Jason D. Schwartz [email_address] www.robberbaronmusic.com SXSWi 2007 Session

Jason D. Schwartz Background Consultant in the digital media industry Island Def Jam BET Interactive Marketing at an interactive agency for Fortune 500 clients Started Robber Baron Music, a digital music label www.robberbaronmusic.com Launching Social Race Social media site in the political space

Consultant in the digital media industry

Island Def Jam

BET Interactive

Marketing at an interactive agency for Fortune 500 clients

Started Robber Baron Music, a digital music label

www.robberbaronmusic.com

Launching Social Race

Social media site in the political space

Agenda Marketing on existing networks Case Study How-To Market research on existing networks Creating your own social media

Marketing on existing networks

Case Study

How-To

Market research on existing networks

Creating your own social media

Joining The Conversation Campari Case Study Source: 11/28/06 Richard MacManus at readwriteweb.com Campaign consisted of: Flash Website MySpace Profile YouTube Profile Flickr Account Del.icio.us Account

Source: 11/28/06 Richard MacManus at readwriteweb.com

Campaign consisted of:

Flash Website

MySpace Profile

YouTube Profile

Flickr Account

Del.icio.us Account

Website

Website

Website

Website

MySpace

Flickr

YouTube

Del.icio.us

Campari Results 170,000 PageViews 13.5% from social media sites 3,000 “Friends” 2,500 comments across the sites 92,000 views across the sites

170,000 PageViews

13.5% from social media sites

3,000 “Friends”

2,500 comments across the sites

92,000 views across the sites

Campari Results Niccolò Magnani, MRM Worldwide, “ What I like is that we created a community of people that we can further talk about red passion.”

Niccolò Magnani, MRM Worldwide,

“ What I like is that we created a community of people that we can further talk about red passion.”

Problems With The Campaign Fake profiles can be dangerous Transparency on the web is important If you lie, you will be found out Lonleygirl15 You may believe there is no such thing as bad PR Works better in the arts and entertainment industry To avoid problems disclose company sponsorship

Fake profiles can be dangerous

Transparency on the web is important

If you lie, you will be found out

Lonleygirl15

You may believe there is no such thing as bad PR

Works better in the arts and entertainment industry

To avoid problems disclose company sponsorship

Did They Connect? “ What I like is that we created a community of people that we can further talk about red passion.” The reality is that all of the profiles and accounts were deleted Violates terms of service You can probably get away with it, but expect a short run

“ What I like is that we created a community of people that we can further talk about red passion.”

The reality is that all of the profiles and accounts were deleted

Violates terms of service

You can probably get away with it, but expect a short run

How To Do It Update content frequently Don’t spam inboxes Keep on top of the community MySpace Design in CSS www.mikeindustries.com

Update content frequently

Don’t spam inboxes

Keep on top of the community

MySpace

Design in CSS

www.mikeindustries.com

Standard MySpace

CSS MySpace Full Functionality

CSS MySpace Broken Functionality

How To Do It Update content frequently Don’t spam inboxes Keep on top of the community MySpace Design in CSS www.mikeindustries.com Purchase a branded profile from MySpace or FaceBook

Update content frequently

Don’t spam inboxes

Keep on top of the community

MySpace

Design in CSS

www.mikeindustries.com

Purchase a branded profile from MySpace or FaceBook

Listening To The Conversation Social media sites are populated with people describing their preferences Market researches pay people to tell them what they like and what sites they visit Social media sites make this same data public for free

Social media sites are populated with people describing their preferences

Market researches pay people to tell them what they like and what sites they visit

Social media sites make this same data public for free

Discovering Tangential Interests Good marketing comes from understanding your audience Its easier to cut through the noise in an uncrowned space The goal is to find the non-obvious place to reach your audience Don’t market a golf club in a golf magazine, market it at Home Depot

Good marketing comes from understanding your audience

Its easier to cut through the noise in an uncrowned space

The goal is to find the non-obvious place to reach your audience

Don’t market a golf club in a golf magazine, market it at Home Depot

Using Del.icio.us Search Del.icio.us for the brand category Look at related tags

Search Del.icio.us for the brand category

Look at related tags

Using Del.icio.us Search Del.icio.us for the brand category Look at related tags Build profile of the target audience SEO Look up related items Enter top bookmarks into Similicio.us Build a list of sites to advertise, partner, and compete with

Search Del.icio.us for the brand category

Look at related tags

Build profile of the target audience

SEO

Look up related items

Enter top bookmarks into Similicio.us

Build a list of sites to advertise, partner, and compete with

Del.icio.us Tea Results Terms for SEO and further research: Food, shopping, coffee, health, recipes, design, gifts Sites to partner or advertise with thinkgeek.com threadless.com treehugger.com lifehacker.com etsy.com

Terms for SEO and further research:

Food, shopping, coffee, health, recipes, design, gifts

Sites to partner or advertise with

thinkgeek.com

threadless.com

treehugger.com

lifehacker.com

etsy.com

Using Technorati Finding a key opinion leader can be a valuable contact Search Technorati for the brand category Switch the search to blog directory Surf the results. The best may not be the highest ranked Look at what tags the blog uses Look at who else links to them

Finding a key opinion leader can be a valuable contact

Search Technorati for the brand category

Switch the search to blog directory

Surf the results.

The best may not be the highest ranked

Look at what tags the blog uses

Look at who else links to them

What To Do With Technorati Results Build a more detailed picture of your target audience Advertise on the blogs Offer a promotion Engage in link trading

Build a more detailed picture of your target audience

Advertise on the blogs

Offer a promotion

Engage in link trading

Creating Your Own Social Media Tap into your audiences ability to create Chevy Tahoe create your own ad

Tap into your audiences ability to create

Chevy Tahoe create your own ad

Creating Your Own Social Media Tap into your audiences ability to create Chevy Tahoe create your own ad CurrentTV www.current.tv/make/vc2/vcam

Tap into your audiences ability to create

Chevy Tahoe create your own ad

CurrentTV www.current.tv/make/vc2/vcam

User Generated Ads Tap into your audiences ability to create Chevy Tahoe create your own ad CurrentTV The downside is a loss of marketing control

Tap into your audiences ability to create

Chevy Tahoe create your own ad

CurrentTV

The downside is a loss of marketing control

Creating Your Own Social Site Do not create another social network for people to meet up Create something social that makes your audience’s interests easier Example: If you work with a wine company, create a site for people to share wine Same goes for a glass company whose customers probably drink wine

Do not create another social network for people to meet up

Create something social that makes your audience’s interests easier

Example: If you work with a wine company, create a site for people to share wine

Same goes for a glass company whose customers probably drink wine

Creating Your Own Social Site Rather than buying an ad, sponsor an entrepreneur More interactive than a spot Engages your audience Creates a true community you can communicate with Sponsor a UI over hall or upgrade Get access to their user statistics (don’t abuse)

Rather than buying an ad, sponsor an entrepreneur

More interactive than a spot

Engages your audience

Creates a true community you can communicate with

Sponsor a UI over hall or upgrade

Get access to their user statistics (don’t abuse)

Conclusion Advertising in social networks can be effective, but does not create a community Think of social media as a place to discover your audiences interests Del.icio.us Technorati Create sites that make these interests easier and have your client sponsor This will create a true community and dialog with customers

Advertising in social networks can be effective, but does not create a community

Think of social media as a place to discover your audiences interests

Del.icio.us

Technorati

Create sites that make these interests easier and have your client sponsor

This will create a true community and dialog with customers

Contact Info Jason D. Schwartz [email_address] www.robberbaronmusic.com I am available for speaking engagements and consulting in the digital space.

Jason D. Schwartz

[email_address]

www.robberbaronmusic.com