Archive for November, 2010

(Or how social media is being used for business purposes in the av industry)

(Hey – The Pixies)–%20Hey.mp3″

Social media has reshaped the industry, the commerce, strategies and the world behaviour. Nowadays it is the key of business and every marketing campaign needs to take place mainly online, where the public already is. But social media is not only about marketing in the business’ mind.

Something has changed in the world 2.0. Business is not just providing goods or services to the customers anymore, but rather getting engagement from the people. Not only the consumption of the product is important for the company, but also the communication and the highest participation possible. People feeling part of the brand, giving them opinions and suggestions, being involved and feeling part of that community, having positive experiences… a whole experience of buying.

In order to get it and instead of just trying to sell whatever their product, firms now identify our necessities, analyse what most of the people are interested in, try to fit there and chat with them, pretending to be selfless and to expect friends and followers more than clients. To do this (giving otherwise unheard people a voice) social media is the perfect ten, however is really difficult to predict the outcomes of different initiatives.

As a result we are workers for every company, giving ideas, opinions and suggestions to improve them and not only this but also doing it happily and convinced. Like Ikea or the pubs where you serve your own beer. In exchange you get the feeling of being an informed costumer and having some influence. You feel the power.

That applies to the audiovisual industry but in this case the challenge is even bigger because the social media strategy usually coexists with the audiovisual content itself. Hence, there is the need to create solid and interesting contents that can push through the incredible amount of competitors from all over the world, including the consumers. Getting a strong online presence and making possible the whole enterprise process happening in the same medium (from the creation of content to its marketing, selling, evaluation…).

P.S.: I guess that would be better in this post to speak about prosumers instead of consumers, but I have to say it: I hate this word…


Take away

Posted: November 17, 2010 in Social Media
Tags: , , , , ,

(Bigmouth strikes again – The Smiths

I guess it was pretty obvious from the title but just in case… This post is about how the experience of listening to music has change owing to the mobile devices. Foremost about the “ mp3” devices. It is true that from the walkman music is mobile, but the way of listen music was not so flexible and more similar to the home devices.

As a listener and music lover the advantages are a lot, however from the point of view of the artists or the average person involved in the audio field or even as a person walking without headphones along the street the perspectives could be different. I will try to analyze a bit everything and a lot of nothing.

The possibility of listening to tons of new music in the spare moments of everyday’s life, mainly on your way to places, giving you a real chance to live in a videoclip. Also the real convergence that it implies, saving a separate music device and (this applies only if using the mobile phone) making the most of it in case you get no calls at all. Digital data moving easily between devices, you can consume music as an addict, fast, without pain, randomizing, changing song every 5 seconds, without attention, while doing other things.

In the meanwhile most of the artist and bands are still working on doing full albums, that only real fans or the odd one listen. Good songs vanish in the air and there are a lot of songs that are planned fast as well, from the start, knowing that only will last a couple of weeks in the music world. Fast music.

Anyway, recycle.

PS: I was thinking about to choose the placebo cover of the song, because it says “discman” instead of “walkman”, but even though was pretty old fashion so I put up with my first choice.

Update: I found it! Finally Joan of Arc got an “iPod“:).

(The kids aren’t alright – The offspring )–%20The%20kids%20arent%20alright.mp3″

Convergence is a word that doesn’t fit at all in the concept that it tries to represent.Because this convergence paradigm is not a single point towards where everything goes. It is an incredible amount of options growing in every direction as they feel like rather than a single thing tending to collect all. Is a process without end, crazy race to nowhere.

No matter how much you read about convergence and if the author’s approach is technological, social, from services and business, economical or whatsoever mix of angles, the so-called definitions spread and spread in a vain effort to range all the possible nuances. However, there are certain common places and impressions that could represent the first essence: blurring, boundaries, participation, connection, chaos, ubiquity.

I will try to do my little contribution with a few personal thoughts that suggests me convergence. (more…)

(Stones – Sonic Youth)–%20Stones.mp3″

Copyright makes you live in fear.

Some years ago, copyright did not usually hang around your daily live. One day you wake up feeling creative. In the past you would cut out a photo from the newspaper, stick it on a completely different photo and maybe even draw some funny complement on it. This collage, of which you were very proud, would remain exposed in your kitchen for a long time. No matter of whom is the photo or what you did, your life was safe.

However nowadays everybody’s life is a bit more public and every little action is apt to have lot of repercussion. In a network world, things are more unpredictable than ever and thus are much more difficult to control. The old copyright is not useful anymore because every piece of work become digital and digital staff spread like wildfire.

If the copies are free, the idea should be more rewarded. But, how much does an idea cost? That is the better and the worse of living connected. The inspiration and materials to carry out creative works are around, but some of them are untouchable although completely within reach. In the middle of such amount of information totally new ideas are almost impossible. How not being influenced  by any previous shared ideas?

In an ideal world nobody would appropriate another people’s ideas, and artist would not need to fight to get incomes from their job. Unfortunately, things are not always like that, and the laws are not changing as fast as the world.

For daily ideas a pretty useful solution is that the owner chose the desired future use of his/her creation. If only showed or also allowed to modify and reshare. The really complicated matter is to be fair with the people who used to live from intellectual property.

Media business (like music) should continue fighting to find their new place in a different ruled world. Adapt or die!.