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FeverBee - Breakdown of Spotify's Online Community

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FeverBee's Richard Millington takes a deep dive into Spotify's online community. Benchmarking against best practices and making recommendations for improvement.

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FeverBee - Breakdown of Spotify's Online Community

  1. 1. S P O T I F Y C O M M U N I T Y B R E A K DO W N By Richard Millington, www.feverbee.com
  2. 2. O V E R V I E W
  3. 3. 3 BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITYOVERVIEW DESCRIPTION PLATFORM Khoros (Lithium) CATEGORY Customer Community TYPE Support (with ideation / general discussions) LAUNCHED 2012 (GetSatisfaction community 2008 - 2012) MEMBERSHIP 7m (approx 3% of active users, 6% of paying customers)NEW REGISTRATIONS PER DAY (EST) 78* SOLUTIONS 28,663 (approx 13 new per day*) POSTS PER DAY (EST) 100* * per day numbers calculated by comparing current totals to past totals via archive.org and averaging results
  4. 4. 4 BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITYSTRUCTURE SECTION DESCRIPTION HELP Q&A For members to ask questions and help one another. MUSIC CHAT To talk about music and content on Spotify ROCK STARS Superuser program to support and reward the top members IDEAS Members can submit feature ideas for Spotify BLOG Latest news about Spotify, content on Spotify, and the community. OTHER Social media, developer sites, knowledge base
  5. 5. 5 BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITYFEATURES PLATFORM FEATURE FORUMS Q&A BLOGS TRIBAL KNOWLEDGE BASE GAMIFICATION CROWDSOURCED IDEAS VALUE ANALYTICS GROUPS RATINGS AND REVIEWS CONTESTS MEDIA
  6. 6. 6 PRESENTATION TITLE COPY GOES ON HERETITLE TEXT Spotify’s community appears to be in the maturity phase of the lifecycle with a plateauing rate of growth
  7. 7. 7 The Spotify Community is a mature community which will continue to grow but at a slower rate than before. it’s worth noting community growth (0.4% per year) lags far behind customer growth (2% to 4% per year). This means further engagement from the community is likely to come from getting existing members to do more rather than attracting more members. At present we can see most members who join don’t ask a question or contribute a post. Mature Community SUMMARY BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITYOVERVIEW
  8. 8. C O M M U N I T Y D E S I G N
  9. 9. 9 However, this add too closely resembles an ugly banner ad and should probably be rethought. This is ‘the fold’ line where members have to scroll down to see more. The banner is a little too big and should be shrunk so people can see the icons below. No-one will see ‘music chat’ for example, unless they scroll down. Could clear list of priorities showing where members can participate and how active each is The blog is ok, but might benefit from showing more members activity here. Needs a clearer registration link Would love to see trending topics here. Two clear calls to action are subscribe to a premium account and search the community. These both appear above the fold. No area for newcomers to get to know the community. Also far too much static content on this page.
  10. 10. 10 This only displays posts answered by staff and MVPs (Rock Stars). Would be better to show the most popular topics / music chat topics and/or unanswered questions. Who is this useful to? Why not follow the top community members individually here instead? Promotes the top members and provides better content than a list of someone else questions. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  11. 11. 11 The community is well designed for mobile with boxes easily dropping below one another. The subscribe option should be removed. People are less likely to sign up for Spotify by mobile. These stats can be removed from mobile to help members find what they want easier. All unessential text / static content should be removed from the mobile experience. Members don’t want to scroll with their thumbs to find what they need. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  12. 12. 12 SPOTIFY’S WEB DESIGN BENCHMARKS ASTHETICS NEWCOMERS ACTIVITY MOBILE LEVEL 0 - 1 NAVIGATION CALLS TO ACTION LEVEL 1 - 2 LEVEL 2 - 3 LEVEL 3 - 4 BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  13. 13. S E A R C H
  14. 14. 14 The native search functionality is relatively poor in the few test we made. This community urgently needs a unified search option to retrieve information from multiple sources. The results pulled from search are prioritised by likes which skews towards The results appear to be prioritised by the number of likes they receive. This biases the ranking to the older and more emotively charged responses instead of the most accurate responses. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  15. 15. 15 Community search results are clearly inferior to the results retrieved from the support center. In many places (like search) this results in the community competing against its own support center. A unified search option would likely solve this and enable community results to appear alongside support results (and vice-versa). Would recommend using Coveo or SearchUnify for this. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  16. 16. E N G A G E M E N T B E N C H M A R K S
  17. 17. 17 The help community has multiple, distinct, categories with limited overlap. However they are not clearly listed alphabetically or by popularity. We would recommend listing them by popularity in the community. With few exceptions, there is very recent activity in nearly every category. This is a remarkable level of social density. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  18. 18. 18 Clear tags to distinguish which questions have a response by a staff member (moderators) and which have been accepted as a solution by the member. As best as we can tell, the community has a 100% answer rate. This is a remarkably achievement for any community. Rock Stars provide around 80% of the responses. The community accepted solution rate seems to hover around 15% to 25% The subject titles are usually clear. However there are still a few 1 word, foreign language, or otherwise unclear questions creeping in that need to be addressed. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  19. 19. 19 Community responses are generally friendly, welcoming, clear, and delivered in a personal way using an @mention. This suggests the Rock Stars have been trained to answer questions. Clear signature highlighting the responder isn’t an employee and trying to increase the number of accepted solutions on questions. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  20. 20. 20 The similarity in responses suggests Rock Stars have been trained to provide answers in a friendly, personable, way. The only downside is many responses start to seem a little ‘too’ similar to one another. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  21. 21. 21 PRESENTATION TITLE COPY GOES ON HERE It would be better to show a lot more activity here from community members. This should feel like a thriving hub of people discussing their favourite music, not a carefully curated selection of content. Would be much better to show the top 10 playlists published by community members instead of just a single playlist. Lets more people be recognised and increases the odds of visitors seeing something they like. There’s no-one on this page to ask a question or start a discussion. That’s an extra click deep. Just let people start a discussion about music dammit!
  22. 22. 22 PRESENTATION TITLE COPY GOES ON HERE Would be better to have the trending / most popular questions over the past month here instead of the latest answers which might only appeal to a tiny segment of members. You could build a powerful community around playlist exchange. This post needs to share a lot more content from members here. Don’t say what they can do, show them people doing it.
  23. 23. 23 This blog post is 2 months out of date. It’s unnecessary too. Just list the most popular ideas at the top right now and remove this. The top ideas are interestingly displayed. Might benefit from a FitBit Idea sections should show the latest implemented ideas at the top to motivate more people to post their ideas.
  24. 24. 24 The ideas section is very active, but the presentation could be improved. Show the tags so people can search ideas by different stages of the cycle. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  25. 25. 25 This example from Fitbit shows a good way to run an ideas section. Members can see the ideas which have been implemented, popularity of ideas, and browse ideas by their status. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  26. 26. 26 ENGAGEMENT BENCHMARKS FRIENDLINESS PERSONALIZATION KNOWLEDGE RESOLUTION INFLUENCE World ClassGoodBad Ok ENGAGEMENT BENCHMARKS BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  27. 27. M V P / S U P E R U S E R P R O G R A M
  28. 28. 28 The Spotify Rockstar program is fairly well documented without being overly specific on how you can be invited to join.Instead you express an interest and when you reach a fixed amount of activity, you are invited. This essentially lets Spotify exclude members who they feel wouldn’t be a good fit but still match the requirements.
  29. 29. 29 Interestingly the Rock Stars aren’t listed by the number of accepted solutions, but is likely a combination of points earned over a fixed period (typically 3 to 6 months). RockStars have many unique abilities. They have permissions to move ideas from one status to another. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  30. 30. 30 Rockstars also can use the @AskRockStars Twitter handle and respond to questions mentioning Spotify. This is an impressive and proactive way to increase the value of the RockStar program. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  31. 31. 31 Spotify has a unique reward scheme which relies primarily on tangible rewards albeit with some unique access to features when members hit a higher number of points. Interestingly, several of these rewards are sponsored by other companies. We haven’t previously seen sponsored rewards before and it might be an avenue other brands could explore. The top 10 RockStars each year are flown in to attend ‘Rock Star Jam’ in Stockholm where they can talk about Spotify with the Spotify team. Plenty of rewards, some sponsored REWARD SCHEME BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  32. 32. 32 BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITYREWARDS POINTS REWARD 15 Clear plastic beach ball. 30 5 Rock Star Program stickers 45 Spotify Lanyard 60 Classic ping-pong balls tube and capped with logo 75 1 month of Premium 80 24 oz h2go aluminium classic (bottle) 120 The aluminium bottle, ping pong balls, and beach ball 200 3 months of premium 230 Spotify Mug 250 American Apparel 2001 “Burst” Branded Tea with Logo 250 Rock Star Program 2.0 shirt 255 Spotify fidget spinner
  33. 33. 33 BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITYREWARDS POINTS REWARD 275 Black fleece blanket 300 Vanity name in the community (username of choice) 375 6 months premium 400 Join New Features Beta Group 450 One year of ‘Headspace’ App 475 Brookstone Boost Power Bank 500 Rock Star Hoodie 500 Alternative Rocky Eco Fleece Hoodie 500 American Apparel Flex Fleece Zip 700 12 months of Spotify Premium 1,500 Grey Urbanears Plattan 2 Headphones 2,800 Marshal Monitor Bluetooth Headphones
  34. 34. 34 SPOTIFY SUPERUSER PROGRAM BENCHMARKS DOCUMENTATION ONBOARDING / TRAINING REWARDS/INCENTIVES STRUCTURE AND ROLES World ClassGoodBad Ok PERMISSIONS/ACCESS BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  35. 35. G A M I F I C A T I O N
  36. 36. 36 The community has levels ranging 0 up to (at minimum 25 (could be a lot higher). Levels aren’t based solely upon a single metric, but use a formula incorporating multiple behavior types (likely # kudos, accepted solutions, and posts). The top badges are displayed but it’s not immediately clear what they are. These profiles feel disappointing. Why not include favourite bands, playlists, top contributions etc? Levels are displayed next to all community member contributions. Full breakdown of member contributions are displayed in ‘statistics’. Might be useful to show rankings for each. Note members can only earn specialisms in a particular field. This is good practice. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  37. 37. 37 This is far too many badges for any to be truly meaningful. They are also badly prioritised. We would recommend significantly revamping the gamification program with fewer badges, better names, and tied to other actions on Spotify via an API. Too many of these badges reward the most pointless behavior. These crowd out truly impressive achievements BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  38. 38. 38 Only member who have opted into the Rock Star program receive a ranking. Only the top 10 rankings appear.
  39. 39. 39 SPOTIFY GAMIFICATION BENCHMARKS LEVELS BADGES REPUTATION MISSIONS World ClassGoodBad Ok GETTING STARTED BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  40. 40. O N B O A R D I N G B E N C H M A R K S
  41. 41. 41 The community is very hard to find. It doesn’t appear in the navigation bar. It doesn’t appear here neither. It doesn’t even appear in the ‘communities’ menu (!!!)
  42. 42. 42 To access the community you first need to click ‘help’. This isn’t very intuitive. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  43. 43. 43 …this takes you to the support site. You need need to scroll ‘below the fold’ and click the ‘visit community link. And this only takes you to the knowledge centre with less information than the support site! There are clearly some fundamental problems with how the community is discovered. This link should at LEAST take members to the community homepage.
  44. 44. 44 Spotify benefits from rich featured snippets appearing in Google search results. The majority of traffic to the community likely comes from search. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  45. 45. 45 The community doesn’t have an entirely unique registration option. Instead it uses single sign-on with spotify.com. If you sign up for Spotify, you can access the community However, there is also an additional community- specific step we didn’t capture here. There is no onboarding past this step. Newcomers are dropped into the guide without any newcomer section, guide, or support.
  46. 46. 46 There is no post-community journey or next steps to take. This is the only recognition of someone’s time in the community. This email oddly appears from ‘community mailer’, would benefit from a real person here. BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  47. 47. 47 SPOTIFY ONBOARDING BENCHMARKS REGISTRATION POST REGISTRATION World ClassGoodBad Ok PRE-REGISTRATION ONBOARDING BENCHMARKS BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  48. 48. O V E R A L L B E N C H M A R K S
  49. 49. OVERALL BENCHMARKS 49 ENGAGEMENT MVP / SUPERUSERS GAMIFICATION ONBOARDING D COMMUNITY DESIGN C B A MEMBER PROFILES BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY
  50. 50. 50 The Spotify Community is a mature community with some remarkable strengths. These are a broadly enthusiastic community, a fairly high level of activity, an outstanding MVP program (which answers almost every question), a thriving ideas section, and a rapidly growing music-chat community. However it also needs to tackle some clear weaknesses. • Address the limited visibility within Spotify is a major concern. It’s almost impossible to find from the main website today.   • The lack of a unified search feature is also another clear drawback. The community and support section shouldn’t be in competition with one another. • Improve the onboarding of new members (which is non-existent today). • Redesign the homepage to show trending questions/unanswered questions. • Redesign the music-chat area. GOOD COMMUNITY, COULD BE GREAT COMMUNITY RATING: [ B ] BREAKDOWN OF SPOTIFY’S ONLINE COMMUNITY

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