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How to use social media for marketing your music business (Midemnet 2010)

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My presentation at MidemNet 2010

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How to use social media for marketing your music business (Midemnet 2010)

  1. 1. & the Music Industry www.mediafuturist.com twitter.com/gleonhard
  2. 2. www.mediafuturist.com What I do: www.twitter.com/gleonhard
  3. 3. Our ‘Networked World’ is still very nascent
  4. 4. Why is this Social Media Stuff important?
  5. 5. Social Media will soon beat eMail, Video may well beat Search
  6. 6. The term Social Media is really kind of an artifact, a mere construct. Better: Networked Media. Real-Time Media. User-driven Media. Engaged Media.
  7. 7. Merit is where it all starts.
  8. 8. Money Conversion Attention Merit, Quality & Uniqueness
  9. 9. The other, common problem ‘Marketing Sushi as cold, dead Fish’
  10. 10. ‘Broadcast’ Media: shrinking, and costly
  11. 11. Networked Media: exploding
  12. 12. “Tribal Relationships” 150 tribe members + 1000 real fans + + + +
  13. 13. Online and Offline are converging
  14. 14. Attention source: Tara Hunt
  15. 15. “Trust is the most important currency online, so to build it we adhere to three principles of open information: value, transparency, and control” Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
  16. 16. Value Transparency Control to the User
  17. 17. Was... Is...
  18. 18. Me myself I
  19. 19. Some of my weapons of choice Typepad for Blogging (Firefox!!!) Hootsuite for Firefox (Twitter), Tweetdeck Mobiles: iPhone, Google Nexus, Blackberry, Nokia E71 Mobile apps: Tweetie, Hootsuite, InstaPaper, FB More apps: LinkedIn, Google Reader, Skype Kindle, Sony, iPhone electronic readers HD Video Camera(s): Kodak, Flip, Phones... The new Apple Tablet!
  20. 20. How...?
  21. 21. Multi-tasking...? It’s about managing the Flow
  22. 22. Social Media is “Customer Relationship Management”
  23. 23. It all starts with this:
  24. 24. 3 challenges 1.Openness is hard - and often not our default setting 2.Conversations take time - and can become real work 3.‘Offering something for free so that you can ask to get paid later’ takes real courage - and believe!
  25. 25. Action Time!
  26. 26. Traps to avoid
  27. 27. Get rid of Push Marketing Top-down Domination Plays Expensive watering-cans Uni-directional marketing Interrupting consumers Shout: buy buy buy 100% control everything
  28. 28. Social-Mobile-Web-Native Marketing: “Followers, Friends, Fans, Users” Attract and addict Low-cost, very targeted Conversational Engagement is the goal Message: share. follow. talk. 100% Trust
  29. 29. Twitter Examples
  30. 30. The ‘Realtime Web’ Opportunity Here Now Personal Relevant Recommended
  31. 31. Learn from Magnetic Brands
  32. 32. Summary 1. Attract the right people by publishing relevant content 2. Get and hold their Attention, build Trust 3. Think Followers not Users 4. Offer added values to convert followers into $$
  33. 33. Steve Jobs: Stay Hungry. Stay Foolish.
  34. 34. Now is a good time! email me at gerd@mediafuturist.com twitter.com/gleonhard Facebook: gleonhard more presentations at www.mediafuturist.com Thanks for listening!

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