Acquiring Customers and Increasing Engagement Through Social Media<br />Lee Hammond, Director, New Media Interscope Record...
Key Takeaways<br />Incenting consumers to share your content on their social networks<br />Best practices in bridging onli...
Janrain Overview<br />Online User Management Solutions<br /><ul><li>Social login for 17 providers
Social sharing to multiple networks simultaneously
Social user profile storage
Single sign-on across multiple properties</li></ul>Track Record<br /><ul><li>Deployed on over 300,000 websites
Integrated into leading social community, feedback and commenting platforms</li></ul>Leading Technology Partners <br />Cho...
Interscope Records Overview<br />Division of Universal Music Group (UMG)<br />Home to leading artists including:<br />Lady...
IGA & Social Login<br />Social login in 2007 as an experiment<br />AOL, Yahoo!, OpenID<br />More people logged in and were...
Market Evolution<br />Login for Facebook, Google, Twitter and more<br />New social networks and providers each year (PayPa...
Social Login Today<br />Access to extensive data & user permissions<br /><ul><li>Do something on my user’s behalf
Learn more about my users and their friends
Create more engaging opportunities</li></ul>Impossible to collect with a form<br />Consumers who register with a social id...
Extensive Facebook Permissions <br />         =<br />Information I can access on my users<br />
Our Consumers Like It<br />55% chose social logins<br />Up to 80-90% on some sites<br />Choice is important<br />User expe...
Value of Social Login<br />Goes beyond just identifying someone<br />Engagement with minimal consumer effort<br />Enables ...
IGA Social Media Promotions<br />Reveal Campaigns<br />Window of exclusive content: music video, album cover, streaming tr...
Reveal Campaigns<br />
Reveal Campaigns<br />
User Grants Permission<br />
IGA Social Media Promotions<br />Reveal Campaigns<br />Window of exclusive content: music video, album cover, streaming tr...
Share This Promotion<br />
IGA Social Media Promotions<br />Reveal Campaigns<br />Window of exclusive content: music video, album cover, streaming tr...
Sweepstakes Promotion<br />
Sweepstakes Promotion<br />
Multi-channel Approach<br />Different channels for different messages<br />Multiple channels within Twitter<br />@artist f...
@label for promotions & commerce<br />
Internal Tension<br />Exclusivity versus Syndication<br />Success in showing the value of exclusivity<br />Segment and bet...
Syndicating Content<br />
Syndicating Content<br />
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Acquiring Customers and Increasing Engagement Through Social Media - WOMMA '10 Presentation (Interscope & Janrain)

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IGA is home to over 125 leading music artists, including Lady Gaga, Sheryl Crow, and the Black Eyed Peas. IGA maintains separate websites for each artist with the goal of encouraging fans to subscribe to receive ongoing communications about promotions, newsletters, and emails. This session covers best practices in using social networks to acquire new customers and to increase their engagement with IGA artists. Also, you will learn the mechanics behind a recent Twitter promotion for Lady Gaga.

Presented by Lee Hammond, Director, New Media Interscope Records (www.interscope.com) and Tore Steen, VP of Marketing & Business Development, Janrain (www.janrain.com).

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  • [Based on previous conversations, the prospect should have a handle on the company, but now would be a good time to ask if there are people on the call who would like a 2 minute overview of Janrain to provide some context.]
  • Acquiring Customers and Increasing Engagement Through Social Media - WOMMA '10 Presentation (Interscope & Janrain)

    1. 1. Acquiring Customers and Increasing Engagement Through Social Media<br />Lee Hammond, Director, New Media Interscope Records<br />Tore Steen, VP of Marketing and Business Development, Janrain<br />
    2. 2. Key Takeaways<br />Incenting consumers to share your content on their social networks<br />Best practices in bridging online properties and social networking sites<br />Creating mini-marketing events that are a win for the business and the consumers<br />
    3. 3. Janrain Overview<br />Online User Management Solutions<br /><ul><li>Social login for 17 providers
    4. 4. Social sharing to multiple networks simultaneously
    5. 5. Social user profile storage
    6. 6. Single sign-on across multiple properties</li></ul>Track Record<br /><ul><li>Deployed on over 300,000 websites
    7. 7. Integrated into leading social community, feedback and commenting platforms</li></ul>Leading Technology Partners <br />Chosen by Top Brands<br />3<br />
    8. 8. Interscope Records Overview<br />Division of Universal Music Group (UMG)<br />Home to leading artists including:<br />Lady Gaga, Eminem, 50cent, Mary J. Blige, U2, Sheryl Crow<br />Common artist website objectives<br />Get fans logged in and engaged <br />Establish email contact<br />Create an ongoing communications channel<br />
    9. 9. IGA & Social Login<br />Social login in 2007 as an experiment<br />AOL, Yahoo!, OpenID<br />More people logged in and were “social”<br />Commenting<br />Message boards<br />Sharing links<br />
    10. 10. Market Evolution<br />Login for Facebook, Google, Twitter and more<br />New social networks and providers each year (PayPal)<br />
    11. 11. Social Login Today<br />Access to extensive data & user permissions<br /><ul><li>Do something on my user’s behalf
    12. 12. Learn more about my users and their friends
    13. 13. Create more engaging opportunities</li></ul>Impossible to collect with a form<br />Consumers who register with a social identity are more valuable than those who use email<br />
    14. 14. Extensive Facebook Permissions <br /> =<br />Information I can access on my users<br />
    15. 15. Our Consumers Like It<br />55% chose social logins<br />Up to 80-90% on some sites<br />Choice is important<br />User experience and UI make a difference<br />
    16. 16. Value of Social Login<br />Goes beyond just identifying someone<br />Engagement with minimal consumer effort<br />Enables different types of promotions<br />
    17. 17. IGA Social Media Promotions<br />Reveal Campaigns<br />Window of exclusive content: music video, album cover, streaming track<br />Sharing<br />Countdown to a music video release<br />Sweepstakes<br />Login with Twitter, and we send out a message on your behalf<br />
    18. 18. Reveal Campaigns<br />
    19. 19. Reveal Campaigns<br />
    20. 20. User Grants Permission<br />
    21. 21. IGA Social Media Promotions<br />Reveal Campaigns<br />Window of exclusive content: music video, album cover, streaming track<br />Sharing<br />Countdown to a music video release<br />Sweepstakes<br />Login with Twitter, and we send out a message on your behalf<br />
    22. 22. Share This Promotion<br />
    23. 23. IGA Social Media Promotions<br />Reveal Campaigns<br />Window of exclusive content: music video, album cover, streaming track<br />Sharing<br />Countdown to a music video release<br />Sweepstakes<br />Login with Twitter, and we send out a message on your behalf<br />
    24. 24. Sweepstakes Promotion<br />
    25. 25. Sweepstakes Promotion<br />
    26. 26. Multi-channel Approach<br />Different channels for different messages<br />Multiple channels within Twitter<br />@artist for conversation, relationship<br />@label for promotions and commerce<br /><ul><li>Holistic ability to do a lot across multiple brands</li></li></ul><li>@artist for conversation, relationship<br />
    27. 27. @label for promotions & commerce<br />
    28. 28. Internal Tension<br />Exclusivity versus Syndication<br />Success in showing the value of exclusivity<br />Segment and better understand the fans<br />Better CRM tools on our site than on Facebook<br />
    29. 29. Syndicating Content<br />
    30. 30. Syndicating Content<br />
    31. 31. Exclusivity - Artist Website<br />
    32. 32. Impact of Social Media Tools on IGA<br />Began using social logins to reduce friction and engage consumers with our content<br />As tools evolved, learned that consumers would give up more <br />Information to customize/personalize<br />Access to do something on their behalf<br />
    33. 33. Impact of Social Media Tools on IGA<br />Led us to think about content differently<br />Re-examine our assets with fresh eyes<br />Create ‘mini-marketing’ events that lead up to a release<br />Not asking much of our users and we give them value in return<br />Win-win for the consumer and the artist<br />
    34. 34. http://www.drdre.com/ <br />
    35. 35. Thank You!<br />tore@janrain.com<br />www.janrain.com<br />@janrain<br />lhammond@umusic.com<br />www.interscope.com<br />
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