DMET Conference

Slide 1: Reaching an Audience in the Age of Blogs and Social Networks It’s the culture we choose to explore that makes us who we are

Slide 7: Clever rhyme Guitar solo Intricate arrangement

Slide 8: “My favourite music is the music I haven’t yet heard” John Cage

Slide 16: The three strands of discovery

Slide 17: Trying Links out All Music Guide/ Unofficial Online All Movie Guide fan sites radio Subscription MP3 services blogs Peer-to-peer filesharing Wikipedia Pandora Last.fm MyStrands Project Internet Playlist MySpace Movie Database YouTube Fan email groups Web forums Community

Slide 18: Not everyone has the same investment in and passion for discovery

Slide 19: You know you’re a Savant when… you know you could write better questions for the local bar’s pop quiz You know you’re an Enthusiast when… you have a couple of friends who always put you on to the latest cool bands you think it would be unhealthy to be more interested in music than you already are You know you’re a Casual when… you think the frock is almost as important as the song You know you’re an Indifferent when… you hear lots of unfamiliar songs at weddings you seem to listen more to talk radio these days

Slide 20: 7% Savants 21% Enthusiasts 32% Casuals 40% Indifferents source: Emap Project Phoenix (2003, 2005)

Slide 21: 1% Originators 10% Synthesizers 100% Consumers source: Horowitz (2006) ‘Creators, Synthesizers and Consumers’

Slide 22: Brand advocates Brand adorers Brand adopters source: Rusticus (2006) ‘Creating Brand Advocates

Slide 25: If we can make the new methods work, discovery can work for us. And that makes our culture more vibrant.

Slide 27: Jennings’ Law: People make most of their discoveries elsewhere.

Slide 28: Strategies that tap into social dynamics improve your chances of being discovered.

Slide 34: Rock’n’Roll Spirit Blogs Flesh Net Platform & processing

Slide 35: source: Ross Dawson (2007) www.futureexploration.net

Slide 37: You’ve gotta feel it in your blood and in your guts! If you wanna rock, you gotta break the rules. You gotta get mad at the man! And right now, I’m the man. That’s right, I’m the man, and who’s got the guts to tell me off? Huh? Who’s gonna tell me off?

Slide 38: Credits Net, Googlezon card (CC): Robin Sloan/Matt Thompson robinsloan.com/epic John Cage photo ©: William Gedney Japanese festival photo (CC): Blogs and Antonis Shen www.flickr.com/people/antonis Scrapbook photo (CC): John Hartnup, www.flickr.com/people/hartnupj Web 2.0 framework (CC): Ross Dawson, www.rossdawsonblog.com Rock’n’Roll School of Rock photo ©: Paramount Pictures Make exciting discoveries Find new friends Enrich your tastes