Tag Archives: Billboard

What Does ‘Moneyball’ Mean for Media Publishers?

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“Essentially this has been a business that’s been around for over a hundred years and it really hasn’t changed much so any time someone’s doing something differently, it’s probably going to create some friction.” - Billy Beane, former American professional baseball player and current Executive Vice President of Baseball Operations and minority owner of the Oakland Athletics of Major League Baseball

Billy Beane’s use of data to put together a winning baseball team was detailed in Michael Lewis’ book, Moneyball. This unorthodox method at the time has since transformed other institutions, including publishing. 

In “Moneyball for Book Publishers: A Detailed Look at How We Read,” Alexandra Alter and Karl Russell state that “analytics are transforming every corner of the media world. Digital publishing cannot be far behind in measuring consumer behavior.”

As the internet races closer to making the answer to every knowable question immediately available, more has become less. Learn how media publishers connect with people increasingly paralyzed by the paradox of choice. 

Join Jim Thompson, SVP, Analytics and Audience Development, Billboard and The Hollywood Reporter, as he presents “Capturing Attention in a ‘What Was That?’” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.

Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Measuring social media ROI

Social media ROI is a common topic in this community. How do we prove that our online efforts are making a difference? Kyle Flaherty wrote a great article at how we can look at this.

The next generation is particularly tech savvy, and a recent social media campaign for Twilight has proven that networking with your audience can prove that good social networking can turn into revenue. The social media campaign that involved widgets and networking resulted in a soundtrack that was #1 on the Billboard charts before the movie was released, high pre-sales in movie tickets and a continual presence in the best selling category for the books. Read more about it in The Standard.

The soundtrack marketing effort has been highly successful, ranging from videos released on author Stephenie Meyer’s site to exclusives available for fans depending on format and place of purchase: iTunes has a digital booklet and three additional songs, while the physical CD contains a poster from the movie, with several different posters randomly placed in the CD cases.

There was also significant buzz created by exclusively debuting the trailers online for the fans.

Online ticket sales are booming as well, spurred by everything from movie trailers debuted exclusively at different sites to widgets available for social networking sites. Those who purchase presale tickets from MovieTickets.com or Fandango receive a code for a free music remix from iTunes.

Why do you think this is such a big social media phenomenon? We already wrote in August about this community with the book series, and now it’s translated into revenue for the movie industry. Now this social media and networking has translated into revenue for the record industry and Hollywood. What can you take from this example and use for your campaigns?