Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to Music IP Valuation Workshop - Your Music, Your Brand
Similar to Music IP Valuation Workshop - Your Music, Your Brand (20)
More from TrinidadandTobagoCreativeIndustries
More from TrinidadandTobagoCreativeIndustries (20)
Recently uploaded
Recently uploaded (20)
Music IP Valuation Workshop - Your Music, Your Brand
- 1. YOUR MUSIC, YOUR BRAND: BUILDING YOUR EMPIRE IN A DIGITAL ERA PRESENTED BY: TENILLE CLARKE PUBLIC RELATIONS, MEDIA & ENTERTAINMENT CONSULTANT MUSICTT: MUSIC IP VALUATION WORKSHOP TRINIDAD AND TOBAGO CHAMBER OF INDUSTRY & COMMERCE FRIDAY 4TH MARCH 2016
- 4. STARTING FROM SCRATCH: THE WAY AHEAD! IF YOU HAD TO CHOOSE…? • What is the one (1) important thing you anxiously want to learn about in this session, or that you think you would like to learn? • Give me two (2) words to describe how you feel about the industry?
- 5. ROLE OF A PR EXPERT TO AN ARTISTE: • Develop media and brand strategy to connect with fans and supporters • Organize traditional media schedule/releases/appearances • Hold regular media training sessions with the artiste • Guide rules of engagement for endorsement/sponsorship deals • Advise on merchandising initiatives • Get a general understanding of the artiste • Current brand value • Target market • Goals/Aspirations
- 6. WHAT IS YOUR DEFINITION OF “BRAND”?
- 7. THE PR EYE: WHAT I LOOK FOR IN AN ARTISTE • AESTHETICS – dress, style, wardrobe • CONVERSATIONALISM – comfort in speaking • INFLUENCIAL VOICE - fandom, following, frequency • TALENT – natural ability & application to craft
- 8. MUSIC TO MY EARS: BRAND VALUATION
- 9. MUSIC TO MY EARS: BRAND VALUATION • Sit down and consider: • Who is my target audience? Who do I want to reach out to? Whose am I trying to attract the attention of? • Whose life would I like to positively impact/influence? • Define group(s) by traits, such as: • Gender • Age • Social interests (education, sports, spirituality, community service, online habits, etc.)
- 11. WHAT IS SOCIAL MEDIA? • One detailed definition: Kaplan Andreas M., Haenlein Michael, (2010): "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content. • Social Media introduce substantial and pervasive changes to communication between organizations, communities, and individuals. • AKA: A fancy way of putting down a sweet MACCO in everybody’s business online!
- 12. I’M JUST HERE TO ENTERTAIN! WHY SHOULD I CARE? • Social Media is now one of the fastest growing media outlets • In Trinidad alone there is more than 100% penetration of Social Media per Capita of persons who have the internet (over 500k persons) • Usurping Traditional Media Outlets • The Ability to profile consumers, cultivate new consumers, immediately effect and change information instantly • The Ability to gain insights into your clients • Networking • It’s Cheap, if not Free
- 13. SOCIAL MEDIA: KEY WORDS • Web • User-Generated Content • Communication • Platform • Sharing • Exchange • Connection
- 15. FACE REALITY: FACEBOOK IS THE NOW!
- 16. FACEBOOK INSIGHT: • “The wisdom of crowds” applies not just to Google but to a phase of the web, which was about information and about links. It was a lot of wonderful things, mostly based on anonymity and links between crowds... Ours (Facebook) just starts from a totally different place. So it's an evolution.” - Sheryl Sandberg, COO, Facebook.
- 17. THE SEVEN FACEBOOK SINS • Sin #1: Facebook Privacy – are you secure? • Sin #2: Fear of Missing Out (FOMO) • Sin #3: Facebook One-Upsmanship • Sin #4: Too Much Information (TMI) • Sin #5: Oversharing Status Updates • Sin #6: Facebook regret • Sin #7: Actual and dangerous neglect
- 18. A LITTLE BIRDIE WITH A BIG CHIRP: TWITTER!
- 20. SOCIAL MEDIA: TIPS AND TRICKS • Secure your privacy. • Limit your oversharing. • Stay positive • Keep your audience in mind • To sum up, the rules of Facebook aren't that different from the rules of everyday interactions with your friends and family. If you use Facebook wisely, you'll find it can enhance the quality of your online and real-life interactions with your friends, loved ones and peers.
- 21. THE CORPORATE EYE: BRANDS, ARTISTES AND ENDORSEMENTS
- 22. THE CORPORATE EYE: BRANDS, ARTISTES AND ENDORSEMENTS • Corporate entities are always seeking to MINIMIZE RISKS. • Accept WHY you should have a Public Relations Consultant handy! That person will help you to: • Understand of WHO you want to reach • Figure out WHERE these people Interact • HOW the platforms they use work • Discuss WHAT are your rights and responsibilities on these platforms • Content Creation Etiquette • Develop your online brand
- 23. PUBLIC RELATIONS: AVOID CRISIS MODES • What are the rights you retain when you post content, such as photos and images? • How do you ascertain what is appropriate to share in traditional/digital circles? • How do I measure appropriateness when I am not only representing my (public) profession, but also responsible for a brand that collaborates with other influential brands? • How do I operate if my content rights are not proprietary to me? • Know Thy FAN: • Always be mindful of who you are speaking to and how they will receive your posts. (REPEAT!) • Your fan may not always be right • Grammar and Spelling should always be highly professional • Use the KISS Approach – Keep It Simple but SMART.
- 24. ASSEMBLE YOUR TEAM: IT PAYS OFF!
- 25. ARTISTES SHOULD LISTEN, AND BE HEARD. • You’re present. • You're empathetic. • You realize your shortcomings. • You have an open mind. • You develop emotional intelligence. • You're not (always) on the defensive. • You're okay with being uncomfortable. • You're a good leader.
- 26. BACK TO BASICS: A TRIP DOWN MEMORY LANE! WHAT IS…? • The most important thing you’d go back to tell your Police Youth Group Members about Public Relations that you only learned today • One word to describe how you felt about social media before this class, and one word to describe how you feel now.
- 27. THANK YOU!
Editor's Notes
- 1. Secure your privacy. Make sure you're screening out people you're not actively friends with as far as who can see your photos, updates, friends and personal data. The easiest way to do this is to make yourself "unsearchable." Once you've done this, you don't have to worry about "liking" a page (such as that of a store, a movie, or a genre of music). People will see that you're in the group, but your updates will not be visible to them. 2. Limit your personal revelations. That "oversharing" I referred to earlier can be a big problem unless you learn how to filter your status updates. Don't be that tedious Facebook user who releases each thought or experience you've ever had into cyberspace. To make sure that you keep those revelations in control, never go on Facebook when you've had a mood-altering substance (alcohol, drugs, etc.) or when you're super-tired. 3. Stay positive. Once in a while it's okay to make a sarcastic observation, especially if it's one that you think your Facebook friends will enjoy. Or if you've had a particularly bad experience and need a virtual hug, you'll be likely to receive one, as long as every post you make isn't in the Debbie Downer category. If you notice the Facebook posts that draw the most likes from people, they tend to be the ones that are upbeat. The same goes for comments on other people's posts. Don't feel that you need to make a snarky remark to some corny or inappropriate update that someone else shared. 4. Keep your audience in mind. You can definitely keep your posts private, but that's no guarantee that someone in your circle won't pass your public comment around to someone else. If that someone else is a boss, in-law, or ex, this could be embarrassing if not calamitous. Facebook posts should follow the same rule as email. Imagine that anyone could be reading it, not just your intended audience. That should put your inner censor to work. 5. Don't use Facebook during work hours (usually). Some people's jobs don't require that they segregate personal from work time on the computer, but in general, it's not good form to post anything during regular work hours. Looking like you have too much time on your hands, or that you lack attentional focus is not the best way to impress your supervisors, your clients, or even your family. 6. Don't use Facebook to rub your success in other people's faces. Following tip #4, above, where you keep your audience in mind, that audience will probably cheer you on for your successes, but they may get fed up if you do nothing but brag. Sure, you've got the best house, vacation, kids, spouse/partner, salary, etc. etc., but if you constantly remind everyone how much better you have it than they do, eventually they'll just hide your posts (they can do that, you know!). 7. Don't let other people's successes make you feel bad. The counterpart to tip #6 is that you don't start to get down on yourself when you see how much better others have it than you do. If things get unbearable, then it's your turn to hide their posts. To sum up, the rules of Facebook aren't that different from the rules of everyday interactions with your friends and family. If you use Facebook wisely, you'll find it can enhance the quality of your online and real-life interactions with your friends and loved ones.
- – and even if the information they have may be wrong, as an you are there as an authority to guide correctional paths, not to create tension in conversations online. - even when using slangs use “ “ to keep standard English important on your real estate. – do not be long winded or overly complicated. If you think a question requires a detailed response, guide the person to an more private space, such as an email or even a telephone call.