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youPIX 2014: Como engajar consumidores através da música?

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A música move o jovem! Como é para uma marca engajar os consumidores através de descobertas musicais? Ao entender os comportamentos e a psicologia por trás dos hábitos musicais dos jovens, as marcas podem ser tornar importantes influenciadoras desse grupo através de curadoria e narrativas musicais. Nessa palestra, Gary Liu (Diretor do Spotify Labs) dá insights sobre como e porque as pessoas ouvem música e qual impacto que isso tem na maneira como elas agem e pensam. Além disso, ele ensina como marcas podem começar conversas valiosas e verdadeiras com seus consumidores, se transformando em tastemakers que poderão transformar a maneira como as pessoas encontram e se apaixonam por música.

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youPIX 2014: Como engajar consumidores através da música?

  1. 1. @garyliu #youPIX Musical Tastemakers
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  8. 8. “Royals” Milestones on Spotify in 2013 Source: Confidential Spotify internal data, Q1-Q3 2013
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  12. 12. 14 x music and the brain music and the user become a Tastemaker
  13. 13. 15 Prefrontal Cortex Amygdala Hippocampus
  14. 14. 16 1. Hippocampus: Music and Memory Dr.Amee Baird Dr. Severine Samson “Music is an effective stimulus for eliciting memories, and may be beneficial in the rehabilitation of autobiographical amnesia.” “Music was more efficient at evoking autobiographical memories than verbal prompts across each life period.” Neurological Rehabilitation, 2014
  15. 15. 17 Cameroon 2.Amygdala: Music and Emotion Dr. Thomas Fritz “Both Mafa and Western listeners showed an ability to recognize the three basic emotions … above chance level. “This finding provides the first solid evidence for a universal human ability to distinguish basic emotions in music.” ScienceNews, 2009
  16. 16. 18 Dr.Adrian North Dr. David Hargreaves “Brands with music that fit their identity are 96% more likely to be recalled than those with non-fit music or no music at all.” “Respondents are 24% more likely to buy a product with music that they recall, like and understand.” Teclamusic.com2013 “90% of customers like having music in-store, where 60% said that music made them stay in-store for longer.” 1 In-store music has “the capacity to increase gross sales by 38.2%.” 2 1: Gallup Organization, 2007 2: Journal of Marketing, 2007 3. Prefrontal Cortex: Music, Recall, and Intent
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  18. 18. 20 1. Music is Contextualized in Moments
  19. 19. 21 Motivate Amplify Express Regulate Connect
  20. 20. 22 2. MusicActivity Reflects Life
  21. 21. 23 600k+ study playlists 1. Clair de Lune Debussy 2. Schuster VI Quartet in D minor 3. Bach Air on the G String 4. Beethoven Piano Sonata 09 5. Beethoven Ode to Joy
  22. 22. 24 Spotify Internal &Proprietary Data: US 2013 Saturdays July 4th
  23. 23. 25 13% 41% 39% 6% 1% 11% 24% 43% 15% 7% 1st to Try Among the 1st Early Majority Late Majority Last to Try Spotify Users General Population New Product Trial Social Influence 36% 26% 54% 44% Use Social Networks Daily 80% 54% YouGov Definitive Insights USAudience Profiling July2012, n=1600 3. Music Lovers are Influencers
  24. 24. 26 Watching Sharing Commenting YouGov Definitive Insights USAudience Profiling July2012, n=1600
  25. 25. 27 1. Music stimulates memories 2. Music conveys universal emotion 3. Music increases recall and intent 1. Music is contextualized in moments 2. Music activity reflects life 3. Music lovers are influencers
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  27. 27. Source: Confidential Spotify internal data, Q3 2013 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  28. 28. Source: Confidential Spotify internal data, Q4 2013 In Car At Home At Work Working Out Public Transit 17% of commuters listen to streaming audio in their car More than 42% of music listening at home is online 23% of users stream music online at work 22% of streaming music is during workouts 14% of streaming is done on public transit
  29. 29. 31 A meaningful musical identity
  30. 30. 32 3 easy steps to a meaningful musical identity
  31. 31. 33 Step 1 Ownamoment,anemotion,oranactivity Reebok decided to own the inspirational workout
  32. 32. 34 Step 2 Sharegreatmusicforthatmoment,emotion,oractivity Reebok decided to own the inspirational workout Reebok asked famous athletes to curate workout playlists
  33. 33. 35 Step 3 Makeconsumersreturnandaskformoregreatmusic Reebok decided to own the inspirational workout Reebok helps consumers create unique workout playlists Reebok asked famous athletes to curate workout playlists
  34. 34. 36 .34% Avg CTR .26% Avg CTR + 60% + 33% + 100% + 22% + 59% + 52% Spotify Internal & Proprietary Data, 1H 2013
  35. 35. 37 Auto Case Study
  36. 36. 38 Entertainment Case Study 3,000+ hours of listening and, counting … average user engagement 17.3 mins
  37. 37. 39 Tech Case Study
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  39. 39. What is your musical identity?

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