FutureM 2014 Keynote - EVAN GREENE, CMO, The Recording Academy (The GRAMMYs)
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#FUTUREM Keynote #FUTUREM Evan Greene @hopeandchange CMO The Recording Academy
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FutureM 2014 Speaker: Evan Greene (@hopeandchange) Chief Marketing Officer, The Recording Academy DIGITAL MARKETING & THE GRAMMY BRAND During his keynote address, Evan Greene will share insights on the increasingly important role data plays in experiential brand marketing. In addition, he’ll discuss the ways digital and social have contributed to the success of the evolving GRAMMY brand. This includes a dynamic social strategy, a focus on the production of innovative content programs, relationships with social platforms, as well as partnerships with relevant music sites including (but not limited to) Spotify. Pandora, Shazam, and iTunes. These coordinated efforts help keep the GRAMMY brand relevant and connected to its core audience during the other 364 days of the year.
Transcript of FutureM 2014 Keynote - EVAN GREENE, CMO, The Recording Academy (The GRAMMYs)
- 1. Evan Greene@hopeandchangeCMOThe Recording Academy# F U T U R EMKeynote# F U T U R EM
2. Digital Marketing & The GRAMMY Brand# F U T U R EMEVAN GREENECMO, The Recording Academy@hopeandchange 3. #FUTUREM 4. Digital Marketing & The GRAMMY Brand Authenticity Building Brand Success#FUTUREM 5. Trust Brands that establish trust set themselves apart#FUTUREM 6. #FUTUREMConnectingBrand ConsumerAuthenticity Trust Community 7. Discovery Community Share-ability#FUTUREM 8. Brand Promise Virgin To be genuine, fun, contemporary, and different ineverything we do at a reasonable price. The NFL To be the premier sports and entertainment brand thatbrings people together, connecting them socially andemotionally like no other. Apple Taking the complexity and make everything simpleenough, so that everyone will be part of the future.#FUTUREM 9. #FUTUREMTV PrintRadio Outdoor 10. #FUTUREMSocialMediaSmart TV2nd ScreensWearablesGlasses 11. The GRAMMY Brand GRAMMY & The Recording Academy#FUTUREMTelecast TrustedVotingProcessGRAMMYMomentsMembershipofProfessionalMusiciansArchiving&PreservationPhilanthropyBestMusicGlamour&FashionMusicalDiversityLiveYouthOutreachUltimateMusicalAchieve-ment 12. A Rising Tide Lifts all Boats Brand Stewards Increase brand relevance & resonance Re-enforce prestige and integrity Expand reach beyond 1 night Personalize and humanize#FUTUREM 13. GRAMMY Brand Promise To touch peoples lives through music, and re-enforcemusics relevanceGRAMMY Brand Position Celebrating Music!#FUTUREM 14. Establish Trust Proactive 365-day-a-year strategy tosurround the music conversation Innovative Marketing Communication#FUTUREM Partnerships Social/Digital Content 15. Data Questions to ask Share of voice across platforms Increasing organic search Seeking the optimal content mix#FUTUREM Quantity of videos posted? What videos are most engaging? More effective posts The most activity during the telecast & how do we best amplify? Our audience? Demographics Psychographics 16. #FUTUREMSocialPlatformsMusicSitesBlogs &FanSitesContentTraditionalMediaPartnershipsEngagementA Conversation 17. Stoking The Conversation#FUTUREMInternal External 18. Whats at Stake?#FUTUREM 19. Consistent Conversation#FUTUREM 20. Consistent Conversation#FUTUREM 21. Partnerships Year-Round Digital Activation#FUTUREM 22. GRAMMY Concerts Digital Distribution#FUTUREM 23. Partnerships#FUTUREM 24. Partnerships#FUTUREM 25. Digital Music Platforms#FUTUREM 26. Social TV GRAMMY Live#FUTUREM 27. Festivals#FUTUREM 28. #FUTUREM 29. 50th GRAMMYs The Next 50 is Here#FUTUREM 30. #FUTUREM 31. 52nd GRAMMYs Were All Fans#FUTUREM 32. #FUTUREM 33. 56th GRAMMYs Music Unleashes Us#FUTUREM 34. #FUTUREM 35. #FUTUREM 36. #FUTUREM 37. #FUTUREM 38. Results A defined strategy consistently applied Ratings 29MM Viewers (up in all demos & 2nd largest audience in 20+ yrs) GRAMMY Live 4.75MM+ Viewer Sessions 905K+ Uniques Social 34MM+ GRAMMY Social Interactions 99% Positive Sentiment 199 Top Twitter trends during GRAMMY telecast 172K Peak Tweets/minute during GRAMMY telecast 6MM+ Friends/Fans/Followers#FUTUREM 39. #FUTUREMPerceptionReality 40. Digital Marketing & The GRAMMY Brand# F U T U R EMEVAN GREENECMO, The Recording Academy@hopeandchange
