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

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

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Agenda <ul><li>Marketing on existing networks </li></ul><ul><ul><li>Case Study </li></ul></ul><ul><ul><li>How-To </li></ul></ul><ul><li>Market research on existing networks </li></ul><ul><li>Creating your own social media </li></ul>

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

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Website

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Website

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Website

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Website

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MySpace

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Flickr

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YouTube

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Del.icio.us

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

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

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

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

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

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Standard MySpace

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CSS MySpace Full Functionality

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CSS MySpace Broken Functionality

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

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

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

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Using Del.icio.us <ul><li>Search Del.icio.us for the brand category </li></ul><ul><li>Look at related tags </li></ul>

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

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

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

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

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Creating Your Own Social Media <ul><li>Tap into your audiences ability to create </li></ul><ul><ul><li>Chevy Tahoe create your own ad </li></ul></ul>

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

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

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

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

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

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