1. 1. Lee Hammond | Interscope Records // Universal Music GroupIDENTITY-DRIVEN DIGITAL MARKETING 1
2. 2. 2008 RPX (Engage) 1 Business Unit Interscope 3 Artist Sites 6 Identity Providers 1 Content Management System (CMS)2
3. 3. 2011 Janrain User Management Platform (JUMP) 1 Business Unit Interscope50 Artist Sites 6 Identity Providers 1 CMS Platform3
4. 4. 2013 JUMP + Fusion 10 Business Units Interscope, Island, Capitol, Virgin US, UK, Canada, Australia300+ Artist & Label Sites Eminem, Lady Gaga, Justin Bieber, Katy Perry 10 Identity ProvidersInstagram, Tumblr, SoundCloud 3 CMS Platforms 2 Email Service Providers (ESP) 1 Engagement Platform 1 Social Scoring Service4
5. 5. UMG Direct Marketing Technology5
6. 6. Interscope Direct Marketing Vendors6
7. 7. Adobe Marketing Cloud 7Omniture DayLife/CQ NeoLane Demdex
8. 8. Social Single Sign-OnJANRAIN8
9. 9. Transactional Data Is Captured By Retail Partners9
10. 10. Engagement Data has moved from Owned to Social Media LadyGaga.com10vs.@ladygaga
11. 11. Social Unlocks Engagement and Transactional Data Likes Lady Gagas Page Mentions Lady Gaga Listens to Lady Gaga on Spotify Follows @LadyGaga Mentions @LadyGaga ReTweets @LadyGaga Favorites Lady Gaga Video Watches Lady Gaga Video Subscribes to Lady Gaga Channel11
12. 12. Site FactoryACQUIA12
13. 13. Acquia Cloud Site Factory and UMG13
14. 14. Digital Experiences as a Service14
15. 15. Configure Site Features with Ease15
16. 16. Rapidly Deploy Sites Without Coding16
17. 17. Socially Integrated Engagement PlatformLIVEFYRE17
18. 18. Socially Integrated Marketing Experiences18
19. 19. Social Campaign Results#ApplauseVid819 SocialLoudest Fan Registration Results9K Anonymous Participants3K Registered Users50K #ApplauseVid819 Posts7K #ApplauseVid819 Posts19
20. 20. Loudest Fan Announced the Video20
21. 21. Social Scoring. Analysis and Gamification.APPRECIATION ENGINE21
22. 22. Social Data is a Big Data Problem Finding the Signal is hard.22
23. 23. What Social Signals Matter to UMG23
24. 24. Gamifying Social Actions24
25. 25. Artist Crossover for #Applause819 Users AugustLana Del Rey 12% ZEDD 14% Miley Cyrus 15%Katy Perry 26%Demi Lovato 17% Cher 16%25September Cher 10%Azealia Banks 18%Katy Perry 19%Rihanna 33%ZEDD 20%
26. 26. AE Writes Scores Back To Janrain Capture26
27. 27. Email Automation and PersonalizationEXACT TARGET27
28. 28. Social Scores Syncd to Exact Target28
29. 29. Non-Targeted Email Performance Unique Open Rate: 7% Unsubscribe Rate: 0.1% Non-Targeted Batch & Blast Content Heavy, 20+ Promoted Items29
30. 30. Will.i.am Scream & Shout Remix Video Unique Open Rate: 16% Unsubscribe Rate: 0% Targeted Twitter Followers of: 30Will.i.am Britney Spears Lil Wayne Diddy
31. 31. Great Gatsby : Nero Into The Past Unique Open Rate: 57.1% Unsubscribe Rate: 0% Targeted: 31Social Scores against Nero Social Scores against Great Gatsby Movie and #greatgatsby
32. 32. Great Gatsby : The XX Together Unique Open Rate: 66.7% Unsubscribe Rate: 0% Targeted: 32Nero Social Scores Great Gatsby Social Scores
33. 33. Florence + Machine: A Tale of 3 ClickersGoogle + Login on LadyGaga.com Watched Florence + Machine on YouTubeFacebook Login EllieGoulding.com Listened to Florence + Machine on SpotifyTwitter Log-in on Interscope.com Followed Florence + Machine on Twitter33
34. 34. Increase Frequency via Content Triggers Publication of new content and offers trigger highly targeted sends 34Concert DatesMusic Videos Album/Single Releases Merchandise
35. 35. An Ecosystem with Customer Identity the CenterInternal ServicesExternnal ServicesSocial NetworksMusic ServicesFacebook Twitter Google+ Mixi RenRenSoundCloud Spotify RDIO Deezer BeatsMusicPayPal AmazonUniversal Music Customer AccountESP ExactTarget ViceVersa NeoLane35CommerceCMSECOMDrupal Wordpress MobileRoadie Umbraco EpiServerBravado/MusicToday Generatr Venda DemandWare Magento
36. 36. Lee Hammond | Interscope Records // Universal Music GroupIDENTITY-DRIVEN DIGITAL MARKETING SUITE. SWEET. 36