Sertab Erener in Digital Media

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Sertab Erener in Digital Media

  1. 1. SERTAB ERENER IN DIGITAL MEDIA<br />A.CEYDA TUĞLU<br />MUSTAFA ABBASOĞLU<br />WEB 2.0: DIGITAL AGE BUSINESS<br />
  2. 2. Sertab Erener<br />Born in 1964<br />Started her musiccareeraftergraduatingTurkishState Music Conservatory<br />Backvocalistfor Sezen Aksu<br />Workedwith Fahir Atakoğlu<br />Jingles<br />Lal (album)<br />Turkeyvoted #1st in Eurovision SongContest 2003, Estonia<br />‘Everywaythat i can’ by Demir Demirkan<br />
  3. 3. Sertab Erener in Digital Media<br />Successfulcareer<br />5 millioncopiessold.<br />Number of her fans has beenincreasing since then. <br />Social Networks startedtoboom<br />Facebook andMySpacebeingwidelyused. <br />Non-official fan pages<br />Awarenesstheyneedtomanagetheir online presence<br />Needforprofessionalsupport<br />
  4. 4. Sertab Erener andSocial Media<br />
  5. 5. Sertab.com<br />Official Web site since 2005, revised 2009<br />Designedby<br />“a professional services agency that has been creating award-winning interactive experiences since 2003.” <br />Nokia, Kraft FoodsTurkey, Dream TV, GarantiBanketc.<br />Agency in charge<br />DigitalMediaagency, <br />Co-foundedby ÖzgurAlaz,ex-blogger at<br />expertise in community management and social media campaigns <br />Starbucks, İş Bankası, Nissan, Tivibuetc.<br />
  6. 6. Sertab.com<br />
  7. 7. Sertab.com: Site Content<br />LINKS TO SOCIAL NETWORKS<br />Embedded and Pop-upcontent<br />ANNOUNCEMENTS<br />FANS<br />EVENTS<br />NEWSLETTER<br />VIDEOS<br />MUSIC<br />Songsshescrobbled at <br />PHOTOS<br />Officialand Fan uploads<br />
  8. 8. FirsttwomonthscollaborationwithWorkattack<br />strategydeterminedbyPromoqube.<br />As of May 2009, an in-house team follows every move of Sertab in Digital Media.<br />Leadby Serra Arabacıoğlu.<br />Sertab Erener in Digital Media<br />
  9. 9. Sertab Erener in Digital Media: In-houseteam<br />Interviewwith Serra Arabacıoğlu<br /> Undergrad.in Art ManagementatYıldız Technical University. <br />Started her socialmediacareer at<br />SupportedGaraj İstanbul’s online presence <br />Under supervision of Mehmet Ali Alaboraandsomecommunicationexperts<br />New opening: hiredbySertabErener and DemirDemirkan<br />Commonmusic project “Painted on Water” in 2009.<br />POW is a projectfor USA, New York.<br />
  10. 10. Digital Media Success<br />#1 ‘Celebrities who use Social Media Most Efficiently’, Webrazzi 2009<br />#2 ‘Celebrities who use Social Media Most Efficiently’ Webrazzi 2010<br />#1<br />
  11. 11. Digital Media Success: Factors<br />Acting and adapting fast to the digital media<br />Personallyinvolved<br />Writes her own tweets<br />Supervisesallactivity<br />Tookprofessionalguidance<br />Same tone of voice at allplatforms<br />Gives attention to the requests of her fans<br />Performancefootage of her earliercareeruploadedupon fan request<br />Image comesfirst: No cheesycampaigns<br />Rareticketandalbumgive-aways<br />Avoidpushysalespromotions<br />
  12. 12. Digital Media Success: Factors<br />Online presence is a strong part of what your brand tells to your audience. <br />Fan count has never been underestimated.<br />non-official pages invitedto a merge. <br />Numberscount, but avoidcampaigningformerenumbers<br />Contact a fraction of theirfans on a morepersonalbasis.<br />
  13. 13. Digital Media Success: Factors<br />Fierce Fan<br />In a virtualcompetitionwithotherfans<br />Moreactive<br />Talkstootherfans<br />Organizesthem<br />Getsawardedforcontribution<br />
  14. 14. Digital Media Presence: Effects on Marketing<br />Being present on social networks gives the brand the ability to interact with masses and to convey your message over to them: “It’s like passing on Erener’s philosophy to fans.” <br />On social media, not only concert or tour news is being shared; books that Sertab read, films that she have been to, what she liked, what she did not approve.<br />The mass is being transformed into a community that wonders aboutanything relatedto the artist.<br />More than a simple promoting activity, it creates an image of an artist, a perception of yourbrand.<br />
  15. 15. A Digital Media Project: Rengarenk<br />Campaignfor her musicalbum ‘Rengarenk’<br />Askedfans to send their most colorful pictures. <br />Winner gottotalk with Sertab on <br />High contribution<br />No costs<br />
  16. 16.
  17. 17. TrendsandSertab.com’sfuture<br />Noted Facebook #1<br />Turkishusertendancy<br />Sharing is easy<br />Applications<br />RevisedMySpacepage, howevertrafficfalls.<br />Popularity: Facebook, Twitter andcollaborative “dictionaries” like<br />Sertab Erener is pleasedwiththework<br />Aware of theimportance of Web 2.0<br />FinancesSerra’straining<br />Workshops<br />
  18. 18. http://vimeo.com/channels/erenerdigital<br />
  19. 19. THANK YOU!<br />

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