HELLO NEW YORK #PATREON
AGENDA Framing Membership
Membership Tier Strategy
Initial Marketing Strategies
#PATREON
Patreon On Tour © Patreon 2018
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