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Spotify Community
Spotify & LithiumSpotify Marketing
Global Customer Care
Global Online Social Marketing
CS Social Media & Content -
Lithium Response
Community Lithium
Lithium Reach
Community Team
Per MeredithRorey
Our History 2012● Feb - Launched with Lithium● May -Launched @SpotifyCares 2013● Rock Star Program2014● Move to LSW for @SpotifyCares● Rock Star Jam 2016● @AskRockStars launches
Main categories
Rock Star Program● Slowly started gaining Super Users● Free Premium, Private Boards● Decided to advertise these perks
● Launched in Nov 2013○ Recognized Top Stars each month○ Private Skype chat○ Calls with Spotify Staff○ Non-disclosure agreements○ Rock Star Jam ○ Teams: Idea Guardian, Blog Maverick
How do we work with Rock Stars ● Private areas to communicate with them● Allow them to escalate stuff they can’t solve directly to us● Talk to them in Slack ● Offer a knowledge base special for Stars● Give them advanced community edit privileges
Rock Star Jam ● First event in 2014● Invite top 10 Rock Stars to
Stockholm● Three days, all expenses paid● Meet CEO● Q&A with Staff● New Features● See fellow Stars● 17 attendees in 3 years.
Rock Star Jam
Rock Star Jam
Rock Star Program 2.0● Earn points to redeem for
prizes.● Points for posting and
tweeting.● Created Top Star rank.● Moved all communication
to #Slack. ● Updated our Rewards
offered.
How did we upgrade to RSP 2.0?Custom components:● Formula for earning points.● Custom pages. ● Added new rewards.
Help Boards
How do Stars help? ● Answer customers directly● Escalate to community team if they don’t know the answer● Collect ideas and feedback● Educate other Stars
Redesign
Redesign
Redesign
Why did we redesign?
● Make it easier for customers to find answers● Promote the Rock Star Program● Improve the music chat areas● Make it easier to find, discuss and vote on an idea● Be more on-brand
Key Success Metrics
1. Lower contact rates to the email and social channels2. Increased participation in community threads3. Faster super user response times (and escalation to email
teams where needed (e.g. account issues)4. Increased amount and better quality of music discussion topics 5. Increased community super user base
Music Boards● Music Chat● Content Questions● Playlist Exchange (over 1,350 playlists)● “Backstage Area”
Music Blogs
Playlist Tools
Why do we have a music community? ● Music chat participants are more likely to use community for support
and more likely to offer an answer● Offers an incentive for customers originally coming for help to stay● Increases traffic to the community in search engine results● It’s awesome
Music Chat● Looking at 100 users in Music Chat ● 55% have asked a CS question in the
Community (100 users sampled)● 38% of those 100 users have helped
someone answer a question.● 70% of those 100 came to the Music area
first.
Idea Exchange
How we work with ideas● Best way for customers to submit
feedback ● Each idea needs at least 100
votes to be considered ● Rock Stars organise these to
prevent duplicates● Community managers pass on
ideas to product teams● We then update with an official
status
Idea Exchange
Allow us to introduce Marco● Top Idea Guardian● Augsburg, Germany● Engineering Student● Posted over 21,000 times● Attended all Rock Star Jam
Events
Allow us to introduce Marco
Success Stories● Google Chromecast Support● Ability to Delete Radio Stations● Customizable Playlists Covers &
Descriptions● Spotify Profile Pictures
Questions?