adapted soundcloud observation - conversation management assignment - cross media management at kdg...
TRANSCRIPT
Music IndustryD’Olieslager Stéphanie XM2 104B
Observation 7 10 2011- 22 11 2011
COMPANY PROFILE AND BRAND IDENTIFICATION
PART ONE
Soundcloud’s mission
• SoundCloud is the world’s leading social sound platform where anyone can create sounds and share them everywhere.
• Recording and uploading sounds to SoundCloud lets people easily share them privately with their friends or publicly to blogs, sites and social networks.
• It takes just a click to share sounds to Twitter, Tumblr, Facebook and Foursquare.
• SoundCloud can be accessed anywhere using the official iPhone and Android apps, as well as hundreds of creation and sharing apps built on the SoundCloud platform.
How does it work ?
Soundcloud basics
Create your personal profile
Record your sounds
Upload your recording on your
personal Soundcloud page
Share with the world
Sharing options
Soundcloud
tumblr
MyspaceWordpress
Soundcloud users
other websites
Explore and interact
Soundcloud on the web
• Soundcloud The official website /username for users to integrate their audio and profile
• Facebook One official fanpage Several usermade pages, including country related pages and costummade pages f.e. dj mixes
• Twitter One official page and soundcloud developers pages
• Tumblr One official page
• Blog One official blog
• Vimeo The official soundcloud videopage
• Linked in
Soundcloud Mobile
Soundcloud Mobile site
Some Soundcloud applications
SOUNDCLOUDVALUES
• Extreme usability• Wants to be the
social platform for“sound”
• Innovation
PERCEPTION• Extreme usability• focus on soundrecording• Innovation
ME
• Extreme usability• On top of the newest music• Innovation
Bran
d va
lues M
y Values
HIGH BRAND IDENTIFICATION
N0/LOW BRAND IDENTIFICATION
Identification nov. 2011• I’m a big fan of
Soundcloud, but during the research progress I realised they are much more focussing on “arty sound recordings” these days , which has resulted in less brand identification for me. But please read the adaptation on the next page.
• My biggest identification is actually with other same minded soundclouders who are on there for sharing and promoting their music.
Adaptation 21-02-2012
• Since I did the paper on Soundcloud back in december, I have noticed that Soundcloud is reaching out more to producers now as well. Thanks to remix competitions, which has resulted in a high brand identification for me.
• So Soundcloud has found a way to please both of their customer niches
• Next step should be the consumer’s market
OBSERVATION THROUGH MONITORING DEVICES
PART 2
MONITORING
When monitoring Soundcloud through Google alerts and Hootsuite, I have noticed that most communication about Soundcloud comes from its users, promoting their tracks, listeners and some blogs. Soundcloud, the company, is easier to follow on Twitter, Facebook and their blog. They have a “Soundclouder of the day” and some small promo actions, like T-shirts and news about their new crossform relationships, f.e. with Protools
Google alerts
Google alerts 2
Conversation ManagementOpdracht: Zoek een social object en maak een analyse
25 10 2011vimeo
http://vimeo.com/30419922
About : recording your own sounds
Sharer : Soundcloud, the company
Why : To reach out to a new audience, besides producers
Sharing ? For “sound” users yes, not so much for producers
Views : 127 K views, 1796 likes
Keep sharing, but don’t forget your other customers
who
Brand ID : Nice movie, arty and fun, focus on “sound”
Conversation Management
Opdracht: Zoek een social object en maak een analyse
26 10 2011
Cutting edge
http://www.cuttingedge.be/music/reviews/329381-aeroplane-in-flight-entertainment-
About : Aeroplane received loads of tracks for their new mix album through soundcloud users
Sharer : Cutting edge
Why : Actually promotions for Aeroplane, but again Soundcloud is mentioned
Brand ID : high identification for producers
Sharing ? maybe, if you want to promote Aeroplane
Views : Not indicated on the website
Soundcloud gets promoted by its artists
The most popular social object about soundcloud on youtube is :
Conversation ManagementOpdracht: Zoek een social object en maak een analyse
26 10 2011
Youtube
http://www.youtube.com/watch?v=CRuVeDG1CyY
What : How to rip audio from Soundcloud
Sharer : Youtube user
Why : To download music that is just for streaming
Brand ID : For people who like “free music” it is high, for their artists probably not , there’s a download option for that
Sharing ? It has been shared a lot
Views : 129131 views
Soundcloud gets promoted by their users
Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
Ok : They listen, are honnest and direct people by their name, they are openminded for criticism
Could be better : thank everybody, not one person out of two, could ask some more questions to show more interest.
No show of positivism and a lack of engagement to all of their clients, they pick out certain comments to respond to (in this topic).
Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
OK : they listen, ask a question, are honnest and direct to the person by his name, they respond to the topic so they’re openminded
No thank you, no positivism and I would like to see more engagement
Stay Positive
Listen
Honnest Thank you
Open attitude Ask questions
Personal
Engagement
OK : they listen, a bit more personal than usual, more open, honnest, no questions or thanks needed here, so ok, more engagement and positive, but again, quite random on who they comment , seems they get more personal when the topic is about fun , when topics get more serious, they could use a more personal approach
Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
Better conversationmgmt :
Hey Titus Jaak, I’m so sorry to hear that, did you try…. Let me know if it works out, if not I would love to help you on ….hope this solves the problem so you can enjoy your sunny soundcloud day again, if any questions, feel free to ask.