Written by Jussi Tolvi.
The November Building Online Communities MeetUp guest speaker was Shelley Taylor, who has been doing exciting things in tech for 20 years. In her own words an earlier venture of hers, a digital entertainment platform, was “both a huge success but also a failure” (the success part was 300,000 users). Very Silicon Valley!
A few years ago Shelley started thinking about old-fashioned fan clubs, which have of course been around for ages. Originally using magazines and letters in the post to communicate, it would be easy to think that Facebook and Twitter had completely destroyed the idea of fan clubs. But as is becoming more and more obvious, social media has fallen prey to its own success: artists, record labels, athletes, brands, can’t actually reach their audience on social media any more. This is largely due to the changing business models of the platforms – they rely on advertising for their revenue, so anyone wanting to reach people on them will now have to pay for the privilege (you can read articles with titles such as “What I learned spending $2 Million on Facebook Ads”). In plain terms, the Facebook algorithm will not show your update on your followers’ feed for free. And there are other pitfalls too. There are in the region of 60 Rihanna apps available. Sadly, they all fall under the umbrella of “unauthorized” – the artist has nothing to do with them.
So it might not be an exaggeration to conclude that social media marketing is mostly a waste of time and money. What is needed instead is direct contact and communication with your audience. Face to face, phone, email, can still reach people. Apps may also work better (if you get people to download them first!), as push notifications do get noticed. More old-fashioned, and more hard work, but probably also deeper and better quality communication as well?
This is where Shelley’s Digital Fan Clubs idea comes in. An artist can set up their own branded app, provide content through it, and actually reach their fans who can download the app for free. And it’s not just pop stars that can use the template. Anyone who needs to communicate with specific groups of people can use the same idea. And other organisations have seen the potential benefits, especially those with local information to share (such as a student housing provider).
An interesting and timely application of the idea is Shelley’s prototype refugee support app. Any organisation providing help and support for refugees can app information about their services to the app database, and refugees can then easily find local sources of support, whether legal support or information, food, shelter, or medical help (see image). By the way, it sounded like the biggest issue with this app was collating the data from all the aid agencies into a usable format. That does not surprise me at all…