la marketing analytics meetup - doug barasch - umg - storytelling
DESCRIPTION
Doug Barasch's slide deck from the January 7, 2013 LA Marketing Analytics MeetUp.TRANSCRIPT
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#5 ON THE ITUNES ALBUM CHART BUT WE WANT #1
THE CHALLENGE:
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CREATE CONTENT FANS ARE EXCITED TO SHARE
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CHANNELING FAN PASSION
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SOCIAL MEDIA = STORYTELLING
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THE ROB ZOMBIE EXAMPLE
• We offered a fan the chance to premiere a brand new song on their personal Twitter feed.
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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.
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CASE STUDY 2: MAKE KISSTORY
• Here we asked fans to submit stories about their connection to the band KISS
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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.
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WE’VE GOT THAT…BUT WHAT TO DO WITH IT?
BIG DATA?
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BIG DATA TOLD US TO GO
BIG WITH GAMIFICATION
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BREAKING OUT OF THE BUBBLE
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WHEN IN DOUBT…TAKE OVER THE NYC SUBWAY SYSTEM
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Doug BaraschUniversal Music Group
@dougworld
http://www.linkedin.com/in/dougbarasch