Rynda Laurel, 1968media Fan-to_Fan Marketing, MIDEM Academy 2013. THANK YOU TO MIDEM. FOR MIDEM MORE ACADEMY: http://www.midem.com/en/explore-the-library/midem-academy

1. midemacademy 2013
Marketing module
Fan-to-Fan Marketing
for Artists& Brands
Rynda Laurel, Founder, CEO
1968media (USA)
www.atrynda.com

2. Table of Contents
• About Me
• Introduction
• Direct-to-Fan vs Fan-to-Fan
• Reaction vs Engagement
• Demographics vs Psychographics
• Using Multiple Platforms
• Expanding the Fan Circle
• Tech A&R : Using New Platforms
• Strategy List
• Case study: #LittlePartiesForDulli
• Case study: Imagine Oceania

3. Rynda Laurel, Founder, CEO 1968media
Rynda Laurel has an extensive background in the music
business, stemming from her early days working in
A&R, artist management and music supervision, followed by
an evolutionary transition into digital – specifically in the areas
of social media, digital marketing and brand development. Your photo here
Today, with her company 1968media, she is focused on
working with established artists like The Smashing
Pumpkins, Chuck D/Public Enemy and Greg Dulli/The Afghan
Whigs.
She also consults for music-based startups, facilitates
innovative and creative partnerships and sits on the advisory
boards for a number of charitable organizations including
Sweet Relief.
Because of her expertise in these different areas, you can
find her speaking or presenting at local and international
conferences on a variety of subjects.
1968media: Digital Management, Business Development for
Musicians, Lifestyle Brands and Music Startups.
www.atrynda.com
CONTACT: Rynda@1968media.com
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

4. Marketing vs. Awareness
My personal opinion on marketing.
I view it as authentic engagement and awareness.
I do not “market” to fans, I work with existing communities to
channel their love, creativity and willingness to help into a
cohesive plan to create more awareness for the artist.
It is a symbiotic relationship.
Fans, Superfans and Brand Evangelists are not just numbers or
something to be used, they are to be honored and respected for
their dedication.
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

5. Direct-to-Fan vs Fan-to-Fan
THE FAN TO FAN MODEL FOCUSES ON THE RELATIONSHIP AND ENGAGEMENT
WITH THE SUPERFANS / FANS WHICH IN TURN CREATES AWARENESS FOR
THE CASUAL AND NEW FANS.
Artist/Brand
Artist/Brand
New Fans Super Fans
Fans
Casual Fans Fans
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

6. Reaction vs. Action
(engage yourcommunity)
THE GOAL IS TURNING REACTION INTO ACTION AND ENGAGEMENT.
REACTION: ACTION:
REACTION RELATES TO PASSIVE ACTION RELATES TO ACTIVE
ACTION ON THE PART OF THE PARTICIPATION AND
FAN. ENGAGEMENT ON THE PART OF
THE FAN.
LIKES COMMENTS
FAVORITING SHARES
+ RETWEETS
+
CALL TO ACTION WITH RESPONSE :
ENGAGEMENT.
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

7. Demographicsvs. Psychographics
(know yourcommunity)
IT IS IMPORTANT TO UNDERSTAND PSYCHOGRPAHICS IN FAN-TO-FAN
ENGAGEMENT. DEMOGRAPHICS ARE ONLY HALF OF THE STORY.
A FANBASE CAN RANGE DRASTICALLY AFFECTING ONLINE
BEHAVIORS, RESPONSE TO CONTENT, ACTION AND ENGAGEMENT.
DEMOGRAPHICS: PSYCHOGRAPHICS
STATISTICAL CHARACTERISTICS THE STUDY OF
OF A POPULATION. PERSONALITY, VALUES, ATTITUD
ES, INTERESTS AND LIFESTYLES.
Age and gender can influence online
behavior, mobile device interaction These are the determining factors
and definition of the fan community.
Place can influence availability and
popularity of a platform Know your community.

8. Expanding the Fan Circle
BY ENGAGING SUPERFANS, ALL FANS ARE MORE LIKELY TO SEE NEW
CONTENT AND IN TURN SHARE AND ENGAGE. WHEN FANS ENGAGE
IT FILTERS OUT TO THEIR CIRCLES AND HAS THE POTENTIAL TO
BRING IN NEW FANS.
GOAL: New Fans
EXPAND
Casual Fans
THE
CIRCLE Fans
Super Fans
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

9. Tech A&R: Finding&Using New Platforms
FINDING A NEW PLATFORM OR APPLICATION IS LIKE THE QUEST FOR
THE NEXT BIG ARTIST.
TECH A&R? THE ROCKSTAR COMBO
Tech A&R is a group of highly skilled -Points of Difference
individuals who are consistently looking -User Experience
for new and innovative online -Functionality
applications and platforms. These first- -Understanding of the Landscape
movers are apt to help developing -Positioning
startups with overall user experience -Customer Service
advice and guidance. -Innovative thinking
-Solution oriented
Fan-to-Fan marketers should always -Works well for the Artist
be open to new technologies.
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

10. Strategies
Know and respect your community
Socializing theSuperfan
Broadening the circle
Using multiple platforms
Creating “eventness”
Turn reaction into action and engagement
Working with the psychographics of the community
Take a chance with new technology and platforms
Combining Communities
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

11. Case Studies

12. #littleparties4Dulli
A fan-to-fan case study.
Using: multiple platforms, new
applications, socializing the superfans, and
throwing an online Birthday Party.
PROBLEM?
Supefans talking amongst themselves with
no larger social interaction.
Superfans gathered yearly on their SOLUTION?
PRIVATE MESSAGE BOARDS to Work with the fan’s natural instinct to
celebrate the birthday of esteemed congregate and transform the process into
artist Greg Dulli of The Afghan the social space where their activity creates
Whigs, The Twilight Singers & The awareness on a broader scale..
Gutter Twins. It’s a party and you are all invited.
#littleparties4Dulli #littleparites4Dulli #littleparties4dulli

13. Twitter
Instagra
m
Spotify /
Soundro
p
The Party Started on Facebook.
Spotify / Soundrop,
&Instagram and Twitter soon
followed. Creating a cross
platform party.

14. Soundrop is the perfect solution
to the closed message boards.
The fans could listen to Greg’s
entire catalog while chatting
among themselves.
Fan activity fed back into their
Facebook ticker and they
posted about the room on other
platforms.
With the cross platform
promotion the room soon
added both casual and new
fans.
Spotify and Soundrop both
participated in the party.

15. Multiple
Platforms

16. The party generated higher
engagement on all
platforms, but most
importantly it brought the
Super Fans together online
PUBLICLY so they could
participate in their artists
success
Thank you to The Congregation
Facebook Twitter
Strategies:
Socializing the Super Fan
Broadening The Circle
Google+/Tumblr Instagram
Using New Applications
Multiple Platforms Spotify /
Soundrop
Eventness

17. IMAGINE OCEANIA
A fan-to-fan case study.
Activating Fan Psychographics
Integrating Content Across Multiple
Platforms, Superfan Engagement
PROBLEM?
Billy Corgan wanted fans to hear the
album – in its entirety 1 week before
release. Presale stared 5 weeks
before release.
Based on the 13 songs on the SOLUTION?
OCEANIA album, fans were Engage fans with the entire album by
asked to create art in any form having them create art for ALL 13
and share it to any platform. songs, using song title only, creating
Hashtags and multiple platforms a personal bond with the album.
were used to create awareness Using cross platform integration to
for an album that had never been expose content to missions.
heard.

18. Website Integration
CROSS PLATFORM WEBSITE INTEGRATION Instructions for
INTEGRATION the
campaign, links to
Facebook the art, uploaded
Twitter fan art and
Facebook
Instagram Pinterest live feed
DeviantArt were incorporated
Google + into the
Jpgblog website, keeping
content fresh and
tools:
Statigram active.
PhotoPile Fans returned to
Tweegram the site to see if
Textgram their art had been

19. Facebook
FACEBOOK WAS THE HUB OF INFORMATION. FAN ART
FROM ACROSS THE WEB WAS POSTED IN ALBUMS, AND
MADE INTO TIMELINE HEADERS.
FAN INCREASE
2,600,000
2,400,000
2,200,000
1 2 3 4 5 6 7

20. INSTAGRAM PROOVED TO BE THE MOST
Website Integration
ACTIVE, LENDING ITSELF TO CREATIVITY
HASHTAGS WERE INDESPENSIBLE. FAN
PHOTOS (WITH CREDIT) WERE COPIED AND
ADDED TO FACEBOOK, PINNED TO
PINTEREST, AND TWEETED ABOUT.

21. TWITTER WAS USED BY FANS AND THE
OFFICIAL SITE TO SHARE THEIR CONTENT.
FANS POSTED USING HASHTAGS, SP TWITTER
Twitter
TWITTER FOLLOWERS
150,000
RETWEETED CONTENT, POSTED DAILY
FAVORITES AND LINKS TO INSTAGRAM
100,000 PHOTOS, PINTEREST AND DEVIONTART.
50,000
0
1 2 3 4 5 6 7
PINTERESTWAS USEFUL FOR GETTING
MULTIPLE PLATFORMS WORTH OF CONTENT
INTO ONE PLACE.

22. DEVIANTART WAS A NATRUAL HUB FOR
CREATIVE SMASHING PUMPKINS FANS.
MANY CREATED ART FOR ALL 13 SONGS.
ART WAS POSTED [WITH ARTIST CREDIT] TO
FACEBOOK, TWITTER, PINTEREST.
WHERE TO SEE IMAGINE OCEANIA
ART:
Facebook Album: http://bit.ly/SpIOArt
DeviantArt: http://bit.ly/SpIODA
Instagram (statigram) http://statigr.am/tag/spoceania
Pinterest: https://pinterest.com/search/?q=SPOceania

23. JPG HOSTED THE ONLY CONTEST DURING
IMAGINE OCEANIA. ALL OTHER FAN ART WAS
CREATED AND SIMPLY SHARED AMONG
NETWORKS.
JPG BLOG IS A COMMUNITY OF ENGAGED
PHOTOGAPHERS. SMASHING PUMPKINS
FANS WERE ENCOURAGED TO JOIN AND
ENTER THE PHOTO CONTEST.
PHOTOGRPAHERS FROM JPG WHO HAD NOT
EVEN HEARD OF THE BAND WERE CREATING
CONTENT, EXPANDING THE CIRCLE.

24. Strategies
Know and respect your community
Socializing theSuperfan
Broadening the circle
Using multiple platforms
Creating “eventness”
Turn reaction into action and engagement
Working with the psychographics of the community
Take a chance with new technology and platforms
Combining Communities
CAN YOU THINK OF MORE?
Email me at rynda@1968media.com
midemacademy 2013 – Marketing module
All courses to beavailable on: www.midem.com/academy

25. midemacademy 2013
THANK YOU
Rynda Laurel, Founder, CEO
1968media (USA)
www.atrynda.com