acquiring customers and increasing engagement through social media - womma '10 presentation...
TRANSCRIPT
Acquiring Customers and Increasing Engagement Through Social Media
Lee Hammond, Director, New Media Interscope Records
Tore Steen, VP of Marketing and Business Development, Janrain
Key Takeaways
1. Incenting consumers to share your content on their social networks
2. Best practices in bridging online properties and social networking sites
3. Creating mini-marketing events that are a win for the business and the consumers
Janrain Overview
Social login for 17 providers
Social sharing to multiple networks simultaneously
Social user profile storage
Single sign-on across multiple properties
3
Online User Management Solutions
Leading Technology Partners
Track Record
Deployed on over 300,000 websites
Integrated into leading social community, feedback and commenting platforms
Chosen by Top Brands
Interscope Records Overview
• Division of Universal Music Group (UMG)
• Home to leading artists including:– Lady Gaga, Eminem, 50cent, Mary J. Blige, U2, Sheryl Crow
• Common artist website objectives– Get fans logged in and engaged – Establish email contact– Create an ongoing communications channel
IGA & Social Login
• Social login in 2007 as an experiment– AOL, Yahoo!, OpenID
• More people logged in and were “social”– Commenting– Message boards– Sharing links
Market Evolution• Login for Facebook, Google, Twitter and more
• New social networks and providers each year (PayPal)
Social Login Today• Access to extensive data & user permissions
Do something on my user’s behalfLearn more about my users and their friendsCreate more engaging opportunities
• Impossible to collect with a form
• Consumers who register with a social identity are more valuable than those who use email
Extensive Facebook Permissions =Information I can access on my users
Our Consumers Like It
• 55% chose social logins
• Up to 80-90% on some sites
• Choice is important• User experience and
UI make a difference
Value of Social Login
• Goes beyond just identifying someone
• Engagement with minimal consumer effort
• Enables different types of promotions
IGA Social Media Promotions
1. Reveal Campaigns– Window of exclusive content: music video,
album cover, streaming track
2. Sharing– Countdown to a music video release
3. Sweepstakes– Login with Twitter, and we send out a message
on your behalf
Reveal Campaigns
Reveal Campaigns
User Grants Permission
IGA Social Media Promotions
1. Reveal Campaigns– Window of exclusive content: music video,
album cover, streaming track
2. Sharing– Countdown to a music video release
3. Sweepstakes– Login with Twitter, and we send out a message
on your behalf
Share This Promotion
IGA Social Media Promotions
1. Reveal Campaigns– Window of exclusive content: music video,
album cover, streaming track
2. Sharing– Countdown to a music video release
3. Sweepstakes– Login with Twitter, and we send out a message
on your behalf
Sweepstakes Promotion
Sweepstakes Promotion
Multi-channel Approach
• Different channels for different messages
• Multiple channels within Twitter– @artist for conversation, relationship– @label for promotions and commerce
•Holistic ability to do a lot across multiple brands
@artist for conversation, relationship
@label for promotions & commerce
Internal Tension
• Exclusivity versus Syndication
• Success in showing the value of exclusivity– Segment and better understand the fans– Better CRM tools on our site than on Facebook
Syndicating Content
Syndicating Content
Exclusivity - Artist Website
Impact of Social Media Tools on IGA
• Began using social logins to reduce friction and engage consumers with our content
• As tools evolved, learned that consumers would give up more – Information to customize/personalize– Access to do something on their behalf
Impact of Social Media Tools on IGA
• Led us to think about content differently– Re-examine our assets with fresh eyes– Create ‘mini-marketing’ events that lead up to
a release• Not asking much of our users and we give
them value in return
• Win-win for the consumer and the artist
