"if all i have is a web site, am i doomed?"
TRANSCRIPT
‘If all I have is a Web site, am I doomed?’ Owen R. Youngman, Knight Professor of Digital Media Strategy Feb. 5, 2013
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“Social media was how we grew. If we believe people in society need music in their lives, there’s no other
course of action but to share it.”--Miki-Sophia Cloud, A Far Cry
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Website
FacebookTwitter
SoundCloud
The universe, known and unknown
YouTube
Why else think about social media?
• It’s where the people are. . .
• And, like journalists, musicians need an audience.
• As of November, 2012, monthly active Facebook users (1.1 billion+) exceed total number of Internet users just six years prior
• 584 million log on daily
• Average number of friends = 262 (429 for people aged 18-24)
Sources: Mary Meeker, Kleiner Perkins Caufield Byers; Facebook; Arbitron; Edison Research
But a lot of them are losers, right?
• The average user “has more close ties and is half as likely to be socially isolated as the average American”
• Facebook users “are more trusting than others and have more close relationships”
• Internet users get more support from their social ties, and Facebook users get the most support
• Staying in touch (or reconnecting) key to users under 50
Source: Pew Research Center’s Internet and American Life Project, August 2012
What musicians can do
• Attract an audience
• Build a ‘brand’
• Engage with musicians, concertgoers, other ‘real people’
• Raise money
• (Oh, and get traffic for that Web site of yours.)
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Social networking by age group
Source: Pew Research Center, August 2012 11
• Okay, so maybe no surprise here
• 69% of all adults now use social media
Social media and the arts
✤ 53% of all U.S. adults participate in the arts through electronic and digital media (for classical music, 17.8%, the highest percentage)
✤ For every type of arts performance besides theater, adults were more likely to view or listen through electronic media than in person
✤ More highly educated adults and those in metro areas are more likely than others to do so
✤ Still, arts participation through media does not appear to replace live arts attendance
12Source: National Endowment for the Arts, “Audience 2.0”
How these groups compare
13Sources: Pew and NEA
Selected characteristic
% using social network sites
% using digital media for participation in the arts
College-educated 67 53 (undergrad), 61 (postgrad)
Income $75,000+ 68 46 (75K), 48 (100K), 58 ($150K)Age 50-64 51 43 (specifically, 55-64)
Urban/suburban 66 39
Age 18-29 83 37
Men / women 60 / 69 36 / 39
(And what a story.)
✤ 2 million new subscriptions each day; far more mobile devices in U.S. than there are people
✤ 172 million smartphone subs in U.S., up 50% from 2011; still, just 48% of U.S. phone owners have them (and 17% worldwide)
✤ 870 million mobile broadband connections >4 billion by 2015
✤ Projected in 2020: 50 billion14
Sources: CTIA study, Ericsson earnings, Morgan Stanley, Pew
Internet study
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Of course, there may be an issue.
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“Each new technology creates more problems than it solves.”
--Kevin Kelly, What Technology Wants (2010)
“Problems are the answers to solutions.”
--Brian Arthur, The Nature of Technology and How It Evolves (2009)
Addressing problems and solutions
• What are some good social media habits to build?
• Whom should we be following?
• What’s the point, actually?
• What’s the next big thing?
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Some good habits
• Follow people who follow you
• Follow leaders, however you might define them
• Follow each other
• Share
• Experiment
• Respond
• Be real17
“I decided to follow every single person in the business we’d like to know -- presenters, radio stations, other artists. For every 10 we followed, 1 or 2 would follow back, and I was like, ‘Steve Reich is following us!’ “
--Miki-Sophia Cloud
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Being real
• Well, after a fashion.
Interesting musical tweeps
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@thomas_hampson
@debvoigt
@joycedidonato
@houghhough
@eighthblackbird
@emersonquartet
@sarahchang
@markoconnor35
@anneakikomeyers
@violincase (Hilary Hahn)
@reneesmusings
But what’s the goal, really?
To create community.
✤ Go where your audience is
✤ Create a personality
✤ Follow people back, but not like a bot
✤ Jump on trending topics
✤ Respond when called for
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22Source: David Armano, Edelman Digital
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Did we mention money?
• Ever thought of Kickstarter in terms of the arts instead of technology?
What’s next?
✤ Social video: The virtual concert hall
✤ YouTube users at 800 million per month (a billion soon); 20% of views from mobile devices; in 5 years, average user could be watching 2 hrs/day of HD video
✤ Like Facebook, a YouTube channel becoming a must
✤ Social proximity networks: Solving the vampire problem
✤ Apps that identify people based on their location and identifiable relationships to you: Sonar, StreetSmart, Highlight, Boxcee
✤ Wearable computing: the ultimate in convenience?24
Other best practices
• Consider each channel separately
• On Twitter you can reach more people with the first tweet
• Facebook getting more attractive for outreach with Graph Search
• YouTube, Sound Cloud are places to show what you can do
• Use hashtags to reach new audiences
• Are you getting retweeted/shared? Keep track
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Other best practices
• Consider each channel separately
• On Twitter you can reach more people with the first tweet
• Facebook getting more attractive for outreach with Graph Search
• YouTube, Sound Cloud are places to show what you can do
• Use hashtags to reach new audiences
• Are you getting retweeted/shared? Keep track
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Other best practices
• Consider each channel separately
• On Twitter you can reach more people with the first tweet
• Facebook getting more attractive for outreach with Graph Search
• YouTube, Sound Cloud are places to show what you can do
• Use hashtags to reach new audiences
• Are you getting retweeted/shared? Keep track
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Other best practices
• Consider each channel separately
• On Twitter you can reach more people with the first tweet
• Facebook getting more attractive for outreach with Graph Search
• YouTube, Sound Cloud are places to show what you can do
• Use hashtags to reach new audiences
• Are you getting retweeted/shared? Keep track
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Last word from A Far Cry
“Social media is the one outlet we have for our own unique voice. It’s the way we can speak directly to the general public, because most years we haven’t had a marketing budget.
“I came to a musical career late; it was a conscious choice that it was someting important. We need people to have access to it, and reach them wherever they are, having faith that they will listen with open ears.”
--Miki-Sophia Cloud
