Love me, love me, say that you love me
Can I get people using Teen Events? Yes. Here’s how.
Before outlining how I intend to market Teen Events I want to be a little bit obnoxious. I have clearly identified a problem for a certain audience and created a product that I believe solves it. If that wasn’t the case I wouldn’t spend a penny on building or marketing Teen Events. This blog wouldn’t exist. And I’d probably be enjoying a nice lie in. The point I’m making is,
The product is your marketing
everything else is just a catalyst to helping people DISCOVER, LOVE and TALK ABOUT the product.
DISCOVER – you need to reach out to Super Fans, brands and other potential users.
LOVE – you need to know the audience, solve a problem, listen, refine, improve and do things you know they will love, even if they don’t, yet.
TALK ABOUT – give them the tools and assets to talk about your product with their network.
Here’s what I’ll be doing:
IN THE PRODUCT…
WORD OF MOUTH
You’ve just heard this, but it’s probably worth hearing again. By creating an exciting, beautifully executed and most-of-all useful product that people love, Teen Events will generate significant word of mouth whether that’s spoken, or through blog comments, tweets, emails and Facebook updates.
Teen Events is launching as a One Direction Events and Uploads application. Not only does this delay the bigger technical challenge of aggregating millions of listings, but it allows me to ensure the product’s functionality, copywriting and marketing are all focused on one particular group of people – meaning it will resonate more. This also allows us to focus all our technical, support and marketing resource on one hyper-connected ecosystem of similar people. This decision informs almost every other part of this marketing plan.
The user logs in to the product with Twitter only. Following Events auto-tweets their follow including a link back to the Event. Uploading content creates a similar social action. Although potentially frustrating for some, this will drive people into the product. And can be refined later.
A Twitter follow, email list subscribe, or Facebook like. Ensure these calls-to-action are found within the core user journeys, and their benefits articulated in a clear way. Why pay to re-market to people when you can build meaningful relationships with them for free?
THROUGH OTHER PLATFORMS I OWN…
I already own of of the UK’s largest pop music destinations with 150,000 monthly visits, 19,000 Twitter followers, 13,000 email subscribers and 10,000+ Facebook likes. This platform will be used to promote Teen Events extensively.
In fact. I’ve already built some SEOd pages on Maximum Pop! tasked with driving event-related traffic to it (and later to Teen Events), e.g. One Direction events [which currently links to a basic implementation of Teen Events on MP!].
RELATIONSHIPS – FAN SITES
Super fans. Advocates. Taste makers. Whatever you want to call them – these are the most important people in terms of the success of your product. These people are the most likely to ‘get it’, the most likely to use it first, and the most likely to talk about it and get others to use it. Just 50 of these people carefully managed, and invested in your product will drive its traction.
The key to this is to understand:
- What ‘shareable’ assets to create for them
- What’s in it for them
Shareables – Infographics, funny facts and figures, insights about who they are in the world and versus others – these are all things that people are proven to want to share. Make sure your product creates these things if you want people to talk about it. These are fun ways to package up the core concept of what you’re doing – creating short stories for people to share.
What’s in it for them – Be specific. I’ve created the Teen Events 50. These 50 will get early access to the site, an on-site mention, a formalised relationship with the Teen Events team, shout outs on the social channels and mailer, and inclusion in a Twitter list. It’s not a lot, and it’s fair to say I need these people as much as they need me – but people will do a lot for a little if they’re 100% clear what that little is. Be vivid when communicating with these people.
PROGRESS: I have established relationships with One Direction fansites, super fans and Twitter fan accounts with a combined total of over 5,000,000 social followers. I am adding these people to the Teen Events 50.
RELATIONSHIPS – RECORD LABELS / MANAGEMENT
As owner of pop music marketing agency We Are Jolly I worked with every major record label in the UK, and many major management companies. I’ll be trading on these relationships to ensure that the right people are talking about the product at the right time.
RELATIONSHIPS – EVERYONE ELSE
Mates, family, the post man. I will be reaching out to these people and asking them to talk, tweet and Facebook about the site. From my own experience on MP! the best way to do this is to ASK! Don’t wait for these people to see what you’re doing and talk about it – email them with plenty of notice, tell them what you want them to do specifically, and then remind them again nearer the time. This delivers the best result and creates the right story.
And if it hasn’t clicked, the blog you’re reading right now is a core asset I have in marketing the product – and you fall under one of the 3 categories just listed.
I have many years’ experience as a marketing and PR consultant to brands and music acts targeting this audience. We will implement a strategy that includes blogger and press outreach. The idea is to informally approach them with the Teen Events story and keep them up to date as that story changes.
At my social media agency, We Are Jolly, we believed that great social media implementation was about defining a narrative we wanted the world to believe, and then creating and publishing assets to bring that story to life. Teen Events’ social strategy will be the same.
The aim is to create a perception of a must-have product that *everyone* is starting to use. There are 100s of ways this can be realised, but the most important way to plot this is using a day-to-day Calendar Plan which you can see here. We’ll work from this.
SEARCH ENGINE OPTIMISATION
To drive people from organic search [listings in Google, Bing that aren’t paid for]. Implementation of SEO best practice as part of product build and during the listing of Events. In other words, search optimised Event pages and URLs from day 1.
Allowing people to use the massive data set we’re creating in their own product – whether a social profile, website or application.
A Teen Events API would allow people, brands and Super Fans to pull Topic or location-based Event listings from the Teen Events database in the form of embeddable widgets to integrate into their platform. We will become the source for this content. This implementation will have Teen Events branding tasked with driving users back to our product.
This also means that people will list Events with us and then pull data back from us, rather than try and replicate what we’re doing e.g. it makes much more sense for a fan site to list missing Events on Teen Events and then pull the whole set of data onto their website, than try and manually replicate what we’re doing.
If I’ve done my job correctly, significant paid advertising should be unnecessary. But if we need to expedite the process of growing users, then paid and highly-targeted advertising campaigns on Facebook and Google are an option.
If we do this, it should be smart. We should be able to push down the the CPC by specifically targeting One Direction fans and then optimising campaigns based on performance. Most likely, I’d also target Facebook ads by city and age, to tap into geographic and demographic ecosystems – increasing the odds of groups of connected people discovering Teen Events at the same time [creating social proof, a sense of buzz].
FINALLY, SOME RESULTS FROM ACTIVITY SO FAR: