Category Archives: Social software

How MC Hammer is using social media to monetize his brand

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MC Hammer at the 140 characters conference in NY talks about behaviour, & ups the value of the likes of Twitter for staying in the feedback loop, and monetizing his brand by staying in control of access:

MC Hammer: The behaviours have shifted right now. 140 characters 24 months ago was very trivial some of the conversations..why would you tweet this, why would you tweet that, all those things; and then they started to grasp the understanding of the business implications and how we could effect our customer relations, how we could effect mobilizing an audience – so studying the behaviour..so that’s what excites me right now.

Q: How are you using social media?

MC Hammer: Very strategically. I’m using it to shape behaviour, to stay in the feedback loop, to have a firm understanding of the totality of me as both humanising my brand as a person and the extended relationship between me and my audience…transparency is the key going forward. You as the brand control that access rather than a third person who monetizes seeing you where you are, sending their photographers, taking it and saying wow you are on TMZ.

See the full 15 minute conversation.

PS: Hammer says MySpace is now ‘old school’. He goes on to mention the value of the ‘total stream’ of tweets which give a picture of the business and the personal over many months. And references a recent lunch meeting with a guy from Salesforce.com and musician Neil Young to how to maximise the use of Twitter for artists.

His tip for interacting with people with a negative mindset on Twitter? Use the ‘block’ function. (He gets a round of applause fromthe audience when he says if he wants negativitity for his barnd or business he needs only turn on his TV).

Conversely he highlights people ‘doing good & doing well’ as an under-served market.

The Conservatives go viral

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The invitation from David Cameron backing up today’s manifesto launch to “join the government of Britain” has a link to an email form where you can include up to 10 people, including friends and family. It’s an example of a viral campaign.

Next month, you’ll get to choose a new government. But don’t just choose it, be a part of it. I mean it. We’ve got big problems in this country and the truth is politicians can’t do everything on their own. We need your energy, your ideas, your passion to get this country moving.

That’s why this email is an invitation to you to join the government of Britain. It might not be embossed on a thick white card, but it’s still heartfelt. If we win this election, we’re going to give you more control over your life, more power to make a difference to your neighbourhood, more opportunities to change our country for the better.

WATCH: An invitation to join the government of Britain

Watch this video to find out how you can help build the Big Society

Just imagine: a country working together to dig ourselves out of this debt and get our economy moving. A country working together to protect our NHS and improve it for all of us. A country working together to mend our broken society. A country working together to make politics and politicians work better.

So come on then, get involved. The more people join, the stronger the force for change will be. I want millions to be inspired and mobilised to play their part – and that movement starts here. So please, spread the word. I’m asking you to send this invitation on to just three friends, workmates or family members. Get them involved too. Extend the invitation. Together we can build the future.

David Cameron (signature)