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Saturday, February 04, 2012||PERMALINK
Labels:
#lrose,
Arktan,
Celebrity,
Interscope,
Lady Gaga,
Social Web
Labels:
#lrose,
Arktan,
Celebrity,
Interscope,
Lady Gaga,
Social Web
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While the world waits with ears
preened and eyes glued to social media sites to lap up juicy snippets of
celebrity life, it’s the celebrities like Lady Gaga who are
having the last laugh!
Before you get carried away, this
has nothing to do with the phone hacking scandal that has rocked the British
and world media. Lady Gaga is only resorting to the latest technology to
realise her ambition to make her music truly global and yet satisfy her desire
to connect and interact with her fans around the world.
The problem of Interscope, who manages her website, was
that while Lady Gaga’s site could hold all her own content, the posts,
comments, and blogs of millions of her fans were all spread across different
social media and a large number of fan sites, making it almost impossible to pursue
her dream.
Interscope
and Lady Gaga needed a way to centralize the promotion of Lady Gaga’s content,
music and merchandise on a single platform, and still allow her to remain close
to her fans, which had been a big part of her success, in spite of the enormous
size her fan base has grown in to.
What Arktan, a U.S. based start up, has managed to do
is to enable Interscope to search across a huge array of sites like Twitter,
Youtube, Facebook, blogs and fan websites to find everything being said by
people and then pull out that is important right onto Lady Gaga’s website in
real-time, allowing her fans to interact with her and feel close to her.
The addition
of social streams and the ability to add comments and reply to posts enhance the
social influence of the site dramatically. The site’s usability and attraction
is further enhanced with rich inline media, comprising of photos and videos
from social media sites, which is integrated into each post in real-time and
with social interaction around each product in the online store.
If her desire is to get and keep
her fans closest to her, Lady Gaga is amazingly succeeding in her efforts with
the technology from Arktan, which has enriched her brilliant website with
real-time feeds of what her worldwide fans are talking about her and by providing
them something like a “back stage” access to directly interact with her, all in
real time!
The Technology
Recognising the leveraging they
benefit from, social media sites like Facebook and Twitter already provide dynamic
and real time comment and activity streams which websites can include in
their content with very little or no programming knowledge. Such streams help
to engage the visitors who are members of the media to interact with the
websites as well as others and also attract new members. However these widgets
are limited to single membership and cannot engage multitude of fans or friends
simultaneously.
‘Turn your website into a highly
engaging real-time social site’ is the motto of companies like Arktan who provides
an Enterprise class solution to capture data from any source on the Web
including sites like Facebook, Twitter, Youtube, Tumblr, etc. and stream to
your existing Content Management System in real-time, enriching the data in
multiple ways by including photos, videos, maps and visually engaging snippets.
Arktan technology is built on a real-time Social Operating System, developed in-house. In addition to in-house technology that does a great amount of real-time and social web curation heavy lifting, Arktan SocialOS uses Amazon EC2 for a scalable server infrastructure and Echo stream server for a scalable cloud database. This enables Arktan to build products like the life stream product focussing on the real-time end-user experience and innovation leaving the server and database infrastructure to proven cloud building blocks.
The technology package is also
based on their Social TV and Live Blogging application in which posts by
journalists to different social media sites are aggregated into a real-time
embedded stream on their site encouraging conversation letting users to like,
reply or share and driving engagement and increasing time spent.
Leading brands who are using life stream providers like Arktan
to bring real-time conversation and content from the social web back to their
websites feel that the technology offers “a sweet spot between just enough
technology to make it easy and t a finished product that can’t be improved up
on.”
Social web is exploding and
blowing away advertising!
Lady Gaga is not alone to
recognise that the social web is exploding and the rules of engagement with
potential customers are being rewritten with breath taking speed.
The role of social media in
changing the way human beings behave socially and react to advertisement and
its all engulfing grip is evident from several reports which estimates the
membership of Facebook has reached above 800 million and is fast approaching
the billion mark, with Google+ and Twitter giving a tight chase.
This explosion has seen a host of
social
media monitoring tools sprouting up faster than mushrooms on a damp corner.
Some like Klout specialise in calibrating and measuring people’s influence
across the social media, which appear to replace the advertising sponsorship
clout of stars and celebrities.
That is why a direct engagement
and interaction with your fans is vital for artists like Lady Gaga.
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