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

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Gerd Leonhard

My presentation at MidemNet 2010

Business Technologie

& the Music Industry

www.mediafuturist.com
twitter.com/gleonhard

www.mediafuturist.com
What I do: www.twitter.com/gleonhard

Our ‘Networked World’ is still very nascent

Why is this Social Media Stuff important?

Social
Media will
soon beat
eMail,
Video may
well beat
Search

The term
Social Media is really kind of an
artifact, a mere construct.

Better:
Networked Media.
Real-Time Media.
User-driven Media.
Engaged Media.

Money
Conversion
Attention
Merit, Quality & Uniqueness

The other, common problem
‘Marketing Sushi as cold, dead Fish’

‘Broadcast’ Media: shrinking, and costly

“Tribal Relationships”

150 tribe members + 1000 real fans + + + +

“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

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!

Multi-tasking...?

It’s about managing the Flow

Social Media is
“Customer Relationship Management”

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!

Get rid of Push Marketing

Top-down
Domination Plays
Expensive watering-cans
Uni-directional marketing
Interrupting consumers
Shout: buy buy buy
100% control everything

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

The ‘Realtime Web’ Opportunity

Here
Now Personal

Relevant
Recommended

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 $$

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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