Music Industry
D’Olieslager Stéphanie XM2 104B
Observation 7 10 2011- 22 11 2011
COMPANY PROFILE AND BRAND
IDENTIFICATION
PART ONE
Soundcloud’s mission
• SoundCloud is the world’s leading social sound platform
where anyone can create sounds and share th...
How does it work ?
Soundcloud basics
Create your personal profile
Record your sounds
Upload your
recording on your
personal
Soundcloud page
Share with the
world
Sharing options
Soundcloud
Facebook
tumblr
Twitter
MyspaceWordpress
Soundcloud
users
other
websites
Explore and interact
Soundcloud on the web
• Soundcloud
 The official website
 /username for users to integrate their audio and profile
• Facebook
 One official f...
• Vimeo
 The official soundcloud videopage
• Linked in
Soundcloud Mobile
Soundcloud Mobile site
Some Soundcloud applications
SOUNDCLOUD
VALUES
• Extreme usability
• Wants to be the
social platform for
“sound”
• Innovation
PERCEPTION
• Extreme usab...
Identification nov. 2011
• I’m a big fan of
Soundcloud, but during
the research progress I
realised they are much
more foc...
Adaptation 21-02-2012
• Since I did the paper on Soundcloud back in
december, I have noticed that Soundcloud is
reaching o...
OBSERVATION THROUGH
MONITORING DEVICES
PART 2
MONITORING
When monitoring Soundcloud through Google alerts
and Hootsuite, I have noticed that most
communication about So...
Google alerts
Google alerts 2
Conversation Management
Opdracht: Zoek een social object en maak een analyse
25 10 2011
vimeo
http://vimeo.com/30419922
Ab...
Conversation Management
Opdracht: Zoek een social object en maak een analyse
26 10 2011
Cutting edge
http://www.cuttingedg...
The most popular social object about
soundcloud on youtube is :
Conversation Management
Opdracht: Zoek een social object en maak een analyse
26 10 2011
Youtube
http://www.youtube.com/wat...
Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
Ok : They listen, are honnest and
d...
Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
OK : they listen, ask a question, a...
Stay Positive
Listen
Honnest Thank you
Open attitude Ask questions
Personal
Engagement
OK : they listen, a bit more person...
Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
Better conversationmgmt :
Hey Titus...
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year
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Adapted soundcloud observation - conversation management assignment - cross media management at KDG 1st year

  1. 1. Music Industry D’Olieslager Stéphanie XM2 104B Observation 7 10 2011- 22 11 2011
  2. 2. COMPANY PROFILE AND BRAND IDENTIFICATION PART ONE
  3. 3. Soundcloud’s mission • SoundCloud is the world’s leading social sound platform where anyone can create sounds and share them everywhere. • Recording and uploading sounds to SoundCloud lets people easily share them privately with their friends or publicly to blogs, sites and social networks. • It takes just a click to share sounds to Twitter, Tumblr, Facebook and Foursquare. • SoundCloud can be accessed anywhere using the official iPhone and Android apps, as well as hundreds of creation and sharing apps built on the SoundCloud platform.
  4. 4. How does it work ? Soundcloud basics
  5. 5. Create your personal profile Record your sounds Upload your recording on your personal Soundcloud page Share with the world
  6. 6. Sharing options Soundcloud Facebook tumblr Twitter MyspaceWordpress Soundcloud users other websites
  7. 7. Explore and interact
  8. 8. Soundcloud on the web
  9. 9. • Soundcloud  The official website  /username for users to integrate their audio and profile • Facebook  One official fanpage  Several usermade pages, including country related pages and costummade pages f.e. dj mixes • Twitter  One official page and soundcloud developers pages • Tumblr  One official page • Blog  One official blog
  10. 10. • Vimeo  The official soundcloud videopage • Linked in
  11. 11. Soundcloud Mobile
  12. 12. Soundcloud Mobile site
  13. 13. Some Soundcloud applications
  14. 14. SOUNDCLOUD VALUES • Extreme usability • Wants to be the social platform for “sound” • Innovation PERCEPTION • Extreme usability • focus on soundrecording • Innovation ME • Extreme usability • On top of the newest music • Innovation Brandvalues MyValues HIGH BRAND IDENTIFICATION N0/LOW BRAND IDENTIFICATION
  15. 15. Identification nov. 2011 • I’m a big fan of Soundcloud, but during the research progress I realised they are much more focussing on “arty sound recordings” these days , which has resulted in less brand identification for me. But please read the adaptation on the next page. • My biggest identification is actually with other same minded soundclouders who are on there for sharing and promoting their music.
  16. 16. Adaptation 21-02-2012 • Since I did the paper on Soundcloud back in december, I have noticed that Soundcloud is reaching out more to producers now as well. Thanks to remix competitions, which has resulted in a high brand identification for me. • So Soundcloud has found a way to please both of their customer niches • Next step should be the consumer’s market
  17. 17. OBSERVATION THROUGH MONITORING DEVICES PART 2
  18. 18. MONITORING When monitoring Soundcloud through Google alerts and Hootsuite, I have noticed that most communication about Soundcloud comes from its users, promoting their tracks, listeners and some blogs. Soundcloud, the company, is easier to follow on Twitter, Facebook and their blog. They have a “Soundclouder of the day” and some small promo actions, like T-shirts and news about their new crossform relationships, f.e. with Protools
  19. 19. Google alerts
  20. 20. Google alerts 2
  21. 21. Conversation Management Opdracht: Zoek een social object en maak een analyse 25 10 2011 vimeo http://vimeo.com/30419922 About : recording your own sounds Sharer : Soundcloud, the company Why : To reach out to a new audience, besides producers Sharing ? For “sound” users yes, not so much for producers Views : 127 K views, 1796 likes Keep sharing, but don’t forget your other customers who Brand ID : Nice movie, arty and fun, focus on “sound”
  22. 22. Conversation Management Opdracht: Zoek een social object en maak een analyse 26 10 2011 Cutting edge http://www.cuttingedge.be/music/reviews/329381-aeroplane-in- flight-entertainment- About : Aeroplane received loads of tracks for their new mix album through soundcloud users Sharer : Cutting edge Why : Actually promotions for Aeroplane, but again Soundcloud is mentioned Brand ID : high identification for producers Sharing ? maybe, if you want to promote Aeroplane Views : Not indicated on the website Soundcloud gets promoted by its artists
  23. 23. The most popular social object about soundcloud on youtube is :
  24. 24. Conversation Management Opdracht: Zoek een social object en maak een analyse 26 10 2011 Youtube http://www.youtube.com/watch?v=CRuVeDG1CyY What : How to rip audio from Soundcloud Sharer : Youtube user Why : To download music that is just for streaming Brand ID : For people who like “free music” it is high, for their artists probably not , there’s a download option for that Sharing ? It has been shared a lot Views : 129131 views Soundcloud gets promoted by their users
  25. 25. Stay Positive Listen Honnest Open attitude Thank you Ask questions Personal Engagement Ok : They listen, are honnest and direct people by their name, they are openminded for criticism Could be better : thank everybody, not one person out of two, could ask some more questions to show more interest. No show of positivism and a lack of engagement to all of their clients, they pick out certain comments to respond to (in this topic).
  26. 26. Stay Positive Listen Honnest Open attitude Thank you Ask questions Personal Engagement OK : they listen, ask a question, are honnest and direct to the person by his name, they respond to the topic so they’re openminded No thank you, no positivism and I would like to see more engagement
  27. 27. Stay Positive Listen Honnest Thank you Open attitude Ask questions Personal Engagement OK : they listen, a bit more personal than usual, more open, honnest, no questions or thanks needed here, so ok, more engagement and positive, but again, quite random on who they comment , seems they get more personal when the topic is about fun , when topics get more serious, they could use a more personal approach
  28. 28. Stay Positive Listen Honnest Open attitude Thank you Ask questions Personal Engagement Better conversationmgmt : Hey Titus Jaak, I’m so sorry to hear that, did you try…. Let me know if it works out, if not I would love to help you on ….hope this solves the problem so you can enjoy your sunny soundcloud day again, if any questions, feel free to ask.

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