So onto my second spreadable media experiment. My media content needed to be targeted as many of the relevant communities as possible. This is important so that I could get the media in front of the right people to generate discussions and a buzz. This can be done by identifying groups of people who read discussions within forums.
For part two of spreadable media 101, my research fellow and I had been recording 3D sound for some subjective tests in the new year. We decided to share some of the audio to promote 3D audio and get some discussions started about the audio.
A video was made showcasing some of the features of an audio plugin that transforms the 3D audio recordings into 3D audio you can listen to on headphones. I posted a bit.ly link to the video on a number of groups on Reddit and LinkedIn. All of these communities were centered around audio. A list of communities was created as part of the media strategy. Here is a list of the platforms and groups considered.
|3D Audio Clip|
|Click here http://bit.ly/1yEahjC to experience the front row @MattandPhreds during a jazz gig! #Jazz #3DAudio @JazzTimes @BBCNorth||1,095 followers|
|Tweetdeck||Scheduled for 1:20pm||1,095 followers|
|Youtube||Mr Soft Skank TV|
|Communities/Forums Engaged||Website||Number of Members|
|Sound Engineer Club||10,872|
|Sound Designers Group||17,949|
|Sound & Vibration||6,046|
|Pro Sound News||12,893|
|3D Audio Group|
|Sound for Film Professionals||4,989|
|Spatial Audio Club||25|
|Research trends and spatial audio||Spatialaudio.net||Unknown|
We uploaded the video to YouTube and then shared the video on the forums and communities asking for feedback. As part of the spreadable media posting we created two blog posts: one, on DannyWellens.Wordpress.com website to showcase how the recordings were made and where they were made; two, a blog on my WordPress site, detailing the way in which Harpex-B was used to convert and control the sound scape recorded in 3D.
This picture is of the clicks for the video link. The posts were timed to go out on a Friday at 1pm. Over the space of five days 145 people watched the video on YouTube and also then clicked onto find out how the recordings and plug-in was used. One of the reasons there is such is a spread across so many days is that for each of the LinkedIn forums the posts had to be accepted by the group owner and this can take some time. As I write this article, still some posts are pending.
These next two pictures show how the users went on to click on the making of links on the YouTube video page. The first picture is of the number of people who clicked on Danny’s blog post from the video and the second picture of stats shows how many went straight to my blog post from the video.
This shows a the flow of the clicks from posts with communities to the actual primary media and then to the making off blogs.
I had targeted some big communities during the strategy but found it hard to get the posts and discussions started at the time I wanted. The Technology group on Reddit with over 5 million members required a karma score of 10. A karma score means you have posted at least 10 discussions. Also Reddit will not allow you to post too much too quickly. These are factors than mean you need to take more time promoting your spreadable media to reach your total audience.
The lesson gained from this spreadable media experiment was that you need to be a regular contributor to groups to be able to use the high number of members. This means that for any further media I want to share I need to be a person that is already in the conversations and that will allow me to promote my media better and faster.