Measuring Engagement

Here's the final parts of an excellent post from The Social Media Examiner, this time about measuring engagement.

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How many people actually did something with your message?

This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action.

Fortunately engagement is fairly easy to measure with simple tools such as Radian 6, Biz360 and TweetEffect. These metrics highlight who you want to target to retain on social media channels.

For a starting list of key performance indicators for engagement, this post by Chris Lake is a great start.

• Twitter: Quantify the number of times your links were clicked, your message was retweeted, and your hashtag was used and then look at how many people were responsible for the activity. You can also track @replies and direct messages if you can link them to campaign activity.

• Facebook: Determine the number of times your links were clicked and your messages were liked or commented on. Then break this down by how many people created this activity. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign.

• YouTube: Assess the number of comments on your video, the number of times it was rated, the number of times it was shared and the number of new subscribers.

• Blog: Evaluate the number of comments, the number of subscribers generated and finally the number of times the posts were shared and “where” they were shared (i.e., Facebook, Twitter, email, etc.). Measure how many third-party blogs you commented on and the resulting referral traffic to your site.

• Email: Calculate how many people opened, clicked and shared your email. Include where the items were shared, similar to the point above. Also, keep track of the number of new subscriptions generated.

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Measuring Influence

Once again, here are parts of a post from The Social Media Examiner that discusses social media measurement. This time, it's all about influence. You can have lots of friends, fans, readers, and whatever else you want to call them, but if you have little influence with them then are they really your fans?

Although the article discussed companies and brands, I've changed it a little to better represent music.

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This category gets into a bit of a soft space for measurement. Influence is a subjective metric that relies on your band's perspective for definition. Basically, you want to look at whether the engagement metrics listed in the first article are positive, neutral or negative in sentiment. In other words, did your campaign influence positive vibes toward the band or did it create bad mojo?

You can also use automated tools like Twitalyzer, Social Mention, Radian 6 or ScoutLabs to make it a little easier, but ALWAYS do a manual check to validate any sentiment results. Influence is generally displayed as a percentage of positive, neutral and negative sentiment, which is then applied in relation to the engagement metrics and to the metrics for reach where applicable.

A great application for influence is to look at the influence by those who engaged with your band in the above categories. Do you have a nice mix of big players with large audiences engaging with your band, as well as the average Joe with a modest following?

If not, your influence pendulum may be about to tip over, because it’s important that you spend time engaging with both influential users and your average user. Note: many of the automated tools that track sentiment and influence are not free. And many times, you will need a combination of tools to measure all of the different social media channels.

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Measuring Social Media Exposure

Here's a part of an excellent post from The Social Media Examiner regarding measurement of social media exposure. Measurement is one of the wonderful things about the age we live in, as now we have access to information that we've never had before. Measurement is more than a luxury though, it's a necessity if we're to take advantage of social media.
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How many people could you have reached with your message? In social media, this measurement is about as reliable as a print magazine’s circulation, but knowing your potential audience does have value because it represents your potential sales lead pool.

Unfortunately, as of the writing of this post, some of these metrics have to be accounted for manually, so you’ll have to balance the level of effort to track the metrics versus the value you’ll receive from them to determine their importance to your overall strategy.

A good example of where there can be unreliability in social measurement is when isolating unique users for each of your metrics. You want to avoid counting the same person twice in the list below, but realistically it’s difficult to do.

These measurements highlight the number of people you’ve attracted to your brand through social media. To mitigate the potential for duplication of users, track growth rate as a percentage of the aggregate totals. This is where you will find the real diamonds.

• Twitter: Look at your number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach. You should track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where you’re seeing the most growth. A great free tool to use for Twitter measurement is TweetReach.

• Facebook: Track the total number of fans for your brand page. In addition, review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach. Facebook Insights provides value here.

• YouTube: Measure the number of views for videos tied to a promotion or specific period of time, such as monthly, and the total number of subscribers.

• Blog: Measure the number of visitors who viewed the posts tied to the promotion or a specific period of time.

• Email: Take a look at how many people are on the distribution list and how many actually received the email.

Tomorrow we'll take a further look at some of the details of the article.

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An Interview With Publisher Richard Feldman

Time for another excerpt from my Music 3.0 Internet Music guidebook. Here's a bit of the interview with Richard Feldman. A very successful songwriter and producer with platinum and #1 records to his credit, Richard won a Grammy in 2005 for producing Toot’s and the Maytals "True Love." Richard is a principle in a music library/placement agency called ArtistFirst Music, and is the president of the Association of Independent Music Publishers. Richard gives his perspective on publishing in Music 3.0.


What’s the difference between music publishing today versus the way it used to be?
There are many differences but you’ve got to look back at publishing from the beginning to understand them.

In the beginning publishing meant receiving a percentage from the sale of sheet music at first, then from other physical products like piano rolls, and from there vinyl to cassette to CDs to MP3s. This is called a mechanical royalty and results from a sale of a song. Another source of revenue for songwriters ad publishers is performance income. This started out as a payment for a live rendition of a song, then evolved into payments from broadcasting the song on radio and television. The performing rights organizations (the PROs) collect this money from the various radio and TV broadcasters and distribute it to their writers.

There is another source of revenue that has basically saved the publishing industry and this is called a synchronization license. A sync license is required if you use music commercially with moving pictures, and for that there is a negotiated fee. So while mechanical royalties from record sales have gone down, income from sync licenses has gone up. From the early 60’s till the end of the century mechanicals ruled, but that game is over. In 1998 there were over $13 billion in records sold. In 2008 that number is just over $8 billion. And not only that, since it’s a singles market, getting a song on a record doesn’t mean what it used to. But amazingly publishing income has pretty much increased with performance and sync income making up for the loss in mechanical income.

Why has sync income increased? 
There are many reasons, but the most obvious is that there are so many more broadcasters today. Where it used to be only the big 3 networks (NBC,CBS, and ABC), now it’s more like 300 with all the cable networks, so there are more sources of income than there were before and on top of that there is performance or back-end income that is paid when they broadcast the show. As a result, you have the increase in these sync fees offsetting and sometimes exceeding the loss of mechanicals. Publishing is really the last man standing in terms of making money in the music business, and still one of the few ways left to monetize intellectual property.

Is there any money being made online?
Yes, but there are challenges. Besides the biggest eternal problem of competing with what people can download for free, streaming isn’t really working as a business model for the publisher. It’s making some money, but unless you’re the guy getting mega-streamed, it’s just a game of pennies. In fact, it can actually cost a publisher more to collect than he receives

Here’s what I mean. If a song is played on the radio or television or sold through i-Tunes, the income statement is pretty basic and from one source. In the case of performance, it’s even easier because half gets paid to the publisher and the other half gets paid directly to the writer, so there’s only the accounting expense of one statement split up among the owners of the publishing.  But when a digital track is sold or streamed, all the fees go to the publisher and the publisher is responsible for paying the writer.

With streaming, a publisher might have many sources he collects from but the total amount turns out to be very little because streaming pays very little per stream (how about 18 one/hundredths of a cent per stream). So you could have 100,000 people streaming your song and you’re not going to make enough for a Big Mac. In fact, a publisher I know finished his accounting run with a report as big as a phone book yet the total was only about 12 bucks in royalties. So a publisher with a co-pub deal pays the writer 50% and then takes his portion of the publishing which would end up being a whopping $3. Now figure you’re paying someone $20 per hour to produce the statement and you see how it actually costs more to produce the statements than they are worth! Of course there are some artists who cut through with a huge volume of streams, and other sources like ringtones still bring in big money, but it’s getting more like third world countries with a small upper class, no middle class, and a huge group who makes very little.

For a while, everyone thought digital distribution might be the answer to the industry’s problems, but the problem is that streaming and digital downloads don’t pay enough even with zero distribution or inventory costs involved. And what happens when you fill the bucket up with the Long Tail items? It really doesn’t make sense to a publisher from the accounting perspective because what’s happening online is a disruption of the one time golden idea that you have to buy a whole album to get the one song that you liked. The music industry has gone back to a singles business again.

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Top 10 Social Media Websites And Forums

I found this post on the Drop Ship News blog and it mostly pertains to e-commerce, but we can still learn a lot from hit. Some of these are not a surprise but there are some that are under the radar. The following is from data acquired from Marketing Charts and Hitwise and represents the current top 10 social networking sites and forums.

1. Facebook: 54.90%. Are we really surprised to see that Facebook is the Numero Uno social website? Probably not. With over 500 million members and still growing by leaps and bounds, Facebook is incredibly popular. Make no mistake about it, Facebook appeals to younger members, but there is also a large demographic of older members as well.

2. YouTube: 16.02%. Another hugely popular site, especially since online video viewing is HOT. Nowhere close to Facebook’s market share, but definitely nothing to sneeze at in terms of a good place for social media marketing.

3. MySpace: 11.9%. This may come as something of a surprise to people who thought that the popularity of MySpace was waning. There is also an International version of MySpace, as well as a Latino version.

4. Twitter: 1.07%. Really? Can this be true? One would think that considering the tremendous popularity of tweeting and Twitter, it would have commanded a heftier percentage of the market share, but apparently not. Who knew?

5. Tagged: 1.01%. This one bills itself as being all about social discovery, meeting new people and staying in touch with people you already know.

6. Yahoo! Answers: 0.91%. You might no think of this as a social community, but it is certainly a community with a large member base. The benefit here to someone wanting to use this site for social media marketing is that by answering questions asked by other members, you can achieve varying levels of expertise until you are deemed an expert in a category, which could be helpful in establishing yourself as an authority in your niche.

7. Yahoo! Profiles: 0.62%. Basically a place to post your Yahoo profile and share it with other Yahoo members.

8. MyYearbook: 0.61%. This one does seem to be geared more toward a youthful audience, and might be worth your while for marketing if this age group is your targeted demographic.

9. Windows Live Home: 0.46%. Okay, this one is more or less a place to bring Windows Live services together, all in one place.

10. MocoSpace: 0.34%. Again, seems to be mostly for a young age group. It probably gains much appeal by being accessible on mobile devices.

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Festivals Score Big While Concert Attendance Down

The concert business is in real trouble. Industry gadfly Bob Lefsetz wrote  in his newsletter yesterday that uber-promoter LiveNation has cancelled 200 shows this summer because of poor advanced ticket sales.

We're in a recession, people don't have the money, they're not interested in many new acts and everyone's seen all the classic acts before. There's no incentive to pay an inflated ticket price laced with service charges, extra parking fees and outrageous beverage and swag prices.

But there's one area of the business that's hitting  it out of the park in terms of attendance and that's the festivals. Both Bonnaroo and Coachella were major hits this year despite higher prices and I think there's a major factor involved.

Festivals match the new listening habits.

Music fans no longer listen to an entire album, they listen to singles. It's Short Attention Span Theater for music, which is the perfect mentality for a festival attendee. There are usually multiple stages, so if you don't like one act, go find another that suits you. Pretty soon another act will be on to check out anyway.

Of course, a festival is a big band for the buck as well. Multiple headliners over several days with a lot of up and comers? For many, it's heaven. Of course, the conditions aren't as civilized as a concert at a modern venue, but for many, the communal nature of the event is just icing on the cake.

Europe already has many more festivals than the US, but expect that to even out over the next few years. For the concert industry, this may be on the only growth area available.

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Is The TJ The New Voice Of The Artist?

I just read about MTV's search for a an official twitterer, which they're calling a TJ (you know, Twitter Jock) and I think it's a brilliant idea. No, not because they're hiring someone to be their Twitter voice, but for creating the title.

Until now, anyone who twittered on behalf of an artist or corporate entity was viewed as more of a surrogate who did the job because the artist couldn't or wouldn't. Fans were usually upset when they found out that it wasn't the artist, and if they knew it was the surrogate up front, they took the communication lightly.

By giving the job an official name, the position now has some status that the fan or friend will hold in a greater esteem (as long as the job is done well, that is). It's exactly the position that's been needed in a band or artist's online presence.

So hat's off to MTV. You've created something greater than you know.

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Top 15 Worst Website Practices - Part 2

In the last post we looked at the site practices that both search engines and visitors really hate, today we'll look more at what's more or less invisible to the visitor, but can penalize your search ranking. Your search engine rank is where you come up on the results page when someone does a search for you.

In this case, we're going to use a hypothetical band "Emerald" as an example (sorry if there is a band already called Emerald, but you didn't come up high enough in the search results for me to find you.)

8) You don't use the band name in the URL. If you can't buy emerald.com, .net, .org, .us, etc., URLs, then your url should at least have Emerald somewhere in it like, "emeraldband.com," "emeraldtheband.com", "emeraldbandchicago.com."

9) You don't use the band name in the title tag. The title tag is what come up on the top of browser page. In the case of this blog it says, "Music 3.0 - The Blog Behind The Book." To be really search engine friendly, you'd put something like "The Emerald Band From Chicago."

10) Your title tags are the same for all pages. If you have 18 pages on your site and they all have the same title text, you've robbed yourself of an excellent SEO opportunity. Each page is unique and title tag should be treated that way and directly apply to the uniqueness of the page.

11) You use superfluous text in your title tags. The use of "Welcome" may be the worst offender. A tag that says, "Welcome to Emerald" doesn't give the search engine much to go one (at least it has the name in it.) What would be better is something like, "Emerald - The Best Band In Chicago." That accomplishes 3 things - it states the name of the band, the fact that you are a band, and that you play in Chicago.

12) You incorrectly use anchor text. Anchor text is the text that is hyperlinked. Search engines love it when it actually describes something. Using a phrase like "click here," misses an SEO opportunity. For example. Good - "Here is the first part of the Top 15 Worst Website Practices." Bad - "For the first part of this article, click here." The first one is description and search engine friendly, the second isn't.

13) You use too many keywords. It was once thought that that you should include every possible relevant keyword that you can think of in your keyword metadata area. As a result, you'd find sites that would have 100 of them, but soon Google caught on and changed the rules. The problem is that Google now only recognizes the first 4 or 5, and may even penalize you if you use a lot more, so limit yourself to the best ones. Check these articles out called Finding Keyword Phrases, Finding Keywords With Google Suggest, and Finding Keywords With Google's Wonder Wheel (notice the anchor text?).

14) You practice "keyword stuffing." Keyword stuffing means that you use your keywords at every opportunity in the text on your page. Once again, Google doesn't like this and will probably even penalize you if you use a particular keyword more than 5% (some say it should even be as low as 2%.)

15) You use irrelevant keywords. Let's say that Emerald is a cover band and plays a lot of Beatle's songs. If you use The Beatles as a keyword without using it in the body of your text, it's considered irrelevant and may get you penalized. That's to keep you from loading up on the most popular keywords of the moment in order to send a lot of traffic your way. Doesn't work, so don't try it. If you use a keyword, it better be mentioned in the text somewhere for maximum SEO effect.

There are a lot more examples than the 8 included here and in the last post outlining the first 7 worst practices (anchor text again), but if you master these first, most of the others will probably take care of themselves.

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Top 15 Worst Website Practices - Part 1

With so many band and artist-centric sites like MySpace and ReverbNation around these days, it's easy for a band to believe that a website presence isn't required, yet it's an important piece of your online strategy. Your website is directly under your control, can be customized specifically for your message, and you never have to worry about a hosted site going out of business or changing the terms of service suddenly one day in the future.

That being said, there's a way to build it that's very friendly to your fans, visitors and search engines, but unfortunately not everyone chooses that route. So if you're about to build your own site or if you have one already, take a look at the following practices that are guaranteed to turn off your visitors. You know what they are yourself because you probably see them on other sites every day, but that doesn't mean you should emulate a bad practice.

Not only do many of the following aggravate people, but they're death to search engines. If you want fans to find you, make sure these are avoided.

1) Pull-down boxes for navigation. Designers love them, visitors hate them, search engines can't read them. Stay away.

2) Flash animation. Looks cool, but sometimes people just want some info and not cartoons. Search engines can't read any of the info in a Flash movie so they're a waste of time and money.

3) All graphics and little text. Search engines love text. Visitors love text. Pictures are nice, but use them in moderation.

4) A "splash" page. A splash page is an opening page with a movie or flash animation and no information. The whole "Enter Here" thing is so Web 1.0. There's no info for a search engine to grab and your visitors hate them. Avoid at all costs.

5) Frames. Again, so Web 1.0. Sites with frames went out a long time ago. Get with the times and dump these babies.

6) Pop-ups. It doesn't matter where they come from or if they're selling something or not, everyone hates them.

7) Dead links. This is just poor website design. It happens to everyone at some point, but remember that both search engines and visitors hate them.

Tomorrow we'll look at poor site practices 8 through 15, focusing more on search engine optimization.

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An Answer To The Worst Sales Week Ever?

Paul Resnikoff's great newsletter Digital Music News recently reported that the week of May 31st was the worst sales week ever in the United States for both physical and digital albums with 4, 978, 000 units sold TOTAL! Keep in mind, back in the 80's and 90's a single artist could sell this number in a week, but now it's the entire industry.

Now we're not just talking about just physical CD sales here - we talking about CD's AND digital sales combined. While I don't believe that this number truly represents the total of all sales (there still are a lot of private sales that aren't counted), it does represent one fact - the music business is in deep trouble.

I think it's too easy to focus on the fact that the CD is now old technology and the consumer wants to move on. It's too easy to say that it's a singles world these days and no one wants a package of songs. It's too easy to say that marketing is now so fragmented (as is the audience) that the consumer can no longer be easily reached.

It is fair to say that people consume more music than ever before, they just don't pay for it like they used to. There's little incentive to at this point.

But music has always been given away for free from the earliest days of radio. The product was free, but you couldn't get it whenever you wanted. You had to wait until a song was played and that's why you bought the record/CD/cassette - to have the personal ability to access that music any time you want. Either you endured the anticipation of waiting to hear it for free, or you laid your money down to own it.

So if there's no anticipation left in music in these days of instant access, what else is there?

Let's assume that the industry was vibrant today, full of new and exciting acts creating music that the audience couldn't get enough of. Sure, sales would be up, but would that solve the problem?

Probably not. We have to think outside the box to develop a new product - something that can't be accessed as randomly, yet provides a greater value to the fans. Perhaps it isn't a single music product anymore. Perhaps it's a bundle - concert tickets and a CD/download, merchandise and music.

Whatever the product, it must be more than we have to offer today. That ship has sailed and it ain't coming back.

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Who Controls The Music Industry?

Sometimes you just have to wonder exactly who's in control of the music business. It used to be that the record labels owned their business, but as the years past, they let it get away from them. This fully manifested itself in the era I call Music 2.5 although it really began back in the late eighties. Music 2.5 (M2.5 for short) really began in 2003 with the advent of iTunes when digital downloads could now be monetized. That being said, many major medias companies were still living in the past then, as many are today.

Here's an excerpt from my Music 3.0 Internet Music guidebook about the real power behind the throne of major media. Yes, I know Steve Jobs has a huge say in the music industry today, but the excerpt is about the unseen hand that guides what we hear on radio and television, which was a lot more important in the last era of music (Music 2.5) than in our Music 3.0 era that we now live in.
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Although it may not be readily apparent, Wall Street and Madison Avenue indirectly control the M2.5 music industry through their tremendous influence on the financial bottom line of record labels, record stores, radio and television. If you’re owned by a publicly traded conglomerate (as all major labels, radio and television stations are), then you’re in the business of selling stock, not servicing the consumer. What that means is that nothing matters more than quarterly earnings. In order to keep those earnings as high as possible, Wall Street turns to Madison Avenue to devise the best marketing strategy to keep the profits high. Madison Avenue (in the form of the major advertising agencies) can bring in the big ad dollars, but only under certain content conditions (like programming tailored around the advertising), and the process repeats itself over and over. The advertising industry (Madison Avenue) therefore drives the music cycle in the U.S. and not the music industry.

In M2.5, it’s all about passing focus group tests, which has separated listeners into the distinct demographic groups that advertisers are able to tell stock analysts they have micro-marketed their products to. As a result, radio, television and live performances are no longer about aggregating and entertaining large audiences, but just a group of market niches. The bright side to this is that there's one heck of an opportunity opening up for folks who don't get hung up in trying to sell advertising.

Wall Street and Madison Avenue have tried to redefine what music means to people, but most people are voting with their wallets by refusing to buy any new recordings. The view of the vast majority of consumers is that very few new recordings are worth buying compared to a couple decades ago, and this has become the dilemma of the industry. You have to sell product to survive, but it’s impossible to develop that product while trying to please your corporate masters. It might work when selling soap or clothing or any other consumer product, but a creative endeavor like music just doesn’t work that way. It’s too personal both to the artist and the consumer to be a mass-market product.

In Music 2.5 (as well as now) you'll find:
1) Wall Street and Madison Avenue control the media
2) Record labels needs to keep stock price and quarterly profits high
3) Radio and television only play what appeals to advertisers
4) Consumers divided into demographic groups
5) Music becomes devalued

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80% Of Concerts Don't Sell Out

While the income from record sales has always been OK for top-selling artists, the real money has always been made on the road. In fact, most music industry insiders generally acknowledge that between 90 to 95% of an artist's income has been generated on the road. That's why the revelation that 80% of the shows the concert promoter Live Nation puts on don't sell out. What's more, 40% of all tickets are now going unsold!

There are a number of reasons for the recent dive in concert attendance:

1) The high ticket prices - Some say it's because of the high guarantees demanded by greedy artists while others blame it on the promoter and others blame the secondary ticket market (the legal scalpers), but whatever the reason, concert tickets are way too high. Once upon a time consumers would go to a couple of shows a month or more, but with prices for even the cheap seats now in the stratosphere, not many can afford it. In fact, most concert-goers now attend only a couple a year at most and reserve those times for special occasions.

2) It's the service charges - Everybody hates the extra charges, especially when they add up to abut 1/3rd the face value of the ticket. Let's face it, any industry that charges a "convenience fee" because you printed your own ticket at home deserves to die, or at least have the offending company die a painful death. Add in a hefty parking fee and some overpriced beverages and you've just spent the month's rent on 2 1/2 hours of temporary happiness (at least you better hope so).

3) It's the economy - Regardless of the ticket prices, if you don't have a job or are just getting by, there are a lot of other things to spend your money on rather than concert tickets.

4) Over-saturated artists - How many classic artists are doing a "final tour" for more than a second time? How many major artists have visited the same territories in the last year. The thrill is gone if you've seen the show more than once, especially if it's been recently. We've heard of major artists giving 2 for 1 or $10 and $15 per ticket deals recently, a trend that threatens to continue (good for the consumer, as long as he holds out until just before the show).

Once again this year, LiveNation is repeating its "no service fee June" by eliminating all service fees, but that's not going to solve the problem. Until we get some reasonable pricing back in the business, it will continue to suffer.

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