Published on March 7, 2014
Lee Hammond | Interscope Records // Universal Music Group IDENTITY-DRIVEN DIGITAL MARKETING 1
2008 RPX (“Engage”) 1 Business Unit Interscope 3 Artist Sites 6 Identity Providers 1 Content Management System (CMS) 2
2011 Janrain User Management Platform (“JUMP”) 1 Business Unit Interscope 50 Artist Sites 6 Identity Providers 1 CMS Platform 3
2013 JUMP + Fusion 10 Business Units Interscope, Island, Capitol, Virgin US, UK, Canada, Australia 300+ Artist & Label Sites Eminem, Lady Gaga, Justin Bieber, Katy Perry 10 Identity Providers Instagram, Tumblr, SoundCloud 3 CMS Platforms 2 Email Service Providers (ESP) 1 Engagement Platform 1 Social Scoring Service 4
UMG Direct Marketing Technology 5
Interscope Direct Marketing Vendors 6
Adobe Marketing Cloud • • • • 7 Omniture DayLife/CQ NeoLane Demdex
Social Single Sign-On JANRAIN 8
Transactional Data Is Captured By Retail Partners 9
Engagement Data has moved from Owned to Social Media LadyGaga.com 10 vs. @ladygaga
Social Unlocks Engagement and Transactional Data Likes Lady Gaga’s Page Mentions Lady Gaga Listens to Lady Gaga on Spotify Follows @LadyGaga Mentions @LadyGaga ReTweets @LadyGaga Favorites Lady Gaga Video Watches Lady Gaga Video Subscribes to Lady Gaga Channel 11
Site Factory ACQUIA 12
Acquia Cloud Site Factory and UMG 13
Digital Experiences as a Service 14
Configure Site Features with Ease 15
Rapidly Deploy Sites Without Coding 16
Socially Integrated Engagement Platform LIVEFYRE 17
Socially Integrated Marketing Experiences 18
Social Campaign Results #ApplauseVid819 Social Loudest Fan Registration Results 9K Anonymous Participants 3K Registered Users 50K #ApplauseVid819 Posts 7K #ApplauseVid819 Posts 19
Loudest Fan Announced the Video 20
Social Scoring. Analysis and Gamification. APPRECIATION ENGINE 21
Social Data is a Big Data Problem Finding the Signal is hard. 22
What Social Signals Matter to UMG 23
Gamifying Social Actions 24
Artist Crossover for #Applause819 Users August Lana Del Rey 12% ZEDD 14% Miley Cyrus 15% Katy Perry 26% Demi Lovato 17% Cher 16% 25 September Cher 10% Azealia Banks 18% Katy Perry 19% Rihanna 33% ZEDD 20%
AE Writes Scores Back To Janrain Capture 26
Email Automation and Personalization EXACT TARGET 27
Social Scores Sync’d to Exact Target 28
Non-Targeted Email Performance Unique Open Rate: 7% Unsubscribe Rate: 0.1% Non-Targeted “Batch & Blast” Content Heavy, 20+ Promoted Items 29
Will.i.am “Scream & Shout” Remix Video Unique Open Rate: 16% Unsubscribe Rate: 0% Targeted Twitter Followers of: • • • • 30 Will.i.am Britney Spears Lil Wayne Diddy
Great Gatsby : Nero “Into The Past” Unique Open Rate: 57.1% Unsubscribe Rate: 0% Targeted: • • 31 Social Scores against Nero Social Scores against Great Gatsby Movie and #greatgatsby
Great Gatsby : The XX “Together” Unique Open Rate: 66.7% Unsubscribe Rate: 0% Targeted: • • 32 Nero Social Scores Great Gatsby Social Scores
Florence + Machine: A Tale of 3 Clickers ① Google + Login on LadyGaga.com Watched Florence + Machine on YouTube ② Facebook Login EllieGoulding.com Listened to Florence + Machine on Spotify ③ Twitter Log-in on Interscope.com Followed Florence + Machine on Twitter 33
Increase Frequency via Content Triggers Publication of new content and offers trigger highly targeted sends • • • • 34 Concert Dates Music Videos Album/Single Releases Merchandise
An Ecosystem with Customer Identity the Center Internal Services Externnal Services Social Networks Music Services Facebook Twitter Google+ Mixi RenRen SoundCloud Spotify RDIO Deezer BeatsMusic PayPal Amazon Universal Music Customer Account ESP ExactTarget ViceVersa NeoLane 35 Commerce CMS ECOM Drupal Wordpress MobileRoadie Umbraco EpiServer Bravado/MusicToday Generatr Venda DemandWare Magento
Lee Hammond | Interscope Records // Universal Music Group IDENTITY-DRIVEN DIGITAL MARKETING SUITE. SWEET. 36
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