1. Social Media, Audience and the Arts – An Introduction
For students of the School of Culture & Communications
The University of Melbourne
Antony Hing - Sept 2011
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Image Thomas Hawk – Flickr

2. Post GFC, social media and social commerce
are the new global growth zones
It’s a “cloud thing”, since the year 2000…
• 1 billion+ in social networks
• Online Ad Market $0 to $200B pa by 2015
• 140M new websites launched since 2008
• It might be called social but it’s also increasingly
competitive!
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3. Humans can’t help it: we need to belong
Seth Godin - Tribes

4. … how they shop,
live and learn
Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

5. Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

6. Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

7. Gamification – where ‘social’ began
Source: Marigo Raftopoulos – slideshare.net/Marigo/game-on-designing-for-a-playful-future

8. Gamification: a change tool for our future leaders
Source: Marigo Raftopoulos – slideshare.net/Marigo/game-on-designing-for-a-playful-future

9. and for solving today’s problems
Source: Marigo Raftopoulos – slideshare.net/Marigo/game-on-designing-for-a-playful-future

10. Key Takeaway 1
Whether you choose change,
or change chooses you,
consider how gamification can assist you
and your teams best deal with new
scenarios and futures, adopt new practices
and help shape customer behaviour

11. Commerce Engaged Social Commerce Stars
Laggards Socially Engaged
Source: Trendmaster – Global Web Index August 2011

12. Key Takeaway 2
You have to look beyond Australia (and the
other Laggard social economies) to truly
appreciate where the social universe and
its digital natives are heading

13. 12 months from now: beyond the PC
Current 1 year from now
Source: Trendmaster – Global Web Index August 2011

14. Tablets will spread the ‘social cloud’ faster, wider
1 in 3 will use tablets by 2015
When will your site be tablet-friendly?
Could your own ‘app’ give you an edge?
See articles by Tim Bajarin for more information and analysis

15. Social Commerce: $30B in 4 years to ‘$?’ in 6 to 10 years
Leaders are publishing their way
to success and claiming the
Trusted Authority space.
Why not you?
Additional information and commentary: KPMG ViewPoint April 2011
Scott Cass-Dunbar and Sean O’Byrne

16. ‘Social Advertising’ to
reach US$50B in 4 years*
* Of an estimated US$200B pie
Barry Salzman, Google’s Managing Director, Media and Platforms,
"The Future of Display Ads: 7 Predictions for 2015“ Jan 2011

17. The conversation around content is now king.
What is the future value of non-social brands?
Super-charged word of mouth will determine
the success or failure of brands

18. Key Takeaway 3
Social media publishing tools are getting
easier to use by the day.
Groups is an example of how
business people with almost zero ‘web 2.0’
experience can easily start publishing and
growing their own communities of interest.

19. is making social networks more valuable
“If you don’t use social media
you won’t get traffic”
marketing plans must integrate
social media because Google has made
social content a ranking factor…
Michelle Macphearson
Internet Marketing Authority, 22 Feb 2011

20. Social Media impacts all areas of Marketing
Additional information and commentary: KPMG ViewPoint April 2011
Scott Cass-Dunbar and Sean O’Byrne

21. Using Social Media To Aid Event Promotion
Tweets
Blogs & RSS Games
Video Posts & Location
s Reviews Based
Services

22. Reinforcing new modes and behaviours
Source: Marigo Raftopoulos – slideshare.net/Marigo/game-on-designing-for-a-playful-future

23. The new Marketing Manager’s profile
Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan
http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

24. Key Takeaway 4
• The practices of marketing, sales and
business communications will be among
the first to change as social commerce
becomes the ‘new normal’
• The actions of social are: connect,
engage, interact, respond and …
be present.

25. Rising demand for professional content is
coinciding with a surge in social commerce
Source: Trendmaster – Global Web Index August 2011

26. Professionals never had it so good
Source: Trendmaster – Global Web Index August 2011

27. Key Takeaway 5
• Those who learn how to originate and
publish content in a professional way
will be sailing into ‘blue oceans’
• Even if you don’t originate content,
curating and re-publishing it can still be
a ‘blue ocean’ activity
(a blue ocean is a zone of demand with few or no competitors)

28. Midway through 2011 the hot zone is:
social film entertainment platforms
Source: Trendmaster – Global Web Index August 2011

29. Films are at social media’s epicentre
Source: Trendmaster – Global Web Index August 2011

30. Films are at social media’s epicentre
Managed their profile
A film site
Source: Trendmaster – Global Web Index August 2011

31. Films are at social media’s epicentre
Source: Trendmaster – Global Web Index August 2011

32. Films are at social media’s epicentre
Source: Trendmaster – Global Web Index August 2011

33. Key Takeaway 6
• Film and video are in the hot zone of
social media. Convert your messages
into formats that are film and video
friendly
• Be prepared to make them of
professional quality

34. What is the principle of social film?
“If a diverse film culture is ever going to flourish, we have to
move towards a new model, where filmmaking is recognised as
an ongoing conversation between filmmakers and their audiences”
Ted Hope, producer of over 50 films
(eg American Splendor, 21 Grams, Adventureland)

35. Social film - a case study
“Project Borneo” by Virgo Productions
Aim: Use educational film to save Orangutans
Teaser: http://youtu.be/Oc_KeQE8luM (google ‘Project Borneo’)
If film success is dependent on its viewing audience
then use of Social Media has enabled:
The building of awareness, early in the film-production phase
among millions of school kids and teens worldwide,
“Action Agent” clips on YouTube to generate strong audience
momentum throughout the casting process
school kids, teens and parents from all over the world to feel
a strong sense of involvement, even though film release is
probably over a year away.

36. Key Takeaway 7
• As film goes social, “Participatory Film-
making” will become a new way to
enrich the movie experience and even
allow fans to be part of the movie itself
• It will lead to more innovation in crowd-
sourcing.

37. The problem in the film industry is
Film audiences struggle
to find films they like,
while filmmakers struggle
to find their audience,
because….
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38. Each year so few films gain release!
Feature films produced yearly
20,000+ Admitted at Festivals & Marts
1,100 Typical Cinematic Release
How is 1,100* new films for How much bigger would the market
660,000,000* people be if more films were accessible?
• sustainable for thousands of • What of stories needing to be told
excluded filmmakers? that aren’t?
• satisfying for tens of millions of • What of creating a better film
movie-goers? experience?
• desirable for the film industry?
* Data extrapolated from MPAA Theatrical Market Statistics 2009 and Marche Du Film Focus 2009 reports
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39. The desire to deepen the film experience
is why so many people talk film
in social networks!
~ 500 million people share I share opinions
opinions on movies* I write / create content
I seek info to keep up to date
I seek info when I need it
Movies
* Extrapolated from research on consumer categories
discussed in social networks by Universal McCann Wave 5, 2010

40. Engaging ‘super influencers’ and ‘power users’
“Avids have their identity
strongly bound up in film.
They like to read and gain
knowledge about films.
Avids use a greater variety of
sources and efforts to find
films”
80 million
extrapolated from Universal McCann Wave 3, 4 and 5

41. Key Takeaway 8
Audiences are not all equal!
Some clamour louder and drive social
change more than others – these are your
change agents and the ones whom you
need to find and engage with soonest.

42. answering a global need
Movr.com where the world’s film fans, filmmakers
and industry professionals will choose to: socialise,
recommend movies and share great film experiences
You are welcome to join Movr.com but please note it is still in pre-release mode
and your confidentiality is appreciated

43. Key features will be
released in phases.
iPad and Android tablet
versions coming soon…

44. Phase 1: Film Gallery
Where film fans spark interaction by
‘exhibiting’ their collection and taste in film
You are welcome to join Movr.com but please note it is still in pre-release mode
and your confidentiality is appreciated

45. You are welcome to join Movr.com but please note it is still in pre-release mode
and your confidentiality is appreciated

46. Trade Sales – some examples
estimated: US$50 - $100M
estimated: US$20 - $30M
US$280M all cash deal
In US$18.9B merger between
Vivendi Blizzard and Activision
US$700M – accumulated
700,000+ subscribers since
2005, subscribers pay US$58pa
US$8.5B

47. Key Takeaway 9
Social networks are eco-systems that can
aggregate very high economic value, both
for the operator and those who can plug
into the platform. It’s also why to grow
brand equity, marketing plans must
integrate social media.

48. Authorities include
Tom Smith – Global Web Index
Susan Rice-Lincoln
Natalie Tran
Brian Solis
Mari Smith
Brian Halligan
Tim Bajarin
James Schramko
David Rogers - Columbia Business School

49. Key Takeaway 10
• There are plentiful online resources
from great thought-leaders
• Get prepared, skilled, practiced and
connected
• Better yet aim to become a trusted
authority in your niche!

50. Thank you for connecting!
Antony Hing
Co-founder and Director
Weeve Ltd
and the Movr social film network
Mobile/cell: +61 (0) 428 29 39 49
Twitter: @Antony_Hing
Antony.Hing@movr.com
http://au.linkedin.com/in/antonyhing
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