SUMMARY
The 2011 Grammys' social media campaign was called "Music is Life is Music," and it centers around the idea that everybody has a musical journey with memories tied to certain songs and locations. Here are a few of the initiatives taken on for the social media campaign:
- A Foursquare-esque app called the MusicMapper (mashup of Google Maps, SimpleGeo, and Rdio) that allows users to tag locations on a map of their current city with songs and notes
- Users could share their tags on MusicMapper with others via Twitter and Facebook
- MusicMapper highlights concert venues via Foursquare and allows users to add photos of artists and local venues via Flickr
- A "Music is Life is Music" micro website where users can tag locations
- Several well-known artists have had their musical journeys mapped on MusicMapper, including Eminem
- An app that has QR code reader in which users can unlock exclusive Grammy content via codes on outdoor advertisements and print material. Within the app, 8 previous Grammy performances will be released
- An app that features an augmented reality view that allows users to see all of the tags associated with a location
- A 3-day Virtual Pre-Show called GRAMMY Live on Twitter, YouTube and Grammy.com
- Twitter tracker with hashtags where users could follow updates on everything related to the Grammys
ANALYSIS
The Grammys in 2010 took a major look at the power of social media and did an excellent job in incorporating a social media campaign into its operations. But last year, the campaign, which was titled "We're All Fans," was built around user-generated content. TV spots were user-generated and a website was made that integrated real-time content from Facebook, Twitter, YouTube and Flickr.
But this year, the Grammys wanted to make its social media campaign more interactive among users so as not to make it passive, like last year's appeared to be. This year, users have been able to contribute to the data themselves. This represents the shift in communication that social media is helping to create. No longer are people (users) just waiting for updates and contents from operations (such as the Grammys). Now, they are starting and contributing to the conversations that are being had around the event.
Overall, I feel that the Grammys utilized social media very effectively. When it comes to music, music is a facet and a part of everybody's lives, whether they realize it or not. Music is a way for people to express themselves, and now, they get to share those expressions and feelings with others around the world. The social media campaign used for the 2011 Grammys took a major step forward from the campaign used for the 2010 Grammys. People don't just want to give their take on music and express their ideas; they want to be able to share their take on music and express their ideas WITH other avid music fans. This year, the Grammys allowed for this through their revamped social media campaign.
I don't really have any suggestions for the Grammys on how to improve its social media strategy because its such a young venture for the major event. This was only the 2nd year that the Grammys have utilized a social media campaign, and thus, the Grammys are still in the early stages of settling on a social media campaign. But with the many advancements in social media that will continue to come about as time goes on, I would recommend that the Grammys continue to test out new platforms and cater to the trends that take place (as it did this year with making the social media campaign more interactive). I would recommend that Grammys continue to utilize the ever-growing geolocation platform, as more and more people are beginning to utilize this aspect of social media. Also, I would recommend that the Grammys build a Facebook page and YouTube channel (with songs from the nominated Grammy artists for users to listen to). These are 2 channels that are highly used by the public and avid music fans, so having a presence on these social media platforms would be an essential key to success in the future for the Grammys.
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