1. Social Media Presentation

2. Music Promotion and Marketing with Social Media Networking

Thomas Heymann

-ex-Vice President Strategic Marketing Warner Music Australia

-ex-PM Sony Music Germany & Australia

-www. themusicconnection .com.au

- Management (Ophelia Of The Spirits, etc)

- Label (Emigrate, Veto, Beatsteaks, Polarkreis 18, Robert Wells)

- Consultancy (Rammstein, COG, Dukes Of Windsor)

Social media consultancy (AIM, MySpace)

As of September 14 Director Of The Undergraduate Arts Management Program at AIM

www.myspace.com/themusicconnectionoz

http://twitter. com/themusicconnect

3. The Old Content-Conversation Relationship

Content is:

• • - created by corporations professionals

• • - consumed by consumer

and never the two shall meet

Consumer will pay for content

Content is an end unto itself

Source: Joseph Jaffe, Join The Conversation 4. Social Networking

1 /4 of the world population are on the internet

5 Million Broadband households in Australia and growing

WEB 2.0 revolution 2006/2007 = SOCIAL NETWORKING

Building online communities who share interestsand activities

Exploring interests and activities of others

Powerful new ways to communicate and share

5. Social Networking

Key points from the ComScore report:

3 out of 4 Australiansvisited a social networking site in June 2009

Over 70% of Australian internet users visited a social networking site in June,

a29% risefrom the same time last year

Nearly9 million Australians visited a social networking site in June ,

making it one of the most popular content categories on the Web

Facebookled as the most-visited social networking destination,

with more than6 million visitorsandgrowth of 95%from the previous year

MySpaceranked second with3.5 million visitors, up 5% ,

followed byWindows Live Profilewith nearly2 million visitors

Twitterwitnessed themost substantial growth ,surging to800,000 visitorsin June,

up from just 13,000 visitorsa year ago

Also check:http://www.youtube.com/watch?v=sIFYPQjYhv8

6. Social Networking

Complimentary with marketing and promotional activities

Most relevant in Australia:

• - MySpace

• - Facebook

• - Twitter

7. Social Media, User Generated Content,the Prosumer

The prosumer has replaced the consumer in music:

• -Building Connections

• -Beating The System

• -Making A Difference

Todays consumer is generating, creating, sharing, mashing, tagging,

commenting, giving kudos, open sourcing

How will you cut through?

Source: Jaffe, Joseph (Join Conversation)

8. Web 2.0 Online Collaboration 9. 10.

Globally MySpace reaches 22.4% of global internet users( www. nielsenmedia .com)

Number 1 social music site in the world

Customisation - create your own design

Popularity measured by view, friends and plays

Relevant content: music streams (up to 10 songs), videos, photos

Relevant for music (A&R, promotion, marketing)

300,000 Australian artists on MySpace

Breaking news: Myspace just purchased music recommendation service iLike)

11. The Future 12. Create & Maximise the Potential of Your Profile

Provides another way for marketers to connect with consumersin a creative and engaging way

Create an ongoing 2 way dialogue with your audience/customers

Encourage your customers to interact with your Brand around the content, opportunities and experiences you create with your profile

13. Whats the Point?

Build brand advocates

• - Their communication creates participation within community

• - They spread your messages virally through their networks (WOM)

This provides an extra marketing and promo platform to engage with your audienceextending your reach into:

• - New market segments

• - New audiences and

• - New channels

Building your MySpace community enables you to:

• - Start to cross-pollinate between your marketing platforms

• - Driving traffic between your profile and othercommunication channels

ACTION:Add MySpace URL to all your marketing collateral!

14.

Make MySpace your Voice by following the

ten commandments of GOOD CONVERSATION

• • • • Natural

• • • • Honest

• • • • Balanced

• • • • Open

• • • • Organic

• • • • Timeless

• • • • Valuable

• • • • Heated

• • • • Viral

• • • • Productive

Source: Economist 2006, Jaffe, Joseph: Join The Conversation

Social Media Is Conversation 15.

Be human

Humans have moods, opinions, and interests so highlight them!

Dont be a black hole - Users are infinitely more likely to send messages, comments and interact if they believe they are getting through to someone

People will interact with real people

Giving the profile a personality will allow your community to feel a sense of ownership, personalisation and loyalty to your brand

Keep in Mind 16.

Utilise WOM (word of mouth) marketing tactics

Idea making sure that what you have to say/promote is inspiring so that people want to spread the word to influential people

Be organic allow things to unfold & grow virally

Be transparent increases trust and retention

Observe the conversation you create resist

the temptation to respond/moderate too soon

Dont Spam!

Keep in Mind 17. Design Tips

Embody your brands persona- in your profile design, any downloads, tools, and viral elements

Ensure consistency- MySpace profile and other marketing mediums

The skys the limit- Customise your profile with the high degree of MySpace flexibility!

18. Design Tips

MySpace Music Band Profile Template has just launched

• -Easy way to customise and personalise profile

• Great for people with limited HTML knowledge

• For more info :myspace.com/musicsupport

19. Appeal to Your Audience

Friends

Your Top Friends nearest and dearest,share the same vision/goals or online friends who have been supportive

Rotate your Top Friends periodically

If your best friends favoured organisations are not on board encourage them to register a profile so you can network

Keep your profile as up-to-date as possible

20.

Content

Strike a balance- between niche content and that which will appeal to a wider audience

Use your profile as your voiceand reflect the positioning of your content and offerings

Offer secure exclusive Breaking Newsor info for your MySpace friendsand they will support you in return

Encourage feedback communication is key!

Appeal to Your Audience 21. And the Winner is

Competitions

Feature a high value over arching prize and a large quantity of runner up prizes

Keep the entries visible

Keep the entry mechanism as simple as possible

Encourage entrants to spread the word about the competition to their Friends for example get them to add your profile to their Top 8 Friends

Frequency

22. And the Winner is

Tell people about it!

On MySpace use a combination ofbulletins, blogs and status updates which appear in users feeds

Off MySpace make sure you include in your newsletters, EDMs, offline, etc

Bulletins Blogs Status Updates 23. Status & Mood Updates Get in the habit of updating regularly not once every few weeks Spark interest from your status and drive users to your profile

You can gain users interests and spark engagement by just changing your status and mood

Update at least once a day and during peak times (usually b/w 5-7pm)

24. Self promote yourself Ask questions

Let your MySpace Friends know what youre up to and spark a conversation

Keep updates short and sweetand be creative! For example ask questions

Status & Mood Updates 25.

Send bulletins when applicable (and min. 1-3x/week)

Posting too many promotional bulletins leads to your MySpace Friends tuning out

1 bulletin per topic - Present content as exclusive

Archive in your blog section

Bulletins remain in the users feed so consider when posting timely info

Its good to include a video response rates are typically higher

Action:Hyperlink all URLs included in bulletins to make it easier

for friends to get to where you want them to go

Bulletins 26. Bulletins HARDposts, 5 7 bulletins/day promoting their events too early before demand has built up = OVERKILL!!! Example of Bad Usage One-time Reminder Video embedded w/in bulletin Song embedded w/in bulletin Example of Good Usage Multiple reminders daily 27. Profile Song & Video Updates

Updating Songs & Videos

Update your profile song/playlist or video at least 1x/week

Choose material that will reflect your brands mood or personality that week

Encourage friends to send & submit videos to be posted on your page

These updates will appear in your friends feed

28. Blogs

Make your profile a one-stop-shop for everything your MySpace Friends would want to know or discover about your brand

Some ideas on what to blog about include:

• - Articles youre reading or articles which feature your brand

• - New happenings or topics of interest in your industry (news, gossip, etc)

• - Announcements/info about your brand/product or what youre developing

• - Trivia questions could be tied into contest(s)

• - Ask a Question of the day

29. Blogs

Use blogs to inform, generate buzz & spark discussion!

Make sure you send a bulletin to coincide and drive traffic to blog post

Theres an array of resources online which provide tips on effective blogging techniques however some specific practices we recommend include:

• Ask questions, post polls, spark conversations between users, push the needle to see what gets people engaged

• Try posting video blogs

• Showcase your content on all platforms (not only YouTube)

30. 31.

3.5 Million users in Australia (300 Million worldwide)

Facebook reaches 29.9% of global internet users

#3 web destination in Australia behind Google Search and Google

Easy to use (creating artist profile, post, events, music, video)

Link with iLike (share playlist, videos, streams) (breaking news: Just purchased by MYSPACE)

Limited customisation

Pure communication tool

32.

Address book/email

People you already know

Older audience compared to MySpace

Photos are the main channel after messaging people

Important to touch all platforms with the one voice

33. 34.

Upload, view and share videos

100 Million videos watched daily

50,000 videos uploaded daily

50% of videos are licensed music videos ( IFPI 2009 )

Create your TV channel! (The Pope has one!)

THE viral marketing tool for creative videos

THE tool to built anticipation (COG)

Mobile application

35.

Breaking News:

Susan Boyle attracting over 100 million views in just nine days of going live,

The clip did not earn revenue for neither Boyle nor the BGT production company.

Back in April this year, the Google owned video streaming service revealed the video was not monetized, denying Boyle potential earnings of over half a million dollars.

To combat this issue and to strengthen the brand, YouTube launched their Partnership Program (YPP) and nowO ne-Off videost hose that begin to attract a certain level of views, indicating a viral potential, will become eligible for the new program.

YouTube will contact the video sproducer, offering a chance to turn on monetization.

Once the video creator enables revenue sharing, YouTube will offer advertising spots to attach to the soon-to-be viral clip. (musicnetwork)

36.

www.tubemogul.com

A free service

Provides a single point for deploying uploads to the top video sharingsites all at once (inc. Youtube, MySpace, Vimeo, Google, plus more)

Powerful analytics on who, what, and how videos are being viewed

Tracks rich, standardized analytics- per-second audience drop-off- audience geography and much more

37.

M icroblog

Mobile primary use, but 60% of user update on desktop(!)

Status updates with max 140 characters

Follow and be followed

More than 2 Million users with more than 4 Million tweets posted every day

Early adaptors: Journalists, Politicians

Twitter pictures

Search daily trends

Great tool for established artists (1000+ followers)

Twitter GEOLOCATION just announced!

Criticism (hype, people talking at each other?)

Receive updates through Twitter website, RSS, instant messages,Twitterific, Facebook

Twitters is not narrative, what you say can be taken out of context!

38.

Streamline your reading with RSS feeds ( www. google .com/reader )

www.mashable.com,www.digitalmusicnews.com,www.emarketer.com, (useful resources for social media fans)

Check your friends update at one glance (www.tweetdeck.com)

Update all your status at one place ( www. pingfm .com )

Have a consistent presence on all Social Media sites, such as

MySpace, Facebook, Youtube, Wikipedia, Twitter, Flickr, Blogger, Last FM

Some overlap all have significant points of differences

Keep business and private separate

Monitor your online presence (Google Alert, Wikipedia)

Share your favourite sites with your friends

www. digg .com(social voting tool)

www.delicious.com

www. stumbleupon .com

Social Media How Much is Enough?? 39. Social Media But wait, theres more!!

Google rocks!

• • Google Analytics, Calender, Reader, Wave, Gmail, Blogger, Alert, Youtube

Social Networking via Mobile

• • iPhone, Twitter, YouTube, MySpace, Facebook

Monitor your social media presence (e.g. Dominos Pizza)

MySpace Mobile growth-(16% month on month)-unique visitors are up 50% since February

40. Advertise on Social Media!!

Advertising on Social Media sites provides a great Return On Investment (ROI) measure!

Just Remember:

Be creative (be natural, valuable, productive, heated, viral, )

Dont spam

Dont use webcrawlers or robots to hype yourself up (be honest, organic)

The status update is your most powerful tool of communication!

Ask your friends and followers questions. Start a conversation,run a competition

Dont be afraid of opinions and feedback! (be balanced, open)

Encourage an open dialogue with fans

41. See for yourself - QUICK CASE STUDY:Action:Develop a social media marketing strategy for an independent Australian Rockband album release Where :MySpace, Youtube, Flickr, Twitter, Facebook Tools :Videos, Music, Photos, Press release, competition, Live shows, banners Timing: Setup, anticipation, interaction, call to action Integrate with other Marketing & Promotion