About the project:
Napster is working on rebranding their music streaming service. They are implementing web3 assets within the music/ audio space and need to start building out content to voice the rebranding of their legacy product in order to take a piece of the market share and innovate and progress it with blockchain technology.
My role:
Increasing the awareness and engagement of Napster on the social media forefront. Creating an everlasting fanbase through content creation and creative ideation.
Duration:
The initial 90 days
Tools:
SM Ads managers, Adobe CC Suite, Capcut, Google Analytics, Google Data Studio, Instagram, Tiktok, Pinterest, Twitter, YouTube, Substack, Discord.
Overview
Napster has been around since 1999 and set the music industry on fire with its decentralized P2P network. A network that shares similarities to how bitcoin and other blockchains are run. Now looking to rebrand with the blockchain community in mind through the digital music space.
Since 2000 when I was first introduced to these P2P networks as a young kid. I was fascinated with how this all works and Napster was at the forefront of it all. Since then the branding and company has taken on more formal ventures, but I would rarely hear of the brand in the last two decades. The brand had a different meaning and stigma to it when I was growing up as a young millennial. The past while relevant does not dismiss its future growth and potential, if anything it shows growth, persistence and technological strives forward.
My name Is Kyle Nye. I am a digital marketing professional who specializes in social media. I have been doing digital marketing since 2014 and love the direction that Napster is going in. Spearheading the voice on social media through content and distribution for Napsters branding and content creation would be an absolute dream . I believe that music + web3 = more community engagement than anyone can anticipate. Napster can very well be the very first mainstream entity to cross the bridge for audio and web3 to a mainstream audience, artists and beyond.
This is how I would we will be handling the first 30-60-90 for Napsters social media outlook.
Month 1 – Assessment & Strategy Development:
Audit Current Social Media Presence: I can already see that most of the social media platforms have been fairly dormant, with some upkeep posting. I would evaluate the current state of your social media accounts, engagement levels, and content effectiveness. Identify strengths/ redeeming qualities, weaknesses, and areas for improvement.
Define Key Performance Indicators (KPIs): Establish measurable goals such as follower growth rate, engagement rate, conversion rate, etc., to track progress and measure success.
Identify Target Audience: Meeting with key stakeholders to discuss where they want to go with the branding. From a marketers standpoint and based on Jon’s video, I can assume it’s an audio first platform with Web3 incentives. I would want to figure out how to market the Web3 aspect without scaring off non Web3 adopted users with all bad PR from the blockchain space. At the same time being able to go in depth with the blockchain technology which I can see thriving on Twitter and Discord.
Competitor Analysis: Identify what strategies competitors are using and where opportunities lie for differentiation. Again the differentiation here is the Web3 user experience that will connect artists with their fans and vice versa.
Content Strategy Development: Based on the data gathered, develop a content strategy that aligns with your audience’s interests and brand goals. This could include a mix of educational posts, behind-the-scenes content, user-generated content, etc.
Overview
Napster has been around since 1999 and set the music industry on fire with its decentralized P2P network. A network that shares similarities to how bitcoin and other blockchains are run. Now looking to rebrand with the blockchain community in mind through the digital music space.
Since 2000 when I was first introduced to these P2P networks as a young kid. I was fascinated with how this all works and Napster was at the forefront of it all. Since then the branding and company has taken on more formal ventures, but I would rarely hear of the brand in the last two decades. The brand had a different meaning and stigma to it when I was growing up as a young millennial. The past while relevant does not dismiss its future growth and potential, if anything it shows growth, persistence and technological strives forward.
My name Is Kyle Nye. I am a digital marketing professional who specializes in social media. I have been doing digital marketing since 2014 and love the direction that Napster is going in. Spearheading the voice on social media through content and distribution for Napsters branding and content creation would be an absolute dream . I believe that music + web3 = more community engagement than anyone can anticipate. Napster can very well be the very first mainstream entity to cross the bridge for audio and web3 to a mainstream audience, artists and beyond.
This is how I would we will be handling the first 30-60-90 for Napsters social media outlook.
Month 1 – Assessment & Strategy Development:
Audit Current Social Media Presence: I can already see that most of the social media platforms have been fairly dormant, with some upkeep posting. I would evaluate the current state of your social media accounts, engagement levels, and content effectiveness. Identify strengths/ redeeming qualities, weaknesses, and areas for improvement.
Define Key Performance Indicators (KPIs): Establish measurable goals such as follower growth rate, engagement rate, conversion rate, etc., to track progress and measure success.
Identify Target Audience: Meeting with key stakeholders to discuss where they want to go with the branding. From a marketers standpoint and based on Jon’s video, I can assume it’s an audio first platform with Web3 incentives. I would want to figure out how to market the Web3 aspect without scaring off non Web3 adopted users with all bad PR from the blockchain space. At the same time being able to go in depth with the blockchain technology which I can see thriving on Twitter and Discord.
Competitor Analysis: Identify what strategies competitors are using and where opportunities lie for differentiation. Again the differentiation here is the Web3 user experience that will connect artists with their fans and vice versa.
Content Strategy Development: Based on the data gathered, develop a content strategy that aligns with your audience’s interests and brand goals. This could include a mix of educational posts, behind-the-scenes content, user-generated content, etc.
Month 2 – Implementation & Growth:
Implement Content Strategy: Begin posting regularly according to the established content strategy. I personally cover every free platform possible willing time and resources with a main focus on the platform that starts to grow rapidly in the beginning.
Regular Engagement: Actively engage with followers by responding to comments, asking questions, and participating in relevant conversations. This encourages a two-way conversation and fosters a community. Twitter spaces and Discord will be huge for community engagement especially for avid Web3 users.
Paid Advertising: Launch targeted ad campaigns on platforms where your audience is most active to increase brand visibility and follower count. You may have a separate marketing team that takes care of this aspect, but I would love to have my hand in the content creation and ideation for the ad copy.
Influencer Partnerships: Identify and collaborate with influencers in the Music industry for content collaboration or product promotions. Outreach is one of my favorite things to do. I can see Napster taking upcoming artists with engaged followers converting them to Napster users with the Fans+ experience on Napster. As well as interesting Web3 forward thinking artists who are already prominent in the music space.
Month 3 – Evaluation & Optimization:
Performance Review: Analyze the success of the social media strategy based on the KPIs defined in Month 1. 90 days should give us enough data points to see what is working, and where we can improve.
Optimization: Adjust the strategy based on the results. This could involve trying different content formats, posting times, etc.
User-Generated Content: Encourage followers or artists to share their own content related to Napster and feature them on Napster social media to foster community and authenticity.
Webinars/Live Sessions: Host live Discord conferences and Twitter spaces to update users or have on guest speakers.
Continued Growth Initiatives: Continue implementing successful strategies from Month 2 while experimenting with new tactics.
Plan Ahead: Start planning for the next 90 days based on what was learned in the initial 90-day period.
End of First Cycle
At the end of 90 days, we will have a clear strategy, consistent implementation, and continuous optimization. You should see improved audience engagement and a growth in Napsters social media presence while creating a stronger brand awareness and sense of community. Fulfilling the end goal of creating more users on the Napster app and a dedicated fanbase.