Analytics for Musicians

Marshall Sponder,Lecturer at Zicklin School of Business, Baruch College,

With Students of MKT 4093 Fall Semester

About Me:

Teach:

Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620

Rutgers University: http://www.masongross.rutgers.edu/content/marshall

Write:

ClickZ: http://www.clickz.com/author/profile/2854/marshall-

sponder

Blog: http://webmetricsguru.com/

CMSWire: http://www.cmswire.com/author/marshall-sponder/

Book:

http://www.amazon.com/Social-Media-Analytics-

Effective-

Interpreting/dp/0071824499/ref=reader_auth_dp

Speaking today as an Educator, Writer, Artist, Analyst

Encouraging Synthesis and Containment within my Students (particularly those within The Arts)

Source: ALLEGHANY MEADOWS http://www.clemson.edu/centers-institutes/cva/calendar-of-events/images-calendar/14Spr-Alleghany-Meadows.jpg

Some of what we teach at @Zicklin School of Business

Web Analytics (Adobe & Google Analytics)

Viral Media Analytics

Social Media Analytics

SEO/SEM, Email Marketing, etc.

Programmatic (MediaMath)/trading

desk

Audience Analytics (Comscore)

DIGITAL PROGRAM

Creating the world’s first Programmatic Training Program at a University Level - Baruch College in partnership with Industry Leaders this Spring (2015). (Programmatic= Automated Trading/Targeting of Online Ads)

http://zicklin.baruch.cuny.edu/programs/undergrad/index_html/degrees/mktg.html/digital-mrketing.html

http://zicklin.baruch.cuny.edu/programs/graduate/mba/majors/index_html/marketing.html

Authored and teach a popular course at Rutgers University since 2012 @ Mason Gross School of the Arts (online) for the Arts

The audience for my course @RutgersU

was intended for the Arts

only, but ended up becoming a

course that many business students take,

and has hundreds of

students taking it next semester

In the Rutgers course we study each Social Media Channel, its audience and ways to reach and engage with it.

Source: http://www.snydergroupinc.com/2014-stats-comparison-top-6-social-media-platforms-infographic/

Question:

What type of Media was Ellen’s Selfie at the Academy Awards this year?

Answer: Paid

http://www.titan-seo.com/NewsArticles/trifecta.html

There is an “Art” to creating engaging online advertising (messaging) and targeting it to get to the right audiences

Frameworks are ImportantMcLuhan’s “Medium is the Message” might apply here, as well -

http://themorningsocial.com/2013/12/26/social-media-unlocking-business-performance/

Social Media Platforms have evolved (beginning ~ 2004) and now can deliver fairly sophisticated intelligence to Musicians – fueled mainly by using imagination and effort.

1950’s 1960’s 1970’s 1980’s 1990’s 2000-2004 2004-2009 2010-2020 and beyond

We are in the midst of a technological evolution that rivals the industrial revolution and its still “early stage”

Structured Unstructured Semi-Structured

Big Data is turning into Omni-Intelligent data points embedded into addressable “web services” – connected by Social Media and Search.

http://www.bbc.com/news/technology-30100184

“Big Data” is now almost the same thing as “Social Media” and can be used, along with third party tools TO GROW AUDIENCES

Facebook Audience Insights can be used to ideate and develop audience size estimates by location, interest and Geo-Demographics

https://www.facebook.com/ads/audience_insights/people?act=28533099&age=18-&country=US

Facebook Graph Search (released in early 2013) can, with the right focus, chart audiences and “micro audiences” for performance and audience acquisition

Used Facebook Ads to target my own potential students for Rutgers Social Media for the Arts Fall 2014 Semester – and it may have helped me fill up a second section for a very small spend.

Remember to use “Brand Descriptors” in your Targeted Advertising and Marketing.

Twitter Ads is simpler for Musicians to put in place and helps create AWARENESS of their concerts and online presence.

LinkedIn is best used for Networking and Job Advancement.

Grant Recipients tended to neglect developing LinkedIn

Examples of Musicians using Social Media (with varied success)

Blogging not only established Composer and Musician Cesar Aviles as a thought leader in the orchestral music area, but it also improved his musical abilities. See http://tipsforclassicalmusicians.com/

Unfortunately, he failed to develop his “Brand Proposition”

Javier Dunn (http://www.facebook.com/javierdunn) is a musician using Facebook very effectively by posting personal comments, gives a lot of his music away – but still leaves a lot “on the table”.

Charlie Zeleny is a drummer that lives in Brooklyn NY, links up his other social media accounts with his LinkedIn account.

Genesis of an Artist’s Facebook

Nate Harris

•Begrudgingly started in 2013

•Used in conjunction with website blog

•At first, just family were fans

• Engagement was very low

•Over time, colleagues/ attendees liked the page

•Using Facebook wall in lieu of ‘after-the-show chats’

•Responded to every interaction

• Encouraged fans to ‘like’ at the show, creating an immediate CTA

Engagement blossomed

The Benefits: Promotion

• Local fans are able to find performances

• Venues more receptive due to social promotion

• Overall, larger turnout/ ticket sales due to immediate communication

The Benefits: Opportunity

• With a developed web presence, personal brands seem more flushed out

• Bigger musicians see a strong social media footprint as an indicator of ‘has-their-stuff-together’

• Granted licensing permissions for an album by the Dave Brubeck Estate

• Recorded with Tom Kennedy and Dave Weckl

The Benefits: Interaction

• Able to reconnect/ keep in touch with musician friends in all places

• Create fans for life

• Share the social love

Takeaways

• Small followings are still great if your fans are superfans (%conversion is the KPI, not #s)

• The worst thing is no or an incomplete social presence

• The important of social media is not only direct (sales)

• It’s good to personalize and make your account your own! Intelligent soapboxing is encouraged

Working with Venues and Musicians

@Chamber-Music.org

At Baruch we came up with our own approach to profile the strength of anyone’s online marketing presence over time.

We looked for strengths and weaknesses that we could impact through observation and continuous process improvement.

Roulette in 1 year, possibly..

What are the burning Qs we want to know about our audience?

Source: Geofeedia.com

Venues Roulette visitors also visited in Brooklyn (for cross promotion)

Source: Facebook Graph Search

Identify and Find

Influential Audiences

for Roulette and its

immediate competitors

such as BAM.

Brand Affinity –Comparing

Roulette.org to BAM on

Facebook (Graph Search)

TOP 20 CROSSOVER Brand Affinities liked by both Roulette AND BAM audiences living nearby who actually visited BOTH!! –using Facebook (Graph Search)

Identified ~3000 people (mostly females) who could be reached that would “support the arts” –

Finding Commonality in Audience

Roulette’s audience in the target demographics is about 1/10th the size of BAM’s

Visitors who went to both

Venues

With Waterfire the challenge was similar, yet different – but we honed our techniques based on the regular Placemaking events that attracts several

thousand people, several times a year to Downtown Providence, RI

First, we drafted a 5 Step Business Process Strategy for them.

Note: Continuous Improvement Cycles are common in many disciplines as a means to improve process.

Similar to Roulette.org, we listened to what Waterfire wanted and defined in the terms that our Analytics Tools could inform and answer

They also identified a need to come up with a subscription service to drive regular, recurring revenue from attendees

With Venues and Events, we have been able to trackSocial Media Presence at the Event in real time

We can view the clickstream of the physical and cultural world much as we could in Web Analytics

Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).

Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).

Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).

Use additional tools such as Geofeedia as a magnifying glass to deep dive study a specific location on a specific time/date

This is a potential new way to find sponsors and other interesting activities

At Baruch College Zicklin School of Business I asked students to “Data Enrich” public data that we sifted from the “Geo-Web” from Geofeedia into Google Forms to produce actionable information

As a result of Data Enrichment we could begin to answer vital questions

We also found Virtual and Physical present audience were almost identical – lending weight to both sets of data

Source: Google Analytics

We can data enrich our audience data to get email address, phone number, birthdate, house address

and specific dates attended

we were able to make some fairly perceptive, independent predictions of the Economic Impact of Visitation to events

We used a similar approach the study public institutions such as the Metropolitan Museum of Art –looking for ethnographic themes and stories around physical visitation.

Cred

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10.17 #nyc #themet | @metmuseum

“People go to the

Met because they want to feel prestigious” or, because they like the Art

How often do visitors come to The Met?There is only 265 accounts that visited The Met more than 5 times over the last year.

Most of the top 50 accounts were museum employees, partners or tour guides.

What are people

doing at the

MET?

With the Geo-Data we were able to profile what people Do

And When and Where they Do it

Keywords are often limiting, and SEO can only take you so far – Temple of Dendur at the MET had 6x more activity than

Keywords mentioning Dendur or Temple captured.

Unusual Affinities of Frequent MET Museum Goers (perhaps non members displaying Membership Behaviors)

And come up with Actionable things the MET could do to better engage its audience via the insights from Analytics

1. Have regular music events (place making) taking place at 4-6 PM in Temple of Dendur – invite people to come witness the light, use the MET APP to help with this..

2. The Rooftop Café Bar is so popular it makes sense to keep it open year round, and put bubble enclosures on the top, so be can

what if The MET partnered with “Starbucks” of Wolfgang Puck to create a special drink or meal that only people could have when they attended to the Museum?

Or perhaps, to get the MET to be more present in people’s lives, they could have a frozen version (with a picture of Art at the MET) and people who want that food at home, can buy it and imagine being at the MET – say while eating a special desert, etc.

With Roulette, Waterfire and The Metropolitan Museum we come to the familiar Analyst experience of answering initial questions, exactly as asked, yet to find more and more questions pop up, much like the heads of a Hydra. Perhaps that is our “new business reality”.

Which Brings us to Chamber Music America

Affinities of Jazz Grant Recipients

Affinities common to CMAJazz and Classical Grant Recipients

Affinities of Classical Grant Recipients

• DC Jazz Festival• EFG London Jazz Fest• Montreal Jazz Festival• Vortex Jazz Club• New Orleans JazzFest• Dave Weckl• The Wire• The Village Voice• Jazz Cafe• Universal Music Group• Artists House Music• Corinne Bailey Rae• Sony Music Global• The New Yorker• Cheltenham Festivals• Ambrose Akinmusire• Radiohead• Brad Mehldau• Rolling Stone• Highline Ballroom• Cassandra Wilson• Brooklyn Bowl• XL Recordings• Red Hot Chili Peppers• Lalah Hathaway• Knitting Factory BK• Wigmore Hall• Webster Hall• The GRAMMYs

• (Le) Poisson Rouge• Carnegie Hall• National Endowment For The Arts• Gustavo Dudamel• Lincoln Center• The New York Times• The Kennedy Center• Museum of Modern Art• BBC Magazine• Museums (in general)• Guggenheim Museum• BBC Radio 3• Whitney Museum• Barbican Centre• Brooklyn Museum• Metropolitan Museum of Art• WQXR Radio• Terence Blanchard• NPR• Vijayiyer• Wynton Marsalis• Christian McBride• Steve Reich• Walker Art Center• Bill Frisell• Chris Potter• Chris Thile• Sasha Frerejones• Bla Fleck

• London Philharmonic• Hammer Museum• Baltimore Symphony• Louisville Orchestra• Kansas City Symphony• Toronto Symphony• Indy Symphony• Pacific Symphony• Boston Symphony• Atlanta Symphony• San Francisco Ballet• Organizations• Aurora Orchestra• Nashville Symphony• Detroit Symphony• Edmonton Symphony• Berlin Philharmonic• Dallas Symphony• Cafe OTO• STL Symphony• Minnesota Orchestra• Zildjian Company• Vic Firth• National Theatre• EMI• CBSO• New Museum• SFMOMA• Daniel Lopatin Source: StatSocial.com

Both Categories of Grant Recipients need to do more with social media, but Classical Musicians seem to have a larger gap/learning curve to overcome.

The Jazz Recipients seem to have paid more attention to building relationships on LinkedIn and to Visual Social Media (Pinterest and Instagram); they are more aware of SEO than the Classical Recipients.

The Classical Recipients seem to be slightly stronger in their local presence, blogs, online video and Facebook.

CMA Case Study: Rose and the Nightingale

Online presence needs development, but the website is a good start

Pulled Data from San Francisco Conservatory of Flowers for the last 2 months (sample above)

(Assumed) that the Audience would be Garden Goers –sifted 45 certified “Garden Goers” using Geofeedia across several locations that R&N want to play in or have played in over the last 2 years.

9% Professors, 7% Spiritual, 21% Photographers, 7% Designers

What distinguishes people who attend gardens such as the ones we are examining here? Demographics of garden goes from RN

What distinguishes people who attend gardens such as the ones we are examining here? Demographics of garden goes from RN

What distinguishes people who attend gardens such as the ones we are examining here? Demographics of garden goes from RN

What distinguishes people who attend gardens such as the ones we are examining here? Demographics of garden goes from RN

Create audiences to and build a relationship with them using social media. Once we have done that, then invite them (and their friends) to the next nearby concert.

Reaching Rose and the Nightingale’s Audience in Social Media using Native Ads (Social Advertising) is almost “point and click” if you have a good list.

Rose and the Nightingale could run Local Awareness Ads near the Gardens they are playing at a few days ahead of the performance to Target Audiences to drum up attendance.

http://techcrunch.com/2014/10/07/facebook-hyper-local-ads/

Need to give, give, give in order to be able to ask the audience to come to Musicians’ performances

Parting Words – Summary – Some Things Musicians can do that will make a measureable impact on their audiences

1. Be present on Twitter, Facebook, LinkedIn and possibly one or two visual social media channels – posting regularly and completely filling out profiles in each place.

2. Talk about what your passionate about on you BLOG (even if it is not related to music or your music) – if you had to formulize it – talk 3x as much about your passion topics as you do your performances, this will help build your sympathetic audience.

3. Set up a website (most of you have done this) as the central hub of your activities and connect up all the social channels your active on (don’t leave any out). For many of you, other music related sites such as Soundcloud and Live Nation may also be important to connect. Also make the same connections on all of you channels. Make sure your Website has a blog or connects up to your blog.

4. Put Google Analytics on your website and if possible, enable Google Universal Analytics (perhaps doing some of the enablement we have spoken about today.

5. Try to keep a list of people who regularly engage with you so you can, perhaps, start a loyalty program around giving more to fans who are passionate about your music.

Questions?

Thank You!

• Marshall Sponder, @webmetricsguru

• Lecturer - Zicklin School of Business

• Baruch College

• Marshall.sponder@baruch.cuny.edu

• Now.seo@gmail.com

Additional Thanks goes to….

• and Colleague at Zicklin School of Business• Jeanette Vuocolo, Program Director, CMA

• Nate Harris, CUNY

• Jody Redhage, Rose and the Nightingale (CMA Grant Recipients)• – Chamber Music America• MKT -4093 and MKT 4555 students at Zicklin School of Business,

who also contributed some work to this deck

Backup Slides – Analytics for Musicians

Each Social Media Channel has its own unique audience demographics to connect with

Source: http://www.slideshare.net/mmmsocialmedia/social-media-marketing-for-musicians-35271915

How many users are there in each Social Media Channel (circa 2013)?

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Most people are now on multiple social media accounts though they may be active one or two of them.

The opportunity for building audience online that can lead to offline concert attendance has never been greater

Social Media/Digital Channel

Web Audience(ComScore, October 2014, United States)

Notes

Twitter(great for “awareness”)

34.8 million UV

Approximately 14 million UV is interested in Performing Arts and Music, though Performing Arts alone is very Niche (120K). About 1/3 of this audience cross visits Tumblr, GoodReads, DevientArt, Glassdoor, Pinterest and LinkedIn, while almost everyone who has a Twitter account also has a Facebook account they visited that month.

Facebook (great for Engagement)

131 million UV

About 650,000 people monthly are interested in Arts and Culture. Essentially, perhaps half the monthly visitors have some interest in Art and Music. About 34% of the audience also cross visits LinkedIn, Pinterest and Google+, etc.

LinkedIn(great for business networking)

48.4 million UV

While LinkedIn has over 300 million users, the interaction (and speaking only of the United States in this context) is much less, with around 48 million, and less than 100,000 people who are specifically Arts/Music based. The audience is certainly larger than this – but use LinkedIn to get new professional work, possibly new gigs.

Here’s another example of a Framework from the Wallace Foundation many in the audience may be more familiar with.

Social Analytics and Web Analytics tools can access and target all three areas, often inexpensively.

The “Time Spent” collecting, organizing and curating the data – turns out to be similar to ACTIVITIES DATA SCIENTISTS END UP SPENDING much of their time and cost on.

http://www.wallacefoundation.org/knowledge-center/audience-development-for-the-arts/strategies-for-expanding-audiences/Documents/The-Road-to-Results-Effective-Practices-for-Building-Arts-Audiences.pdf

The Wallace Foundation’s 9 Arts Audience Building Practices are transportable to existing or evolving Web and Social Analytics Practices.

In fact, 6 of the 9 practices are IDENTICAL (other 3 are close)

http://www.wallacefoundation.org/knowledge-center/audience-development-for-the-arts/strategies-for-expanding-audiences/Documents/The-Road-to-Results-Effective-Practices-for-Building-Arts-Audiences.pdf

“Big Data” is now almost the same thing as “Social Media” and can be addressed strategically through Facebook, Twitter, LinkedIn platform tools, along with other free and paid third party tools TO GROW AUDIENCES

http://socialbusinesssandy.com/2013/02/21/social-and-big-data-socbiz-ibmsocialbiz-bigdata-socialbusiness/

Facebook Audience Insights can be used to ideate and develop audience size estimates by location, interest and Geo-Demographics.

https://www.facebook.com/ads/audience_insights/people?act=28533099&age=18-&country=US

Facebook Audience Insights can be used to ideate and develop audience size estimates by location, interest and Geo-Demographics.

https://www.facebook.com/ads/audience_insights/people?act=28533099&age=18-&country=US

Facebook Graph Search (released in early 2013) can, with the right focus, chart audiences and “micro audiences” for performance and audience acquisition, via targeted Facebook Advertising wedded to a phased Content Strategy.

A larger audience can be built with several “micro audiences” if you have the content strategy and targeting (or “we”, at Baruch MKT 4093 can help select CMA artists evolve it next Spring).Audience Facebook Graph

Search ResultsAudience Saturation

Jazz lovers who live near East Lansing, MI

47 100%

Those above who also like ETIENNE CHARLES

12 26%

Facebook Graph Search Data provided me a way to profile communities of my MGSA Music Students so I can design courses that would better engage them.

You can do a good deal of creative “profiling” with Graph Search, and while the results aren’t “hard science” that can very useful for ideation around community building, as well as emotionally rewarding and illuminating – as long as you don’t take what you find as gospel.

Need to supply my percussionist students with something physical to do.

However, using Targeted Advertising is not a replacement for knowing your “Target Audience” and “Brand Differentiators” intimately.

I read several hundred reviews of my course at Rutgers over the last three years and a couple of things stood out over and over again – I made sure to highlight these things in my MARKETING.

1. Flexible Schedule2. All Online 3. Easy going Instructor (me)4. Relaxing and Engaging – get to sit, read and watch videos while learning

about the world we live in5. Learn the true impact of Social Media on our Daily Lives

(Bus/Careers/Creativity).6. Helps you get well rounded in blogs and find your place in the blogosphere7. Utilizes social media to learn about social media8. The most unique course at Rutgers, possible the best course at the

University.9. Last Spring almost half of the 213 students (over 100) were referred by

friends who took the course in previous semesters.

Action1

23

4 5

8

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Every Musician, Duo or Quartet, in today’s world, to best prosper, needs to consider realigning their marketing efforts along the lines of a “media artist/agency” and “technology artist” – and eventually, an Analytics Artesian.

Analytics can inform almost all the aspects of this “new Artist Ecosystem”.

Geolocation and Web Analytics can inform Touring, Appearances, Publishing and even Recording, while Social Media Analytics can inform Fandom.

http://newartistmodel.com/wp-content/uploads/2014/08/Music-Business-Strategies-Ebook.pdf

Twitter Ads can be used in a number of ways and might actually be simpler for Musicians to put in place. Twitter is best used for creating AWARENESS of you concerts and online presence.

LinkedIn should be used by Musicians both, as a Market Research Tool and the Social Networking Platform that it was intitially created to be.

LinkedIn for Non-Profits is also useful for Musicians, because many connections and gigs/concerts can come out of the associations built with non-profits.

Certainly, the CMA itself is a non-profit, and yet in led to grants for many of the musicians we are talking about today.

https://nonprofit.linkedin.com/index

LinkedIn is a Market Research Tool and Social Networking Platform.

https://www.linkedin.com/edu/alumni-fos?id=101152&facets=&keyword=french%20horn&start=0&count=10&filters=on

Some Ideas from Rose and the Nightingale

Pulled Data from San Francisco Conservatory of Flowers for the last 2 months or so – the first garden she gave me

We have to learn the dance of how to give in specific sequences and ways … in order to get the right to ask for what we want

https://buzzfarmers.com/marketing-genius/lessons-jjjrh/

WE can build custom audiences for R&N with the lists pulled from Geofeedia and create very targeted advertising

http://urlprofiler.com/blog/outreach-influencers-directly-using-new-twitter-custom-audiences/

Use Instagram lists for intelligence, trend watching or data enrichment.

Currently no option to run ads directly on Instagram from a list https://help.instagram.com/1415228085373580

You can get the data from Facebook and directly run Targeted Ads with it. Additionally, the Instagram and Twitter Data collected so far can be “Data Enriched” to find the Facebook Accounts, and then added to Targeted Ads, here.