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Doug Barasch's slide deck from the January 7, 2013 LA Marketing Analytics MeetUp.
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#5 ON THE ITUNES ALBUM CHART BUT WE WANT #1
THE CHALLENGE:
CREATE CONTENT FANS ARE EXCITED TO SHARE
CHANNELING FAN PASSION
SOCIAL MEDIA = STORYTELLING
THE ROB ZOMBIE EXAMPLE
• We offered a fan the chance to premiere a brand new song on their personal Twitter feed.
THE ROB ZOMBIE EXAMPLE
WINNING FAN GAINED 47,000 FOLLOWERS UPON BEING ANNOUNCED.
• Fan tweeted the song resulting in the following: 68,000 RE-TWEETS on DAY ONE
• Over 200,000 STREAMS of the track on DAY ONE
• MOST IMPORTANT OF ALL – 700% INCREASE IN ALBUM PRE-ORDERS.
CASE STUDY 2: MAKE KISSTORY
• Here we asked fans to submit stories about their connection to the band KISS
CASE STUDY 2: CROSS CHANNEL MARKETING KISS STYLE
• Fans embraced the app contributing thousands of stories about seeing the band in concert, buying the first KISS album or hearing their first KISS song.
• App created environment for the
sharing of stories to users personal Facebook pages, Twitter feeds and email accounts driving traffic back to the app.
• App lead to discovery of KISS catalog and across the board increase in sales.
WE’VE GOT THAT…BUT WHAT TO DO WITH IT?
BIG DATA?
BIG DATA TOLD US TO GO
BIG WITH GAMIFICATION
BREAKING OUT OF THE BUBBLE
WHEN IN DOUBT…TAKE OVER THE NYC SUBWAY SYSTEM
Doug BaraschUniversal Music Group
@dougworld
http://www.linkedin.com/in/dougbarasch