lecture slides thru 1:31
TRANSCRIPT
Social Media Revolution by Eric Qualman
Social Media Revolution by Eric Qualman
http://www.youtube.com/watch?v=TXD-Uqx6_Wkhttp://www.youtube.com/watch?v=TXD-Uqx6_Wk
Some Take - Aways
Some Take - Aways
Some colleges not issuing emails…b/c Email is passé to exertions Y & Z
50% of world’s population is 30 & under
Youtube is 2nd largest search engine
$6 billion spent on virtual goods in social gaming vs $2.5 billion on movies
34% of bloggers / Twitter users are reviewing brands, music, etc.
90% of consumers trust peer reviews vs. 14% that trust advertising.
Topspin D2F Revenue Evaluation
Topspin D2F Revenue Evaluation
http://www.topspinmedia.com/2010/02/marketing-with-data
From: January 2011
Some Take - Aways
Some Take - Aways
Some colleges not issuing emails…b/c Email is passé to exertions Y & Z
50% of world’s population is 30 & under
Youtube is 2nd largest search engine
$6 billion spent on virtual goods in social gaming vs $2.5 billion on movies
34% of bloggers / Twitter users are reviewing brands, music, etc.
90% of consumers trust peer reviews vs. 14% that trust advertising.
What is Cyber P.R.®?
What is Cyber P.R.®?
CYBER PRCYBER PRA process where Social Media (with engaged behavior), P.R. (outreach and some processes) and Online Marketing intersect with the use of appropriate Analytics
1. Premise: Very Small % of Artists Gain Exposure on Major
Media
1. Premise: Very Small % of Artists Gain Exposure on Major
MediaMedia is EVERYWHERE
Mastering ‘micro-media’ can create future for yourself
(musician &/or in P.R.)
Longtail of media: small media feeds larger media
Media is EVERYWHERE
Mastering ‘micro-media’ can create future for yourself
(musician &/or in P.R.)
Longtail of media: small media feeds larger media
Some TargetsSome
Targets
Blogs
PodCasts
VidCasts
Internet Radio
Blogs
PodCasts
VidCasts
Internet Radio
It’s NOT really about getting the P.R. - it is what you DO with the P.R.
after you have secured it.
It’s NOT really about getting the P.R. - it is what you DO with the P.R.
after you have secured it.
The PitchThe
Pitch
youtube.com/watch?v=9fbVbK8Ou3syoutube.com/watch?v=9fbVbK8Ou3s
youtube.com/watch?v=FDgalqBesB8youtube.com/watch?v=FDgalqBesB8
How To Create a Perfect PitchHow To Create a Perfect Pitch
http://www.youtube.com/watch?v=VznkpMn1HU0
Your Pitch - 15 Seconds Can Change Your Life
Your Pitch - 15 Seconds Can Change Your Life
http://www.youtube.com/watch?v=CGMFvt6Bh_8
Example - DalaExample - Dala
JUNO award-winning, DALA, features vocal harmonies guaranteed to give you chills. Duo members Sheila and Amanda also make use of their considerable talents on guitar and piano to create a unique brand of acoustic pop. Their fun and energetic stage presence has made DALA a fan favorite at festivals across the country.
It takes every artists at least a decade to go from the River View to the Main Stage, it took Dala 4 hours - Quint Davis, Founder New Orleans Jazz & Heritage, Buyer Newport Folk Festival Festival
Example - Zach Deputy
Example - Zach Deputy
Island Infused Drum ‘n Bass Gospel Ninja Soul
Segmentation
SegmentationAggregating of prospective buyers into
groups (segments) that have common needs and will respond similarly to a
marketing action.
Aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a
marketing action.
Identifying Demographics
Identifying DemographicsUse Quantcast.com
Develop & study mailing list (geographic - zip codes & IP Addresses)
Survey mailing list
Social media analytic tools (i.e. Facebook Insights)
Examine similar artists in genre (geography, demographic, et al)
HOWEVER...
HOWEVER...
Music fans are hard to pigeonhole
Online, people tend to group together based on shared values and interests
Let the artists’ values help develop these groupings
Psychographics & Behavioristic
EXAMPLE
EXAMPLE
THE DECEMBERISTSTHE DECEMBERISTSAre known for:
Their eloquent and highly cerebral lyrics
Their public support of Barack Obama
Their love of 1960s British folk music.
based on article by Mike King from Berklee College’s Online Marketing with Topspin course
THE DECEMBERISTSTHE DECEMBERISTSBased on these psychographic traits, it could be surmised that:
Literate (college and graduate students / graduates, avid book readers). Demographic.
Politically left-leaning. Psychographic.
Consumers who have an extensive music collection (which covers '60s British folk). Behavioristic.
based on article by Mike King from Berklee College’s Online Marketing with Topspin course
We Can Target Fans
of...
We Can Target Fans
of...
Nick DrakeNick
Drake
David Sedaris
David Sedaris
Rachel MaddowRachel
Maddowbased on article by Mike King from Berklee College’s Online Marketing
with Topspin coursebased on article by Mike King from Berklee College’s Online Marketing
with Topspin course
Facebook Graph SearchFacebook Graph Search
About: https://www.facebook.com/about/graphsearch
Article: http://evolver.fm/2013/01/15/facebook-graph-search-ties-music-to-everything-else/
Blogs & Podcasts
Blogs & Podcasts
British Folk Music Blogs and PodcastsBritish Folk Music
Blogs and Podcasts
David Sedaris Fans Blogs and PodcastsDavid Sedaris Fans Blogs and Podcasts
Rachel Maddow Fans & Progressive Politics Blogs
and Podcasts
Rachel Maddow Fans & Progressive Politics Blogs
and Podcasts
SOme Blog / Podcast & VidCast Search Tools
SOme Blog / Podcast & VidCast Search Tools
Google Blog Search
Google Blog Search
www.google.com/blogsearch
“The Hype Machine keeps track of what music bloggers write about. We handpick a set of kickass music blogs and then present what they discuss for easy analysis, consumption and discovery. This way, your odds of stumbling into awesome music or awesome blogs are high.”http://hypem.co
m/
Ice Rocket
Ice Rocket
http://www.icerocket.com
/
http://www.podcastdirectory.com
/
Categories
Podcast AlleyPodcast Alley
http://www.podcastalley.com
/
iTunes PodcastiTunes Podcast
http://www.apple.com/itunes/podcasts/
*
Video Podcasts.TV
Video Podcasts.TV
http://www.videopodcasts.t
v/