Luthier Society CEO John Royal notes, “Luthier Society is conversant to issues surrounding our country’s national security as it pertains to the internet and the ever expanding realm of user-generated content.” Over the past several years, Luthier Society has been developing a software prototype for a global digital marketplace and online media ad buying platform called Archimedes (ARC), which has defense sector applications and is hailed as a truly “disruptive technology” that will be a congruent building block in Social Media 3.0.

The ARC works by combining internet traffic data with a weighted-value algorithm, yielding real-time monetary web values. The end result is a user interface that is displayed in the form of a stock ticker and trading style platform for licensed users running digital campaigns on the World Wide Web. The evolution of online metric platforms is a closely watched topic in social media and is dissected in Luthier Society’s white paper on “Social Media 3.0 and the Future of Viral Marketing.”

“Social Media 3.0” is a 4 part video series; Introduction to Social Media, Social Media 3.0, Emerging Technologies and the Future of Online Metrics. The new viral video series is based off of the Luthier Society’s white paper titled “Social Media 3.0 and the Future of Viral Marketing,” and will be available across various social platforms keeping true to its aesthetic. The need for an improved understanding on Social Media 3.0 arose when Luthier Society CEO John Royal was asked to lead the Emerging Social Media Technologies and Platforms discussion at the PRSA’s 2nd Annual Social Media conference in Los Angeles, CA.

Executive produced by John Royal of Luthier Society and directed by Jake Akuna of Akuna Entertainment, “Social Media 3.0” is the first viral video series to take an in-depth look into the exploding developments of user-generated content on the World Wide Web.

Social Media 3.0

http://www.luthiersociety.com/socialmedia3.0

According to the PRSA, the social media revolution has created a highly-competitive environment in which the PR, interactive marketing, and advertising communities must constantly vie for consumers’ attention through these rapidly-changing platforms. As a result, social media must now be a component of any strategic communications effort, which is why it’s essential that PR professionals remain at the forefront of this evolving discipline. It’s about putting the “public” back into public relations, and keeping social media where it belongs — in the hands of knowledgeable, professional communicators.

Luthier Society, Inc. is a boutique social media and viral branding agency based in Los Angeles that provides all aspects of online communications and public relations to the music, film, fashion, lifestyle and technology industries. They employ a boutique specialized staff and have worked with clients ranging from Universal Records to Sony. Luthier Society, Inc. was founded by Johnny Royal in 2007.

A great deal of Royal’s Social Media 3.0 White Paper is based on his research of successful viral branding and social media campaigns that have deployed technologies that are both emerging as well as many that have yet to advance beyond BETA. Some of the aspects of the white paper cover viral strategies that Royal and Luthier Society have found to contain high-level organic conversion rates, such as the pairing of Michael Welch with iNDELIBLE’s creative branding campaign for AcZone, the eTeam aggregation for rock band Pop Evil (who were up-streamed to Universal Republic from Pazzo Records just short of 10 months into the campaign) and the recent momentum being built around the feature film release of feature film “FIX,” starring Olivia Wilde.

Royal’s research also discusses solutions for inoperability between multi-media platforms, the evolution of the micro-blogosphere and advances in mobile applications for marketing platforms. Some of the more advanced aspects of the research consider various metrics platforms and their specific areas of expertise for various types of social media campaigns.

Inspired by the theories of Charles Henry Dow, Archimedes uses a proprietary Tracking Technology Metric (TTM) that has effectively created the world’s first online market index for websites. Archimedes users will be able to determine the depth of their outreach efforts, saturation rate, geo-spatial location of their audience and value of online positioning, giving the first true, monetized value for Return on Investment in social media marketing.

Royal recently published the world’s first white paper on Social Media 3.0 which discusses solutions for inoperability between multi-media platforms, the evolution of the micro-blogosphere and advances in mobile applications for marketing platforms. Some of the more advanced aspects of the research consider various metrics platforms and their specific areas of expertise for various types of social media campaigns.

Johnny Royal will address the audience on the incessant developments behind social media and where the future of viral marketing is heading. After publishing the world’s first white paper on social media 3.0, Royal was asked to expand his research into a book on the future of viral marketing and the emerging technologies that are helping to shape the means of delivering media to the masses in the digital age.

Luthier Society made the preemptive strike on the inability to quantify social media marketing by spending the past three years building Archimedes; the world’s first online weighted value system of analysis for marketing campaigns that are deployed online. Recently, Luthier Society released the first viral video for the company’s proprietary ROI weighted-value software platform, Archimedes that is set for release in 2010.

A great deal of Royal’s Social Media 3.0 White Paper is based on his research of successful viral branding and social media campaigns that have deployed technologies that are both emerging as well as many that have yet to advance beyond BETA.  Some of the aspects of the white paper cover viral strategies that Royal and Luthier Society have found to contain high-level organic conversion rates, such as the pairing of Michael Welch with iNDELIBLE’s creative branding campaign for AcZone, the eTeam aggregation for rock band Pop Evil (who were up-streamed to Universal Republic from Pazzo Records just short of 10 months into the campaign) and the recent momentum being built around the feature film release of FIX, starring Olivia Wilde.

Johnny Royal’s White Paper on Social Media 3.0 also discusses solutions for inoperability between multi-media platforms, the evolution of the micro-blogosphere and advances in mobile applications for marketing platforms.  Some of the more advanced aspects of the research consider various metrics platforms and their specific areas of expertise for various types of social media campaigns. The paper also includes further detail on Luthier Society’s proprietary ROI weighted value metric analysis software, Archimedes 1.0, which is set to launch in 2010.

Luthier Society, Inc. is a boutique social media and viral branding agency based in Los Angeles, CA that provides all aspects of online communications for the entertainment and technology industries. Clients range from Universal Records to Sony. Luthier Society, Inc. was founded by Johnny Royal in 2007.

Johnny Royal’s Social Media 3.0 White Paper
http://www.luthiersociety.com/whitepaper/White-Paper-3.0.pdf

Johnny brings a unique experience to the Luthier Society as CEO & Chairman of the Board.  With over 10 years experience in the entertainment industry as a social media (micro-site) expert and touring musician, Johnny offers not only practical knowledge but also passion for the industry.  Johnny has run viral marketing (micro-site), social media (micro-site) and public relations (micro-site) campaigns for President Obama/Shepherd Fairey’s Vote For Change campaign, Universal Records, Capitol/EMI and Al Gore’s The Climate Project.  Recently Johnny was nominated for the 2009 PRSA Silver Anvil Award and also for the PRSA PR Professional of the Year Award; two of the highest nominations an individual in the industry can receive.

Johnny also spent time working on Wall Street.  During his tenure in finance, Johnny worked for Morgan Stanley’s investment brokerage division and throughout his career managed over $72 million in assets.  Johnny held the Series 7, 63, 65 and 31 licenses and holds a Bachelor of Science degree from Saint Vincent College and a Bachelor of Arts degree from Westminster University in London, England.