What you can learn from the music industry about social media marketing
Musicians are most certainly aware of how to use social media for their own needs. Back in 2005 they’ve reinvented MySpace by discovering how much influence a social network can have over their fans. In 2011 some of the most popular people on the web (both in Facebook and Twitter) are artists like Lady Gaga, Eminem and Justin Bieber. In addition to this their music videos are among the most viewed in YouTube for all time (The most viewed ad video online is still ‘Evian Roller Babies’ made by Euro RSCG).
Analyzing what has been happening in the music industry for the past several years I want to make 3 simple points which every marketer can integrate into its business and social media presence.
1. Becoming famous thanks to social media is a fact (a.k.a Justin Bieber style)
Justin Bieber is a real YouTube star. In 2007 he decided to upload several homemade videos on YouTube where he put his impeccable spin on songs from artists like Usher, Ne-Yo and Stevie Wonder. This way Justin was able to racked up over 10,000,000 views purely from word of mouth.
This is how Justin Bieber was found from his manager and introduced to Usher with which he has signed a contract. Now in 2011 his song “Baby” is the most watched music video in YouTube with about 425 million views.
2. Becoming a social media superstar can happen in months or days
Lady Gaga has gone from zero to social media superstar in a little more than 18 months. At the beginning of 2011 she is the most popular living person on Facebook with more than 26 million fans. She has twice the fans of David Guetta, Beyonce and Black eyed peas.
Facebook says of Gaga, “She was virtually unmentioned until November 2008. The big spike in mentions of her name in September of 2009 corresponds to the MTV Video Music Awards, where she did well.” The Facebook story is also true on Twitter, where Gaga is the biggest celebrity tweeter in the world, by number of followers.
Lady Gaga created a way to make people want to find content about her by giving fewer interviews to the media. So when her fans want to find more about her they naturally go to the best resources available – like her page in Facebook and her account in Twitter. That way Gaga has the chance to strengthen her community online and engage on a deeper level with her fans.
3. Popularity leads to trust. Trust leads to profit.
“Let’s get my little bro Lil Twist to 1,000,000 Likes before 2011”, this is what the rapper Lil Wayne posted on his wall on Facebook on 31 December 2010. Now Lil Twist has more than 1.2 million fans on Facebook thanks to his famous brother. This gives him the opportunity to build a music career from scratch and get the chance to sell some of his songs.
If you think about it – people are popular for a reason. In general we are more interested in celebrities because we believe that they can bring us something valuable that we need. In that case when somebody, famous or just a specialist about something, shares content we are more likely to review it, to talk about it or to buy it.
Many years ago musicians understood how important it is to be close with their fans. This is why they have a huge advantage in the era of social media. They just keep doing what they have always been doing – creating a community of people with which they can interact, become friends and share a great moment.
Many platforms have been born in order to promote musician’s work. In the past MySpace was the main tool that they were using to show their music but many more exist today. Interesting website is Last.fm where users can keep record of what they are listening from every player available. Then based on your taste the website gives you recommendation for more music and upcoming concerts. Users can view information about the musicians they’ve been listening to and contribute by editing and adding to it.
The greatest thing about having so many open networks is that artists now have more freedom. They are not obligated to work and record with big studios anymore. Instead they can record and upload their work via websites like SoundCload or BandCamp and easily share it via Twiturm to those who are open to listen. And you can find some really good young artists; share with your own community your last find like this one.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
New logo – success or failure?
If you haven’t heard yet Starbucks will change its logo for their 40 year anniversary in March 2011.The logo will no longer include the company name. The outer green circle with the inscription of “Starbucks Coffee” will be removed and the focus will be set on the sirene that fills the center. This will be given a publicity via global print and digital campaigns.
In a video on the Starbucks website, CEO of the company - Howard Schultz explained the idea and reason to change the logo on the 40th anniversary of the company:
“Even though we have been and always will be a coffee company and retailer, it’s possible that we’ll have other products with our name on it but no coffee in it.”
I agree the new logo corresponds to the company’s plans to expand its activities in sectors such as the sale of tea and ice cream in supermarkets but I don’t see the case why they have to remove the name of the brand. If they want to change it because it might be used on non-coffee items, they can just expand “Starbucks” and remove “Coffee”.
Actually I’ve always liked the siren icon, but I am wondering how you can have the brand without the brand name. Did someone thought that “Starbucks” on each cup is free advertising every single day all over the world? Personally the new logo doesn’t mean “Starbucks” for me as it’s seems plain and unexciting.
In general this activity has an impact on a variety of feedbacks but most of them turn out to be negative. The Facebook fan page of the brand which have 19 069 596 fans is dominated by negative comments and the fans give as example the failure of GAP logo since Octomber 2010. Indeed there are many facebook groups supporting the idea of keeping the old logo.
“If the strategic reason was to broaden beyond coffee, I understand that, but I would not necessarily have dropped the word Starbucks,” quoted David Srere, president and CEO of brand strategists Siegel and Gale.
In addition people share that the word “Starbucks” make them happy. For some it subconsciously affects more than the product itself.
I understand dropping the „Coffee” but the brand of “Starbucks” is the name itself and no image is going to replace that. For example most of my friends are not coffee enthusiasts but they are “Starbucks” enthusiasts . They don’t ask me to meet for coffee but ask me to meet at “Starbucks”.
However, several brand experts have criticised the move explaining that very few brands can go without their name. “Starbucks is certainly well known, but it is not Nike,” David Srere added.
Let’s see if they will push through or we will witness just another case of GAP new logo where GAP finally retains back their original logo.
Now that the majority of people are using social media, the best solution isn’t it to make an opinion poll (survey) with fans before to take decision? Companies understand the interest of interacting with customers on social media, it’s a great step however I strongly believe that companies need now to enter in the next step : the web democratic.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
Sheep marketing or what everybody else is doing
It’s good from time to time to step aside from the marketing industry and to observe what has been happening. It’s so simple and at the same time so hard for most of us to do so. Just look with your eyes and hear with your ears what the others are talking about. Then and only then you’re going to realize something embarrassing. Marketers are obsessed.
They are obsessed with the idea of the current trend or simply “what everybody else is doing” now and believe that this will work for them. For many years companies gave a lot of money to advertisers that produced really expensive commercials for the television. Then media agencies make them pay a lot more just to put them in the prime time. And there were 2 reasons for the companies to do so. Firstly, everybody else was doing it so probably it was working and, secondly, it was really working because the data showed an increase in profit.
But what has been happening over the years. Users went online and suddenly marketers realize that “We should try to reach them there”. So the first of them tried to lead by using social media channels to not only broadcast but to interact with users. And many marketers and advertisers saw that others are using Facebook, Twitter so they thought “We should make a corporate account”. And they made one. The problem is that almost every one of them looks the same because everybody is doing what everybody else is doing.
When you follow a trend you should always think about how you can stand out from the crowd. Yes, you can use the same tools as they do but you have to do it differently. Starbucks, the most popular brand on Facebook, and I Blend it, one of the most successful ads on YouTube, both have something in common. They stand out for a reason. THEY REACH FOR ENGAGEMENT and make customers want to be a part of their brand and community.
Don’t be a sheep when it comes to marketing and advertising. Don’t do what everybody else is doing. Take a risk and try something new. Be creative and don’t allow yourself to live and work with boundaries. If you want to grow you must be the first. Otherwise somebody else will do it before you.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria