Welcome to NY Thanks to Gayletha and Melissa My name is Sean I am VP at 21C Publicist specializing in new media Clients range from opera singers and instrumental soloists to orchestra and labels First, a quick survey Who has a website? Blog? How many of you use Facebook? Twitter? Email list? Uploaded video to YouTube? Googled yourself recently? Googled yourself today? Before I begin presentation, I want to talk briefly about what’s changed in the way that artists reach audiences
Other than live performances and recordings… One-way, broadcast media Opportunities limited to a select few Let’s take a look an example Beverly Sills on Sesame Street From 1979
Traditional media still important, but now there are new ways to reach audiences directly Available to everyone Communication is now two-way Levels the playing field; available to artists at every level Ask Anna 2.3k subscribers & 700k views total Takes two minutes per video
Let ’s take a look into the digital toolbox We have… Websites Search engines and search engines optimization Email Social media, which includes… And mobile apps, which are becoming an increasing important trend All this can be overwhelming Don’t have to use all of these things, but there are a few things you should know By utilizing a few of these platforms, you can build a solid digital strategy
Every artist needs website Even in the SM age Still hub of digital strategy Pick one Don’t have to be on every new social networks that comes into existence Pick one or two, or if ambitious three, of the most popular platforms and do them well Update frequently, remember content is king A website is not a painting Creativity is what gets you noticed Without compelling content, these are all just empty pipes It’s like buying a car and not putting gas in fule tank Check yourself before you wreck yourself Be responsible and think about what you’re posting Remember that anything you put online is PUBLIC AND PERMANENT My rule of thumb is if you think for one second that it might not be a good idea to post, don’t
So what’s the first thing you need to do? How many here have registered their domains? Ok, for those of you who haven’t, I’m going to buy them and sell them back to you in 10 years for a lot of money That’s actually illegal
Still relevant, even in FB era Hub of one ’s digital strategy However, not all websites are created equal And I ’d like to take a short moment to share with you what I think are the key features of a good website CMS (makes it easily updateable without knowing of programming language) CMS makes updates timely Updated frequently so people don’ t think it’s out of date and that it ranks higher in searches Media rich Encourages connection through social media integration HTML based, better than flash for SEO Mobile compatible, as more and more people are using internet on mobile devices ½ billion in 2009 Mobile internet usage is ramping up faster than desktop internet usage did Internet analyst Mary Meeker of Morgan Stanley projects usage double and more people access internet from phones by 2014 Google Analytics Free Number of visitors Number of page views Where visitors are coming from Traffic sources Most popular pages/content How much time being spent on site Bounce rate
Who thinks this is a good website? Why?
Of course, not everyone can afford a custom website that costs anywhere from 4k to 15k Instant Encore - $25/month for college students Google sites – Free Wordpress – free, but pay for template and hosting Dynamod – starts at $11/month Wix – also fremium (free version ad supported)
Now that you have a website, how are people finding it? Organic means free, v. paid advertising SEO = techniques that improve.. Not rocket science What drives traffic are simple things like…
Social Media Today social media refers to any site where people share content Social networking now outranks email as the No. 1 online activity So if were were to draw this on a map, what would it look like?
But the world of social media didn’t always look like this? Anyone remember Friendster? Or MySpace? It’s ever changing; let’s just go a few years back.
To help us understand the online communities that exist, let ’s take a look at a map. Map of online communities in 2007. Created by XKCD.com's Randall Munroe, who is a physicist and cartoonist. Each community ’s geographic area represents its estimated size and level of usage. MySpace was looking promising. FB was just a small nation on the Gulf of YouTube, about the same size a its neighbor to the north, Friendster Now let ’s see how much has changed.
Facebook Ask “how many people on FB?” More than 845 million users worldwide; world ’s 3 rd largest country 50% log on in any given day World ’s most popular website Avg. U.S. user spends 14 minutes per day on the site; more than 7 hrs month No. 1 site globally for online info sharing 44% of all online info sharing, up from 37% in 2009 according to same Clearspring Technologies report YouTube YT is world ’s 2 nd most popular website (and search engine) Exceeds 4 billion views per day (more than twice the views of 3 major US TV networks combined) Consumption of online video is soaring (the average American now watches 14.4 hours per month, up from 9.8 a year ago); increase of almost 50% Growth is across all age groups. And the older demographics are actually growing at a faster rate. Twitter Microblog with 140 character limit More than 190 million users and growing Embraced by journalists, media and bloggers Authenticity is paramount, third person, openly as reps (while he would probably have larger following if he did it himself) Online editorial schedule
Remember what Ice Cube says, check yo self
Who hear knows difference between person and public profile? Nielsen report average U.S. Internet user spends 421 minutes, that ’s more than 7 hours, per month on the site That ’s about 14 minutes per day, up from 9.3 minutes per day 1.5 years ago more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined .
What do these have in common? We do this for Gustavo, but if you have a friend… Gustavo has more than 429k Giora has 35k What does these pages have in common? Both authentic Updated frequently Offer a variety of content
Chad Smith, VP of Artistic Planning quote
In addition to monitoring what’s on YT, good to be creating content David Popper, cello etudes Mezzo Jennifer Rivera, has some technical skills
How many of you are on Twitter? Trending conversations: Omniscient Mussel ’s Operaplot
Two of my favorite tweeters Both authentic Reply and retweet Post frequently Have a “voice”
Even with FB and Twitter, email is one of the most important online platforms for promoting classical music. According to the same Pew Internet study, most ubiquitous online activity Clearspring Technologies recently released a report on how people shared information online in 2010, and it that stated the email was the second most popular method for sharing info next to Facebook. In fact, 38% bigger than Twitter. No dependent on the survival of 3 rd part platforms like FB or MySpace (reference map…how quickly things can change) Relatively cheap and easy to do.
Mail Chimp free under 2k contacts
One you have the basics covered, if you’re interested in doing more you can consider…
Uncle Ben from Spiderman
2012 Met National Council Presentation
+Being a Classical Artist in theInternet Age: DIY Digitalby Sean Michael GrossVice President, 21C Media GroupA Presentation for the Metropolitan OperaNational Council Semi-Finalists
+ How Artists Reach Audiences The Old ModelMIDEMNET ACADEMY 2011 - Marketing Module All courses to be available on: www.midem.com/academy
+ How Artists Reach Audiences The New ModelMIDEMNET ACADEMY 2011 - Marketing Module All courses to be available on: www.midem.com/academy
+ The Bottom Line 1. If you don’t have a website, get one 2. Pick one or two social media platforms and do them well 3. Update everything frequently and regularly 4. Be mindful of what you postMIDEMNET ACADEMY 2011 - Marketing Module All courses to be available on: www.midem.com/academy
+ Email? That’s so 1998!But consider this…•Most ubiquitous online activity•38% bigger than Twitter•Platform independent•Easy to do!
+ Email Tips • Sign-up form on your website • Collect addresses at live events • Send updates regularly • Link to webiste & social media • Do not buy, sell, or share lists! • Optional: use software like Mail Chimp
+ To Recap 1. If you don’t have a website, get one 2. Pick one or two social media platforms and do them well 3. Update everything frequently and regularly 4. But be mindful of what you post!MIDEMNET ACADEMY 2011 - Marketing Module All courses to be available on: www.midem.com/academy
+ Recommended Reading Books •The New Rules of Marketing & PR by David Meerman Scott Blogs •http://mashable.com •http://sethgodin.typepad.com •http://www.webinknow.comMIDEMNET ACADEMY 2011 - Marketing Module All courses to be available on: www.midem.com/academy
+ Thank You • Questions • Comments Contact me: • Feedback Sean Michael Gross Vice President, 21C Media Group Email: firstname.lastname@example.org Twitter: www.twitter.com/seanmgrossMIDEMNET ACADEMY 2011 - Marketing Module Web: www.21cmediagroup.com All courses to be available on: www.midem.com/academy