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Social Media, Audience and the Arts An Introduction

For students of the School of Culture & Communications

The University of MelbourneAntony Hing - Sept 2011

Social Media, Audience and the Arts An Introduction

For students of the School of Culture & Communications

The University of MelbourneAntony Hing - Sept 2011Image Thomas Hawk Flickr

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Post GFC, social media and social commerce

are the new global growth zones

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Its 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 its also increasinglycompetitive!

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Humans cant help it: we need to belong

Seth Godin - Tribes

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how they shop,live and learn

Source: The Social Revolution Connecting with todays customer - George Hsu and Brian Halliganhttp://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

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Source: The Social Revolution Connecting with todays customer - George Hsu and Brian Halliganhttp://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

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Gamification where social began

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

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Gamification: a change tool for our future leaders

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

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and for solving todays problems

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

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Key Takeaway 1

Whether you choose change,or change chooses you,

consider how gamification can assist youand your teams best deal with newscenarios and futures, adopt new practices

and help shape customer behaviour

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Social Commerce Stars

Socially EngagedLaggards

Commerce Engaged

Source: Trendmaster Global Web Index August 2011

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Key Takeaway 2

You have to look beyond Australia (and the

other Laggard social economies) to trulyappreciate where the social universe andits digital natives are heading

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12 months from now: beyond the PC

1 year from nowCurrent

Source: Trendmaster Global Web Index August 2011

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Additional information and commentary: KPMG ViewPoint April 2011Scott Cass-Dunbar and Sean OByrne

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

Leaders are publishing their wayto success and claiming theTrusted Authority space.

Why not you?

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Barry Salzman, Googles Managing Director, Media and Platforms,"The Future of Display Ads: 7 Predictions for 2015 Jan 2011

Social Advertising to

reach US$50B in 4 years*

* Of an estimated US$200B pie

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Super-charged word of mouth will determinethe success or failure of brands

What is the future value of non-social brands?

The conversation around content is now king.

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Key Takeaway 3

Social media publishing tools are gettingeasier to use by the day.

Groups is an example of howbusiness people with almost zero web 2.0experience can easily start publishing and

growing their own communities of interest.

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Social Media impacts all areas of Marketing

Additional information and commentary: KPMG ViewPoint April 2011Scott Cass-Dunbar and Sean OByrne

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Using Social Media To Aid Event Promotion

Blogs

Videos

Tweets& RSS

Posts &Reviews

Games

LocationBased

Services

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Reinforcing new modes and behaviours

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

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Source: The Social Revolution Connecting with todays customer - George Hsu and Brian Halliganhttp://www.slideshare.net/HubSpot/social-revolution-connecting-with-todays-customer

The new Marketing Managers profile

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Key Takeaway 4

The practices of marketing, sales andbusiness communications will be amongthe first to change as social commerce

becomes the new normal The actions of social are: connect,

engage, interact, respond and be present.

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Rising demand for professional content is

coinciding with a surge in social commerce

Source: Trendmaster Global Web Index August 2011

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Professionals never had it so good

Source: Trendmaster Global Web Index August 2011

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Key Takeaway 5

Those who learn how to originate andpublish content in a professional waywill be sailing into blue oceans

Even if you dont originate content,curating and re-publishing it can still bea blue ocean activity(a blue ocean is a zone of demand with few or no competitors)

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Source: Trendmaster Global Web Index August 2011

Midway through 2011 the hot zone is:

social film entertainment platforms

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Source: Trendmaster Global Web Index August 2011

Films are at social medias epicentre

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Source: Trendmaster Global Web Index August 2011

A film site

Films are at social medias epicentre

Managed their profile

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Source: Trendmaster Global Web Index August 2011

Films are at social medias epicentre

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Key Takeaway 6

Film and video are in the hot zone of social media. Convert your messagesinto formats that are film and videofriendly

Be prepared to make them of

professional quality

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What is the principle of social film?

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

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Social film - a case studyProject 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 audiencethen use of Social Media has enabled:

The building of awareness, early in the film-production phaseamong millions of school kids and teens worldwide,Action Agent clips on YouTube to generate strong audiencemomentum throughout the casting process

school kids, teens and parents from all over the world to feela strong sense of involvement, even though film release isprobably over a year away.

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Key Takeaway 7

As film goes social, Participatory Film-making will become a new way toenrich the movie experience and evenallow fans to be part of the movie itself

It will lead to more innovation in crowd-

sourcing.

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The problem in the film industry is

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Film audiences struggleto find films they like,

while filmmakers struggleto find their audience,

because.

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Each year so few films gain release!

20,000+

1,100

Feature films produced yearly

Admitted at Festivals & Marts

Typical Cinematic Release

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How is 1,100* new films for660,000,000* 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 marketbe if more films were accessible?

What of stories needing to be toldthat arent?

What of creating a better filmexperience?

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

h d i d h fil i

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* Extrapolated from research on consumer categoriesdiscussed in social networks by Universal McCann Wave 5, 2010

The desire to deepen the film experienceis why so many people talk film

in social networks!

~ 500 million people shareopinions 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

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Engaging super influencers and power users

Avids have their identitystrongly bound up in film.They like to read and gainknowledge about films.Avids use a greater variety of sources and efforts to findfilms

80 million

extrapolated from Universal McCann Wave 3, 4 and 5

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Key Takeaway 8

Audiences are not all equal!Some clamour louder and drive social

change more than others these are yourchange agents and the ones whom youneed to find and engage with soonest.

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answering a global need

Movr.com where the worlds film fans, filmmakersand 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 modeand your confidentiality is appreciated

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Key features will bereleased in phases .

iPad and Android tabletversions coming soon

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You are welcome to join Movr.com but please note it is still in pre-release modeand your confidentiality is appreciated

Trade Sales some examples

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Trade Sales some examples

estimated: US$50 - $100M

estimated: US$20 - $30M

US$280M all cash deal

In US$18.9B merger betweenVivendi Blizzard and Activision

US$700M accumulated700,000+ subscribers since

2005, subscribers pay US$58pa

US$8.5B

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Key Takeaway 9

Social networks are eco-systems that canaggregate very high economic value, bothfor the operator and those who can pluginto the platform. Its also why to growbrand equity, marketing plans mustintegrate social media.

h l d

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Authorities include

Tom Smith Global Web IndexSusan Rice-Lincoln

Natalie TranBrian SolisMari Smith

Brian HalliganTim Bajarin

James SchramkoDavid Rogers - Columbia Business School

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Key Takeaway 10

There are plentiful online resourcesfrom great thought-leaders

Get prepared, skilled, practiced andconnected

Better yet aim to become a trusted

authority in your niche!

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