@bryan_m_cox x @9thwondermusic at #A3C

At #A3C with the homie 9th Wonder.

Global 14 is a global site created by Jermaine Dupri to help build more meaningful connections with people around the world.

The Future Of Social Networks [Video]

Speaking at PSFK CONFERENCE SAN FRANCISCO, Jermaine Dupri and David Deal spoke about the development of Global 14, a platform created by Dupri to generate a new kind of digital social connection with his fan base. Its creation stemmed from what he perceived as the problems with social media giants such as Facebook and Twitter. On these networks users are always on just to gain followers and friends to large degree, however these large numbers are in no way contributing to a greater level of interaction or engagement. Rather, the overall level of interaction becomes quite superficial. Global 14 was created on a smaller scale to bring together specific users with shared interests, in order to drive meaningful engagement on a personal level.

Jermaine Dupri, David Deal: Injecting Community Back Into Social Media from Piers Fawkes on Vimeo.
The network has grown to a group of around 40,000 dedicated users. Crucially, those users are dedicated to the platform, and willing to share and exchange on a personal level. For example, Dupri has sparked wide debates on the platform by posing questions about the presidential election, or the Trayvon Martin case. As Deal puts it, this model signals a potential future for marketing, where brands are exchanging values with their consumers. Dedicated social platforms such as Global 14 help build the value of brands, as well as allowing them to bypass traditional platforms such as Facebook or Twitter and set their own rules.

JERMAINE DUPRI: GLOBAL14 IS

GLOBAL14 IS

How Jermaine Dupri Connects the Community

Mr_Dupri
It’s not every day that you get first row seats at a conversation with a known American record producer, songwriter, and rapper. This is a shot I took with my phone at Digital Age 2.0 Wednesday morning. With Jermaine Dupri, orMr_Dupri on Twitter, is David Deal of iCrossing.
As I tweeted, I was watching @Mr_Dupri #dage20 with an iPad and iPhone in front of him.
When Twitter first came out, many of us used it to touch base with friends and communities because it wasn’t used by so many. The stream was less overwhelming, content was actually the 135 characters or so you can type in the box, the links thrown around were fewer.
It was a similar impression for Mr. Dupri who thought one could have actual threads using the social network. Instead, he soon discovered, that wasn’t the case. Twitter, as he put it, is a social notifying place and you pray to the social god that someone sees it and connects with it.
It’s hard indeed to express your feelings in 135 characters. So he took a practical approach to solve the problem and developed Global14, a place where people can express those feelings — it’s for those who connect with what’s going on there.
On the site, he interacts personally with a highly engaged community of people that is 38,000 strong. Trading promises in Global14 is easier for those who resonate w the many topics that go on with young people as they listen to music. They have a very different listening style or mode today, a multichannel and multisensory approach.
Today, the Youth of America, as he put it, wants to be the DJ of their own lifestyle experience with a soundtrack. Global14 the blog was born to build those connections about his work, and to allow fans to connect with each other based upon interests. It’s YouTube, Tumblr, Twitter all rolled into one.
It is also a forum for conversations that are going on, things that are on people’s mind. When you earn attention like that, there’s a lot more going on that affects people’s lives than fashion, music, and gossip. It’s your duty to talk about current news, for example.
Inside the community, people are signed up in different groups and can launch groups, too. Mr. Dupri blew up his record company site because it didn’t allow for this kind of interaction with multiple things.

Connection agent

The difference between Twitter and a community like Global14, said Mr. Dupri, one is an invitation tool, the other a place where you can actually have the conversation. And the artist plans to open up the site to see the art and work of fans.
And the community is now mature and large enough for the producer to do one of the things he enjoys most: making connections between people.
The web made the world flat (e.g., this live feed) the *global* in @global14 is real. Then someone jumpted in the Twitter stream to state he had written a post about it a few years ago.
Twitter_Mr_Dupri
Both Global14 and his own Twitter feeds were in front of the artist throughout the live video feed.
When we talk about celebrities using social networks to connect with fans, we often cite those who have large followings. Thus making the same mistake we caution our clients not to make: that of looking at quantity rather than kind of connection.
In a candid conversation, Mr. Dupri grounded us back to the purpose of community — and that is to encourage and exemplify how to create meaningful connections.

Governing Member Spotlight: iCrossing and Global 14

Jacob Hurwith 7:08 am on July 20, 2012 |  Permalink | Post Your Comment!

As part of a governing member benefit, I recently sat down with David Deal, VP of Marketing at iCrossing, to discuss music artist Jermaine Dupri and Global 14.
David Deal
Jacob Hurwith: What is Global 14?
David Deal: Global 14 is a leading social media community founded by Jermaine Dupri, the Grammy Award winning music mogul who has been producing, writing songs, recording, and running his own music label for more than 20 years. He is currently working with artists such as Mariah Carey and Leah LaBelle.
JH: Why did Dupri start Global 14?
DD: JD founded Global 14 in January 2011 because he wanted to have a more interactive relationship with his community of followers. JD has more than 500,000 Twitter followers, but he wanted deeper and more meaningful conversations than he was getting on Twitter.
JH: What out of the box tactics have Global 14 used for search/social media?
DD: In 2011, JD conducted the 1414 Tour. Strictly through word of mouth, JD built awareness for Global 14 by visiting 14 cities in 14 days on a tour bus. He hosted live events to celebrate Global 14 and take the online Global 14 community offline. He relied on Global 14 members to tell others about the tour. Each venue was packed and ultimately, the tour drove membership.
JH: What are some of the results since Jermaine partnered with iCrossing in Feb. 2012?
DD: iCrossing has been helping Jermaine Dupri build a more connected brand for Global 14 via a combination of earned media, social media, content marketing, and search. Global 14 membership has grown from 30,000 members to 37,000 since we began working together in February. JD’s Twitter followers have surpassed the 525,000 mark (up from 381,000 in January).
JH: Is there anything else you would like to share about Global 14 and its social media/word of mouth campaign?
DD: Global 14 is not a celebrity site; it is a strong community that happened to be founded by a celebrity. People may join because of JD, but they end up staying because of the relationships they build. There is a true community that exists on Global 14 beyond JD.
JD will often spark conversations by asking questions. For example, earlier this year, he started a conversation about the Trayvon Martin incident in Orlando and then let the Global 14 community run it. JD is the spark that lights the flame.
Jermaine Dupri and Global 14 have put community back into social media.

Jermaine Dupri Introduces “Personalized Monetization” for Global 14

These are exciting days for iCrossing’s relationship with Music Mogul Jermaine Dupri and his social media community Global 14. Since we  announced our relationship in February, Dupri and iCrossing have pursued a strategy of building a connected brand for Global 14 through a combination of earned media, social media, content marketing, and search, resulting in a measurable increase in Global 14 followers and visibility for Dupri and iCrossing. Now we’re turning our sites to supporting Dupri’s vision for “personalized monetization,” for Global 14, which Dupri introduced recently at the Portada Latin American Advertising and Media Summit and will discuss July 11 at the Hollywood Meets Silicon Valley event in San Francisco. Here’s more detail:

“Personalized Monetization”

Through a keynote appearance at the Portada Latin American Advertising and Media Summit in Miami Beach, Dupri introduced Global 14 to Latin America. He also unveiled his approach for monetizing Global 14: personalized monetization, which consists of a brand sponsoring the specialized content that Global 14 members share with each other throughout the hundreds of communities that thrive inside Global 14.

Here’s how personalized monetization works: let’s say you’re a sports brand interested in raising your profile among affluent young men and women. On Global 14, you could sponsor the Global 14 Sports page, which is a recently launched 24/7 source of sports news and scores as well as a discussion community about sports.  By sponsoring Global 14 Sports content, an advertiser can focus exclusively on the eyeballs inside that room. Moreover, a fashion brand might want to advertise alongside the posts appearing in the Global 14 Fashion category, or a music brand could sponsor the popular Pump It!! Or Dump It!! group, where Global 14 community members rate music submitted by aspiring artists.

On Global 14, you can sponsor updates from popular members as well (for instance, Dupri’s own posts).

This reaction from Portada says it all: “Jermaine Dupri steals the show!”

On July 11, Dupri will discuss personalized monetization with Shira Lazar and Hermione Wayat Hollywood Meets Silicon Valley, an exclusive, invitation-only event in San Francisco focusing on the convergence of entertainment, celebrities, and technology.

Gaining Momentum with Earned Media

The Portada event appearance is but one example of how we’ve been collaborating on earned media to build brand awareness for Global 14. For instance, in May Dupri introduced Global 14 to European marketers at the Forrester Interactive Marketing Forum. In September, Dupri and I will continue building the Global 14 and iCrossing brands in Latin America when we share the stage to discuss Global 14 at the DigitalAge 2.0 event in Sao Paulo.

Earned media efforts have also resulted in profiles among several publications such as Advertising AgeForresterThe Huffington PostThe IndependentMashablePortadaPSFK, andWhat’s Trending with Shira Lazar, among other publishing outlets.

Co-created Content Marketing

On June 6, Dupri and I published a point of view about the secrets of creating engagement on your own social community. We observed that increasingly, marketers are taking a close look at forming their own communities, especially at a time when Facebook has become a sprawling, impersonal place for a brand to live. We shared five lessons marketers can learn from Dupri in order to operate a community. Our point of view, shared with C-level executives, is the latest in a series of thought leadership papers and videos we’ve created on topics ranging from creativity to building a relationship with your audience.

Search/Social Media

In addition to helping Dupri optimize Global 14 for search, iCrossing has helped make Global 14 and Dupri’s own brand more visible via social media. We’ve set up and help manage presences for Dupri and Global 14 on sites such as Google Plus and Pinterest, which is helping him become build Global 14 followers.

We’ve also relied on iCrossing’s own blogger network. For instance, in June, Dupri collaborated with iCrossing Social Media Strategist Gabriela Guzman on a Content Lab post about how Dupri relies on his instinct for style to create engaging content.

As Dupri said in a Portada interview recently, “I believe that iCrossing and I are creating a model for co-branding because of our focus on creating content together, like our video series on creativity and social media.” Global 14 membership has risen from 30,000 to nearly 37,000 since we formed our relationship in February. Dupri’s Twitter following has risen from 381,000 to more than 500,000, and iCrossing has seen a strong boost in our visibility across social and earned media.

Stay tuned. We’re just getting warmed up.

David Deal is iCrossing’s vice president of marketingTu

HOW TO CONNECT GLOBAL14 AND TWITTER

GLOBAL 14 IS HERE!

SHOUT OUT TO @STOMPLTL FOR THIS VIDEO AND G14 SHOUT

LIVING THE LIFE:GLOBAL14.COM!!!!!

IM SEEIN TALK ON TWITTER FROM PEOPLE SAYING THEY’RE THINKING OF LEAVIN THERE SINCE THEY GOT ON G14,IM ALSO GETTING PEOPLE ASKING ME WHATS THE DIFFERENCE.THE DIFFERENCE IS THIS TWITTER IS JUST FOR UPDATING, NOT ACTUALLY HOLDING A CONVERSATION.ON G14 WHEN YOU SAY SOMETHING EVERYONE THATS FOLLOWING YOU CAN TALK TO YOU AS IF THERE RIGHT THERE.YOU CAN ALSO CREATE YOUR ON GROUPS BASE ON THINGS YOU WANNA TALK ABOUT AND INVITE PEOPLE TO YOUR GROUP.SO MUCH!!!! TELL A FRIEND TO TELL ANOTHER ONE GLOBAL14.COM IS WHERE THEY NEED TO BE

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