Internet Strategy in 7 Steps For Artists, Bands and DJ's

Internet Strategy
in 7 steps from fanship to value

#DDMCA #Strategy
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com
Problem ...
#DDMCA #Strategy
Problem: Silos in the internet ecosystem
LinkedIn
Twitter
Website aanverwanten*
Website
Facebook App
Youtube
Theres no relationship between all different data sources and databases
Third Party databses

Google+
Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.
Nobody oversees the brands whole ecosystem on daily basis
#DDMCA #Strategy
Solution ...
#DDMCA #Strategy
Solution: Restructuring the ecosystem
Website
Facebook
Twitter
Google+
Youtube
Website Subsidairies
App
Connection is the holy grail Single Sign On is the solution to extract the data from different sources
DB company value
Third Party databases

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.
#DDMCA #Strategy
Why ...
#DDMCA #Strategy
The whole internet = Level Playing Field
Level Playing Field
Own Domain
Social Networks
Third Party Domains + Social Networks Indexed by Search Engines
#DDMCA #Strategy
How ...
#DDMCA #Strategy
Determine your Ecosysteem
Device independent
Time independent
*Graphic by Fred Cavazza
Location independent
#DDMCA #Strategy
What ...
#DDMCA #Strategy
Determine Key Performance Indicators
Distribution
What channels are you using? How can people reach you? Are you visible?
Interaction
How likely are followers going to engage? Is your message spread around? Do your fans and followers interact with each other?
Influence
How does sentiment change due to the Social Media activities? Are your fans and followers satisfied about brand, service or product?
ROI/ROE
How many sales and results do you get? What will be the cost of specific interaction?
Internal
What is the output of your team? Hows your team performing?
Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers
Retweets Forwarding Sharing Comments Like or Rate Reviews Contributors Page views Unique visitors Traffic generated Time on site Response time
Sales revenue Registered users Issues resolved Resolution rate Number of leads Cost of lead Conversion rate Cost of sale Revenue Lifetime value Support cost Share of repeat Transaction value Money in the bank Net profit, etc
Conversation Net Promoter Satisfaction Sentiment Evangelists
Posts E-books Presentations Videos Photos Updates Tweets Forum posts Marketing budget Staff payroll Development costs
Aperformance indicatororkey performance indicator(KPI) is an industry jargon for a type ofperformance measurement. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged. Sometimes success is defined in terms of making progress toward strategic goals,but often, success is simply the repeated achievement of some level of operational goal (for example, zero defects, 10/10 customer satisfaction, etc.).
Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associated with the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead to the identification of potential improvements; and as a consequence, performance indicators are routinely associated with performance improvement initiatives.
#DDMCA #Strategy
Analyse ...
#DDMCA #Strategy
Brand Monitoring & Optimization
Brand(s)
Connections Activity Dialogue Consumption Revenue Value
Optimization
Promotion Customer Community Monetization
Impact Key topics (buzz), Related third parties, Competitor(s), Event(s), Industries, World Related topics Activity per network etc ...

Follower(s), active Fan(s), Consumer(s), Customer(s) (Key) Influencer(s) Business Value Segmentation for targeted promotion
Overlap of Fans of Related third party portfolio Enhanced segmentation Cross community marketing
Network value Customer value Community value Upsell/Cross-sell New business models
#DDMCA #Strategy
Summarized ...
#DDMCA #Strategie
Summarized on 1 page
We believe that the extensive digitization and distribution of content has brought a revolution with (new) coupled business models and value for our brands, products and services. The development of the Internet and (mobile) devices results in a changing behavior and influence of the target group regarding 'awareness of/and preference for our brands, products and services. We believe in a strategy based on fanship, conversion and value. Trends Strategy Pilars How
Awareness by management and organization Improvement of communication by stakeholders Structure and Efficiency (Cross) Portfolio analyses
Addition of Financial value Increase online and offline sales X X X X X X X X X X X X
Why
Hot or not Gain brand preference Fanship

Consumption via a channel of choice Gain activity Conversion

Based on consumption Based on connection Based on transaction (download, ticket, merchandise e.d.)
Share within the internet ecosystem Gain market share Value

Determine umfeld Borgen relevante data en assets Customer profiling (360 degree profile) Optimalization business models Introduction new business models
X
Improve and maintain reputation Increase target group Increase (viral) reach Increase engagement
What
Determine monitoring Increase brand awareness Determine crisis management Determine customer care department Warranty of innovation
Channel
Facebook Twitter Google+
Level
Follower, Engager, Ambassabor Follower, Engager, Ambassabor Follower, Engager, Ambassabor Consumer Consumer, Customer Consumer, Customer Consumer, Customer Customer Inner circle
Interactie
Listen/Play (consumption) Referral (traffic) Listen/Play (consumption) View/Play (consumption) Download (transaction) Download (transaction) Listen/Play /Download (consumption/transaction) Buy (transaction) Buy (transaction)
Data
Indentification, Interest, Demographics, Reach Identification, Topics, Reach Indentification, Interest, Demographics, Reach Indentification, Preference Indentification, Preference, Customer Value Indentification, Preference, Customer Value Indentification, Preference Indentification, Preference, Customer Value Indentification, Preference, Customer Value
Where
Youtube iTunes Beatport Spotify Eigen domein (shop) Ticketing**
Result Customer segmentation: identification, Marketing data : intrest, preference, sales, topics Value : turn over, brand integration ('advertising'), network- and media- value (size and activity), balance sheet: customer records & customer value
Questions ...
Management, Consultancy & Advies
Denis Doeland
P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com
#DDMCA #Strategy

Internet Strategy in 7 Steps For Artists, Bands and DJ's

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Internet Strategy

in 7 steps from fanship to value

Problem: Silos in the internet ecosystem

Theres no relationship between all different data sources and databases

Third Party databses

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.

Nobody oversees the brands whole ecosystem on daily basis

Solution: Restructuring the ecosystem

Third Party databases

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.

The whole internet = Level Playing Field

Level Playing Field

Third Party Domains + Social Networks Indexed by Search Engines

Determine your Ecosysteem

Determine Key Performance Indicators

Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers

Conversation Net Promoter Satisfaction Sentiment Evangelists

Brand Monitoring & Optimization

Hot or not Gain brand preference Fanship

Consumption via a channel of choice Gain activity Conversion

Share within the internet ecosystem Gain market share Value

Youtube iTunes Beatport Spotify Eigen domein (shop) Ticketing**

Management, Consultancy & Advies

P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com

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