Music Marketing

58. Create a community for your music
music creates self-identity — which, in turn, creates something
much more valuable: community David Hahn (@davidjhahn) 2013

59. Creating media/ content around
your music
Campaigns across media (video, live, album, email,
social) – ‘song a day’, ‘video a month’ (e.g. Weird Al
Yankovic US No1 album)
Get your community actively involved (voting,
winning, collaborating)
Video to music/media:
Vlog brothers

60. Alternative value and distribution models
Direct to fan:
- Nine Inch Nails
- Jake Shillingford
- Amanda F**ing Palmer
Pledgemusic / Indie
Gogo etc.
Bandcamp

61. Cultivating fans in the customer journey
Gigs/ radio/press/social
Social following/mailing list
Downloads/headline gigs
Album sales
Recruit other fans

62. Survival skills
Data management:
- CRM (customer data)
- Analytics
Marketing:
- Content marketing tactics for fans
- Sales funnel: awareness to true fan
Music:
- Make good music that defines its own
purpose

63. Thank you
Susi O’Neill, Digital Consultant
Download from:
www.slideshare.net/susioneill
Twitter @susioneill
email: susi@digitalconsultant.co.uk