ranking! - Woo Media

Transcription

WORLD’S TOP 100
EXCLUSIVE
RANKING!
THE MOST
FOLLOWED
EDM VENUE
S ON
FACEBOOK
& TWITTER
NIGHTCLUBS
& SOCIAL MEDIA
HOW THE TEMPLES OF ELECTRONIC MUSIC USE
THE INTERNET TO BECOME A GLOBAL MASS PHENOMENON
The most comprehensive research ever conducted
to reveal the secrets of the dance scene’s digital success
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DIGITAL COMMUNICATION & PUBLIC RELATIONS
WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA
www.woomedia.es
HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET
WELCOME
WE ARE PROUD TO PRESENT THE MOST IN-DEPTH STUDY
EVER CARRIED OUT IN THE FIELD OF NIGHTLIFE AND
NEW TECHNOLOGIES. THESE ARE THE CONTENTS.
INTRODUCTION
2
RANKINGS
4
4/
5/
6/
7/
8/
9/
10/
11/
12/
Ibiza
Mediterranean & Middle East
United Kingdom
Continental Europe
USA & Canada
Latin America
Asia & Pacific
YouTube
SoundCloud
CONCLUSIONS
13
BEST PRACTICES
19
19/
20/
21/
22/
23/
24/
25/
26/
27/
28/
29/
30/
31/
32/
How to inform and entertain your audience
How to create attractive content that rockets on the Internet
How to manage your web and digital identity
How to create and distribute music
How to attract talent to your brand
How to sell on the Internet
How to stimulate participation and user-generated content
How to encourage customers to share their clubbing experience
How to offer them incentives to become fans or share content
How to listen to your audience
How to address a global audience
How to promote your brand
How to use technology to improve the user experience
How to commit to our society
33
C’EST FINI
01
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INTRODUCTION
HOW SOCIAL MEDIA TURNED AN ALMOST PERIPHERAL
MUSIC GENRE INTO A WORLDWIDE PHENOMENON
onducting a study on the
use of social media in the
field of electronic music is a
staggering challenge. Any
study aims to contribute with
something different or to correct
some aspects in the analysed
object. Somehow, it aims to
propose a formula to amend all
mistakes and reveal the secrets that
lead to success.
genre. The industry’s establishment
– magazines, radio sations, televisions channels– openly ignored or
even despised it. What business, or
even attractive, could there be in a
bunch of guys that plagiarized
others’ songs, creating repetitive,
boring rhythms?
C
So it was until late 90s. That’s
when the event that changed
everything occurred. First was
the Internet. Do you remember
Geocities? With that free web
space any fan could become a
small authority, uploading remixes
and exchanging views on clubs and
DJs. Then along came the forums.
EDM lovers who had starved
began to see they were not
alone. Virtual communities began to grow. In the middle of the
2000s decade, the first social networks arrived (MySpace, Facebook). The blogging boom had already started a few years ago. By then,
the phenomenon was unstoppable.
This endeavour is really complicated when the analysed object is an
avant-garde phenomenon and a
model of success that everyone
watches with the purpose of
recreating it. This is the case of
electronic music. Why?
In case you didn’t know, Electronic Dance Music or EDM is the
most thriving musical genre of
the moment. Not only DJs you
probably already know, like David
Guetta or Tiesto, make electronic
music. Madonna makes electronic
music. Lenny Kravitz and Jennifer
Lopez make electronic music. Or
rather, they team up with famous
DJs to have their songs remixed
and so to get some attention. The
hit charts are nowadays occupied
by names like Avicii, Nicky Romero and Calvin Harris. No one had
heard of them five years ago. How
is that posible? When did EDM
take over the pop scene?
Before explaining why, let’s quickly
see how the genre has evolved
over the past 15 years. In the 80s
and 90s, EDM was a negligible
DJMag’s Top 100 Clubs,
starting point to this study
The British DJMag’s ranking, which is
published at the beginning of each year,
is considered the bible for clubs worldwide. In this study, we’ll analyse how
these 100 electronic music cathedrals
manage their digital and social media
presence. Actually, they’re 99, because
Sankeys Manchester closed its doors in
May 2013 to focus its efforts on its
sister venue in Ibiza. London’s Cable
club was forced to close around that
time, but we have decide to
include it as a tribute for its unfair
closure.
02
The essence of EDM is the live
music event. Some promoters had
taken the genre seriously, and since
mid-90s had begun to invest in
organizing small electronic music
meetings. That’s how events that
are now legendary were born, like
the Love Parade (Berlin, 1989),
Monegros (Spain, 1994), Electric
Daisy Carnival (California, 1997),
Creamfields (Liverpool, 1998), and
Tomorrowland (Belgium, 2005).
For when the musical establishment tried to guess what was going
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on, hundreds of thousands of
youngsters attended those events
every year. The Ibiza nightclubs
got packed with thousands of
clubbers from all over Europe
every summer. They had developed a new language, a new
style, new consumption
patterns. They spoke of artists like
Sven Väth, Paul Van Dyk and Carl
Cox. They had their digital meeting
points and new opinion leaders on
Facebook, Twitter or the blogosphere. The music industry, despite
its overwhelming economic power
and know-how, had missed the
boat. Next thing they knew was
that nobody was watching MTV
any more, nobody was reading
printed music magazines, or even
purchasing records like before.
Today, the electronic music
market worldwide has a turnover of 4,500 million dollars and
it’s growing at rates above 12%
per year. The ultimate explosion
came when the U.S. started consuming EDM just a few years ago.
Until recently, it was a distinctly
European gender. But now,
Americans have joined the party
with their passionate fashion of
enjoying music and doing business
and... It’s war! In Las Vegas,
they’re investing hundreds of millions to build the most breathtaking clubs in the world.
EXCLUSIVE TOP 100
VENUE RANKING
BY IMPACT ON
SOCIAL MEDIA
What clubs have more Facebook fans
and Twitter followers? In this study we
have measured the clubs’s social
audience for the first time and we are
proud to present you the results.
Don’t miss out on the complete
rankings!
Pages 4 to 12
GUIDE TO BEST
PRACTICES: 57 TIPS
TO BOOST YOUR
DIGITAL STRATEGY
We have collected all that world’s best
clubs best do and now we reveal their
most efficent actions step by step
Pages 19 to 32
What is our point? Electronic
showcases a clear example of how
03
the Internet and social media
have begun to challenge the traditional powers. No more topdown markets. Users have taken
control and have the ability to
impose what they want. The
hierarchies from the analogue
world don’t work in the digital
world.
In the EDM scene, clubs play a
secondary role behind DJs, who
are real mass idols, the new rock
stars of today. But clubs have
contributed to this silent revolution. At this moment, they’re
money-making machines and their
strategies are observed and copied
worldwide. The clubs play a crucial
role in the industry: they charge for
admission tickets, they operate the
sound equipment and pay the DJ.
Without them, there would be no
industry at all.
For all these reasons, this study
doesn’t intend to propose magic
solutions. There’s no need. We aim
to identify trends and compare
practical experiences tested by venues located on opposite sides of
the planet. This study aims to be
a useful guide for EDM’s digital
strategists but also for those
outside of it. It aims to be a still
photograph of the clubs’ current
social audience. In the world of
today, this indicator is as crucial to
assess the health of a business as
the number of visitors or the
annual turnover.
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IBIZA
IN THE VIBRANT MECCA
OF ELECTRONIC MUSIC,
WHAT CLUBS SET THE TONE
ON SOCIAL MEDIA?
100,000
200,000
300,000
Pacha
400,000
Twitter followers
868,000
120,000
988,000
71,000
831,000
68,500
825,500
Ibiza, 3
Space Ibiza
760,000
Ibiza, 2
Amnesia
757,000
Ibiza, 10
Ushuaïa Beach Hotel
294,000
Ibiza, 28
DC10
244,000
Ibiza, 14
Privilege
161,000
Ibiza, 17
Sankeys Ibiza
Ibiza, 80
500,000
Facebook fans
36,000
26,000
74,500
368,500
270,000
3,141,000
410,000
197,000
AREA TOTAL:
57,000
14K
3,551,000
71,000
LEGEND:
Venue name
COUNTRY
Location, # DJMag
(*) Methodological notes:
1. Data collection took place between July 20 and September 10, 2013.
2. Only Facebook fans and Twitter followers of the venues’ official social
profiles were compiled. Social profiles related to complementary services, such as
magazines or restaurants, were not included. Usual live events with own social media
profiles and fan clubs were not included either. Naturally, if they had been taken into
account, the overall audience figures would be consequently higher. However, this
possibility was ruled out to avoid heterogeneity and thus statistical bias.
04
Total
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MEDITERRANEAN
& MIDDLE EAST
100,000
200,000
300,000
Facebook fans
Cocorico
287,000
Rimini, 27
Pacha Sharm
238,000
Sharm el-Sheikh, 21
Papaya
160,000
Peg, 25
Limassol, 15
Fabrik
81,000
Madrid, 9
Paradise Club
106,000
Mykonos, 33
81,000
Space Sharm
Row 14
Tenax
139,000
240,000
AREA TOTAL:
1,784,500
126,000
121,000
107,000
LEGEND:
Venue
43,000
Athens, 30
35,000
29,000
27,000
23,000
COUNTRY
82,500
59,000
59,000
Firenze, 43
Duel:Beat
297,000
121,500
63,000
55,000 8K
Barcelona, 24
Napoli, 29
Total
10K
179,000
69,000
62,000 7K
Sharm el-Sheikh, 41
Skybar
500,000
Venue name
Il Muretto
Venezia, 75
Beirut, 93
129,000 10K
119,000
Mykonos, 13
Castle Club
141,000
45,000
Cavo Paradiso
Ayia Napa, 44
12K
129,000
Guaba Beach Bar
Lecce, 54
19,000
400,000
1,663,000
BCM
Mallorca, 6
Guendalina
HOME TO HISTORIC VENUES
AND MAMMOTH NEW VENTURES.
WHICH ONES RECEIVE MORE
ATTENTION ON THE INTERNET?
44,000
36,000
31,500
27,500
23,000
05
Location, # DJMag
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UNITED KINGDOM
THE MOST REPRESENTED
COUNTRY IN THE RANKING.
HOW MANY FOLLOW BRIT CLUBS
ON FACEBOOK & TWITTER?
100,000
200,000
Ministry Of Sound
London, 7
Fabric
185,000
London, 4
The Warehouse Project
112,000
Manchester, 19
Cable
47,000
London, 61
The Arches
40,00
Newcastle, 56
Motion
Bristol, 31
Stealth
Nottingham, 66
Corsica Studios
London, 92
The Rainbow
Birmingham, 99
Plan B
London, 96
Mint Club
Leeds, 98
The Warehouse
Leeds, 71
Digital Brighton
Brighton, 94
The Garage
Leeds, 74
500,000
Twitter followers
265,000
322,000
80,000
265,000
183,000
61,000
821,000
545,000
Digital Newcastle
Sub Club
400,000
55,000
41,000 14K
Glasgow, 90
Glasgow, 42
14K
71,000
300,000
Facebook fans
45,000
AREA TOTAL:
24,000 8K
1,366,000
32,000
24,000
21,000
15K
21,000
15K
20,500
LEGEND:
Venue name
COUNTRY
18,000
14K
10K 7K
17,000
12K
12,500
11K
12,500
7,500
5,000
06
Location, # DJMag
Total
587,000
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CONTINENTAL EUROPE
AMSTERDAM AND BERLIN ARE MUST-GO DESTINATIONS
ON THE WORLD MAP OF DANCE. WHAT CLUBS STAND OUT HERE?
100,000
200,000
Facebook fans
Berghain/Panorama Bar
168,000
Berlin, 18
Cacao Beach
Tresor
100,000 10K
Berlin, 85
400,000
184,000
182,000
110,000
1,048,000
Watergate
Melkweg
46,000
Amsterdam, 97
Yalta
Trouw
Bootshaus
64,500
LEGEND:
44,500
44,000
Cologne, 48
1,135,400
55,000
44,000 11K
Amsterdam, 35
AREA TOTAL:
67,000
21,000
64,000
Sofia, 20
87,400
78,500
76,000
Berlin, 63
Venue name
COUNTRY
Robert Johnson
Offenbach, 65
42,000
42,000
40,00
41,000
Fuse
Brussels, 72
Studio 80
Air
Club Midi
25,000 8K
33,000
29,000
31,000
La Rocca
Lier, 73
Roxy
Café D’Anvers
Antwerp, 91
Matrixx
Nijmegen, 84
Tabarin
Brno, 100
Arma 17
Moscow, 88
33,000
32,000
Cluj-Napoca, 51
Prague, 52
34,000
29,000
Amsterdam, 53
Rex Club
36,500
36,000
Amsterdam, 37
Paris, 78
500,000
Total
16K
181,000
Sunny Beach, 87
300,000
27,000
27,400
25,000
26,000
13K 6K
19,000
14K
14,000
13K
13,000
07
Location, # DJMag
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USA &
CANADA
AMERICA HAS FINALLY EMBRACED
DANCE MUSIC. ITS CLUBS ARE ON FIRE
100,000
200,000
Pacha NYC
300,000
Facebook fans
Twitter followers
271,000
86,000
New York, 26
Marquee Dayclub & Nightclub
135,000
Las Vegas, 11
Tao Beach Club/Nightclub
129,000
Las Vegas, 58
XS
Club Space
108,000
Miami, 46
Mansion
91,000
Miami, 47
LIV
69,000
Avalon
Cielo
78,000
New York, 79
Surrender/Encore Beach
55,000
Las Vegas, 34
The Exchange
48,000
Los Angeles, 60
Beta Nightclub
44,000
Denver, 81
Guvernment
40,00
Toronto, 22
The Mid
26,000 9K
16K
14K
15K
Beta
23,000
27,500
Miami, 59
Circus Afterhours
Montreal, 69
Spybar
Chicago, 82
Echostage
Washington, 38
Footwork
Toronto, 36
Asylum Afterhours
Honolulu, 77
129,000
211,000
634,000
20,000
24,000
21,000
23,500
105,000
90,000
LEGEND:
Venue name
89,000
COUNTRY
69,500
58,000
55,000
21,000
12K 9K
15K
12K
2,098,500
126,000
30,000
14K
28,500
Electric Pickle
38,000
220,000
1,461,500
35,000
24,000
Waterloo, 62
21,000
34,000
21,500
Stereo
Montreal, 86
129,000
Total
357,000
198,000
38,000
30,000 8K
Chicago, 40
Seattle, 55
21,000
57,000
84,000
Los Angeles, 49
Foundation Seattle
83,000
500,000
AREA TOTAL:
Miami, 70
Set
82,000
115,000
Las Vegas, 45
Miami, 83
85,000
400,000
18,500
8,500
3,000
08
Location, # DJMag
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LATIN
AMERICA
ALL EYES IN ELECTRONIC
MUSIC ARE SET ON BRAZIL.
HOW MANY PEOPLE ENGAGE
WITH THE LOCAL VENUES?
100,000
200,000
Facebook fans
Green Valley
190,000
Camboriu, 1
Miroir
179,000
Rio de Janeiro, 50
Warung Beach Club
108,000
Camboriu, 16
93,000
Sao Paulo, 32
Sirena
81,000 6K
Maresias, 8
Anzu Club
61,000
Club Vertigo
61,000
Sao Paulo, 23
San Jose, 67
Space B, Camboriu
47,000
Balneario Camboriu, 95
Lima, 76
400,000
500,000
Total
28,000
218,000
180,000
831,000
122,000
76,000
D-Edge
La Huaka
14K
300,000
11K
12K
14K
107,000
AREA TOTAL:
907,000
87,000
73,000
61,500
LEGEND:
Venue name
47,500
COUNTRY
11,000
09
Location, # DJMag
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ASIA &
PACIFIC
THE EXOTIC ORIENT IS
A FAST-RISING MARKET.
IN THE OTHER SIDE OF THE WORLD,
THEY ALSO LIKE TO FEEL THE BEAT
100,000
Republiq
97,000
Manila, 89
Zouk
83,000
Singapore, 5
Ageha
Tokyo, 68
Womb
Tokyo, 64
Ellui
Seoul, 39
Octagon
Seoul, 12
200,000
Facebook fans
25,000
18,000
26,500
300,000
400,000
500,000
Total
26,500
123,500
109,000
245,000
86,500
43,000
AREA TOTAL:
331,500
29,000
16K
13K
12K
13,500
LEGEND:
12K
Venue name
13,500
COUNTRY
Location, # DJMag
GLOBAL OVERALL
AND IT ALL ADDS UP TO...
8,965,000
1,958,400
TOTAL SOCIAL AUDIENCE:
10,923,400
10
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YOUTUBE
WHO’S IN THE LEAD BY
NUMBER OF VIDEOS VIEWED?
1,000,000
2,000,000
3,000,000
4,000,000
YouTube views
Amnesia
3,900,000
Ibiza, 10
Watergate
3,200,000
Berlin, 63
Row 14
3,100,000
Barcelona, 24
XS
2,500,000
Las Vegas, 45
LIV
1,900,000
Miami, 70
Pacha
1,700,000
Ibiza, 3
1,600,000
Las Vegas, 34
Matrixx
Guaba Beach Bar
1,600,000
Limassol, 15
Pacha NYC
Space Ibiza
1,400,000
Ibiza, 2
1,100,000
Las Vegas, 11
Papaya
Mansion
775,000
Ibiza, 28
Stealth
725,000
Nottingham, 66
Fabrik
675,000
Madrid, 9
Ministry Of Sound
650,000
London, 7
Space Sharm
Ageha
Tokyo, 68
Tao Beach Club/Nightclub
Las Vegas, 58
Fabric
London, 4
Green Valley
Camboriu, 1
Location, # DJMag
850,000
Miami, 47
Sharm el-Sheikh, 41
COUNTRY
875,000
Peg, 25
Sirena
LEGEND:
Venue name
Marquee Dayclub & Nightclub
Maresias, 8
Including the views on 46 channels
not displayed in this graphic
1,500,000
New York, 26
Ibiza, 17
38,284,000
1,600,000
Nijmegen, 84
Privilege
TOTAL VIEWS:
550,000
525,000
475,000
450,000
425,000
(*) Methodological note:
400,000
An additional 46 clubs not displayed in the
graphic have YouTube channels.
400,000
11
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SOUNDCLOUD
ON THE NETWORK OF SOUND, WHAT
VENUE STAYS AHEAD BY FOLLOWERS?
25,000
50,000
75,000
SoundCloud followers
Ministry Of Sound
76,000
London, 7
Fabric
48,000
London, 4
13,200
Berlin, 18
Amnesia
10,500
Ibiza, 10
Studio 80
9,300
Amsterdam, 37
Space Ibiza
8,500
Ibiza, 2
TOTAL FOLLOWERS:
Trouw
8,500
Amsterdam, 35
Including the followers of 28 clubs
not displayed in this graphic
Arma 17
7,700
Moscow, 88
Pacha
7,200
Ibiza, 3
LEGEND:
Robert Johnson
COUNTRY
Cable
Watergate
5,200
Berlin, 63
3,000
Ibiza, 28
Fuse
3,000
Brussels, 72
Pacha NYC
New York, 26
Sub Club
Glasgow, 42
D-Edge
Sao Paulo, 32
Fabrik
Madrid, 9
Papaya
Peg, 25
Matrixx
Nijmegen, 84
Location, # DJMag
5,500
London, 61
Ibiza, 80
Venue name
5,700
Offenbach, 65
Sankeys Ibiza
240,000
8,500
Manchester, 19
2,500
2,500
2,200
2,200
(*) Methodological notes:
1,500
1. The grid of this graphic has been
expanded to facilitate data exposure. It is not
proportionate to that depicting Facebook fans
and Twitter followers earlier in this study.
2. An additional 28 clubs not displayed in the
graphic have SoundCloud accounts.
1,200
1,000
12
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CONCLUSIONS
Deadmau5 — 7.7 M
Skrillex — 13 M
Tiësto — 15 M
David Guetta — 45 M
AND AFTER THE NUMBERS, WHAT NOW?
New Facebook fans
461,000 Tomorrowland
Ushuaïa
Amnesia
Space
Cocorico
Miroir
Privilege
534,000 Electric Zoo
616,000 Electric Daisy Carnival
Ultra Music
By number of FB fans
1,1 M
Amnesia
757,000
TOP CLUBS
Ushuaïa - 294,000
Space
868,000
868.000
Pacha
From 1st to 31st August, 2013
TOP FESTIVALS
54,000
38,000
16,000
11,000
8,500
7,000
ELECTRONIC
MUSIC IS IN A MOMENT
OF SPECTACULAR RISE
B
TOP DJs
THE IMPACT OF CLUBS ON SOCIAL MEDIA
IS IMPORTANT YET LIMITED
A
The temples of electronic music can brag about having a massive fanbase,
but their numbers are pretty modest compared to those of the stars of the
musical genre, the DJs. Even some outdoor festivals, which are held only
once a year, boast larger audiences than those of the clubs’. Venues will
never be able to match the artists’ popularity. They are the industry’s
human face and creative geniuses. However, it’s obvious that nightclubs
could still grow if they pick a right strategy that fullfils their potential.
A SOLID DIGITAL STRATEGY
IS NECESSARY TO GAIN FANS
AND INFLUENCE
For decades, EDM has been a
genre for minorities and was limited to the night’s world. Now it
has become a cultural phenomenon with global reach. That momentum is reflected in the evolution of clubs’ social audience.
Some venues in Ibiza, the Mediterranean and Brazil are registering astounding growth rates in
their volume of digital fans. In
August, the high season’s top
month, some clubs have grown
over 20% on Facebook.
CLUBS NEED TO COOPERATE
ONLINE WITH DJs IN ORDER TO GROW
C
D
Many clubs experience their highest levels of digital
activity just when world-renowned DJs visit them for
a gig. What does this tell us? For the audience, the
artist is the essence of the electronic music experience,
way above the location. Clubs must cooperate with
DJs to benefit from the higher attention these get.
How? By creating joint content (aftermovies, interviews on Twitter...) and encouraging mutual visibility
on social networks (retweets, shares...).
As EDM continues to conquer new markets and
seduce new audiences, the clubs’ virtual fanbase will
grow. However, a specific digital strategy is
necessary. It takes creativity and determination to
maximize this growth in a context of fierce competition. The online world has its own rules, rhythms
and procedures. Implementing your analogue
strategy on the digital sphere is useless and might
even be counter-producing.
13
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CONCLUSIONS
WHAT TRENDS CAN BE DEDUCED FROM THE ANALYSIS OF DATA?
32%
The leading 7 Ibiza
clubs own 32% of the
Top 100’s Facebook fans
and Twitter followers
ACT LOCAL,
BUT ADDRESS
A GLOBAL AUDIENCE
E
Having nearly a million fans and
followers is a prime business position but it’s also a huge creative
challenge. The Top 7 Ibiza clubs
bring together some 32% of
audience share on Facebook and
Twitter. This is a massive global
audience that demands highquality and culturally adapted
contents. They want to feel cared
for and valued. Addressing this
global demand as they channel it
into venues that operate locally is
the brain teasing task that clubs
must carry out.
FROM IBIZA TO LAS VEGAS…
STRIVING TO BE THE WORLD CAPITAL OF THE GENRE
F
A quick glance at the map makes clear that the global epicenter of
electronic music is in Ibiza and the rest of the Mediterranean. Across the
Atlantic, Brazil, Miami and Las Vegas contest to be acknowledged as the
main hub of the genre in the Americas. The clubs located in the gambling
city –Marquee, Surrender/Encore Beach, XS, Tao Beach Club– are
deploying very aggresive expansion strategies on social media and its
amount of fans and followers is growing steadily.
SPEAKING TO A GLOBAL AUDIENCE G
MEANS… SPEAKING IN ENGLISH
A large majority of the clubs from DJMag’s Top 100 seem to understand that their
audience is local, but also global. Three out of four venues not located in Englishspeaking countries have their websites translated into English. The typical clubber is
a keen traveller. He likes to go out at night when visiting Amsterdam or Berlin.
Before picking a place, he needs to check the info in a familiar language.
14
76%
76% of Top 100 clubs not
located in English-speaking
countries have their websites
translated into English
www.woomedia.es
CONCLUSIONS
WHAT’S ’IN’ ON SOCIAL MEDIA AND WHAT ISN’T?
24%
27%
100%
MOBILE TRAFFIC
JUST CANNOT BE
MISSED OUT
APPS SPOTLIGHT
YOUR VENUE, BUT
OFFER ADDED VALUE
FACEBOOK IS THE
UNDISPUTED KING
OF SOCIAL MEDIA
This fact is as negative as it is
surprising. The world’s top
clubs are distinguished by using
the latest digital technologies.
However, three out of four
don’t have their websites adapted either through responsive
design or other adaptation procedure to fit the smartphones
and tablets screens. Nearly 20%
of Internet traffic is already mobile. It’s easy to see that among
clubbers, tech-savvy fellas, this
percentage is even higher.
Nearly a third of the Top 100
clubs feature a mobile app,
usually for Apple and Android
devices. The percentage will
increase in the coming years.
Having an app is a prestige factor. It presents you as a leading
brand in technology. However,
apps cannot be mere replicas of
your website. They must offer
a real usefulness: exclusive
content, location-based services,
advanced social skills, shopping
advantages...
100% of the clubs manage a
Facebook page. Even more,
their digital strategies are usually
designed specifically for it.
There’s not much left to say.
Chapeau, Monsieur Zuckerberg!
There is a nice story about
Leeds’ The Garage club, in the
UK. It’s a brand-new venue that
has founded its early reputation
on cool music and word of
mouth. But they don't have a
website. However, the venue
does have a Facebook page!
H
I
K
94%
94% of world’s Top 100
clubs have a Twitter
account
All of the clubs in the
world’s Top 100 have a
Facebook page
27% of
Top 100 clubs
feature a mobile app
Only 24% of the
top clubs in the world
have their website
adapted to mobile
devices
J
TWITTER, THE DIFFERENCE BETWEEN BEING AND DOING
94% of analysed clubs have an official Twitter account. However, its numbers can’t
compare to those of Facebook. The gap is 4-1 in favor of the latter. Moreover, a
deeper analysis reveals that only 75% take Twitter seriously. Except at the largest
venues, the degree of penetration of this social network in Europe’s clubs is still
pretty modest.
15
www.woomedia.es
CONCLUSIONS
FIGURES SPEAK. WHAT DO THEY TELL US?
SOUNDCLOUD, A PLATFORM
YOU’LL BE HEARING ABOUT IN THE FUTURE
L
51%
Just over half of the
analysed clubs have a
SoundCloud profile
This social platform based on sharing audio clips is an essential meeting point of the
EDM community. Half of the clubs are present in it, although in many cases only
experimentally. Being a young European platform (created in Sweden in 2007 and
settled in Berlin), its audience comes mostly from Europe. It is a technological
marvel. If you haven’t heard about it or Mixcloud, a similar service, don’t worry.
You will in the future.
VIDEO IS THE MOST WATCHED, SHARED
AND REMEMBERED CONTENT
M
73%
73% of major dance
clubs have a YouTube
channel. An additional
5% is on Vimeo
Nearly 75% of venues have a channel on YouTube. Another 5% have chosen to
upload their videos on Vimeo instead. Club owners know that video is currently the
unrivalled star of digital content. No other item performs likewise in terms of
visits, likes, retweets… And footage stays forever in the brain. Besides, the
ongoing development of bandwidth in Western countries is leading to massive
consumption of multimedia stuff on mobile devices. The sky is the limit.
ALMOST ONLY AMERICAN CLUBS
MAKE THE MOST OUT OF TWITTER
IT’S NOT ABOUT HAVING MANY
FANS BUT ABOUT HAVING GOOD FANS
The size of communities gathered around American
nightclubs on Twitter are truly remarkable. Among
the Top 20 establishments owning the most followers
on this social network, 7 are American. Let’s not
forget that Twitter is still a relatively recent arrival in
Europe, while in the United States it’s been savagely
popular for years now, especially among youngsters.
Although this study analyses the attention that clubs
receive, measured by its number of fans, let’s not forget that numbers may be misleading. It’s better to
have a small but active user community, than a massive and disinterested one. Your most loyal followers
are the ones who will recommend your venue. That’s
one of the advantages offered by specialized social
networks such as SoundCloud, Mixcloud or even
YouTube. Around them gather your most demanding,
but also the most expert and influencing audience.
They will make you big.
N
O
16
www.woomedia.es
CONCLUSIONS
WHAT ELSE CAN WE LEARN?
AFTERMOVIES: TURNING
AN EVANESCENT EVENT INTO
A LONG-LASTING ONE
Q
1. Amnesia
3.9 millions
2. Watergate
3.2 millions
The most successful type of video in the world of
electronic music is the aftermovie. It’s a visual
compilation of a live event’s highlights with some
spectacular editing and an awesome soundtrack. There
isn’t a more powerful picture than people dancing and
letting go of everything. It captures the essence of
electronic music, the live event’s emotion, and turns it
into a repeatable, durable, transportable product.
12,000
5,800
3. Row 14
3.1 millions
4. XS
2.5 millions
5,700
3,400
THEY’RE NOT JUST CLUBS,
THEY’RE TREND SETTERS
R
5. LIV
1.9 millions
The most successful clubs in the world are those who
understand they are not mere nightlife spots. They’re
leading players, along with DJs, festivals, record labels
and users, in a booming music scene. The audience
expects from them much more than discounts and
free shots. They expect them to be opinion leaders,
to recommend what music to listen, what movies to
watch, what clothes to wear, what cities to visit. How?
With a useful website, an interesting blog, magazine,
active social networks...
6. Pacha
1.7 millions
3,000
6,700
Videos viewed
Number of suscribers
MANY VIEWS, VERY
FEW SUSCRIBERS.
HOW IS THAT POSSIBLE?
P
THE CLUBBER, A DEMANDING
TARGET AUDIENCE WITH MONEY TO
SPEND AND TREND-SAVVY
S
YouTube registers some strikingly poor suscribing
numbers. How is that possible if video is the most
demanded item on the web? The reason might be
that most Internet users use it simply as a video
repository. They access them through links on Facebook, Twitter or the web, but do not subscribe
to channels. Is this is a good or a bad thing? It depends. Could be an advantage. Users who do
subscribe are normally very loyal. So the venue
knows they don’t have many suscribers, but also
knows where to find them when they’re necessary.
The world of electronic music is located at the forefront of lots of comsumption trends. Its typical
purchaser, the clubber, is an expert in technology and
an advanced user of the Internet and social media. He
has a pretty good purchasing power, is a usual
traveller and spends big sums in leisure. He’s an active
and demanding consumer. He recognizes and rewards
talent and creativity. You can’t make him happy with
just anything, in both the online or offline world.
17
www.woomedia.es
CONCLUSIONS
...AND THIS SECTION IS OVER. KEEP READING!
REPRODUCE THE OFFLINE EXPERIENCE AND MAKE
THE ONLINE EXPERIENCE RELEVANT
T
The best digital strategy is one that gets to transfer the essence of the offline
experience to the online world, and at the same time one that makes the
online experience relevant in the offline world. The heart of electronic music
is the live event. You must capture the emotion and deliver it through
videos, images, possibilities of meeting people... In the opposite direction,
you should make sure that your most loyal digital fans feel cared for when
they visit your venue. Treat him/her!
ONE DAY OF PHYSICAL PRESENCE PER YEAR…
AND 364 OF DIGITAL RELATION
U
Such is the user experience of millions of club fans, especially in holiday destinations like Ibiza, Miami and Las Vegas. They visit the venue just once or
twice in summer, but the rest of the year they expect to obtain information,
entertainment and inspiration. To keep up the virtual relation, they should be
receiving much more than ticket sales and party posters. Keeping them
interested throughout the year demands all your creativity and interaction.
ONLINE
CLUBBING
COMMUNITIES ,
A GOLDEN SOURCE
OF INFORMATION
V
For clubs and other music,
fashion and entertainment
brands, digital communities
formed around clubs are a
powerful market analysis tool.
They constitute an active
audience eager to express what
they like and what they don’t,
what they’re willing to buy and
what they’re not. Social media
are not about spreading
advertising messages out loud.
Above all, they’re some high
valuable channels to practice
active listening.
MATURER GENRES OF MUSIC
AND ARTS HAVE MUCH TO LEARN FROM EDM
W
?
The digital revolution we’re living has forced more mature sectors of the
musical and cultural industry –theater, publishing, museums, opera– to
seriously consider how to be and to behave on social media to reach new
audiences. The problem is they don’t always hit the target. For many years,
the dance scene has acquired a deep experience in addressing a young and
tech-savvy audience. Observing what clubs and other players of the EDM
industry do in this field could be very valuable to them.
18
www.woomedia.es
BEST PRACTICES
TO BEGIN: HOW TO INFORM AND ENTERTAIN YOUR AUDIENCE
CREATE AN ONLINE LEISURE
AND TRENDS MAGAZINE ON
YOUR BLOG
PUBLISH A PRINTED
MAGAZINE BUT MAKE IT
AVAILABLE ONLINE
Many times, corporate
publications err on the side
of autism. They tend to talk just
about themselves. It’s easy to cross
the line and end up making pure
and simple advertising. Instead of
that, Amsterdam’s Trouw features
an attractive blog with interesting
articles on entertainment, leisure,
gastronomy... In addition to drive
traffic, an appealing publication
reinforces the brand’s image and
the club’s leadership.
Since 2003, the Pacha
Magazine is a legend in Ibiza.
Everyone with something to offer
on the island wants to be
mentioned in it. The club
distributes thousands of paper
copies, but you can also read it on
the Issuu platform and on the
official app. Another option would
be Scribd or direct download in
PDF format. Never mind, the key
is to make it available! Other clubs
also deliver magazines online, like
Warung and Guaba Beach Bar.
01
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Trouw
02
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Pacha Ibiza
Guaba Beach Bar
KEEP YOUR EVENTS
SECTION ON FACEBOOK
UPDATED AT ALL TIMES
This is one of the most
sophisticated and less
commented features on Facebook.
Reflecting your upcoming party
schedule on it will help users know
what’s on. It also gives the club the
option to send personal invitations
along with link to online ticket
purchase as a call to action. The
venue can choose which users will
receive the invitation, segmenting
them by age, gender, location...
04
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Bootshaus
The Warehouse
Footwork
Warung
ALLOW TO CUSTOMIZE
YOUR STUFF, SPECIALLY
WHEN IT’S MAIL-BASED
Ministry of Sound is a legendary London venue, but it’s
also a record label. We know that,
when it comes to receiving newsletters, we are very rigid. If we feel
invaded, we immediately label
them as spam. So this English club
offers the option to customize the
newsletter with club news or label
news or both. This way we get just
what we want.
05
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Ministry of Sound
19
UPDATE YOUR BLOG OR
NEWS SECTION FREQUENTLY
Your fans expect you to tell
them stuff. An outdated
blog or news section conveys a
poor image. Instead, Fabric
London, posts two or three new
articles on their blog every day. No
doubt, Google will reward them
with a better search position. Only
one aspect to improve: allow
comments on the blog, so that
communication with fans can be
bidirectional.
03
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Fabric London
www.woomedia.es
BEST PRACTICES
LET’S CONTINUE: HOW TO CREATE ATTRACTIVE CONTENT
THAT ROCKETS ON THE INTERNET
CREATE A PROFESSIONAL
VIDEO CHANNEL ON YOUR
WEBSITE AND YOUTUBE
GET YOUR STAR DJs
TO GET IN TOUCH WITH
YOUR AUDIENCE
DON’T TAKE YOURSELF TOO
SERIOUSLY; USE HUMOUR
TO PROMOTE YOUR CLUB
No format attracts as much
attention as video. It is the
quintessential viral format. But you
shouldn’t just produce lousyquality videos. Clubbers expect
their favourite brands to deliver a
professional product, with exclusive content, spectacular editing and
music that brings them back to the
dance floor. Quality is paid with
money. Interviewing a resident
DJs, a safe bet to obtain traffic.
Sometimes, simple ideas are
the most effective. As a
promotion of their upcoming
events, some clubs record short
videos of the featured DJ speaking
directly to the camera and encouraging viewers to go to the club that
day. Fans worship DJs. They’ll love
to be looked in the eyes.
No one comes to electronic
music with a desire to split
the atom. This is not quantum
physics, it’s all about fun and party.
Some clubs, including Echostage in
Washington or LIV in Miami, use
humor very smartly to promote
their parties. Create funny
vignettes, graphic jokes, memes or
sexy videos and spread them all
over Facebook and Twitter. Can
you figure out how many retweets
you’ll get?
06
07
SEEN AT...
Digital Newcastle
Zouk Singapore
SEEN AT...
Amnesia
Ushuaïa
A club’s fan wants more than
the official speech. They
know your slogans better than you
do. The Internet is a startling
channel to provide the user a
glimpse on what’s going on behind
the scenes. In their PR Diaries web
section, Sankeys Ibiza features a
gallery with pictures of the promotional go-go parades that take place every day on Ibiza beaches. A
kind of the making of... Amusing!
09
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Sankeys Ibiza
SEEN AT...
Marquee
SHOW YOUR BUSINESS’
BACKSTAGE TO YOUR
AUDIENCE
08
Echostage
LIV
TELL IT ALL, EVEN THE DAY
YOUR CLUB IS FORCED TO
CLOSE FOREVER
The London club Cable, ranked 61 in DJMag’s Top 100,
was forced to close in May 2013
when the landlord, Network Rail,
claimed the place all of a sudden. It
was a sad, unfair end to a prestigious brand. The club recorded
everything (the eviction, the police
breaking into the venue...) and
showed it on a thriving YouTube
video. The clip has summed up
over 65,000 views so far and keeps
the spirit of the club alive. Don’t
miss it!
10
CREATE EXPECTATION
BEFORE THE RELEASE
OF AN AFTERMOVIE
An aftermovie is a video
compilation of a party’s
highlights. Fans love it. To those
who were there live, it allows them
to relive the excitement. Those
who didn’t, get a glimpse of how
great it was. Clubs often announce
the release date to create buzz on
social media: Only two days left for the
most anticipated video ever...
11
SEEN AT...
Amnesia
Row 14
SEEN AT...
Cable
20
www.woomedia.es
BEST PRACTICES
HOW TO MANAGE YOUR WEB AND DIGITAL IDENTITY
BE MULTI-PLATFORM,
BUT DEPLOY SPECIFIC
STRATEGIES ON EACH SITE
YOUR SOCIAL MEDIA
ICONS, ALWAYS VISIBLE
ON YOUR WEBSITE
PLACE YOUR MULTIMEDIA
RESOURCES ON
SPECIALIZED NETWORKS
Millions of users are on
Facebook and Twitter, but
many others prefer less traveled
paths, like Pinterest, Google+,
Fousquare, SoundCloud,
Mixcloud, Flickr or Instagram.
Some clubs are present on all
platforms. They obviously occupy
every imaginable niche and convey
a hyper-social image, but it is
unlikely they own the resources to
deploy tailor-made strategies.
The official website must
clearly reflect the social
networks in which the club is
active and also should encourage
users to access them. In order to
permanently display these links
while the user browses the site
from page to page and scrolls, it’s
very useful to have a floating bar
featuring your social icons.
The Italian club Cocorico, or
the Dutch Studio 80, have
decided to place their picture
galleries out of their websites. The
Photos link in the navigation menu
directs to Facebook or Flickr.
Although a link to an external
website should always be signaled,
it’s a great tactic to transfer traffic
from a 1.0 to a 2.0 environment
that you are attempting to boost.
12
13
SEEN AT...
Pacha NYC
SEEN AT...
XS
Trouw
Amnesia
Ushuaïa
BE AT THE CENTER OF THE
BLOGOSPHERE: BLOGSPOT
OR WORDPRESS
British club Stealth has taken
a striking decision. Instead of
blogging on their official website,
they are located on Blogspot. They
don’t even have a customized
URL. What do you get with that?
Indeed, the blog is situated on the
blogosphere's main street.
Hierarchies are deleted and
everything seems much more
natural, more relaxed, innit?
15
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Stealth
DESIGN YOUR FACEBOOK
COVER PHOTO WITH THE
EVENTS OF THE WEEK
A club lives off its events.
So why not put them in the
foreground? The cover image
update is not only informative. It is
also visually more dynamic.
16
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Space Ibiza
Privilege
Sub Club
Corsica Studios
Bootshaus
The Mid
Studio 80
Fuse
21
14
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Cocorico
Studio 80
www.woomedia.es
BEST PRACTICES
HOW TO CREATE AND DISTRIBUTE MUSIC
COLLABORATE WITH
A LOCAL RADIO STATION TO
BROADCAST YOUR EVENT
In Ibiza, there are two radio
stations offering 24 hours of
electronic rythms: Ibiza Global
Radio and Ibiza Sonica. They’re
part of the island’s dance scene.
Clubs and radios collaborate
closely to offer live broadcasts.
Through the radio waves and the
Internet, can you imagine the
potential audience you can reach?
17
SEEN AT...
Pacha
Space
Ushuaïa
Amnesia
Privilege
Sankeys Ibiza
MAKE SOUNDCLOUD
YOUR MEETING POINT
WITH YOUR FANS
SoundCloud offers plenty of
formats to display the audio
clips to share with your audience.
You can embed a player gadget on
your web (Sankeys Ibiza, Guaba
Beach Bar), place it on a pop-up
(Surrender/Encore Beach) or even
show the available mixes on a
Facebook tab (Papaya, Sirena).
Row14 uploads complete dance
sessions every Thursday afternoon.
20
SEEN AT...
Space Ibiza
Sankeys Ibiza
Guaba Beach Bar
Row14
Papaya
Sirena
LAUNCH YOUR OWN
ONLINE RADIO CHANNEL
Obtaining a radio broadcast
licence is expensive and often
involves a bureaucratic nightmare.
On the contrary, the Internet is a
relatively cheap media at the reach
of your hand to air your musical
offer. Not only will you coolify
your brand reputation, but it will
also reinforce your role as a music
curator. You can install your radio
on an independent URL
(www.caboparadiso.com,
radio.studio-80.nl) or place it in a
pop-up window on your website.
18
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Cavo Paradiso
Studio 80
The Castle Club
OFFER VIDEO OR AUDIO
LIVE STREAMING
OF YOUR EVENTS
Streaming your event with a
fixed camera on the DJ
booth allows those who haven’t
been at the club to enjoy it. It also
transforms the experience into a
product without boundaries. To
output audio streaming, Sankeys
Ibiza uses Digitally Imported
channel. For video, Cielo and
Guaba Beach Bar use Ustream.
BCM delivers video streaming
on their Facebook page by using
Livestream app.
19
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BCM
Sankeys Ibiza
Cielo
Guaba Beach Bar
GIVE AWAY MUSIC
THROUGH A PODCAST FEED
ON YOUR WEBSITE
PROMOTE A FUTURE EVENT
WITH A PODCAST BY THE
FEATURED DJ
Many clubs (Cielo, Rex Club)
have podcasts sections at
their website. In them, you can find
recordings of recent parties,
proposals handed by the resident
DJ, eccentric proposals catched
over there... Just anything! Pacha
NYC also facilitates subscription
through the most popular services:
iTunes, Podnova, Newsgator,
Netvibes, Odeo, MyYahoo,
PageFlakes and iGoogle.
Much cooler than just
sticking the typical party
poster on your Facebook wall, you
give away really valuable stuff. Why
not hand your fans a podcast with
a preview of what your guest DJ
usually plays? Fans will be
delighted to receive some quality
material. If they like the remix,
they’ll want to go see it live. If not,
they’ll save the admission fee and
will appreciate the information.
21
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22
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Pacha NYC
Cielo
Rex Club
22
Corsica Studios
Plan B
www.woomedia.es
BEST PRACTICES
HOW TO ATTRACT TALENT TO YOUR BRAND
ENCOURAGE YOUNG DJs
TO SUBMIT THEIR DEMOS
At Ministry of Sound TV,
the English club-label’s main
YouTube channel, they invite
young talents to submit their
mixes. Then the club residents
curate them and create playlists
where begginers’ demos mix up
with clips by established artists. A
brilliant formula for combining old
and new talent ... And to spot
hidden gems!
23
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AWARD THE BEST
TALENTS BY GIVING THEM
VISIBILITY
ORGANIZE A DJ WORKSHOP
HELD BY YOUR RESIDENT
ARTISTS
Pacha NYC has created a
space on SoundCloud for
young DJs to submit their mixes.
The best ones are included in the
club’s podcasts. That way, they
become a magnet for new talent,
and also reinforce the brand’s
musical leadership.
Dutch nightclub Studio 80
announces a DJ training
programme on their website. The
club’s residents teach it, which enhances the prestige of the course.
It’s a week-long and costs 125
euros. They make it easy to sign up
online and pay by credit card.
Being a DJ is as hip as it ever was.
The club is probably overwhelmed
by the the amount of applications.
24
SEEN AT...
Pacha NYC
Ministry of Sound
25
SEEN AT...
Studio 80
23
www.woomedia.es
BEST PRACTICES
HOW TO SELL ON THE INTERNET
SET UP AN ONLINE STORE
FOR TICKETS, GIFTS
AND CDs
If you run a well-established
brand and your site gets a
fair amount of traffic, step up to
e-commerce and monetize the
attention you get. Selling tickets
online may involve a little
investment to adapt your customer
management software. If you are
persuaded that your brand
addresses a global audience, offer
worldwide item delivery.
26
SEEN AT...
Space Ibiza
Amnesia,
SELL CLUB TICKETS ALSO
ON FACEBOOK
There are dozens of simple
applications to install a
tickets e-commerce tab on
Facebook. Eventgenius, Skiddle,
Electrotub, Favorous, Paylogic and
Wantickets are just some of the
many the analysed clubs use.
27
SEEN AT...
Space Ibiza
Sankeys Ibiza
The Warehouse
Bootshaus
Papaya
Cocorico
A MEMBERSHIP CARD WITH
ONLINE AND OFFLINE
ADVANTAGES
In London, Fabric London
has created Fabricfirst, a
membership card that, from 5
pounds a month, makes it easier to
enter the club, offers access to
premium online content and even
entitles the member to receive a
CD every month. Combining
analogue and digital benefits is a
sound strategy to engage fans.
31
SEEN AT...
Fabric London
24
Marquee
The Mid
Pacha NYC
Air
ALLOW ONLINE GIFT CARD
SHOPPING TO BE USED AT
YOUR CLUB
Tao Beach Club’s website, in
Las Vegas, offers the
opportunity to purchase gift cards
from 50 to 500 dollars to spend in
the club restaurant, a staggering
Asian bistro. The recipient gets a
nice digital postcard detailing the
generous amount of the gift. It’s a
good idea to transform a visiting
experience into a tangible product.
28
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Tao Beach Club
www.woomedia.es
BEST PRACTICES
HOW TO STIMULATE PARTICIPATION
AND USER-GENERATED CONTENT
REWARD THE BEST IBIZA
PHOTOS SHARED
BY CLUBBERS
ALLOW YOUR FANS TO
INTERVIEW YOUR STAR DJs
ON TWITTER
MAKE YOUR CLUB A
TRENDING TOPIC THROUGH
A CONTEST
Ibiza offers much more than
nightclubs. It’s a natural
paradise. During Summer 2013,
Pacha intended to pack Twitter
with inspiring photographs of the
island. They created the hashtag
#myEPICApic, which refers to
one of their season parties, Epica.
The idea obtained a fantastic
reception. The winning photos
were displayed on Facebook and
authors were awarded tickets,
branded gifts and CDs.
DJs are the rock stars of today and social networks allow
a higher level of interaction than
anytime before in history. Pacha
organizes Twitter interviews with
some of their star artists, such as
Guy Gerber or DJ Sneak. Online
dialogues create valuable synergies
by connecting the artist’s fanbase
with the club’s followers. The interview is hosted on the artist’s
account, not on that of the venue’s.
Madrid-based club Fabrik has
a strikingly active Twitter
community. In summer 2013, they
encouraged their followers to tweet
I wanna go to #1996FABRIK, in
reference to the name of one of
their events. Users also had to
change their profile picture and
upload the official party logo
instead. The reward: tickets to
enjoy the show.
29
30
Pacha
Pacha
REWARD YOUR MOST
ACTIVE FANS BY GIVING
THEM VISIBILITY
SHOW USER’S CONTENT ON
YOUR FACEBOOK PAGE
Californian club The
Exchange uses an amusing
Facebook application called
wesawit.com. It collects on a single
screen diverse user-generated
content published on different
social sites. The app gathers
pictures and videos posted on
Instagram, Twitter, Vine, Flickr
and YouTube under a given
keyword or hashtag.
32
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The Exchange
SEEN AT...
Fabrik Madrid
SEEN AT...
SEEN AT...
31
The social media allows to
put millions of anonymous
users on the map. They give us a
face and a voice. Very often, that’s
the single reward that we the
Internet users intimately seek.
Facebook apps like Fangager or
Booshaka measure user participation (likes, shares, comments) and
draws up a ranking to designate the
Weekly Top Fans. It’s a cool
competition that encourages
participation.
33
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BCM
Green Valley
25
www.woomedia.es
BEST PRACTICES
HOW TO ENCOURAGE CUSTOMERS TO SHARE ONLINE
THEIR CLUBBING EXPERIENCE
LAUNCH A CAMPAIGN
TO COLLECT PHOTOS
TAKEN AT YOUR SITE
MAKE YOUR SOCIAL ICONS
VISIBLE ON THE DANCE
FLOOR
LET YOUR CLIENTS FEEL
LIKE CELEBRITIES DURING
A PHOTO CALL
In spring 2013, Ministry of
Sound had a remarkable
success with a fantastic onlineoffline campaign. They encouraged
fans to submit Twitter and Instagram photos and videos taken at
the club. They used the hashtag
#mosmoments. They amplified
the initiative with billboards on
Tube stations. Its impact was
enormous. Images of users are
displayed on the web and the best
ones were awarded VIP nights.
Everyone of us go out
clubbing with our
smartphone in our pocket.
Therefore, we already have the
technology. Sometimes all we need
is a reminder to share what we see.
In Las Vegas, Surrender/Encore
Beach has a giant panel with Facebook, Twitter and Instagram’s logos installed next to the DJ booth.
A subtle call to action, huh?
It’s simple, cheap and
extremely effective. At Pacha
Ibiza, customers often queue to
enjoy one of the venue’s major
appeals. Booze? Nope! Getting a
photo taken as if they were stars in
front of a panel with the logos of
the brand. Like celebrities in a
Hollywood photo call! In Ushuaïa,
stunning go-go dancers allow being
photographed with customers. Like
posing with Mickey Mouse at
Disney World!
34
35
SEEN AT...
SEEN AT...
36
SEEN AT...
Pacha
Ushuaïa
Ministry of Sound
PILOT EXPERIENCE OF
FACEBOOK PRESENCE
WITH CHIPPED BRACELETS
In 2011, Ushuaïa partnered
with Facebook to test a new
technology that allows you to post
pictures and your location without
pressing a key. By using a bracelet
equipped with a RFIP chip (Radio
Frequency Identification), users
automatically access their profile
through terminals installed at the
venue. This way they can share
their clubbing experience with the
world right from the dance floor.
37
SEEN AT...
Ushuaïa
26
www.woomedia.es
BEST PRACTICES
HOW TO OFFER THEM INCENTIVES TO BECOME FANS
OR SHARE CONTENT
INSTALL A FIXED PHOTO
TERMINAL THAT
PUBLISHES ON FACEBOOK
Brazilian venue Miroir has a
fixed photographic terminal
installed in one of their rooms,
named Miroir Magique. It has been
developed by Visualface.
Customers can get photographed
and the pic is automatically loaded
on the club’s Facebook page.
Upon returning home, customers
are encouraged to like the page
and then see their photo.
38
GIVE AWAY GIFTS TO
NEWSLETTER SUSCRIBERS
RAFFLES AND DISCOUNTS
FOR NEW FACEBOOK FANS
Pacha gives away a download
of an exclusive album to all
new newsletter suscribers. At
Pacha NYC, gifts might consist of
VIP tables, tickets, backstage
passes and fancy headphones.
XS raffles a trip to Las Vegas
among new users who like
the page. Such initiatives are
positive for increasing your
fanbase's gross size, but it doesn’t
guarantee quality users or
durability. In Tokyo, Womb offers
their new Facebook fans 2FOR1 at
their restaurant.
39
SEEN AT...
Pacha
Pacha NYC
40
SEEN AT...
XS
Womb
SEEN AT...
Miroir
PROVIDE INCENTIVES FOR
BLOG SHARING
Through PunchTab, Pacha
NYC draws gifts for
readers who share blog posts on
their social profiles. It’s a very
visual and easy-to-use application.
41
SEEN AT...
Pacha NYC
27
www.woomedia.es
BEST PRACTICES
HOW TO LISTEN TO YOUR AUDIENCE
ASK YOUR FANS WHAT DJs
THEY WOULD LIKE TO SEE
AT YOUR VENUE
USE WHATSAPP OR LINE
AS CUSTOMER SUPPORT
CHANNELS
Let’s stop considering social
networks as mere channels
to send messages. Asking good
questions and listening is by far
more important. On their website
and also on Facebook, Brazil’s
Sirena asks their community about
who they would like to see at the
venue. The options are Armin Van
Buuren, Steve Aoki, Alesso, Calvin
Harris and Boris Brejcha. An
initiative both simple and smart!
WhatsApp and Line, its
Japanese competitor, are
rocking the quick message app
scene. Neither Facebook nor
Twitter. Nothing is easier or faster
than sending a txt, right? Tokyo’s
Womb venue features a channel on
Line to answer questions and solve
doubts... One-on-one, free,
immediate communication.
42
43
SEEN AT...
Womb
SEEN AT...
Sirena
28
SELECT YOUR CREW
FROM YOUR FANBASE
Don’t waste money on
newspaper ads. When you
need to recruit, just get to your fan
community. Post your job offer on
Facebook and Twitter. That way
you make sure that you’ll be receiving enthusiastic candidates who
already know and value your brand.
44
SEEN AT...
Digital Newcastle
www.woomedia.es
BEST PRACTICES
WE ARE GETTING CLOSER TO THE END…
HOW TO ADDRESS A GLOBAL AUDIENCE
MAKE YOURSELF
UNDERSTOOD: MULTITRANSLATE YOUR WEB
IN IBIZA, RUSSIAN IS THE
EMERGING LANGUAGE:
USE IT!
Venues should be aware that
they are part of a global
music phenomenon. A clubber is a
person that loves to travel
and, just as important, has the
purchasing power to do so.
English is a must for communicating worldwide, but the more
multi-language you get, the
broader an audience you will reach.
In Montreal, Stereo club features
its website in English, French,
German, Spanish and Japanese.
Russia is an emerging
destination for the electronic
music industry. Ibiza’s luxury and
party offer is really successful over
there. Every year, there are more
and more Russians on the island,
particularly rich guys eager to
spend filthy sums of money.
Ushuaïa Beach Hotel has identified
them as a priority market and
features a website in Russian as
well as in Spanish and English.
45
SEEN AT...
46
SEEN AT...
Ushuaïa
Stereo
29
www.woomedia.es
BEST PRACTICES
HOW TO PROMOTE YOUR BRAND
TEAM UP WITH A LEADING
BRAND TO DIVERSIFY
ADVERTISING EFFORTS
SHOW OFF WHAT THE BEST
DJs IN THE WORLD ARE
SAYING ABOUT YOUR CLUB
OFFER YOUR NIGHTCLUB
AS A MOVIE OR TV SHOW
LOCATION
A venue is as big as its
brand’s reputation. Glamour,
fun and style are valuable intangible assets from which to explore
sponsorships and partnerships.
Ushuaïa has partnered with
Mercedes-Benz to launch the
Smart ForTwo Ushuaïa. Together
they create dazzling digital and
analogue synergies. They stream
club events on the featured
website (www.smartushuaia.com)
and the whole campaign ensures
tons of buzz and publicity.
DJs are the undisputed stars
of the electronic scene, way
above the venues. Their opinion is
more influential than what
reporters or promoters may say.
You should display prestigious
testimonials on your website,
showing what artists think about
your club. Brazil’s Green Valley
shows the views of Armin van
Buuren, Carl Cox, Erick Morillo,
Fatboy Slim, Steve Angello...
In the mecca of cinema,
The Exchange club has
found a creative formula to
promote themselves. They offer
online their venue as a film location. So far, their premises have
been used in shows such as The
Mentalist and CSI: Miami, in Snoop
Dogg music videos and in films
like The Social Network.
47
48
49
SEEN AT...
The Exchange
SEEN AT...
Green Valley
SEEN AT...
Ushuaïa
TELL EVERYONE ABOUT
THE CRAZY FOLLOWERS
YOU HAVE
In Cyprus, Guaba Beach Bar
features a web gallery
displaying dozens of pictures of
fans who have tattooed the club
name and logo. That’s what we call
eternal love!
50
SEEN AT...
Guaba Beach Bar
30
www.woomedia.es
BEST PRACTICES
WE ARE ABOUT TO FINISH... HOW TO USE TECHNOLOGY
TO IMPROVE THE USER EXPERIENCE
VIRTUAL TOUR OF THE CLUB
ON YOUR WEBSITE
VIP TABLE SELECTION
USING AN INTERACTIVE MAP
ONLINE SIGN UP
FOR THE GUEST LIST
If you have some spectacular
facilities, you have to show
them, baby! And not only with
photographs. Virtual tour technology is the most similar thing to a
real experience that the Internet
can offer. Use it!
Theaters and sporting venues
have used this technology for
years. Now it’s coming to the
world of nightclubs. VIP clients
like to choose and are willing to
pay for a good location: close to
the dance floor, in front of the DJ
booth... An interactive plan makes
this operation quick and easy.
Foundation Seattle offers the
oportunity to sign up online
for the guest list, both individually
and in groups. The venue uses a
software called Venue Driver, a
complete access management
dashboard that enables to make the
most of the available space.
51
SEEN AT...
Privilege
Rex Club
Marquee
52
SEEN AT...
SEEN AT...
Foundation Seattle
XS
PAYMENT BY SECURE
FINGERPRINT
IDENTIFICATION
A VIDEOGAME THAT TURNS
YOU INTO THE HOTTEST
IBIZA DJ
In the field of high technology, Ushuaïa seems to be
determined to always stay ahead.
The venue offers PayTouch,
a fingerprint payment technology
developed in Spain. Access is
granted by a biometric reader
where the consumer places two
fingers. The entire identification
and payment process takes just 5
seconds, and is 100% secure.
You’re one of Ushuaïa’s resident DJs and you have a promising career before you. If you
give your all at the booth, the
crowd will go crazy and you’ll get
promoted until you get to the main
stage. This is the topic of the
videogame released in Summer
2013. It is available on Facebook,
Android and Apple. It offers real
prizes for the best contestants.
54
SEEN AT...
Ushuaïa
53
55
SEEN AT...
Ushuaïa
31
www.woomedia.es
BEST PRACTICES
WE'RE DONE! HOW TO COMMIT TO OUR SOCIETY
GIVE AWAY TICKETS IN
EXCHANGE OF CHARITABLE
DONATIONS
USE THE BRAND PRESTIGE
TO PROMOTE ART AND
CULTURE
It’s not just about making
56
money. We should also leave
a positive mark on your way
through the world. The Brazilian
club Sirena promotes a charitable
campaign on their website: you can
get two free tickets if you donate
one kilogram of food in favour of
those living in poverty. Music at
the service of a good cause!
Most people associate
electronic music with wild
party. However, in the heart of
Europe, it has common roots with
experimental arts and urban
cultural expressions. In Amsterdam, Trouw club has started the
De Verdieping foundation, whose
aim is to promote new forms of
artistic expression, photography,
film and experimental arts. In the
same city, Melkweg club is part of
a cultural institution that includes
spaces for theater, photography,
cinema, exhibitions and media art.
SEEN AT...
Sirena
57
SEEN AT...
Trouw
Melkweg
32
?
Is there anything missing?
How can we improve?
This study is a work in progress.
We have ellaborated this guide to
best practices with positive
experiences that we have collected
both in front of the the screen and
on the dance floor. We surely have
left many good ideas unmentioned.
Do you want to submit yours?
INFO@WOOMEDIA.ES
www.woomedia.es
C’EST FINI
HAVE YOU ENJOYED THIS STUDY?
HAVE YOU BEEN ENTERTAINED?
HAVE YOUR LEARNT ANYTHING USEFUL?
IS THERE ANYTHING YOU DON’T AGREE ON?
DO YOU WANT TO DISCUSS IT?
DO YOU WANT TO LEARN MORE?
CONTACT US!
US!
+34 658 703 711
INFO@WOOMEDIA.ES
@WOOMEDIA_ES
WORLD’S TOP 100 NIGHTCLUBS
& SOCIAL MEDIA
Ibiza, 20th September 2013
www.woomedia.es
Study conducted by
DIGITAL COMMUNICATION & PUBLIC RELATIONS
Ibai Cereijo
Founder & CEO of Woo Media
@ibai_c
Woo Media is a Bilbao and Ibiza-based company
founded in Spain in 2012. We are dedicated to helping
clients who need to spread a message and rely on
creativity and experience to obtain success. We feel
comfortable in all leisure and entertainment-related
sectors. Music, live events and sports are our natural
habitat. We like to observe consumer behaviour in
order to find the most efficent channels and to shape
the right messages to reach him/her. We use public
relations (media liason, event planning, lobbying) and
new digital media (websites, blogs, social networks).
We master technology, but our approach is not
technological. We are natural-born communicators.
We enjoy talking to people.
Contributors
Laura San Martín
Garazi Serrano
Layout & infographics
Woo Media
Cover image
Musical Freedom
Acknowledgements
Javier Celaya of dosdoce.com,
for his editorial guidance
This study has been published under a Creative Commons ’Attribution-NonCommercial-NoDerivative license’; the work may be copied and
distributed by any other means provided that its authorship (Dosdoce.com) is credited, it is not used for commercial purposes and is not
amended in any way. The full license may be viewed at: http://creativecommons.org/
33

ranking! - Woo Media

Transcription

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