social media marketing for business, entertainment & music
DESCRIPTION
Musicians, artists, and entertainment business leaders have content that everyone around the world wants. Maximize your exposure by using social media for creative and business success.TRANSCRIPT
1
Teri Thompson, President
Rocky Peak Enterprises, LLC
@TeriThompson1
Social Media Marketing
for Business,
Entertainment & Music
Presentation at the Music Institute
Hollywood, California
Thursday, January 31, 2013
Teri Thompson
Austria Cuba
Canada
3
•One Tweet – a message with no more than 140 characters – turns into $33 million-plus in Haitian disaster relief •A Town Hall meeting on transportation systems in Orange County, California is viewed in real-time in •Russia •Western Europe • Asia •Former struggling competitors are thriving by sharing customers
Consider The Following
IF NOT FOR YOURSELF, THEN FOR YOUR STAKEHOLDERS •100,000 people a day are joining a community somewhere around the world •Audiences and consumers are relying on each other for buying decisions
“Reviews are the New Advertising” “Conversation is Currency” •Be aware of how to harness these platforms for professional and personal branding •Stay relevant and in business
WHY SHOULD I CARE?
2010 United States Library of Congress Archive all tweets from 2006 into the future for
historical purposes
“Plane on the Hudson”
“ Arrested” Stanford student
Real-time is simultaneously becoming history
What is Social Media? Defined
Free digital platforms
that support conversation
within a community
Media that is Social
New Tools
Instead of one-to-one
It is one-to-many
What is Social Media? Reach
United States -Popular
Facebook 1 Billion +
Twitter 478 Million +
LinkedIn 175 Million+
YouTube 2 Billion videos per/day
Pinterest 27 Million
Blogger & Tumblr
International
QQ, Qzone, Weibo Sina, Kaixin,
– Ren Ren
Xing, StudiVZ , V Kontakte
9
Digital Natives (Mark Prensky – Harvard Univ)
10
•Generation Y, Generation Net redefined
•Males /Females under 35 years of age
•In U.S. 90 million
•Outnumber Baby Boomers 70 million = “Youth Bulge”
Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.”
Boston, Harvard Business School Press, 2004. 1-2.
Why Now? Perfect Storm
Free
Technology
Global Recession
Digital Natives
11
Communications
Shift
Small Business Survey
Social Media Understanding Gap
2 in 5 reported Word-of-Mouth main way
they got business
Research: eMarketer.com Hiscox June 2011
No Control!
FEAR
14
Manage the Conversation
Social Media Conversation Strategy
Rule #1
Start with Listening:
– Where the conversation is taking place about
you, your product, brand, industry
– The Voice of:
the individual 1st, 2nd, 3rd layer
the community
Find the Influencers
Empower
Audience, customers, consumers, clients, friends, followers
Rule #2 - Social Media Strategy
Rules of Engagement
Openness
Transparency
Truthfulness
Authenticity
Adding Value
16
Social Media Strategy
Rule #3
Keep the same branding -
name & graphics/color
across all social media platforms
for brand consistency
&
Link them!
17
Social Media Strategy
Rule #4
Develop a brand “persona” as your
voice/image on social media
18
Social Media Strategy
Rule #5
Develop content YOU would like to receive.
Put this shareable content in the hands of
influencers
19
Power Tweets
http://www.youtube.com/watch?v=zjT3z_qlq7g
Singing “Tweetagrams”
The Rockabellas by Orange
http://www.youtube.com/OldSpice#p/c/484F058C3EAF7FA6/4/_-fLV28SkZ8
http://www.youtube.com/watch?v=owGykVbfgUE
Isaiah Mustafa – Old Spice:
“The Man Your Man Could Smell Like”
Weiden +Kennedy
Custom Tweets/Responses - JS Beals
Arkitect Beats
Promoting Music/Beats for artists and companies to use for personal or commercial needs
Nic Adler – “How Social Media Saved
The Sunset Strip”
Transformed and revitalized business at the Roxy and along Sunset =
“The Social Strip”
RETHINK
COMPETITION
Competition Transforms into Co-Opetition
Business Building
23
Sunset Strip Music Festival
Step 1: User reaches landing page and connects to
twitter Step 2: User authenticates the PromoJam
application
Step 3: User is presented with the tweet and clicks
to post Step 4: User is authenticated to access the
“exclusive” page to download, view, grab a promo
code and more!
RETWEET FOR CONTENT
25
Awareness Building = Ratings = Sales
Starring Jennifer Garner
Gaming as 360° Engagement
26
Business Case for Blogging
Companies that blog:
•Generate 67% more leads per month
•Generate 55% more website visitors
•Have 434% more indexed pages
= more leads = more sales
Resource: eMarketer 2011
27
Facebook for Real Estate
• 35% of buyers in the U.S. said
they used a social media site for
recommendations before buying
property.
“Social media has turned into a
platform where buyers are more
influenced by their close networks –
primarily on Facebook.”
Source:SocialAppsHQ
Advertising & Sales Channel
28
29
LinkedIn Demographics
•Typical profile
Personal Branding
Brand “YOU”
•Consider your focus:
1. What are your attributes?
2. What brand are you trying to build?
3. Why?
4. Do you want to become an expert?
5. Do you want to establish your
• Company’s name
• Own name
• Both
6. Go niche
• Consistent handles across all platforms
• LinkedIn Profile a Must with BranchOut catching up
Entertainment Social Media
Leading Edge
CONTENT
Thank You – AMA & Music Institute
• Embrace The
Future
• Empower
Yourself
• Lead the Way
Teri Thompson www.powerrtm.com
@TeriThompson1
FB: Teri.Thompson1
LinkedIn: TOThompson