FutureM 2014 Speaker: Evan Greene (@hopeandchange) Chief Marketing Officer, The Recording Academy DIGITAL MARKETING & THE GRAMMY BRAND During his keynote address, Evan Greene will share insights on the increasingly important role data plays in experiential brand marketing. In addition, he’ll discuss the ways digital and social have contributed to the success of the evolving GRAMMY brand. This includes a dynamic social strategy, a focus on the production of innovative content programs, relationships with social platforms, as well as partnerships with relevant music sites including (but not limited to) Spotify. Pandora, Shazam, and iTunes. These coordinated efforts help keep the GRAMMY brand relevant and connected to its core audience during the other 364 days of the year.

1. Evan Greene
@hopeandchange
CMO
The Recording Academy
# F U T U R EM
Keynote
# F U T U R EM

2. Digital Marketing & The GRAMMY Brand
# F U T U R EM
EVAN GREENE
CMO, The Recording Academy
@hopeandchange

3. #FUTUREM

4. Digital Marketing & The GRAMMY Brand
• Authenticity – Building Brand Success
#FUTUREM

5. Trust
• Brands that establish trust set themselves apart
#FUTUREM

6. #FUTUREM
Connecting
Brand Consumer
Authenticity Trust Community

7. Discovery Community Share-ability
#FUTUREM

8. Brand Promise –
• Virgin
– To be genuine, fun, contemporary, and different in
everything we do at a reasonable price.
• The NFL
– To be the premier sports and entertainment brand that
brings people together, connecting them socially and
emotionally like no other.
• Apple
– Taking the complexity and make everything simple
enough, so that everyone will be part of the future.
#FUTUREM

9. #FUTUREM
TV Print
Radio Outdoor

10. #FUTUREM
Social
Media
Smart TV
2nd Screens
Wearables
Glasses

11. The GRAMMY Brand GRAMMY
• & The Recording Academy
#FUTUREM
Telecast Trusted
Voting
Process
“GRAMMY
Moments”
Membership
of
Professional
Musicians
Archiving
&
Preservation
Philanthropy
Best
Music
Glamour
&
Fashion
Musical
Diversity
Live
Youth
Outreach
Ultimate
Musical
Achieve-ment

12. A Rising Tide Lifts all Boats
• Brand Stewards
• Increase brand relevance & resonance
• Re-enforce prestige and integrity
• Expand reach beyond 1 night
• Personalize and humanize
#FUTUREM

13. GRAMMY Brand Promise
• To touch peoples’ lives through music, and re-enforce
music’s relevance
GRAMMY Brand Position
• Celebrating Music!
#FUTUREM

14. Establish Trust
• Proactive 365-day-a-year strategy to
surround the music conversation
– Innovative Marketing Communication
#FUTUREM
• Partnerships
• Social/Digital
• Content

15. Data
• Questions to ask
– Share of voice across platforms
– Increasing organic search
– Seeking the optimal content mix
#FUTUREM
• Quantity of videos posted? What videos are most engaging?
– More effective posts
– The most activity during the telecast & how do we best amplify?
• Our audience?
– Demographics
– Psychographics

16. #FUTUREM
Social
Platforms
Music
Sites
Blogs &
Fan
Sites
Content
Traditional
Media
Partnerships
Engagement
A Conversation

17. Stoking The Conversation
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Internal External

18. What’s at Stake?
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19. Consistent Conversation
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20. Consistent Conversation
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21. Partnerships – Year-Round Digital Activation
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22. GRAMMY Concerts
• Digital Distribution
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23. Partnerships
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24. Partnerships
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25. Digital Music Platforms
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26. Social TV
• GRAMMY Live
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27. Festivals
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28. #FUTUREM

29. 50th GRAMMYs – ‘The Next 50 is Here’
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30. #FUTUREM

31. 52nd GRAMMYs – ‘We’re All Fans’
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32. #FUTUREM

33. 56th GRAMMYs – ‘Music Unleashes Us’
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34. #FUTUREM

35. #FUTUREM

36. #FUTUREM

37. #FUTUREM

38. Results – A defined strategy consistently applied
• Ratings
– 29MM Viewers (up in all demos & 2nd largest audience in 20+ yrs)
• GRAMMY Live
– 4.75MM+ Viewer Sessions
– 905K+ Uniques
• Social
– 34MM+ GRAMMY Social Interactions
– 99% Positive Sentiment
– 199 Top Twitter trends during GRAMMY telecast
– 172K Peak Tweets/minute during GRAMMY telecast
– 6MM+ Friends/Fans/Followers
#FUTUREM

39. #FUTUREM
Perception
Reality

40. Digital Marketing & The GRAMMY Brand
# F U T U R EM
EVAN GREENE
CMO, The Recording Academy
@hopeandchange