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Teri Thompson, President

Rocky Peak Enterprises, LLC

@TeriThompson1

Teri.thompson@rockypeak.com

Social Media Marketing

for Business,

Entertainment & Music

Presentation at the Music Institute

Hollywood, California

Thursday, January 31, 2013

Teri Thompson

Austria Cuba

Canada

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•One Tweet – a message with no more than 140 characters – turns into $33 million-plus in Haitian disaster relief •A Town Hall meeting on transportation systems in Orange County, California is viewed in real-time in •Russia •Western Europe • Asia •Former struggling competitors are thriving by sharing customers

Consider The Following

IF NOT FOR YOURSELF, THEN FOR YOUR STAKEHOLDERS •100,000 people a day are joining a community somewhere around the world •Audiences and consumers are relying on each other for buying decisions

“Reviews are the New Advertising” “Conversation is Currency” •Be aware of how to harness these platforms for professional and personal branding •Stay relevant and in business

WHY SHOULD I CARE?

2010 United States Library of Congress Archive all tweets from 2006 into the future for

historical purposes

“Plane on the Hudson”

“ Arrested” Stanford student

Real-time is simultaneously becoming history

What is Social Media? Defined

Free digital platforms

that support conversation

within a community

Media that is Social

New Tools

Instead of one-to-one

It is one-to-many

What is Social Media? Reach

United States -Popular

Facebook 1 Billion +

Twitter 478 Million +

LinkedIn 175 Million+

YouTube 2 Billion videos per/day

Pinterest 27 Million

Blogger & Tumblr

International

QQ, Qzone, Weibo Sina, Kaixin,

– Ren Ren

Xing, StudiVZ , V Kontakte

Facebook

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Digital Natives (Mark Prensky – Harvard Univ)

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•Generation Y, Generation Net redefined

•Males /Females under 35 years of age

•In U.S. 90 million

•Outnumber Baby Boomers 70 million = “Youth Bulge”

Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.”

Boston, Harvard Business School Press, 2004. 1-2.

Why Now? Perfect Storm

Free

Technology

Global Recession

Digital Natives

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Communications

Shift

Small Business Survey

Social Media Understanding Gap

2 in 5 reported Word-of-Mouth main way

they got business

Research: eMarketer.com Hiscox June 2011

No Control!

FEAR

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Manage the Conversation

Social Media Conversation Strategy

Rule #1

Start with Listening:

– Where the conversation is taking place about

you, your product, brand, industry

– The Voice of:

the individual 1st, 2nd, 3rd layer

the community

Find the Influencers

Empower

Audience, customers, consumers, clients, friends, followers

Rule #2 - Social Media Strategy

Rules of Engagement

Openness

Transparency

Truthfulness

Authenticity

Adding Value

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Social Media Strategy

Rule #3

Keep the same branding -

name & graphics/color

across all social media platforms

for brand consistency

&

Link them!

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Social Media Strategy

Rule #4

Develop a brand “persona” as your

voice/image on social media

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Social Media Strategy

Rule #5

Develop content YOU would like to receive.

Put this shareable content in the hands of

influencers

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Power Tweets

http://www.youtube.com/watch?v=zjT3z_qlq7g

Singing “Tweetagrams”

The Rockabellas by Orange

http://www.youtube.com/OldSpice#p/c/484F058C3EAF7FA6/4/_-fLV28SkZ8

http://www.youtube.com/watch?v=owGykVbfgUE

Isaiah Mustafa – Old Spice:

“The Man Your Man Could Smell Like”

Weiden +Kennedy

Custom Tweets/Responses - JS Beals

Arkitect Beats

Promoting Music/Beats for artists and companies to use for personal or commercial needs

Nic Adler – “How Social Media Saved

The Sunset Strip”

Transformed and revitalized business at the Roxy and along Sunset =

“The Social Strip”

RETHINK

COMPETITION

Competition Transforms into Co-Opetition

Business Building

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Sunset Strip Music Festival

Step 1: User reaches landing page and connects to

twitter Step 2: User authenticates the PromoJam

application

Step 3: User is presented with the tweet and clicks

to post Step 4: User is authenticated to access the

“exclusive” page to download, view, grab a promo

code and more!

RETWEET FOR CONTENT

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Awareness Building = Ratings = Sales

Starring Jennifer Garner

Gaming as 360° Engagement

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Business Case for Blogging

Companies that blog:

•Generate 67% more leads per month

•Generate 55% more website visitors

•Have 434% more indexed pages

= more leads = more sales

Resource: eMarketer 2011

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Facebook for Real Estate

• 35% of buyers in the U.S. said

they used a social media site for

recommendations before buying

property.

“Social media has turned into a

platform where buyers are more

influenced by their close networks –

primarily on Facebook.”

Source:SocialAppsHQ

Advertising & Sales Channel

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LinkedIn Demographics

•Typical profile

Personal Branding

Brand “YOU”

•Consider your focus:

1. What are your attributes?

2. What brand are you trying to build?

3. Why?

4. Do you want to become an expert?

5. Do you want to establish your

• Company’s name

• Own name

• Both

6. Go niche

• Consistent handles across all platforms

• LinkedIn Profile a Must with BranchOut catching up

Entertainment Social Media

Leading Edge

CONTENT

Thank You – AMA & Music Institute

• Embrace The

Future

• Empower

Yourself

• Lead the Way

Teri Thompson www.powerrtm.com

@TeriThompson1

FB: Teri.Thompson1

LinkedIn: TOThompson

terithompson@powerrtm.com