(cont.)

LIVE NATION

Mireille BoutinTamar FriezeRoss Hanson

Joseph PlummerAmir Samakar

Sept. 2012Babson College

Live Nation leverages social media to connect with its customers

Content

CommunityCollaborative Platforms

• Listen– Social metrics

• Learn– Crowdsourcing

• Reviews from users

• Voting for ….• Giveaways

• User-generated• Videos• Giveaways

• Mass collaboration

• Word-of-mouth• Followers/fans

LiveNation Last.Fm Songkick BandsintownScanning personal music library for customized information & results

Manual input of favorite artists and venue.

Scrobbler - automatically scans personal music library to create personalized recommendations: custom radio stations, track favorite artists, recommend artists, purchase music, know who is in concert.

Automatically scans library to track favorite artists to know when they are on tour.

Automatically imports libraries via Pandora or Last.fm to customize. Or manually input from list of artists.

Radio stream & music purchase

No radio streams, no live concert streams, no ability to purchase music.

Radio stream of favorite and suggested artists based on your existing library. Can purchase music through a number of legal download formats (i.e. itunes, amazonMP3, 7digital, etc.)

N/A N/A

Live concert feeds / content & community building

Only through Facebook. No feeds to website.

Can share music with friends, can comment and interact with online community of other fans, see who is on tour easily.

Can either purchase concert tickets, and if not on tour, can see live video, photos and commentary from the concert. Shared experiences through online communities.

People can post real time photos and commentary via twitter from live concerts.

What Competitors Do Better

Facebook Log-in

Facebook “likes”, not login.

Can log in via Facebook and can capture profile information automatically.

Can log in via Facebook and can capture profile information automatically.

Facebook app; heavily focused on social media for information.

Focus on mobile apps

Little to no focus on mobile apps.

Mobile apps available.

Mobile apps available. Can download concerts automatically into Outlook, Google Calendar, etc.

Mobile apps available.

Focused emails

History/impression of non-targeted “spam” feeling email.

Emails only about tracked artists in concert.

Concert Ticket – Best Prices

No sense of price comparison.

Cannot buy concert tickets through site.

Can buy tickets through site via Ticketmaster.

Can compare ticket prices.

LiveNation Last.Fm Songkick Bandsintown

What Competitors Do Better

Using Social Media to Achieve ObjectivesFacebook

Use Facebook as a platform for User Generated Content and customer engagement

Regional LiveNation Groups to push information about local events Connect back to special opportunity to download/purchase

exclusive live concert performances Twitter

Use Twitter as a method of generating hype and conversation around events. Live Twitter conversations with artists promoting new tours Live Twitter feeds from artists before and after performances Live Twitter feeds from concerts with VIP Package incentives/prizes to

encourage community Connect with radio stations to promote events

Can tap into Twitter feeds from Live Nation Can promote conversations and contest opportunities

Using Social Media to Achieve ObjectivesFoursquare

Generate venue-based hype and loyalty YouTube

Capture the experience of events with embedded deals in the videos

Create a platform for user-generated content. Live Nation YouTube channel streaming video from live

concerts Blogs

Partner with well-established, well-respected bloggers Offer VIP deals to valued, thought-leading customers Stream music from live concerts as teasers to other

social media mediums

How to Utilize Ticket Transaction Data

Database Recommender System

Targeted Ads

Album & Event Ideas

Marketing Mix

User

Artist Manager

VenueOperator

Ticket & Merchandi

se Sale

Album Productio

n

Event Planning

Available Data Set

Ticket Transactio

nDatabase

User

Facebook Friends

Purchase Time &

date

Artist

Songs

Genre

Venue

Location

Time & Date

Seat

Sold Tickets %

Price

Recommender System

Hybrid System

Collaborative filtering

Content-based filtering

Different Types of Recommendation

UserVenueArtist

Date & TimePriceSeat

Artist Manager

Song

Album

Tour Plan

Venue Operator

Date & Time

Pricing

ArtistMerchandis

e