Social Voice Toolkit

Social storytelling at Spotify#SocialFresh

June 6, 2014

Hey everyone, thank you so much for having me. Ive known Jason for a long time and this is my first Social Fresh. But glad to to be here with you and talk about our industry; and all the interesting things happening.

So hopefully we have a few Spotify users. Maybe your Premium and your paying or maybe you are on our free tier. Honestly, it doesnt matter to me; as long as youre listening.

But we are in a really interesting business because the social web has transformed everything we do; how we communicate, how we engage. And as brands, its harder to engage because of the competition for attention - and ultimately we need to think beyond the large channels and really go where our target is.

Music is inherently social\

June 6, 2014

We have really fun jobs. We get to talk to people about music. People were sharing long before sharing was cool. You have all made mixtapes for a girl or guy that you liked. Weve all felt that a song can sometimes communicate how we feel better then we do. My massive collection of Phish bootlegs, which I traded on forums, still sits in my parents garage and I refused to let them through it out. In fact I just moved and refused to through out my CDs why, because they evoke a memory? Thats what music does

MEANING noun [U] /min/=choicecurationmindfulnessimpact#nofilterprivacysmallnessMacro InsightOur audience craves more meaning in life.

So thats great . But what really goes on. Its not about consumption but about creation. I love this chart because it shows what were competing against.

So whats changed well. Millenials are able to create and receive so much content so quickly that its created this massive overload; and we have data that shows it its becoming a bit much

Our role therefore is to make the world (especially the social world in which they now live) feel more personal to them.

We would argue that there is a tension felt by our audience. That perhaps a lot of that sharing is not the most authentic; and that perhaps we are living in an age where maybe all of that sharing is making us feel a bit inauthentic; and as such, millenials are craving some authenticity in their communications.

For us, what does that mean? It means, that as a brand we focus on creating authentic connections through music with our users. As I said at the start, music really is the original social network. So we think about all of the content that we create through that lens.

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Speaking to people about music

Further validating our point, GenUs trusts their friends. And trusts folks in their network.

Social strategy

Spotify makes our collective musicpersonal.

We believe that connections should feel more meaningful and that community should feel more personal. We believe that music can do that, because music is both personal and collective, just like Spotify.

Through music, we make the world more personal for generation us

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Our missionShow we know and care about musicWeave our love for music as a common passionMake music feel meaningful to our fans, their connections, and everyone we touch

Weave our love for music as our common passion - when presented like this, music isnt as polarizing - its a golden thread, - a common language - a talking point. Lets inspire these conversations.

Show we know and care about music - Music is the original social network and users use it to connect with each other. We want to spark conversations and connections, encourage engagement, drive music consumption and sharing

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Our voiceAuthenticPlayful and funApproachable and friendlyWarm and openWitty and smartCreative and expressiveInvitational and participatory

We dont want to be mistaken ever for a cold, distant tech brand or even for a shiny, sleek celeb music brand. Our tonality should be born of the reality of where tech and music meet, where people come together to listen to and share what they love and find cool. So we, and our brand, should sound like were all about the people, the us in the music experience.

- Above all, we should sound authentic never fake, never forced. - Were playful, light and open, not worthy, serious or dark. - Our humor is the warm, real humor of daily life as it is, those moments that we all recognize and connect over. - We strike a balance between intelligent and approachable: being witty and smart to stay true to our tech roots but always wrapped in the warmth and approachability of a music-lovers brand. - We should sound like a community, always invitational and participatory. Never the disengaged voice of a loner. We dont judge. Ever. At Spotify, everyone and their music taste is welcome.

Especially within the context of Gen Us if we want to be relevant, trusted and m emorable we need to be engaging, participatory and authentic.We want our fans to not only be spectators of our story but also the creators of it.

We think about music as a context through which we can present culture and the world to our audience. We know that every brand is trying to culture jack and go after big moments in culture through content; but we know that millennial will see through that. We saw a lot of it during the #World cup, brands attempting to own it but we think we have an authentic role to play with users.

Why? Because ultimately impacts so much of our day to day life; on social; and in media.

A few examples of micro content that performed really well we developed a pov around STARWARS day lefties day the finale of BREAKING BAD

Each of these pieces is designed to drive users to a music experience on Spotify

A few minutes on Community management

How we think about community management; every 5 seconds there is a user who asks his or her social graph; what should I listen to give me a recommendation whats a hot new band.. Thats an engagmeent opportunity for us; and a lense through which we can start a conversation

The business objective is really around how we drive to music experiences from the social web.

Broadening our reach through video

#But the world is changing..and so we need to move with it. While we continue to operate in channels, we are working to understand new channels which are endemic to millenials. So we have been dabbling in platforms like Vine and Instagram. 11

Vine DJ Cody Johns Drives 900% Growth On Channel

Dates of Vines Published ft. Cody JohnsSource: VaynerMedia Vine Reporting for Spotify 10/2013Volume of Spotify Followers on VineBenchmark: 1,663 Followers

So last year, we wanted to accelerate our efforts in this network and brought on a Vine DJ; he took over our channel for a month

163,825 total engagements*:120,157 total Likes1,544 total Comments42,124 total Revines (aka shares)

15,393 new Spotify Followers on Vine

Spotifys Vine featuring Cody serenading made it to #1 on Vines Music channel two hours after posting on October 15, 2013

These are awareness channels for us and they are extremely millenial centric; and they are extremely authetentic to our users

I want to spend the last few minutes talking about a recent, integrated campaign that we ran which focused on driving our brand; focusing on the collective connection we all have through music and how sometimes a song can say something better then we can. Then Ill talk about the specific social examples of that.

Slide notes At this point I will intro the Product Storytelling campaign and run the video below

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#NOWPLAYING > #NOWFEELING

Rock on! \

June 6, 2014

We have really fun jobs. We get to talk to people about music. People were sharing long before sharing was cool. You have all made mixtapes for a girl or guy that you liked. Weve all felt that a song can sometimes communicate how we feel better then we do. My massive collection of Phish bootlegs, which I traded on forums, still sits in my parents garage and I refused to let them through it out. In fact I just moved and refused to through out my CDs why, because they evoke a memory? Thats what music does