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Johnny Hwin
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Just wanted to chime in here as I was the founder/CEO of damntheradio, the company (recently acquired by FanBridge) that worked with Aaron Ray on the Linkin Park fan page music tab. At damntheradio, we spent a lot of time thinking about the user conversion funnel—specifically, how to get traffic on the page first to become fans, how to get those fans more deeply engaged, and ultimately, how to monetize existing, engaged fans. We found that exclusive content primarily benefits the first part of the conversion funnel (capturing new fans) because of two reasons: 1) it creates a clear incentive for the user to initially subscribe to the page, aka "Like", and 2) on a product interface level, fan page owners have the option of making the tab containing exclusive content the default landing page experience for users who have not yet "Liked" the page (whereas all existing fans would land on the wall)—thus ad buys, email blasts, and other methods of driving traffic to the fan page increase in effectiveness because non-fans are immediately presented with a high-performance fan conversion page. Beyond initially capturing fans, however, exclusive content is not necessarily the most effective at engaging, retaining, and monetizing existing fans. At DTR we explored and experimented with different methods of moving users through the conversion funnel beyond the initial capture, and found that the publisher as the primary way by which to engage existing users was fundamentally limited: a one-to-many communication channel is less direct than a one-to-one communication channel such as email, and therefore the percentage of views and interactions on posts have yet to catch up to the open rates on email. The implication, however, isn't to choose one over the other, but to do both at different frequencies for different use-cases: publish with greater frequency than email but make sure to follow up on huge announcements not just through Facebook but through email as well. Before we met FanBridge, we understood the value of email as an additive channel by which to engage fans so we built email capture tools directly on the fan page with the ambition to develop a one-to-one messaging feature within damntheradio down the road. Our vision for our platform was to help artists grow both their Facebook fan and email lists through our capture tools and landing pages, and ultimately help artists engage and monetize their fans via a suite of tools enabling both one-to-many and one-to-one communication with the fan. When we met FanBridge, who primarily focused on the email channel, we saw an opportunity to accelerate our vision and innovate on our platform. The goal is to forge a personal connection with the fan. To do that, an artist needs to communicate and interact with fans not just on Facebook, but across all fan touch points, which today includes email, and to an ever larger extent, mobile. Wherever those channels may be tomorrow, our mission remains the same: to help artists build meaningful relationships with their fans.
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Dec 3, 2009