REM: Extending the Tour Stop
REM is doing a really good job with their web site - leveraging their concerts, social media and their fanbase to develop and extend the relationship they have with their fans before, during, and after their concerts. Check out the pages on their website from the show last night in Raleigh (there are pages for each of the stops on their Accelerator Tour).
REM didn’t try to stop everyone from taking pictures or videos at the concert, in fact they encouraged it and simply provided instructions for how to tag the pictures (flickr), videos (youtube) and posts (twitter) that were generated before, during, and after the concert.
I’m sure REM invested quite a bit of energy and money in their website, and it shows. But to me where they invested was really smart and the results of their efforts and the activity generated from an engaged REM fanbase is visible and very concrete.
Instead of investing in and trying to manage their own photo, video and messaging platforms, REM created more value by investing in aggregating the REM communities that already exist from across the social media services their fans were already using - flickr, youtube, twitter, etc.
I’d love to see the statistics but I’m sure REM’s approach to combining social media with events creates more meaningful long term value for them well after the tour buses and promoters leave town - (1) driving more traffic to their website before, during, and after events, (2) converting more website visitors to registered members and fan club members, and (3) generating higher revenues from their online store (music, clothing, dvd’s, etc.).
If you’re more interested in a review of last nights concert there’s a good one here at DovBlog.
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