Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Acquiring Customers and Increasing Engagement Through Social Media - WOMMA '10 Presentation (Interscope & Janrain)

2,306

Published on

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 …

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).

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,306
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
26
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • [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.]
  • Transcript

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

    ×