live nation
DESCRIPTION
How Live Nation can create a sense of community around the concert experience and loyalty to the websites through social networks, recommender system.TRANSCRIPT
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LIVE NATION
Mireille BoutinTamar FriezeRoss Hanson
Joseph PlummerAmir Samakar
Sept. 2012Babson College
Live Nation leverages social media to connect with its customers
Content
CommunityCollaborative Platforms
• Listen– Social metrics
• Learn– Crowdsourcing
• Reviews from users
• Voting for ….• Giveaways
• User-generated• Videos• Giveaways
• Mass collaboration
• Word-of-mouth• Followers/fans
LiveNation Last.Fm Songkick BandsintownScanning personal music library for customized information & results
Manual input of favorite artists and venue.
Scrobbler - automatically scans personal music library to create personalized recommendations: custom radio stations, track favorite artists, recommend artists, purchase music, know who is in concert.
Automatically scans library to track favorite artists to know when they are on tour.
Automatically imports libraries via Pandora or Last.fm to customize. Or manually input from list of artists.
Radio stream & music purchase
No radio streams, no live concert streams, no ability to purchase music.
Radio stream of favorite and suggested artists based on your existing library. Can purchase music through a number of legal download formats (i.e. itunes, amazonMP3, 7digital, etc.)
N/A N/A
Live concert feeds / content & community building
Only through Facebook. No feeds to website.
Can share music with friends, can comment and interact with online community of other fans, see who is on tour easily.
Can either purchase concert tickets, and if not on tour, can see live video, photos and commentary from the concert. Shared experiences through online communities.
People can post real time photos and commentary via twitter from live concerts.
What Competitors Do Better
Facebook Log-in
Facebook “likes”, not login.
Can log in via Facebook and can capture profile information automatically.
Can log in via Facebook and can capture profile information automatically.
Facebook app; heavily focused on social media for information.
Focus on mobile apps
Little to no focus on mobile apps.
Mobile apps available.
Mobile apps available. Can download concerts automatically into Outlook, Google Calendar, etc.
Mobile apps available.
Focused emails
History/impression of non-targeted “spam” feeling email.
Emails only about tracked artists in concert.
Concert Ticket – Best Prices
No sense of price comparison.
Cannot buy concert tickets through site.
Can buy tickets through site via Ticketmaster.
Can compare ticket prices.
LiveNation Last.Fm Songkick Bandsintown
What Competitors Do Better
Using Social Media to Achieve ObjectivesFacebook
Use Facebook as a platform for User Generated Content and customer engagement
Regional LiveNation Groups to push information about local events Connect back to special opportunity to download/purchase
exclusive live concert performances Twitter
Use Twitter as a method of generating hype and conversation around events. Live Twitter conversations with artists promoting new tours Live Twitter feeds from artists before and after performances Live Twitter feeds from concerts with VIP Package incentives/prizes to
encourage community Connect with radio stations to promote events
Can tap into Twitter feeds from Live Nation Can promote conversations and contest opportunities
Using Social Media to Achieve ObjectivesFoursquare
Generate venue-based hype and loyalty YouTube
Capture the experience of events with embedded deals in the videos
Create a platform for user-generated content. Live Nation YouTube channel streaming video from live
concerts Blogs
Partner with well-established, well-respected bloggers Offer VIP deals to valued, thought-leading customers Stream music from live concerts as teasers to other
social media mediums
How to Utilize Ticket Transaction Data
Database Recommender System
Targeted Ads
Album & Event Ideas
Marketing Mix
User
Artist Manager
VenueOperator
Ticket & Merchandi
se Sale
Album Productio
n
Event Planning
Available Data Set
Ticket Transactio
nDatabase
User
Facebook Friends
Purchase Time &
date
Artist
Songs
Genre
Venue
Location
Time & Date
Seat
Sold Tickets %
Price
Recommender System
Hybrid System
Collaborative filtering
Content-based filtering