Consumer use multiple devices simultaneously, changing the way they engage with content and brands. No one knows that better than Evan Greene, CMO of The Recording Academy, the producer of The Grammy Awards. Driven by innovation, join us as Greene talks about the future of television, social and search, and how the three will fuse to lead marketing campaigns that connect musicians and fans. Keynote: Evan Greene, CMO, The Recording Academy

1. The GRAMMYs
TV + SOCIAL + SEARCH

2. Discovery Community

4. The ‘Death of Television’
“The end of TV as we know it”
*Vint Cerf, web guru, aka ‘the godfather of the net’
“The Death of Television May Be Just 5 Years Away”
*Jim Edwards, from Business Insider

5. What the Internet was supposed to do to TV

6. Social + TV Today
“Social media has made live TV essential again “
*Vivian Schiller, Chief Digital Officer - NBC

7. GRAMMY Viewing Experience
Then Now

8. In the beginning

10. Letter writing campaign

12. Social Platforms
Blogs & Keyword
Engagement
Fan Sites Search
Music Sites

13. Search = GRAMMY Telecast Only

14. Beyond Neilsen - Psychographics
• Audiophiles
• Dynamos
• Good Timers

15. It’s about the conversation.

17. Brand Partnerships
Social Partnerships

18. Trivia
@TheGRAMMYs: PHOTO OF THE DAY:
@PaulMcCartney is joined by the FDNY onstage
at the 12-12-12 Hurricane Sandy benefit concert
in NY http://t.co/CsHoCYNh

19. LIVE Music Events

20. Festivals
• Bonaroo
• Stagecoach
• Lollapalooza
• SXSW
• Coachella

21. Content

22. Content

23. Digital Music Platforms

24. Digital Music Platforms

25. Digital Music Platforms

26. Streaming Content – GRAMMY Live

29. Ensuring Consistency & Stoking the Conversation
Internal
External

30. Its about the conversation. Period

31. KPIs
• Sentiment
• Engagement
• Ratings

32. 54th GRAMMY Ratings
• LARGEST AUDIENCE SINCE 1984
• 39.9 Million Viewers – Surpassing the Oscars for the first time
• Second largest audience ever
• 74 Million Viewers Watch All or Part of the Broadcast
• 48% viewership increase

33. GRAMMY Social Engagement
• Telecast + 3 hours preceding and 3 hours
following, generated 13MM+ Facebook & Twitter comments
(US alone)
• Conversation volume reached a record high of 160K+ tweets
per minute during GRAMMY telecast
• Increase of more than 2,100% over 2011!

34. Question NOW WHAT?
Answer *Better Analytics/Metrics
*Better quantitative evaluations

35. Results
Data Measurement

36. The GRAMMYs
TV + SOCIAL + SEARCH