The scoop on flavorful approaches to social media
ON THE MENU THIS WEEK:
NAME: Greg Lee
COMPANY: ImagineNation Social Media Marketing/Strategies
Greg Lee is a social media marketing expert, and early adopter of the platform. Prior to launching ImagineNation in 1999, Lee spent 17 years at Warner Bros. Records, as head of pop promotion marketing, at the height of the venerable label’s success. Some of his early clients at ImagineNation included Disney, eBay and Amazon, General Electric CEO Jack Welch, feminist literary icon Erica Jong, Bravo TV “Odd Mom Out” author/star Jill Kargman, music icons John Fogerty and Bob Dylan, as well as social media consulting for Sony Music Group, BMG Publishing, and many others.
Current projects include: Radio Genius brand project ‘Mobshot Podcast’ with Gary Bryan (host of the No. 1 Morning Show in Los Angeles on K-EARTH 101), developing social media and marketing strategies to engage fans of the Netflix hit #MakingAMurderer #TheSopranos #GoodFellas #TheGodfather #Mafia #TrueCrime, plus The Vermont LA, a high-profile luxury real estate property by Tru America/Capri Capital/Greystar in Los Angeles’ Koreatown, for which he creates targeted lifestyle branding, customized content and marketing curation.
- Video link: Music clients/projects show reel:
SOCIAL MEDIA URLs:
FACEBOOK: Greg Lee/ImagineNation on Facebook
LINKED IN: Greg Lee/ImagineNation on Linked In
YOU TUBE: Greg Lee/ImagineNation on You Tube
INSTAGRAM: Greg Lee/ImagineNation on Instagram
Q: We have access to so much news on a daily basis. What kinds of information do you consume at the start of your day?
A: I have a variety of apps on my iPad, iPhone, and laptop. Social media feeds and timelines and targeted (curated) content that is of interest to my clients (first) and me personally (second). Obviously tech sites, and social blogs are useful (for example, Mashable). My primary interest is in sharing, observing, and dialoging with global netizens about their interests, cool stories, links, and videos that engage them (to share and drive traffic and interest to my client’s platforms). Simple hashtag searches and keywords can help you focus on content of interest.
Q: How do you use social media?
A: First and foremost as a cost-efficient method for clients to Fish Where The Fish Are. (My strategy of targeted, focused and positioned content-in front of and where your target audience frequents.) Position your brand and messaging in front of those most apt to have interest. In old world marketing you’d place a print ad in the newspaper or a magazine, and never know who saw it, or was impacted by your message. Today we can target messaging to a specific segment of the audience based on any number of factors including location, age, demo, culture, interests–you name it. Pay for impressions with the audience your brand wants to reach and stop wasting valuable budget just guessing.
I also use social media to share links to content that helps resolve problems, or to spur conversation within my client’s target audience, and/or my personal network of communities. I’ve also found it useful, from time to time, to create online discussion groups (see the Making A Murderer Discussion Group as an example), to drive traffic and interest to related client projects.
Find the elements of ‘commonality’ within your client’s target audience. What are the keywords, traits, terms, and tags that define and identify things that fans would have in common with your client or project? Use those terms, in hashtag form, to discover online conversations and links that share the common interest and you are likely to find new followers.
Q: How has social media changed your life?
A: At the turn of the century (remember Y2K?), I was laid off from the greatest job ever, at Warner Brothers Records, where I worked with the best artists and projects one could ask for. I knew the tide was changing in our economy and in the way business and commerce would be done in the future. While none of us knew how huge e-commerce and the business of social media and digital delivery would become, I discovered early on (by digging in, and learning like a consumer first) that the fact that we no longer had to leave the house to buy a product, pay a bill, or send a message to someone–we could do it all via computers and smart devices–was a huge game changer. We would need to adapt or perish.
Q: Do you think social media has enhanced or diminished our personal relationships?
A: LOL. Enhanced, in most cases. A colleague and I organize two annual music industry networking events (now in year four) that are publicized only via social media. (EventBrite, Facebook and Instagram are the main social platforms we use). And I knew that from day one, if we registered people via EventBrite, we could create an ongoing database of key industry influencers, movers and shakers, and key execs who in turn had connections to many of the older artists, who might not be as savvy with social media as younger emerging artists. Our database now has grown to several thousand current and former music and entertainment industry influencers. We encourage social sharing and connecting with others and helping others in and out of the business.
Q: What organizations, brands or personalities do you follow? What makes them worth following?
A: I have a ton of different influencers–individual people or brands that have influence, and the ability to make a difference. Those are the leaders who create the content worth sharing…too many to name…but you can drill through my various profiles listed above and see both my followers and those I follow. You’ll find some good people and brands to put on your radar. Be open to new ideas, and technology that improves our world and the way we do business. Most of all pay it forward.
Q: What kinds of posts spark your interest?
A: I advise clients to consider the following when posting: Is it engaging? Is it useful information? Is it a solution to a common problem? I advise NOT to spend the majority of posts talking about yourself or hyping your brand or product. Organic is always the best way to go. Be yourself, but be relevant and interesting. Nobody cares what you ate for lunch (unless you’re a celeb chef like Roy Choi). Personally, I love ‘tips’, helpful links and info, which I find my followers and client followers always love.
Q: What is/are your favorite social media platform/s and why?
A: Different platforms for different types of interests, targets and client. Foodies, Instagram, and I recommend you discover my friend Steph’s site http://tastemade.com , Eater LA, LA Weekly…two local key sites I dig a lot…Apartment Therapy is a good one for millennials just starting out. I also find that Video (You Tube/Vimeo) are the most engaging platforms for music discovery vs. old school methods such as TV or radio. Apps..there’s a million of them..but imagine a world without Google Maps/GPS/Yelp etc. I can’t tell you how many times in a day I’ll go to Yelp, just to locate info. We live in a world where just about any question can be answered by doing a search on Google or Yelp.
Q: Favorite hashtag or one you’d like to see?
A: #LearnWhatHashtagsAreFor #StopHashtaggingEverything #HashtagsHelpYouSearchForSubjectMatterAndContent
Q: What advice would you give to a brand about how to get started with a social media program or make their existing one more effective?
A: it’s ALL ABOUT THE CUSTOMER. Identify all your target markets/audiences. Determine which online and social platforms your targets frequent. Learn their interests, lifestyle, and shopping habits. Then get in the mosh pit and dance with your customers. You should understand the fan and customer in order to more effectively market to them. Talk to them. Learn from them, what they like, what they don’t. Then create a social strategy that appeals to your key customer.
Q: If you could follow any historical figure on social media, who would it be?
A: Hmm.. so many… John Lennon… Abraham Lincoln… John Kennedy…
Q: Cone, cup, or straight from the container?
A: Lol. I have an ice cream client, DandyDons.com (1-800-DANDY DON). Best homemade ice cream around. Don would say whichever (ice cream) floats your boat is cool. In fact when I searched the keywords for ‘ice cream social’ I found the link for your blog. That’s the power of keywords folks!
Q: Favorite flavor?
A: Must admit, I’m diabetic and have to watch my sugar, and although I have a client that makes great ice cream…I have to try not to indulge.
Have something to add or share? Please leave a comment in the section below. Feel free to like and share on social media. And be sure to join us next week when our guest on Ice Cream Social is: International best selling author Ruta Sepetys, whose, must-read, stunning new novel, Salt to the Sea, is in stores February 2.