Warner Music Group - SoCon2011 presentation


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Ritch Sibthorpe, VP Digital Marketing & Content Partnerships presentation at SoCon2011, 20th of October, ICO, London

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Warner Music Group - SoCon2011 presentation

  1. 1. marketing in the social age SoCon2011, London. 20 th October 2011
  2. 2. marketing in the social age Introduction… <ul><li>Introduction: thanks to SoCon2011 for the invitation! </li></ul><ul><li>So what do all of us here today have in common? </li></ul><ul><li>Social channels have evolved beyond initial test-and-learn phase; though </li></ul><ul><li>new priorities arising across mobile & gaming </li></ul><ul><li>2. The digital marketing sector is fragmented across diverse specialisms </li></ul><ul><li>resulting in a crowded agency market </li></ul><ul><li>3. The traditional in-house/agency model of execution is in healthy disruption </li></ul><ul><li>4. Digital Marketing/Marketing roles are converging & resources re-engineered </li></ul><ul><li>5. Everything we do as marketers is – increasingly – mobile </li></ul>
  3. 3. marketing in the social age Five Digital Myths from 2011… <ul><ul><li>Traditional media channels are dying . </li></ul></ul><ul><ul><li>2. Social media is about building the biggest community . </li></ul></ul><ul><ul><li>3. Everyone needs a mobile app . </li></ul></ul><ul><ul><li>4. Gaming only touches the youth demographic . </li></ul></ul><ul><ul><li>5. Digital channels always deliver greater ROI than traditional . </li></ul></ul>
  4. 4. marketing in the social age Five Facts from 2011… <ul><ul><li>Social media overtook porn as the webs No.1 destination . </li></ul></ul><ul><ul><li>2. 1 in 5 people met their partner online . </li></ul></ul><ul><ul><li>3. 2 in 5 people blamed their divorce on social media . </li></ul></ul><ul><ul><li>4. 200M Tweets were sent every day . </li></ul></ul><ul><ul><li>5. UCL identified +ive correlation between total FB friends an individual holds & quantity of grey matter in their brain… </li></ul></ul>
  5. 5. marketing in the social age Our marketing priorities: to drive artist development & commercial impact <ul><li>Digital Convergence: </li></ul><ul><li>Our priority transactional, distribution and marketing channels have converged providing </li></ul><ul><li>entirely news ways to engage music fans and develop our artists’ careers, servicing a broad range of </li></ul><ul><li>recorded music, live promotion, merchandise and sponsorship opportunities </li></ul><ul><li>Social Media: </li></ul><ul><li>A facebook like or listen is akin to the bedroom band poster of old </li></ul><ul><li>Our artists’ facebook communities vary in size from 35 to 35M fans </li></ul><ul><li>The challenge is maintaining meaningful long-term engagement with fan communities </li></ul><ul><li>Twitter brings fans closer to artists than ever before, provides access to a shared moment </li></ul><ul><li>between artist and fan </li></ul><ul><li>Mobile: </li></ul><ul><li>Social media is mobile: Approximately 85% of mobile web traffic is driven by FB & TW </li></ul><ul><li>A powerful retail impulse channel – with proven results across evolving advertising channels </li></ul><ul><li>Choosing the right time and place for both native apps and/or a mobile web presence is key </li></ul><ul><li>Video: </li></ul><ul><li>Remains a potent interactive marketing tool & commercial product </li></ul><ul><li>Drives fan-to-fan and fan-to-artist dialogue </li></ul><ul><li>TV & online video advertising is converging </li></ul><ul><li>Third place Facebook engagement driver, behind ticket access & new artist photography </li></ul>
  6. 6. marketing in the social age The challenge Analytics & Insights CRM Content Management Experiential Marketing Advertising & PR Fan Acquisition Design/Dev Creative Sponsorship Social Media Commerce
  7. 7. marketing in the social age Our approach <ul><ul><li>How can we most effectively manage connected fan communities for our artists? </li></ul></ul><ul><ul><li>Provide Exclusivity </li></ul></ul><ul><ul><li>No spam </li></ul></ul><ul><ul><li>Integrated email, social & mobile CRM channels </li></ul></ul><ul><ul><li>Vibrant, evolving creative: always on </li></ul></ul><ul><ul><li>Great content, planned three months ahead </li></ul></ul><ul><ul><li>Meaningful dialogue </li></ul></ul><ul><ul><li>Relevant opportunities to transact </li></ul></ul><ul><ul><li>Data analysis </li></ul></ul><ul><ul><li>Global communities/Local languages </li></ul></ul>
  8. 8. marketing in the social age <ul><ul><li>1. Content management is king; and a full time job… </li></ul></ul><ul><ul><li>2. Data is plentiful; but analysis takes time… </li></ul></ul><ul><ul><li>3. TV remains powerful – both on and offline… </li></ul></ul><ul><ul><li>4. Mobile is the most social channel in history: </li></ul></ul><ul><ul><li>Tweet/Like/Listen/Watch/Map/Talk/Text/Email/Meet… </li></ul></ul><ul><ul><li>5. Maximising the social media opportunity requires a long term commitment. All media is social. </li></ul></ul>Five key conclusions from 2011…
  9. 9. marketing in the social age Thanks for your time <ul><ul><li>Questions </li></ul></ul>