Launching Your Single on Twitter

Last week I got an email from an old friend of mine whom I worked with when she was a brand manager for the healthy energy drink, Celsuis. She recently found herself on a different path forming a band and making music. She is just about to launch their first single and sent me a quick email for some marketing 101 online using social media. My response is a quick, off the top of my head, no structure, help-a-friend-out email, although the essence is there. So, I decided why not publish it. After all, it might be helpful to another friend working on launching a product that may not have online experience.

Mercedes: Jenna!!  Question.. our single (Leaves) is about to release.  Do you have **any** tips on the Twitter thing?  I already know to release it on a Monday, because there’s a #musicmonday hashtag, but if there’s anything else, please advise.  Last time we talked about Twitter, you told me we need to have music (haha duh!).  Anyway… our Twitter, MySpace, Soundcloud, Reverbnation, FB, Musicpage, etc. is all about to launch.


Hey Girl,

Twitter is just a broadcast and engagement tool. There is no secret sauce. The secret sauce is rather in the landing page. If people are to click your tweets, where will they land? What can they do when they get there? Moving back a few steps: Where do people listen to your music? Do you have a website? Facebook, Twitter, MySpace are just ways to share you content, make sure you have a place to host your product and engage the audience that you are trying to drive through Twitter first. You want people that come from Twitter to actually click your page and listen to your song, not bounce.

Next step, if you know you are launching (for this personal project), email all your friends and give them an exact tweet to send out. I say exact, as you want to give as little friction as possible to helping you out.

Okay, now once they have listened, how do you keep them around? Can they “like” your page or subscribe to your email. Create a call-to-action. What is someone who likes your song going to do next? How do you keep them as a fan to engage later when more songs launch?

On a whole, there is really no one thing you can do, so it is tough to just give a “Twitter plan”. It is all an online marketing mix really.

1. Great website with calls-to-action
2. Broadcast to audience
3. Broadcast as many places as possible in communities (try to go viral in communities, get friends who know each other to share)
4. Build brand equity though community (guerrilla marketing) and press

Rinse and repeat.

Also, before all of this… outline your goals. What do you want from this? Do you expect to make money? Knowing your goals is always step one.

Hope this helps!


From experience, I cannot repeat this enough: Landing page, landing page, landing page. A bad landing page with trump any brilliant campaign from being successful.

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Bitcoins Explained: Get in the Bitcoin loop

BitCoins exploded…well, not really. They just happened to go mainstream. The virtual currency was actually introduced in 2009 by pseudonymous developer, Satoshi Nakamoto (we are yet to confirm “his” existence or involvement), who wanted to solve the problem of cross-boarder trade. Did he have in intention to decentralize currency? Was Nakamoto trying to make a statement about the true free market system that capitalism was supposed to be defined by with market regulatory systems? All questions that make the currency so elusive.

For those who get it, the idea of a cross-border free market currency (with a limited supply) seems game changing for virtual and global exchanges. For those who don’t, it is a community of hackers doing mysterious things on the internet and trading using mysterious virtual entities. One is new and innovative and the other is not so new (Second Life, Hot or Not) and perhaps scary. Which will it be for you?

To help you make up your mind, I gathered some more information from around the internet over this past week’s Bitcoin “curiosity” explosion.


Bitcoin Explained from Duncan Elms on Vimeo.



Bitcoin Market Analysis & References:





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I’m a non-traditional ‘marketer’ focused on growth strategy in technology at Fanhattan. My interests and experiences expand across marketing, technology and finance. I also have an adrenaline addiction….


I was the director of marketing at BNOTIONS, a Toronto based technology development company, as well as advisor for incubated startups in the firm, including @MarketIQ.


I am @JennaHannon on every social network you can think of…and likely many more you can’t think of.

Check out my past work experiences on Linkedin

If you prefer email: jennahannon@gmail.com


Digital Marketing

Marketing Technology

Web Analytics & BI

Campaign Testing & Measurement​

Search Engine Marketing

Search Engine Optimization

Affiliate Marketing

Inbound/Content Marketing

Remarketing & Email Marketing

Behavioral Targeting

Social Media

oh, and… Action Sports


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Segmenting Ikea

The other day I was leading a meetup centered around lean approaches to marketing (mainly centered around technology).* We were discussing finding customers in the beginning stages of a new product. In marketing, we do this through segmentation, meaning finding a group with similar characteristics that can be placed in a smaller group based on these similarities (then creating positioning and messaging based on them). How these similarities are measured and what they are creates your segment. When starting with a large group of people, in order to understand them, you must segment them. Or at least, that is what my data analyst friend believes and lives his everyday life by. When the meetup group got on the subject of segmenting and understanding it from a real world perspective, I couldn’t help but tell his story.

Let’s call my data analyst friend Rob. Rob is a 31 year old data analyst who focuses on consumer behavior. He literally spends his days segmenting customers based on large amounts of data. So, when he is doing other activities, he naturally tends to do the same. I luckily get to hear how his mind works on a day-to-day basis by catching up for coffee every Sunday. This is how his real world data segmentation played out last Sunday (and turned into the best example of market segmentation for my meetup group, increasing my popularity):

“Since I moved into a new apartment, I had to go to Ikea yesterday. As I was walking through the isles, I started to observe the types of people that were in Ikea with me. Naturally there were many different types of people. Although, in order for me to get a better understanding of who was in my company this fine Saturday, I decided to segment them.

There are 4 types of people in Ikea:

1. Young couples- holding hands, happily shopping, engaging with each other
2. Older couples- Reading from a list, one partner is often off gathering as the other mans the cart
3. Self-conscious singles- single people feeling awkward about being at Ikea alone and longingly staring at the couple
4. Confident singles- Single people who feel comfortable shopping at Ikea alone, looking to get what they need and bounce”

From his hilarious observations, I couldn’t help but think of it with my marketing cap on. With each segment comes a differing marketing message that could get more specific. Now, Ikea is a very large company that has differentiated in many ways (pricing, design, etc), so it is hard to think back to when they had to decide on one segment to capture (before taking over the market). For those of you who have read the Ikea book, you will likely know what they chose to segment, but since I haven’t lets take each of the segments above and look at how to segment.

1. Young couples

-often young professionals
-value their friends
-go to bars and clubs
-play team sports
-starting out, mid-level median income
-interests include sports and music
-likely digitally savvy

How do you get to this segment?

Campaign could be: Mobile app for design inspirations from your life with friends.

Messaging could be: “Set up a beautiful foundation together.”

Now, let’s look at our singles:

1. Self-conscious singles

Messaging: We all get our furniture somewhere, make yours Ikea.

2. Confident singles

Messaging: Be you in your home. Help us be you.

Now, all of these are made up off the top of my head, with really not much thought to Ikea’s positioning, but they exemplify the importance of segmentation. When you first develop a product and someone asks you, who is your target market, do not say everyone. Because, if there is anything Rob can show us, it is that you can not understand your customer (or potential customer) without segmenting— even if you happen to do it at Ikea.

*The term lean comes from manufacturing and was recently repurposed for software development. The principle of lean is about eliminating space, moving quickly, and iterating by learning as quickly as possible.

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