Tag Archives: social media

A new relationship between artists and fans – Adam Duritz at #Pivotcon

Session: The Audience Imperative: A New Relationship Between Artists and Fans

Description: No longer must musicians rely upon record companies and rapacious promoters to get their songs into the market and themselves in front of fans. Top selling Counting Crows has long been a leader in using Social to alter the artist-audience dynamic. Here’s the first thing Adam Duritz had to say:

If the video isn’t displaying, use this link. P.S. I love that his notes are had written!

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My favorite part of #Pivotcon: Digiquette

Session: Millennials, Decoded: Inside the Digital Mind of the Connected Generation
Speaker: Britta Schell, Director, Digital Strategic Insights, MTV
Role: Responsible for understanding Millennial digital behavior and insights.

Description: “Millennials are the arrow tip of Social Consumers. They pierced the armor of traditional marketing and trampled long-held conventions about how audiences are supposed to behave. But, up close and personal, what do the online lives of millennials look like? Are they really as wild and uninhibited as they seem? MTV reveals its massive study of the rising adult generation.”

Synopsis: Britta delivered!

Why millennials? If this generation isn’t part of your current market, they will be (and should be) or they’re definitely influencing your customers today! Plus, millennials are experiencing the greatest convergence of digital and real life. They ARE the early adopters, provoking unique triggers for anxiety, feelings of overexposure as well as perceptions of efficiency and empowerment. Understanding what consumers feel will help any company (big or small) understand what they need and the best ways to meet that need.

The average millennial:
…grew up fully exposed.
…understands “celebrity culture” and the need for savvy personal branding.
…was raised with constant feedback loops from (helicopter) parents, coaches, teachers, etc…
…is always aware of how people are responding to them and gains confidence from feedback they expect.
…is setting the cultural norms.

Who Are the Millennials?
Flowtown – Social Media Marketing Application

MTV is attempting to understand the implications of this convergence through classic intimacy variance:

  • Label = Curate Me | representation = ME
  • Label = Publicly Intimate | representation =  Intimates
  • Labe  = Like-a-Holic | representation = Friends
  • Label = Digiquette | representation = World

Brands can effectively use millennial Digiquette (“the rules”) as a roadmap to virtual engagement :

Rule #1 Learn the Rules

Sounds like fight club, right? The first rule of Fight Club is: you do not talk about Fight Club. Well, this one IS a little different. First rule about managing your online life is the learn-the-rules. Millennials are exploring multiple platforms and observing. Many understand and embrace the idea that one platform may be good for only one thing. Not unlike real life, knowing what is appropriate is the first rule to engaging within digital platforms and community.

  • 93% posted veiled language online that few connections in their public space would understand (example: LYRICS)
  • 78% know someone who has been in trouble with a parent, school, etc… for something they posted on social media

Rule #2 Pace Yourself

Britta summed up this rule as “James Dean nonchalantness 24hrs a day,” like the three-day rule of dating. By the way, I love James Dean. Got my attention. Millennials clearly exhibit some sensitivity around the perception that their digital lives are completely converged with real life by delaying the gratification of response (or feedback) and demonstrating that a separation of “real” and “virtual” does still exist…for now.

  • 48% believe that if you respond too quickly it will seem like you have nothing better to do
  • 25% feel alone if they do not receive a response/feedback to public postings

Rule #3 Avoid Controversy

Millennials are cultivating proxy opinions – by association – which they believe is adding value and helping them gaining social currency. But it’s also important to pace these posts just like delaying the gratification of response to avoid flooding social media feeds and exile to “social Siberia” as friends and connections start tuning you out. On a side note: A diner down the street from the conference was referring to a specific section of tables as “Siberia” the next morning. Conspiracy?

  • 54% post a video or article they agree with instead of a personal opinion

Rule #4 Guard Your Future

Even the “party guy” thinks you “might as well be remembered in good (meaning positive) terms”. Millennials are using tools like Picnik to edit photos, filtering content about themselves to show an authentic but BEST side of themselves, a side that is associated with the lifestyle template that they have chosen.

  • 30% have modified photos before posting
  • 75% try not to make mistakes in digital space because they understand the permanence
  • 90% are using Facebook as a conduit to personal branding

Bonus: My favorite quote from the millennials in this study was “even if it’s an e-mail it’s like someone is trying to communicate with you”. BAM! E-mail is NOT dead.

For more reading check out Litmus: Digital Millennials and Virtue Live Blog.

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how can social media empower artists and designers?

How can you move ahead of the crowd? The videos say it all… Seriously, listen to what Raul has to say (video #2 & #3). You could be just one tweet away.

Genius and the Age of Enlightenment: Part #1

Genius and the Age of Enlightenment: Part #2

Genius and the Age of Enlightenment: Part #3

Speakers:

  • Hope Frank, CMO, Webtrends
  • Even Grenne, CMO, Grammy Awards
  • Raul Penaranda, Fashion Designer
  • Jeanniey Mullen, CMO, Zino (wearing Raul Penaranda!)
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e-mail is going strong.

I have strong beliefs about surveying consumers vs. looking at their behavior. Opinions are important, but opinions alone can send marketers (and politicians and parents and just about everyone) on a wild goose chase. Most people (if not all) lack an enormous about of self-awareness around their habits and preferences, especially when it comes to shopping. I mean, isn’t that part of inherited American culture?

However, I do now believe opinions should be INGORED and I DO believe that teen opinions about the future of e-mail are a strong indication that e-mail communication should remain a strong part of your strategic marketing mix. After all, the medium continues to evolve. And I think e-mail will maintain a stronghold for the following reasons (among others):

  1. E-mail has clout and authority (in some circles). Think about it. Even if you ignore lots of spam, don’t you feel better when a product you use (even a mobile app) has a nice and tidy website and an easy place to sign up for e-mail? Doesn’t that make you feel like it’ll be easy to find any information you might need about the product in the future?
  2. American adults (not teens) still spend A LOT of time online sending e-mail.
  3. A lot of very important institutions in the US use (and often require) e-mail for communication, like colleges and banks.
  4. International e-mail vendors are optimizing for mobile browsers of all kinds. Companies just need to keep up with their designs and segmenting.
  5. Other messaging mediums remain an enigma for many marketers, politicians, parents, etc… This may be part of the appeal for teens, but consumers will put a little effort into getting what they want even if it’s signing up for a future spam trap. It took almost decades for the US to develop regulations (CAN-SPAM) followed by best practices around e-mail marketing…

If you’ve got a powerful mobile strategy, that’s great! My only point is that none of us should forget about e-mail. There’s a lot of opportunity with minimal effort. At least that’s what the kids say.

Data and infographic by AWeber Email Marketing

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Embed the MailChimp Form on Your Facebook Page

I signed up for MailChimps e-mail service on behalf of Black Cat Rescue, which is free for lists of 100 contacts or less. Black Cat Rescue is a small organization (and currently filing for non-profit status) so I knew the mailing list would initially remain under MailChimps threshold and the organization can’t take advantage of free service from VerticalResponse yet.

Once the setup was complete, I took advantage of MailChimps simple one-click option to generate code of embedding a sign up form on your website. Much to my surprise, the code functions within Facebook’s FBML!

We were able to create a tab on the Black Cat Rescue page on Facebook that hosts the MailChimp form!

This was SO easy to create (and surprising since FBML can be so finicky); however, only the e-mail option will display for sign-ups.

  1. Sign-up for MailChimps e-mail service
  2. Build a form
  3. Customize your design (font colors, etc…)
  4. Click on “create embedded code for small form” at the top of the page
  5. Add FBML to your page on Facebook (considered an application)
  6. Drop the code for your form into the FBML field
  7. Add to tab in the FBML application settings
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Concerns about Social Media for Social Change

As a marketer with a distinct interest in progressive movements, I commend ( and sometimes envy) the work of Social Media for Social Change. However, as a budding non-profit professional, I’m still skeptical about the power of the peer-to-peer trust networks developing throughout the internet. When considering the real-time ( and potential knee jerk) interactions these networks often cultivate, this skeptisim feels ominous.

There’s a lot of positive energy around social media, as there should be. It’s an engaging concept that empowers every person and organization to grow through relationship building and authentic content generation. But, the only skepticism I’ve heard sounds something like “does it really work?” (concerns about word of mouth ROI) and “what are the risks for me?” (concerns about personal and brand reputation) rather than general concern for the greater good.

While recently attending Boston’s Social Media Breakfast (#SMB11) in Cambridge, I was transfixed on this notion of trust that supports the concept of social media for social change. One attendee had broached the subject of fraud with presenters, but I wasn’t satisfied with the consecutive discussion. Nobody seemed interested in exploring this issue. Perhaps because we’re affraid to encourage “bad” behavior. Or, maybe nobody wants to kill the buzz. We are all social media evangelists, after all.

But what if social media and transparency are actually sometimes juxtaposed, not by definition, but by implementation and purpose? One of the biggest concerns I have within the non-profit world is informing a donor, not about a cause, but about the use of funds.

Several #SMB11 attendees were soliciting support (financial and WOM) for non-profits they believed in, but I knew nothing about the actual causes and administrations. This may lead hesitation when I barely know a person, but not if I trust that person. Not if I follow that person on Twitter or friend that person on Facebook. Recently, we’ve seen some serious twitter hacking to top things off.

Some examples are not as prone to the twitter-like fraud as others, but this all seems worth a little more discussion and concern.

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