Adding To The Noise

A critical view of new media, new technology and new marketing.

Which Social Media Conversation Are You Joining?

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Solis’ Conversation Prism has been around for a while, but it is still a useful tool. It gives you a whole view of the social media universe, categorized and organized by how people use each network. One  channel that I think is picking up steam is the music conversation channel. Many users, especially young demographics are moving to streaming music services like Pandora and Last FM. With minimal advertising interuptions compared to radio and no monthly fees like Satalite they are an attractive alternative. I believe they will only increase in popularity as more TV’s and BlueRay players come with Internet connectivity built in.

The great thing about a campaign on Pandora and/or Last FM is you can really segment to your audience by format. Does your target like adult contemporary, hip hop or Barry Manilow? There’s a station for that! You can also geo target your buy by top markets or distribution regions and the nice thing about a Pandora ad is that it has both audio and visual elements.

Recently Toyota has struck a long term deal with Pandora for some of these very reasons. A company executive promised, “The campaign will be the largest in scope and span to ever run across all of the Pandora internet radio advertising platforms.” As part of a new, multi-year “Legends & Icons” advertising series, Pandora will brand stations and artists with Toyota models. The Highlander will be on the Top 40 station because the demographics of the care model match the listener demographic for the station. Different models will brand different stations with lots of customized channels, artist spotlights, exclusive releases, radio ‘mixtapes,’ and video integration. Toyota executives say they have a broad target demo of 18-49, but though different stations and content slivers they can be more segmented.  Pandora now has 80 million registered users.

Has your company joined the digital media conversation? If not find the right channel and jump in!

About these ads

Author: Keith A. Quesenberry

I'm a professor in the Center for Leadership Education at Johns Hopkins University. For 17 years I was an advertising professional as an associate creative director and copywriter working on marketing campaigns for large International Fortune 500 companies to small regional businesses. Here I lead and develop multiple communications and marketing courses from traditional to social media. I pull from my professional experience, teach theory, and use interactive methods to inspire and help prepare future leaders in today's fast paced innovation driven business environment. I am also active in academic research. I have published journal articles, lead workshops and presented at academic conferences including AAA and AEJMC.

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