Today Nielsen released graphs illustrating where consumers are getting trusted recommendations. Their charts clearly illustrate the importance of peer recommendations and clear communication and interaction from company web sites. You can view the full post here. Where are your customers getting information about your products and services? What are their most trusted sources? Are your communications reaching your audience? Is it easy for them to join the conversation and spread the word about your company?
October 21st, 2011
How Social Media Impacts Brand Marketing
No Comments, Communication, Music Industry, Social Media, Strategy & Marketing, by Eric Jensen.October 21st, 2011
Who Are the Most Valuable Digital Consumers?
No Comments, Communication, Music Industry, Social Media, Strategy & Marketing, by Eric Jensen.Today Nielsen released a potent infographic that visually illustrates current trends in social, local, and mobile media usage. Who are you trying to reach with your communications? How do they use digital technology? What do you want to tell them?
August 23rd, 2011
Social Media for Nonprofits — UCLA
No Comments, Communication, Social Media, Strategy & Marketing, by Eric Jensen.On August 22nd, in conjunction with my work with the Los Angeles nonprofit, Project Return Peer Support Network, I had the good fortune to participate in the all-day Social Media for Nonprofits conference at UCLA. I have been to many music, tv/film, and tech conferences over the years and this was exceptional on many levels. The event was packed with great presentations, case studies, tools, tips, and wonderful people committed to using technology for social good. Co-producer Darian Rodriguez Heyman did a masterful job as MC, bridging the non-stop presentations with helpful, targeted summaries. His closing remarks tied everything together and he seemed to have as much energy and focus at the end of the day as he did at 9 a.m. Great Presentations Presenters included: J.D. Lasica, founder of Socialbrite, Evan Bailyn, Founder of First Page Sage and Good Media Company, Holly Ross, Executive Director of NTEN, Bryan Breckenridge, Head of Nonprofit Solutions, Linked In, Charles Porch, Consumer Marketing, Facebook, Matt Mahan, VP of Social Impact, Causes, Brian Fujito, CEO Razoo, Dave Boyce, CEO Fundly, Joel Bartlett, Director of Marketing, PETA, and a panel discussion featuring, Geoff Livingston, Filiberto Gonzalez and Nedra Weinreich. Each presentation was available online within minutes . You can find the day’s robust tweet stream but searching on hashtag, #sm4np. Takeaways: Big Ideas, Targeted Tools & Granular Data No social media event would be complete without continual reference to Big Ideas like “Engagement” and “Authenticity”. The social media world is rapidly maturing and each day these high concept terms are demonstrated concretely,…
July 24th, 2011
Book Review: We First — How Brands and Consumers Use Social Media to Build a Better World
No Comments, Books, Ideas, Social Media, Strategy & Marketing, by Eric Jensen.In his new book, We First — How Brands and Consumers Use Social Media to Build a Better World, creative director and blogger Simon Mainwaring makes a compelling argument for the need to redefine capitalism, factoring the social and environmental footprint into how we evaluate and support corporations. Social communication technologies provide consumers with an increasing array of tools fostering transparency and intentional, purpose-driven consumption. At first I thought Mainwaring was preaching to the choir, but as I continued to read this thorough and well documented manifesto I became more and more excited. There are many innovative examples and practical ideas here that can be applied by corporations, consumers, government agencies and non-profits to foster sustainable business practices and create a better world. Highly recommended.
June 21st, 2011
Focus Your Content With Personas
2 Comments, Communication, Social Media, Strategy & Marketing, by Eric Jensen.Buyer Personas are used extensively by marketers and product managers to test and focus their product designs and customer communications. A persona is essentially an archetypal character who could become your fan or customer. More than just a demographic profile of your target audience, a persona is detailed and personalized, usually based on interviews with real customers. Product managers use personas to prioritize their features and design their user interfaces. Marketers tailor communications and web pages to specific, segmented personas. Personas can help you understand who your audience is, what their needs are, and how, when and where to reach them. Copywriter Karen Goldfarb compares personas to mannequins for your product. Read more of her excellent tips on creating personas here. Sounds kind of silly. Why should I bother? This may seem contrived, particularly for musicians. Either people like your music or they don’t, right? Well, there are several benefits to this practice: You will learn a lot about your followers from the interview process. Creating personas will inspire you to dig deeper and get to know your customers and fans. Personas get you thinking about the real value of your product and the needs it meets. Even for a niche business there will be distinct types of people you are serving, who speak and live differently, hang out in different places, and get their information from different sources. Each group may use your products differently, in ways you may not even be aware of. You may ‘discover’ new product ideas as you get to know your customers…
June 19th, 2011
Blogs and Facebook Pages: Creating an Online Magazine
No Comments, Communication, Social Media, Strategy & Marketing, by Eric Jensen.When it comes to Social Media everyone is in the publishing business. Blogs and Facebook Pages are forums for community building. Occasional self-promotion is alright, but your followers will not keep coming back unless you provide fresh, valuable content that encourages conversation. Think like a magazine… With social communication tools you and your company can develop an interactive, engaging, online magazine that will attract followers and strengthen your credibility and brand. Sounds great, right? Before you jump in, think about what this means. If you don’t have a plan to maintain your presence daily (or at least several times a week), your fans will lose interest. Stay away from self-promotion… Look at your favorite magazines. You may see a few discrete appeals for subscriptions (and that card that always falls out on the floor), but what compels you to read them is the content. The focus is on the reader, not the publication. Many bands use their Facebook Pages solely as a billboard to announce upcoming gigs, post new songs, reviews, and generally talk about themselves. If I’m a fan of a company or artist, I already know I like what they do. There is no reason to regularly return to their Facebook Page if it doesn’t offer anything new. Consistency breeds loyalty… If The New Yorker skipped a couple of issues or was suddenly missing columns they would lose readers fast. Facebook Pages and blogs require the same consistent commitment to publishing content. Reach the right audience… A good magazine brings you unique, targeted content…
May 20th, 2011
Social Norms & Market Norms
No Comments, Books, Communication, Ideas, Social Media, Strategy & Marketing, by Eric Jensen.As behavioral economist Dan Ariely notes in his book, Predictably Irrational, we live simultaneously in two worlds; one ruled by social norms, and the other determined by market norms. If you hire a professional designer to develop a website for you, they expect to be paid in cash. If they invite you to Thanksgiving dinner, it would be inappropriate to offer them $200 for the wonderful meal! Bringing a dessert or a bottle of wine and offering to help clean up would fit the social norm. Social Networks are, well, Social… Online social networks arise spontaneously and are built on trust. Permission to join a network and share your art, requires an understanding of that community’s purpose and rules. People connect online out of a need to be acknowledged; to stay in touch with friends and loved ones, express themselves, create, have fun, show off a bit and share opinions. Before you start talking about your business, your next gig, or your latest album, ask yourself what the network values. What have you learned about the online communities you participate in? What contributions have gotten the conversation going?
May 19th, 2011
NARM 2011 — Panel: Direct To Fan & Email Marketing
No Comments, Los Angeles, Music, Music Industry, Social Media, Strategy & Marketing, by Eric Jensen.NARM 2011 Music Business Crash Course panel discussing Direct-To-Fan and Email Marketing. Panel moderated by Bill Wilson, NARM’s VP of Biz Dev and Digital Strategy: Phil Antoniades, President of Nimbit Jason Fischer, Director of New Media, Epitath Bob Moczydlowsky, VP of Product & Marketing at Topspin Media Lou Plaia, co-founder of ReverbNation Video link here. Embedded video below:
May 16th, 2011
NARM 2011 — Panel: Outsourcing for Knowledge and Profits
No Comments, Los Angeles, Music Industry, Social Media, Strategy & Marketing, by Eric Jensen.Outsourcing panel from NARM/A2IM Music Business Crash Course produced by Rich Bengloff. Panelists: David Macias (Thirty Tigers), Sibley Verback (StreamJam/Electric Sheep Company), Rob Weitzner (Consolidated Independent), Alicia Yafee (The Spellbound Group), and moderator Adam Rabinovitz (IODA)