2. REAL FANS. FOR REAL.
STEP 1:
Forget about Facebook Fans for one second
STEP 2:
Try to remember the original definition of a fan*!
STEP 3:
Now let’s go back to Facebook & social media and let’s see
how we can use for real the real power of real fans
* A fan, sometimes also called supporter, is a person who is enthusiastically devoted to
something, such as a band, a sports team, a book or entertainer (Source: Wikipedia)
3. THE FACTS
A new media shape is out there! THE
ORIGINAL DIGITAL CONTENT
produced by ARTISTS & BANDS for
their fans
A HUGE ENGAGEMENT at massive
scale is not used yet in a structured
way - like “traditional” digital marketing
campaigns have to be - but as “special
projects” only
THE AUDIENCE consuming the
content in such a favorable context is
not used by brands yet
4. THE REASON
Use the endorsement factor to amplify
the effect of media and PR campaigns
Re-empower the concept of a fan Do
you remember the original meaning of
the word?
Capitalize on a new kind of media in the
smartest and most efficient way possible
Improve the digital marketing KPIs: the
organic reach of a artist’s Facebook
page can be over 30%?
5. Build an alternative POWERFUL
AUDIENCE in the current market
context:
1 point of contact
1 ‘currency’ / rate card
1 measurement system
1 standard reporting
1 voice
THE CHALLENGE
6. THE PARTNERS
a) Hit Yourself Consulting: for putting
together the 1st pool of BANDS & ARTISTS
easy to work with - done
b) Quantix Research: for testing the
audiences, run a live debate @ ICEEfest
and test the idea - done
c) ThinkDigital: to coordinate and launch the
project - as we speak ;)
7. Hit Yourself Consulting acts as a liaison between ARTISTS/BANDS and
ADNETWORKS/AGENCIES/CLIENTS.
THE ACTUAL NETWORK of Hit Yourself Consulting & ThinkDigital consists in
12+ million duplicated FANS
+ related social media (YouTube, Instagram, Blogs) reached through:
20 artists (Alessia, Kamelia, Ellie White, Adrian Sina etc)
15 bands (Voltaj, Akcent, Hi-Q, Deepcentral, Radio Killer etc).
To start with…
REAL FANS. FOR REAL.
8. Quantix Research ran a survey using the
Artists’ Facebook pages that are part of the
project
• Quantitative study
• Online (CAWI). May 22-28, 2014
• Online questionnaire approx. 4 minutes long
• Target: Facebook fans of 27 artists and musical
Romanian bands
• 4.055 responses
• Error statistical margin: +/- 1,5%
REAL FANS. FOR REAL.
Structura esantionului
pe grupe de varsta
12-18 ani
32%
19-25
40%
26-35
19%
35+
9%
*** Ask your AM for the full report
9. KEY FINDINGS
1. In a non-traditional medium, brands should communicate in a non-
traditional way. Messages must be tailored to context.
2. Brands that want to communicate on Facebook and on the other celebrity
social media channels must be in harmony with the artist’s or band’s
personality.
3. Commercial messages are accepted by fans. Brands that are involved in
supporting artists are supporting them in their efforts, as well. Fans feel
this and appreciate the involvement. “Pairing” these, increases favorability
and can generate increased consumption intent.
*** Ask your AM for the full report
10. KEY FINDINGS
• Rejection rate is low, only 5% showing slight lack of trust in brands promoted
by artists
• While 20% say this communication method is a good idea, up to 18% feel
encouraged to try purchasing brands recommended by artists
Daca noi folosim anumite marci de produse (de ex. telefoane, masini,
haine, bauturi, etc) care ne plac si ti le recomandam si tie, ce parere ai?
42.4%
20.8%
20.1%
18.2%
12.7%
3.7%
2.1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Unele m-ar interesa, unele nu
O consider publicitate mascata
Pare o idee foarte buna
As fi curios sa incerc marcile respective
M-ar interesa sa stiu ce marci folositi
Nu as avea incredere in astfel de recomandari
As fi tentat sa resping acele marci
27%
12-18 y.o. segment
24%
12-18 y.o. segment
11. KEY FINDINGS
• Fans expect brands to support artists’ activities, 53% of them consider this
as being a normal phenomenon
• 42% are positive in regards to the involvement of brands, and appreciate
them for supporting their favorite artists.
Cum percepi brandurile care sustin activitatea mea artistica?
4.8%
52.8%
42.3%
0% 10% 20% 30% 40% 50% 60%
Ma deranjeaza
implicarea lor
Mi se pare un lucru
normal
Apreciez implicarea lor
46%
12-18 y.o. segment
44% women
12. KEY FINDINGS
Cat de respingator sau atractiv ti s-ar parea sa apara mesaje
comerciale pentru anumite branduri, pe pagina mea de Facebook?
8%
17%
60%
12%
2%
0% 10% 20% 30% 40% 50% 60% 70%
Foarte respingator
Respingator
Indiferent
Atragator
Foarte atragator
18%
12-18 y.o. segment
Indifference Can
make a Difference!
• Most fans are relatively indifferent in regards to seeing commercial
messages on their favorite artists’ Facebook pages
• 14% perceive commercial messages as being appealing, while 25% tend to
reject them. Young people are much more permissive.
13. KEY FINDINGS
• Men expect to find advice on gadgets, auto/motorcycle and beverages
• Women have expectations particularly in regards to fashion and leisure venues
La ce categorii de produse sau servicii ai vrea sa vezi
recomandari din partea mea / noastra?
56.5%
46.0%
43.0%
37.6%
18.3%
16.7%
15.1%
12.5%
10.4%
2.9%
0% 10% 20% 30% 40% 50% 60%
Muzica si accesorii
Fashion
Locuri de petrecere timp liber (restaurante,
puburi, cluburi)
Gadget-uri (telefoane, tablete, electronice,
etc)
Auto / moto
Telefonie
Bauturi
Alimente
La nimic
Servicii bancare
51%
26-35 y.o. segment,
49% on 35+ y.o.
51%
12-18 y.o. segment
42%
12-18 y.o. segment
24% on 35+ y.o.
60% on 35+ y.o.
14. KEY FINDINGS
• Artists’ fans can become consumers of the brands they recommend.
There is significant amount of influence that artists can exert on their fans
• 61% show favorability towards trying the brands used or recommended by
artists, especially among young people in the age groups of 12 to 18 and
above 35 years old
Daca vezi o marca folosita de un artist preferat,
esti dispus(a) sa o folosesti si tu?
9.4
29.5
49.1
12.0
0 10 20 30 40 50 60
Nu, deloc
Nu prea
Da, in mica masura
Da, in mare masura 69% for 12-18 y.o.
63% for girl/women
15. KEY FINDINGS
• Most artists’ page visitors claim that they wouldn’t mind seeing between 1 and 5
commercial messages on their artists’ Facebook pages
• More than 25% are open to as many commercial messages as the artist wants
to post (especially in the age groups 12-18 and over 35 years)
Cate postari care ar contine mesaje comerciale, recomandarile
sau opiniile mele legate de anumite produse sau branduri ai fi
dispus sa vezi pe pagina mea de Facebook, intr-o saptamana?
18.3
45.9
9.3
1.4
25.1
0 10 20 30 40 50
Niciunul
1-5
6-10
11-20
Oricate
22%
26-35 y.o. segment,
24% men
49%
19-25 y.o. segment
23. > ENGAGE
THE RIGHT AUDIENCE
using endorsed posts and content
> AMPLIFY
THE MESSAGE promoting
the endorsed posts
> DRIVE
INTERACTION creating
your own content-wise mix
CHOOSE THE PERFECT MIX
24. …LET THE MUSIC PLAY!
rate-card and special offers:
sales-ro@thinkdigital.net
