hello new york #patreon - webcomics.com€¦ · effective marketing strategies: 1. bring your...

HELLO NEW YORK #PATREON

AGENDA Framing Membership

Membership Tier Strategy

Initial Marketing Strategies

#PATREON

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GOALS You have 1 action to improve your membership

You have more insight in to some of the best practices for membership

You get to know the Patreon team!

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Brief update on Patreon!

70,000 active creators

$150 million in 2017

130 Patronauts working on this

problem

40+ categories of creators on

our platform

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Membership Overview

MEMBERSHIP OVERVIEW

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Patreon is a membership platform that makes it easy for creators and artists to get paid

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Membership Overview

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Membership allows creators to turn a community of their most passionate fans into paying subscribers in exchange for

additional access, exclusivity, and engaging experiences.

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Membership Overview

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Dissecting the membership conversion funnel

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Membership Overview

Total Addressable Audience

Fans

Followers

Members

Membership changes the way in which you engage with your fans

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Membership Overview

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Patrons become members because they are

support-motivated AND benefit-motivated

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Membership Overview

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What value do you, the creator, receive from driving a membership initiative?

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Membership Overview

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SUSTAINABLE INCOME

FINANCIAL / CREATIVE

INDEPENDENCE

GROW THE TEAM

DEEPEN RELATIONSHIPS

WITH FANS

MORE / BETTER CONTENT

MEMBERSHIPTIER STRATEGIES

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Membership requires investment!

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Membership Tier Strategies

ACCESS & INSIGHT

ENGAGEMENTDIGITAL OFFERS

PHYSICAL OFFERS

FAN RECOGNITION

Top benefits that drive success

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Membership Tier Strategies

Most creators offer exclusive content, early access, or physical goods

Benefits best practices:

1. Offer exclusivity!

2. Create community through naming patron groups

3. Appeal to the masses

4. Provide short and long-term incentives

5. Provide fan recognition at every tier

6. Provide recurring value through your benefits

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Marketing Strategies

Elephant in the room…How do I price benefits?

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Membership Tier Strategies

Pricing Framework:

Price = Impact + Effort

Impact is a function of your audience and Patreon’s observed best practices

Effort is a function of your creative process, time, energy and investment

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Marketing Strategies

Patreon product initiatives to improve impact and reduce

effort of membership benefits

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Membership Tier Strategies

LensExclusive

Exclusive Mobile Videofor Patrons

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Membership Tier Strategies

Wordpress Integrations

Open exclusive experiences on your native website for patrons

Out Now

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Membership Tier Strategies

Merchandising

Offer exclusive merchandise, discount codes, etc. to Patrons

Out in 2018

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Membership Tier Strategies

Financial Return = (Patron Count * Membership Tier Value) -

Cost to Fulfill

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Benefits Fulfillment & Financial Returns

Patreon product investments to reduce the cost of fulfillment

(aka effort)

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Benefits Fulfillment & Financial Returns

Benefits Fulfillment

In progress

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Benefits Fulfillment & Financial Returns

Patreon Platform Integrations

Out now!patreon.com/apps

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Benefits Fulfillment & Financial Returns

MARKETINGSTRATEGIES

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Your fans are used to engaging with you in a “free” manner…

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Marketing Strategies

Your fans are used to engaging with you in a “free” manner…

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Marketing Strategies

In reality, paid for by ad revenue and their eyeballs

Shifting that consumer behavior requires direct education from

the creator to their fans

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Marketing Strategies

Two important data points

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Marketing Strategies

YOU recruit patrons

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Marketing Strategies

How did you hear about the creator you pledged to?

Post-pledge Patron survey, 2017

Effective marketing strategies:

1. Bring your audience “along for the ride”

2. What value does membership bring to the fans

3. Emotional connection to you as the creator

4. Directly speaking to your audience

5. Teasing the benefits behind the membership “paywall”

6. Creating compelling events and a call to action

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Marketing Strategies

Social media is a major driver in creator page traffic but not the only driver

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Membership Tier Strategies

Traffic from social referrers

Other traffic

~40%

Effective marketing avenues:

1. Website

2. Fan Forums / Communities

3. Email List / Newsletter

4. Social Media

5. Press Outreach

6. Events (e.g. shows, conventions)

7. Paid advertising

8. Collaborations / Shout Outs

9. Phone Calls

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Marketing Strategies

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Marketing Strategies

How often is appropriate to discuss the membership

program?

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Marketing Strategies

CASE STUDYScience MomIdentifies her objectives

Highlights the benefits of membership

Makes the ask consistently

Highlighting the community

Evaluated her rewards

Shifting the mindset to a membership

Broadcasts through multiple vectors

Patron Count = Total Audience * Conversion Rate

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Marketing Strategies

Ways in which to expand your membership success:

1. Increase conversion rate of existing audiences

2. Expand “top-of-the-funnel” audience size

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Marketing Strategies

Marketing PlanningPlanning

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Marketing Strategies

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Benefits Fulfillment & Financial Returns

Building a baselinePlanning

THANK YOU!#PATREON