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While the majority of companies and organizations still seem hesitant on whether to engage in social media, insights from music artists may provide corporate decision-makers with clarity of how interaction, involvement and engagement with fans / audience / community / customers is done in practice, and with a seemingly great success. With her presence in, and application of various social media platforms Tina Dickow, the Danish singer-songwriter, provides an example worthy of being further explored!
Yesterday, the ticket sales for Tina Dickow’s upcoming “Welcome Back Colour” tour, has been launched. Prior to this launch lies a great amount of work on “gardening“ the fan community, presumably with the intention to ensure a sold out tour. Only a week ago, Tina Dickow made a status update on her Facebook page, announcing the upcoming tour, and by doing so, providing a direct message to, at that time, 30,762 community fans, hereby exploiting one of many great communicative advantages of social media networks.
For a while now, we at Mindjumpers have, with great interest, been following Tina Dickow and how she, as an artist, use social media to connect with her fans. In line with our overall working process of Tribesourcing, we believe that she is at the forefront of how social media should be used as a mean for communicating to a tribe, in this case the Tina Dickow fan community on Facebook.
A Case of User-Interaction
As an example I would like to highlight the fan contest, which was launched about a month ago. On Facebook fans were to upload a video of their individual interpretation of a Tina Dickow song, and the whole fan community was to decide which video should win, based on thee number of votes. A total of 38 videos were uploaded before the winners were announced the 2nd of April 2010. All contestants have successively been invited to closed concert with Tina Dickow, and the 5 winners have been asked to join the artist on stage for this specific event.
From a social media perspective the above example resembles value co-creation, a process in which, in this case, the artist and fans make interactions that provide mutual value creation, since the experience and obtained value for both parties has been augmented based on the contributions to the fan community from the artist and fans, respectively. We believe that such value co-creation processes should permeate how companies and organizations engage in social media.
Another reason why all of this is interesting can be found within the authenticity and straightforwardness in the way Tina Dickow communicates to her fan community. It seems that the intimacy, which typically characterizes her music, is present even in her ad hoc communication to fans. This is especially distinct in the Tina Dickow blog in which Tina Dickow deploys an open and honest tone when elaborating on her experiences and opinion on different matters. The blog and other guest blogs are available through the website www.tinadickow.dk, which also serves as a platform for additional social media- and other features, in example:
• News updates, generally more elaborated than on Facebook
• Online purchase of Tina Dickow’s music through iTunes and iMusic
• A great selection of video content, available and shareable though YouTube
• The Tina Dickow Forum, where fans debate various topics related to music
• Sign up for newsletter
• Connect to her Danish Facebook fan page
It appears that Tina Dickow, despite a presumably busy schedule, makes an effort in spending time to engage with the fan community and provide them with the sort of information that are relevant to them as a tribe.
Pledgemusic
Approximately 6 months ago Tina Dickow decided to extend her social media presence to include a profile on pledgemusic.com, a platform where artist and fans collaborate in a unique way to create mutual value through interactions revolving a list of exclusive artist related content and experiences. As such, fans following Tina Dickow on pledgemusic.com could order her latest studio album in various exclusive album packages comprising a range of fan-incentives, prior to non-followers, thus providing the followers with an additionally gained value from the purchased item. In a video post launched on her Facebook pages, Tina Dickow presented the initiative of her presence on pledgemusic.com as a mean for increasing fan-artist involvement, with a focus on making limited content available to committed fans. As such, the engagement through pledgemusic.com provides additional ground for increased value co-creation between artist and fan community.
As social media enthusiasts we urge everyone to spend a few minutes to look further into how Tina Dickow uses social media as a mean for communicating with her fans. Great value can be extracted just from following the dialogues and frequent status updates posted on Facebook. As such, social media should not be thought of as new science, but merely as technologies that facilitate human interaction, and we believe Tina Dickow does exactly that!
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