Advanced Marketing: Data, Loyalty & CRM

How Universal Music uses Social Graph Fuelled RTB and Personalisation –

Creating and Amplifying Buzz

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We’re a music company, what do we know about eCommerce… right?

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Over the last two years we’ve created a platform for our artists that gives us next generation presence

by using social graph dataPresence across Integrated with

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1. Capture social graph data to understand the user2. Incentivise fans to engage with the sites by

building a loyalty program3. Create a personalised experience to drive

conversions

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1. Capture social graph data to understand the user2. Incentivise fans to engage with the sites by

building a loyalty program3. Create a personalised experience to drive

conversions

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What’s the best way to the treasure trove of consumer social graph data?

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Capturing the data!

Using SSO tools like Janrain, we allow users to easily connect with the artist sites with their favourite social platforms.

Once connected, we pull the social graph data and bridge their music/artist preferences with our local DB

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What do we do with the data once we have it?

By partnering with vendors like The Appreciation Engine, we’ve built a local database in their system of all the Universal artists.

Once a user connects to the site with their social platform(s), we pull all of their interests and merge it with our database in The Appreciation Engine.

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How do we start to build a profile about the consumer?

Once we’ve sent the social graph data to The Appreciation Engine, we create an artist Affinity Score for each UMA/EMI artist the consumer interacts with.

The more the consumer interacts with the artist, the higher their Affinity Score is with that particular artist.

We then generate an Affinity Score for each artist and pass this information back to our Personalisation Engine

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We’ve collected the data, now what?

We’ve filtered through their social graph data, we’ve compiled our Affinity Scores for each of Universal artist, now we want to use this information… where does it go?

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Maximise the benefit of this big data!

We use it for personalisation by passing it to our Profile Builder!

Partnering with SmartFocus we send this social graph data to their profile builder and marry it with the consumers on-site behaviour.

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1. Capture Social Graph Data to understand the user2. Incentivise fans to engage with the sites by

building a loyalty program3. Create a Personalized experience to drive

conversions

#retailer2014

Gamification schemeEncouraging visitors to connect, share, contribute and buy

through an incentivised points program

For Universal, it was easy for us to create a gamification scheme that not only benefited our marketing efforts, but also benefited the consumer.

Consumers want to share, they want to see their shares interacted with, so we give points for every interaction the user can make on the site.

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Gamification schemeEncouraging visitors to connect, share, contribute and buy

through an incentivised points program

To further engage with the consumer, to get them to be our social advocates, we’ll use a profile tracker that shows them their progress towards a complete profile and ways they can gain more points… and ultimately FREE stuff!

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Gamification schemeEncouraging visitors to connect, share, contribute and buy

through an incentivised points program

But this isn’t to just give away product!

We offer more points, a lot more points, if users connect more of their social profiles.

Not so we can auto-spam content on their walls or feeds, but so we can UNDERSTAND more about them via their Social Graph data and offer them targeted marketing catered to their likes… Not what we think they’ll like.

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Leveraging the consumers competitive spiritAs human beings, we’re competitive by nature, so why not use this to our benefit

As consumers are interacting with the site and gaining points, start to track their progress and create a leaderboard of the top fans for each artist….

Because after all, who doesn’t like to be #1… even more so the #1 Fan!

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Making the artist site the artist home with direct relationships as the foundations of campaigns

Engage the consumer to keep returning

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Monetising social

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Utilise social listening to reward off-site behavior

As consumers start to share, pin, post, promote the content and product items on the sites, we utilise Social Listening to know when they are hashtaging specific keywords, stream songs on their favorite streaming service, or promote content on a social platform.

But again we don’t just listen, we reward it! The more points we can give to a user for their normal, every day social behavior, the better advocates they become for us.

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Great example was the Eminem Slim’s Pickins Game

http://slimspickins.eminem.com/

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1. Capture social graph data to understand the user2. Incentivise fans to engage with the sites by

building a loyalty program3. Create a personalised experience to drive

conversions

#retailer2014

We’ve bridged the Social Graph Data, we’ve created our Affinity Scores, we’ve engaged the user to interact with the site and earn points, now it’s time to put all that together with the rest of their on-site behavior and create one hell of a profile about them, as a consumer and social advocate.

Building their Personalized browsing experience

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Using Magento and SmartFocus, we track and keep records of the consumers on-site behavior including:•Category Browsing•Site Searches•Product Viewing•Adds to their Wishlist•Adds to the cart•Purchases

Building their Personalized browsing experience

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Using proven mechanisms to build direct and engaged relationships!

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Leveraging consumer insights and analytics to understand our fans, we can plan campaigns more effectively

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Dynamic display & FacebookShowing products and adverts based on this information

Now that we have all this rich consumer data to work with, we can pass it on to 3rd party retargeting programs such as Criteo and RocketFuel.

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Trigger-based messaging Automated and personalised programs with a content calendar for every artist

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Personalised experienceShowing products and adverts based on this information

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1. Capture social graph data to understand the user2. Incentivise fans to engage with the sites by

building a loyalty program3. Create a personalised experience to drive

conversions

#retailer2014 #magento #wordpress #janrain #TheAppE #sweettooth #SmartFocusWorld #criteo #rocketfuelinc #travelingwebguy

Thanks