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- 1. Social Media Revolution by Eric Qualman http://www.youtube.com/watch?v=TXD-Uqx6_Wk
- 2. Some Take Aways Some colleges not issuing emails… b/c Email is passé to exertions Y & Z 50% of world’s population is 30 & under Youtube is 2nd largest search engine $6 billion spent on virtual goods in social gaming vs $2.5 billion on movies 34% of bloggers / Twitter users are reviewing brands, music, etc. 90% of consumers trust peer reviews vs. 14% that trust advertising.
- 3. Topspin D2F Revenue Evaluation From: January 2011 http://www.topspinmedia.com/2010/02/marketing-with-data
- 4. Some Take Aways Some colleges not issuing emails… b/c Email is passé to exertions Y & Z 50% of world’s population is 30 & under Youtube is 2nd largest search engine $6 billion spent on virtual goods in social gaming vs $2.5 billion on movies 34% of bloggers / Twitter users are reviewing brands, music, etc. 90% of consumers trust peer reviews vs. 14% that trust advertising.
- 5. What is Cyber P.R. ? ®
- 6. CYBER PR A process where Social Media (with engaged behavior), P.R. (outreach and some processes) and Online Marketing intersect with the use of appropriate Analytics
- 7. 1. Premise: Very Small % of Artists Gain Exposure on Major Media Media is EVERYWHERE Mastering ‘micro-media’ can create future for yourself (musician &/or in P.R.) Longtail of media: small media feeds larger media
- 9. It’s NOT really about getting the P.R. - it is what you DO with the P.R. after you have secured it.
- 10. The Pitch
- 13. How To Create a Perfect Pitch http://www.youtube.com/watch?v=VznkpMn1HU0
- 14. Your Pitch - 15 Seconds Can Change Your Life http://www.youtube.com/watch?v=CGMFvt6Bh_8
- 15. Example - Dala JUNO award-winning, DALA, features vocal harmonies guaranteed to give you chills. Duo members Sheila and Amanda also make use of their considerable talents on guitar and piano to create a unique brand of acoustic pop. Their fun and energetic stage presence has made DALA a fan favorite at festivals across the country. It takes every artists at least a decade to go from the River View to the Main Stage, it took Dala 4 hours - Quint Davis, Founder New Orleans Jazz & Heritage, Buyer Newport Folk Festival
- 16. Example - Zach Deputy Island Infused Drum ‘n Bass Gospel Ninja
- 17. Segmentation Aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action.
- 18. Identifying Demographics Use Quantcast.com Develop & study mailing list (geographic - zip codes & IP Addresses) Survey mailing list Social media analytic tools (i.e. Facebook Insights) Examine similar artists in genre (geography, demographic, et al)
- 19. HOWEVER ...
- 20. Psychographics & Behavioristic Music fans are hard to pigeonhole Online, people tend to group together based on shared values and interests Let the artists’ values help develop these groupings
- 21. EXAMPL E
- 22. THE DECEMBERISTS Are known for: Their eloquent and highly cerebral lyrics Their public support of Barack Obama Their love of 1960s British folk music. based on article by Mike King from Berklee College’s Online Marketing with Topspin course
- 23. THE DECEMBERISTS Based on these psychographic traits, it could be surmised that: Literate (college and graduate students / graduates, avid book readers). Demographic. Politically left-leaning. Psychographic. Consumers who have an extensive music collection (which covers '60s British based on article by Mike King from Berklee College’s Online Marketing with Topspin course
- 24. We Can Target Fans of...
- 25. Nick Drake David Sedaris Rachel Maddow based on article by Mike King from Berklee College’s Online Marketing with Topspin course
- 26. Facebook Graph Search About: https://www.facebook.com/about/graphsearch Article: http://evolver.fm/2013/01/15/facebook-graph-search-ties-music-to-everything-else/
- 28. British Folk Music Blogs and Podcasts
- 29. David Sedaris Fans Blogs and Podcasts
- 30. Rachel Maddow Fans & Progressive Politics Blogs and Podcasts
- 31. SOme Blog / Podcast & VidCast Search Tools
- 34. “The Hype Machine keeps track of what music bloggers write about. We handpick a set of kickass music blogs and then present what they discuss for easy analysis, consumption and discovery. This way, your odds of stumbling into awesome music or awesome blogs are high.”http://hypem.com/