Digital Marketing Live! 2014 - Spotify - Diego Planas Rego

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THE ART OF STORYTELLING IN SOCIAL MEDIA

Music is almost a natural component to have in storytelling. Our online lives are made up
of moments that contain, in many cases, a soundtrack to accompany them. In tech driven
companies, where information flows quickly and changes are common, there is a need to
organize these stories and transform them into something relevant for your audience.
I'll talk about finding relevant stories to tell, elaborate them with a music component while
keeping all social media actions relevant to a company's objectives.

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  • Digital Marketing Live! 2014 - Spotify - Diego Planas Rego

    1. 1. May 22, 2014 Personal global stories. The art of Music Storytelling
    2. 2. Any Spotify users in the house?
    3. 3. The first time I tried Spotify
    4. 4. I am Diego!
    5. 5. Some fast figures • Paying subscribers: Over 6 million • Active users: Over 24 million • Revenue paid to rights holders since launch: $1bn • Number of songs: Over 20 million • Number of songs added per day: Over 20,000 • Number of playlists: Over 1.5 billion created so far
    6. 6. We’re not in Africa or Antarctica (yet). Available in 56 markets
    7. 7. 7 Music & Marketing
    8. 8. 8 Live in the same environment. Complement each other.
    9. 9. 9 Who do you want to talk to?
    10. 10. 10 Mainstreamers?
    11. 11. 11 General Stories
    12. 12. 12 What about Millennials?
    13. 13. 13 Do not want to be labeled. But they have specific listening habits. Oh, the Millennials…
    14. 14. 14 What people want is to
    15. 15. 15 What people want is to relate.
    16. 16. Local Stories
    17. 17. charts.spotify.com
    18. 18. Very, very local
    19. 19. “Me”
    20. 20. 20 Not the same Audience Content Channel
    21. 21. Where do you want to have the conversation?
    22. 22. One channel Vs Many channels:
    23. 23. 23
    24. 24. Local Artists Competition
    25. 25. Linking contentto music
    26. 26. Music creates stories
    27. 27. 27 Specific Groups
    28. 28. 28 Use stories that are already out there
    29. 29. 29 Data driven
    30. 30. 30 Combine data with stories
    31. 31. We create organic conversations around music
    32. 32. Organic conversation in Europe (People interacting with Spotify during the last month)
    33. 33. May 22, 2014 Twitter: @SomeDiego diego@spotify.com (Or add me on Linkedin) Thank you

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