Live Nation's digital strategy aims to build community around music to sell concert tickets and experiences. They will create pre-event and post-event content sharing pages for ticket buyers to share stories and photos with other attendees to foster connections. Live Nation will also run contests on social media to engage fans and award gift cards for future purchases. The goal is for Live Nation to be more than just a ticket seller by promoting the sense of belonging and community that music creates.

1. One Nation
Under Music
LIVE NATION Digital Strategy
Created by Sam Blanken

2. Live Nation Overview
• Owner of Ticketmaster
• Purpose to sell tickets to live shows
• Mostly concerts, but also:
• Comedy shows
• Ice skating tours
• Sporting events
• Music festivals

3. Target Audience
• Ages 16-26
• Most performing bands popular in this
age group
• Financial resources
• Interest
• Time

4. Key Performance Indicators
• Specific search words & phrases
• Location based
• “tickets”
• Measure success by recording:
• Search term abundance
• Clicks on ads/featured sites
• Purchased tickets
• Help customers find exactly what they are
looking for

5. “Big Idea” - Build Community
Around Music
• Integral part of concert appeal is
sense of belonging
• Being around others who “get” the music
the same way you do
• Capitalize on this pre- and post-event
• People can buy tickets anywhere, so why
should they choose Live Nation?

6. Pre-Event Tactics
• With ticket purchase confirmation,
link to specific content-sharing page
• i.e. “One Direction: Take Me Home Tour -
July 13, 2013”
• Everyone who bought tickets can
share news, photos, stories, etc. with
other attendees

7. Post-Event Tactics
• Continuation of content-sharing page
• Now can share photos and stories from the
event
• Contests
• Twitter, Pinterest, Instagram
• Ask for best photos/videos and award gift
cards towards future purchases

8. Budget
• $21,300 per month for six months
• PPC - $8,000
• Social Media - $6,000
• SEO - $4,800
• Content - $2,500
• Email, Mobile - $0

9. Conclusion
It’s not enough to simply sell tickets. It’s
not even enough to sell an
experience. Live Nation should be
selling the whole environment that is
built around every individual’s
personal taste in music. Live Nation
should sell the sense of community
that music creates.

10. Resources
• www.livenation.com
• www.ticketmaster.com
• http://promo.livenation.com/iphone/
• http://24.media.tumblr.com/tumblr_lolcqhuD831qbmhk0o1_1280.jpg
• http://gotmeghan.files.wordpress.com/2012/01/concert-audience-stock12141.jpg
• http://thelittlestwinslow.com/wp-content/uploads/2012/05/Concert-stock3112.jpg
• http://www.photographybrain.com/wp-content/uploads/2012/03/CONCERT-CROWD-_-Streetcod
• http://erikwibowo.com/wp-content/uploads/purple-concert.jpg
• http://upload.wikimedia.org/wikipedia/commons/c/c5/Taylor_Swift_during_Fearless_Tour_conc
• http://media.fan2.fr/article-1177861-ajust_614/des-ballons.jpg
• http://api.ning.com/files/f3b0PLHghvIpMqIgVxc6t-
Kn*SY1cdx5KDAO*T5fRP5yfpWY35kXItHRx0PbeSDqe7uRC28GPxyz81sgF3qEoJNKkHF
Q7XXB/concertEnriqueIglesias09099.jpg
• http://upload.wikimedia.org/wikipedia/commons/e/ed/Coldplay_concert_Zurich.jpg
• http://d2yex7fc50u2fe.cloudfront.net/images/events%20and
%20concerts/Concerts/Concert_TaylorSwift2.jpg