Brands and musicians have an uneasy alliance. For every generation defining Michael Jackson and Pepsi coupling, there’s a whincingly regretful pairing of Iggy Pop and Swiftcover.
In the last few years, more and more recording artists are hooking-up with large brands in order to reach a wider audience and make up for dwindling record sales, and it seems brands are much more willing to invest in the music industry lately, especially in terms of live music and event creation.
American Express has recently linked many different media strands together, including live music, online streaming, social video and social media, to create Unstaged, a channel that caters for an online, music hungry audience while offering effective brand promotion.
Let’s take a look at the ways American Express Unstaged brings the offline, online with storytelling.
There was an increase of almost 17% in brand spending on digital within the music industry last year, compared to 2011.
Brands including Coca Cola, O2, Blackberry and Volkswagen spent a record breaking £100m in total on music in 2012, a 6% rise on 2011. This is according to the latest research from PRS for Music, the copyright collection society.
The area that’s seen the biggest increase, with a 33% rise in spending, is artist endorsement.
This may come as a surprise to some, depending on where your ideologies lie in terms of artistic integrity, however with increasingly evaporating record sales, artists who once comfortably filled out stadiums night after night are now turning to brand sponsorship to maintain the lifestyles they’ve become accustomed to.
For instance Jay Z recently made a deal with Samsung to release his latest album exclusively via its mobile devices.
The next up and coming trend in terms of spending however is digital. Digital is showing an increased rise in spending, far more than live music sponsorship (-5.6%), TV (+1%) and advertising support (+9.5%).
How are brands spending their money on digital in the music industry? Here are some recent examples:
While it’s fairly common for consumer brands to shout about their successes in social media marketing, finding convincing B2B case studies is a far more difficult task.
According to a recent survey, a majority of UK businesses (64%) are using social media as a marketing tool, with the most popular reasons being for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).
And social has certainly proved to be an important marketing and sales channel for Econsultancy, even though we do occasionally have difficulties working out the exact ROI.
However it still accounts for only a fraction of the traffic and leads for US B2B websites according to data from Optify. Overall, social accounts for 1.9% of traffic compared to 41% for organic search.
Even so, to try and shed some light on the benefits of social marketing, I've found five examples of B2B companies that have achieved success using social media.
B2B marketing is also one of the categories in #TheDigitals, our new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.
Strides in social commerce have been made with Facebook and Pinterest but, until today, brands and ecommerce specialists haven't been able to crack the code when it came to Twitter.
American Express and Twitter have announced they are joining forces by allowing members to sync their Amex cards with their Twitter accounts and then tweet special hashtags to make purchases.
This is not the first foray into connecting American Express member cards with social networks. They have focused on the interconnection with commerce and social since it launched its Link Like Love program with Facebook in 2011 and they have been promoting Twitter deals since last year.
But is this Twitter partnership just another gimmick or something more?
Social media, as a channel, is hard to hate, and despite the fact that companies are still grappling with ROI, brands continue to pour larger and larger sums into social media initiatives and industry observers continue to show the same interest in highlighting and analyzing them as they did when social media first started to go mainstream.
But don't let any of this fool you. Investment and attention don't mean that social media initiatives are effective, or serve a useful purpose. In fact, many of them are arguably downright pointless.
With this week's snapshot of The Dachis Group's Social Business Index, we're showcasing three brands - a dutch beer favourite, the people behind Nutella, and a major credit card company – as analyzed by the Dachis Group team.
We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.
In the market for farming supplies?
If you're looking for a new tractor or some seeds, American Express is hoping that you'll use one of its new prepaid cards to complete the purchase. On Farmville, of course.
Today, LinkedIn launched its inaugural Financial Services Summit in New York which focused on the role social media is playing in the financial services industry. The first panel brought together representatives from American Express, Citi, Fidelity Investments, Prudential Retirement and Hearsay Social to talk about using social media in financial marketing.
It was curious to see a panel on social media where only two out of six individuals on the panel have Twitter accounts. One was Clara Shih, who runs the agency Hearsay Social, and the other, Frank Eliason, SVP of Social for Citi. The panelists' lack of Twitter accounts felt like a microcosm highlighting how most financial service organizations are behind in social media.
Twitter has launched an advertising programme for small businesses in the US who use American Express.
Amex has begun to notify a limited number of eligible card holders that they can start using the self-serve ads and will steadily increase the number of participating SMEs over the coming weeks.
As we reported last month, Twitter started trialling its self-serve ad platform with around 100 SMEs last year and will eventually include 10,000 new advertisers in this latest rollout.
Amex is encouraging card holders to sign up by offering each buyer $100 in free advertising.
American Express is offering its customers the chance to earn money off a selection of goods by tweeting special offer hashtags from retailers.
Amex cardholders in the US can connect their account to their Twitter profile, and a coupon will be 'loaded' onto the card if they compose a tweet including one of the hashtags.
When the customer redeems an offer, the discount will be applied within their next card statement.
Retailers including Best Buy, McDonald’s, Whole Foods Market and H&M have already signed up to the programme, which is built around American Express' Smart Offer APIs.