Saturday, Mar 11, 2006 1:02:34 PM
Powerful Marketing With User Generated Content Pt2
Powerful Marketing With User Generated Content: Part 2 of 2
Be sure to read part 1.
Blogging / Group Blogging Workflow
following is similar to the scenario described in my previous blog post, but only covers the steps involved.
Member sends settings to the system which will turn on the service
for their account. This includes a standard title and tags to be
applied to all photos and video, in addition to the default status
setting. Advanced features will allow the member to offer a song or
ringtone in exchange for adding the person to their contact/mailing
While at the event, the member would need to announce to the
audience that they can publish their mobile phone photos and videos
on their website live from the event. All one needs to do is provide
the audience with their "MobPub" address
Once the member's MobPub settings are turned on, those in attendance
can simply snap a photo or video, and send it to the band's MobPub
The email/MMS with the photo would then be sent to the member's
site, and based on the settings, it would give the image a title,
attach a photo number, and apply the tags (keywords) the member
entered into the system. If the member set the status setting to
pre-approve, the photos and video would then show up on the band's
website. If the member selected to approve items after the event,
they could login to the site, preview, and approve what they wish to
This next step would be available if the band selected to setup the
advanced options. These options allow the band to setup a "Thank
You" email and select either a song or ringtone to offer as a
thanks for posting the photo or video to the band's site.
In: Here the fan accepts the offer for the ringtone by replying
to the message.
The final link to the media is sent to the fan. Fans will always
have the option of removing themselves from the mailing list. In
this case, the term mailing list refers to sending out text messages
Marketing With User Generated Content
people I've explained this to start smiling right away and consider
it a 'fun' thing – it's obviously about bringing the fans, the
audience into the experience more. While this is true, I think it
provides many more opportunities that are more significant to those
who use this. For example, fans want to be a part of their favorite
band, they want to own a bit of them – and that happens through the
albums, t-shirts, things they create themselves, bumper stickers and
more. With the Web becoming a larger part of the picture, fans now
participate in all kinds of band-centric activities – from using
the band as chat avatars, to posting on forums. If we can leverage
that fan energy in more ways behind the bands, we should be able to
improve the fan experience AND propel the band to new heights.
that said, I think Fan Blogging is a very powerful tool for everyone
provides a stronger bridge between fans and bands
provides more points of entry for the band.
allows the fans to participate and take ownership in the band.
documents events from the perspective of those who experienced it.
provides an opportunity to bands to increase the traffic on their
has potential to generate revenue through fans visiting their media,
and shopping on the site.
generates a contact/mailing list with little effort.
is a diagram showing the same workflow which is listed above. If
you'd like to see a larger version – click on the image or follow
this link: http://www.artistserver.com/files/FanBlogging.png
you have any questions about this idea, feel free to get a hold of me
or post here in the blog. I'm currently building out the photo
managing tools and should have mobile publishing done this summer,
which means I'll have Fan Blogging online shortly after that.
I've picked up the following domain names for this service:
This is going to be very cool - I can't wait to get it all online!
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Saturday, Mar 11, 2006 12:56:22 PM
Powerful Marketing With User Generated Content Pt1
at the Emerging Technology Conference earlier this week, I handed out
20 folders containing information about ArtistServer.com. I've been sitting on a few of my plans and haven't posted
anything online about them, and since this information was in those
folders, I feel it's time to start talking about one or two of those
plans/ideas here on my blog so they are published publicly under my
we're talking “TOP SECRET” stuff here! Are you ready?
Fan Blogging or Group Blogging - Initially, the service is for
artists and bands who perform, but can and will be extended to
provide the service for any type of event or location.
To provide the means for an audience and/or participants of an event
or location gathering to self document using photos and video from
mobile devices. In addition, this system provides a greater
opportunity for follow up sales and marketing through the Website
which displays the user generated content. Lastly, depending on the
settings, a contact list can also be generated which helps one grow
I go through the flow of the process, I'll give you a scenario using
we have this band, and they've joined ArtistServer.com, and they're
going on tour across Europe or the U.S. A few of the guys in the band
have mobile phones, one possibly has a laptop. Since they're using
ArtistServer and have an upgraded account, they'll have access to the
Fan Blogging tools. The first show is in their home town, so before
the gig, they login to the site, and create a new Fan Blogging Event.
After entering the start and end times, a title, some tags and the
status setting (which sets if the published content needs band
approval first), they publish the Event to ArtistServer. Before
heading to the gig, they print out a bunch of flyers with the band's
Fan Blogging address: BandName@mobpub.com
– this way they can get the word out to the fans at the show on how
they can participate.
band is now at the club/venue, the flyers are placed around at the
tables and just before the show starts, the singer announces, “Good
evening everyone... All of you that have mobile phones that can snap
photos or video, and can also email them to people, we have something
for you to do tonight. If you take any photos, or video here at the
show, send it to our Fan Blogging address – it's printed on the
flyers, which is: BandName@mobpub.com.
When you do this, your photo or video will be posed on our band's
Website! Plus, if you do this, you'll be sent a message back to your
phone asking you if you want a free ringtone! It's our new song, This Is Our New Song, and it rocks. If you are confused, just
take a photo and send it to that address – you'll see. After the
show, you can always check out the photos from this gig by visiting
our site. Check it out at: ArtistServer.com/BandName."
band launches into their first song and right away, a few people pull
out their phones, run up to the band and start snapping photos and
video. While back at their seats, they select the photo they like the
most, tap in the address, and off it goes. A minute later, these
people receive a text message from ArtistServer.com which they
probably won't hear it while inside the club, so it stays valid for a
day. If they do hear or feel their phone, they can then accept that
they wish to be added to the contact list for the band and be sent
another message with a link to the free ringtone.
fans start having fun with it now, and realize that they should start
taking photos of each other and themselves at the show to post on the
band's site. As the night carries on, the band gets into photos with
fans, takes photos from the stage themselves, and posing for group
photos. All the while, the photos and video are generating a
real-time Website for the event – even
text messages getting posted alongside the media.
now the next evening, the band is about to head out to the next gig
but decide to pull over to a WiFi hotspot
to look at last night's show. To their surprise, there's dozens of
photos and video, not to mention another 15 new signups
on their contact list. Not bad for only filling out a form on a site,
passing out a few flyers and making one
announcement at the show. The band is now even more motivated for
tonight's gig, and head out the door in a rush.
to the quick exit, they forgot to setup a Fan Blogging Event for
tonight's gig. But that's not a problem, since several of them have
mobile phones. One of them flips his mobile open and sets the event
up either using a J2ME application on the phone, or by sending a
simple text message to their account with the settings inside.
ArtistServer.com pings them back with a text message so they know the
Event was added, and they're ready to go.
This is only part 1 - be sure to view part 2.
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