March 05, 2012
/ by Ellen Enrico
We sponsored and presented again this year at the 4th Annual Gravity Summit that took place just over a week ago on the UCLA Campus in Los Angeles, CA. It seems this event never disappoints as it was a spectacular day of learning and sharing about social media monitoring in the world of sports and entertainment. Not to mention the presence of some big names from these industries, including Warren Sapp, Janiva Gavankar, and for the 80’s music fans out there, Curt Smith from Tears for Fears.
There’s nothing more social than sports and entertainment. Community, passion, excitement, enthusiasm, celebrity, and personal branding—all of these things tie into the idea of social media and define sports and entertainment. These two worlds are absolutely merging.
The agenda was complete with speakers from television networks, sports agencies and music panels. And as you can imagine, there was a tremendous amount of knowledge gained from each speaker, and always some great takeaways. Here are just a few:
Warren Sapp speaks!
A Powerful Welcome Beverly Macy, Gravity Summit<
I found Beverly Macy’s opening keynote to be very powerful, stating that social media is creating a change in businesses unlike any other. “We’re seeing an absolute tidal wave—a difference that is affecting all parts of the organization. IBM has even announced a VP of Social Business, which means they see a future in it and that it is likely here to stay.” We’re at a tipping point of social business, everything from HR, customer service, communications, and investor relations. Every industry is jumping into social media.
Customers can talk to brands directly, but they can also talk to each other via social networking sites. Real-time means real-time. When something goes wrong, you must be able to respond and act immediately. Fixing it in 2-5 days is no longer enough. Millions of people are paying attention.
It’s About Having a Community Derek Smith, Fox Filmed Entertainment
As social continues to evolve, it’s not just about having a twitter account or Facebook. It’s about having a community, connecting to your customers, so that anyone who wants to contribute to that community can do so and you can then get some value from others.
Social is a strategy, it’s not just a fad; it’s a business tactic that needs to be sitting on the table with everything else. Learn how to facilitate communities, harness the power of engagement.
Social Media’s Role in Changing the Business of Music Curt Smith, EDx Speaker, Tears for Fears
Back in the day when Curt Smith and his band Tears for Fears were recording, they had to get their voices heard, get coverage in radio, TV, awards, charts, etc. they had to manufacture, sell at retail, and go out on tour. Musicians/artists had to cast their lot with one of the recording labels and get their message (music) exposed to potential audiences across a seemingly infinite number of retailers.
What social media has brought to the music industry is the elimination of middlemen who add extra cost but no value to the process. Musicians/artists can now communicate directly with their fans and the media via social network sites. Artists at all levels of their careers have control over how, where, when their music is marketed. It is a fantastic thing!
Traditional Media is not Dead Bill Dube, PR Newswire
With the rise of social media, Bill reminded the audience that traditional media is not dead and it would be a big mistake to ignore this channel. If you truly want your content to be shared, you need to target traditional media along with social media channels.
Everything lives online, including traditional pieces of content. There is 48 hours of content being uploaded to YouTube every minute equating to 3 billion views a day. Companies need to create brand advocates who will send their message out accurately and quickly.
No one will pay attention if they don’t trust you. Ask yourself, are you creating a compelling story? Are you delivering it to a trustworthy channel in a trustworthy fashion?
Using Social Data to Prevent Female Fan Fumbling
It was an amazing experience for me to present alongside my colleague, Ken Krumhansl, at this year’s summit on “Using Social Data to Prevent Female Fan Fumbling”. We explored whether Super Bowl advertisers made the most of their $3.5 million per spot investment and how social media monitoring and data analysis can help brands maximize marketing and advertising spend. In case you missed it, the webinar “What She Said”, presented with Jason Falls of Social Media Explorer, covers in-depth how women’s social conversations impact buying intent and purchasing behavior. View the replay of it here!
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