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How to Find, Manage and Motivate your Superfans!
Mayka Mei, Senior Strategist, Red Magnet Media (USA)!
midem academy 2012!Marketing module !
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!Who’s here?!
• Artists!• Students!• Tech!• Labels!• Consultants!
Welcome!!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
Lady Gaga’s Little Monsters!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
The GFC Team started with three people (Val, Julie and Meg) in 2002 a>er Julie ini?ated the first fan fundraising project on Josh’s website, which was to raise money for the David Foster Founda?on (DFF) in honor of Josh’s 21st birthday.
Through on-‐line auc?ons and dona?ons at Meet and Greets, over $75,000 was raised for the David Foster Founda?on
in 2002 and 2003…
Meet the Grobanites!
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Photo by Scott McDermott!
The Johnny Cash Project!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
Duran Duran’s Here Right Now!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
800 to 168,000!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
Surprise! You have a community.!
Table of Contents!
1. What They Can Do!2. Where to Find Them!3. How to Manage Them!4. How to Reward Them!5. Q&A!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!Times have changed!!Even if you don’t have your own fan site, you have a community: Twitter, Facebook, blogs, etc.!!Aside from being your No. 1 fans, your superfans can promote you, strengthen your community, and assist you in special projects.!!Follow your Google Alerts, search for your name on Twitter: Are people discovering you on their own and telling their own audiences? That’s who you want to get in touch with.!
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SUPERFANS!Who? Where? How do you know you have any?!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!Don’t look at your superfans as gophers or errand-runners.!Look at them as day-to-day community builders.!!They can:!• Promote!• Moderate!• Create Content!• Assist Special Projects!• Conduct Their Own Projects!
1. WHAT THEY CAN DO!Trust:!What can you trust volunteers to do?!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!Promote!• Promote and organize word-of-mouth
campaigns!!Moderate!• Multiple levels of customer service!• Squashing trouble!• Taking temperature of the community!!Create Content!• Blogs and newsletters for the community!• Forum interaction!• Twitter? Facebook?!
1. WHAT THEY CAN DO!Trust:!What can you trust volunteers to do?!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!Special Projects!• Contest facilitation!• International outreach!!Their Own Projects!
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Look for the fans who take action without
being asked. You don’t have to take the first people who raise their hands. !
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Ask your team. You, your manager, or your current volunteers may have suggestions for
new helpers.!
2. WHERE TO FIND THEM!Identification!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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You’re building your team, so make it a team effort.!
1. Search for the candidate’s other public profiles.!
2. Ask your team to observe them for a week.!
3. Have your team vote on them at the end of the observation week.!
2. WHERE TO FIND THEM!Create a process.!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!5 Things to Look for:!1. Authentic knowledge of and appreciation for your work!2. Timely responses to communication, direction, and delegation!3. Customer service experience!4. Ability to work remotely, flexible hours!5. Friendly, respectful nature"
2. WHERE TO FIND THEM!Screening!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
!!!5 Things to Watch Out for:!1. Questionable content on outside profiles!2. Public displays of mood swings!3. Lack of communication in project updates!4. Too much enthusiasm!5. « Us vs. Them » mentality, mod vs. mod mentality!
2. WHERE TO FIND THEM!Screening!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
!!!• What’s an appropriate way to contact them?!• Draft up a legal agreement.!
2. WHERE TO FIND THEM!The Application Process!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!They’re your superfan team.They are doing you a service.You’re not just outsourcing these roles.!!• Just like any team, superfans will need direction
and will also need to feel valued.!• Consider why Linkin Park’s 200,000+ fan
community is a success.!
3. HOW TO MANAGE THEM!How much management does it !actually take?!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!Communicate in a way that works for you and them.!
• Host regular, standing meetings.!
• Track progress.!
• Monitor their activity as they earn your trust.!
• Support them, and take their feedback seriously."
3. HOW TO MANAGE THEM!Maintain regular communication.!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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Establish expectations to support the superfans and community.!
• Compose and publish Community Guidelines.!
• Clarify what is « public » and what is « confidential » about your band.!
• Decide when the management will get involved in community dealings.!
3. HOW TO MANAGE THEM!Empower them so they can be successful.!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!What to Do When Things Go South with the Superfan!!1. Ask the superfan for her or his point of view.!2. Handle it delicately: Be respectful.!3. « Firing » isn’t the only answer.!4. Confer with the superfan team individually.!
3. HOW TO MANAGE THEM!Troubleshooting!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
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!For many superfans, just being involved is a privilege, but that doesn’t mean their services should go unrewarded.!!Visible and Tangible Rewards!• Recognition on site, in Twitter #FF, or public thank-yous!• Tickets to shows!!Emotional Fulfillment!• Sense of being part of the « inner circle »!• Being first-to-know on highly coveted information!• Direct feedback and valued input to artist’s team!
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4. HOW TO REWARD THEM!How do you compensate your volunteers?!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
4. HOW TO REWARD THEM!Virtual Face Time with the Fans!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
!!!What questions do you have?!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
Mayka Mei is a Senior Strategist at Red Magnet Media, a boutique agency that creates and implements innovative and interactive online presences for artists and creative brands. Red Magnet Media’s clients include Linkin Park, Duran Duran, and Hearst.!!Previously, Mayka was Marketing Manager of Social Strategy at Moxsie.com, an online retailer specializing in independent fashion designers. Fittingly discovered on Twitter, Mayka grew Moxsie’s Twitter influence to 168,000, two hundred times its original number of followers, earning Moxsie a featured episode in Twitter’s original Twitter Tales video series. Mayka has also worked in social gaming and both print and Web editorial.!
Mayka Mei, Senior Strategist!
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[email protected]!@mayka on Twitter!
midem academy 2012 – Marketing module !All courses to be available on: www.midem.com/academy/courses!
