oh oh killer post on the loose!!! Look out!!!
This is very NZ related but if you can think of Trademe as Ebay, much of it applies.
Trademe is my local New Zealand version of Ebay. It’s kind of a bit different but one things for sure.
New Zealanders are crazy about trademe. They’re insane. It’s worse than P (meth), there’s likely to be suffering in every family.
I think this is because kiwis love getting a sweet deal. They want to get the best deal, no matter what!
Sites like Trademe, Youtube and things like Mp3’s are all part of a megatrend called “digitisation” which is really a revolution in communication that we can interact with each other in this way, but of course is HIGHLY disruptive to certain industries the music industry obviously being one of them, and it wont be the last by no means.
But lets cut the fluff, the most important thing about Trademe in online music promotion is that essential concept:
It’s where the people are. This is why Myspace took off. Because everyone was there! When it comes to trademe in New Zealand . . . everyone uses trademe!!!!
I mean seriously. You have a profile on myspace but you’re not taking advantage of New Zealand’s biggest online community????
Lets look at what you can do on Trademe.
You can sell CD’s. You want physical distribution for your CD’s?
Your physical distributor is now crying in his soup because he is a poor poor man now. He does not care about sending 2 copies of your CD to every store in the wop wops so he can make what? $2? on each one.
He does not care.
Go see someone at Real Groovy. Make sure you ask for it to go to the four centres. Go home, put an ad on trademe.
YAY! You've got a distribution deal!!! Congratulations!!!!
And what do you know? You’ve got a “profile” on trademe! You can search it on google, pity you CANT put your website address, that’s against the rules.
But theres no reason you shouldn’t cram as much information about your music into that page as possible. This isn’t myspace! You’ve got a customer in the shop!
This is your opportunity to paint a picture of what it is that makes you a unique local voice and win them over with a stunning depiction of your raw essence that makes them just want to support!!!!
When you reflect on the new paradigm of the music industry and bloggers going on about the “1000 true fans” model for a successful career in music, the personal connection you make when you sell a CD on trademe is doing more work than a mountain of spam to take one step closer to having a viable fanbase.
For kiwi musicians who want to work hard this is FOR REAL. Make that interaction as positive as you can make it.
Put things in the envelope! Posters, stickers . . . use your imagination!
These people are purchasing directly off the artist and that makes them feel positive.I honestly feel, especially from lots of touring etc., that everyday New Zealanders everywhere want to support local musicians. They feel good about it, but the opportunity doesn’t really arise. Work that!
And you know what’s next!!!
”Wellll what else can we sell on trademe????”
Well it’s a little bit like that magic question
“What kinda stuff can we sell from our website in the future?”
Which I will posting about soon, BUT different because trade me is only for PRODUCTS and not SERVICES.
So you can sell a CD. Or a DVD. Or a T-Shirt. Or mugs. Lighters. Pens. Balloons.
Condoms.
Uh . . . you get the picture. There’s quite a bit of stuff you can sell on trademe.
In fact that’s the whole thing about this long tail thing I’ll tell you about sometime. You have to sell something for everybody. DEFINITELY have one area that you specialize in. But DO NOT have one measley little thing that you sell.
Innovate. When you innovate, success can creep up on you so fast its scary!
LUCKY DIP!!!! 10 RANDOM SONGS ON A BURNT CD $6.73 NO RESERVE FREE DELIVERY WITHIN NZ!!!
What products can you create with the resources you have that can be uniquely branded?
Hmmmm But no services! . . . SO that means you cant sell like
A performance, offering to play somewhere
Rights to a song. Or offer to write a song
BUTTTTT guess what?
You can sell ticketssssss! That’s right.
Got a gig on? Got a felt tip? (:p) Make some tickets and sell them on trademe!!!
Remember! It’s not about making $20 selling a couple of tickets if youre lucky on trademe.
It’s that YOUR GIG IS ON NEW ZEALANDS BIGGEST WEBSITE.
Remember how I said go where the people are? MMMM
So okay how much were you spending on promotion for this gig coming up? Hundy? 2 spot? You’re doing radio??? You can get the front page of Trademe for what $40?? And like . . . 50,000 people are going to see it!!!
Could work out good if you timed it jjuuusssstt riiightttt
UHHHHH yeah.
Again. You can go on an on about your band and your CD, and all the other wonderful products you can purchase online!!! Good to have someone who can write well for that.
That’s why radio and magazines and stuff are in bigggg trouble. When you put your money to work smart online by giving it to google or trademe you can potentially do so much better with your investment, even if its $20.
Radio works when it plays KFC ads at lunch time. Trust me, I’m in marketing. HAHA
Okay moving right along. I actually have been working on a song called “Positive Feedback” and that’s what led me to right this blog.
I’m not even a real trademehead but even I – and I’m sure you identify with me – proudly maintain my feedback rating. It was only just now that I looked at my feedback and realised
”Great music, top guy!”
”Wicked sounds man!”
”Awesome beats!”
my feedback is now not just a pretty number but a totally compelling reason and impartial recommendation to purchase one or several of my fine products!
I can quote that stuff IN the listing, hell I can even put it on my CD Baby page, My myspace and let me just underline that point – that because of the pervasive use of Trademe in New Zealand telling people to buy your CD on Trademe is not a stretch because everyones got an account!!!
it's likely a lot of people would feel MORE comfortable buy on trademe than say Itunes!!!
So that’s my blog about trademe!
I think the most important things to remember are
- everyone in New Zealand is there, so you should too
- use your ad to tell readers about stuff that makes you unique
- innovate with your product line!!! Don’t just sell your CD album!! Get creative, look at your resources.
- You can sell tickets on trademe like it’s a default gig guide! You can use paid advertising to create exposure that goes beyond the product on auction
(that’s a big tip!!!! You owe me!!! HAHA)
- Lastly and most importantly:
You’re selling stuff on trademe. YES it is smalltime. This is your opportunity to invest in creating something out of what you have got – Other New Zealanders on trademe who are interested in your music!!!
You’ve got their email!!! You’re going to be sending them a physical delivery, you’ve got a chance to make that a significant interaction and begin building a quality fan base !!! DO IT!!!
Theres lots of other ways and reasons that online classified sites - such as craigslist - can be used in highly innovative ways for bands to sell services as well as products all over the world. But we'll have to get to that!
"So give me Positive. Feedback!
- trademe baby wont you save me!
Positive. Feedback!
- yeah just so I know, goods came as described!"
Showing posts with label new zealand. Show all posts
Showing posts with label new zealand. Show all posts
Sunday, May 18, 2008
Thursday, April 24, 2008
Business plan for the ultimate new zealand online music industry portal (extensive post)
Hi and welcome to my business plan for the ultimate local - in this case New Zealand - online music portal!!! I slaved over this over new years and I was uncharacteristically anal in wanting to keep this under wraps worried about people stealing my ideas. Well Good Luck getting it to happen without me, I say! Also publishing it on my blog does give credibility to claim it as my intellectual property.
In the past I've been very worried about local market competition for kurb but that hasn't seemed to materialise yet either. What is more important is that the ideas are out there and the possibility for opportunities, networking, and innovation exist around a positive concept.
If other innovators and entrepreneurs can engage with the ideas here or my skills personally, or both, that could lead to an equally exciting outcome.
But most importantly, readers, I am posting this simply for the rich keyword content.
Yes, I'm interested in meeting people with between 20-50k $NZ to put into this project which I feel requires a budget of between 50-100k to launch successfully. Believe it or not, there has been some initial interest but I ended up saying I didn't want to try and make it work for 20k, I wanted to know that it would work with 50k.
Lets reflect on this with some do's and don'ts of tech start ups:
Don’t wait for a revolutionary idea. It will never happen. Just focus on a simple, exciting, empty space and execute as fast as possible
Share your idea. The more you share, the more you get advice and the more you learn. Meet and talk to your competitors.
Build a community. Use blogging and social software to make sure people hear about you.
Listen to your community. Answer questions and build your product with their feedback.
Gather a great team. Select those with very different skills from you. Look for people who are better than you.
Be the first to recognise a problem. Everyone makes mistakes. Address the issue in public, learn about and correct it.
Don’t spend time on market research. Launch test versions as early as possible. Keep improving the product in the open.
Don’t obsess over spreadsheet business plans. They are not going to turn out as you predict, in any case.
Don’t plan a big marketing effort. It’s much more important and powerful that your community loves the product.
Don’t focus on getting rich. Focus on your users. Money is a consequence of success, not a goal
CHOICE AS BUSINESS PLAN
By Matt Turner. Copyright 2007. DEFINITELY Don't steal without asking or I will be MAD!!!
choice.as
So what is Choice.as? Choice.as is as much Choice.as you like.
Choice.as is a new concept in online entertainment delivery, marketing and merchandising platforms designed specifically to engage the New Zealand market, and expand then to showcase it worldwide.
The aim of Choice.as is to create a fully functioning online environment designed to monetize New Zealand entertainment content delivery, social networking online and third party commerce through:
1) Retail of digital content
2) Artist and creative / marketing and networking services
3) Advertising revenue and platforms for related business services
4) Artist generated merchandise - manufacture and retail
5) User generated merchandise - manufacture and retail +
6) User generated repackaging of digital content = user generated commerce
7) Licensing/synching of digital content
The proposal presents the Choice.as online community developing and expanding new revenue streams enabled by access to improving third party applications. Choice.as will follow a steady programme of incremental developments to the sites functions, features and uses as set out.
The end outcome is a website that functions as a marketplace for digital content, entertainment services and skills, providing comprehensive support systems and tools for creative entrepreneurs, building social functions and community around retail content, user content, shared content - both licensed and fair use.
In theory revenue would not only come from "rent" of digital space to those receiving commercial frontage and "fees" on services, but "commission" on all sales through the site and it's widgets, and "advertising" revenue from the communication of commercial messages through the site to users.
Borrowing elements from the ill fated Burnlounge and merchandisers such as cafépress or lulu.com, the goal is to eventually create fully functioning third party retail and monetized usage driven and shared by fans and users themselves.
Widgets and other third party technology used to gather and aggregate data on a local level will eventually create new possibilities for rendering creative projects - such as event management - profitable and manageable by content providers and then entrepreneurial users themselves. The theory being that the technical possibilities governing the growth and access to communication, information and applications could replace most commonly essential mechanisms of the entertainment content and performance industry over the next five to ten years.
Grounding the Choice As concept and commerce systems in the NZ environment will allow the team to be uniquely responsive to the functioning of systems and commerce for the locally based content providers, service providers, advertisers and users.
BACKGROUND
The Choice.As business plan is designed to be responsive to anticipated growth, developments and dramatic changes already foreshadowed in both the online social media sphere and business models for the music industry - and eventually introducing new concepts in third party / user generated commerce.
Social networking
Social networking is a modern phenomenon which has foreshadowed the swing from media generated entertainment to user generated media.
No site will ever dominate like myspace did, but as users take their myspace experience to what will be increasingly niche networks - a fundamental divide has already opened up between Myspace's competitors - Bebo being a predominantly teen social site and Facebook for more sophisticated social networkers - it is expected that social networking will continue to grow cumulatively as a social and media experience, but into ever more specialized niche-driven communities.
But neither of the two big newcomers has attempted to address the needs of artists and primary content creators, which in many ways, drove the expansion of myspace by having acts at all levels actively recruiting their fans to the site in for what for some was the first attempt to actively manage a growing fanbase. This is a cornerstone technique to be applied in building Choice.as.
Music Industry
The music industry is in such turmoil, that musicians and what's left of their label/management will increasingly look to the internet to provide solutions to the problems faced in monetizing emerging artists - there will no longer be infrastructure provided by labels to break new acts and the old chart topping hype won't be the same.
This is why Choice.as will look not only to monetize by providing services for artists to manage their own development, but look to become part of a new wave of digital content distributors and the first to deliver a forward looking new proposition to New Zealand - blanket access to download unlimited high quality digital content off the choice.as site for a limited duration for one set fee.
It's important to recognise that the external speed with which this transition unfolds in the global music industry will to some extent set the pace for the release and pricing of most subscription features - when it is quite plausible to conceive that within 5 years music will have become "feels like free" just "like water". I believe the big labels will respond soon by beginning to shift their business models and putting pressure on the "per unit" model.
The choice.as model allows for artists to make use of and develop the revenue models they are most happy with through the site. Initially, an Itunes/Amplifier style retail operation will give way to additional ad supported downloads, which will then give way to premium access and subscription, and finally user generated commerce.
Eventually, Choice.As will possess the group bargaining power of a big label to negotiate with media services - Internet and mobile providers to provide "feels like free" access packages.
Choice.as very much draws a line from here to there. In terms of what consumers of digital content are likely to come to expect.
THE CHOICE.AS BRAND NICHE
The Choice.as brand niche will be committed to 100% New Zealand content. As a social network, it relates directly to users networking around their involvement and enjoyment in NZ music and local crossover industries. By the time the user generated commerce concept is in full swing, it will represent a whole new concept in user participation in the entertainment industry.
In terms of the content allowed, there will be no strict enforcement of what constitutes a "New Zealand" band, as long as they meet the requirement of providing a NZ bank account from which to accept their funds. Once social networking is functioning for an increasing base of local users, the site would be opened up for international users to purchase digital products and services as well as participating with social and later, user generated commerce features.
The emphasis will remain that the sites content is solely of, about or related to local NZ acts, themes, interest or information.
Initially Choice As will be essentially a platform for NZ artists to present and retail digital content, then expanding to social networking and ad supported revenue community, then introducing premium artist services and subscription based premium access for users and content providers, and then commerce tools to enable premium users to repackage, market and resell.
As utilizing bands to activate their fanbases and contact lists to build presence on the site is a major part of the marketing strategy, the emphasis on continuing to develop community resources, tools and special offers available to artists will be strong.
TIMELINE
3-6 Months - DIGITAL RETAIL (EG AMPLIFIER) / COMMERCE PLATFORM (EG SNOCAP)
6-9 months - SUBSIDISED ARTIST SERVICES (EG KURB DISCOUNTS) / ARTIST RESOURCES + TOOLS (EG UNSIGNED BAND PROMOTION / NZ MUSIC DIRECTORY) ARTIST COMMUNITY / MAGAZINE (EG NZMUSIC / NZMUSICIAN) GIG GUIDE FEED (EG MUKUNA)
9 -15 months - SOCIAL CAPABILITIES (EG MYSPACE) - AD SUPPORTED REVENUE (EG WE7) PROFESSIONAL NETWORKING (THE BIG IDEA, LINKED IN)
12 - 18 months - PREMIUM ARTIST SUBSCRIPTION SERVICES // PREMIUM USER SUBSCRIPTION SERVICES
18 months - 2 years - VIRTUAL COMMERCE (SECOND LIFE) TO USER GENERATED COMMERCE (ZAZZLE, BURNLOUNGE)
STAGE 1 - RETAIL AND PRODUCTION SERVICES FOR ARTISTS
The first stage is to create the Choice As site functioning as a direct competitor to other local online music distributors - most notably Amplifier, in offering a platform for New Zealand acts to build page profiles from which to present and retail digital content (mp3's, videos, ringtones etc.). The key difference would be in developing and launching a storefront widget allowing bands to retail content off site.
There would be a pricing model introduced that allows artists some flexibility in the end price of each unit, however this would be capped within reason to keep pricing competitive with the other sites in the market, where commonly a single mp3 retails for NZ$2. A suggested launch model could be that Choice.As sets a fee of 50c per sale and the artist can set their fee up to $1.
Launching as a digital retailer, initially there would be no emphasis placed on the social developments planned for the site. Instead, the first wave of promotion would be conducted marketing directly to an estimated 10,000 NZ acts already active on well established international social networking sites Myspace, Facebook and Bebo.
The logistics of the campaign will be completely provided by my promotions company, Kurb promotions. The following incentives will be provided in the push:
- INITIALLY, artist sign up will be FREE.
- The storefront widget will be provided for each act contributing original digital content (a widget is an application that can be impended into web pages by users to provide 3rd party information - such as a commerce platform) from which to retail. Acts would be motivated to sign up for the site simply to provide a storefront throughout their social presence from which to collect retail revenue something no one else provides. It would also be non exclusive, meaning artists would still retail in competition on sites such as amplifier and itunes.
Developing a commerce enabled widget would be one of the first major technical projects. It would use as it's model an application similar to the nimbit storefront.
Some scale must be applied to this however as all transactions will be completed within New Zealand and only in New Zealand currency.
- A major incentive for acts to sign up is to offer reasonably subsidised prices on services I already offer through Kurb specifically for musicians - specifically CD/DVD reproduction, copy, print and poster placement, design, online promotion services, web development video, etc.
Offering a 50 CD run of Demo's for $50 to every band that signs up is a theoretically break even marketing idea, but again appeals heavily to any up and coming band who feels their material is ready to be presented. Kurb would create an arrangement with unsigned bands through the site for complete on demand disc production retail and fulfilment.
My thoughts are already in expanding and investing in more systematic operations as the volume increases, but as the site expands, partner with other businesses and advertisers to outsource services available through the site - even to the point of creating a forum for Indian freelancers! This way Choice.as becomes an absolute necessity for bands.
Choice.as would look to be entering into arrangements with other providers of music related products and services as users and advertisers, with the potential to offer alternative discount services for musicians in merchandising, design, web development, video, licensing, tour logistics etc. probably starting with a business directory before expanding later to full web 2.0 properties for advertisers and business partners.
STAGE 2 - EXPANDING ARTIST SERVICES, COMMUNITY, TOOLS
Continuing to build the momentum of establishing critical mass within the NZ artist community, the next phase would be to focus inward, on the networking, community and artist tools available to artists signing up. I believe confusion in the music industry and the crisis for emerging acts will continue to drive new artists to seek out tools and information to develop their music and musical career and given the unique local focus of the site this can be highly and specifically networked. Our job is to provide an environment for community and access to tools and information such as:
- As touched on, a business directory for local service providers, developing an expanding advertising platform from which to present their content
- Key tools artists need for management tasks beyond the Choice As site: EG, Email list management, access to recommended 3rd party widgets, tools to create and manage a low cost private domain site etc.
- An index of high quality and up to date advice, tutorials, articles on everything related to music, product reviews, promotional strategies, how to, practical videos, recording, the works.
- Forums obviously, which will be used actively to promote discussion on the direction of the site in terms of creating revenue and services of value for artists + classifieds
- The Gig guide, in it's initial basic feed form. Eventually this feed will evolve into a widget customised to provide selected users feeds
- Magazine content - bring in aggregation of offsite content local news and features, articles etc.
- Introduce Blogging Tools for artists/business partners
.
At this point, the social capabilities would already be creeping in - content providers and advertisers would be expand from basic profiles to allow for collecting and displaying contacts ("friends") and messaging / notice board ("comments" or "wall")
New categories of content provider would be established for filmmakers, writers, performers, and profiles would be established and indexed for creative industry professionals like www.thebigidea.co.nz.
At this point basic profile pages for non content providing users ("fans") would be launched in Beta for those non musicians heavily involved in NZ music and also offered to those purchasing digital products.
Once the site was complete I would be expecting to sign up no less than 200 acts within 6 months, while 1000 or more could easily be possible, if we're very lucky.
I believe it will take little effort to plug in to existing business directories and begin attracting music product and service providers, and begin building a database of potential advertisers, with adsense providing most likely initially negligible revenue.
STAGE 3 - GOING SOCIAL // AD SUPPORTED PLATFORMS
Before the big social push, beta social users would be released into full social functioning - messaging / commenting / contact lists / original content storage and presentation (Blogs, Photo Albums, Video, Podcasts etc.) so that it functions on a par with the internationally based networks that we would draw a targeted local audience from. Functionality and experience would be similar except from an initial stage, tools would be in place for user profiles to promote onsite content from their favourite providers as well as enhanced aggregation of social information related to calendars, events, gig guides etc.
Now in going to the social phase, not only do we incentivize artists to sign up their NZ fans through other established international sites, we enter into arrangements to allow kurb to access their contact lists directly for the purpose of signing up their fan base.
There will obviously be incentives included for the fans themselves but emphasis will be on communicating to and empowering the musicians to utilize their existing fanbase, mailing lists, networks etc.
Theoretically, if the average band has 1000 contacts and we can sign up 50 of them, with an incentive such as a free cd - either on demand or download - of the relevant artist . . . from only 200 artists 10,000 sign ups is almost a given.
It is at this point that the Choice.as will be looking at entering into arrangements with certain profile acts to increase exposure. Such an arrangement would most likely, again, favour the artist allowing direct contact from Choice.as to their established network contacts.
Choice.as will continue to create and introduce more tools to enable artists to manage and communicate with the local fanbase they are building more effectively through Choice.As than any other site. For acts, Choice.As will represent a place - unlike myspace etc. - where a genuine and quality fanbase can be assembled with the applications to analyse and utilize information and access.
Once the site starts creeping toward 10,000 user profiles, emphasis will then come on to developing robust advertising platforms. Rudimentary revenue streams and on site marketing tools would most likely already be in place - Adsense, per impression / per click banner advertising options, social capabilities for local business and partners providing related services, editorial content for key business partners, the events feed widget etc.
So from this point a system would be created for advertisers to create targeted campaigns, introducing the following methods of delivering advertising to targeted users similar to Adwords or Facebook advertising programmes.
But as well as banner space pay-per-click and pay-per-impression, similarly to content providers management of contact lists, advertisers would be able to purchase a targeted mail out, eventually evolving into a permission based marketing points system where users who accept advertising messages receive points that can be redeemed for products and services available through the site.
Ad supported content - represents the beginning of the next phase of transition for Choice.as with the decline of unit based models for retail of content. While streaming content is principally supported by ad clicks and impressions, ad supported platforms would also be developed for downloaded content where users could access high quality downloadable content free in exchange for first viewing or attaching short advertising messages to the download.
STAGE 4: PREMIUM SUBSCRIPTION SERVICES FOR CONTENT PROVIDERS / USERS
The goal for choice.as from this point is not to remain as a more social and network enabled version of amplifier or as a local alternative to myspace.
In delivering digital content the site is providing one revenue generating function - in supporting artists to do so it is providing another.
Premium user subscription
The next stage of Choice.as is creating a whole new value proposition for mp3's and other digital content.
Now this stage requires some foresight into the future of how digital content is payed for and delivered. It is quite clear to me from my research that the nature of music as a retail commodity is already beginning to shift dramatically, and much depends on the pace at which this shift will take place. The shift is from selling music by the unit, to subscription based services that allow complete access to download content for a limited time.
At a preliminary stage firstly offer unlimited access to download all available content from one act with price points for scaling to multiple acts, and then phase in blanket access at a higher but highly competitive price point. For example:
You could download everything from one band for one month for $10. You could choose 2 bands for $15. You could have unlimited access to all bands for a month for $50, or you could have access to everything for a year for $200.
One credit card would allow for as many downloads as requested from one ISP for the duration of the arrangement.
Now this pricing is designed to accommodate a massive drop in value as music becomes more freely accessible but there is always the ability to add more premium features to increase the perceived value of subscribing. There will quickly arise a point at which the choice.as proposition rivals that of any other, and even as music could possibly cease to function as a commodity within 10 years, the value of choice.as will still be in the brand of users supporting and creating revenue for local artists and artists communities.
In time, it is likely that "lifetime" memberships will be offered as the value continues to fall and there needs to be a new value proposition as subscription based "feels like free" access proliferates.
An affiliate scheme will also be offered encouraging premium users to generate commissions from signing up their friends - the first sign of the movement toward user promoted retail and commerce.
Premium content provider subscription
In signing artists from the "free" services already offered to a paid subscription model that allows them to open new revenue streams and features, choice.as is also asking them to commit as much of their content as they're willing for download by premium user subscribers, and that is why the a reasonable proportion of "carrots" that kurb has to supply artists must be held back until this point.
The initial motivation of acts to sign up for the $50 p/month premium artist subscription will be:
- no commission fees on per unit sales of digital content
- Share of 50% revenue generated from advertising and premium user subscriptions, based on their cumulative share of downloads requested by premium users.
- advanced features of the developing "gigwidget" - aggregating and displaying event information from approved feeds would be available only to premium members
- existing features held out as "carrots" for artists such as discounted artist services such as CD manufacture etc. would be revised to most likely only be available to premium members - from the very initial launch of Choice.as it could touted as a limited offer.
But also, after launching the social capabilities, new features would also be created to enable content providers to manage communication with established contacts.
Whereas the ability to maintain contact with fans on sites such as myspace is often carried out illegitimately with bots, on Choice.as, established social contacts can opt out of receiving messages and feeds from premium artists who will have these features fully enabled at no extra cost. But this way if they abuse the spam-friendly system, it's easy for users to opt out.
However as the site develops, a rewards system for users who accept these messages and display certain feeds would be developed. More on this later.
At this point new packages can be introduced periodically for example a premium package
STAGE 5: USER GENERATED COMMERCE
Now we're well into the development of the site, beyond the easily foreseeable future, the final step of the choice.as journey is to completely take the music industry and put it firmly in the hands of the users. The fans and the users, with the aid of advanced web applications, data analysis and aggregation, with direct access to service providers and on demand manufacturers, will have the power to organise gigs, run merchandising lines for their favourite bands and create all manner of media and product packages.
Now again in explaining how this will roll out I draw on another outside example, Second Life, the virtual world. Initially this family of widgets which represents the power for premium users to create and retail such products as:
- their own CD compilation featuring their favourite songs with their own art
- T-shirts and merchandising product lines for their favourite bands of their own design
- a line up of three local bands booked to play a venue on a particular night
But in drawing from Second Life the widgets will begin their life as virtual "games".
Users can customise compilations, merchandising lines and even run "virtual" gigs. And in years to come when I'm talking about the kids using this technology, it's only one step from allowing kids to design their own virtual merchandise, virtual media packages and virtual events and letting the computer crunch the data and tell them whether they would lose money or not, before teenage entrepreneurs are creating their own products and packages to sell their favourite bands in partnership with networks of music service providers.
Being a "virtual" designer, promoter or executive producer on a media project would be available to all social users but those wanting to play "for real" would have to purchase another special premium membership to access all the tools, including widgets with which to retail their products.
But it is also possible for users to become "workers" earning from a points system for accepting targeted mail outs and displaying ads or sponsored messages on their pages, or promoting various content through out their personal network in new ways.
The expanded applications of an aggregating gigwidget in the future are also something to consider. Initally used to promote events put together by promoters, data can be gathered and analysed so that promoters can cost the price of a gig through performance and services (venue, promotion) fees on the site, then use a widget to gauge social opinion on wether attendance for this gig would break even on costs.
However even cost may not be a determining factor where this technology is used to allow users to plan and book acts for their 21sts, birthdays, weddings etc. Eventually it may be possible for premium members to make a theoretical contribution - like the radiohead model - on how much they would pledge to the gig. If it reaches a break even threshold the pledge contribution is automatically deducted, the gig goes ahead FOR FREE and after the gig, the fees are paid.
Again it is likely acts and venues participating would need to be on a premium subscription in order to be accessed for bookings by users.
Finally, commercial platform for licensing and publishing would also be looked at so that copyright holders of original digital content can licensing reproduction and publishing to commercial entities. At which point other media artists and projects would be able to license content off the site to then be repackaged and monetized on the site. As this is not a priority revenue stream it would be developed as opportunity provided.
CHOICE.AS IN ACTION
So this proposal is designed to break down exactly what I see as the logical development and possibilities of the Choice.as concept - from what models exist now, to new value propositions that will stay competitive in a changing environment for online content delivery.
I haven't gone too much into numbers but I have indicated the role my personal experience in online and viral marketing and the provision of basic services in response to the needs of artists will play in building the community initially, and dramatically minimising the marketing expenditure otherwise required to get something like this off the ground.
Figures from Amplifier put their traffic at 36,000 unique users p/month creating 265,000 page impressions p/month from which they generate up to $10,000 per month in advertising revenue alone
My initial estimation is that an investment of between $NZ20,000 and $NZ100,000 would generate a return within two years.
With as little as 5% of New Zealand's 800,000 active social network users on board this would become highly profitable from advertising alone, while
So funding the design and engineering the technical aspects of delivering the Choice.as experience as set out is the biggest task. Many of the ideas I have set out are already functioning in some way or another, so while some features may be harder/more costly to implement than others technically, it is all perfectly possible to implement.
My next task is to seek accurate costings for this set up and ascertain what tasks can be outsourced before a beta model can be bought online and recruitment for testing can begin. I will be approaching the developers who built Amplifier and requesting competitive quotes both here and overseas. It is possible different partners could be utilized for the site platform and the commerce widget respectively.
But obviously as soon as the site is functioning at stage 1 I can begin to outline and implement the marketing campaign, and within months a critical mass of artists should be signed up, generating modest income from music sales and advertising.
Choice.as is unlikely to generate enough revenue to be profitable in the first year, and advertising revenue at first maybe slow as social elements of the site grow. It is at the point that the premium artist user subscriptions are released that the real return on investment would begin.
Once this point is reached and subscriptions could be shown to be growing steadily options to sell the concept would be reviewed.
IN CONCLUSION
New Zealanders want to support local content, and artist and users want to be involved with it. New Zealand artists want and need more of the tools first given to them by sites like Myspace, and users want the access and personalisation sites like this offer.
Choice.as is a concept which accommodates anticipated changes in the way entertainment content is delivered to offer new solutions and channels for local fans to drive consumption themselves.
It's about offering something new and exciting where old models are failing and new trends in the way New Zealanders connect and interact online offer new opportunities to create value for users.
I would not have gone to all this trouble of explaining exactly how this concept could work if I didn't believe it was a brilliant way to generate income by providing New Zealand artists with the tools and an environment to build profitable enterprise from their creations. I believe it could revolutionize the NZ music industry and reshape it collectively to the adaptions now required.
I didn't write this mainly for the sake of $NZ50,000 to get me started. It's because I know there is enough value and foresight in this proposition to make it worthwhile and whether I get the money sooner or not at all, at least I know what needs to be done.
Kurb is a New Zealand based media promotions company providing a regular blog on digital promotion, marketing digital content and creating revenue from new media online. Kurb also provides online promotion and revenue management services for musicians and artists internationally and online / digital coaching for small business. We rank #1 for "online promotion" in New Zealand. And the best value fast turnover physical media services in New Zealand including CD / DVD duplication and poster services.Our physical media services come with free graphic set up and support, free delivery, and free promotions advice and support for musicians.We provide expert and affordable promotion support in all web 2.0 areas: Cutting edge Social Network promotion (Myspace, Facebook, Bebo etc.), Social Media, Blogging, Spam management, Content creation, Content management, Content Distribution, OMD, RSS, Aggregators, podcasts, Search ranking, Search marketing and PPC campaigns on Google and Facebook, Website design, Website monetization, Video production + promotion,We also have an extensive self promotion area for independent musician and talent featuring dozens of articles, how to features and blog links.
http://www.kurb.co.nzhttp://www.myspace.com/kurbpromohttp://www.youtube.com/user/kurbpromo -http://kurbpromotion.wordpress.comhttp://kurbpromotion.blogspot.comhttp://www.squidoo.com/kurb
In the past I've been very worried about local market competition for kurb but that hasn't seemed to materialise yet either. What is more important is that the ideas are out there and the possibility for opportunities, networking, and innovation exist around a positive concept.
If other innovators and entrepreneurs can engage with the ideas here or my skills personally, or both, that could lead to an equally exciting outcome.
But most importantly, readers, I am posting this simply for the rich keyword content.
Yes, I'm interested in meeting people with between 20-50k $NZ to put into this project which I feel requires a budget of between 50-100k to launch successfully. Believe it or not, there has been some initial interest but I ended up saying I didn't want to try and make it work for 20k, I wanted to know that it would work with 50k.
Lets reflect on this with some do's and don'ts of tech start ups:
Don’t wait for a revolutionary idea. It will never happen. Just focus on a simple, exciting, empty space and execute as fast as possible
Share your idea. The more you share, the more you get advice and the more you learn. Meet and talk to your competitors.
Build a community. Use blogging and social software to make sure people hear about you.
Listen to your community. Answer questions and build your product with their feedback.
Gather a great team. Select those with very different skills from you. Look for people who are better than you.
Be the first to recognise a problem. Everyone makes mistakes. Address the issue in public, learn about and correct it.
Don’t spend time on market research. Launch test versions as early as possible. Keep improving the product in the open.
Don’t obsess over spreadsheet business plans. They are not going to turn out as you predict, in any case.
Don’t plan a big marketing effort. It’s much more important and powerful that your community loves the product.
Don’t focus on getting rich. Focus on your users. Money is a consequence of success, not a goal
CHOICE AS BUSINESS PLAN
By Matt Turner. Copyright 2007. DEFINITELY Don't steal without asking or I will be MAD!!!
choice.as
So what is Choice.as? Choice.as is as much Choice.as you like.
Choice.as is a new concept in online entertainment delivery, marketing and merchandising platforms designed specifically to engage the New Zealand market, and expand then to showcase it worldwide.
The aim of Choice.as is to create a fully functioning online environment designed to monetize New Zealand entertainment content delivery, social networking online and third party commerce through:
1) Retail of digital content
2) Artist and creative / marketing and networking services
3) Advertising revenue and platforms for related business services
4) Artist generated merchandise - manufacture and retail
5) User generated merchandise - manufacture and retail +
6) User generated repackaging of digital content = user generated commerce
7) Licensing/synching of digital content
The proposal presents the Choice.as online community developing and expanding new revenue streams enabled by access to improving third party applications. Choice.as will follow a steady programme of incremental developments to the sites functions, features and uses as set out.
The end outcome is a website that functions as a marketplace for digital content, entertainment services and skills, providing comprehensive support systems and tools for creative entrepreneurs, building social functions and community around retail content, user content, shared content - both licensed and fair use.
In theory revenue would not only come from "rent" of digital space to those receiving commercial frontage and "fees" on services, but "commission" on all sales through the site and it's widgets, and "advertising" revenue from the communication of commercial messages through the site to users.
Borrowing elements from the ill fated Burnlounge and merchandisers such as cafépress or lulu.com, the goal is to eventually create fully functioning third party retail and monetized usage driven and shared by fans and users themselves.
Widgets and other third party technology used to gather and aggregate data on a local level will eventually create new possibilities for rendering creative projects - such as event management - profitable and manageable by content providers and then entrepreneurial users themselves. The theory being that the technical possibilities governing the growth and access to communication, information and applications could replace most commonly essential mechanisms of the entertainment content and performance industry over the next five to ten years.
Grounding the Choice As concept and commerce systems in the NZ environment will allow the team to be uniquely responsive to the functioning of systems and commerce for the locally based content providers, service providers, advertisers and users.
BACKGROUND
The Choice.As business plan is designed to be responsive to anticipated growth, developments and dramatic changes already foreshadowed in both the online social media sphere and business models for the music industry - and eventually introducing new concepts in third party / user generated commerce.
Social networking
Social networking is a modern phenomenon which has foreshadowed the swing from media generated entertainment to user generated media.
No site will ever dominate like myspace did, but as users take their myspace experience to what will be increasingly niche networks - a fundamental divide has already opened up between Myspace's competitors - Bebo being a predominantly teen social site and Facebook for more sophisticated social networkers - it is expected that social networking will continue to grow cumulatively as a social and media experience, but into ever more specialized niche-driven communities.
But neither of the two big newcomers has attempted to address the needs of artists and primary content creators, which in many ways, drove the expansion of myspace by having acts at all levels actively recruiting their fans to the site in for what for some was the first attempt to actively manage a growing fanbase. This is a cornerstone technique to be applied in building Choice.as.
Music Industry
The music industry is in such turmoil, that musicians and what's left of their label/management will increasingly look to the internet to provide solutions to the problems faced in monetizing emerging artists - there will no longer be infrastructure provided by labels to break new acts and the old chart topping hype won't be the same.
This is why Choice.as will look not only to monetize by providing services for artists to manage their own development, but look to become part of a new wave of digital content distributors and the first to deliver a forward looking new proposition to New Zealand - blanket access to download unlimited high quality digital content off the choice.as site for a limited duration for one set fee.
It's important to recognise that the external speed with which this transition unfolds in the global music industry will to some extent set the pace for the release and pricing of most subscription features - when it is quite plausible to conceive that within 5 years music will have become "feels like free" just "like water". I believe the big labels will respond soon by beginning to shift their business models and putting pressure on the "per unit" model.
The choice.as model allows for artists to make use of and develop the revenue models they are most happy with through the site. Initially, an Itunes/Amplifier style retail operation will give way to additional ad supported downloads, which will then give way to premium access and subscription, and finally user generated commerce.
Eventually, Choice.As will possess the group bargaining power of a big label to negotiate with media services - Internet and mobile providers to provide "feels like free" access packages.
Choice.as very much draws a line from here to there. In terms of what consumers of digital content are likely to come to expect.
THE CHOICE.AS BRAND NICHE
The Choice.as brand niche will be committed to 100% New Zealand content. As a social network, it relates directly to users networking around their involvement and enjoyment in NZ music and local crossover industries. By the time the user generated commerce concept is in full swing, it will represent a whole new concept in user participation in the entertainment industry.
In terms of the content allowed, there will be no strict enforcement of what constitutes a "New Zealand" band, as long as they meet the requirement of providing a NZ bank account from which to accept their funds. Once social networking is functioning for an increasing base of local users, the site would be opened up for international users to purchase digital products and services as well as participating with social and later, user generated commerce features.
The emphasis will remain that the sites content is solely of, about or related to local NZ acts, themes, interest or information.
Initially Choice As will be essentially a platform for NZ artists to present and retail digital content, then expanding to social networking and ad supported revenue community, then introducing premium artist services and subscription based premium access for users and content providers, and then commerce tools to enable premium users to repackage, market and resell.
As utilizing bands to activate their fanbases and contact lists to build presence on the site is a major part of the marketing strategy, the emphasis on continuing to develop community resources, tools and special offers available to artists will be strong.
TIMELINE
3-6 Months - DIGITAL RETAIL (EG AMPLIFIER) / COMMERCE PLATFORM (EG SNOCAP)
6-9 months - SUBSIDISED ARTIST SERVICES (EG KURB DISCOUNTS) / ARTIST RESOURCES + TOOLS (EG UNSIGNED BAND PROMOTION / NZ MUSIC DIRECTORY) ARTIST COMMUNITY / MAGAZINE (EG NZMUSIC / NZMUSICIAN) GIG GUIDE FEED (EG MUKUNA)
9 -15 months - SOCIAL CAPABILITIES (EG MYSPACE) - AD SUPPORTED REVENUE (EG WE7) PROFESSIONAL NETWORKING (THE BIG IDEA, LINKED IN)
12 - 18 months - PREMIUM ARTIST SUBSCRIPTION SERVICES // PREMIUM USER SUBSCRIPTION SERVICES
18 months - 2 years - VIRTUAL COMMERCE (SECOND LIFE) TO USER GENERATED COMMERCE (ZAZZLE, BURNLOUNGE)
STAGE 1 - RETAIL AND PRODUCTION SERVICES FOR ARTISTS
The first stage is to create the Choice As site functioning as a direct competitor to other local online music distributors - most notably Amplifier, in offering a platform for New Zealand acts to build page profiles from which to present and retail digital content (mp3's, videos, ringtones etc.). The key difference would be in developing and launching a storefront widget allowing bands to retail content off site.
There would be a pricing model introduced that allows artists some flexibility in the end price of each unit, however this would be capped within reason to keep pricing competitive with the other sites in the market, where commonly a single mp3 retails for NZ$2. A suggested launch model could be that Choice.As sets a fee of 50c per sale and the artist can set their fee up to $1.
Launching as a digital retailer, initially there would be no emphasis placed on the social developments planned for the site. Instead, the first wave of promotion would be conducted marketing directly to an estimated 10,000 NZ acts already active on well established international social networking sites Myspace, Facebook and Bebo.
The logistics of the campaign will be completely provided by my promotions company, Kurb promotions. The following incentives will be provided in the push:
- INITIALLY, artist sign up will be FREE.
- The storefront widget will be provided for each act contributing original digital content (a widget is an application that can be impended into web pages by users to provide 3rd party information - such as a commerce platform) from which to retail. Acts would be motivated to sign up for the site simply to provide a storefront throughout their social presence from which to collect retail revenue something no one else provides. It would also be non exclusive, meaning artists would still retail in competition on sites such as amplifier and itunes.
Developing a commerce enabled widget would be one of the first major technical projects. It would use as it's model an application similar to the nimbit storefront.
Some scale must be applied to this however as all transactions will be completed within New Zealand and only in New Zealand currency.
- A major incentive for acts to sign up is to offer reasonably subsidised prices on services I already offer through Kurb specifically for musicians - specifically CD/DVD reproduction, copy, print and poster placement, design, online promotion services, web development video, etc.
Offering a 50 CD run of Demo's for $50 to every band that signs up is a theoretically break even marketing idea, but again appeals heavily to any up and coming band who feels their material is ready to be presented. Kurb would create an arrangement with unsigned bands through the site for complete on demand disc production retail and fulfilment.
My thoughts are already in expanding and investing in more systematic operations as the volume increases, but as the site expands, partner with other businesses and advertisers to outsource services available through the site - even to the point of creating a forum for Indian freelancers! This way Choice.as becomes an absolute necessity for bands.
Choice.as would look to be entering into arrangements with other providers of music related products and services as users and advertisers, with the potential to offer alternative discount services for musicians in merchandising, design, web development, video, licensing, tour logistics etc. probably starting with a business directory before expanding later to full web 2.0 properties for advertisers and business partners.
STAGE 2 - EXPANDING ARTIST SERVICES, COMMUNITY, TOOLS
Continuing to build the momentum of establishing critical mass within the NZ artist community, the next phase would be to focus inward, on the networking, community and artist tools available to artists signing up. I believe confusion in the music industry and the crisis for emerging acts will continue to drive new artists to seek out tools and information to develop their music and musical career and given the unique local focus of the site this can be highly and specifically networked. Our job is to provide an environment for community and access to tools and information such as:
- As touched on, a business directory for local service providers, developing an expanding advertising platform from which to present their content
- Key tools artists need for management tasks beyond the Choice As site: EG, Email list management, access to recommended 3rd party widgets, tools to create and manage a low cost private domain site etc.
- An index of high quality and up to date advice, tutorials, articles on everything related to music, product reviews, promotional strategies, how to, practical videos, recording, the works.
- Forums obviously, which will be used actively to promote discussion on the direction of the site in terms of creating revenue and services of value for artists + classifieds
- The Gig guide, in it's initial basic feed form. Eventually this feed will evolve into a widget customised to provide selected users feeds
- Magazine content - bring in aggregation of offsite content local news and features, articles etc.
- Introduce Blogging Tools for artists/business partners
.
At this point, the social capabilities would already be creeping in - content providers and advertisers would be expand from basic profiles to allow for collecting and displaying contacts ("friends") and messaging / notice board ("comments" or "wall")
New categories of content provider would be established for filmmakers, writers, performers, and profiles would be established and indexed for creative industry professionals like www.thebigidea.co.nz.
At this point basic profile pages for non content providing users ("fans") would be launched in Beta for those non musicians heavily involved in NZ music and also offered to those purchasing digital products.
Once the site was complete I would be expecting to sign up no less than 200 acts within 6 months, while 1000 or more could easily be possible, if we're very lucky.
I believe it will take little effort to plug in to existing business directories and begin attracting music product and service providers, and begin building a database of potential advertisers, with adsense providing most likely initially negligible revenue.
STAGE 3 - GOING SOCIAL // AD SUPPORTED PLATFORMS
Before the big social push, beta social users would be released into full social functioning - messaging / commenting / contact lists / original content storage and presentation (Blogs, Photo Albums, Video, Podcasts etc.) so that it functions on a par with the internationally based networks that we would draw a targeted local audience from. Functionality and experience would be similar except from an initial stage, tools would be in place for user profiles to promote onsite content from their favourite providers as well as enhanced aggregation of social information related to calendars, events, gig guides etc.
Now in going to the social phase, not only do we incentivize artists to sign up their NZ fans through other established international sites, we enter into arrangements to allow kurb to access their contact lists directly for the purpose of signing up their fan base.
There will obviously be incentives included for the fans themselves but emphasis will be on communicating to and empowering the musicians to utilize their existing fanbase, mailing lists, networks etc.
Theoretically, if the average band has 1000 contacts and we can sign up 50 of them, with an incentive such as a free cd - either on demand or download - of the relevant artist . . . from only 200 artists 10,000 sign ups is almost a given.
It is at this point that the Choice.as will be looking at entering into arrangements with certain profile acts to increase exposure. Such an arrangement would most likely, again, favour the artist allowing direct contact from Choice.as to their established network contacts.
Choice.as will continue to create and introduce more tools to enable artists to manage and communicate with the local fanbase they are building more effectively through Choice.As than any other site. For acts, Choice.As will represent a place - unlike myspace etc. - where a genuine and quality fanbase can be assembled with the applications to analyse and utilize information and access.
Once the site starts creeping toward 10,000 user profiles, emphasis will then come on to developing robust advertising platforms. Rudimentary revenue streams and on site marketing tools would most likely already be in place - Adsense, per impression / per click banner advertising options, social capabilities for local business and partners providing related services, editorial content for key business partners, the events feed widget etc.
So from this point a system would be created for advertisers to create targeted campaigns, introducing the following methods of delivering advertising to targeted users similar to Adwords or Facebook advertising programmes.
But as well as banner space pay-per-click and pay-per-impression, similarly to content providers management of contact lists, advertisers would be able to purchase a targeted mail out, eventually evolving into a permission based marketing points system where users who accept advertising messages receive points that can be redeemed for products and services available through the site.
Ad supported content - represents the beginning of the next phase of transition for Choice.as with the decline of unit based models for retail of content. While streaming content is principally supported by ad clicks and impressions, ad supported platforms would also be developed for downloaded content where users could access high quality downloadable content free in exchange for first viewing or attaching short advertising messages to the download.
STAGE 4: PREMIUM SUBSCRIPTION SERVICES FOR CONTENT PROVIDERS / USERS
The goal for choice.as from this point is not to remain as a more social and network enabled version of amplifier or as a local alternative to myspace.
In delivering digital content the site is providing one revenue generating function - in supporting artists to do so it is providing another.
Premium user subscription
The next stage of Choice.as is creating a whole new value proposition for mp3's and other digital content.
Now this stage requires some foresight into the future of how digital content is payed for and delivered. It is quite clear to me from my research that the nature of music as a retail commodity is already beginning to shift dramatically, and much depends on the pace at which this shift will take place. The shift is from selling music by the unit, to subscription based services that allow complete access to download content for a limited time.
At a preliminary stage firstly offer unlimited access to download all available content from one act with price points for scaling to multiple acts, and then phase in blanket access at a higher but highly competitive price point. For example:
You could download everything from one band for one month for $10. You could choose 2 bands for $15. You could have unlimited access to all bands for a month for $50, or you could have access to everything for a year for $200.
One credit card would allow for as many downloads as requested from one ISP for the duration of the arrangement.
Now this pricing is designed to accommodate a massive drop in value as music becomes more freely accessible but there is always the ability to add more premium features to increase the perceived value of subscribing. There will quickly arise a point at which the choice.as proposition rivals that of any other, and even as music could possibly cease to function as a commodity within 10 years, the value of choice.as will still be in the brand of users supporting and creating revenue for local artists and artists communities.
In time, it is likely that "lifetime" memberships will be offered as the value continues to fall and there needs to be a new value proposition as subscription based "feels like free" access proliferates.
An affiliate scheme will also be offered encouraging premium users to generate commissions from signing up their friends - the first sign of the movement toward user promoted retail and commerce.
Premium content provider subscription
In signing artists from the "free" services already offered to a paid subscription model that allows them to open new revenue streams and features, choice.as is also asking them to commit as much of their content as they're willing for download by premium user subscribers, and that is why the a reasonable proportion of "carrots" that kurb has to supply artists must be held back until this point.
The initial motivation of acts to sign up for the $50 p/month premium artist subscription will be:
- no commission fees on per unit sales of digital content
- Share of 50% revenue generated from advertising and premium user subscriptions, based on their cumulative share of downloads requested by premium users.
- advanced features of the developing "gigwidget" - aggregating and displaying event information from approved feeds would be available only to premium members
- existing features held out as "carrots" for artists such as discounted artist services such as CD manufacture etc. would be revised to most likely only be available to premium members - from the very initial launch of Choice.as it could touted as a limited offer.
But also, after launching the social capabilities, new features would also be created to enable content providers to manage communication with established contacts.
Whereas the ability to maintain contact with fans on sites such as myspace is often carried out illegitimately with bots, on Choice.as, established social contacts can opt out of receiving messages and feeds from premium artists who will have these features fully enabled at no extra cost. But this way if they abuse the spam-friendly system, it's easy for users to opt out.
However as the site develops, a rewards system for users who accept these messages and display certain feeds would be developed. More on this later.
At this point new packages can be introduced periodically for example a premium package
STAGE 5: USER GENERATED COMMERCE
Now we're well into the development of the site, beyond the easily foreseeable future, the final step of the choice.as journey is to completely take the music industry and put it firmly in the hands of the users. The fans and the users, with the aid of advanced web applications, data analysis and aggregation, with direct access to service providers and on demand manufacturers, will have the power to organise gigs, run merchandising lines for their favourite bands and create all manner of media and product packages.
Now again in explaining how this will roll out I draw on another outside example, Second Life, the virtual world. Initially this family of widgets which represents the power for premium users to create and retail such products as:
- their own CD compilation featuring their favourite songs with their own art
- T-shirts and merchandising product lines for their favourite bands of their own design
- a line up of three local bands booked to play a venue on a particular night
But in drawing from Second Life the widgets will begin their life as virtual "games".
Users can customise compilations, merchandising lines and even run "virtual" gigs. And in years to come when I'm talking about the kids using this technology, it's only one step from allowing kids to design their own virtual merchandise, virtual media packages and virtual events and letting the computer crunch the data and tell them whether they would lose money or not, before teenage entrepreneurs are creating their own products and packages to sell their favourite bands in partnership with networks of music service providers.
Being a "virtual" designer, promoter or executive producer on a media project would be available to all social users but those wanting to play "for real" would have to purchase another special premium membership to access all the tools, including widgets with which to retail their products.
But it is also possible for users to become "workers" earning from a points system for accepting targeted mail outs and displaying ads or sponsored messages on their pages, or promoting various content through out their personal network in new ways.
The expanded applications of an aggregating gigwidget in the future are also something to consider. Initally used to promote events put together by promoters, data can be gathered and analysed so that promoters can cost the price of a gig through performance and services (venue, promotion) fees on the site, then use a widget to gauge social opinion on wether attendance for this gig would break even on costs.
However even cost may not be a determining factor where this technology is used to allow users to plan and book acts for their 21sts, birthdays, weddings etc. Eventually it may be possible for premium members to make a theoretical contribution - like the radiohead model - on how much they would pledge to the gig. If it reaches a break even threshold the pledge contribution is automatically deducted, the gig goes ahead FOR FREE and after the gig, the fees are paid.
Again it is likely acts and venues participating would need to be on a premium subscription in order to be accessed for bookings by users.
Finally, commercial platform for licensing and publishing would also be looked at so that copyright holders of original digital content can licensing reproduction and publishing to commercial entities. At which point other media artists and projects would be able to license content off the site to then be repackaged and monetized on the site. As this is not a priority revenue stream it would be developed as opportunity provided.
CHOICE.AS IN ACTION
So this proposal is designed to break down exactly what I see as the logical development and possibilities of the Choice.as concept - from what models exist now, to new value propositions that will stay competitive in a changing environment for online content delivery.
I haven't gone too much into numbers but I have indicated the role my personal experience in online and viral marketing and the provision of basic services in response to the needs of artists will play in building the community initially, and dramatically minimising the marketing expenditure otherwise required to get something like this off the ground.
Figures from Amplifier put their traffic at 36,000 unique users p/month creating 265,000 page impressions p/month from which they generate up to $10,000 per month in advertising revenue alone
My initial estimation is that an investment of between $NZ20,000 and $NZ100,000 would generate a return within two years.
With as little as 5% of New Zealand's 800,000 active social network users on board this would become highly profitable from advertising alone, while
So funding the design and engineering the technical aspects of delivering the Choice.as experience as set out is the biggest task. Many of the ideas I have set out are already functioning in some way or another, so while some features may be harder/more costly to implement than others technically, it is all perfectly possible to implement.
My next task is to seek accurate costings for this set up and ascertain what tasks can be outsourced before a beta model can be bought online and recruitment for testing can begin. I will be approaching the developers who built Amplifier and requesting competitive quotes both here and overseas. It is possible different partners could be utilized for the site platform and the commerce widget respectively.
But obviously as soon as the site is functioning at stage 1 I can begin to outline and implement the marketing campaign, and within months a critical mass of artists should be signed up, generating modest income from music sales and advertising.
Choice.as is unlikely to generate enough revenue to be profitable in the first year, and advertising revenue at first maybe slow as social elements of the site grow. It is at the point that the premium artist user subscriptions are released that the real return on investment would begin.
Once this point is reached and subscriptions could be shown to be growing steadily options to sell the concept would be reviewed.
IN CONCLUSION
New Zealanders want to support local content, and artist and users want to be involved with it. New Zealand artists want and need more of the tools first given to them by sites like Myspace, and users want the access and personalisation sites like this offer.
Choice.as is a concept which accommodates anticipated changes in the way entertainment content is delivered to offer new solutions and channels for local fans to drive consumption themselves.
It's about offering something new and exciting where old models are failing and new trends in the way New Zealanders connect and interact online offer new opportunities to create value for users.
I would not have gone to all this trouble of explaining exactly how this concept could work if I didn't believe it was a brilliant way to generate income by providing New Zealand artists with the tools and an environment to build profitable enterprise from their creations. I believe it could revolutionize the NZ music industry and reshape it collectively to the adaptions now required.
I didn't write this mainly for the sake of $NZ50,000 to get me started. It's because I know there is enough value and foresight in this proposition to make it worthwhile and whether I get the money sooner or not at all, at least I know what needs to be done.
Kurb is a New Zealand based media promotions company providing a regular blog on digital promotion, marketing digital content and creating revenue from new media online. Kurb also provides online promotion and revenue management services for musicians and artists internationally and online / digital coaching for small business. We rank #1 for "online promotion" in New Zealand. And the best value fast turnover physical media services in New Zealand including CD / DVD duplication and poster services.Our physical media services come with free graphic set up and support, free delivery, and free promotions advice and support for musicians.We provide expert and affordable promotion support in all web 2.0 areas: Cutting edge Social Network promotion (Myspace, Facebook, Bebo etc.), Social Media, Blogging, Spam management, Content creation, Content management, Content Distribution, OMD, RSS, Aggregators, podcasts, Search ranking, Search marketing and PPC campaigns on Google and Facebook, Website design, Website monetization, Video production + promotion,We also have an extensive self promotion area for independent musician and talent featuring dozens of articles, how to features and blog links.
http://www.kurb.co.nzhttp://www.myspace.com/kurbpromohttp://www.youtube.com/user/kurbpromo -http://kurbpromotion.wordpress.comhttp://kurbpromotion.blogspot.comhttp://www.squidoo.com/kurb
Wednesday, April 16, 2008
learning search engine optimisation for your website
Here’s a pretty long but still real simple and useful article on search engine optimisation.
The thing about SEO work is it doesn’t happen straight away it often takes MONTHS to see the tiniest changes.
But this is the thing about music promotion. We all know the music industry is heading online. And I can tell you that for the foreseeable future that searches drive online information and basically as boring and un rock’n roll as this stuff is, it’s SO VITAL in the long term!!!
Luckily for musicians search engine optimisation is just one of many skills I make available on our digital coaching packages for artists as well as small business – check it out more here:
http://kurbartistmanagement.info
Remember on our digital coaching and online promotion packages we take care of all of this stuff it’s all inclusive!!!
Kurb SEO search engine optimisation search marketing adwords auckland new zealand
Kurb small business marketing and online promotion auckland new zealand
Kurb online marketing and web 2.0 promotion auckland new zealand
Let’s face it. Search Engine Optimization (SEO) is a complicated subject—and not only is it complicated, but the professionals don’t even agree about what works best.
On the other hand, it’s become pretty obvious that SEO is no longer something businesses can ignore. Especially small businesses.
Where does SEO fit in with small businesses, home businesses, and freelancers? How can a small business owner make sense of the many parts? Is SEO practical or effective for small business?
These are all questions I’ve been asked repeatedly by clients, and I’m pretty sure they are questions that are on the minds of many business owners out there. With that as my motive, I’ve created this article to explain everything a business owner should (and shouldn’t) know about SEO.
What is SEO and Why You Should Care
Search Engine Optimization is about getting more traffic by improving your rank in organic search. By organic search, I mean free search. So at it’s root, SEO is about getting free long-term exposure for your business.
Now there is an important distinction to make regarding types of SEO. There are generally considered two types of SEO, white-hat and black-hat, and they vary based on their primary goal. White-hat SEO is about making your site easy for Google to read, creating valuable content with relevant keywords, and building links in an honest fashion (more on these later). Black-hat SEO is pretty much about tricking Google into ranking higher, and doing anything dishonest to influence your search positions. There are several blurry areas, but for the purposes of this article I’m going to stay firmly within white-hat territory.
Now that we have that finished, let’s move on to the interesting parts.
Why you should care about SEO
The internet is only growing, and people are spending more and more time immersed in its digital waters. At the very center of this trend are search engines—they are the primary way of finding or being found on the internet. SEO is about getting you ranked well and helping you profit from search engines.
- SEO brings traffic. As in, people looking at your business.
- SEO increases visibility, so your business can be found.
- If you set yourself up correctly you can benefit for years.
- SEO helps manage your company’s reputation online.
- SEO is a necessary step to marketing your business online.
If you want to expand your business onto the internet, there really isn’t another choice but to understand and implement good SEO practices. Without them, chances are you won’t get very far online.
Code, URLs, and Crawlability
The first step in optimizing your site for search engines lies with making the code and URLs of your website “crawlable”. Just as a quick warning, these are things you should know about, but you should probably have your web guru implement them.
The code
Basically, in order for you to rank and get traffic from Google or other search engines, they have to be able to read your website. The key point is that search engines can only read text. This means all of your images should have a textual description, you should have a lot of textual content, and you shouldn’t have an entirely flash or javascript website.
The URLs
Once search engines can read your website, they index (save and file) each page based on the unique URL (the address you type into the bar). This is important because some websites don’t have a unique URL for each page, which leads to the content getting all mixed up in the search engines. If your website does this, chances are you won’t rank well in Google or any other engines. Take a look at the picture below for examples of good and bad URLs.
Not only are unique URLs important, but having keywords in the URL is also important. Search engines count URL and Title Bar keywords heavily, and if you aren’t using them then you’re missing out on a vital piece of SEO.
Semantics
This is something that we’ll look at more in the content section, but it needs to be at least brought up with regard to code. A properly optimized website will use semantic code to market headings, paragraphs, lists, etc… This means that each part of your content is given a relative importance. Google uses this prioritization to figure out which keywords are important, so you should ask your webmaster to make sure your website is coded properly to use these standards.
Content and Keywords
The content and keywords of your website are both things you probably have control over (you might even be able to edit them yourself), and are both parts of SEO that you can implement yourself.
Content
Content includes any text, images, audio, or video that you put on your website. For this article we’ll focus on text, since it is the primary way Google understands your website. The others need to be described with text in order for Google to register them.
Here’s the simple overview of content and SEO:
- Content is good
- More content is better
- Lots of content is the best
Content is what search engines rank. If you have a lot of content, you will have more pages that can rank, and more ways to get traffic. So the more content you have, the better.
But it’s not quite that simple, content quality is very important. A high quality article will get a lot of traffic from social media and will get more links, which is a big factor in SEO (see the next big section). Also good content will be relevant to your website and have relative keywords in it. So don’t just throw up a crappy page and expect it to rank well—your content needs to be well thought out and provide some good value.
Keywords
When Google reads your content, it distills everything into a list of keywords. It is those keywords and phrases that control what searches your website will show up for, so they are of crucial importance.
There are three important things to consider when looking for keywords. Is the keyword relevant to my business? How often is the keyword searched for? How competitive is the keyword?
Keyword Relevance You want to find keywords that have to do with your business so that they will bring in traffic that is valuable to you. A good way to come up with relevant keywords is to just brainstorm and come up with a list of words and phrases your target customer might use to find your website.
Keyword Popularity You need to find keywords and phrases that are being searched for regularly, or else you might rank #1 and get no traffic.
Keyword Difficulty Once you have a nice list of popular and relevant keyword phrases, it’s time to cross out most of them. Many keyword phrases, and most individual words, are extremely competitive and very difficult to rank for. When you’re just starting out, it’s best to go for the easy ones first.
Content Structure
It’s important to structure your content in a way that is semantically correct. This means using the right heading style for each heading, and using them in order of importance. A properly structured page will look like an outline with big headlines, little headlines, and paragraphs. This semantic structure helps accessibility, helps people scan your pages, and help search engines rank you properly. Here’s an example of good and bad page structure:
Popularity, Links, and PageRank
Once you’ve dealt with code, content, and keywords, the rest of SEO is kind of like a big popularity contest based on who links to you. Each website that links to you is saying “hey, this site is cool” so your ranking goes up a little. But it goes a step further than that.
Do you remember what happened in high-school when one of the cool kids said something was cool? That something all of a sudden became much more popular than if a normal kid had said it was cool. Google works in much the same way—links from authority sites count much more than links from a new website. The end result of all of this is something Google calls PageRank, similar to link popularity in other search engines, all of which is basically a measure of how important your website is online.
More Links, Higher PageRank, Better Rankings
In order to give your site more weight, and get ranked higher, you need to build links from other websites—especially authority sites (sites with high trust and high PageRank). There are many different ways to get links to your site, some are good, and some are bad.
Some good ways to get links include quality directory listings, blog comments, writing articles, guest posts on blogs, and social media.
Get Trustworthy and Natural Links
Probably because of the number of people competing for search rankings, it has become reasonably common for businesses to try cheating the system. Most of this cheating involves the process of automatic link building, and most of the time it works terribly.
In order to defeat the cheaters, Google has made trust a key element of ranking well. This trust is not built upon the number of links you have, but on the type and quality of each link, and the overall appearance of all of your links (your link profile). Because of this trust system, it’s very important for you to get links naturally and really aim for quality links.
Link Quality
Getting a quality link has several parts to it:
Originating Page The page that the link comes from needs to be a quality page, with relevant content, and not too many other links. If the page is a “links page” and has little text and mostly other links, it probably isn’t a great source. Also important is finding a page that has a relatively high PageRank itself.
Anchor Text Anchor text is the text that actually links to your website. Good anchor text will have relevant keywords in it. Bad anchor text will be irrelevant or just a URL.
No-Follow This point needs to be here for accuracy, but it definitely complicates the matter and is something that you should probably ignore if you’re new to this. Basically, a link can be formatted such that it won’t transfer any benefits to your site. These links are called “No-Follow” links, and shouldn’t necessarily be avoided (they can still send traffic) but they won’t help your search engine rankings.
Basically, you’re looking for other up-standing citizens of the internet who will link to your content because it provides value. If you try to pay for links, or get free links with no editorial control (anyone can get in), chances are you’ll end up with low quality links.
Getting Links With Content
One of the best ways to generate links is by creating outstanding content and publishing it on your website—you want to create the type of article that is so in-depth, or of such high quality, that other people can’t help but link to it. This type of content is often called linkbait because it is designed to get links. Some people find that a term a bit spammy, but either way the fact remains that you can get good links by creating really valuable content.
Should You Pay For This Stuff?
Whether or not you should pay for SEO services depends on your situation and your marketing goals. If you want to build a popular website that generates a significant number of leads, it’s probably going to be necessary to get some SEO help. On the other hand, if you only have a business card website that helps you sell in person, and don’t really want to sell or market online, then it might not be worth the time or expense to go after search traffic.
Consider whether or not you’ll be able to get a return on your SEO investment. If you send more people there, will your earnings go up?
If your website can’t generate leads, or sell your product, or make money, then you might want to think about that in more detail before investing in SEO.
When thinking about investing in SEO, it’s a good idea to see what resources you can afford to spend. You may be in a position where you want to pay someone to do all of the work for you, or you might be in a situation where it’s better to spend the time and do it yourself.
Whatever your situation, I always recommend hiring a professional to deal with things like code and website structure. It’s very rarely worth it to learn highly technical parts, especially considering they change frequently in SEO. The content and link building are things you can do on your own if you have the time and energy.
Kurb SEO search engine optimisation search marketing adwords auckland new zealand
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Kurb online marketing and web 2.0 promotion auckland new zealand
Friday, October 12, 2007
Marketing 2.0 for Web 2.0 - how can your business benefit?
ew I'm business blogging - shoot me now. How sickening.
You can be rest assured that the devil drives an extremely hard bargain. Apparently it’s a buyers market.
Don't worry I've got 2 more music blogs coming up on content and what to do now no one wants to buy CD's.
Of course the same principals apply if your small business is in music and you will obviously observe I'm generating content to distribute - not only to strengthen my search network but to create awareness of the work I'm doing by providing free expertise.
My expertise is obviously in online marketing and I'm not too shabby flinging a few words together. But I'm sure you're good at something you can write or make videos about to - and don't worry this article took me 4 hours to write.
Marketing 2.0 for Web 2.0 – how can your business benefit?
The Internet is the most powerful and far reaching marketing tool available to small businesses and increasingly word of mouth is now word of blog, email or IM and thats what web 2.0 is - when we stop hearing the messages sent by those who can afford to send them and we just learn from the messages we share from the access the internet now provides to one another.
According to Tim O’Reilly who coined the phrase “Web 2.0” in 2004:
"Web 2.0 is the business revolution in the computer industry caused by the move to the internet as a platform, and an attempt to understand the rules for success on that new platform."
Web 2.0 presents opportunities to use the internet in new and interactive ways to deliver an unprecedented amount of information and choice to unprecedented audience numbers.
Unlike declining traditional media the internet offers users control over access and it gives consumers choice. Web 2.0 represents a major blow for traditional advertising methods because Web 2.0 is about the online experience the user has customised – and no one wants ads! Marketing is to survive only as part of a media experience that is embraced, not an unwelcome interruption to be filtered out.
Social Networking:
Social networking – the explosion of sites like Myspace, Bebo, and Facebook – has transformed the online social environment into a place where branding happens naturally. Myspace, the big daddy of social networking sites, created an online environment where brands as well as bands, characters and ideas could be accounted for with online identities.
You only have to go to the stats to see the wild popularity of these sites in New Zealand and around the world. Even I choked when the Herald quoted 800,000 kiwis use http://www.bebo.com/. It comes behind only Google and Trademe for volume of usage in NZ.
By creating a presence for your business on social networks you are able to present content and interact with other users participating in a massive global network either as an individual representing or creating awareness (this will be required on facebook and bebo which are not so friendly to commercial brands), a brand profile of your business, or even a key product! Or all three! There’s no rule against having multiple accounts.
SEO and web 2.0 - when content "goes viral"
It is still the truth that most of your website traffic will come from search engines and in New Zealand that is overwhelmingly accounted for by the Google search engine. To put what is often reported to be a complex and competitive study into simple terms, search engine optimisation (SEO) is based around keywords matched to your content, and the ranking of its relevancy in the search by the amount of links to it and the quality of those links.
Search engines can be influenced in two ways – by both the quality and quantity of written content you make available and the quantity and quality of backlinks created to your site from other sites. Distributing and sharing as much content furnished with links back to your site as you can make available is the most effective way to dramatically increase your search rank, send your brand around the world and bring traffic to your website.
All I will say is that websites that follow the web 2.0 format, which are some of the highest ranked in the world – myspace, youtube, blogger – the last two of which of course are owned by google, are ranked in a different way by google, and using these sites in different ways to make people aware and provide links to your website can have dramatic results.
But when your marketing message has assumed the appearance of a media experience – whether a blog, a podcast or a short video demonstration - that you have made available through your various online social network to share and enjoy as “infotainment” it’s no longer advertising! And when people are motivated to share the information you have provided they are not only building your search ranking but sharing your marketing message that your personal brand represents knowledge and experience of the products and services you provide.
Video Marketing
Video marketing is the hottest thing in internet promotion right now and youtube is popular with an older demographic where social networking hasn’t spread. Unlike everything else I’ve talked about – videos in themselves will not increase your search rank on google! But the message out there is if you can do it, prove it - film it! People want to see for themselves and now you can show them!
Video content provides important information, breaking down the anonymity that effects a potential customer or clients decision to purchase through an online connection based on trust. Video is also the most potentially effective opportunity to offer deeper understanding through presentation and demonstration.
many more people will connect with your marketing messages as a visual image and when it comes to media – the types of small businesses that could never dream of affording to market by broadcasting video can now provide it cheaply in a way that makes it accessible to targeted users long after it is first made available.
One of the most successful viral campaigns focused on a series of short clips experimenting with blending different unusual objects in a brand presentation for a blender called "will it blend?"– one of these quirky clips featuring an iphone received over 3 million views on youtube.
XML, RSS, P2P, Aggregation
Web 2.0 continues to present newer and better solutions for distributing and accessing information but unlike social networking and video marketing these concepts of syndicating content feeds and providing ever more options for choice and access are ideas which time is yet to come.
But it remains that web 2.0 marketing is about “pull” and not “push”. Using social networking, and sharing blogs and videos, generating content that appeals to users whether it be through information, experience, demonstration, experiments or simply just the quirky, entertaining or humourous is a chance to build awareness of your business while connecting with people in a way they will appreciate and remember.
People are far more likely to "go with what they know" so establishing social profiles and participating in online communities, providing content that people will use and value, in a way that supports higher ranking in searches for your site is the best way for generating leads and contacts in the new online environment.
Cheers for the connection with Kurb. Supporting musicians with successful strategies on a budget. Kurb in NZ’s leader in online promotion strategies for artists and creative projects plus we offer the cheapest CD/DVD reproduction and cheap posters available.
Come by our page, theres plenty to pick up about new developments in the music industry in our blogs and theres a whole lot of free info and articles at our self promotions hub. Get some scope checking out our overview of online promotion strategies and if you’re interested our artist packages or brand new campaign packages including CD’s, o All the best with your music, from Kurb For direct enquiries get us on gmail as kurbpromo ..................... Kurb Myspace
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