Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Live Nation Network: "Bands and Brands: Building Content, Communities and Commerce Via Live Music"

It’s undeniable that music is an empowering force, and in particular, live music is the number-one producer of the positive human emotions and experiences that advertisers seek to tap – for example, favorite memories, shared moments, and friendships. The universality of music and its ability to create these powerful emotional experiences have made it a potent springboard, platform or component of brands’ marketing campaigns. This session will explore all the ways new media and technology are being harnessed to better connect fans, brands and bands around live music experiences.
Speaker: Russell Wallach, president, Live Nation Network

  • Inicia sesión para ver los comentarios

Live Nation Network: "Bands and Brands: Building Content, Communities and Commerce Via Live Music"

  1. 1. Bands and Brands:Building Content, Communitiesand Commerce Via Live Music Russell Wallach President, Live Nation Networks May 14, 2012
  2. 2. BRANDS AND MUSIC HAVE A LONGHISTORY TOGETHER COKE “HILLTOP” MICROSOFT “START ME UP” REEBOK SPOTIFY 1971 1984 1995 2004 2012 PEPSI “GENERATION” IPOD “VERTIGO”
  3. 3. THE POWER OF MUSIC: IT’S WHAT PEOPLEARE INTERESTED IN AND TALKING ABOUT TWITTER TOP 10 (AS OF 5/8/12) FACEBOOK TOP 10 CELEBS (AS OF 2/29/12) 1. LADY GAGA 23,887,513 1. EMINEM 53,907,791 2. JUSTIN BIEBER 21,453,732 2. RIHANNA 52,395,077 3. KATY PERRY 19,143,814 3. LADY GAGA 48,618,273 4. RIHANNA 18,472,472 4. SHAKIRA 47,329,385 5. BRITNEY SPEARS 16,389,812 5. MICHAEL JACKSON 46,073,440 6. SHAKIRA 15,885,336 6. JUSTIN BIEBER 40,829,451 7. BARACK OBAMA 15,048,999 7. CRISTIANO RONALDO 40,754,598 8. KIM KARDASHIAN 14,586,089 8. KATY PERRY 40,299,957 9. TAYLOR SWIFT 13,703,896 9. LINKIN PARK 39,699,514 10. YOUTUBE 12,157,335 10. BOB MARLEY 36,948,376
  4. 4. WE THINK ABOUT MUSIC MARKETINGOPPORTUNITIES IN THREE CATEGORIES CONTENT COMMUNITY COMMERCE
  5. 5. CONTENTSTARTS WITHAUTHENTICITY
  6. 6. A TALE OF TWO CHRYSLER CAMPAIGNS 2003 2011• Chrysler ended campaign after 1 year (3-year deal) • Ad won an Emmy for best commercial in 2011• Ads sold Celine Dion more than the cars • Chrysler 200 car was Google’s most-searched topic• Celine Dion’s core fan base was older than target hours after spot aired• Sales below target for promoted vehicles • Chrysler posted a profit in the following quarter
  7. 7. SUSTAINABLE TOURING: UPS AND PEARL JAM http://www.youtube.com/watch?feature=player_detailpage&v=E8CARA2l0p8
  8. 8. COMMUNITYTRANSFORMSIMPRESSIONSINTOCONNECTIONS
  9. 9. DO YOU REMEMBER YOUR FIRST CONCERT? THE LAST AD YOU (DIDN’T) CLICK?THAT’S THE DIFFERENCE BETWEEN ACONNECTION AND AN IMPRESSION
  10. 10. CONCERTS INSPIRE CONNECTIONS(SOURCE: LIVE NATION ENTERTAINMENT POST-SHOW SURVEY 2012) CONCERTS MUSIC LISTENING ARE A MEMORABLE EXPERIENCE 97% 27% ARE A UNIFYING AND SHARED EXPERIENCE 83% 40% MAKE ME FEEL AN ACTIVE PART OF THE EXPERIENCE 82% 25% A WAY TO SOCIALIZE WITH FRIENDS 75% 49%
  11. 11. LIVE MUSIC BUILDS COMMUNITY BEFORE,DURING AND AFTER THE SHOW BEFORE DURING AFTER 30% 40% 59% INFLUENCED TO POST TO FACEBOOK UPLOAD CONCERT ATTEND CONCERT DURING A CONCERT PHOTOS OR VIDEOS BY FACEBOOK POST ONLINE SOURCE: LIVE NATION POST-SHOW SURVEY 2011 AND 2012
  12. 12. CITI LEVERAGED MUSIC AND COMMUNITYTO CONNECT WITH FANS• BEFORE: Provided pre-sale access to tickets• DURING: VIP experience at show for cardmembers• AFTER: drove 120,000 likes with exclusive content from shows
  13. 13. COMMERCEMAKES LIVE MUSICGOOD FOR YOURBOTTOM LINE
  14. 14. THE LIVE MUSIC JOURNEY STARTS WITH ATRANSACTION
  15. 15. WHICH PROVIDES BRANDS WITH NUMEROUSTOUCHPOINTS TO DRIVE SALES
  16. 16. LIVE MUSIC DRIVES B2B COMMERCE AS WELLAS B2CONLINE BOOKING INTEGRATION VENUE MAP POWERED BY NEVERLOSTTOUR EQUIPMENT RENTALS
  17. 17. LIVE MUSIC DRIVES LOYALTY ON TOUR WITH SPG: HEAR THE MUSIC, SEE THE WORLD SPG POINTS FOR TICKETS CHECK-IN & EARN CONCERT CASH SPG MOMENTS: ARTIST EXPERIENCE AUCTIONS
  18. 18. CONTENT STARTS WITHAUTHENTICITYCOMMUNITY TRANSFORMSIMPRESSIONS INTO CONNECTIONSCOMMERCE MAKES LIVE MUSICGOOD FOR YOUR BOTTOM LINE
  19. 19. 19

×