How Sony Music Hardwired Fans And Followers Into Its Business?

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How Sony Music Hardwired Fans & Followers Into Its

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ad:tech London 2012 How Sony Music Hardwired Fans And Followers Into Its Business? Martin Vovk, Insight Manager, Sony Music Tom Hoy, Senior Consultant, Promise

Transcript of How Sony Music Hardwired Fans And Followers Into Its Business?

  • 1. How Sony MusicHardwired Fans& Followers IntoIts Businessad:tech / September 2012

2. Million 3. We onlyrealised wehad anaudiencewhen theystartedstealingfrom us 4. First weopen a bottle of tequilathen we light a doobie 5. The digital revolution has turned ourbusiness modelupside-down and forced us tothink about our 6. The first step was creating a segmentationHardwiring Fans & Followers | slide 6 7. The Sony Music SegmentationHardwiring Fans & Followers | slide 7 8. But the audiencestill didnt feelalive in theorganisation 9. so we createdSony Music Backstage 10. Sony Music Backstage supports 3 business objectives Better products & More effectiveMore audienceservicesmarketing focussed cultureHardwiring Fans & Followers | slide 10 11. How we have created better products and servicesProject Phoenix: how do we sell more back catalogue digitally?Hardwiring Fans & Followers | slide 11 12. How we have created better products and servicesProject Phoenix: Music that takes you to a better placeINSIGHT 1INSIGHT 2 INSIGHT 3Catalogue purchases areOnce you buy one track,There are no online triggered by fond youre very likely to buy a discounts to speak of memories secondHardwiring Fans & Followers | slide 12 13. How we have created better products and servicesProject Phoenix: Music that takes you to a better placeHardwiring Fans & Followers | slide 13 14. How we have created better products and servicesProject Phoenix: Music that takes you to a better placeHardwiring Fans & Followers | slide 14 15. How we have created better products and services Other evidence of strategic impact Developed aEstablished new new D2C Created a new 3creative strategy (selling tier pre-ordering guidelines for directly through strategy music videos artist websites)Hardwiring Fans & Followers | slide 15 16. How we have created more effective marketing effective marketingHardwiring Fans & Followers | slide 16 17. How we have created more effective marketing effective marketingHardwiring Fans & Followers | slide 17 18. How we have created more effective marketingHow we have created more effective marketingHardwiring Fans & Followers | slide 18 19. How we have created more effective marketing Sony Music Backstage hasinputted on more than 100 releases since itslaunchHardwiring Fans & Followers | slide 19 20. How we have created more audience focused cultureHow a more audience focused cultureHardwiring Fans & Followers | slide 20 21. How we have created more audience focused cultureHow a more audience focused cultureHardwiring Fans & Followers | slide 21 22. The digitalrevolution hasbeen a blessing indisguise! 23. Hardwiring Fans & Followers | slide 23 24. Benefit 2: Develop ideas iterativelyHardwiring Fans & Followers | slide 24 25. Hardwiring Fans & Followers | slide 25 26. Hardwiring Fans & Followers | slide 26