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It's Harder Than It Looks: What Musicians Can Teach Us About Engaging Markets

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Published on Mar 17, 2014

FutureM 2013 session with Nancy Baym

Social Media seems to be a marketers dream with so many ways to reach and listen to current and potential customers. In the music industry, "connect with audiences" has become a catch phrase. But when you look closely at what musicians and music marketers have to do to connect with audiences, you realize it takes a lot more than showing up. Show up for this session to see the difficult and sometimes dark parts musicians face in building and maintaining audiences online and discuss how they apply to marketing contexts relevant to every marketer's future. We'll talk about things like deciding where to be present, analyzing audience behavior, deciding whether and how to reply, how audiences do their own -- sometimes subversive - things with materials you might want to control, and what it really means to "connect" in ways that work for brands and customers.

Speaker:
Nancy Baym
Principal Researcher with the Social Media Collective, Microsoft Research New England

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