How Universal Music uses Social Graph Fuelled RTB and Personalisation – Creating and Amplifying Buzz

1. Advanced Marketing:
Data, Loyalty & CRM
How Universal Music uses
Social Graph Fuelled RTB and Personalisation –
Creating and Amplifying Buzz
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2. We’re a music company, what do we know about
eCommerce… right?
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3. Over the last two years we’ve created a platform for our
artists that gives us next generation presence
by using social graph data
Presence across Integrated with
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4. 1. Capture social graph data to understand the user
2. Incentivise fans to engage with the sites by
building a loyalty program
3. Create a personalised experience to drive
conversions
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5. 1. Capture social graph data to understand the user
2. Incentivise fans to engage with the sites by
building a loyalty program
3. Create a personalised experience to drive
conversions
#retailer2014

6. What’s the best way to the treasure trove of
consumer social graph data?
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7. Capturing the data!
Using SSO tools like Janrain, we allow users to easily connect with
the artist sites with their favourite social platforms.
Once connected, we pull the social graph data and bridge their
music/artist preferences with our local DB
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8. What do we do with the data once we have it?
By partnering with vendors like The
Appreciation Engine, we’ve built a
local database in their system of all
the Universal artists.
Once a user connects to the site
with their social platform(s), we
pull all of their interests and merge
it with our database in The
Appreciation Engine.
#retailer2014 #TheAppE

9. How do we start to build a profile about the
consumer?
Once we’ve sent the social graph data to The
Appreciation Engine, we create an artist Affinity Score
for each UMA/EMI artist the consumer interacts with.
The more the consumer interacts with the artist, the
higher their Affinity Score is with that particular artist.
We then generate an Affinity Score for each artist and
pass this information back to our Personalisation
Engine
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10. We’ve collected the data, now what?
We’ve filtered through their social graph data, we’ve compiled our Affinity Scores for each of
Universal artist, now we want to use this information… where does it go?
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11. Maximise the benefit of this big data!
We use it for personalisation by passing it to our Profile Builder!
Partnering with SmartFocus we send this social graph data to their profile builder and marry it
with the consumers on-site behaviour.
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12. 1. Capture Social Graph Data to understand the user
2. Incentivise fans to engage with the sites by
building a loyalty program
3. Create a Personalized experience to drive
conversions
#retailer2014

13. Gamification scheme
Encouraging visitors to connect, share, contribute and buy
through an incentivised points program
For Universal, it was easy for
us to create a gamification
scheme that not only
benefited our marketing
efforts, but also benefited the
consumer.
Consumers want to share,
they want to see their shares
interacted with, so we give
points for every interaction
the user can make on the site.
#retailer2014 #sweettooth

14. Gamification scheme
Encouraging visitors to connect, share, contribute and buy
through an incentivised points program
To further engage with the consumer, to get them to be our
social advocates, we’ll use a profile tracker that shows them
their progress towards a complete profile and ways they can
gain more points… and ultimately FREE stuff!
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15. Gamification scheme
Encouraging visitors to connect, share, contribute and buy
through an incentivised points program
But this isn’t to just give away product!
We offer more points, a lot more points, if users connect more of their social profiles.
Not so we can auto-spam content on their walls or feeds, but so we can UNDERSTAND more
about them via their Social Graph data and offer them targeted marketing catered to their
likes… Not what we think they’ll like.
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16. Leveraging the consumers competitive spirit
As human beings, we’re competitive by nature, so why not use this to our benefit
As consumers are interacting
with the site and gaining
points, start to track their
progress and create a
leaderboard of the top fans
for each artist….
Because after all, who doesn’t
like to be #1…
even more so the #1 Fan!
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17. Making the artist site the artist home
with direct relationships as the
foundations of campaigns
Engage the consumer to keep returning
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18. Monetising social
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19. Utilise social listening to reward
off-site behavior
As consumers start to share, pin, post,
promote the content and product items on
the sites, we utilise Social Listening to know
when they are hashtaging specific keywords,
stream songs on their favorite streaming
service, or promote content on a social
platform.
But again we don’t just listen, we reward it!
The more points we can give to a user for
their normal, every day social behavior, the
better advocates they become for us.
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20. Great example was the
Eminem Slim’s Pickins Game
http://slimspickins.eminem.com/
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21. 1. Capture social graph data to understand the user
2. Incentivise fans to engage with the sites by
building a loyalty program
3. Create a personalised experience to drive
conversions
#retailer2014

22. We’ve bridged the Social Graph Data, we’ve created our Affinity
Scores, we’ve engaged the user to interact with the site and earn
points, now it’s time to put all that together with the rest of their on-
site behavior and create one hell of a profile about them, as a
consumer and social advocate.
Building their Personalized browsing
experience
#retailer2014 #magento #wordpress #janrain #TheAppE #sweettooth #SmartFocusWorld

23. Using Magento and SmartFocus, we track and keep records of the
consumers on-site behavior including:
•Category Browsing
•Site Searches
•Product Viewing
•Adds to their Wishlist
•Adds to the cart
•Purchases
Building their Personalized browsing
experience
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24. Using proven mechanisms to build direct and engaged relationships!
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25. Leveraging consumer insights and
analytics to understand our fans, we
can plan campaigns more effectively
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26. Dynamic display & Facebook
Showing products and adverts based on this information
Now that we have all this rich consumer data to work with, we can pass it on to 3rd
party
retargeting programs such as Criteo and RocketFuel.
#retailer2014 #criteo #rocketfuelinc

27. Trigger-based messaging
Automated and personalised programs with a content calendar for every artist
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28. Personalised experience
Showing products and adverts based on this information
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29. 1. Capture social graph data to understand the user
2. Incentivise fans to engage with the sites by
building a loyalty program
3. Create a personalised experience to drive
conversions
#retailer2014 #magento #wordpress #janrain #TheAppE #sweettooth #SmartFocusWorld
#criteo #rocketfuelinc #travelingwebguy

30. Thanks