SoundCloud for Business and Journalism

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  • Hi, I’m Carolyn and this is Arman.Today we are going to talk to you about SoundCloud, what it is, and how it can be applied in Business and Journalism.
  • Soundcloud was established in Berlin 2007Its Intent was to allow musicians to easily share recordings with one-another and get feedback.However, SoundCloud has now evolved into an online publishing tool used to distribute tracks across the web.Compared to FB (1B) and Twitter (500M) users, there are only around 180M people that use Soundcloud.What’s special about SoundCloud, though, is that it quite niche and has a highly engaged community.Predominantly maleAges 18-34some college educationNo childrenPredominantly browsed from schoolhttp://www.amzini.com/networks/SoundCloud/
  • So, what exactly is SoundCloud?Unlike applications likeGrooveshark or Spotify, SoundCloud is…
  • NOT a radio station
  • But it’s a social media tool used for sharing music (and sound).SoundCloud was built on the premise that people couldn’t easily send a large audio file to share with their friends, but now they can.
  • SoundCloud’s key attributes include (1) Easy sharing (2) Online audio Storage, and (3) being a social media tool, and having a strong online community aspect.
  • What we want to highlight about SoundCloud is that Easy Sharing isSoundCloud’score competency.SoundCloud has made its API (or development code) available to anyone, and as a result, SoundCloud can integrate flawlessly with a multitude of applications across the web.Because of Soundcloud, audio tracks can be easily shared across applications like……
  • A professional website
  • Facebook
  • Twitter –and-
  • -AND - Pinteret, just to name a few.
  • What makes SoundCloud extremely unique, is how it channels community engagement though enabling users to comment anywhere along the SoundCloud waveform. As the track is played, comments appear along the track, enabling people to communicate like never before.Let me demonstrate…https://soundcloud.com/officialswedishhousemafia/dywc-jorisvoorn-remix
  • Therefore, Soundcloud’s mission is to unmute the web.
  • With respect to business…SoundCloud was made for the music industry, and as a result, all of its attributes work extremely well for record labels and independent artists.Tracks can easily be shared across the web viaan official websiteother social media channelsemail - and –mobile.websites and other social media platforms are used more for marketing and pushing tracks out from soundcloudWhile mobile is used more for users to engage and make comments on tracks.Using email is typically used for sending demos to record labels and radio stations. There is even a feature where you can limit the amount of downloads a SoundCloud track can permit.
  • Artists like Snoop Dogg not only use SoundCloud to share his songs, but used to interact with their fans.incomplete song with chorus and one verse, asking fans to create additional lyricsHe even has a SoundCloud sets (or albums) called “Need Verses” and “Need Vocals.” http://betakit.com/2012/04/04/what-has-replaced-myspace-for-music-marketinghttp://www.wearehq.com/wp-content/uploads/2012/03/snoop-dogg-soundcloud-project.jpg
  • Besides music, another example of how businesses can use SoundCloud is for public relationships initiatives.Facebook is currently using SoundCloud to publish its podcasts, called “facebookstories”, where the organization curates and publishes inspirational stories from its users.
  • Lastly, SoundCloud acts as a great tool for businesses – especially advertising agencies--to get stock sounds for developing advertisementsThe Audio files published to soundcloud can either be (1) licensed and sold, or (2) downloaded freely through a Creative Commons agreement.Besides being useful for companies, it acts as a great tool for artists to get discovered and sell or spread their music or sound effects.-now, arman will talk to you about how SoundCloud can be applied to journalism
  • I’m going to talk about some of the waysSoundCloud channels traditional journalistic requirements – - both through the waveform widget and encouraging User Generated Content
  • The SoundCloud waveform takes the unidirectional modality of the traditional podcast Play, pause, volume toggle functionalities (NEXT SLIDE)
  • Potential for end-user interactionA sense of “social play” Comment, interact w waveformMore collaborative interactive form of radio changing the experience and redefining the medium
  • Developing an audio blog– traditional podcast into a more multilinear and immersive experience So, you can tag keywords for optimized search resultsItencourages users to comment directly onto your sound–Also allows the option for visitors to your page to leave their own sound commentary on a record button if you provide for it via drop box widget(NEXT SLIDE)
  • So that your listeners and followers can provide their own User Generated Content directly onto your profile
  • Which gives users a sense of contribution to your front end -Such as, the CBC’s Redesigning America campaign. - Where they asked listeners what was wrong with North American manners and how they could be improved, and individuals chimed in with audio bites in their own voices directly onto the campaigns profile page
  • SoundCloud may also emerge as an interesting tool for back-end use – such as gathering sources and quotes from news events that have been posted on SoundCloud – For example, the White House has its own SoundCloud page where Obama’s speeches gets posted - You can come here, listen to Obama’s “sound”, Share it across your Social Media as well as your homepage and gather real-time commentary from listeners who have essentially interacted with the Obama’s voice
  • Again, one of the real geniuses of the SC platform is the way it makes itself available to other Social Media, especially the big two of Facebook and Twitter - Allows you to be traced across multiple platforms, maximizing exposure for your work, developing your brand and ultimately heightening your digital profile (NEXT SLIDE)
  • Of course, depends on your providing interesting, sharable content - Example is The Bugle, an English comedy show whose weekly audiocasts have generated a lot of positive feedback.They provide the content, but SoundCloud provides the platform and the means to spread themselves across the web– Thus, powered by SoundCloud, followers can access their widget on their original SC profile (NEXT SLIDE)
  • Their Facebook Page (NEXT SLIDE)
  • And ultimately their website, which is where they hope to funnel in the most traffic and make themselves into a marketable brand - Carolyn’s going wrap up with some of the pitfalls of this platform
  • To wrap up, some potential pitfalls include:PiracyClutterSince SoundCloud relies on the community to label their tracks, which results in duplication, and the problem of songs and sound effects sharing the same name.Underground rootsWhere its SoundCloud is more Musically-inclined, and has a more liberal communitywhich may not be suitable for all businesses-and lastly, soundcloud’s community is very Back-end basedMeaningthat the mass majority of people do not linger on soundcloud, as the mass majority of people simply view the tracks that get fed into facebook,twitter, and other outlets
  • Questions?
  • And Email.
  • SoundCloud for Business and Journalism

    1. 1. THE BENEFITS OFSOCIAL MEDIA INBUSINESS +JOURNALISM  SOUNDCLOUD -> ARMAN KAZEMI -> CAROLYN KHOO
    2. 2. SOUNDCLOUD’S ORIGINS-> PRIVATE SHARING♪-> PUBLISHING ♫-> PODCASTS + ALL SOUNDS 1B > 500M > 180M
    3. 3. NOT A RADIO STATION
    4. 4. BUT, FOR SHARING +COLLABORATING ON MUSIC (AND SOUND)
    5. 5. SOUNDCLOUD KEY ATTRIBUTES EASY SHARING, ANYWHERE (API) ONLINE STORAGE (LIKE FLICKR) COMMUNITY
    6. 6. EASY SHARING:MULTITUDE OF OTHERAPPLICATIONS SOCIAL MEDIA OFFICIAL SOUNDCLOUD EMAIL WEBSITE MOBILE
    7. 7. WEBSITES
    8. 8. FACEBOOK
    9. 9. TWITTER
    10. 10. PINTEREST
    11. 11. SOUNDCLOUD
    12. 12. SOUNDCLOUD’S GOAL IS TO“UNMUTE THE WEB”
    13. 13. SOUNDCLOUDFOR BUSINESS OTHER(MUSIC INDUSTRY) SOCIAL MEDIA SELF- PROMOTION OFFICIAL SOUNDCLOUD EMAIL WEBSITE TARGETED SELF- INTERESTED PROMOTION DISCOVERY (DEMOS) MOBILE EXPLORATION + COMMENTARY (LIKE INSTAGRAM)
    14. 14. SNOOP
    15. 15. SOUNDCLOUDFOR BUSINESS OTHER SOCIAL(FACEBOOK) MEDIA OFFICIAL SOUNDCLOUD EMAIL WEBSITE MOBILE PODCAST FOR PR
    16. 16. SOUNDCLOUDFOR BUSINESS OTHER SOCIAL(GETTY IMAGES) MEDIA OFFICIAL SOUNDCLOUD EMAIL WEBSITE STOCK SOUNDS MOBILE FOR ADVERTISING CREATIVES
    17. 17. JOURNALISTIC POTENTIAL?
    18. 18. TRADITIONAL PODCAST
    19. 19. INTERACTIVE PODCASTS + AUDIO BLOG EVOLVED PODCAST
    20. 20. COMMENT KEYWORDS
    21. 21. “WE WANT TO UNMUTE THE WEB” – Alexander Ljung, CEO WITH DROPBOX
    22. 22. “SoundCloud’s distinctivewaveform player visualizesyour sound and turns itinto a social object” -soundcloud.com FOLLOWER’S AUDIO RESPONSE
    23. 23. NEWS GATHERING ANDJOURNALISTIC CONTENT
    24. 24. DEVELOPING THE “YOU” BRAND
    25. 25. “AUDIO NEWSPAPER FOR AVISUAL WORLD”
    26. 26. SOUNDCLOUD(POTENTIALPITFALLS) PIRACY CLUTTER SUB-CULTURE BACK-END ROOTS
    27. 27. THANK YOU
    28. 28. SOUNDCLOUD(SOURCES) WEBSITES • http://venturebeat.com/2012/12/04/why-sound-will-be-bigger-than-video- online/#RsJVzDUFsMvATHDp.99 • http://blogs.journalism.co.uk/2011/12/02/ten-ways-journalists-can-use- soundcloud/ • http://soundcloud.com/premium • http://www.slideshare.net/ericw • http://techcrunch.com/2012/10/09/soundcloud-partners-with-getty-images- music-users-can-sync-license-their-tracks-for-commercial-use/ • http://storywheel.cc/alex-eric/soundcloud-story • http://www.fastcompany.com/most-innovative-companies/2012/soundcloud
    29. 29. PICTURES (in order of appearance). None of the images used in this powerpointbelong to us. They have been taken from Google Images, except for screenshots.• http://i1247.photobucket.com/albums/gg634/blur_institute/Soundcloud1.pn g• http://storywheel.cc/alex-eric/soundcloud-story• www.soundcloud.com• http://fc07.deviantart.net/fs71/f/2011/021/0/c/soundcloud_for_android___l ogo_by_jesterxl-d37q86e.png• http://soundcloud.wpengine.netdna-cdn.com/wp- content/uploads/2012/05/Screen-Shot-2012-05-11-at-2.37.29-AM1.png• https://soundcloud.com/officialswedishhousemafia• http://www.facebookstories.com/• http://www.gettyimages.ca/music?Language=en-US• http://vaiopocket.up.seesaa.net/image/cd3000wall.jpg• http://www.gladworks.com/files/uploads/GW1206-SOPA-gblast.jpg• http://www.cleannj.com/wp-content/uploads/2010/11/Gerrus-Clutter- Removal.jpg• http://www.collegedj.net/wp-content/uploads/2010/06/house-music- turntable.jpg• http://us.123rf.com/400wm/400/400/binkski/binkski1002/binkski100200001 /6386674-a-mechanical-background-with-rivets-and-cogs.jpg

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