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6 THINGS BANDS SHOULD DO ONLINE SELDOM SEEN KID NOVEMBER 2011

6 Things Bands Should Do Online

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Page 1: 6 Things Bands Should Do Online

6 THINGS BANDS SHOULD DO ONLINE

SELDOM SEEN KID NOVEMBER 2011

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The Internet is pervasive and as a band, you need a digital plan!

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There’s a whole bunch of different platforms to be on and use, so where should you start?

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THE BASICS

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#1 FACEBOOK

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SELDOM SEEN KID

FACEBOOK Facebook is a useful platform, both for engagement and advertising and it is where most of your audience will live online Ensure there is a consistent flow of content, 2-3 status updates per week – more where there’s something exciting happening – remember, we don’t want to bore people and clutter up their already busy news feeds To keep people interested, each update should include at least one of the following: • Pictures • Links • Funny shit Use Facebook as a platform to engage and encourage sharing of the content you provide to drive people to the page to consume the music Use Facebook as the central hub from which we can share the music and grow the fanbase, first through friends, and then through people we’ve not met yet

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#2 TWITTER

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SELDOM SEEN KID

TWITTER Twitter allows you to engage and connect with fans and key people in the industry in a simple and instant way You should look to publish a consistent flow of content, 2-3 tweets per week minimum (9/1 rule) These should not be contrived, but share useful information that doesn’t just focus on your band • Industry news • Cool music • Funny shit The aim is to ensure there is a regular opportunity to engage in dialogue with followers and grow the number of people that follow you Identify the ‘right’ people to follow • Music journalists • Music Industry execs • Record labels • Music PR firm

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#3 SOUNDCLOUD

#3 SOUNDCLOUD

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SELDOM SEEN KID

SOUNDCLOUD Soundcloud is a great place for uploading and sharing music You can use this to connect with industry folks and to host free tracks, remixes or demos The ease with which you can connect to fellow musicians, record labels and blogs should not be underestimated, and gives you an instant place to send people should they want to hear your music Soundcloud enables you to very easily embed music into blogs, in particular Tumblr, which means that this can be shared where appropriate through your profiles

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#4 A BLOG AS A WEBSITE

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SELDOM SEEN KID

A BLOG AS A WEBSITE A blog can be difficult to maintain, and as such you need a quick and easy platform to publish on: Tumblr You can use this as an aggregator of all the different content you are sharing and publishing, as well as using it to publish one-off posts with anecdotes, points of view on music and thoughts on the creative process you’re going through You can also use this as your primary website, negating the requirement to host and build an online destination from scratch It can also be used to host video and link out to places that review the music (if and when they do)

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#3 SOUNDCLOUD

#5 SPOTIFY

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SELDOM SEEN KID

SPOTIFY A part of your audience may well be interested in the sort of music you like and are inspired by Once a month why not publish a playlist that is made up of some of your favourite songs that you’ve just found, or recently re-discovered This content can be used on the other social media channels, as well as position your band as musicians of musical taste within the demographic that enjoy listening to music These playlists can also be shared on Spotify playlist sites, giving you the opportunity for a little more exposure to new potential fans If your music is on Spotify you can use it as the platform of choice for encouraging people to listen to the music for free, and maybe even purchase it

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#6 FOURSQUARE

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SELDOM SEEN KID

FOURSQUARE Foursquare currently has 10 million users worldwide and is used as a platform to show off how cool you are to your friends by publishing the places you go to (think of it as micro-boasting) You can use this as a way of incentivising people to come to gigs • Check-in at the venue, get a free track • If ten people come to a gig and all check in, you’ll buy the drinks! You can also use this as a way of leaving your footprint at music venues by providing recommendations for other users as to how good the venue is The idea is not to tell people where you are, as such, but to let other people tell their followers and friends that they are at a gig and have been rewarded for being there

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SELDOM SEEN KID

AND SOME EXTRAS… You should always include links to Facebook & Twitter on any offline marketing materials Try using QR codes as a simple and cheap way of giving people access to the music – by including a QR code on a leaflet, you can get users to access the Facebook Page or send them to Soundcloud to get a free download You will, when the time comes, need to put in place a plan for active engagement with bloggers –especially those with whom you may already have good relationships – to promote the music You should re-connect with your friends/peers in your local music scene online to make them aware of our presence

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I work with the Spooks at Edelman Digital in the UK, where they let me play on Twitter and come up with cool things to do for our clients on the Internet. I consult brands to try and help them understand the digital landscape that they operate in and to identify the opportunities that social media can bring to their business. The aim of this is to help them provide a service that their customers will want to interact with and ultimately benefit from - for me, the community comes first. A key part of my role is the identification of insights through statistical analysis of online behaviour to shape digital strategy. I manage communities and develop content strategies that help brands to connect with their audience and have extensive experience crisis management, reporting and analysis for global brands. that is connected with any of the work I do for my employer, I will always disclose, and I hope that it provokes discussion. My background is in blogging, music and consumer PR, but my passion is for all things digital and how we use emerging technologies to communicate and how this can change cultures and society. WWW.SELDOMSEENKID.CO.UK

@GEETARCHURCHY