Jermaine Dupri, CEO of So So Def Recordings, emphasizes the significance of social media in fostering relationships rather than just driving sales. He launched Global 14, a social network aimed at connecting people with shared interests, which now has over 30,000 members discussing various topics. Dupri views this platform as a model for co-branding through co-creation with his marketing partner, iCrossing.

1. Global 14:
Social Media Connectedness
Jermaine Dupri
CEO, So So Def Recordings and Global 14
@mr_dupri
David Deal
Vice President of Marketing, iCrossing
@davidjdeal
#PSFKSF2012

2. Hello, Global 14
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3. The old days: I talk through a gatekeeper.
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4. Along came social media
“Social networking is not about
driving monetary sales but
creating a relationship. That’s
your new role. To be available
and in touch with your audience
each and every day.”
– Bob Lefsetz, The Lefsetz Letter,
October 22, 2012
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5. Social creates gatekeepers, too – like Twitter
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6. Global 14 puts community back into social media
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7. Jermaine Dupri is the spark that lights the flame
Everyone talk to
me on this post
about the debates
im here lets go
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8. A call to action
BULLSHIT!!
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9. Global 14 is the talent pool for the next generation of
musical artists
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10. Welcome to the social CEO
Jermaine Dupri Wants to Be the Next
Big Social Media Mogul
Atlanta-based hip-hop mogul Jermaine Dupri is passionate about technology. He checks his
BlackBerry and iPhone incessantly, pops in his Bose earbuds every chance he gets and is addicted
to the popular video gameNBA 2K12.
But Dupri — the Grammy-award songwriter, rapper and producer known for collaborating with
artists from Jay-Z to Mariah Carey and for previously dating Janet Jackson for more than eight
years — calls social media his biggest tech love.
Although he has nearly 400,000 followers on Twitter, he sought a deeper need to connect with fans
and launched his own social network last year called Global 14. The platform, which now consists
of more than 30,000 members, gives people with common interests — from art and fashion to hip-
hop and R&B — a place to discuss projects and passions in over 1,100 groups.
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11. iCrossing and Jermaine Dupri: co-branding
through co-creation
“I believe that iCrossing and I are creating a model for co-
branding because of our focus on creating content together”
– Jermaine Dupri
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12. We are family
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13. THANK YOU