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SXSW: ND and Spotify- Our Playlist, Our Story
- 1. Our Playlist, Our Story Presented by: Christianne Harder Fighting Irish Digital Media @CNHarder Friday, February 21, 14 Jordan Gremli Spotify @JordanGremli
- 2. Thank you This panel would not have been possible without some very special people: Data Assistance: • Simply Measured & Spotify’s Analytics teams • Brian Fremeau Visuals • Tim O’Connor, Presentation • Ryan Camden, Video Guidance • Brian Snyder, GolanHarris • Marco Serna, FIDM Friday, February 21, 14
- 3. The Story of Notre Dame Athletics and Spotify Why Notre Dame? Why Spotify? Friday, February 21, 14
- 4. What was important to Notre Dame Athletics • Easy to use for a late adopter social media audience • Seamless integration with Facebook and Twitter • Ethical treatment of their artists • Huge music library • No barrier to entry Friday, February 21, 14
- 5. What was important to Spotify • Lots of engagement • Varied, exciting content with an ‘end goal’ in mind • Needed a ‘Gold Standard’ to show others how it’s done and show impact of Follow Friday, February 21, 14
- 6. Spotify Follow • Spotify launched ‘Follow’ in December 2012 • Users can Follow artists and profiles they like • Gives you a captive audience: notifications whenever you do anything on the service • Engage w/fans directly through music, not text Friday, February 21, 14
- 7. Our Team, Our Story Who tells the Notre Dame story? • National news media • Notre Dame Media Relations How do you change the perception from “Notre Dame,” the idea, to Notre Dame, the reality? Friday, February 21, 14
- 8. Tell your own story... Use a medium that is universal and cannot be “spun” Music is universal, authentic, and captures the imagination. Friday, February 21, 14
- 9. Started from the bottom... Friday, February 21, 14
- 10. ...now we here: Friday, February 21, 14
- 11. The playlist that brought Notre Dame the most national attention. Friday, February 21, 14
- 12. In one year... • 85 Playlists • 40,000+ Bit.ly Clicks • 24 sports, Boxing Club, Coaches, Athletics personalities and Leprechaun Legion have playlists Friday, February 21, 14
- 14. The Team Friday, February 21, 14
- 15. The Coach Friday, February 21, 14
- 16. Special Occaision Friday, February 21, 14
- 17. ND Branded Friday, February 21, 14
- 18. To curate, or not to curate? • Spotify is really good if you know what you’re looking for, but room for improvement in music discovery • Launched Browse (experts), Discover (algorithms), Follow (friends) • Multiple options to find new music – Spotify can do it all • Looking for as many profiles like ND-Athletics as Friday, February 21, 14
- 19. Impact of Playlists • Spotify Playlists are the new radio stations • Spotify drives sustained listening. People discover new music from trusted curators, add it to their own playlists, and share it with their friends • Anyone can have an impact Friday, February 21, 14
- 20. Lorde Spotify Streams (US) Lorde plays first US show “Royals’ debuts on Spotify Top-100 list ‘Royals’ debuts on Spotify Viral Chart “Royals’ reaches #1 on Spotify Viral Chart Sean Parker adds ‘Royals’ to ‘Hipster International’ “Royals’ debuts on Billboard Top-100 Lorde Spotify ‘Homepage Takeover’ Tuesday, July 30, 13 Friday, February 21, 14
- 21. Lorde Friday, February 21, 14
- 22. Impact of Playlists • Playlists can also have huge impact on the curators - Our new Program Directors! • The more followers, the bigger the captive audience • More user engagement = better fan experience = more tix/merch [stats for this?] • Again, ANYONE can have an impact Friday, February 21, 14
- 23. Occasionally ND curates… • 20% of Fighting Irish playlists are curated (16 of 85) • Used for special occasions, ex. Under The Lights playlist for NDFootball vs USC’s night game • Crowd-sourcing vs staff collaboration Friday, February 21, 14
- 24. Spotify + Tickets Friday, February 21, 14
- 25. Spotify + Live Stream Friday, February 21, 14
- 26. Let’s talk numbers Friday, February 21, 14
- 27. Who is #NDNation on Social? Friday, February 21, 14
- 28. Followers vs. Bit.ly Clicks Friday, February 21, 14
- 29. All Olympic Sports on Spotify Friday, February 21, 14
- 30. The promotion strategy on social used to look like this... • 8:30 am ET- Schedule of games • 10 am- Buy Tickets • 12 am- Press Release • 2 pm- Buy Tickets • 4 pm- Here’s the link to the live stream • 5 pm- Game is live Friday, February 21, 14
- 31. ...with Spotify, now it can look like this. Friday, February 21, 14
- 33. Our Playlist, Our Story Presented by: Christianne Harder Fighting Irish Digital Media @CNHarder Friday, February 21, 14 Jordan Gremli Spotify @JordanGremli