Social media audience_and_the_arts_an_introduction_v1

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Social Media, Audience and the Arts – An Introduction

For students of the School of Culture & CommunicationsThe University of Melbourne

Antony Hing - Sept 2011

Social Media, Audience and the Arts – An Introduction

For students of the School of Culture & CommunicationsThe University of Melbourne

Antony Hing - Sept 2011Image Thomas Hawk – Flickr

Post GFC, social media and social commerceare the new global growth zones

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It’s a “cloud thing”, since the year 2000…

• 1 billion+ in social networks

• Online Ad Market $0 to $200B pa by 2015

• 140M new websites launched since 2008

• It might be called social but it’s also increasingly

competitive!

Humans can’t help it: we need to belong

Seth Godin - Tribes

… how they shop,

live and learn

Source: The Social Revolution Connecting with today’s customer - George Hsu and Brian Halligan

http://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer





Gamification – where ‘social’ began

Source: Marigo Raftopoulos – slideshare.net/Marigo/game-on-designing-for-a-playful-future

Gamification: a change tool for our future leaders


and for solving today’s problems


Key Takeaway 1

Whether you choose change,

or change chooses you,

consider how gamification can assist you

and your teams best deal with new

scenarios and futures, adopt new practices

and help shape customer behaviour

Social Commerce Stars

Socially Engaged Laggards

Commerce Engaged

Source: Trendmaster – Global Web Index August 2011

Key Takeaway 2

You have to look beyond Australia (and the

other Laggard social economies) to truly

appreciate where the social universe and

its digital natives are heading

12 months from now: beyond the PC

1 year from nowCurrent


Tablets will spread the ‘social cloud’ faster, wider

1 in 3 by 2015 will use tablets

When will your site be tablet-friendly?

Could your own ‘app’ give you an edge?

See articles by Tim Bajarin for more information and analysis

Super-charged word of mouth will determine

the success or failure of brands

What is the future value of non-social brands?

The conversation around content is now king.

Additional information and commentary: KPMG ViewPoint April 2011

Scott Cass-Dunbar and Sean O’Byrne

Social Commerce: $30B in 4 years to ‘$?’ in 6 to 10 years

Leaders are publishing their way

to success and claiming the

Trusted Authority space.

Why not you?

Key Takeaway 3

Social media publishing tools are getting

easier to use by the day.

Groups is an example of how

business people with almost zero ‘web 2.0’

experience can easily start publishing and

growing their own communities of interest.

Social Media impacts all areas of Marketing

Additional information and commentary: KPMG ViewPoint April 2011

Scott Cass-Dunbar and Sean O’Byrne

Barry Salzman, Google’s Managing Director, Media and Platforms,

"The Future of Display Ads: 7 Predictions for 2015“ Jan 2011

‘Social Advertising’ to

reach $50B in 4 years

is making social networks more valuable

“If you don’t use social media

you won’t get traffic”

marketing plans must integrate

social media because Google has made

social content a ranking factor…

Michelle MacphearsonInternet Marketing Authority, 22 Feb 2011



The new Marketing Manager’s profile

Using Social Media To Aid Event Promotion

Blogs

Videos

Tweets & RSS

Posts & Reviews

Games

Key Takeaway 4

• The practices of marketing, sales and

business communications will be among

the first to change as social commerce

becomes the ‘new normal’

• The actions of social are: connect,

engage, interact, respond and …

be present.

Rising demand for professional content is coinciding with a surge in social commerce


Professionals never had it so good


Key Takeaway 5

• Those who learn how to originate and

publish content in a professional way

will be sailing into ‘blue oceans’

• Even if you don’t originate content,

curating and re-publishing it can still be

a ‘blue ocean’ activity(a blue ocean is a zone of demand with few or no competitors)


Midway through 2011 the hot zone is:social film entertainment platforms


Films are at social media’s epicentre


A film site






Key Takeaway 6

• Film and video are in the hot zone of

social media. Convert your messages

into formats that are film and video

friendly

• Be prepared to make them of

professional quality

What is the principle of social film?

“If a diverse film culture is ever going to flourish, we have to

move towards a new model, where filmmaking is recognised as

an ongoing conversation between filmmakers and their audiences”

Ted Hope, producer of over 50 films

(eg American Splendor, 21 Grams, Adventureland)

Social film - a case study

“Project Borneo” by Virgo Productions

Aim: Use educational film to save Orangutans

Teaser: http://youtu.be/Oc_KeQE8luM (google ‘Project Borneo’)

If film success is dependent on its viewing audience

then use of Social Media has already enabled:

� The building of awareness, early in the film-production phase

among millions of school kids and teens worldwide,

� “Action Agent” clips on YouTube generated strong audience

momentum throughout the casting process

� school kids, teens and parents from all over the world to feel

a strong sense of involvement, even though film release is

probably over a year away.

Key Takeaway 7

• As film goes social, “Participatory Film-

making” will become a new way to

enrich the movie experience and even

allow fans to be part of the movie itself

• It will lead to more innovation in crowd-

sourcing.

The problem in the film industry is

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Film audiences struggle

to find films they like,

while filmmakers struggle

to find their audience,

because….

Each year so few films gain release!

20,000+

1,100

Feature films produced yearly

Submitted at Festivals & Marts

Typical Cinematic Release

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How is 1,100* new films for 660,000,000* people

• sustainable for thousands of excluded filmmakers?

• satisfying for tens of millions of movie-goers?

• desirable for the film industry?

How much bigger would the market be if more films were accessible?

• What of stories/documentaries that need to be told that aren’t gaining exposure?

• What of creating a better experience of film?

* Data extrapolated from MPAA Theatrical Market Statistics 2009 and Marche Du Film Focus 2009 reports

* Extrapolated from research on consumer categories

discussed in social networks by Universal McCann Wave 5, 2010

The desire to deepen the film experience is why so many people talk film

in social networks!

~ 500 million people share

opinions on movies*I share opinions

I write / create content

I seek info when I need it

I seek info to keep up to date

Movies

Engaging ‘super influencers’ and ‘power users’

“Avids have their identity

strongly bound up in film.

They like to read and gain

knowledge about films.

Avids use a greater variety of

sources and efforts to find

films”

80 million

extrapolated from Universal McCann Wave 3, 4 and 5

Key Takeaway 8

Audiences are not all equal!

Some clamour louder and drive social

change more than others – these are your

change agents and the ones whom you

need to find and engage with soonest.

answering a global needA

Movr.com where the world’s film fans, filmmakers

and industry professionals will choose to: socialise,

recommend movies and share great film experiences

You are welcome to join Movr.com but please note it is still in pre-release mode

and your confidentiality is appreciated

Key features will be

released in phases.

iPad and Android tablet

versions coming soon…

Phase 1: Film Gallery

Where film fans spark interaction by

‘exhibiting’ their collection and taste in film





Trade Sales – some examples

estimated: US$50 - $100M

estimated: US$20 - $30M

US$280M all cash deal

In US$18.9B merger between

Vivendi Blizzard and Activision

US$700M – accumulated

700,000+ subscribers since

2005, subscribers pay US$58pa

US$8.5B

Key Takeaway 9

Social networks are eco-systems that can

aggregate very high economic value, both

for the operator and those who can plug

into the platform. It’s also why to grow

brand equity, marketing plans must

integrate social media.

Authorities includeA

Tom Smith – Global Web Index

Susan Rice-Lincoln

Natalie Tran

Brian Solis

Mari Smith

Brian Halligan

Tim Bajarin

James Schramko

David Rogers - Columbia Business School

Key Takeaway 10

• There are plentiful online resources

from great thought-leaders

• Get prepared, skilled, practiced and

connected

• Better yet aim to become a trusted

authority in your niche!

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Thank you for connecting!

Antony HingCo-founder and Director

Weeve Ltd and the Movr social film network

Mobile/cell: +61 (0) 428 29 39 49

Twitter: @Antony_Hing

[email protected]://au.linkedin.com/in/antonyhing

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