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 Heymann
- 1. Social Media Presentation
2. Music Promotion and Marketing with Social Media
Networking
- -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
-
-
- - created by corporations professionals
- 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:
7. Social Media, User Generated Content,the Prosumer
- The prosumer has replaced the consumer in music:
- 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?
-
- - Their communication creates participation within
community
-
- - 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:
- Building your MySpace community enables you to:
-
- - Start to cross-pollinate between your marketing
platforms
-
- - Driving traffic between your profile and othercommunication
channels
- ACTION:Add MySpace URL to all your marketing collateral!
14.
- Make MySpace your Voice by following the
- ten commandments of GOOD CONVERSATION
- Source: Economist 2006, Jaffe, Joseph: Join The
Conversation
Social Media Is Conversation 15.
- 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
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
-
- -Easy way to customise and personalise profile
-
- Great for people with limited HTML knowledge
-
- For more info :myspace.com/musicsupport
19. Appeal to Your Audience
- 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
20.
- 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
- Feature a high value over arching prize and a large quantity of
runner up prizes
- 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
22. And the Winner is
- 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
- 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:
-
- - Articles youre reading or articles which feature your
brand
-
- - New happenings or topics of interest in your industry (news,
gossip, etc)
-
- - Announcements/info about your brand/product or what youre
developing
-
- - Trivia questions could be tied into contest(s)
-
- - 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:
-
- Ask questions, post polls, spark conversations between users,
push the needle to see what gets people engaged
-
- 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)
32.
- 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)
35.
- 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.
- 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.
- Mobile primary use, but 60% of user update on desktop(!)
- Status updates with max 140 characters
- More than 2 Million users with more than 4 Million tweets
posted every day
- Early adaptors: Journalists, Politicians
- 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!
38.
- 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)
Social Media How Much is Enough?? 39. Social Media But wait,
theres more!!
-
-
- Google Analytics, Calender, Reader, Wave, Gmail, Blogger,
Alert, Youtube
- Social Networking via Mobile
-
-
- iPhone, Twitter, YouTube, MySpace, Facebook
- 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!
- Be creative (be natural, valuable, productive, heated, viral,
)
- 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