Internet Strategy in 7 steps for Artists, Bands and DJ's

7/30/2019 Internet Strategy in 7 steps for Artists, Bands and DJ's

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Internet Strategyin 7 steps from fanship to value

#DDMCA #Strategy (c) 2012 Denis


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Problem ...

(c) 2012 Denis #DDMCA #Strategy


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Problem: Silos in the internet ecosystem

Third Party databses

Spotify, Rdio, Deezer e.d.

Google Music, Amazon Cloud e.d.

Theres no relationship betweenall different data

sources and databases

Nobody overseecosystem

Website

Youtube

Twitter

Facebook

Google+

A

Websiteaanverwanten*

LinkedIn

#DDMCA #Strategy (c) 2012 Denis


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Solution ...



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Solution: Restructuring the ecosystem

Single Sign Onis the solution to extract

the data from different sources

Connection is the holy grail

DBcompany value

Third Party databases

Spotify, Rdio, Deezer e.d

Google Music, Amazon

Website YoutubeTwitterFacebook Google+Website

Subsidairies



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Why ...



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The whole internet = Level Playing Field

Level Playing Field

Indexe



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How ...



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Determine your Ecosysteem

*Graphic by Fred Cavazza



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What ...



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Determine Key Performance Indicators

Followers

Fans

Connections

Mentions

Reach

Bookmarks

Inbound links

Subscribers

Distribution

Retweets

Forwarding

Sharing

Comments

Like or Rate

Reviews

Contributors

Page views

Unique visitors

Traffic generated

Time on site

Response time

Interaction Influence ROI/ROE

Sales revenue

Registered users

Issues resolved

Resolution rate

Number of leads

Cost of lead

Conversion rate

Cost of sale

Revenue

Lifetime value

Support cost

Share of repeat

Transaction value

Money in the bank

Net profit, etc

Po

E-

Pr

Vid

Ph

Up

Tw

Fo

M

St

De

Conversation

Net Promoter

Satisfaction

Sentiment

Evangelists

What is the o

team performHow many sales and results do you get? What willbe the cost of specific interaction?

How does sentiment change due to the SocialMedia activities? Are your fans and followers

satisfied about brand, service or product?

How likely are followers going to engage? Isyour message spread around? Do your fans

and followers interact with each other?

What channels are you using? How canpeople reach you? Are you visible?

Aperformance indicatororkey performance indicator(KPI) is an industry jargon for atype ofperformance measurement. KPIs are commonly used by an organization toevaluate its success or the success of a particular activity in which it is engaged.Sometimes success is defined in terms of making progress toward strategic goals,butoften, success is simply the repeated achievement of some level of operational goal (forexample, zero defects, 10/10 customer satisfaction, etc.).

Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associatedwith the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead tothe identification of potential improvements; and as a consequence, performance indicators are routinely associated with performance

improvement initiatives.



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Analyse ...



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Brand(s)

Connections Activity Dialogue Consumption Revenue Value

Optimization

Promotion Customer Community Monetization

Impact Key topics (buzz),

Related third parties,Competitor(s),

Event(s), Industries,World

Related topicsActivity per network

etc ...

Follower(s), activeFan(s), Consumer(s),

Customer(s) (Key) Influencer(s) Business Value Segmentation for

targeted promotion

Overlap of Fans ofRelated third party

portfolio Enhanced

segmentation Cross community

marketing

Network value Customer value Community value Upsell/Cross-sell New business

models

Brand Monitoring & Optimization



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We believe that the extensive d

The development of the Internet and (m

igitization and distribution of content has brought a revolut

obile) devices results in a changing behavior and influence

We believe in a strategy based o

ion with (new) coupled business models and value for our

of the target group regarding 'awareness of/and preferenc

n fanship, conversion and value.

rands, products a

for our brands, pr

Trends Hot or not Consumption via a channel of choice Share w

Strategy Gain brand preference Gain activity

Pilars Fanship Conversion

Awareness by management and organizationImprovement of communication by stakeholdersStructure and Efficiency

(Cross) Portfolio analyses

Improve and maintain reputation Increase target group

Increase (viral) reach Increase engagement

Based on consumption Based on connection Based on transaction (download, ticket, merchandise e.d.)

Determine umfe

Borgen relevan Customer profi Optimalization b Introduction ne

Addition of Financial value

Increase online and offline sales X

Determine monitoring X X

Increase brand awareness X

Determine crisis management X

Determine customer care department X X

Warranty of innovation X X

Channel Level Interactie

Facebook Follower, Engager, Ambassabor Listen/Play (consumption) IndentificaTwitter Follower, Engager, Ambassabor Referral (traffic) Id

Google+ Follower, Engager, Ambassabor Listen/Play (consumption) Indentifica

Youtube Consumer View/Play (consumption)

iTunes Consumer, Customer Download (transaction) Indentific

Beatport Consumer, Customer Download (transaction) Indentific

Spotify Consumer, Customer Listen/Play /Download (consumption/transaction)

Eigen domein (shop) Customer Buy (transaction) Indentific

Ticketing** Inner circle Buy (transaction) Indentific

Value : turn ove

Result

Customer segmentation: identification, Marketinr, brand integration ('advertising'), network- and media- value

g data : intrest, preference, sales, topicssize and activity), balance sheet: customer records & customer value

How

What

Why

Where

Summarized on 1 page

(c) 2012 Denis


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Documents

Internet Strategy in 7 steps for Artists, Bands and DJ's