Tweets, retweets, favourited tweets, followers, follow-backs... Twitter provides so much information, sometimes it's complicated to extract conclusions. We have reduced all this welter to five variables. EDM brands can adjust their level of activity, collaboration and interaction. As a reward, they obtain impact and authority. That's all! We have applied this methodology to analyze how the World's Top venues use Twitter to stand out in the new global conversational marketplace.

1. THE WORLD’S TOP NIGHTCLUBS
&
HOW THE LEADING ELECTRONIC MUSIC VENUES MAKE
THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
An insightful look into EDM brands' quest for impact
and authority on the new global conversational marketplace
www.woomedia.es
DIGITAL COMMUNICATION & PUBLIC RELATIONS

2. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
WELCOME
YOU ARE READING THE MOST COMPREHENSIVE STUDY EVER
CONDUCTED ON EDM CLUBS AND TWITTER. BESIDES, WE'VE WORKED
HARD TO MAKE IT ENTERTAINING. THIS IS WHAT YOU'LL FIND HERE...
INTRODUCTION
2
OUR METHODOLOGY
3
A GLANCE AT EUROPE
4
A LOOK ON AMERICA
5
ACTIVITY
6
COLLABORATION
7
INTERACTION
8
SYNERGIES
9
A COUPLE OF TIPS
10
ET VOILÀ!
17
01

3. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
INTRODUCTION
ELECTRONIC DANCE MUSIC HAS BECOME BIG GLOBALLY THROUGH
CONVERSATIONS AMONG FANS, PERSONAL RECOMMENDATION,
NARRATION OF LIVE EVENTS... TWITTER IS ALL THAT.
e are not saying anything
new if we state that the
Internet and social media
has changed the music
business for good. For some genres it’s been their downfall. They
failed to adapt to the new system
and made the mistake of fighting
against the new digital culture
rather than working together with
it. Electronic Dance Music
(EDM) has taken the opposite
path. It was a genre for minorities in the 80’s and 90’s and now
it’s turned into a global phenomenon. EDM hasn’t followed this
path with the help of the major
record labels, or the media, or
the industry’s traditional powers.
EDM has become huge relying on
social media.
W
In the same vein of our previous
research, WORLD’S TOP 100
NIGHTCLUBS & SOCIAL
MEDIA, we have carried out an
enormous analytical effort to delve
into the heart of electronic music
and the core of social media. This
time, we have focused on Twitter.
Why this platform and not some
other? What does Twitter have to
deserve a monographic research?
Twitter is music. Music is Twitter.
Let’s have a quick look at some
figures. This network was created
in California in 2006 and it already
has 500 million registered users.
Among them 220 million are active users. 50% of users follow at
least one musician. 90% of the
Billboard Hot 100 artists are on
Twitter. The 5 most followed accounts of the platform are all musicians. The top 5 global trends last
year were all music-related. Electronic music is the fastest growing
genre. The hashtag #EDM is used
an average of 5,000 times per day.
We could continue to provide figures, but surely you’ve already got it.
Twitter is music. Music is Twitter.
There is something unique in
this network which attracts music lovers. There are many reasons
for that. It’s versatile, it’s userfriendly, stars and celebrities are
easy to access to and it has always
fitted smoothly to any type of device, whether it’s a desktop, a tablet
or a smartphone. Whatever the
reason, the point is that on Twitter
you can feel the heart of electronic
music beat. Also on Facebook,
YouTube and SoundCloud, but
there’s a special bond between music and the bluebird’s network.
The audience comes to Twitter to
express brief, powerful ideas.
There’s no room for running one’s
mouth. It’s a perfect space for people to share their suggestions and
recommended bits of music, for
reviewing products and services,
and for spreading content on communities united by a common interest. It’s also an ideal platform
for narrating live experiences, from
concerts to movies. You don’t find
your friends on Twitter. You find
strangers who might live on the
other side of the world, but who
are linked to you by a shared
passion.
This is how EDM has grown so
popular. Imagine the power of
thousands of fans building communities, posting tweets, retweeting, #FollowFridaying...
Through these frontierless
habits of the Twitter culture the
music genre ended up reaching
millions, till today.
DJMag’s Top 100 Clubs,
starting point to this study
The British DJMag’s ranking, which is
published at the beginning of each year,
is considered the bible for clubs worldwide. In this study we will analyse how
clubs with at least 10,000 Twitter
followers manage their presence on
this platform. They are 39 overall,
including 20 from Europe and 19 from
the American continent.
02
Twitter is a global conversational
marketplace which records 340
million tweets a day. Each of them
tries to buy or sell something: products, services, ideas, information,
emotion, companionship ... EDM
promoters must learn the rules of
this new world and join it on equal
terms with the rest of users. The
future is written in 140 characters.

4. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
OUR METHODOLOGY
ANYONE CAN COMPLICATE THE UNCOMPLICATED.
WHAT IS COMPLICATED IS TO UNCOMPLICATE THE COMPLICATED.
1
TWEETS, RETWEETS, FAVOURITED TWEETS,
MENTIONS, REPLIES, FOLLOWS, FOLLOW-BACKS...
Twitter offers never-ending possibilities to analyse accounts
performance. However, ir provides so much information,
sometimes it's complicated to extract clear conclusions.
We have reduced all this welter to five variables...
2
EDM BRANDS CAN ADJUST THEIR LEVELS OF...
ACTIVITY
3
COLLABORATION
INTERACTION
(number of tweets per day)
(retweet ratio)
(reply ratio)
ACCORDING TO THAT, THEY OBTAIN CERTAIN LEVELS OF...
IMPACT
(number of followers)
AUTHORITY
(ratio of retweeted tweets)
4
AND THAT’S ALL! LET’S FORGET ABOUT THE REST AND MOVE ON!
03

5. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A GLANCE AT EUROPE
WHAT CLUBS ARE GROWING MORE RAPIDLY IN THE OLD CONTINENT?
17%
13%
Trouw
Amsterdam, 35
Ministry Of Sound
London, 7
19%
The Arches
Glasgow, 90
16%
Fabric
London, 4
5%
21%
The Warehouse Project
Manchester, 19
Tresor
Berlin, 85
9%
Melkweg
Amsterdam, 97
Berghain/Panorama Bar
Berlin, 18
8%
Fabrik
Madrid, 9
12%
Sankeys Ibiza
Ibiza, 80
34%
Privilege
Ibiza, 17
16%
DC10
Ibiza, 14
14%
Guaba Beach Bar
Limassol, 15
17%
Amnesia
Ibiza, 10
Papaya
Peg, 25
18%
Space Ibiza
Ibiza, 2
Cocorico
Rimini, 27
18%
Ushuaïa Beach Hotel
Ibiza, 28
BCM
Mallorca, 6
Pacha
Ibiza, 3
23%
10%
5%
0%
LEGEND:
COUNTRY
11%
Venue name
Location, # DJMag
X%
Increase of
Twitter
followers in
Summer 2013
(*) Methodological note:
The growth of Twitter followers has been
calculated by analysing the period between
July 1 and September 30, 2013.
04

6. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A LOOK ON AMERICA
HOW ARE THE CLUBS’ FAN COMMUNITIES EVOLVING
AT THIS SIDE OF THE OCEAN?
7%
Beta Nightclub
Denver, 81
7%
Avalon
Los Angeles, 49
5%
The Exchange
Los Angeles, 60
Guvernment
Toronto, 22
Spybar
Chicago, 82
7%
5%
LIV
Miami, 70
3%
D-Edge
Sao Paulo, 32
0%
Anzu Club
Sao Paulo, 23
0%
Warung Beach Club
Camboriu, 16
7%
Green Valley
Camboriu, 1
Tao Beach Club/Nightclub
Las Vegas, 58
10%
Mansion
Miami, 47
5%
Set
Miami, 83
Marquee Dayclub & Nightclub
Las Vegas, 11
6%
Club Space
Miami, 46
6%
Pacha NYC
New York, 26
XS
Las Vegas, 45
15%
4%
Surrender/Encore Beach
Las Vegas, 34
6%
10%
Cielo
New York, 79
11%
6%
LEGEND:
COUNTRY
Venue name
Location, # DJMag
X%
Increase of
Twitter
followers in
Summer 2013
(*) Methodological note:
The growth of Twitter followers has been
calculated by analyzing the period between
July 1 and September 30, 2013.
05

7. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
ACTIVITY
WHAT CLUBS ARE MORE ACTIVE?
16
MORE ACTIVE
60%
23,000
14%
80,000
64%
Pacha NYC
New York, 26
16
Avalon
LA, 49
15
88,000
Surrender/Encore
Las Vegas, 34
59%
28,000
57%
6
Green Valley
Camboriu, 1
LIV
Miami, 70
5
Spybar
Chicago, 82
4
15
Ushuaïa
Ibiza, 28
XS
Las Vegas, 45
6
83,000
19
Ministry Of Sound
London, 7
Mansion
Miami, 47
139
Amnesia
Ibiza, 10
Guvernment
Toronto, 22
6
39,000
62%
8
8
16K
57%
Fabrik
Madrid, 9
10
Fabric
London, 4
8
The Warehouse P,
40%
72,000
77%
400,000
45%
78,000
62%
9
The Arches
Glasgow, 90
49,000
8
Manchester, 19
Trouw
86,000
46%
16K
35%
86,000
41%
22,000
40%
15K
36%
10K
56%
22,000
75%
87,000
71%
84,000
71%
13K
56%
LESS ACTIVE
13K
43%
15K
67%
Space Ibiza
Ibiza, 2
4
D-Edge
Sao Paulo, 32
Sankeys Ibiza
Ibiza, 80
3
4
The Exchange
LA, 60
Papaya
Peg, 25
2
4
Beta Nightclub
Denver, 81
Guaba Beach Bar
Limassol, 15
2
10K
4
Set
Miami, 83
Amsterdam, 97
Melkweg
2
22,000
4
Club Space
Miami, 46
BCM
Mallorca, 6
2
Marquee
Las Vegas, 11
Pacha
Ibiza, 3
1
Tao Beach Club
Las Vegas, 58
Privilege
Ibiza, 17
1
3
Anzu Club
Sao Paulo, 23
Cocorico
Rimini, 27
1
11K
2
Cielo
New York, 79
Tresor
Berlin, 85
1
11K
1
Warung
Camboriu, 16
Berghain/Panorama
Berlin, 18
0,1
DC10
Ibiza, 14
15K
36%
6
3
10K
40%
Amsterdam, 35
4
59,000
80%
0,1
LEGEND:
COUNTRY
Venue name
Location, # DJMag
DEGREE
OF ACTIVITY
FOLLOWERS
AUTHORITY
06
11K
26%
75,000
70%
15K
28%
19K
22%
23%
46%
13K
19%
124,000
67%
39,000
COUNTRY
37%
29%
35%
18K
67%
29,000
80%

8. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
COLLABORATION
WHAT CLUBS COLLABORATE MOST WITH THEIR FOLLOWERS?
23,000
58%
Avalon
LA, 49
36%
The Warehouse P,
86,000
MORE COLLABORATIVE
39,000
62%
80,000
64%
13K
56%
28,000
57%
15K
67%
22,000
40%
59,000
80%
13K
43%
10K
56%
15K
LESS COLLABORATIVE
36%
87,000
71%
84,000
71%
22,000
75%
Amsterdam, 35
Trouw
44%
11K
35%
Spybar
Chicago, 82
BCM
Mallorca, 6
40%
13K
XS
Las Vegas, 45
Fabric
London, 4
40%
26%
Guvernment
Toronto, 22
Berghain/Panorama
Berlin, 18
33%
Mansion
Miami, 47
Ministry Of Sound
London, 7
26%
Surrender/Encore
Las Vegas, 34
Privilege
Ibiza, 17
25%
20%
Anzu Club
Sao Paulo, 23
Amsterdam, 97
Melkweg
24%
19%
Green Valley
Camboriu, 1
Ushuaïa
Ibiza, 28
20%
19%
Warung
Camboriu, 16
Fabrik
Madrid, 9
14%
16%
The Exchange
LA, 60
Pacha
Ibiza, 3
14%
LIV
Miami, 70
Space Ibiza
Ibiza, 2
13%
11%
Cielo
New York, 79
Papaya
Peg, 25
12%
19K
11%
Set
Miami, 83
The Arches
Glasgow, 90
7%
16K
11%
D-Edge
Sao Paulo, 32
Cocorico
Rimini, 27
6%
11K
Marquee
Las Vegas, 11
Guaba Beach Bar
Limassol, 15
5%
10K
Tao Beach Club
Las Vegas, 58
Amnesia
Ibiza, 10
1%
4%
Club Space
Miami, 46
DC10
Ibiza, 14
1%
Tresor
Berlin, 85
16K
57%
Pacha NYC
New York, 26
6%
59%
15K
8%
83,000
50%
14%
10K
40%
Sankeys Ibiza
Ibiza, 80
20%
60%
Beta Nightclub
Denver, 81
23%
88,000
57%
33%
15K
36%
Manchester, 19
35%
14%
0%
LEGEND:
COUNTRY
Venue name
Location, # DJMag
DEGREE OF
COLLABORATION
FOLLOWERS
AUTHORITY
07
41%
28%
26%
19%
86,000
46%
18K
67%
400,000
45%
39,000
37%
22,000
46%
78,000
62%
49,000
40%
124,000
67%
75,000
70%
22%
35%
29%
23%
72,000
77%
29,000
80%
11K
35%

9. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
INTERACTION
WHAT CLUBS INTERACT MOST WITH THEIR FANS?
Marquee
Las Vegas, 11
BCM
Mallorca, 6
47%
23%
Anzu Club
Sao Paulo, 23
Ministry Of Sound
London, 7
44%
19%
Beta Nightclub
Denver, 81
The Arches
Glasgow, 90
34%
Tao Beach Club
Las Vegas, 58
Ushuaïa
Ibiza, 28
14%
Surrender/Encore
Las Vegas, 34
Privilege
Ibiza, 17
12%
13%
The Exchange
LA, 60
Amsterdam, 97
Melkweg
12%
13%
XS
Las Vegas, 45
Fabric
London, 4
10%
8%
Green Valley
Camboriu, 1
Pacha
Ibiza, 3
10%
7%
LIV
Miami, 70
Sankeys Ibiza
Ibiza, 80
9%
15K
7%
Spybar
Chicago, 82
Amsterdam, 35
Trouw
9%
11K
6%
D-Edge
Sao Paulo, 32
Amnesia
Ibiza, 10
9%
6%
Guvernment
Toronto, 22
Papaya
Peg, 25
6%
6%
Mansion
Miami, 47
Cocorico
Rimini, 27
5%
11K
4%
Pacha NYC
New York, 26
Guaba Beach Bar
Limassol, 15
4%
10K
3%
Warung
Camboriu, 16
DC10
Ibiza, 14
4%
3%
Cielo
New York, 79
Space Ibiza
Ibiza, 2
3%
3%
Club Space
Miami, 46
Berghain/Panorama
Berlin, 18
2%
2%
Set
Miami, 83
The Warehouse P,
Manchester, 19
1%
Tresor
Berlin, 85
MORE INTERACTIVE
75%
15%
87,000
71%
13K
56%
15K
36%
84,000
71%
80,000
64%
22,000
40%
83,000
59%
28,000
57%
59,000
80%
10K
40%
15K
36%
16K
57%
39,000
62%
88,000
60%
15K
67%
13K
43%
LESS INTERACTIVE
Fabrik
Madrid, 9
15%
14%
22,000
75%
10K
56%
0%
26%
Avalon
LA, 49
25%
23,000
LEGEND:
COUNTRY
Venue name
Location, # DJMag
DEGREE OF
INTERACTION
FOLLOWERS
AUTHORITY
08
49,000
40%
13K
19%
400,000
45%
16K
35%
78,000
62%
39,000
37%
22,000
46%
86,000
46%
124,000
67%
28%
26%
72,000
77%
19K
22%
29%
23%
29,000
80%
75,000
70%
18K
67%
86,000
41%
11K
35%

10. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
SYNERGIES
HOW DO CLUBS BENEFIT FROM THE COOPERATION
WITH THEIR MOST OUTSTANDING DJs?
203,000
Ministry Of Sound
London, 7
84K
The Warehouse P,
Manchester, 19
17K
Ushuaïa
Ibiza, 28
Pacha
Ibiza, 3
MARKUS SCHULZ
14K
14K
155,000
121,000
MICHAEL WOODS
135,000
30K
THOMAS GOLD
OLLY JONES
DJ HEIDI
1M
320,000
320,000
120,000
12K
290,000
165,000
176,000
78,000
CARL COX
ROGER SANCHEZ
SVEN VÄTH
MARCO CAROLA
1M
Surrender/Encore
Las Vegas, 34
8K
Privilege
Ibiza, 17
7K
Pacha NYC
New York, 26
6K
XS
Las Vegas, 45
886,000
840,000
Tao Beach Club
Las Vegas, 58
AFROJACK
886,000
STEVE AGNELLO
886,000
305,000
STEVE AGNELLO
R3HAB
GARETH EMERY
1,05M
6K
627,000
512,000
252,000
DIPLO
AFROJACK
1M
5K
62,000
ARMIN VAN BUUREN
DASH BERLIN
282,000
5K
AVICII
STEVE AGNELLO
1,03M
262,000
840,000
Marquee
Las Vegas, 11
DAVID GUETTA
GUY GERBER
13K
Amnesia
Ibiza, 10
DJ CHUKIE
LOCO DICE
12,7M
51K
Space Ibiza
Ibiza, 2
AVICII
PETE TONG
AVICII
BENNY BENASSI
KASKADE
ERICK MORILLO
DJ VICE
(*) Methodological notes:
LEGEND:
1. Only DJs with the highest degree of cooperation
(retweets, mentions and replies) with each venue are listed.
2. Only clubs with the highest amount of new Twitter followers
gained between July 1 and September 30, 2013 are displayed.
COUNTRY
09
Venue name
Location, # DJMag
new
Twitter
followers
in Summer
2013
DJ’s FOLLOWERS
DJ NAME
DJ’s FOLLOWERS
DJ NAME
DJ’s FOLLOWERS
DJ NAME

11. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
CONCLUSIONS
AND AFTER ALL THESE DATA, WHAT NOW?
DOES A HIGH DEGREE
OF ACTIVITY
GUARANTEE IMPACT
AND AUTHORITY?
DO HIGH
COLLABORATION AND
INTERACTION ALWAYS
LEAD TO SUCCESS?
Rest assured that tens of
B rate much and don’t inter-
A thousands of people
haven’t decided to follow you
on Twitter to see you stay quiet.
If you’re too shy to talk, you’ll
disappoint your community.
Every night there are thousands
of stories going on at any club.
Why not select two or three and
tell them? Now, does a high
tweeting frequency always lead
to success? Not really. It depends on dozens of additional
factors: the quality of your
events, the reputation of your
brand, the interest of the stories
you tell... Anyway, you must
tweet often. On Twitter, you are
worth the conversations you are
able to ignite and there’s no
conversation if you stay muted.
Some clubs don’t collabo-
act a lot with users, and yet their
numbers are skyrocketing. How
is that possible? Keep in mind
that many of those are wellestablished brands with several
decades of experience behind
them. Collaborating and interacting on Twitter is a must. Twitter communication is bidirectional. Giving is just as important
as receiving. You should be
aware that no matter how big
your brand is, on Twitter you
aren’t more important than the
last of your followers. You have
to approach them as peers, help
them spread their content, answer their questions, fulfill their
needs...
WHAT IS THE
DEFINITIVE FORMULA
FOR A HIGH IMPACT
AND AUTHORITY?
There is no magic formu-
C la. Twitter is a tool for
connecting people. The same
rule doesn’t have the same effect on different people. Think
of two children raised in the
same family, in the same environment... The first becomes an
aggressive stock agent while the
second becomes... a DJ! It happens in life and it does on social
media. Much more important
than trying to achieve the big
numbers is deciding how you
want your brand to be on Twitter. Do you wanna use humour?
Wanna be provocative? Wanna
share music or videos? Whatever... Just find a style you feel
comfortable with. Success will
follow you.
WHY IS IT SO IMPORTANT TO CREATE
SYNERGIES WITH DJs?
IS TWITTER USED DIFFERENTLY IN
EUROPE AND IN AMERICA?
The disc jockeys are the human face and the
There’s no doubt about it. Twitter is much
E creative genius of electronic music. They attain
D more integrated into the Americans’ social-
more social audience than clubs and festivals. This
fact must be regarded as an opportunity for venues.
Clubs can gain many thousands of fans if they know
how to take advantage of this moment of global
enthusiasm for the genre. They have to create spaces
for cooperation with the stars. How? With retweets,
mentions, direct conversation, content sharing, joint
initiatives.... When a world-class DJ visits your night
club, it is not just a chance to make money. It’s also an
opportunity to transfer a portion of his digital
success to your venue.
digital habits. In Europe there’s an obvious gap between some clubs that are truly committed to this
platform and others who have a token presence.
When it comes to the recent increase of the volume
of followers, displayed on previous pages, the
growth is remarkably sharper in the Old Continent.
Why? We must take into account that the analysed
period goes from July 1 to September 30, 2013. This
time of the year is high season in Europe (summer),
whereas offseason in the USA (torrid summer in
Miami and Las Vegas) and Brazil (winter).
10

12. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A COUPLE OF TIPS...
BEFORE EVEN
PRESSING THE
FIRST KEY,
LEARN THE
ESSENTIALS
#goal
#investment
Make no mistake. Getting
a million followers is not
your goal; it is just a
means for achieving your
goal. If you’re not 100%
persuaded of this, you will
probably get a huge community of followers, but
you won’t know what to
do with it.
If you thought Twitter
was free of charge, welcome to reality. Handling
communities of several
tens of thousands users
will require you to spend
some money on human
resources, software, web
development, professional photography and
video production...
340
million
tweets per day
#competition
The world is not waiting for you to launch
your tweet. Your
message will be displayed between the result
of a tennis match and
an NGO call to save
the oceans. This is
your market. Think
how to attract attention in the middle of
so much noise.
#control
If you think you have the
control over your Twitter
community, think it over.
PUT YOUR
USERS FIRST:
GIVE THEM
VOICE, LISTEN
AND LEARN
FROM THEM
#buyandsell
Twitter is a global market
based on conversation.
Everyone comes to it to
buy or sell something:
friendship, relations, information, inspiration ...
If you want to sell something, you need to buy
something too. That’s
how it works.
#participation
#prescription
#cooperation
Welcome to the era of
conversational markets.
Your customers won’t
buy you just because your
product is good. They will
buy from you if you have
allowed them to participate in its development.
Your job is not to tame
your followers. Instead,
your job is to empower
them. Inspire them and
offer them tools so that
they will become your
ambassadors. They will
make you great.
Get to know your core
audience. Know them by
their names. Find out
who they are and what
they do. If they are bloggers, journalists, musicians ... Give each one of
them what they need.
#relevance
#visibility
#listen
Make sure that the users’
engagement has offline
effects. Your most loyal
followers should feel special when they visit your
nightclub: discounts,
queuing, free drinks...
Give visibility to your
most loyal followers.
Name them, retweet them
and put them in the spotlight. Your reward will
make them even more
loyal.
Your audience will tell
you everything you need
to know, from what DJs
you should hire or how to
improve the gin-tonics
you serve. Listen and note
down everything they say.
11

13. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A COUPLE OF TIPS...
#language
#context
Think about how you will
speak on Twitter. You
have three options: as a
brand, through one or
more community managers who reveal their
actual names or making
up a fictional character to
humanize the brand’s
voice... Mr. Party, for
example.
EDM is a global genre.
You should speak your
national language and also
English. Therefore, you
need to decide how to
resolve the issue of
bilingualism: different
Twitter accounts by
language, bilingual
speaking or opting for the
common code, English.
Despite several attempts,
Twitter hasn’t devised yet
the right interface to
clearly display conversations. So when you answer a follower, make sure
you mention the question
or the previous phrase so
that everyone will understand. Reading @user A lot!
is a bummer. Better off:
@user Whether we like
Moby's latest album? A lot!
#comprehension
#humour
Don’t post on Twitter the
same things you post on
Facebook. The platform
is different, the way of
reading it is different. It
just doesn’t work.
BE AWARE
OF THE
LIMITATIONS
OF
TECHNOLOGY
#voice
#channels
SHAPE YOUR
MESSAGES
IN THE RIGHT
MANNER
Write readable tweets.
Nobody will understand a
thing if you post three
hashtags, four mentions
and a link altogether. Use
short sentences, but long
enough to say something.
Crack jokes, be ironic, use
sarcasm, laugh.... On
Twitter, this is like the
Bible.
#platforms
#connection
Don’t keep sharing links
pointing to your
Facebook account. The
switch from Twitter to
Facebook doesn’t run
smoothly on mobile
phones. You'd better
offer a link to a blog or a
website developed with
responsive design.
Roaming rates may
discourage your international customers from
sharing their opinions and
the photos taken at your
club. To settle this, offer
free wifi. If the idea of
5,000 people downloading their email and consuming all your bandwidth makes you freak
out, there’s a solution.
Limit the wifi access to a
few social platforms.
Twitter, Facebook and
Instagram, for example.
#mobile
If you are in doubt
about how to shape a
message, imagine the
recipient will read it
on a smartphone. That
will help you decide. If
it’s good for mobile,
it’s good enough for
desktop and tablet.
#links
When you post a link,
mention what type of
content it directs to. People like to know where
they are going. Tell them
if it’s video, audio, photo
or plain text.
12

14. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A COUPLE OF TIPS...
GIVE YOUR
BEST AT
LIVE EVENTS
#live
#emotion
#expectation
Tweetcast your live
events. It’s a simple tip,
but it’s also an essential
one. After all, the heart of
electronic music lies
there, on the live shows.
If you do it well, you can
skyrocket your audience.
This is the all-or-nothing
moment for you. Make
sure you reflect on
Twitter all the magic,
excitement and fun of
your show. Come up with
the most inspiring words
you know. Narrate what
you see by using your
heart. Use photos and
high quality videos.
Plan your strategy
properly. You must create
expectation before the
day of the event, but
make sure you don’t let
everyone down in the
end. If you lack the
necessary resources to do
it well, don’t raise
too many expectations.
#quality
#incentive
Deliver top quality
photos taken with a
professional set. The
built-in phone camera
doesn’t have superpowers. It’s not suitable
for taking night pictures.
Stimulate the user-generated
content —mostly photos,
the easiest item to be shared
during a party. Ignite participation through questions,
calls to action, draws...
HANDLE
CRISIS
SITUATIONS
CORRECTLY
#criticism
#balance
#attacks
Start by accepting that
you’re never going to be
liked by everybody. If you
admit that criticism will
come sooner or later, you
will handle it more
naturally when it does.
Find the balance. Don’t
be a prisoner of criticism
but don’t ignore it either.
Learn from those who are
constructive, ignore those
who aren’t.
If you own a successful
brand, you’ll get unfair
attacks and you’ll have to
suffer the trolls’ hassle.
Smile! If you weren’t
hated by anybody, that
would mean you are a
nobody.
#freedom
#facts
#naturality
You don’t need to have
the last word in your
online discussions with
users who criticize you.
Sometimes they just want
to express themselves and
it’s legitimate they do so.
When you go through a
reputation crisis or false
rumors arise, just apply
the universal principle:
keep calm and remember
the facts.
Talk and let others talk
about your competitor
venues and other DJs,
even if you get compared
unfavourably. Don’t kid
yourself. Your clients go
there too. Acting naturally
towards other brands
shows you are selfconfident.
13

15. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
BUILD
AN ACTIVE,
ENTHUSIASTIC
COMMUNITY
#audience
Don’t become obsessed
with becoming a top trend.
Getting there might get
you some credit in front
of others, but nothing else.
Settling yourself in the
mainstream implies boring
your core audience. And
for what? For reaching a
crowd that will forget
about you in five minutes,
as soon as the next trend
shows up.
creators inactives
joiners
conversationalists
spectators
COLLECTORS
Profiles by: forrester.com
A COUPLE OF TIPS...
critics
#profiles
Not all fans are equal, or use Twitter the same way.
Give each user profile a little of what they want.
#energy
#attention
Constatntly boost energy
into your community. Use
humour, make questions,
set up competitions, call
to action. Encourage
participation and photo
sharing, promote picking
the mixes of the week...
Be methodical. Write
down the identity and the
frequency of those who
retweet, reply, mention or
mark you as favourite. In
a month’s time, you will
have a comprehensive
map of your prescribers.
Make Twitter an effective
customer support channel. It’s inexpensive and
will add value to your
account. The community
manager should be closely
linked to the club and get
to know it in depth.
#noise
#usefulness
#fraud
Be active, but do not
invade your followers’
timeline with hundreds of
replies. It feels as bad as
spam. If you have to
answer 100 users, send
direct messages.
ATTRACT
TALENT
TO YOUR
BRAND
#method
Don’t schedule an automatic feed that tweets
your web news and then
forget about it. You’ll
gain a few fans, but you'll
be creating a useless
community.
Don’t buy followers. Today, some sites offer up
to 5,000 followers for 10
dollars. If you do, you
may get some credit in
front of your boss in the
short term, but it will be
useless otherwise.
#stars
#dialogue
#opportunities
Cooperate with your best
DJs. They’re the real stars
of EDM. Retweet them
and make sure they retweet you. Mention them
and let them mention
you. Do not improvise.
Reach an agreement with
them and devise a joint
digital action plan.
Organize Twitter interviews with your star DJs.
Then turn them into a
sequence with Storify and
publish them on your
website or blog. You'll be
shocked by the amount of
traffic you’ll get.
Give opportunities to
young talents who deserve a chance. Remember
that you are an opinion
leader. You should make
a generous use of this
status.
14

16. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A COUPLE OF TIPS...
#focus
#conversation
#favours
If what you have to say is
important, say it several
times and at different
times of the day to reach
users with different habits
or located in different
time zones. But put it
differently each time.
Provide new details and a
different approach in
each repetition.
Use open hashtags which
allow you to be part
of broader ongoing
conversations. Don’t get
obsessed with imposing
your own hashtag. Rather
than isolating your posts,
it is preferable that you
should join ongoing conversations by adding up
some value to them.
Do not hesitate to ask for
favours on Twitter. If you
have a problem with your
sound system and you
need to open an hour
later, tweet it and ask your
followers to spread the
word.
#ambassadors
71% of tweets
don’t obtain
any reaction
Seek the cooperation of
your employees to be
your brand’s ambassadors.
The more you are, the
more people you’ll reach.
Source: Sysomos
AMPLIFY
THE REACH
OF YOUR
MESSAGES
71%
#words
On Twitter 1,600 million
searches are submitted
every day. Imagine how
important it is to use the
right keywords.
6%
6% are
retweeted
92%
During the
first hour
#action
Make your Twitter
identity visible at your
club alongside with calls
to action: Tweet what you
see!
23%
One answer
85%
23%
obtain
an answer
1,5%
Three answers
11%
Two answers
#improve
Take these stats into account. If you improve
these ratios, congrats! You’re above the average!
15

17. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
A COUPLE OF TIPS...
BOOST YOUR
PERFORMANCE
WITH THE
SUITABLE
TOOLS
#hootsuite
#socialbro
#socialmention
To dashboard your way
through social media at
full speed.
To find out what time is
best to tweet based on
your followers’ habits.
To track mentions of
your brand, your competitors and your activity on
Twitter and other social
networks.
#twitonomy
#trendsmap
#storify
To get a valuable
radiography of your main
activity indicators on
Twitter.
To find out what topics
of conversation are the
hottest by geographical
areas.
To create fun stories
from Twitter conversations and display them on
your website or blog.
#ifttt
#hashtagfy.me
#klout
To automatically bounce
on Twitter the photos
you post on Instagram,
among many other
features.
To analize how well your
hashtags orthose of your
competitors perform out
there.
To rank yourself
according to your online
social influence, based on
a mathematical algorithm. Trust this method
but no more than your
own instinct.
#yarr.tv
Is there anything missing?
How can we improve?
To display on your club's
or event's screens what
your fans are saying on
Twitter and also to show
your Facebook photos
and YouTube videos.
This study is a work in
progress. We have collected
a fair amount of tips, but we
surely have left many good
ideas unmentioned. Do you
want to submit yours?
Contact us!
INFO@WOOMEDIA.ES
16

18. WORLD’S TOP NIGHTCLUBS & TWITTER
www.woomedia.es
HOW THE LEADING EDM VENUES MAKE THE MOST OUT OF THE MOST VERSATILE SOCIAL PLATFORM
ET VOILÀ!
HAVE YOU ENJOYED THIS STUDY?
HAVE YOU BEEN ENTERTAINED?
HAVE YOUR LEARNT ANYTHING USEFUL?
IS THERE ANYTHING YOU DON’T AGREE ON?
DO YOU WANT TO DISCUSS IT?
DO YOU WANT TO LEARN MORE?
CONTACT US!
+34 658 703 711
INFO@WOOMEDIA.ES
@WOOMEDIA_ES
www.woomedia.es
WORLD’S TOP NIGHTCLUBS & TWITTER
Ibiza, 25th October 2013
DIGITAL COMMUNICATION & PUBLIC RELATIONS
Study conducted by
Woo Media is a Bilbao and Ibiza-based company
founded in Spain in 2012. We are dedicated to helping
clients who need to spread a message and rely on
creativity and experience to obtain success. We feel
comfortable in all leisure and entertainment-related
sectors. Music, live events and sports are our natural
habitat. We like to observe consumer behaviour in
order to find the most efficent channels and to shape
the right messages to reach him/her. We use public
relations (media liason, event planning, lobbying) and
new digital media (websites, blogs, social networks).
We master technology, but our approach is not
technological. We are natural-born communicators.
We enjoy talking to people.
Ibai Cereijo
Founder & CEO of Woo Media
@ibai_c
Contributors
Laura San Martín
Garazi Serrano
Layout & infographics
Woo Media
Acknowledgements
Javier Celaya of dosdoce.com,
for his support and guidance
This study has been published under a Creative Commons ’Attribution-NonCommercial-NoDerivative license’; the work may be copied and
distributed by any other means provided that its authorship (Dosdoce.com) is credited, it is not used for commercial purposes and is not
amended in any way. The full license may be viewed at: http://creativecommons.org/
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