Don't Ignore Your Social Demographic, Josh Karpf, Spotify - Social Fresh EAST 2014
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Don't Ignore Your Social Demographic, Josh Karpf, Spotify - Social Fresh EAST 2014

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Social Fresh Conference

Social Fresh Conference
http://socialfreshconference.com

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  • Hey everyone, thank you so much for having me. I’ve known Jason for a long time and this is my first Social Fresh. But glad to to be here with you and talk about our industry; and all the interesting things happening. <br /> <br /> So hopefully we have a few Spotify users. Maybe your Premium and your paying or maybe you are on our free tier. Honestly, it doesn’t matter to me; as long as you’re listening. <br /> <br /> But we are in a really interesting business because the social web has transformed everything we do; how we communicate, how we engage. And as brands, it’s harder to engage – because of the competition for attention - and ultimately we need to think beyond the large channels and really go where our target is.
  • We have really fun jobs. We get to talk to people about music. People were sharing long before sharing was cool. You have all made mixtapes for a girl or guy that you liked. We’ve all felt that a song can sometimes communicate how we feel better then we do. My massive collection of Phish bootlegs, which I traded on forums, still sits in my parents’ garage and I refused to let them through it out. In fact I just moved and refused to through out my CDs – why, because they evoke a memory? That’s what music does <br />
  • So that’s great . But what really goes on. It’s not about consumption but about creation. I love this chart because it shows what we’re competing against. <br /> <br /> So what’s changed well. Millenials are able to create and receive so much content so quickly that its created this massive overload; and we have data that shows it its becoming a bit much
  • We would argue that there is a tension felt by our audience. That perhaps a lot of that sharing is not the most authentic; and that perhaps we are living in an age where maybe all of that sharing is making us feel a bit inauthentic; and as such, millenials are craving some authenticity in their communications. <br /> <br /> For us, what does that mean? It means, that as a brand we focus on creating authentic connections through music with our users. As I said at the start, music really is the original social network. So we think about all of the content that we create through that lens.
  • Further validating our point, GenUs trusts their friends. And trusts folks in their network.
  • We believe that connections should feel more meaningful — and that community should feel more personal. <br /> We believe that music can do that, because music is both personal and collective, just like Spotify. <br /> <br /> Through music, we make the world more personal for generation us
  • <br /> Weave our love for music as our common passion - when presented like this, music isn’t as polarizing <br /> - it’s a golden thread, <br /> - a common language <br /> - a talking point. <br /> Let’s inspire these conversations. <br /> <br /> Show we know and care about music - Music is the original social network – and users use it to connect with each other. <br /> We want to spark conversations and connections, encourage engagement, drive music consumption and sharing <br />
  • We don’t want to be mistaken ever for a cold, distant tech brand or even for a shiny, sleek celeb music brand. Our tonality should be born of the reality of where tech and music meet, where people come together to listen to and share what they love and find cool. So we, and our brand, should sound like we’re all about the people, the ‘us’ in the music experience. <br /> <br /> - Above all, we should sound authentic – never fake, never forced. <br /> - We’re playful, light and open, not worthy, serious or dark. <br /> - Our humor is the warm, real humor of daily life as it is, those moments that we all recognize and connect over. <br /> - We strike a balance between intelligent and approachable: being witty and smart to stay true to our tech roots but always wrapped in the warmth and approachability of a music-lover’s brand. <br /> - We should sound like a community, always invitational and participatory. Never the disengaged voice of a loner. <br /> We don’t judge. Ever. At Spotify, everyone and their music taste is welcome. <br /> <br /> <br /> Especially within the context of Gen Us — if we want to be relevant, trusted and m emorable —— we need to be engaging, participatory and authentic. <br /> We want our fans to not only be spectators of our story but also the creators of it.
  • We think about music as a context through which we can present culture and the world to our audience. We know that every brand is trying to “culture jack” and go after big moments in culture through content; but we know that millennial will see through that. We saw a lot of it during the #World cup, brands attempting to “own” it but we think we have an authentic role to play with users. <br /> <br /> Why? Because ultimately impacts so much of our day – to – day life; on social; and in media. <br /> <br /> A few examples of micro content that performed really well – we developed a pov around STARWARS day – lefties day – the finale of BREAKING BAD <br /> <br /> Each of these pieces is designed to drive users to a music experience on Spotify
  • A few minutes on Community management <br /> <br /> How we think about community management; every 5 seconds there is a user who asks his or her social graph; “what should I listen to” “give me a recommendation” what’s a hot new band..” That’s an engagmeent opportunity for us; and a lense through which we can start a conversation <br /> <br /> The business objective is really around how we drive to music experiences from the social web. <br /> <br />
  • But the world is changing..and so we need to move with it. While we continue to operate in channels, we are working to understand new channels which are endemic to millenials. So we have been dabbling in platforms like Vine and Instagram.
  • So last year, we wanted to accelerate our efforts in this network and brought on a Vine DJ; he took over our channel for a month <br /> <br /> 163,825 total engagements*: <br /> 120,157 total Likes <br /> 1,544 total Comments <br /> 42,124 total Revines (aka shares) <br /> <br /> 15,393 new Spotify Followers on Vine <br /> <br /> Spotify’s Vine featuring Cody serenading made it to #1 on Vine’s “Music” channel two hours after posting on October 15, 2013 <br /> <br /> These are awareness channels for us – and they are extremely millenial – centric; and they are extremely authetentic to our users <br /> <br /> <br />
  • I want to spend the last few minutes talking about a recent, integrated campaign that we ran which focused on driving our brand; focusing on the collective connection we all have through music – and how sometimes a song can say something better then we can. Then I’ll talk about the specific social examples of that. <br /> <br /> “Slide notes” – At this point I will intro the Product Storytelling campaign and run the video below
  • We have really fun jobs. We get to talk to people about music. People were sharing long before sharing was cool. You have all made mixtapes for a girl or guy that you liked. We’ve all felt that a song can sometimes communicate how we feel better then we do. My massive collection of Phish bootlegs, which I traded on forums, still sits in my parents’ garage and I refused to let them through it out. In fact I just moved and refused to through out my CDs – why, because they evoke a memory? That’s what music does <br />

Don't Ignore Your Social Demographic, Josh Karpf, Spotify - Social Fresh EAST 2014 Presentation Transcript

  • 1. June 6, 2014 Social storytelling at Spotify #SocialFresh
  • 2. June 6, 2014 Music is inherently social
  • 3. MEANING noun [U] /ˈmi·nɪŋ/ = choice curation mindfulness impact #nofilter privacy smallness Macro Insight Our audience craves more meaning in life. 2 Inone internet minute…. Content Creation 8,333 vine videos shared 216k new photos 277k tweets 347,222 photos shared 72 hours of video
  • 4. Our role therefore is to make the world (especially the social world in which they now live) feel more personal to them.
  • 5. 5 Speaking to people about music The more personalthe tools, the more accurate the news Social Word of Mouth NewsonWebsite Television Newspaper 68% 63% 62% 55% 44% 33% Radio GENERATION US OVERALLNEWSSOURCE Generation Us believes that the information they get from social media is more accurate than what they get from big media corporations. Source: http://mashable.com/2014/04/09/millennials-user-generated-media/
  • 6. Social strategy Spotify makes our collective music personal.
  • 7. 7 Our mission • Show we know and care about music • Weave our love for music as a common passion • Make music feel meaningful to our fans, their connections, and everyone we touch
  • 8. 8 Our voice • Authentic • Playful and fun • Approachable and friendly • Warm and open • Witty and smart • Creative and expressive • Invitational and participatory
  • 9. 11 Broadening our reach through video
  • 10. Vine DJ Cody Johns Drives 900% Growth On Channel Dates of Vines Published ft. Cody Johns Source:VaynerMediaVineReportingforSpotify10/2013 VolumeofSpotifyFollowersonVine 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 09/13/13 2013-09-18 2013-09-28 2013-10-02 2013-10-10 2013-10-15 2013-10-17 2013-10-26 2013-10-28 2013-10-30 2013-11-04 11/06/13 Benchmark:1,663 Followers
  • 11. 14 #NOWPLAYING > #NOWFEELING
  • 12. June 6, 2014 Rock on!