Music 4.5 Brand Discovery: Flowd

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Music 4.5 Brand Discovery: Flowd

  1. 1. Leveraging the social media relationships via mobile social commerce tools- Wilhelm Taht<br />
  2. 2. Goal of this session <br />Define social commerce and mobile social commerce<br />Provideinsights and cases<br />Inspireyou to test the water<br />
  3. 3. What is Flowd?<br />Flowd is The Music Lovers’ Social Network<br />Flowd is the best social media client for artists<br />Flowd features a robust mobile social commerce marketingplatform: Flowd Frequent Fans<br />
  4. 4. Social Commerce:<br />A subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services.<br />In short:<br />Selling with social media – the use of social technologies in the context of retail.<br />-Paul Marsden, 2009<br />
  5. 5. Adding mobile to it essentially ads location…<br />The right offer, to the right person, at the right time, at the right place.<br />- Wilhelm Taht, 2011<br />
  6. 6. Social commerce market size<br />Source: Booz & Company 2011<br />
  7. 7. Data: the power of social commerce<br />Sources: Facebook 2009 & 2011. Approximation by Wilhelm Taht <br />
  8. 8. Know your targets!<br />Hardvalues<br />Soft <br />values<br />Online<br />Physical<br />
  9. 9. A day in the life of Armin Van Buuren.<br />Van who? <br />The world’s #1 DJ. Fourth time in a row. <br />
  10. 10. Shareshislocation<br />
  11. 11. Mmm.. Looks soft to me<br />
  12. 12. Shareshisthoughts<br />
  13. 13. Soft <br />values<br />Hardvalues<br />
  14. 14. Shareshispictures<br />
  15. 15. Hard music <br />Soft values<br />
  16. 16. Shareshisoffers<br />
  17. 17. Hard values<br />Results of ASOT 500 offer:<br /><ul><li>~ 5% redemption rate on discount
  18. 18. € 0,83 ARPU on ASOT Flowd fans
  19. 19. Lots of goodwill, high engagement
  20. 20. Direct sales through own channel</li></li></ul><li>…Profit!<br />Hardvalues<br />
  21. 21. Combining soft & hard values: We Are The Ocean – Indie Rock Band<br />http://www.youtube.com/watch?v=aJZfl80hLO0<br />
  22. 22. Results?<br /><ul><li>7.5% of fans checkedin to the gig
  23. 23. 76% of those collected their free poster
  24. 24. Increased merch sales, with 31% of ‘collectors’ buying additional merchandise
  25. 25. An average of £16 spent by each person</li></li></ul><li>The tools – some examples<br />
  26. 26. Summing up<br /><ul><li>Experiment!
  27. 27. There is no definite formula yet. Try “all” the tools
  28. 28. Set goals!
  29. 29. Know what you are targeting
  30. 30. Analyze!
  31. 31. Know how you are performing
  32. 32. Don’t oversell!
  33. 33. This is a relationship game after all
  34. 34. Sign up to Flowd!
  35. 35. We’re here to help you on exciting social media campaigns</li></li></ul><li>Email: wilhelm.taht@digia.comTwitter: @wilhelm_taht<br />

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