Who Influences the
Influencers?
Allcontent©2012,ProprietaryandConfidential
Tweet Qs Using
#DarkerMusicTalk
sAlso, I’m
@ronschott on
Twitter. Don’t use
@rs...
Hi. I’m Ron.
WHAT IS INFLUENCE?
Dictionary Says…
Noun:
The capacity or power of persons or things t
o be a compelling force on or produce effect
s on the
...
In the Digital Space…
We look at influence essentially the same
way, we‟re just able to measure it a bit
better.
The Math Behind the Measure
How closely-tied
they are to a
topic/event
How many
people see their
content
Ability to create...
THE RISE OF INFLUENCE
Influence and Word of Mouth
Aren’t New
The idea that influence
and word of mouth are
new… is wrong.
In the markets of old,...
The Evolution of the Influencer
Internet
“Access is
King”
Social Web
“Content is
King”
Real-time
”Context is King”
„90s
„0...
Allcontent©2012,ProprietaryandConfidential
Connected.
Mobile.
Open.. 37 %
UK mobile
phone
users use
social
media
HOW DOES THIS APPLY TO
MUSICIANS?
You Have to Cut Through the Noise
One of the great things about music is there
are tons of musicians out there. That also
...
People Who Make Decisions Don’t
Always Come up with the Ideas
Yeah, there are people at labels and that
handle bookings th...
The Influence Pyramid
Top-Tier: Your
columnists, industry
pundits, etc.
Mid-Tier: Empowered
bloggers, etc.
Bottom-Tier: Ex...
The Influence Pyramid
Top-Tier: Your
columnists, industry
pundits, etc.
Mid-Tier: Empowered
bloggers, etc.
Bottom-Tier: Ex...
OK RON, HOW DO WE
CONNECT WITH INFLUENCERS?
Find Your Voice on Social
You know who you are as an artist/group. Take that
and put it online. Even if you don‟t see your...
OK… MAYBE
SOCIAL ISN‟T
ALWAYS
GOOD
Listen
Listening is one of the most important parts of life. Listening and learning from
conversations goes a long way in ...
See who‟s talking about you and even add
them to a (private) list so you can keep
track of your fans
Act
Engage with your fans, other bands, and
industry people. You don‟t have to just sit on
the sidelines.
*Shameless Seattle Plug
But seriously… Mackelmore (and Ryan Lewis) focus with an intensity on their fans.
They regularly t...
Show
Give your influencers a look behind the
curtain. It‟s that connection to you as an
artist that fuels their conversati...
Have Fun
You don‟t create music because you want to
be rich… that‟s just going to happen
eventually 
Having fun and inter...
ONE MORE THING…
Allcontent©2012,ProprietaryandConfidential
F*CK
THE
HATERS
TH*NKS
Ron Schott - Who influences the influencers? (Darker Music Talks August '13)
Ron Schott - Who influences the influencers? (Darker Music Talks August '13)
Upcoming SlideShare
Loading in …5
×

Ron Schott - Who influences the influencers? (Darker Music Talks August '13)

456 views

Published on

Video: http://www.tommydarker.com/music-talks/archive/ron-schott-who-influences-the-influencers

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
456
On SlideShare
0
From Embeds
0
Number of Embeds
117
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Be in the business of Social BusinessSocial related Synopsis:  Some technologies affect culture and business much more than others - the printing press, TV, the internet – we’re now seeing this all over again with social technology.  Whilst humans have also been social creatures technology is enabling us to connect, share to participate like never before.  Like with all things human the consequences are good and bad.  Businesses need to adapt and embrace or evolve or die.   We argue that brands have to get involved and offer a view as how to go about it.  We talk ‘Social Business’ which is so much more than running a Facebook page – we discuss organisational best practices, real time insights and how to act on these.
  • HEAD OF SPRING CREEK UK – PART OF IPG MEDIABRANDSWorked on Microsoft brands in the U.S. and globally since 2008 on Office, IE, Windows, XBOX, Windows Phone, SharePoint, Visio, SQL Server – actually started and manned the Windows, IE, and Office Twitter and Facebook presences – and did a lot of Forum work – Bing search for RonS - WindowsTeam
  • Since the dawn of time, there have been inventions that change the way humans live, but also change the way they do business. The wheel brought ease of transport, giving people the ability to move themselves and good more easily. The printing press brought the spread of knowledge, creating exact copies of texts and images that could be mass produced and spread throughout the land. The television gave brands a direct line into the home that went beyond audio and brought moving pictures and stories.The internet, even in its infancy, was connecting people, places, and things into what was then called the world wide web, but has evolved into this always-there, always-on internet of things.
  • The ideas of social aren’t new… they’ve been around since the bazaar. People, communicating and sharing, influence their peers and provide ways to gain more information and develop preferences for all kinds of things. Social on the web isn’t necessarily new either… message boards and forums served as the water cooler of the dial-up modem age, giving users a chance to meet, share, and discuss topics that were interesting to them in a digital space.RSS was created as a way to filter conversations from the wider web into an easily-consumed feed that brought users only the information they wanted to know from the sources they trusted and depended on. That was really one of the first steps in content filtering and selection that’s so prevalent in the world today.
  • Consumers are changing…Consumers are more connected, with many of them having far more digital relationships (with people and brands alike) than actual relationships.They’re mobile – Smartphones make up 62% of the mobile phones in the UK. Of the mobile users in the UK, 37% are also using social media on their phones.They’re more open. People are more likely to share information on the web today than they were last year, and the year before that. In fact, Mark Zuckerberg proposed a model similar to Moore’s Law saying that the amount of information shared by users would double every year. So far, that’s been mostly true. With more and more of the world’s population joining social networks every day, we’re no longer simply searching the internet for information, we’re using connections to friends, brands, and content to create personalized experiences that provide us with virtual interactions and experiences. While this started on an individual level, it quickly spread to the business world as brands realized the value in one-to-one and one-to-many conversations they could have using social. Today, consumers expect brands to be there to talk with them on the likes of Facebook, Twitter, and more. They expect answers and resolutions under their terms, not those set forth by a customer support center. They’re also turning to their friends for information before purchase – just like they have since the days of the Bazaar, but they’re doing it more easily and more often, with less actual investment through the connetions and sharing provided by social.As the consumer becomes more connected to information about their friends and their relationships with brands/products, they are quickly changing the consideration and purchase process, causing brands and businesses to change the way they think about their sales cycle – transforming it for the social age.
  • The idea of social business is one that’s been floating around for a while, but there’s been a bit of discussion about what it truly means.
  • Ron Schott - Who influences the influencers? (Darker Music Talks August '13)

    1. 1. Who Influences the Influencers?
    2. 2. Allcontent©2012,ProprietaryandConfidential Tweet Qs Using #DarkerMusicTalk sAlso, I’m @ronschott on Twitter. Don’t use @rschott… That
    3. 3. Hi. I’m Ron.
    4. 4. WHAT IS INFLUENCE?
    5. 5. Dictionary Says… Noun: The capacity or power of persons or things t o be a compelling force on or produce effect s on the actions, behavior, opinions, etc., of others.
    6. 6. In the Digital Space… We look at influence essentially the same way, we‟re just able to measure it a bit better.
    7. 7. The Math Behind the Measure How closely-tied they are to a topic/event How many people see their content Ability to create action+ + Relevanc e Reach Resonance
    8. 8. THE RISE OF INFLUENCE
    9. 9. Influence and Word of Mouth Aren’t New The idea that influence and word of mouth are new… is wrong. In the markets of old, it was word of mouth that drove commerce.
    10. 10. The Evolution of the Influencer Internet “Access is King” Social Web “Content is King” Real-time ”Context is King” „90s „00s „10s
    11. 11. Allcontent©2012,ProprietaryandConfidential Connected. Mobile. Open.. 37 % UK mobile phone users use social media
    12. 12. HOW DOES THIS APPLY TO MUSICIANS?
    13. 13. You Have to Cut Through the Noise One of the great things about music is there are tons of musicians out there. That also means you‟re constantly having to raise your voice, just to get heard
    14. 14. People Who Make Decisions Don’t Always Come up with the Ideas Yeah, there are people at labels and that handle bookings that may be as in-touch as some, but in most cases – they‟re not. Who‟s influencing them?
    15. 15. The Influence Pyramid Top-Tier: Your columnists, industry pundits, etc. Mid-Tier: Empowered bloggers, etc. Bottom-Tier: Excited and passionate fans and individuals typical
    16. 16. The Influence Pyramid Top-Tier: Your columnists, industry pundits, etc. Mid-Tier: Empowered bloggers, etc. Bottom-Tier: Excited and passionate fans and individuals flip-that-on-its-head
    17. 17. OK RON, HOW DO WE CONNECT WITH INFLUENCERS?
    18. 18. Find Your Voice on Social You know who you are as an artist/group. Take that and put it online. Even if you don‟t see yourself using them much, it‟d be beneficial to start profiles on: • Twitter • Facebook (Page, not profile… snag Instagram while you‟re at it) • YouTube • Tumblr • SoundCloud • MySpace (What? Yes.) • PureVolume
    19. 19. OK… MAYBE SOCIAL ISN‟T ALWAYS GOOD
    20. 20. Listen Listening is one of the most important parts of life. Listening and learning from conversations goes a long way in connecting with influencers. People are constantly talking about • What artists they like (and don‟t like) • What gigs they went to (or are going to) • Experiences they‟ve had And each of those can play into how artists and groups can connect with them.
    21. 21. See who‟s talking about you and even add them to a (private) list so you can keep track of your fans
    22. 22. Act Engage with your fans, other bands, and industry people. You don‟t have to just sit on the sidelines.
    23. 23. *Shameless Seattle Plug But seriously… Mackelmore (and Ryan Lewis) focus with an intensity on their fans. They regularly talk with them (and not just since they got big)… and they credit them with helping them get to where they are today (instead of the crappy club I first saw them perform in).
    24. 24. Show Give your influencers a look behind the curtain. It‟s that connection to you as an artist that fuels their conversation and creates passalong. Give them something first, before it goes wide…
    25. 25. Have Fun You don‟t create music because you want to be rich… that‟s just going to happen eventually  Having fun and interacting gives you a chance to stay connected (no matter how much you‟re not) to your fans and influencers.
    26. 26. ONE MORE THING…
    27. 27. Allcontent©2012,ProprietaryandConfidential F*CK THE HATERS
    28. 28. TH*NKS

    ×