| Figure 11: Effectiveness of social media tools to generate word of mouth
4.6 Music-related websites for social media marketing
In this question 16 respondents identified their use of music-related websites for social media marketing.
Figure 12 presents the results of the survey regarding the usage of music-related websites by the PACs.
About half of the respondents identified that they use Music 2.0 websites for social media marketing. Live
Nation is the leader among other options in the survey. Live Nation is used by 43% of the respondents for
the marketing. Importantly, several venues who participated in the survey belong to Live Nation and are
officially promoted through this website. This implies that the Live Nation website is used by these venues as
a major part of marketing not as an additional channel for the promotion. Other responses are distributed
among the rest of the respondents who use radio stations for marketing (Pandora 13%, Last.fm 13%, iLike
7%, k-earth 7%, Playlist 7% and iMeem 7%).
When asked about marketing activities on the music-related websites 10 marketing managers indicated
they focus mainly on providing information about the concert and selling tickets. Venues representing
15
12
12
13
13
14
16
13
16
16
15
0
1
2
3
4
5
Post video clips
Podcasts
Commercial banner adds
Providing music downloads
Widgets
Posting polls
Providing ticket sales
Post pictures galleries
Posting questions to initiate discussions on …
Announcing online contest among fans
Announcing upcoming events
An average score
54
relatively a small number of companies (2) undertook some activities to involve fans into discussions and
only one respondent uploaded music and posting blogs on music-related websites.
One third of respondents do not use this kind of websites to carry out social media marketing. However,
7 of those companies who currently do not use these websites for social media marketing but plan to expand
their presence in the future.
Dostları ilə paylaş: | 
