SoCon 2011 - Matthew Hawn - Last.fm
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Matthew Hawn - VP Product, Last.fm SoCon 2011- London, 17 Oct 2011 Brands and the Independent Web Don’t Outsource Your Social Media Strategy
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Matthew Hawn from Last.fm - presentation on social media strategy at SoCon2011, October 20th, 2011, ICO London.
Transcript of SoCon 2011 - Matthew Hawn - Last.fm
Matthew Hawn - VP Product, Last.fm SoCon 2011- London, 17 Oct 2011
Brands and the Independent Web
Don’t Outsource Your Social Media Strategy
http://www.flickr.com/photos/biscotte/
music is social
DiscoverListen Share
39M Registered listeners140M People via API72M Visits/month36M Unique Visitors/month360M Pageviews/month
600+ devices/software clients collect personal listening histories
800 scrobbles per second
59B scrobbles since 2003
Our Audience
5
LISTEN EVERYWHERE
Track your music playback history, on any one of 600 devices and music services
What we do
6
DISCOVER MORE MUSIC & EVENTS
Using your listening data, we make great music recommendations in the form of personalized radio and live gigs we think you will love
What We Do
7
SHARE DISCOVERIES WITH FRIENDS
Use social networks to recommend music to your friends
Publish your personal charts and Top 10 lists
What We Do
What does discovery look
like on the internet
For a lot of people in the early 1990s
For a lot of people in the late 1990s
For most people in most of the 2000s
For most people now
We’re at the crossroads in terms of what it will look
like for the next ten yearsThe Next Ten Years
Image: www.fantoon.com
This is the crossroads
Image: www.fantoon.com
WHO I KNOW
WHAT I LIKE
Image: www.fantoon.com
WHO I KNOW
WHAT I LIKE=
My Aunt Diane
My Ex-Girlfriend
Sasha
My Boss
Me,looking for new music
Evangelical
Christian Rock
Kenny G &
Smooth Jazz
Love songs about her new boyfriend
Image credit: http://blog.assetmap.com/
“Cities have the capability of providing something for everybody, only because, and only when, they are created by everybody.”
― Jane Jacobs, The Death and Life of Great American Cities
Social Capital The value created from interactions within people’s social networks.
http://www.briansolis.com/
Single Internet Identity
Highly personalized by algorithms using your interest
graph and social graph
Orients around your bias and your social circle
Multifaceted Identity
Less dependent on knowing your whole social and interest graph
Orients around passionate interest groups, experts and
“neighbors”
Independent WebDependent Web
Where is the social capital being generated and collected?
"It's not 'who you share
with,’
it's 'who you share as’.
Identity is prismatic.”
- Chris Poole, formerly of 4Chan to ReadWriteWeb.
Hello, my name is…
Who is really at the center of Timeline?
Five ways your social media strategy should build on the strengths of the independent web
Your audiences and customers are a diverse and multi-faceted bunch of individuals who are different people in different online places. Anonymity and pseudonyms are important to free speech and to creative people
Treat them that way. Let them be who they want to be in your community.
1Embrace the diversity and chaos of identity on the independent web.
Be on the social networks… but don’t build your house
there.2Social nets are about reach
and amplification but keep the conversation and real interactions on your home turf.
You should have your own forums and your own community managers.
Don’t outsource your community management.
It’s hard to naturally and authentically weave your brand messaging into a conversation.
Choose social media strategies and social tools that facilitate conversations between people in your community and they will talk about your brand values without your help.
Don’t just use social media as a loudspeaker to broadcast that brand message..
3 It’s not always about you.
Give your members and audience full control over how it is shared and used.
This is a trust issue, not a privacy issue.
This is almost impossible if you have given identity away to Facebook or Google
4 Be a Swiss bank with the data you collect.
Meet-ups, events and social campaigns that create walk-in traffic to your physical stores will help your brand resonate in the real world.
Go to the places your audiences go and join their gatherings. Participate.
Experiences are stronger than campaigns.
5 Translate your online strategies into offline events.
Social Media is about conversations.
There is no shortcut to meaningful conversations with your customers
or your audience
