how sony music hardwired fans and followers into its business?
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ad:tech London 2012 How Sony Music Hardwired Fans And Followers Into Its Business? Martin Vovk, Insight Manager, Sony Music Tom Hoy, Senior Consultant, PromiseTRANSCRIPT
How Sony Music Hardwired Fans & Followers Into Its Businessad:tech / September 2012
Mill
ion
““We only We only realised we realised we had an had an audience audience when they when they started started stealing stealing from us”from us”
““First we First we open a open a
bottle of bottle of tequila tequila
then we then we light a light a
doobie”doobie”
The digital revolution has turned our business
model upside-down…
…and forced us to think about our audience
Hardwiring Fans & Followers | slide 6
The first step was creating a segmentation
Hardwiring Fans & Followers | slide 7
The Sony Music Segmentation
But the audience still didn’t feel alive in the organisation
……so we created so we created Sony Music Sony Music BackstageBackstage
Hardwiring Fans & Followers | slide 10
Sony Music Backstage supports 3 business objectives
Better products & services
More effective marketing
More audience focussed culture
Hardwiring Fans & Followers | slide 11
How we have created better products and services
Project Phoenix: how do we sell more back catalogue digitally?
Hardwiring Fans & Followers | slide 12
How we have created better products and services
Project Phoenix: Music that takes you to a better place
Catalogue purchases are triggered by fond memories
There are no online discounts to speak
of
Once you buy one track, you’re very
likely to buy a second
INSIGHT 1 INSIGHT 2 INSIGHT 3
Hardwiring Fans & Followers | slide 13
How we have created better products and services
Project Phoenix: Music that takes you to a better place
Hardwiring Fans & Followers | slide 14
How we have created better products and services
Project Phoenix: Music that takes you to a better place
Hardwiring Fans & Followers | slide 15
How we have created better products and services
Other evidence of strategic impact…
Established new creative
guidelines for music
videos
Developed a new D2C strategy (selling directly through
artist websites)
Created a new 3 tier
pre-ordering strategy
Hardwiring Fans & Followers | slide 16
How we have created more effective marketingHow we have created more effective marketing
Hardwiring Fans & Followers | slide 17
How we have created more effective marketingHow we have created more effective marketingHow we have created more effective marketing
Hardwiring Fans & Followers | slide 18
How we have created more effective marketingHow we have created more effective marketingHow we have created more effective marketingHow we have created more effective marketing
Hardwiring Fans & Followers | slide 19
Sony Music Backstage has
inputted on more than 100 releases since its launch
How we have created more effective marketing
Hardwiring Fans & Followers | slide 20
How we have created a more audience focused cultureHow we have created more audience focused culture
Hardwiring Fans & Followers | slide 21
How we have created a more audience focused cultureHow we have created more audience focused culture
The digital revolution has been a blessing in disguise!
Hardwiring Fans & Followers | slide 23
Hardwiring Fans & Followers | slide 24
Benefit 2: Develop ideas iteratively
Hardwiring Fans & Followers | slide 25
Hardwiring Fans & Followers | slide 26