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Social Networks and Music – Part 2

At SXSW 2011, Dan Scheinman, SVP and GM of the Cisco Media Solutions Group talks about the importance of collecting data about music fans and how they interact with content on social networks.

At the SXSW 2011 Music Panel “You’ve Built a Social Network, Now What” panelists including our own SVP and GM Dan Scheinman, offered a diverse audience made up of musicians, artist managers, independent record labels advice on how to leverage social media tools to grow and monetize their fan bases. The main theme of the conversation, as we pointed in out in our first part of coverage of the panel (link), is that an artist web site needs to be the center of a musician’s online strategy. Just recently, music marketing manager Michael Branvold offered up eight more reasons why artists should not rely on social networks for their main online presence -- Branvold’s eight points are diverse and can be read over at the site Music Think Tank.

An independent label manager in the audience of the SXSW Music panel, complained there are too many social networks for musicians and label / artist managers to keep up with. He wondered which ones are the most important to maintain presences on. Moderator Bill Werde, Editorial Director of Billboard Magazine, Michael Fiebach of the digital marketing and management agency Fame House and Paul Sinclair, SVP of Digital Media of Atlantic Records offer some strategy for this independent label manager asking the question.

As Paul Sinclair pointed out, musicians shouldn’t chase every new social network that comes along. But at a minimum, musicians are expected to have a dialog with their fans on Facebook and Twitter, and then use the conversations there to drive fans back to the artist web site.

At another SXSW 2011 panel about social networks and musicians titled ‘Musicians and the Social Graph’, DJ and video producer Mike Relm offered to the audience that musicians should take the time to figure out which social networks and services lend themselves best to the kind of conversation they want to have with fans. Relm offers that he primarily focuses on YouTube because he’s focused mostly on the production of video content. Yet he still uses the videos to drive fans back to his web site -- http://mikerelm.com :

If Facebook and Twitter are the main social networks musicians are expected to engage with fans on, which other social networking services are important to fans? At the ‘Social Graph’ panel,  Jonathan Crowley, Director of Business Development for Foursquare, talked about how rock giants Soundgarden used the location based social network. Twitter’s Jonathan Adams and SF Music Tech’s Brian Zisk joined the conversation, explaining how messages from musicians over social networks can then be amplified by their own fans.

Personally, I wasn’t using Foursquare as a music fan at SXSW 2011. It turns out if I had been following some of my favorite bands on Foursquare, I would have been let on the news that they were playing some secret shows.  Please use the comments section below for any thoughts on the video conversations offered in this post.

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News@Cisco Week in Review and Look Ahead: April 4-8

Check out some of our top news stories of the week here at Cisco!

1.) ’Socialnomics’: When Word of Mouth Goes Global

There are many social media sites that have turned out to have been fads, but it’s hard to imagine the greater social media movement grinding to a halt. Author Erik Qualman says social media is here to stay, and companies must embrace it. Where do you see social media going? Do you think it’s a fad? Read More »

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Cisco Viral Video Campaign Drums Up $80M in Sales Opportunities

A picture might be worth 1000 words but an award winning video could be worth over $80M in follow-on sales opportunities. In a recent video campaign to promote the ASR 9000 Edge Router, the Service Provider Marketing team at Cisco challenged the community to test drive its non-stop video experience by using a remote controlled robot arm to pull out the route switch processor card and watch how the ASR 9000 continues streaming video -- uninterrupted! To schedule a test drive and see for yourself, click here and reserve your spot today!

With metrics like that it’s no wonder this campaign was a finalist in the viral video category of the B2B Social Media Awards! This campaign is now up for a People’s Choice Award so PLEASE VOTE, it will take less than ten seconds!

In this short video I met with Stephen Liu, Senior Manager of the Service Provider Marketing team who was the mastermind behind this production. Stephen provides an overview of the campaign, shares some of the impressive metrics and ends with some best practices which he believed led to the success of this campaign (hint: a clear call to action!). Check it out!

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Cisco Channels Social Media Spotlight: Your Questions Answered

April 6, 2011 at 11:36 am PST

Since starting my role in Cisco Channels social media some three years ago, I’ve been asked a lot of questions: “What video camera should I buy?” “Who do you like to follow on Twitter?” “Who does your hair?” (OK, no one’s actually asked me the last question, but drop me a note in the comments if you really want to know.)

But the most commonly asked questions that I hear over and over are: How do I get started with social media, what are the best tools to use, and how do I engage more customers? Well, in the interest of helping Cisco partners around the globe achieve resounding social media success, I’m happy to announce our new Channels blog series: Social Media Spotlight!

In this series, my fellow Channels blogger Kalpana Ettenson and I will be addressing any and all social media questions that you have. For starters, we want you to post your most burning social media questions in the comments below so we can address them in upcoming blog posts.

And we also have a few topics planned based on questions we’ve gotten in the past… Read More »

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Trust, Reliability, and the Downside of the Fast-Twitch Twittoblogosphere

It is clear that we are in a transition with regards to the way information is published and consumed. Old school media such as newspapers and network news are in decline or are, like the New York Times and the Wall Street Journal, looking for new ways to remain relevant.

The rise of social media as a source of news has both positive and negative aspects. On the positive side the speed of social media has proven hard to match. For example, on November 23, 2010, North Korea shelled Yeongyeong Island in South Korea. My first notification about that event was via Twitter and it was only later that I was able to get confirmation via CNN. Similarly on March 11, 2011, when the earthquake and subsequent tsunami hit Japan with tragic consequences, my first notification was again via Twitter. Clearly first-mover advantage goes to social media, largely due to the lack of overhead and the few barriers to and low cost of publishing.

Recently we saw one of the weaknesses to the often knee-jerk, fast-twitch responses that social media can create with the unfortunate accusations that were falsely leveled at Samsung; statements accusing the Korean manufacturer of putting keylogging software on its laptops. Read More »

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