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Live Nation Digital Strategy
- 1. LIVE NATION DIGITAL STRATEGY ADV 420 Final Presentation Hannah Szalay
- 2. WHAT IS LIVE NATION? Live Nation Entertainment is an American-based live events company that focuses on worldwide concert tours and entertainment events Formed from the merger of Live Nation (which was just a ticket promoter) and Ticketmaster Currently has 484k followers on Twitter, 158k followers on Instagram, and 2.9 million likes on Facebook TARGET AUDIENCE Music lovers between the ages of 16 and 26 More likely to target demographics with higher incomes due to the priciness of concert tickets Can target specific demographics for specific shows
- 3. SOCIAL MEDIA Already used very effectively by posting a lot of concert photos and original video content Future ideas... Implement more artist takeovers documenting “a day in the life” on tour Work with more social media influencers to connect with new followers and create deeper connections with previous ones In my opinion, Live Nation does their best social media work here Does a great job at replying to tweets, also does a great job at spreading information effectively Future ideas… More contests for tickets and other special opportunities because this is the most loyal group of followers Successfully reaches the slightly older Facebook demographic Has A LOT of likes (over 2 million) Lots of room for growth and innovation Much more personal, love when artists do takeovers
- 4. VIRTUAL REALITY: A DIGITAL BREAKTHROUGH Technology’s “next big wave”, virtual reality, is being called the future of digital marketing and here’s why: ◉ Goldman Sachs projected that in an optimistic scenario, total VR revenues by 2025 will be $182 Billion, with VR hardware becoming a bigger market than TV. (January 2016) ◉ Greenlight VR put out a survey to 1,300 adults and it found that 71 percent think that virtual reality makes brands seem "forward-thinking and modern." Fifty-three percent of respondents said they'd be more likely to purchase from a brand that uses VR than from one that doesn't. (July 2016) Here is how Live Nation is currently using virtual reality as tool for digital marketing: ◉ Collaborated with online streaming service Hulu to create a virtual reality show called ‘On Stage’, which premiered in January 2017. The show provides a close look into artists lives and their careers. ◉ Teamed up with Citi and NextVR to launch a limited series of virtual reality concert events, which has since done one VR concert and has announced a second since it’s launch in early 2017.
- 5. LOOKING AHEAD: VR STREAMING SERVICE Live Nation’s current use of virtual reality puts them one step ahead of most other brands when it comes to innovative ways to implement VR into their digital strategy, but I believe they can go even further Virtual reality concert experiences are still very new, but Live Nation is already paving a road to success on a smaller scale for events like this In the future, they could create an online streaming service that is completely their own where they can stream concerts in virtual reality as well as exclusive interviews and other behind the scenes content This would create a personal relationship between the audience and Live Nation’s brand because of how immersive it would be
- 6. desktop website User friendly and simple Home page highlights the most popular tours currently on sale as well as newly announced tours and trending tours Search function is very easy to find, which is important for a website that sells tickets to events Could be used by someone who might not know how to use a computer that well Comes up in the top results when doing a Google search for ‘concert tickets’ Their home page also links to a site called Live Nation TV which is a news / updates website ‘by the fans, for the fans’.
- 7. Place your screenshot here Place your screenshot here live nation mobile app Available in the App Store and on Google Play One star rating in the App Store Slightly outdated and hard to use Has a feature where you can order food from a venue while you are seeing a show there live nation mobile website Similar layout and design to the desktop website Extremely easy to navigate Modern and sleek design Allows you to log in and view your tickets and account Includes the latest music news if you keep scrolling down The mobile app should be redesigned to function more like the mobile website. This mobile website is user-friendly, which is very important.
- 8. Search Engine Marketing Live Nation is currently doing great search engine marketing and has Google ads on for ‘concert tickets’ and other keywords ONLINE ADVERTISING Online Advertisements Display ads work best on Youtube for Live Nation because of how much music content people are consuming Could improve the use of social media ads on Twitter, Instagram, and Facebook by using original content from artists to promote the concerts as well as their socials
- 9. EMAIL MARKETING One of Live Nation’s current greatest digital strengths is their inbound marketing, specifically email marketing Each week, Live Nation sends subscribers an email highlighting shows that are curated to personally fit each user’s music taste These email newsletters are extremely detailed and provide all the information you would need to know about each show on the personalized event listing This is an underrated but extremely effective and easy digital marketing strategy that sets Live Nation apart