How Oniracom leveraged Facebook's photo tagging to grow Lenny Kravitz's presence on Facebook

1. Lenny Kravitz Facebook Photo
Tagging Campaign
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Fan Tagging Increases Artist Visibility:
How Oniracom leveraged Facebook’s photo tagging
to grow Lenny Kravitz’s presence on Facebook

2. Photo-Tagging Strategy Explained
• Facebook has a photo tagging feature where users can tag
themselves or others in any photo on a Facebook Fan Page
(as long as the feature is enabled).
• When a Facebook user is tagged in a photo, a notification
is displayed on their profile and news feed. The user’s
friends will see the picture they have been tagged in and the
Fan Page the picture was from (Lenny Kravitz in this case).
Example of Tag
Notification
• This is free advertisement for the Artist. Friends of
friends will see the pictures and Lenny Kravitz’ Fan Page on
the tagged user’s profile, driving traffic and encouraging
them to be fans of Lenny Kravitz.

3. Implementing the Strategy
1) Enable the tagging feature in Facebook.
2) Take multiple pictures of the crowd at each show from the stage and
encourage fans to tag themselves on your Facebook Page when they get home.
3) Facebook becomes an interactive environment where fans comment on
the pictures and photo albums.
4) As a result more fans jump into the conversation and create a buzz. Anyone
who sees Lenny Kravitz’s profile on Facebook can easily be engaged.
Result: Lenny’s Facebook fans and Page traffic quickly increases.

4. Example of a Tagged Photo

5. Trackable Data
51 photo albums of shows were posted
over a course of 13 weeks during
Lenny Kravitz’s European 2009 summer tour.
1500
• Average number of Daily New Fans 1200
Before - 664 900
During - 1153 600
After - 823 Before
300
0
During
After
• Average number of Daily Unique Page Views
Before - 683
During - 2,301 3000
After - 944 2400
1800
1200
600
Before 0
During
After

6. What Oniracom will do for you:
• Oniracom executes campaigns that work along side of
music industry cycles, such as touring or album release.
• During Lenny Kravitz’s tour, we were able to help
translate fans at the show to Facebook fans by giving them
an action item from the artist: go tag yourself on my
Facebook Page.
• This provides a unique artist/fan interaction for a fan to
be able to not only see, but tag themselves, in the photos
that the artist took.
• Fans in turn drive more traffic to the Artist Page on
Facebook and become more involved as a fan.
For Prices, please call 805.695.8200 or email
info@oniracom.com