This presentation was for a project in General Assembly's Product Management Immersive. This is a presentation on how Spotify can enhance its current social capabilities.

1. Mid Q4 ‘14
Social
Squad:
Product
Manager
Ian
Dickerson

2. “Music
is
therapy.
Music
moves
people.
It
connects
people
in
ways
that
no
other
medium
can.”
-­‐
Mackelmore

3. “Once
a
user
integrates
their
Spo<fy
account
with
other
social
media
profiles,
they
are
able
to
access
their
friends'
favorite
music
and
playlists.”
-­‐
Spo<fy

4. Eric
Mandwelle
Age:
22
Manager
at
Target
Queensbury,
NY
“Music
is
important
to
me.
I
know
what
good
music
is
and
I
want
people
to
know
that.”
Listening
Behavior:
25+
songs
a
day
Followers:
31
Following:
102
Currently
Playing:
The
Black
Keys
Goals:
• Recogni<on
for
his
taste
in
music
• Easily
engage
with
his
friends
over
music
Frustra<ons:
• Doesn’t
know
if
the
music
he
shares
is
well
received
• Seeing
a
friend
listen
to
a
song
he
enjoys
and
not
being
able
to
let
them
know

9. 84%
How
do
you
feel
when
others
interact
with
your
social
media
posts?

10. 84%
How
do
you
feel
when
others
interact
with
your
social
media
posts?
72%
Do
you
consider
Spo<fy
a
social
network?

11. Follow
Share
Ac<vity
Feed
Message
Profile
Page

13. Social

14. Access

15. Engage

16. Like
Influence
Share
Comment

17. Emily
McMack
Age:
28
Office
Manager
New
York,
NY
Listening
Behavior:
15+
songs
a
day
Followers:
15
Following:
33
Currently
Playing:
Broken
Bells
“I
understand
that
there
are
certain
songs
that
are
special
to
people.
Myself
included.
I
love
knowing
what
people
are
listening
to
and
why.
”
Goals:
• Create
conversa<ons
around
music
• Acknowledge
her
friends
music
selec<ons
Frustra<ons:
• Not
being
able
to
comment
on
a
song
that
a
friend
shared
publicly
• Seeing
a
friend
play
a
song
she
likes
but
not
being
able
to
do
anything

18. Like
Influence
Share
Comment

19. 9
likes
2
likes
2
2
1

20. 9
likes
2
likes
2
2
1

21. 9
likes
2
likes
2
2
1
1
like

22. Like
Influence
Share
Comment

23. 9
likes
2
likes
2
2
1
1
like

24. 9
likes
2
likes
2
2
1
1
like
1

25. 9
likes
2
likes
2
2
1
1
like
1
Nicoline
Strom-­‐Jensen
Go
Slow
Haim
Emily
McMack
Listened
to:
Emily
McMack
Likes:
Go
Slow
Haim
3
Jon
Finn
and
3
others
Likes:
Burn
One
Down
Ben
Harper

26. Like
Influence
Share
Comment

27. 9
likes
2
likes
2
2
1
1
like
1

28. 1
like
1
I
love
this
song!
I
remember
first
hearing
it
and
being
blown
away.
Send

29. 1
like
1
Emily
McMack:
I
love
this
song!
I
remember
first
hearing
it
and
being
blown
away.
2
Nicoline
Strom-­‐Jensen:
I
heard
it
at
Jared’s
house
last
week
and
was
instantly
hooked.
So
good!

30. Like
Influence
Share
Comment

34. Emily
McMack
11
likes
6
4
2
likes
2

35. Hypothesis
Crea<ng
opportunity
for
more
engagement
will
encourage
users
to
listen
to
more
music

36. Business
Goals
1. Ac<va<on
–
Increase
sign
ups
2. Reten<on
–
Increase
<me
on
service
3. Revenue
–
Increase
ad
revenue
|paid
users

37. KPIs
Shares
Comments
Likes
Influence
Songs
/
Session
(friends’
songs
played)
Ac<on
Goal
(avg/user/week)
7
7
21
12

38. Product
Roadmap
1st
Release
3

39. Product
Roadmap
1st
Release
3

40. Product
Roadmap
1st
Release
3

41. Product
Roadmap
1st
Release
3

42. Product
Roadmap
1st
Release
3

43. Product
Roadmap
1st
Release
3
3
months

44. Product
Roadmap
11sstt
RReelleeaassee
3
2nd
Release

45. Product
Roadmap
11sstt
RReelleeaassee
3
2nd
Release
3rd
Release

46. Questions?

48. Revenue
Free
Users
=
$1.80
Increase
usage
by
10%
=
$0.18
30M
Free
Users
Adop<on
Rate
=
40%
=
12M
Convert
to
Paid
Adop<on
rate
=
hqp://rockonomic.com/2013/12/26/is-­‐a-­‐spo<fy-­‐free-­‐user-­‐worth-­‐1-­‐50-­‐per-­‐month/