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FutureM 2014 Keynote - EVAN GREENE, CMO, The Recording Academy (The GRAMMYs)

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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.

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FutureM 2014 Keynote - EVAN GREENE, CMO, The Recording Academy (The GRAMMYs)

  1. 1. Evan Greene @hopeandchange CMO The Recording Academy # F U T U R EM Keynote # F U T U R EM
  2. 2. Digital Marketing & The GRAMMY Brand # F U T U R EM EVAN GREENE CMO, The Recording Academy @hopeandchange
  3. 3. #FUTUREM
  4. 4. Digital Marketing & The GRAMMY Brand • Authenticity – Building Brand Success #FUTUREM
  5. 5. Trust • Brands that establish trust set themselves apart #FUTUREM
  6. 6. #FUTUREM Connecting Brand Consumer Authenticity Trust Community
  7. 7. Discovery Community Share-ability #FUTUREM
  8. 8. Brand Promise – • Virgin – To be genuine, fun, contemporary, and different in everything we do at a reasonable price. • The NFL – To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other. • Apple – Taking the complexity and make everything simple enough, so that everyone will be part of the future. #FUTUREM
  9. 9. #FUTUREM TV Print Radio Outdoor
  10. 10. #FUTUREM Social Media Smart TV 2nd Screens Wearables Glasses
  11. 11. The GRAMMY Brand GRAMMY • & The Recording Academy #FUTUREM Telecast Trusted Voting Process “GRAMMY Moments” Membership of Professional Musicians Archiving & Preservation Philanthropy Best Music Glamour & Fashion Musical Diversity Live Youth Outreach Ultimate Musical Achieve-ment
  12. 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. 13. GRAMMY Brand Promise • To touch peoples’ lives through music, and re-enforce music’s relevance GRAMMY Brand Position • Celebrating Music! #FUTUREM
  14. 14. Establish Trust • Proactive 365-day-a-year strategy to surround the music conversation – Innovative Marketing Communication #FUTUREM • Partnerships • Social/Digital • Content
  15. 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. 16. #FUTUREM Social Platforms Music Sites Blogs & Fan Sites Content Traditional Media Partnerships Engagement A Conversation
  17. 17. Stoking The Conversation #FUTUREM Internal External
  18. 18. What’s at Stake? #FUTUREM
  19. 19. Consistent Conversation #FUTUREM
  20. 20. Consistent Conversation #FUTUREM
  21. 21. Partnerships – Year-Round Digital Activation #FUTUREM
  22. 22. GRAMMY Concerts • Digital Distribution #FUTUREM
  23. 23. Partnerships #FUTUREM
  24. 24. Partnerships #FUTUREM
  25. 25. Digital Music Platforms #FUTUREM
  26. 26. Social TV • GRAMMY Live #FUTUREM
  27. 27. Festivals #FUTUREM
  28. 28. #FUTUREM
  29. 29. 50th GRAMMYs – ‘The Next 50 is Here’ #FUTUREM
  30. 30. #FUTUREM
  31. 31. 52nd GRAMMYs – ‘We’re All Fans’ #FUTUREM
  32. 32. #FUTUREM
  33. 33. 56th GRAMMYs – ‘Music Unleashes Us’ #FUTUREM
  34. 34. #FUTUREM
  35. 35. #FUTUREM
  36. 36. #FUTUREM
  37. 37. #FUTUREM
  38. 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. 39. #FUTUREM Perception Reality
  40. 40. Digital Marketing & The GRAMMY Brand # F U T U R EM EVAN GREENE CMO, The Recording Academy @hopeandchange

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