thomas social media myspace presentation ai mnew
DESCRIPTION
This is my Social Media Lecture, that I have presented at Central Tafe Perth, Box Hill Tafe Melbourne, SAE Byron Bay, Souther Cross University Lismore, Australian Institute Of Music Sydney, AIM/Sydney Opera House. The presentation is the intellectual property of MySpace Australia & Thomas HeymannTRANSCRIPT
- 1. Social Media Presentation
2. Music Promotion and Marketing with Social Media Networking
- Thomas Heymann
- -ex-Vice President Strategic Marketing Warner Music Australia
- -ex-PM Sony Music Germany & Australia
- -www. themusicconnection .com.au
- - Management (Ophelia Of The Spirits, etc)
- - Label (Emigrate, Veto, Beatsteaks, Polarkreis 18, Robert Wells)
- - Consultancy (Rammstein, COG, Dukes Of Windsor)
- Social media consultancy (AIM, MySpace)
- As of September 14 Director Of The Undergraduate Arts Management Program at AIM
- www.myspace.com/themusicconnectionoz
- http://twitter. com/themusicconnect
3. The Old Content-Conversation Relationship
- Content is:
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- - created by corporations professionals
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- - consumed by consumer
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- and never the two shall meet
- Consumer will pay for content
- Content is an end unto itself
Source: Joseph Jaffe, Join The Conversation 4. Social Networking
- 1 /4 of the world population are on the internet
- 5 Million Broadband households in Australia and growing
- WEB 2.0 revolution 2006/2007 = SOCIAL NETWORKING
- Building online communities who share interestsand activities
- Exploring interests and activities of others
- Powerful new ways to communicate and share
5. Social Networking
- Key points from the ComScore report:
- 3 out of 4 Australiansvisited a social networking site in June 2009
- Over 70% of Australian internet users visited a social networking site in June,
- a29% risefrom the same time last year
- Nearly9 million Australians visited a social networking site in June ,
- making it one of the most popular content categories on the Web
- Facebookled as the most-visited social networking destination,
- with more than6 million visitorsandgrowth of 95%from the previous year
- MySpaceranked second with3.5 million visitors, up 5% ,
- followed byWindows Live Profilewith nearly2 million visitors
- Twitterwitnessed themost substantial growth ,surging to800,000 visitorsin June,
- up from just 13,000 visitorsa year ago
- Also check:http://www.youtube.com/watch?v=sIFYPQjYhv8
6. Social Networking
- Complimentary with marketing and promotional activities
- Most relevant in Australia:
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- - MySpace
7. Social Media, User Generated Content,the Prosumer
- The prosumer has replaced the consumer in music:
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- -Building Connections
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- -Beating The System
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- -Making A Difference
- Todays consumer is generating, creating, sharing, mashing, tagging,
- commenting, giving kudos, open sourcing
- How will you cut through?
- Source: Jaffe, Joseph (Join Conversation)
8. Web 2.0 Online Collaboration 9. 10.
- Globally MySpace reaches 22.4% of global internet users( www. nielsenmedia .com)
- Number 1 social music site in the world
- Customisation - create your own design
- Popularity measured by view, friends and plays
- Relevant content: music streams (up to 10 songs), videos, photos
- Relevant for music (A&R, promotion, marketing)
- 300,000 Australian artists on MySpace
- Breaking news: Myspace just purchased music recommendation service iLike)
11. The Future 12. Create & Maximise the Potential of Your Profile
- Provides another way for marketers to connect with consumersin a creative and engaging way
- Create an ongoing 2 way dialogue with your audience/customers
- Encourage your customers to interact with your Brand around the content, opportunities and experiences you create with your profile
13. Whats the Point?
- Build brand advocates
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- - Their communication creates participation within community
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- - They spread your messages virally through their networks (WOM)
- This provides an extra marketing and promo platform to engage with your audienceextending your reach into:
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- - New market segments
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- - New audiences and
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- - New channels
- Building your MySpace community enables you to:
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- - Start to cross-pollinate between your marketing platforms
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- - Driving traffic between your profile and othercommunication channels
- ACTION:Add MySpace URL to all your marketing collateral!
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- Make MySpace your Voice by following the
- ten commandments of GOOD CONVERSATION
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- Natural
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- Honest
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- Balanced
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- Open
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- Organic
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- Timeless
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- Valuable
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- Heated
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- Viral
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- Productive
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- Source: Economist 2006, Jaffe, Joseph: Join The Conversation
Social Media Is Conversation 15.
- Be human
- Humans have moods, opinions, and interests so highlight them!
- Dont be a black hole - Users are infinitely more likely to send messages, comments and interact if they believe they are getting through to someone
- People will interact with real people
- Giving the profile a personality will allow your community to feel a sense of ownership, personalisation and loyalty to your brand
Keep in Mind 16.
- Utilise WOM (word of mouth) marketing tactics
- Idea making sure that what you have to say/promote is inspiring so that people want to spread the word to influential people
- Be organic allow things to unfold & grow virally
- Be transparent increases trust and retention
- Observe the conversation you create resist
- the temptation to respond/moderate too soon
- Dont Spam!
Keep in Mind 17. Design Tips
- Embody your brands persona- in your profile design, any downloads, tools, and viral elements
- Ensure consistency- MySpace profile and other marketing mediums
- The skys the limit- Customise your profile with the high degree of MySpace flexibility!
18. Design Tips
- MySpace Music Band Profile Template has just launched
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- -Easy way to customise and personalise profile
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- Great for people with limited HTML knowledge
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- For more info :myspace.com/musicsupport
19. Appeal to Your Audience
- Friends
- Your Top Friends nearest and dearest,share the same vision/goals or online friends who have been supportive
- Rotate your Top Friends periodically
- If your best friends favoured organisations are not on board encourage them to register a profile so you can network
- Keep your profile as up-to-date as possible
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- Content
- Strike a balance- between niche content and that which will appeal to a wider audience
- Use your profile as your voiceand reflect the positioning of your content and offerings
- Offer secure exclusive Breaking Newsor info for your MySpace friendsand they will support you in return
- Encourage feedback communication is key!
Appeal to Your Audience 21. And the Winner is
- Competitions
- Feature a high value over arching prize and a large quantity of runner up prizes
- Keep the entries visible
- Keep the entry mechanism as simple as possible
- Encourage entrants to spread the word about the competition to their Friends for example get them to add your profile to their Top 8 Friends
- Frequency
22. And the Winner is
- Tell people about it!
- On MySpace use a combination ofbulletins, blogs and status updates which appear in users feeds
- Off MySpace make sure you include in your newsletters, EDMs, offline, etc
Bulletins Blogs Status Updates 23. Status & Mood Updates Get in the habit of updating regularly not once every few weeks Spark interest from your status and drive users to your profile
- You can gain users interests and spark engagement by just changing your status and mood
- Update at least once a day and during peak times (usually b/w 5-7pm)
24. Self promote yourself Ask questions
- Let your MySpace Friends know what youre up to and spark a conversation
- Keep updates short and sweetand be creative! For example ask questions
Status & Mood Updates 25.
- Send bulletins when applicable (and min. 1-3x/week)
- Posting too many promotional bulletins leads to your MySpace Friends tuning out
- 1 bulletin per topic - Present content as exclusive
- Archive in your blog section
- Bulletins remain in the users feed so consider when posting timely info
- Its good to include a video response rates are typically higher
- Action:Hyperlink all URLs included in bulletins to make it easier
- for friends to get to where you want them to go
Bulletins 26. Bulletins HARDposts, 5 7 bulletins/day promoting their events too early before demand has built up = OVERKILL!!! Example of Bad Usage One-time Reminder Video embedded w/in bulletin Song embedded w/in bulletin Example of Good Usage Multiple reminders daily 27. Profile Song & Video Updates
- Updating Songs & Videos
- Update your profile song/playlist or video at least 1x/week
- Choose material that will reflect your brands mood or personality that week
- Encourage friends to send & submit videos to be posted on your page
- These updates will appear in your friends feed
28. Blogs
- Make your profile a one-stop-shop for everything your MySpace Friends would want to know or discover about your brand
- Some ideas on what to blog about include:
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- - Articles youre reading or articles which feature your brand
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- - New happenings or topics of interest in your industry (news, gossip, etc)
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- - Announcements/info about your brand/product or what youre developing
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- - Trivia questions could be tied into contest(s)
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- - Ask a Question of the day
29. Blogs
- Use blogs to inform, generate buzz & spark discussion!
- Make sure you send a bulletin to coincide and drive traffic to blog post
- Theres an array of resources online which provide tips on effective blogging techniques however some specific practices we recommend include:
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- Ask questions, post polls, spark conversations between users, push the needle to see what gets people engaged
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- Try posting video blogs
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- Showcase your content on all platforms (not only YouTube)
30. 31.
- 3.5 Million users in Australia (300 Million worldwide)
- Facebook reaches 29.9% of global internet users
- #3 web destination in Australia behind Google Search and Google
- Easy to use (creating artist profile, post, events, music, video)
- Link with iLike (share playlist, videos, streams) (breaking news: Just purchased by MYSPACE)
- Limited customisation
- Pure communication tool
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- Address book/email
- People you already know
- Older audience compared to MySpace
- Photos are the main channel after messaging people
- Important to touch all platforms with the one voice
33. 34.
- Upload, view and share videos
- 100 Million videos watched daily
- 50,000 videos uploaded daily
- 50% of videos are licensed music videos ( IFPI 2009 )
- Create your TV channel! (The Pope has one!)
- THE viral marketing tool for creative videos
- THE tool to built anticipation (COG)
- Mobile application
35.
- Breaking News:
- Susan Boyle attracting over 100 million views in just nine days of going live,
- The clip did not earn revenue for neither Boyle nor the BGT production company.
- Back in April this year, the Google owned video streaming service revealed the video was not monetized, denying Boyle potential earnings of over half a million dollars.
- To combat this issue and to strengthen the brand, YouTube launched their Partnership Program (YPP) and nowO ne-Off videost hose that begin to attract a certain level of views, indicating a viral potential, will become eligible for the new program.
- YouTube will contact the video sproducer, offering a chance to turn on monetization.
- Once the video creator enables revenue sharing, YouTube will offer advertising spots to attach to the soon-to-be viral clip. (musicnetwork)
36.
- www.tubemogul.com
- A free service
- Provides a single point for deploying uploads to the top video sharingsites all at once (inc. Youtube, MySpace, Vimeo, Google, plus more)
- Powerful analytics on who, what, and how videos are being viewed
- Tracks rich, standardized analytics- per-second audience drop-off- audience geography and much more
37.
- M icroblog
- Mobile primary use, but 60% of user update on desktop(!)
- Status updates with max 140 characters
- Follow and be followed
- More than 2 Million users with more than 4 Million tweets posted every day
- Early adaptors: Journalists, Politicians
- Twitter pictures
- Search daily trends
- Great tool for established artists (1000+ followers)
- Twitter GEOLOCATION just announced!
- Criticism (hype, people talking at each other?)
- Receive updates through Twitter website, RSS, instant messages,Twitterific, Facebook
- Twitters is not narrative, what you say can be taken out of context!
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- Streamline your reading with RSS feeds ( www. google .com/reader )
- www.mashable.com,www.digitalmusicnews.com,www.emarketer.com, (useful resources for social media fans)
- Check your friends update at one glance (www.tweetdeck.com)
- Update all your status at one place ( www. pingfm .com )
- Have a consistent presence on all Social Media sites, such as
- MySpace, Facebook, Youtube, Wikipedia, Twitter, Flickr, Blogger, Last FM
- Some overlap all have significant points of differences
- Keep business and private separate
- Monitor your online presence (Google Alert, Wikipedia)
- Share your favourite sites with your friends
- www. digg .com(social voting tool)
- www.delicious.com
- www. stumbleupon .com
Social Media How Much is Enough?? 39. Social Media But wait, theres more!!
- Google rocks!
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- Google Analytics, Calender, Reader, Wave, Gmail, Blogger, Alert, Youtube
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- Social Networking via Mobile
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- iPhone, Twitter, YouTube, MySpace, Facebook
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- Monitor your social media presence (e.g. Dominos Pizza)
- MySpace Mobile growth-(16% month on month)-unique visitors are up 50% since February
40. Advertise on Social Media!!
- Advertising on Social Media sites provides a great Return On Investment (ROI) measure!
- Just Remember:
- Be creative (be natural, valuable, productive, heated, viral, )
- Dont spam
- Dont use webcrawlers or robots to hype yourself up (be honest, organic)
- The status update is your most powerful tool of communication!
- Ask your friends and followers questions. Start a conversation,run a competition
- Dont be afraid of opinions and feedback! (be balanced, open)
- Encourage an open dialogue with fans
41. See for yourself - QUICK CASE STUDY:Action:Develop a social media marketing strategy for an independent Australian Rockband album release Where :MySpace, Youtube, Flickr, Twitter, Facebook Tools :Videos, Music, Photos, Press release, competition, Live shows, banners Timing: Setup, anticipation, interaction, call to action Integrate with other Marketing & Promotion