SoCon 2011 - Matthew Hawn -


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Matthew Hawn from - presentation on social media strategy at SoCon2011, October 20th, 2011, ICO London.

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  • I’m Matthew Hawn. I’ve worked for the last few decades in digital music – as a journalist, at major record labels and now at for the best global music community in the world, Last.fmI’ve worked with more than 400 different music services over that time, watching the rise of Napster, then iTunes and now Spotify.The most important lesson I learned over that timeSharing music – legally or illegally – is one of the most powerful social things you can do.
  • I’m now at Last.fmWe are a global music recommendation service and online community.
  • Scrobbling as the “Music Check-in”If Facebook and Twitter tells your friends what you are doing and thinking about and Foursquare shares your location, is what you are listening lets its members keep a private or public history in a user profile that lives on our site.
  • Better music recommendationExpand Live Events & Festivals presence and coverage
  • Twitter, Facebook, Google+ plus blogs, tumblr, stumbleupon, etc.
  • But I want to step back for a second and talk about how things have changed over the last couple of decades of the internet.
  • Early 90s- For a lot of people, this is what the internet was. Magazines, Interest Groups, etc. all had presence on America Online.
  • Late 90sGiant, human collected links and categories on the internet.
  • Early 2000sGoogle’s algorithm and page rank approach distilled all of this down to a single box that allowed you to type in what you were looking for and find the most relevant stuff.
  • NOWInternet discovery via your circle of friends and acquaintances.
  • We’re at a crossroads for what it will look like for the next ten years
  • We’re at the intersection of two paradigmsfor travelling the internet: Facebook has popularized one as the Social Graph and there’s another one know as the Interest graph. But there is an easier way of describing them….
  • And despite what facebook and google are saying, they aren’t the same thing.
  • What Google and Facebook are doing. It’s what’s behind the latest announcements at F8 – and what’s behind Google +Shoving your interest graph and social graph together. And they plan to do it by “owning” identity on the internet.This is what you get when you combine them:
  • What you get when you combine the social graph with the interest graph: a mall. They are great at aggregating audiences with different interests…but the result is something bland and soul-sucking. You get great efficiencies but lowest common denominator culture. Which is generally true of most portals. By trying to please everyone, you risk pleasing no one. They are a distribution strategy, not the destination.
  • This is Jane Jacobs. Who pretty much single-handled protected Manhattan’s West Village from being lobotomized by Robert Moses superhighways and brutalist urban planning. She understood the importance of diverse and mixed-use neighborhoods that were run and driven by the desires and interests of their local communities. It was the sum of those small human interactions between local shopkeeper and dog walker and your neighbors that mattered and contributed to the intangible feeling of a “great neighborhood”She’s influenced many online community planners as she discussed the importance of social capital. As we think about social media, we need to think about social capital.
  • Social capital
  • This is Chris Poole who earlier this week took aim at how the massive social networks are treating identity on both their own sites but also on other websites who use their authentication processes. Be ON them and take advantage of their reach and their ability to connect people… but be wary when build your communities there.
  • Google is trying to help us organize these prismatic identities via Circles. And it’s a pretty cool experiment but it’s hard. The Independent Web does this by creating communities of interest. And they allow you to make connections outside of your social graph – On we have Neighbors – people you don’t know but with whom you share your musical taste.
  • I’ve been on so many social networks over the past 20 yeasr that I’ve forgotten what I was called on some of them. But my identity has evolved and shifted over the years.
  • So when Mark Zuckerberg stood up at F8 and talked about Timeline, I started to think pretty hard about identity and Facebook
  • So when Mark Zuckerberg stood up at F8 and talked about Timeline, I started to think pretty hard about identity and Facebook. Who is at the center of Facebook’s Timeline Is it me? Or is this the most audacious land grab for audience in the history of the internet?
  • There are reasons that Zynga is now working hard to establish themselves as an independent company that isnt 100% reliant on Facebook. This will be true for more brands and more companies who are currently building on Mark Zuckerberg’s land.
  • Social Media at its best is not a bunch of “likes” or “plus ones” or “retweets”The best social strategies facilitate meaningful dialog with your customers or members or audience.Or even better, when your customer, members or audience starts to talk amongst themselves about the things your productor service or brand means to them in their real lives.Then it’s not a “social media campaign”, it’s an engaged community
  • Social Media is hard to manage well at large scale. Social capiltal is generated in smaller interactions and deeper, less structure ways. Think about a wedding with 500 guests or a dinner party for 100 people.
  • Thanks for Listening
  • SoCon 2011 - Matthew Hawn -

    1. 1. Brands and the Independent Web Don’t Outsource Your Social Media StrategyMatthew Hawn - VP Product, SoCon 2011- London, 17 Oct 2011
    2. 2. music is social
    3. 3. Listen Discover Share
    4. 4. Our Audience39M Registered listeners140M People via API72M Visits/month36M Unique Visitors/month360MPageviews/month600+ devices/software clientscollect personal listeninghistories800 scrobbles per second59B scrobbles since 2003
    5. 5. What we do LISTEN EVERYWHERETrack your music playbackhistory, on any one of 600devices and music services5
    6. 6. 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
    7. 7. What We Do SHARE DISCOVERIES WITH FRIENDS Use social networksto recommend music to your friends Publish your personal charts and Top 10 lists7
    8. 8. What does discovery look like on the internet
    9. 9. For a lot of people in the early 1990s
    10. 10. For a lot of people in the late 1990s
    11. 11. For most people in most of the 2000s
    12. 12. For most people now
    13. 13. We’re at the crossroads in terms of what it will look like for the next ten yearsThe Next Ten Years
    14. 14. This is the crossroadsImage:
    15. 15. WHO WHAT I KNOW I LIKEImage:
    16. 16. WHO WHAT I KNOW = I LIKEImage:
    17. 17. My Aunt Diane Love songs about her My Ex- new boyfriendGirlfriend Me, Sasha looking for new musicMy Boss
    18. 18. Image credit:
    19. 19. “Citieshave the capabilityof providing something foreverybody, onlybecause, and onlywhen, they are created byeverybody.”― Jane Jacobs, The Death and Life of GreatAmerican Cities
    20. 20. Social Capital The value created from interactions within people’s social networks.
    21. 21. 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?
    22. 22. "Its not who you share with,’ its who you share as’. Identity is prismatic.”- Chris Poole, formerly of 4Chan to ReadWriteWeb.
    23. 23. Hello, my name is…
    24. 24. Who is really at the center of Timeline?
    25. 25. Five ways your socialmedia strategy shouldbuild on the strengths ofthe independent web
    26. 26. 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.
    27. 27. 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.
    28. 28. 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..
    29. 29. 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
    30. 30. 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.
    31. 31. Social Media is about conversations.There is no shortcut to meaningful conversations with your customers or your audience
    32. 32.