marketing in the social age

SoCon2011, London. 20th October 2011

marketing in the social age

Introduction…

Introduction: thanks to SoCon2011 for the invitation!

So what do all of us here today have in common?1. Social channels have evolved beyond initial test-and-learn phase; though new priorities arising across mobile & gaming

2. The digital marketing sector is fragmented across diverse specialisms resulting in a crowded agency market

3. The traditional in-house/agency model of execution is in healthy disruption

4. Digital Marketing/Marketing roles are converging & resources re-engineered

5. Everything we do as marketers is – increasingly – mobile

marketing in the social age

Five Digital Myths from 2011…

1. Traditional media channels are dying.

2. Social media is about building the biggest community.

3. Everyone needs a mobile app.

4. Gaming only touches the youth demographic.

5. Digital channels always deliver greater ROI than traditional.

marketing in the social age

Five Facts from 2011…

1. Social media overtook porn as the webs No.1 destination.

2. 1 in 5 people met their partner online.

3. 2 in 5 people blamed their divorce on social media.

4. 200M Tweets were sent every day.5. UCL identified +ive correlation between total FB friends an

individual holds & quantity of grey matter in their brain…

marketing in the social age

Our marketing priorities: to drive artist development & commercial impact

Digital Convergence:• Our priority transactional, distribution and marketing channels have converged providing entirely news ways to engage music fans and develop our artists’ careers, servicing a broad range of recorded music, live promotion, merchandise and sponsorship opportunities

Social Media:• A facebook like or listen is akin to the bedroom band poster of old• Our artists’ facebook communities vary in size from 35 to 35M fans• The challenge is maintaining meaningful long-term engagement with fan communities • Twitter brings fans closer to artists than ever before, provides access to a shared moment between artist and fan

Mobile:• Social media is mobile: Approximately 85% of mobile web traffic is driven by FB & TW • A powerful retail impulse channel – with proven results across evolving advertising channels• Choosing the right time and place for both native apps and/or a mobile web presence is key

Video:• Remains a potent interactive marketing tool & commercial product• Drives fan-to-fan and fan-to-artist dialogue• TV & online video advertising is converging• Third place Facebook engagement driver, behind ticket access & new artist photography

marketing in the social age

The challenge

SocialMedia

Analytics & Insights

Analytics & Insights

CRMCRM

Content Management

Content Management

Experiential Marketing

Experiential Marketing

Advertising & PR

Advertising & PR

Fan AcquisitionFan Acquisition

Design/DevDesign/DevCommerceCreativeCreative

Sponsorship Sponsorship

marketing in the social age

Our approach

How can we most effectively manage connected fan communities for our artists?

• Provide Exclusivity• No spam• Integrated email, social & mobile CRM channels• Vibrant, evolving creative: always on• Great content, planned three months ahead• Meaningful dialogue• Relevant opportunities to transact• Data analysis• Global communities/Local languages

marketing in the social age

1. Content management is king; and a full time job…

2. Data is plentiful; but analysis takes time…

3. TV remains powerful – both on and offline…

4. Mobile is the most social channel in history: Tweet/Like/Listen/Watch/Map/Talk/Text/Email/Meet…

5. Maximising the social media opportunity requires a long term commitment. All media is social.

Five key conclusions from 2011…

marketing in the social age

Thanks for your time

Questions