Ever wondered how music can impact on your social marketing strategy? Find out more in our “Social Networks Guideline Through The Power of Music” - Want to really understand how social networks and music accompany each other in marketing plans? - How it all fits in on a wider marketing strategy scope? - Proven success of a music accompanied strategy included within…
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1. Copyright 2013 Universal Music Ltd. 1
2. 2 Copyright 2013 Universal Music Ltd.
3. 1 1. Most Popular online activity worldwide 2. All Age
Groups use social networking today not only young people 3. For
digital natives, it is a normal mean of socialization 4. Mobile
Devices are fueling the social addiction 5. Micro-blogging* has
emerged as a disruptive new force in social networking 3 Copyright
2013 Universal Music Ltd. *Micro-blogging: Twitter like
services
4. 4 Create engagement between the brand and new audiences Meet
Acquisitions Objectives Enhance or change brand image Increase
website traffic Increase customer loyalty Increase brand awareness
Copyright 2013 Universal Music Ltd.
5. 5 Copyright 2013 Universal Music Ltd.
6. 6 Adding all of the companys pages to each Favourite Pages
section helps recirculate its fans and create an association
between one product or brand and the umbrella company. Promote the
fan pages on Universal Music local websites, local platforms &
associated brand websites. Pages that are updated multiple times a
day have more fans and likes than pages updated on a daily basis.
Text updates alone dont inspire fans long term and wont make a page
look compelling. The pages that do include rich content types have
an average of 19 times more fans than the pages that dont.
Copyright 2013 Universal Music Ltd.
7. 7 Dont post too many brand messages. Dont lock your Facebook
page! 97% of the pages allow fans to post text-based messages on
the wall, and 57% of them let fans post photos or videos too. The
ability to discuss content is at the heart of social applications.
It can be about the brand or broad questions that can easily be
answered by a majority of the fans. Ex: Chiclets sent a kit with
gifts to make influencers talk about the contest on the social
media This allows a sub community to establish itself among the
fans, fostering deep engagement that keeps the most loyal fans
returning to the page. Copyright 2013 Universal Music Ltd.
8. 8 Announce exclusivities in advance Follow an event minute
by minute The Hashtag #: is used to mark keywords or topics in a
Tweet. It relates your post to the topic mentioned The @: the "@"
sign followed by a username is used for mentioning or answering to
other users Retweet: you can share the post of another user by
using Retweet and other users can do the same Try to be retweeted
as much as possible Drive people toward your YouTube channel,
Facebook pages, contests, exclusive contents via your twitter
account It can be about the brand or broad questions that can
easily be answered by a majority of the fans. Copyright 2013
Universal Music Ltd.
9. Emmas exclusive message for Hyundai 9 Psys YouTube channel
design The viewer skips from a video to another very fast: you have
to retain their attention with original content. Have weekly
updates to make the viewer come back on your page You can add a
message at the end of the video like Come back next week to see the
new clip of Make a very differentiated YouTube channel Ex: Skype
session with David Bisbal posted on Facebook resulted in lots of
fans comment Copyright 2013 Universal Music Ltd.
10. Remain vigilant about everything that is written on your
brand or activity Subscribe to a Google Alert on specific key words
Use Radian6, a Marketing Cloud that monitors whatever mentions your
brand or activity React promptly A lot of people think they are not
heard and conversations can escalate quickly Show the customer that
their problem is taken into account. Dont cancel bad comments Put
yourself in the customers shoes The customers dont care about what
causes their problems Apologize when you are wrong Propose
solutions instead of finding excuses Dont fuel the troll*: some
people are just posting bad comments to harm a brands name and
every interaction fuel their behavior. Ignore them If their
comments are perfectly groundless, prove them wrong with actual
facts Be discreet A public forum is not the most appropriate place
to solve a complex issue Propose to the dissatisfied customer to
continue the discussion on a more appropriate support (phone,
email, online support forum) * Troll = person who participate in a
debate on a forum in order to fuel a controversy or more generally
to disturb the balance of a community 10 Copyright 2013 Universal
Music Ltd.
11. 11 Copyright 2013 Universal Music Ltd.
12. Copyright 2013 Universal Music Ltd. Source:
http://fanpagelist.com/category/celebrities/ and
http://twitaholic.com/ 12
13. Copyright 2013 Universal Music Ltd. Source:
http://www.metro.us/boston/entertainment/2013/05/10/psy-brings-gangnam-style-to-harvard/
13 The most-viewed video in the online services history, with a
global following and nearly 1.6 billion views (May 2013) Gentleman
received more than 20 million hits in the first 24 hours after its
release in April 2013, easily beating the previous record of 8
million views for Justin Biebers Boyfriend in the first 24
hours
14. Copyright 2013 Universal Music Ltd. Source:
http://www.ounewsbureau.com/?p=4620. *13/05/13 14 In 2012 alone,
Gangnam Style, Call Me Maybe, Somebody That I Used To Know, Sexy
and I Know It and We Are Young generated more than a billion views
in parody videos. Mitt Rommney Style parody: +47 million views* Kim
Jong Style parody: +32 million views* Somebody that I used to know
WOTE parody : +15 million views* Some Study That I Used to Know:
+6.1 million views* Sexy and Im Homeless: +17.8 million views*
Santa and I Know It: +14.4 million views*
15. Copyright 2013 Universal Music Ltd. Source:
http://www.ounewsbureau.com/?p=4620. *13/05/13 15 Music in
marketing isnt just a passive background: whether its attention
grabbing or supporting your message it still communicates. Music
speaks to our emotions, brings people together and starts
conversations. Music provides not just a personal relationship, but
a long-term loyal behaviour as well by offering emotions,
experiences, exclusivity and engagement. Music is able to
differentiate the brand itself from the competitors.
16. Facebook contest through Chiclets Facebook s page:
Participate to a contest to win a Fan Pack with 2 tickets for
Justin Bieber show in NYC and a Meet & Greet Contest Concept:
Tell your friends why you should attend the JB show and ask them to
like your answer In order to like, one must like Chiclets Facebook
page first Justin Bieber: huge pool of fans among the 13-17
(Chiclets target) Chiclets: very popular brand among the youngsters
Chiclets Facebook Page: a lot of content & interactions with
the customers Kit with Chiclets products was sent to 80 public
influencers between 13-17 years old with a large base of followers
on social networks to create buzz 16 Copyright 2013 Universal Music
Ltd.
17. 17 www.universalmusicandbrands.com
[email protected] Copyright 2013 Universal Music
Ltd.