The document discusses how marketing strategies for music labels need to shift from "shouting" promotional messages to engaging in conversations with fans. It notes that attention is now fragmented across many online platforms, and fans want to be treated as people and listened to. The document advocates connecting with fans by participating in online conversations to understand what they want and build trust over shouting promotional messages. It provides examples of music labels representatives respectfully engaging with fans online to discuss upcoming releases.

1. Joining The Conversation Transforming from “BUY THIS!” to building relationships through new technologies and giving attention

2. Why Are We Here?

3. Why Are We Here? To sell records? To Make BP? To get people to pay for something they can get for free and punish those who seek alternate options?

4. Why Are We Here?

5. Why Are We Here? To connect with music lovers

6. Why Are We Here? To connect with music lovers To share our expertise, encourage passion and listen in order to increase fans enjoyment of a wide range of music

7. Why Are We Here? To connect with music lovers To share our expertise, encourage passion and listen in order to increase fans enjoyment of a wide range of music To increase consumption of music via various legal means

8. Old Marketing Method

9. Shouting!!!!!! From our perch up here On Sony Mountain, we Bequeath upon you The “Ten” Legacy Edition! Buy it Now or else! Umm.. Who are you And why should I listen To anything you have to say? You certainly aren’t listening to me! I don’t need you to tell me what To like anymore! #$^@ off, you Evil Record Label!

10. Shouting!!!!!! Previously effective because there were limited spaces people could pay attention TV A few music magazines Radio Stations iTunes So reaching a large number of people was easy and effective.

11. But now… 60 million MySpace Profiles each with music (and that’s just MySpace)

12. But now… 60 million MySpace Profiles each with music (and that’s just MySpace) Friends play a more important role than ever

13. But now… 60 million MySpace Profiles each with music (and that’s just MySpace) Friends play a more important role than ever Places like encourage music exploration

14. But now… 60 million MySpace Profiles each with music (and that’s just MySpace) Friends play a more important role than ever Places like encourage music exploration More online conversations than ever are happening about music.

15. But now… 60 million MySpace Profiles each with music (and that’s just MySpace) Friends play a more important role than ever Places like encourage music exploration More online conversations than ever are happening about music. It’s vital that we be a part of the conversation

16. But how?! There are many new ways people are having public conversations about all kinds of things, including music

17. But how?! There are many new ways people are having public conversations about all kinds of things, including music Their attention and trust is something that must be re-earned

18. But how?! There are many new ways people are having public conversations about all kinds of things, including music Their attention and trust is something that must be re-earned This time, the theme of our interaction isn’t Shouting, it’s

19. Conversation Hi, I’m Jeremy, I work at Sony. I saw you were talking About Pearl Jam. We’re working on A reissue of “Ten” in 2009, what would Make it super cool for you? Thanks for asking! There’s a demo version of “Jeremy” That all my PJ fan friends downloaded, maybe you could include it?

20. Conversation Supercool, yeah we know About that, we’re working to include it I hope you and your friends Enjoy. Hey, these guys are Really listening to us.

21. Conversation Supercool, yeah we know About that, we’re working to include it I hope you and your friends Enjoy. Hey, these guys are Really listening to us.

22. Where is this happening Two examples of sites with conversation happening are:

23. The Demo Part

24. Some thoughts People are talking online, we can be a part of the conversation.

25. Some thoughts People are talking online, we can be a part of the conversation. Conversation engages people, shouting is easily ignored

26. Some thoughts People are talking online, we can be a part of the conversation. Conversation engages people, shouting is easily ignored Fans want to be dealt with like people and with respect

27. Some thoughts A good start: Even Better: H&R Block, Starbucks, Dunkin Donuts

28. Two quotes (the “other people said it so it must be right” slide) “ We might have to wait for the next generation of marketers to move the agenda and investment from shouting to conversation , from impressions to meaningful interactions and from mass to my .” – Tom Chapman, Capital C Communications (Hallmark, Mazda, Nissan, PepsiCo, McDonalds, Samsung) “ Social media is about a lot of things, but not shouting at your customers. And that's exactly what you're doing when you force information down the pipeline without making yourself available for a real conversation with its recipient. Social media isn't a broadcast. It's a whisper. […] And it's closely related to listening. Social media has set the table, and your conversation partner is waiting to hear what you have to say. There's no need to shout. They're listening, and expect you to do the same.” – Valeria Maltoni, ConversationAgent.com, FastCompany Expert Blogger, co-author of “The Age of Conversation”

29. What do you think?