Social Media Presentation
Music Promotion and Marketing with Social Media Networking <ul><li>Thomas Heymann </li></ul><ul><li>-ex-Vice President Str...
The Old Content-Conversation Relationship <ul><li>Content is: </li></ul><ul><ul><ul><li>- created by corporations “profess...
Social Networking <ul><li>1 /4 of the world population are on the internet </li></ul><ul><li>5 Million Broadband household...
Social Networking <ul><li>Key points from the ComScore report: </li></ul><ul><li>3 out of 4 Australians  visited a social ...
Social Networking <ul><li>Complimentary with marketing and promotional activities </li></ul><ul><li>Most relevant in Austr...
Social Media, User Generated Content,  the Prosumer <ul><li>The prosumer has replaced the consumer in music: </li></ul><ul...
Web 2.0 Online Collaboration
 
<ul><li>Globally MySpace reaches 22.4% of global internet users  ( www. nielsenmedia .com  ) </li></ul><ul><li>Number 1 so...
The Future
Create & Maximise the Potential of Your Profile <ul><li>Provides another way for marketers to connect with consumers  in a...
What’s the Point? <ul><li>Build brand advocates  </li></ul><ul><ul><li>- Their communication creates participation within ...
<ul><li>Make MySpace “your Voice” by following the  </li></ul><ul><li>ten commandments of “GOOD CONVERSATION” </li></ul><u...
<ul><li>Be human  </li></ul><ul><li>Humans have moods, opinions, and interests so highlight them!  </li></ul><ul><li>Don’t...
<ul><li>Utilise WOM (word of mouth) marketing tactics </li></ul><ul><li>Idea –  making sure that what you have to say/prom...
Design Tips <ul><li>Embody your brand’s persona  - in your profile design, any downloads, tools, and viral elements </li><...
Design Tips <ul><li>MySpace Music Band Profile Template has just launched </li></ul><ul><ul><li>-  Easy way to customise a...
Appeal to Your Audience <ul><li>Friends </li></ul><ul><li>Your Top Friends –nearest and dearest,share the same vision/goal...
<ul><li>Content </li></ul><ul><li>Strike a balance  - between niche content and that which will appeal to a wider audience...
And the Winner is… <ul><li>Competitions </li></ul><ul><li>Feature a high value over arching prize and a large quantity of ...
And the Winner is… <ul><li>Tell people about it!  </li></ul><ul><li>On MySpace use a combination of  bulletins, blogs and ...
Status & Mood Updates Get in the habit of updating regularly – not once every few weeks Spark interest from your status an...
Self promote yourself Ask questions <ul><li>Let your MySpace Friends know what you’re up to and spark a conversation </li>...
<ul><li>Send bulletins when applicable (and min. 1-3x/week) </li></ul><ul><li>Posting too many promotional bulletins leads...
Bulletins HARD  posts, 5 – 7 bulletins/day promoting their events too early before demand has built up = OVERKILL!!! Examp...
Profile Song & Video Updates <ul><li>Updating Songs & Videos </li></ul><ul><li>Update your profile song/playlist or video ...
Blogs <ul><li>Make your profile a one-stop-shop for everything your MySpace Friends would want to know or discover about y...
Blogs <ul><li>Use blogs to inform, generate buzz & spark discussion! </li></ul><ul><li>Make sure you send a bulletin to co...
 
<ul><li>3.5 Million users in Australia (300 Million worldwide) </li></ul><ul><li>Facebook reaches 29.9% of global internet...
<ul><li>Address book/email </li></ul><ul><li>People you already know </li></ul><ul><li>Older audience compared to MySpace ...
<ul><li>Upload, view and share videos </li></ul><ul><li>100 Million videos watched daily </li></ul><ul><li>50,000 videos u...
<ul><li>Breaking News: </li></ul><ul><li>Susan Boyle attracting over 100 million views in just nine days of going live, </...
<ul><li>www.tubemogul.com   </li></ul><ul><li>A free service  </li></ul><ul><li>Provides a single point for deploying uplo...
<ul><li>M icroblog </li></ul><ul><li>Mobile primary use, but 60% of user update on desktop(!) </li></ul><ul><li>Status upd...
<ul><li>Streamline your reading with RSS feeds ( www. google .com/reader )  </li></ul><ul><li>www.mashable.com  ,  www.dig...
Social Media – But wait, there’s more!! <ul><li>Google rocks!  </li></ul><ul><ul><ul><li>Google Analytics, Calender, Reade...
Advertise on Social Media!! <ul><li>Advertising on Social Media sites provides a great Return On Investment (ROI) measure!...
See for yourself - QUICK CASE STUDY:  Action:  Develop a social media marketing strategy for an independent Australian Roc...
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Thomas Social Media Myspace Presentation Ai Mnew

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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 &amp; Thomas Heymann

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Transcript of "Thomas Social Media Myspace Presentation Ai Mnew"

  1. 1. Social Media Presentation
  2. 2. Music Promotion and Marketing with Social Media Networking <ul><li>Thomas Heymann </li></ul><ul><li>-ex-Vice President Strategic Marketing Warner Music Australia </li></ul><ul><li>-ex-PM Sony Music Germany & Australia </li></ul><ul><li>- www. themusicconnection .com.au </li></ul><ul><li>- Management (Ophelia Of The Spirits, etc) </li></ul><ul><li>- Label (Emigrate, Veto, Beatsteaks, Polarkreis 18, Robert Wells) </li></ul><ul><li>- Consultancy (Rammstein, COG, Dukes Of Windsor) </li></ul><ul><li>Social media consultancy (AIM, MySpace) </li></ul><ul><li>As of September 14 Director Of The Undergraduate Arts Management Program at AIM </li></ul><ul><li>www.myspace.com/themusicconnectionoz </li></ul><ul><li>http://twitter. com/themusicconnect </li></ul>
  3. 3. The Old Content-Conversation Relationship <ul><li>Content is: </li></ul><ul><ul><ul><li>- created by corporations “professionals” </li></ul></ul></ul><ul><ul><ul><li>- consumed by consumer </li></ul></ul></ul><ul><li>… and never the two shall meet </li></ul><ul><li>Consumer will pay for content </li></ul><ul><li>Content is an end unto itself </li></ul>Source: Joseph Jaffe, Join The Conversation
  4. 4. Social Networking <ul><li>1 /4 of the world population are on the internet </li></ul><ul><li>5 Million Broadband households in Australia and growing </li></ul><ul><li>WEB 2.0 revolution 2006/2007 = SOCIAL NETWORKING </li></ul><ul><li>Building online communities who share interests and activities </li></ul><ul><li>Exploring interests and activities of others </li></ul><ul><li>Powerful new ways to communicate and share </li></ul>
  5. 5. Social Networking <ul><li>Key points from the ComScore report: </li></ul><ul><li>3 out of 4 Australians visited a social networking site in June 2009 </li></ul><ul><li>Over 70% of Australian internet users visited a social networking site in June, </li></ul><ul><li>a 29% rise from the same time last year </li></ul><ul><li>Nearly 9 million Australians visited a social networking site in June , </li></ul><ul><li>making it one of the most popular content categories on the Web </li></ul><ul><li>Facebook led as the most-visited social networking destination, </li></ul><ul><li>with more than 6 million visitors and growth of 95% from the previous year </li></ul><ul><li>MySpace ranked second with 3.5 million visitors, up 5% , </li></ul><ul><li>followed by Windows Live Profile with nearly 2 million visitors </li></ul><ul><li>Twitter witnessed the most substantial growth , surging to 800,000 visitors in June, </li></ul><ul><li>up from just 13,000 visitors a year ago </li></ul><ul><li>Also check: http://www.youtube.com/watch?v=sIFYPQjYhv8 </li></ul>
  6. 6. Social Networking <ul><li>Complimentary with marketing and promotional activities </li></ul><ul><li>Most relevant in Australia: </li></ul><ul><ul><li>- MySpace </li></ul></ul><ul><ul><li>- Facebook </li></ul></ul><ul><ul><li>- Twitter </li></ul></ul>
  7. 7. Social Media, User Generated Content, the Prosumer <ul><li>The prosumer has replaced the consumer in music: </li></ul><ul><ul><li>- Building Connections </li></ul></ul><ul><ul><li>- Beating The System </li></ul></ul><ul><ul><li>- Making A Difference </li></ul></ul><ul><li>Today’s consumer is generating, creating, sharing, mashing, tagging, </li></ul><ul><li>commenting, giving kudos, open sourcing </li></ul><ul><li>How will you cut through? </li></ul><ul><li>Source: Jaffe, Joseph (Join Conversation) </li></ul>
  8. 8. Web 2.0 Online Collaboration
  9. 10. <ul><li>Globally MySpace reaches 22.4% of global internet users ( www. nielsenmedia .com ) </li></ul><ul><li>Number 1 social music site in the world </li></ul><ul><li>Customisation - create your own design </li></ul><ul><li>Popularity measured by view, friends and plays </li></ul><ul><li>Relevant content: music streams (up to 10 songs), videos, photos </li></ul><ul><li>Relevant for music (A&R, promotion, marketing) </li></ul><ul><li>300,000 Australian artists on MySpace </li></ul><ul><li>Breaking news: Myspace just purchased music recommendation service iLike) </li></ul>
  10. 11. The Future
  11. 12. Create & Maximise the Potential of Your Profile <ul><li>Provides another way for marketers to connect with consumers in a creative and engaging way </li></ul><ul><li>Create an ongoing 2 way dialogue with your audience/customers </li></ul><ul><li>Encourage your customers to interact with your Brand around the content, opportunities and experiences you create with your profile </li></ul>
  12. 13. What’s the Point? <ul><li>Build brand advocates </li></ul><ul><ul><li>- Their communication creates participation within community </li></ul></ul><ul><ul><li>- They spread your messages virally through their networks (WOM) </li></ul></ul><ul><li>This provides an extra marketing and promo platform to engage with your audience extending your reach into: </li></ul><ul><ul><li>- New market segments </li></ul></ul><ul><ul><li>- New audiences and </li></ul></ul><ul><ul><li>- New channels </li></ul></ul><ul><li>Building your MySpace community enables you to: </li></ul><ul><ul><li>- Start to cross-pollinate between your marketing platforms </li></ul></ul><ul><ul><li>- Driving traffic between your profile and other communication channels </li></ul></ul><ul><li>ACTION: Add MySpace URL to all your marketing collateral! </li></ul>
  13. 14. <ul><li>Make MySpace “your Voice” by following the </li></ul><ul><li>ten commandments of “GOOD CONVERSATION” </li></ul><ul><ul><ul><ul><ul><li>Natural </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Honest </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Balanced </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Open </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Organic </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Timeless </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Valuable </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Heated </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Viral </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Productive </li></ul></ul></ul></ul></ul><ul><li>Source: Economist 2006, Jaffe, Joseph: Join The Conversation </li></ul>Social Media Is Conversation
  14. 15. <ul><li>Be human </li></ul><ul><li>Humans have moods, opinions, and interests so highlight them! </li></ul><ul><li>Don’t be a black hole - Users are infinitely more likely to send messages, comments and interact if they believe they are getting through to someone </li></ul><ul><li>People will interact with real people </li></ul><ul><li>Giving the profile a personality will allow your community to feel a sense of ownership, personalisation and loyalty to your brand </li></ul>Keep in Mind…
  15. 16. <ul><li>Utilise WOM (word of mouth) marketing tactics </li></ul><ul><li>Idea – making sure that what you have to say/promote is inspiring so that people want to spread the word to influential people </li></ul><ul><li>Be organic – allow things to unfold & grow virally </li></ul><ul><li>Be transparent – increases trust and retention </li></ul><ul><li>Observe the conversation you create – resist </li></ul><ul><li>the temptation to respond/moderate too soon </li></ul><ul><li>Don’t Spam! </li></ul>Keep in Mind…
  16. 17. Design Tips <ul><li>Embody your brand’s persona - in your profile design, any downloads, tools, and viral elements </li></ul><ul><li>Ensure consistency - MySpace profile and other marketing mediums </li></ul><ul><li>The sky’s the limit - Customise your profile with the high degree of MySpace flexibility! </li></ul>
  17. 18. Design Tips <ul><li>MySpace Music Band Profile Template has just launched </li></ul><ul><ul><li>- Easy way to customise and personalise profile </li></ul></ul><ul><ul><li>Great for people with limited HTML knowledge </li></ul></ul><ul><ul><li>For more info : myspace.com/musicsupport </li></ul></ul>
  18. 19. Appeal to Your Audience <ul><li>Friends </li></ul><ul><li>Your Top Friends –nearest and dearest,share the same vision/goals or online ‘friends’ who have been supportive </li></ul><ul><li>Rotate your Top Friends periodically </li></ul><ul><li>If your best friends’ favoured organisations are not on board encourage them to register a profile so you can network </li></ul><ul><li>Keep your profile as up-to-date as possible </li></ul>
  19. 20. <ul><li>Content </li></ul><ul><li>Strike a balance - between niche content and that which will appeal to a wider audience </li></ul><ul><li>Use your profile as your “voice” and reflect the positioning of your content and offerings </li></ul><ul><li>Offer secure exclusive “Breaking News” or info for your MySpace friends and they will support you in return </li></ul><ul><li>Encourage feedback – communication is key! </li></ul>Appeal to Your Audience
  20. 21. And the Winner is… <ul><li>Competitions </li></ul><ul><li>Feature a high value over arching prize and a large quantity of runner up prizes </li></ul><ul><li>Keep the entries visible </li></ul><ul><li>Keep the entry mechanism as simple as possible </li></ul><ul><li>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 </li></ul><ul><li>Frequency </li></ul>
  21. 22. And the Winner is… <ul><li>Tell people about it! </li></ul><ul><li>On MySpace use a combination of bulletins, blogs and status updates which appear in users feeds </li></ul><ul><li>Off MySpace make sure you include in your newsletters, EDMs, offline, etc </li></ul>Bulletins Blogs Status Updates
  22. 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 <ul><li>You can gain users’ interests and spark engagement by just changing your status and mood </li></ul><ul><li>Update at least once a day and during peak times (usually b/w 5-7pm) </li></ul>
  23. 24. Self promote yourself Ask questions <ul><li>Let your MySpace Friends know what you’re up to and spark a conversation </li></ul><ul><li>Keep updates short and sweet…and be creative! For example ask questions </li></ul>Status & Mood Updates
  24. 25. <ul><li>Send bulletins when applicable (and min. 1-3x/week) </li></ul><ul><li>Posting too many promotional bulletins leads to your MySpace Friends tuning out </li></ul><ul><li>1 bulletin per topic - Present content as exclusive </li></ul><ul><li>Archive in your blog section </li></ul><ul><li>Bulletins remain in the user’s feed so consider when posting timely info </li></ul><ul><li>It’s good to include a video – response rates are typically higher </li></ul><ul><li>Action: Hyperlink all URLs included in bulletins to make it easier </li></ul><ul><li>for “friends” to get to where you want them to go </li></ul>Bulletins
  25. 26. Bulletins HARD posts, 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
  26. 27. Profile Song & Video Updates <ul><li>Updating Songs & Videos </li></ul><ul><li>Update your profile song/playlist or video at least 1x/week </li></ul><ul><li>Choose material that will reflect your brand’s ‘mood’ or personality that week </li></ul><ul><li>Encourage ‘friends’ to send & submit videos to be posted on your page </li></ul><ul><li>These updates will appear in your ‘friends feed’ </li></ul>
  27. 28. Blogs <ul><li>Make your profile a one-stop-shop for everything your MySpace Friends would want to know or discover about your brand </li></ul><ul><li>Some ideas on what to blog about include: </li></ul><ul><ul><li>- Articles you’re reading or articles which feature your brand </li></ul></ul><ul><ul><li>- New happenings or topics of interest in your industry (news, gossip, etc) </li></ul></ul><ul><ul><li>- Announcements/info about your brand/product or what you’re developing </li></ul></ul><ul><ul><li>- Trivia questions – could be tied into contest(s) </li></ul></ul><ul><ul><li>- Ask a “Question of the day” </li></ul></ul>
  28. 29. Blogs <ul><li>Use blogs to inform, generate buzz & spark discussion! </li></ul><ul><li>Make sure you send a bulletin to coincide and drive traffic to blog post </li></ul><ul><li>There’s an array of resources online which provide tips on effective blogging techniques however some specific practices we recommend include: </li></ul><ul><ul><li>Ask questions, post polls, spark conversations between users, push the needle to see what gets people engaged </li></ul></ul><ul><ul><li>Try posting video blogs </li></ul></ul><ul><ul><li>Showcase your content on all platforms (not only YouTube) </li></ul></ul>
  29. 31. <ul><li>3.5 Million users in Australia (300 Million worldwide) </li></ul><ul><li>Facebook reaches 29.9% of global internet users </li></ul><ul><li>#3 web destination in Australia behind Google Search and Google </li></ul><ul><li>Easy to use (creating artist profile, post, events, music, video) </li></ul><ul><li>Link with iLike (share playlist, videos, streams) (breaking news: Just purchased by MYSPACE) </li></ul><ul><li>Limited customisation </li></ul><ul><li>Pure communication tool </li></ul>
  30. 32. <ul><li>Address book/email </li></ul><ul><li>People you already know </li></ul><ul><li>Older audience compared to MySpace </li></ul><ul><li>Photos are the main channel after messaging people </li></ul><ul><li>Important to touch all platforms with the one voice </li></ul>
  31. 33.
  32. 34. <ul><li>Upload, view and share videos </li></ul><ul><li>100 Million videos watched daily </li></ul><ul><li>50,000 videos uploaded daily </li></ul><ul><li>50% of videos are licensed music videos ( IFPI 2009 ) </li></ul><ul><li>Create your TV channel! (The Pope has one!) </li></ul><ul><li>THE viral marketing tool for creative videos </li></ul><ul><li>THE tool to built anticipation (COG) </li></ul><ul><li>Mobile application </li></ul>
  33. 35. <ul><li>Breaking News: </li></ul><ul><li>Susan Boyle attracting over 100 million views in just nine days of going live, </li></ul><ul><li>The clip did not earn revenue for neither Boyle nor the BGT production company.
 </li></ul><ul><li>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. </li></ul><ul><li>To combat this issue and to strengthen the brand, YouTube launched their Partnership Program (YPP) and now O ne-Off videos t hose that begin to attract a certain level of views, indicating a viral potential, will become eligible for the new program. </li></ul><ul><li>YouTube will contact the video s producer, offering a chance to turn on monetization.
 </li></ul><ul><li>Once the video creator enables revenue sharing, YouTube will offer advertising spots to attach to the soon-to-be viral clip. (musicnetwork) </li></ul>
  34. 36. <ul><li>www.tubemogul.com </li></ul><ul><li>A free service </li></ul><ul><li>Provides a single point for deploying uploads to the top video sharing sites all at once (inc. Youtube, MySpace, Vimeo, Google, plus more) </li></ul><ul><li>Powerful analytics on who, what, and how videos are being viewed </li></ul><ul><li>Tracks rich, standardized analytics - per-second audience drop-off - audience geography and much more </li></ul>
  35. 37. <ul><li>M icroblog </li></ul><ul><li>Mobile primary use, but 60% of user update on desktop(!) </li></ul><ul><li>Status updates with max 140 characters </li></ul><ul><li>Follow and be followed </li></ul><ul><li>More than 2 Million users with more than 4 Million tweets posted every day </li></ul><ul><li>Early adaptors: Journalists, Politicians </li></ul><ul><li>Twitter pictures </li></ul><ul><li>Search daily trends </li></ul><ul><li>Great tool for established artists (1000+ followers) </li></ul><ul><li>Twitter GEOLOCATION just announced! </li></ul><ul><li>Criticism (hype, people talking at each other?) </li></ul><ul><li>Receive updates through Twitter website, RSS, instant messages, Twitterific, Facebook </li></ul><ul><li>Twitters is not narrative, what you say can be taken out of context! </li></ul>
  36. 38. <ul><li>Streamline your reading with RSS feeds ( www. google .com/reader ) </li></ul><ul><li>www.mashable.com , www.digitalmusicnews.com , www.emarketer.com , (useful resources for social media fans) </li></ul><ul><li>Check your friends update at one glance (www.tweetdeck.com) </li></ul><ul><li>Update all your status at one place ( www. pingfm .com ) </li></ul><ul><li>Have a consistent presence on all Social Media sites, such as </li></ul><ul><li>MySpace, Facebook, Youtube, Wikipedia, Twitter, Flickr, Blogger, Last FM </li></ul><ul><li>Some overlap all have significant points of differences </li></ul><ul><li>Keep business and private separate </li></ul><ul><li>Monitor your online presence (Google Alert, Wikipedia) </li></ul><ul><li>Share your favourite sites with your friends </li></ul><ul><li> www. digg .com (social voting tool) </li></ul><ul><li> www.delicious.com </li></ul><ul><li> www. stumbleupon .com </li></ul>Social Media – How Much is Enough??
  37. 39. Social Media – But wait, there’s more!! <ul><li>Google rocks! </li></ul><ul><ul><ul><li>Google Analytics, Calender, Reader, Wave, Gmail, Blogger, Alert, Youtube </li></ul></ul></ul><ul><li>Social Networking via Mobile </li></ul><ul><ul><ul><li>iPhone, Twitter, YouTube, MySpace, Facebook </li></ul></ul></ul><ul><li>Monitor your social media presence (e.g. Domino’s Pizza) </li></ul><ul><li>MySpace Mobile growth - (16% month on month) - unique visitors are up 50% since February </li></ul>
  38. 40. Advertise on Social Media!! <ul><li>Advertising on Social Media sites provides a great Return On Investment (ROI) measure! </li></ul><ul><li>Just Remember: </li></ul><ul><li>Be creative (be natural, valuable, productive, heated, viral, …) </li></ul><ul><li>Don’t spam </li></ul><ul><li>Don’t use webcrawler’s or robots to hype yourself up (be honest, organic) </li></ul><ul><li>The status update is your most powerful tool of communication! </li></ul><ul><li>Ask your friends and followers questions. Start a conversation, run a competition </li></ul><ul><li>Don’t be afraid of opinions and feedback! (be balanced, open) </li></ul><ul><li>Encourage an open dialogue with fans </li></ul>
  39. 41. See for yourself - QUICK CASE STUDY: Action: Develop a social media marketing strategy for an independent Australian Rock band 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
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