SoCon 2011 - Matthew Hawn - Last.fm

Brands and the Independent Web Don’t Outsource Your Social Media StrategyMatthew Hawn - VP Product, Last.fm SoCon 2011- London, 17 Oct 2011

music is socialhttp://www.flickr.com/photos/biscotte/

Listen Discover Share

Our Audience39M Registered listeners140M People via API72M Visits/month36M Unique Visitors/month360MPageviews/month600+ devices/software clientscollect personal listeninghistories800 scrobbles per second59B scrobbles since 2003

What we do LISTEN EVERYWHERETrack your music playbackhistory, on any one of 600devices and music services5

What We Do DISCOVER MORE MUSIC & EVENTS Using your listening data, we make great music recommendations in the form of personalized radio and live gigs we think you will love6

What We Do SHARE DISCOVERIES WITH FRIENDS Use social networksto recommend music to your friends Publish your personal charts and Top 10 lists7

What does discovery look like on the internet

For a lot of people in the early 1990s

For a lot of people in the late 1990s

For most people in most of the 2000s

For most people now

We’re at the crossroads in terms of what it will look like for the next ten yearsThe Next Ten Years

This is the crossroadsImage: www.fantoon.com

WHO WHAT I KNOW I LIKEImage: www.fantoon.com

WHO WHAT I KNOW = I LIKEImage: www.fantoon.com

My Aunt Diane Love songs about her My Ex- new boyfriendGirlfriend Me, Sasha looking for new musicMy Boss

Image credit: http://blog.assetmap.com/

“Citieshave the capabilityof providing something foreverybody, onlybecause, and onlywhen, they are created byeverybody.”― Jane Jacobs, The Death and Life of GreatAmerican Cities

Social Capital The value created from interactions within people’s social networks.http://www.briansolis.com/

Dependent Web Independent Web Single Internet Identity Multifaceted Identity Highly personalized by Less dependent on knowing youralgorithms using your interest whole social and interest graph graph and social graph Orients around passionateOrients around your bias and interest groups, experts and your social circle “neighbors” Where is the social capital being generated and collected?

"Its not who you share with,’ its who you share as’. Identity is prismatic.”- Chris Poole, formerly of 4Chan to ReadWriteWeb.

Hello, my name is…

Who is really at the center of Timeline?

Five ways your socialmedia strategy shouldbuild on the strengths ofthe independent web

Embrace the diversity and chaos of identity on the1 independent web. Your audiences and customers are a diverse and multi-faceted bunch of individuals who are different people in different online places. Anonymity and pseudonyms are important to free speech and to creative people Treat them that way. Let them be who they want to be in your community.

Be on the social networks…2 but don’t build your house there.Social nets are about reach and amplification but keep the conversation and real interactions on your home turf.You should have your own forums and your own community managers.Don’t outsource your community management.

It’s not always about you. 3It’s hard to naturally andauthentically weave your brandmessaging into a conversation.Choose social media strategiesand social tools that facilitateconversations between peoplein your community and they willtalk about your brand valueswithout your help. Don’t just use social media as aloudspeaker to broadcast thatbrand message..

4 Be a Swiss bank with the data you collect. Give your members and audience full control over how it is shared and used. This is a trust issue, not a privacy issue. This is almost impossible if you have given identity away to Facebook or Google

Translate your online strategies 5 into offline events.Meet-ups, events and social campaigns that create walk-in traffic to your physical stores will help your brand resonate in the real world.Go to the places your audiences go and join their gatherings. Participate.Experiences are stronger than campaigns.

Social Media is about conversations.There is no shortcut to meaningful conversations with your customers or your audience

Last.fm profile:last.fm/user/jukevoxTwitter:@jukevoxEmail:Matthew@last.fm

SoCon 2011 - Matthew Hawn - Last.fm

by The Digital Marketing Group on Oct 25, 2011

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 6

Statistics

SoCon 2011 - Matthew Hawn - Last.fm Presentation Transcript