Ron Schott - Who influences the influencers? (Darker Music Talks August '13)

Who Influences the Influencers?

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Tweet Qs Using #DarkerMusicTalksAlso, I’m @ronschott on Twitter. Don’t use @rschott… That guy hates me.

Hi. I’m Ron.

WHAT IS INFLUENCE?

Dictionary Says…

Noun: The capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others.

In the Digital Space…

We look at influence essentially the same way, we’re just able to measure it a bit better.

The Math Behind the Measure

How closely-tied they are

to a topic/event

How many people see

their content

Ability to create action+ +

Relevance

Reach Resonance

THE RISE OF INFLUENCE

Influence and Word of Mouth Aren’t New

The idea that influence and word of mouth are new… is wrong.

In the markets of old, it was word of mouth that drove commerce.

The Evolution of the Influencer

Internet “Access is King”

Social Web “Content is King”

Real-time”Context is King”

‘90s

‘00s

‘10s

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Connected.Mobile.Open.. 3

7%

UK mobile phone users use social media

HOW DOES THIS APPLY TO MUSICIANS?

You Have to Cut Through the Noise

One of the great things about music is there are tons of musicians out there. That also means you’re constantly having to raise your voice, just to get heard

People Who Make Decisions Don’t Always Come up with the Ideas

Yeah, there are people at labels and that handle bookings that may be as in-touch as some, but in most cases – they’re not. Who’s influencing them?

The Influence Pyramid

Top-Tier: Your columnists, industry pundits, etc.

Mid-Tier: Empowered bloggers, etc.

Bottom-Tier: Excited and passionate fans and individuals

typical

The Influence Pyramid

Top-Tier: Your columnists, industry pundits, etc.

Mid-Tier: Empowered bloggers, etc.

Bottom-Tier: Excited and passionate fans and individuals

flip-that-on-its-head

OK RON, HOW DO WE CONNECT WITH INFLUENCERS?

Find Your Voice on Social

You know who you are as an artist/group. Take that and put it online. Even if you don’t see yourself using them much, it’d be beneficial to start profiles on:• Twitter• Facebook (Page, not profile… snag Instagram while

you’re at it)• YouTube• Tumblr• SoundCloud• MySpace (What? Yes.)• PureVolume

OK… MAYBE SOCIAL ISN’T ALWAYS GOOD

Listen

Listening is one of the most important parts of life. Listening and learning from conversations goes a long way in connecting with influencers. People are constantly talking about• What artists they like (and don’t like)• What gigs they went to (or are going to)• Experiences they’ve had

And each of those can play into how artists and groups can connect with them.

See who’s talking about you and even add them to a (private) list so you can keep track of your fans

Act

Engage with your fans, other bands, and industry people. You don’t have to just sit on the sidelines.

*Shameless Seattle Plug

But seriously… Mackelmore (and Ryan Lewis) focus with an intensity on their fans. They regularly talk with them (and not just since they got big)… and they credit them with helping them get to where they are today (instead of the crappy club I first saw them perform in).

Show

Give your influencers a look behind the curtain. It’s that connection to you as an artist that fuels their conversation and creates passalong. Give them something first, before it goes wide…

Have Fun

You don’t create music because you want to be rich… that’s just going to happen eventually

Having fun and interacting gives you a chance to stay connected (no matter how much you’re not) to your fans and influencers.

ONE MORE THING…

TH*NKS

Ron Schott - Who influences the influencers? (Darker Music Talks August '13)

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Transcript of Ron Schott - Who influences the influencers? (Darker Music Talks August '13)