Social Networks Guideline Through The Power of Music - Universal Music Group & Brands
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The document discusses the significance of social networking and digital engagement in modern marketing, emphasizing the importance of rich content, audience interaction, and the use of platforms like Twitter and YouTube for brand promotion. It highlights strategies such as creating fan engagement, responding to customer feedback, and utilizing contests to build brand loyalty and awareness. Overall, effective use of social media can lead to increased traffic, customer retention, and enhanced brand image.
Social Networks Guideline Through The Power of Music - Universal Music Group & Brands
- 1. Copyright © 2013 Universal Music Ltd. 1
- 2. 2 Copyright © 2013 Universal Music Ltd.
- 3. 1 1. Most Popular online activity worldwide 2. All Age Groups use social networking today – not only young people 3. For digital natives, it is a normal mean of socialization 4. Mobile Devices are fueling the social addiction 5. Micro-blogging* has emerged as a disruptive new force in social networking 3 Copyright © 2013 Universal Music Ltd. *Micro-blogging: Twitter like services
- 4. 4 Create engagement between the brand and new audiences Meet Acquisition’s Objectives Enhance or change brand image Increase website traffic Increase customer loyalty Increase brand awareness Copyright © 2013 Universal Music Ltd.
- 5. 5 Copyright © 2013 Universal Music Ltd.
- 6. 6 Adding all of the company’s pages to each Favourite Pages section helps recirculate its fans and create an association between one product or brand and the umbrella company. Promote the fan pages on Universal Music local websites, local platforms & associated brand websites. Pages that are updated multiple times a day have more fans and likes than pages updated on a daily basis. Text updates alone don’t inspire fans long term and won’t make a page look compelling. The pages that do include rich content types have an average of 19 times more fans than the pages that don’t. Copyright © 2013 Universal Music Ltd.
- 7. 7 Don’t post too many brand messages. Don’t lock your Facebook page! 97% of the pages allow fans to post text-based messages on the wall, and 57% of them let fans post photos or videos too. The ability to discuss content is at the heart of social applications. It can be about the brand or broad questions that can easily be answered by a majority of the fans. Ex: Chiclets sent a kit with gifts to make influencers talk about the contest on the social media This allows a sub community to establish itself among the fans, fostering deep engagement that keeps the most loyal fans returning to the page. Copyright © 2013 Universal Music Ltd.
- 8. 8 Announce exclusivities in advance Follow an event minute by minute The Hashtag “#”: is used to mark keywords or topics in a Tweet. It relates your post to the topic mentioned The “@”: the "@" sign followed by a username is used for mentioning or answering to other users Retweet: you can share the post of another user by using “Retweet” and other users can do the same Try to be “retweeted” as much as possible Drive people toward your YouTube channel, Facebook pages, contests, exclusive contents via your twitter account It can be about the brand or broad questions that can easily be answered by a majority of the fans. Copyright © 2013 Universal Music Ltd.
- 9. Emma’s exclusive message for Hyundai 9 Psy’s YouTube channel design The viewer skips from a video to another very fast: you have to retain their attention with original content. Have weekly updates to make the viewer come back on your page You can add a message at the end of the video like “Come back next week to see the new clip of…” Make a very differentiated YouTube channel Ex: Skype session with David Bisbal posted on Facebook resulted in lots of fans comment Copyright © 2013 Universal Music Ltd.
- 10. Remain vigilant about everything that is written on your brand or activity • Subscribe to a Google Alert on specific key words • Use Radian6, a Marketing Cloud that monitors whatever mentions your brand or activity React promptly • A lot of people think they are not heard and conversations can escalate quickly • Show the customer that their problem is taken into account. Don’t cancel bad comments Put yourself in the customer’s shoes • The customers don’t care about what causes their problems • Apologize when you are wrong • Propose solutions instead of finding excuses Don’t fuel the troll*: some people are just posting bad comments to harm a brand’s name and every interaction fuel their behavior. • Ignore them • If their comments are perfectly groundless, prove them wrong with actual facts Be discreet • A public forum is not the most appropriate place to solve a complex issue • Propose to the dissatisfied customer to continue the discussion on a more appropriate support (phone, email, online support forum) * Troll = person who participate in a debate on a forum in order to fuel a controversy or more generally to disturb the balance of a community 10 Copyright © 2013 Universal Music Ltd.
- 11. 11 Copyright © 2013 Universal Music Ltd.
- 12. Copyright © 2013 Universal Music Ltd. Source: http://fanpagelist.com/category/celebrities/ and http://twitaholic.com/ 12
- 13. Copyright © 2013 Universal Music Ltd. Source: http://www.metro.us/boston/entertainment/2013/05/10/psy-brings-gangnam-style-to-harvard/ 13 The most-viewed video in the online service’s history, with a global following and nearly 1.6 billion views (May 2013) Gentleman” received more than 20 million hits in the first 24 hours after its release in April 2013, easily beating the previous record of 8 million views for Justin Bieber’s “Boyfriend” in the first 24 hours
- 14. Copyright © 2013 Universal Music Ltd. Source: http://www.ounewsbureau.com/?p=4620. *13/05/13 14 In 2012 alone, “Gangnam Style,” “Call Me Maybe,” “Somebody That I Used To Know,” “Sexy and I Know It” and “We Are Young” generated more than a billion views in parody videos. Mitt Rommney Style parody: +47 million views* Kim Jong Style parody: +32 million views* Somebody that I used to know WOTE parody : +15 million views* Some Study That I Used to Know: +6.1 million views* Sexy and I’m Homeless: +17.8 million views* Santa and I Know It: +14.4 million views*
- 15. Copyright © 2013 Universal Music Ltd. Source: http://www.ounewsbureau.com/?p=4620. *13/05/13 15 Music in marketing isn’t just a passive background: whether it’s attention grabbing or supporting your message it still communicates. Music speaks to our emotions, brings people together and starts conversations. Music provides not just a personal relationship, but a long-term loyal behaviour as well by offering emotions, experiences, exclusivity and engagement. Music is able to differentiate the brand itself from the competitors.
- 16. Facebook contest through Chiclets Facebook’ s page: • Participate to a contest to win a Fan Pack with 2 tickets for Justin Bieber show in NYC and a Meet & Greet • Contest Concept: Tell your friends why you should attend the JB show and ask them to like your answer • In order to like, one must like Chiclets Facebook page first • Justin Bieber: huge pool of fans among the 13-17 (Chiclets’ target) • Chiclets: very popular brand among the youngsters • Chiclets Facebook Page: a lot of content & interactions with the customers Kit with Chiclets products was sent to 80 public influencers between 13-17 years old with a large base of followers on social networks to create buzz 16 Copyright © 2013 Universal Music Ltd.
- 17. 17 www.universalmusicandbrands.com universalmusicandbrands@umusic.com Copyright © 2013 Universal Music Ltd.