Digital Audience Development Workshop for Edinburgh Fringe, August, 2010. A strategy for social media events promotion by Inner Ear

1. Digital Audience
Development
A strategy for social media
events promotion by Inner Ear

2. Digital Audience Development
Inner Ear
Website
Social media use
Radio Magnetic
Website
Social media presence
Terms and Definitions
Campaign
Social Media Services
Platforms
Networks
Tools
Online Promotion Strategy
Step-by-step

3. Inner Ear
Digital media production and promotion
Established 30 September 2000
Content creation
Audio, video, blogs and images
Content communication
Social media marketing
Training and consultancy
Use of social media
Website http://www.innerear.co.uk
Ideas Blog http://innerear.posterous.com
Delicious http://www.delicious.com
Issuu http://www.issuu.com
Vimeo http://www.vimeo.com/innereartv
Twitter http://www.twitter.com/innerearuk

5. Radio Magnetic
Inner Ear's own entertainment media brand
Alternative and underground music internet radio station
Broadcast began: Monday 19 March 2001
UK's longest running independent internet radio station
Shop front for Inner Ear
Promotional platform and testing ground for content
Online content and real presence at events
Increasingly active in social media:
Website http://radiomagnetic.com
Events Blog http://radiomagnetic.posterous.com
Facebook http://www.facebook.com/radiomagnetic
Mixcloud http://www.mixcloud.com/radiomagnetic
Twitter http://www.twitter.com/radiomagnetic

7. Terms and Definitions
http://www.innerear.co.uk/glossary/
Digital media: content
Social media: conversation
RSS
Embeddable Media
Tags
Interaction:
Friends, fans and followers
Services:
Platforms, networks and tools
Web 1.0, Web 2.0 and Web 3.0

8. Social Media Platforms
For this campaign, we're going to seed content on the
following platforms:
YouTube (video)
Audioboo (audio soundbites)
Mixcloud (preview mix)
Spotify (playlists)
Flickr (promotional photos and flyers)
Issuu (event programme)

9. Social Networks
Content will be shared on these social networks:
Facebook (fan page and events)
Twitter (@radiomagnetic and #hashtags)

10. Social Media Tools
To syndicate content, and help realise the campaign, we will
utilise these tools:
Eventbrite (invites and ticket sales)
PayPal (ecommerce)
Google Maps (location)
Google Calendar (scheduling)
Posterous (blog)
Twitterfeed/Ping.fm (linking services)
Cotweet/Tweetdeck (sharing the workload)
Twtqpon (offer ticket offers through Twitter)

11. Online Promotion Strategy
Define the Campaign
Create and collate content
Host content on your blog
Setup statistics and measurement tools
Schedule post publication
Seed content on social media platforms
Syndicate across services using connecting tools
Share through social networks
Start conversations with social media engagement
Sell tickets
Document the event
Use content to reward audience
Continue the conversation
Analyse effectiveness and plan your next event

12. Campaign
Event: Radio Magnetic Winter Rave 2010
Date: Saturday 18 December 2010
Location: SWG3, Glasgow
Time: 9pm—3am
Artists: FOUND and S-Type live, Radio Magnetic
Soundsystem plus guests (TBA)
Ticket Price: £10
Target: reach 25,000 people, sell 400 tickets
Channels: see platforms, networks and tools

13. Content
Create Collate
Audio Audio
Preview teaser Cloudcast mixes
Promotional mix Spotify playlists
Video Video
Event trailer Music videos
Images Images
Digital flyer Artist photos
Text Text
Blog posts Press releases/biogs
Interactive Interactive
Event invitation Invitation responses

14. Create: Teaser
Audacity

15. Create: Trailer

16. Create: Flyer

17. Create: Blog Posts
Consider what you want to
say about your event
Plan out a series of posts
Post content can vary, from
an in-depth interview to a
single image
Media widgets can be
embedded on to posts
Multiple posts can be
created at one time and
scheduled for future
publication

18. Create: Invitation

19. Locate: Google Maps

20. Host
Post on our own website www.radiomagnetic.com
(a Wordpress blog)
Setup a Posterous blog to use for promoting events
http://posterous.radiomagnetic.com
Place content on website and blog (can be either/or)
Create links between blog and social networks

21. Statistics
To measure effectiveness of the campaign, we will use the
following analysis tools:
Google Analytics (website stats)
Google Alerts (mentions in news and blog posts)
Tweetreach (Twitter campaign penetration)
Feedburner (RSS feed subscription tracking)

22. Statistics: Google Analytics

23. Statistics: Tweetreach

24. Statistics: Feedburner

25. Schedule
Use Google calendar to plan post publication
Invite colleagues to collaborate
Schedule content updates
Refer to calendar when adding new content to blog
Create multiple posts and schedule for future publication

26. Schedule: Google Calendar

27. Schedule: Post Dated Publications

28. Seed
Upload created content to relevant platforms, favourite,
like and link collated content
Videos to YouTube
Audio soundbites to Audioboo
Promotional mixes to Mixcloud
Playlists in Spotify
Photos and pictures to Flickr
Event programme to Issuu

29. Seed: YouTube

30. Seed: AudioBoo

31. Seed: Mixcloud

32. Seed: Spotify

33. Seed: Flickr

34. Seed: Issuu

35. Syndicate: Twitterfeed

36. Syndicate: TweetDeck

37. Syndicate: Cotweet

38. Syndicate: Twtqpon

39. Share: Facebook
http://www.facebook.com/
radiomagnetic
We manually post content on
Facebook
Not all website content goes
on to the fan page
As with Inner Ear, fan page is
a place to share ideas and
have fun
Numbers of fans grow steadily
Likes and comments increase
exposure
Two-way link with website
Automatically posts to Twitter

40. Share: Twitter
@radiomagnetic
Automatic posts
from Facebook
Suspended auto
posting from
website
Retweet often
Use specific,
generic and
branded #hashtags
Check often
Take it in turns to
monitor and
respond

41. Start Conversations: Facebook
http://www.facebook.
com/radiomagnetic
On the Radio Magnetic Facebook
fan page, we post content and ask
questions
Recently series of music-related puns
inspired 226 comments
Such high level engagement keeps
people coming back for more
Light-hearted subject matter can be
used to communicate a message
We will plan several such starting
points for conversation during the
Winter Rave 2010 campaign

42. Start Conversations: Twitter
To track the effectiveness of
specific campaigns, use a
unique #hashtag and
encourage everyone to use
it in related tweets
In promoting this seminar,
we coined an abbreviation
for Digital Audience
Development: #digaud
Even a limited number of
retweets and mentions can
have a wide-reaching affect
Reach can be tracked and
measured

43. Track Conversations: Tweetreach

44. Sell Tickets
Ticket sales can be promoted in a similar manner
Combining a service like twtqpon with conversation starters
in Twitter and Facebook can encourage people to
promote the event for you
Use a unique #hashtag as your promotional code
Use content to promote ticket coupon code
Consider what keywords and trackable links you will use
Use content and communication to channel sales

45. Document and Reward
At our warehouse Winter Rave 2010, we will document the
event with audio and video recordings
We will obtain permission from artists performing
We secure necessary music licences from bodies such as
PRS, MCPS and PPL
Audience members are encouraged to capture their own
media content and share it online
Event #hashtags can be used in Twitter and similar tags on
all social media platforms to track reach
Content is shared with audience members to reward them

46. Continue the Conversation
Curate both created and collated content to continue
the conversation
Distribute content through a strategically aligned suite of
social media services
Ask the audience for feedback and respond positively

47. Analyse and Plan
Conduct competitor analysis using Google Alerts and
Twitter Search
Measure campaign reach with Tweetreach, Feedburner and
Google Analytics
Evaluate what worked, and what didn't, in the campaign
Take learnings into account when planning next campaign
Setup new goals and define protocols (tags and #hashtags)
Plan next campaign

48. Further Information
http://www.innerear.co.uk
dougal@innerear.co.uk (creative direction)
andy@innerear.co.uk (production management)
anny@innerear.co.uk (social engagement)
http://www.delicious.com/innerear
http://www.slideshare.net/innerear
http://www.issuu.com/innerear
http://www.vimeo.com/innereartv
http://www.facebook.com/innerearuk
LinkedIn search in groups for Inner Ear
Twitter @innerearuk