In Part 2 of 3, in our sit-down with Geoff Livingston we get more acquainted with the social media marketing effects of the groundswell effect. If you missed part 1, feel free to get engaged here before moving forward.
We take a more look at where you may be with your brand reputation initiative and are you ready for a professional marketing firm or still have a little way to go before you pay to play with the bigger artist,labels, and events to move wisdom of crowds. We also take a grand look at why content is king and how to make the negative feedback into a 360 circle positive turnaround. Enjoy!
Corey Biggs: In the Dance Music World Brand monitoring to an artist is seen as quite essential to new releases and past event feedback. In your book you talk about it the brands responsible not only listening but also keeping everyone else updated on what he learns. Being this is it a real-time, everyday job do you believe that artist to get to where they are to where they desire should hire an integrating marketing strategist in this digital era?
Geoff Livingston:Not necessarily. I think you can set up monitoring mechanisms of your own with Google Alerts, Twitter, Google+ and Facebook searches, etc. It really shouldn’t take that much time on a daily or weekly basis.
Corey Biggs:WE see in the electronic world that the groundswell effect is scary to labels, artist and even new events. Do you see that the music world is lacking taking the building of incorporating feedback whether positive and negative and acting upon it?
Geoff Livingston: Yeah, I think that’s stupid. I really admire Radiohead and Lady Gaga for embracing the new media era and adapting its marketing and fan interaction. The music sector has its leaders, and a band can really make its own fate with social media these days. To me, it gives them a run-around the record labels.
Corey Biggs:For Artist releasing music what advice on the groundswell can you provide on how they should monitor their music release as should it be once a day, once a week, numerous times?
Geoff Livingston: Well, I’d say at least once a day during a launch phase. You can set up your monitoring dashboard to alert you as things happen. It’s up to you, but at least once a day. Once a week would be a disaster if a series of negative un-responded to reviews came out.
Corey Biggs:Do you believe in the Music world brand monitoring is far more of an urgent matter to corporate world with regards to positive, negative feedback on an artist, label and/or event?
Geoff Livingston: Well, I feel like its less important from a brand standpoint, and more important from a word of mouth aspect. Fans are your customer evangelists and you need them. You absolutely want to bend over backwards to serve them online. Without them, your music or work won’t make it.
Whether they like it or not is really a question of taste, but why would you alienate people by not listening to them and being present for feedback? To me positive or negative, by being present you win them over, and hopefully garner more support for future efforts.
You Speak about WOMMA in your book “Word of Mouth Marketing Attack”, In music can you provide some insight that can be grasped from reading your book? Also how do you create from one person to 5 or 6 self-reinforcing word of mouth in your eyes?
Geoff Livingston: I recently wrote a post on SocialFresh with five quick tips to do this: http://socialfresh.com/social-customer-experience/. I won’t rehash the whole post, but in a nutshell: Use photos to expand the experience, monitor and respond, publicly reward your biggest fans, crowdsourced aspects of your experience like t-shirt design, etc., and let fans be a part of the experience via comment walls, etc.
With a Radio Station how do you as a Network create a brand ambassador program in your eyes that will create a community of people who are passionate and care about your brand?
Geoff Livingston: See the above. To me it’s about rewarding and empowering stars with privileges, recognition and access. You can even create ambassadors within the network to serve as community managers. These deputized community members will be forever loyal to your band.
Corey Biggs: In your book you talk about brands intellectual property in owned content. With regards to dance music with radio shows, new releases of music , and creating visual showcases as a whole interactive brand reputation initiative, how does this you feel help a brand , label or artist be seen as an expert?
Geoff Livingston: Hmm, interesting question. I think people respect good marketing as an extension of a branded experience. So, to me when you look at Katy Perry, Jay-Z or even Soundgarden (though waning) everything about their presence is planned. These are well-manicured brands. It makes them look worth buying.
At the same time, without the chops, and real fan interactions/support it may all be for nothing. Marketing without product sucks.
Corey Biggs: With Brands, people buy from people they like and trust. Do you feel this adaption to music and artist with their owned content also need to be developed one to one B2c in a human interaction in a very effective way?
Geoff Livingston: When you look at the Dave Matthews Band and the incredible support they receive, and Radiohead and other grassroots like music acts you have to believe that it only makes sense. It gives the band a lot more control of their own destiny versus trusting the old industry process.
Corey Biggs: With the Youtube world and videos going viral in your book you speak about “they will watch, and share videos that are clever and interesting. How as an artist in your eyes can you provide insight on building this with their releases or radio shows on viral video initiatives?
Geoff Livingston:A) Put up great videos.
B) Be smart and let other people hack and mimic your video. Don’t be an idiot like Prince and try to control it. Let people experience you, show how they like your music, and tell their friends.
C) Build a great series of social networks to help get the word out about those videos. Without the network, the content fails.
Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She also is the lead author of the PR and marketing blog Spin Sucks and co-author of the book Marketing in the Round (with Geoff Livingston).
Geoff Livingston is an author, public speaker and strategist who helps companies and nonprofits develop fantastic marketing programs. He brings people together, virtually and physically to build loyal networks for business, change and higher knowledge. A former journalist, Livingston has written three books, most recently co-authoring Marketing in the Round with Gini Dietrich.