I’ve had the pleasure of playing piano with the Frank and Walters for 13 years now. As well as crediting them for bringing me on tour around the world playing music, featuring on three studio albums and popping up on TV and radio regularly I can also thank them for inadvertently getting me into Digital Marketing. It was a very different landscape back then featuring Bebo, MySpace and Forums but I learned key fundamental lessons that I still draw on today. I also got to experiment a few campaign mechanics on the band’s accounts to see if they worked before presenting them to a client and I get to write about them without betraying client confidentiality.
Last week both of my worlds collided when the Frank and Walters’ song “After All” was featured in the finale of the wonderful RTE series “Young Offenders” and the Social Media accounts lit up and the band began trending on Twitter. I drew on my previous experience of maximising off-line coverage to build on-line conversation. So if your brand has some offline activity that could benefit from an online push then hopefully these tips will help.
1) Prepare Assets and release at the perfect time.
If you have Radio, TV or Print activity scheduled then seize this opportunity to complement with Digital Activity. The band knew the timing of the broadcast last Thursday night so we had the following assets ready.
— FrankandWalters (@frankandws) March 15, 2018
You can also retweet previous content back into the newsfeed of your followers when that topic is back in current conversation.
— FrankandWalters (@frankandws) March 10, 2018
Embracing live social conversation means embracing a dialogue and not treating your channels like a one-way broadcast. This also makes the activity a lot more enjoyable like finding out someone had updated the Frank and Walters Wikipedia page to include The Young Offenders’ character Billy Murphy. That was actually such a good idea I wish I thought of it! It was certainly worth sharing on Twitter and on Facebook but as with all user-generated content, it’s best practice to credit the creator.
An offline event such as this will generate conversation and followers may tag you in this conversation with your Twitter handle. However, there will be a lot of conversation generated that you won’t be tagged in. This is an opportunity to jump outside of your community (those who know or follow you on Twitter) and to build your community by talking to those who haven’t tagged you.
This affords the brand an opportunity to turn a mention into a follow building the owned spaces and to take the pulse of how the content is being received. This should be a common practice for every brand outside of offline activity to monitor brand health and crisis management.
Supporting offline content with online content shouldn’t be a case of simply duplicating it on all channels. Ideally, the online content should be complementary or additional to the offline experience. Remember, you have full control over your online spaces to afford yourself more editorial freedom and expand on the theme. This is an optimal opportunity to give a “peek behind the curtain” to invite viewers further into the experience. The Young Offenders’ producer Mairtín de Barra kindly captured the band’s reaction to the cast singing ‘After All’ at a live screening of the episode in the English Market.
A brand’s digital spaces allow them to continue the conversation after the event. Ideally, this is presented in a value-adding and engaging format. For this one, we chose to use Facebook’s poll option to ask the community which cover-version of ‘After All’ they preferred – Billy Murphy from The Young Offenders or famed Irish Showband singer Joe Dolan.
‘After All’ has had over 29,000 Spotify streams since Thursday! Looking forward to that 25c in royalties
— FrankandWalters (@frankandws) March 18, 2018
The lesson here is giving the audience a new angle on a trending topic to further fuel earned media. Following this tweet the band were contacted by TheJournal.ie who wrote an article highlighting the plight of bands in the new digital musical landscape followed by The Examiner running a similar story based on the Social Media content produced over the 5 days.
I hope this insight into 5 days of running a band’s Social Media spaces was helpful. Of course, not every brand will have the luxury of being featured in a prime time TV show but I do feel the 5 principals of conducting a coordinated online and offline marketing approach still apply.
- Prepare your assets
- React to current conversation and user generated content
- Monitor for untagged mentions
- Give exclusive content
- Invite further conversation
Happy to hear any additions you might add if you’d like to list them below.