More Social Strategy examples
REVIVAL DRUM SHOP/STOIC DRUMMER
I’ve collaborated with José Medeles and his crew at Revival Drum Shop for the last five years. Revival is the world’s premier vintage drum shop, serving as aesthetic canon for several subsequent shops across the states. I’ve worked the retail floor there, prepared marketing strategies for the shop, and managed social channels for them too. After the release of José’s book, The Stoic Drummer, he needed to find a way to market the product. His concern with promoting the book on the shop’s social media channels was that the book content may clutter the drum shop’s feed and confuse messaging for both entities. I found a way around that.
Above is the solution to José’s problem. I created a separate Instagram account for the Stoic Drummer book content. Then, I made a graphic template that allowed me to pull quotes from the book, and I simply batched these for release twice a week via Buffer. After posting on the Stoic Drummer Instagram, I wanted to harness the large followers of the drum shop’s Instagram. To accomplish this, I did a few things:
Tag Revival Drum Shop in the photo, which allowed the post to be seen in the tagged photo section of the shop’s Instagram page.
Repost each Stoic Drummer post in the Revival Drum Shop Instagram story, getting more eyes on the book’s content and pushing Revival’s followers to the Stoic Drummer page.
Empower José to repost Stoic Drummer content in the Revival Drum Shop post feed from time to time, which harnessed the shop’s following, but kept the feed uncluttered to his liking.
This creative solution met all of the client’s needs, and it empowered him to fill in the gaps where he felt it was necessary. It was a win win, as sales for the book soared; and the book’s second installment, A Drummer’s Ethos, will be released in the near future and even includes a couple pages I wrote myself!
My work with Revival Drum Shop extends beyond social strategy too. José and I collaborated on the development of a conversation-based event program that went on to be a successful locals-focused series called Drummers Den. The first installment included Dave Elitch (drummer for Miley Cyrus and Justin Timberlake), Tim Ennis (owner of Cymbal & Gong Co.), and John McEntire (engineer/producer for Bright Eyes, Blur, and Spoon). The event helped further cement Revival Drum Shop as a cultural centerpiece for the percussion world and José Medeles as the figurehead for this retail powerhouse.
INDEX DRUMS
Index Drums is a boutique manufacturer of percussive oddities like beer can shakers and wooden drumheads. I’ve been working with Paul over there for many years, whether advising on new product development or marketing efforts. My most recent work involved planning and fleshing out social media strategy for Index Drums’ 10th anniversary and the company’s subsequent product releases.
For the company’s 10th anniversary, Paul wanted to pair several new product releases with a look back at the history of the company. To accomplish this, I proposed that Paul make one post to commemorate each year of Index Drums. Each post would talk about what happened during that year of work, review the products released, and discuss life outside the company too. Here’s Paul’s post about year five.
We paired this Instagram-based look back with several product releases. The posts looking back on Index Drums’ history helped strengthen each consumer’s connection with the brand, and this ultimately bolstered sales during Paul’s new product launches.
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