how to use social media for marketing your music business (midemnet 2010)

www.mediafuturist.comtwitter.com/gleonhard

& the Music Industry

What I do: www.mediafuturist.comwww.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 termSocial Media is really kind of an

artifact, a mere construct.

Better: Networked Media.Real-Time Media.

User-driven Media.Engaged Media.

Merit is where it all starts.

Merit, Quality & Uniqueness

AttentionConversion

Money

The other, common problem

‘Marketing Sushi as cold, dead Fish’

‘Broadcast’ Media: shrinking, and costly

Networked Media: exploding

“Tribal Relationships”

150 tribe members + 1000 real fans + + + +

Online and Offline are converging

Attention

source: Tara Hunt

“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

ValueTransparency

Control to the User

Was...

Is...

Me myself I

Some of my weapons of choiceTypepad 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!

How...?

Multi-tasking...?

It’s about managing the Flow

Social Media is “Customer Relationship Management”

It all starts with this:

3 challenges

1.Openness is hard - and often not our default setting2.Conversations take time - and can become real work3.‘Offering something for free so that you can ask to

get paid later’ takes real courage - and believe!

Action Time!

Traps to avoid

Get rid of Push Marketing

Top-downDomination Plays

Expensive watering-cansUni-directional marketingInterrupting consumers

Shout: buy buy buy100% control everything

Social-Mobile-Web-Native Marketing:

“Followers, Friends, Fans, Users”Attract and addict

Low-cost, very targetedConversational

Engagement is the goalMessage: share. follow. talk.

100% Trust

Twitter Examples

The ‘Realtime Web’ Opportunity

Now Personal

Relevant

Here

Recommended

Learn from Magnetic Brands

Summary

1.Attract the right people by publishing relevant content

2.Get and hold their Attention, build Trust

3.Think Followers not Users4.Offer added values to

convert followers into $$

Steve Jobs:

Stay Hungry. Stay

Foolish.

email me at gerd@mediafuturist.com

twitter.com/gleonhardFacebook: gleonhardmore presentations at

www.mediafuturist.com

Now is a good time!

Thanks for listening!