november 2010 – Page 21 – Lykle de Vries

Dutch national radio uses Tribemonitor to create a Social Media Chart

please use Google Translate to read the full article. Then go over to tribemonitor.com and get yourself a beta-account.

(Full disclaimer, I am co-founder of New Music Labs)

Amplify’d from eerstehulpbijplaatopnamen.blogspot.com

Initiatiefnemer 3FM schakelde voor de samenstelling van deze lijst Ard Boer in, chief van New Music Labs in Groningen. New Music Labs ontwikkelt tools en concepten voor de muziekindustrie. Dit varieert van online marktingcampagnes (o.a. MGMT, Plan B, Hurts), Tribe Monitor en websites tot iPhone apps. Daarnaast is Ard mede-intiatiefnemer van Into The Great Wide Open op het o zo mooie Vlieland. Vandaag vertelt hij wat over de achtergrond en werking van de Serious Talent Chart, morgen 3FM-muzieksamensteller Tijs van Liemt.

Eerst Ard: “Wat zo leuk is aan het beginnen van iets nieuws is dat de uiteindelijke toepassing anders is als waar je het in eerste instantie voor bedacht hebt. Halverwege 2009 hebben we bij New Music Labs behoefte aan een tool die meet hoe succesvol online marketingcampagnes zijn. Dit om te leren van succesvolle artiesten. Ook willen wij aan klanten harde data kunnen terugkoppelen over een al dan niet succesvolle, door ons verzorgde, online campagne. Nu zijn er op het net tal van toepassingen beschikbaar om social media te monitoren. Specifiek voor muziek blijkt het aanbod echter schaars en de toepassing óf heel duur óf niet geschikt voor wat wij precies nodig hebben. In zo’n geval zit er niks anders op dan het zelf te ontwikkelen.”

Eind 2009 heeft New Music Labs de eerste versie van Tribe Monitor live en krijgt Ard de kans om een presentatie op Noorderslag te doen: “Tribe Monitor blijkt een tool waar veel partijen in de muziekindustrie behoefte aan hebben. Dat is vaak het mooie van je eigen probleem oplossen: in veel gevallen kun je er iemand anders ook blij mee maken! Inmiddels gebruiken enkele major platenmaatschappijen en een groot aantal kleinere labels, boekers, artiesten en managers onze tool.Read more at eerstehulpbijplaatopnamen.blogspot.com

See this Amp at http://amplify.com/u/eeuf

сайт

Positioning Matrix: Lifestyle, Pain, Brand, Product, or Features

What do you want to be, in your customers perspective? Consider your options, choose a position and a direction.

Amplify’d from www.web-strategist.com

Positioning Level Description When to use Drawbacks

Lifestyle An effort positioned at the the desires and experiences in the buyers life –not connected to products Works well in regulated industries (Wells Fargo, Amex, have deployed in this way), or companies who sell component products. Great for deploying at a new market when you’re trying to introduce a new concept or offering. Also strong at clinching competitive marketing space. While an ‘associative’ effort it may not be closely tied to the products and not drive prospects down the marketing funnel.

Pain Point Focusing on the trials, tribulations, and pain in a buyers life or work. It’s key to pointing out to customers the challenges that may exist in their life, then quickly move into product positioning. Use this to connect to a prospect in the wider mouth of the marketing funnel, this is often a first hook. If a company only positions against pain they may not move customers down the funnel, quickly follow up with value statement and product introduction.

Brand Positioning directly on a company’s brand, much how Coke does it. A company that has an existing, established, brand promise can lean on this reputation as a standing point. Standing on a brand promise –and the associated tagline –works well in reputation driven industries. Positioning against brand works for Coke and Pepsi, but it’s required millions over decades to have this level of recognition –most cannot hinge entire effort on this level

Product Focusing on the product itself, such as discussing a new car –but not it’s features. Use when your brand is established and releasing a new product set, use this level to sub segment into a new product category. Many tech vendors that brief me start at this level but forget to focus on ‘why’ this product exists as they’ve built a company around a technology –instead of around a customer need

Features Focusing on features such as speeds and feeds, this positioning competes at sub product level. Used to compare in a crowded market when there are established players and little deviation at brand or product level. Often used in consideration and buy stage of a product. This is granular and may not be effective in new markets, or markets where consumers only care about the outcome of buying the product.

Use this Framework

Use value statements in your positioning –at each level. Positioning at each level still requires a value statement that answers “What’s in it for me?” for example, lifestyle is the opportunity to connect, gauge, or interface with peers.

Use all levels in a coordinated effort. This framework isn’t about using only one level at a time, but the sophisticated marketer will deploy all levels and know how to amp up one of the other at the right moment.

Funnel your prospects through the phases. The savvy will know how to shift prospects to the various levels at the right moment, and customers will arrive into the marketing funnel at different levels –know how to advance them to the right level at the right time.

Read more at www.web-strategist.com

See this Amp at http://amplify.com/u/eeu3

mobi game

Not all fans are created equal

Consider the 100 True Fans that Kevin Kelly so famously coined, there’s a whole variety of fan-types out there. Don’t mix them up!

Amplify’d from www.musicthinktank.com

‘Fan’ is a metric of measurement of a persons dedication to your music.

The Friend

Lets get something straight: a friend can certainly become a fan, but is not by any means, an inherent fan.

When any artist first begins creating their music, the friends are the initial support system: looked to for feedback, to attend the first shows, to help spread the word, etc. And in most cases, friends are more than happy to do these things. But ultimately, these people are supporting YOU because you are a friend, and not necessarily supporting your music as a fan.

The Bandwagon Fan

Bandwagon-ers are those who join into a fan base simply because it is the popular thing to do. Often doing more speaking than anyone else, many bandwagon fans will be the loudest in the room, trying to prove that they belong. While this sounds great, these fans are ultimately less interested in you and your music than they are the other fans and their own sense of belonging.

These are short-term fans who will add little value to your fan base and unfortunately will most likely disappear as quickly as they came.

The Listener

These are passive fans that they will enjoy the music as others share it or post it to their blogs, but ultimately won’t take the action needed to seek out and listen to the music on their own time.

Don’t misinterpret these fans though, as The Listener is truly the lowest level of fan that you do want to put your effort into. With a little effort, a listener will most likely become a hobbyist.

The Hobbyist

Unlike Listeners, The Hobbyist fans are actively seeking new music from new and existing artists. These are fans who may have stumbled upon a song they liked and decided to look into the band a little further. However, for the most part, this research is done just to find a place to stream music or download music for free.

The lack of willingness to purchase music right now is because these fans are still unsure about the need to experience the music on a long term…

The Committed

The Committed fan is someone who buys all of the music and sees the artist/ band perform when they come to town. These are fans who will engage with artists on a regular basis through social media and will sign up for the official mailing list just so they can remain up to date on any and all news.

These are the fans that can be counted on to check out and even share blog articles, youtube videos and even tweets. Typically fans that are committed to your music will be similarly committed to another artist as well and it will show through their Facebook and Twitter updates. In other words, these fans should be highly valued and time should be spent creating real relationships, as these are the fans who will likely convert their friends to become fans as well.

The Superfan

The Superfan is the golden egg. These are the fans that can launch a career. A Superfan will buy an album, then buy it again when a special edition is released. A Superfan won’t just go to a show, they go to as many as they can. A Superfan is beyond a dedicated fan- they have established an emotional connection so strong with the music that it becomes a piece of who they are.

Superfans take their fandom to the streets, and are the best candidates for street team and tribe members. If you find yourself with a Superfan who is almost religiously following you and/or your music, do absolutely everything you can to empower them to continue to build your fan base for you. These are the fans you WANT to give exclusive music, behind the scenes videos, backstage access, etc. as they will be the most likely to reverberate any value you give to them back to the rest of the fan base.

Read more at www.musicthinktank.com

See this Amp at http://amplify.com/u/eetu