Mixing Music Metadata, Audience Metrics and Brand Activations: understanding user engagement
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...UNDERSTANDING USER ENGAGEMENT ...

...UNDERSTANDING USER ENGAGEMENT
Greencopper will present this workshop. Greencopper assists cultural organizations in the development of their digital strategy.

The workshop will cover the concepts of music metadata, audience metrics and brand activations by exploring several real-life scenarios:
- Integrating the Deezer music streaming services into digital tools of more than 20 festival solutions worldwide (music radio players, music quiz, etc.)
- Developing the songsnaps feature of the Pitchfork festival (Chicago, US)
- Building a music metadata powered recommender that generates a selection of artists individually tailored to every attendee's own music tastes

During this workshop, you will learn:
- How to rely on music metadata sources to build better tools
- How to measure and track efficiently user engagement and brand conversions
What were the key social metrics for the live music industry in France in 2013 and how does this compare with live metrics internationally (Germany)

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Mixing Music Metadata, Audience Metrics and Brand Activations: understanding user engagement Presentation Transcript

  • 1. Mixing Music Metadata, Audience Metrics and Brand Activations, Understanding User Engagement MaMA Event, Paris October 18, 2013 connecting events with fans
  • 2. Part 1 Live Metrics French and German festivals connecting events with fans
  • 3. Live metrics Quantitative study of 10 French festivals (based on Greencopper powered apps): • • • • • • • • • • Vieilles Charrues Nuts sonores Rock en Seine Garorock Eurockéennes Printemps de Bourges Francofolies Main Square Solidays MusiLac © 2013 Greencopper Quantitative study of 5 German festivals (based on Greencopper powered apps, web and Facebook): • • Hurricane Southside • • Mera-luna • Elbjazz Highfield 3
  • 4. Live metrics - figures 1.127.500 attendees in France 10.52% penetration mobile app 8.77% penetration of Twitter followers 50.45% penetration of FB likes 196.000 attendees in Germany © 2013 Greencopper 45.54% penetration mobile app 9.72% penetration of Twitter followers 156.34% penetration of FB likes 259.73% penetration of web traffic * penetration rate measured as the number of active users divided by the festival attendance 4
  • 5. Live metrics - figures 5.7 x more FB likes than Twitter followers 20% more app users than Twitter followers © 2013 Greencopper 16.1 x more FB likes than Twitter followers 4.7 x more app users than Twitter followers 5
  • 6. Web vs. Mobile apps total time spent 24 min. 7 sec. © 2013 Greencopper total time spent on the mobile app per user 5 min. 43 sec. total time spent on the website per user 5 x more time spent on mobile apps compared to time spent on websites. 6
  • 7. Mobile case study Rock en Seine (fréquentation 2013 : 118,000) 58 156 TÉLÉCHARGEMENTS DEPUIS 2010 ET 17 343 UTILISATEURS ACTIFS EN 2013 © 2013 Greencopper 69 % 31 % 7
  • 8. © 2013 Greencopper Mobile case study Rock en Seine 8
  • 9. © 2013 Greencopper Mobile case study Rock en Seine 9
  • 10. Songsnaps at the Pitchfork and Treasure Island • Snap a photo, tag it with music, share it! • Live at the Pitchfork music festival and ongoing at Treasure Island • Pitchfork usage: Over 10,000 downloads of the mobile apps • © 2013 Greencopper • Over 2,000 songsnaps created by festival-attendees • Over 30,000 music tracks played 10
  • 11. Part 2 Brand Activations connecting events with fans
  • 12. Brand activations - Case studies • Mobile carrier: SFR • • Supermarket: Chronodrive • • 1 Canadian festival (NXNE) + 1 US festival (Outside the Box) Music streaming service: Deezer • © 2013 Greencopper 4 French festivals Taxi: Hailo • • 23 French festivals 18 festivals (sponsored) 12
  • 13. DEEZER and the game “Name that tune!”. © 2013 Greencopper Start Play Win!
  • 14. Why do Brands love Mobile Apps? Downloading a festival app is often an act of engagement • © 2013 Greencopper • • • Mobile is cool ;) Brands do value engaged fans as Brand promoters Mobile apps are highly visible technology showcases (e.g. a festival app can reach first position in the Apple Store) 14
  • 15. Part 3 Music Metadata Music Web APIs connecting events with fans
  • 16. Importance of Music Metadata © 2013 Greencopper 28M tracks • • • Lost in music? Instant access to a huge volume of music! New ways of discovering music becomes essential. Music metadata powers innovative discovery tools. 16
  • 17. Music Metadata - Music Web APIs • Type of Metadata sources • Internal to content (the ID3 format embedded in MP3: artist name, song title, genre, etc) • External to content (repositories) • Metadata-based techniques are often applied on repositories of content: © 2013 Greencopper • • Repositories that contain both metadata and content Repositories that contain only metadata with references to the external location of the content • Music Web APIs: set of online APIs enabling access to Music metadata 17
  • 18. © 2013 Greencopper A multitude of Music Metadata sources 18
  • 19. Music Metadata - Music Web APIs • Gracenote and FreeDB • Fingerprinting. Database to look-up CD information based on a CD/track id. FreeDB is community based. • MusicBrainz: • Structured open online database for music (CD info). Entries are maintained by volunteer editors. • Last.fm • Scrobbling. Social recommendation service. API. • The Echo Nest © 2013 Greencopper • Music intelligence platform bring recommendation, playlisting data for consumer services (Spotify, Rdio,..) • Deezer, Rdio, Spotify 19
  • 20. © 2013 Greencopper Music Recommender at the Reeperbahn fest. Recommender feature integrated as part of the mobile app menu. List of recommendations tailored to each user musical taste! 20
  • 21. © 2013 Greencopper Usage statistics at the Reeperbahn festival 21
  • 22. © 2013 Greencopper Usage statistics at the Reeperbahn festival • 580 acts at the Reeperbahn festival in 2013 (showcases, workshop, conferences, panels, etc.) 22
  • 23. © 2013 Greencopper Examples of apps based on Music Metadata 23
  • 24. Merci ! Gwenaël Le Bodic chief executive officer gwenael@greencopper.com twitter: @glebodic Cécile Martin marketing manager cecile@greencopper.com connecting events with fans