Thanks to Marketing Lessons from the Grateful Dead we know that the band’s approach over the years offers useful insights for marketers. But how is the organization itself doing with social media today? Based on a current promotion on the Grateful Dead Facebook page I’d say they’re doing great.
In support of the release of the complete recordings from the Europe ’72 tour (and the 40th anniversary of that tour) the Grateful Dead Facebook page utilizes a separate tab to create a multi-page interactive experience for fans.
Users can follow the tour route on an animated map, view set lists and photos and read accounts from people who were at each show. Best of all, a live track from each date is streamed right from the tab. It’s not every day you hear a rip-roaring Truckin’ suddenly jump out of a Facebook page.
They have also done a good job of building in elements to encourage repeat visits. The tour took place in April-May 1972 so the content for each show is featured on the Facebook page during the corresponding week this year. This gets users coming back week after week:
The tab also includes a sweepstakes which allows them to collect fan email addresses and of course a link for buying the complete recordings.
In terms of the technical setup I like how the use of sub-navigation buttons makes it possible to offer a multi-page experience within the same tab (see below). And effective use of colorful, interactive pages with multimedia content brings it all to life.
One thing that needs improvement is the message that is provided when a user clicks the “Share” link on the intro page:
An image and a more compelling message will significantly improve the click-through rate.
Since the content won’t be on the Grateful Dead Facebook page indefinitely I’ve grabbed some screenshots: