sesam.hu

Engineering Manager / Trail Runner / Budapest, Hungary

Twittermarketing

Kicsit visszatérve még az előző Twitteres bejegyzéshez: Trent Reznor csiripjét követve jutottam a Topspin nevű médiacég blogjára. A legújabb bejegyzésükben azt mutatják be, milyen hatékony direkt marekting eszköz lehet a Twitter egy zenekar számára.

A post írója pár hete egy konferencián még úgy nyilatkozott, hogy az email marketing még mindig fontosabb, mint a Twitter vagy mondjuk a Facebook. Példaként felhozta, hogy az eddigi kampányaikban az első hetes eladások 1-2%-áért volt felelős a Twitter, és 2-4% volt a Facebook részesedése.

Ehhez képest a Jimmy Eat World zenekar csupán egy hónap alatt simán összegyűjtött 200.000 követőt Twitteren jórészt egy ügyes koncertturné website révén. A Clarity album tízéves évfordulója alkalmából rendezett koncertsorozat felvételét is a Twitteren jelentették be, a rajongók pedig a #claritylive hashtaget használva egyenesen a címoldalra kerülhettek a banda siteján.

Nem mellékesen a Twitterről érkező látogatók az összes böngésző mintegy 22%-át tették ki, és ami ennél is fontosabb: az eladások 20%-át a Twitter segítségével érték el. A napjainking vezető módszernek gondolt emailes marketing ennél kisebb részesedést hozott.

Lee Martin, a kampány egyik kitalálója és szervezője így foglalta össze a Twitter hatását.

Mintha ott állnál a boltban kezedben a Jimmy Eat World lemezével, és ezer ember mondaná mellőled, milyen király.

A kérdés az, tud valaki olyan magyar zenekarról, énekesről vagy zeneiparban dolgozóról, aki megtalálható Twitteren?

Nyilvánvalóan ilyesmi akkor lehet sikeres, ha a rajongók nagy számát lehet potenciálisan elérni a csiripen keresztül. Magyarországon talán még nincs meg az a népszerűsége a Twitternek, ami számottevővé tehetné marketingszempontból egy együttes számára. Viszont úgy sejtem, jó kitörési pont lehet. Nem mellesleg egy Twitter accountot létrehozni, és követőket keresni nem olyan orbitális munka. Érdekes lenne látni, mennyire válna be nálunk.

fee.fm

In a surprise move today last.fm announced that their radio feature will only be available for subscribers outside the US, UK and Germany. Subscription costs 3 Euro for a month. The way I understand it this will affect everything from friend channels to recommendation radios. Non-subscribers will be eligible for 30 tracks of free samples then they will need to subscribe to continue listening.

The only grey area for me is how they will decide who’s in the US and who’s not. Is this based on IP-detected geolocation or simply the user’s country setting? Also if I downloaded my iPhone app from the US iTunes Store do I count as a US user?

It is easy to tell that even though 3 Euro is not that high a price this change will be extremely unpopular. The announcement post is already filling with comments expressing emotions ranging from dissatisfaction to pure white hot rage. And I am not entirely sure that that the sometimes really bad quality, slow streaming and “not enough content” errors won’t prevent many from even considering subscribing.

It would really be helpful in understanding the situation if they actually released any information as to why this change was necessary. Is it the music industry trying to squeeze more money out of them or a corporate decision from CBS? Also what is the money going to be used for? Is it going to fill the pockets of the label owners or the actual musicians?

Sorting out the issues with the radio service and the usually meager content first wouldn’t have been a bad idea either. People are a lot more likely to pay for something that’s actually worth it.

Apple's September event

This latest Apple event was rumored to be a big deal, to the extent that even Apple representatives had been spreading the word: pay attention because we unveil hot stuff.

I suspect some will be dissatisfied with the actual event.

So what exactly was released? In a nutshell Apple updated almost the entire iPod lineup, including cosmetic and under-the-hood changes. They reverted the nano back to the 2nd generation tall look. (I have always been suspecting that the square design was a bit of a fiasco, since my own tall black nano have always felt naturally fitting into my palm.) The iPod touch got the look and feel of the new iPhone, along with its new features, including some really cool-looking games.

This all was more or less predicted.

The envisioned iTunes 8 changes have also made it into the release: HD TV shows are a logical step up (too bad most of us humans don’t live in the US…) and the new visualisation was a surprise to only a few.

So what then is that aforementioned big deal?

In my opinion, behind all the rainbow-coloured magic, it’s the Genius Playlist. No, not the fact that it puts similar tracks in a playlist based on some algorithm. For us who knew about Pandora or Last.fm‘s recommendations this is old news. I believe the most important fact about this whole genius business is somewhat shrouded by the hype around the feature. Nevertheless, after updating their iTunes all those iTunes Music Store shoppers will turn on the Genius Playlists and will provide Apple with a sea of invaluable statistics about their listening habits.

After all for the new feature to work Apple gathers all the play counts, playlist orders and whatnot. Anonymous it may be, it’s still an extremely valuable asset to know all these. Up until now Apple could only bargain with studios and labels with their “retail” stats: who bought what? if they bought this did they buy that too? etc. Now they will have a whole new set of information: who listens to what? how often? I’m sure you can all come up with a dozen questions like that. Questions the answers for which, incidentally, most people in the music business would die to know. And since this data is continuously collected Apple will not only have a snapshot but will be able to deduct trends.

After all they are the largest music retailer in the US. Now imagine, they will have the listening statistics of all those people around the world who just use iTunes as a music player.