general assembly: spotify presentation
TRANSCRIPT
Social Squad: Product Manager Ian Dickerson
Mid Q4 ‘14
“Music is therapy. Music moves people. It connects people in ways
that no other medium can.”
-‐ Mackelmore
“Once a user integrates their Spo<fy account with other social media profiles, they are able to access their friends'
favorite music and playlists.”
-‐ Spo<fy
Eric Mandwelle Age: 22
Manager at Target Queensbury, NY
“Music is important to me. I know what good music is and I want
people to know that.”
Listening Behavior: 25+ songs a day Followers: 31 Following: 102 Currently Playing: The Black Keys
Goals: • Recogni<on for his taste in music • Easily engage with his friends over music
Frustra<ons: • Doesn’t know if the music he shares is well received
• Seeing a friend listen to a song he enjoys and not being able to let them know
84%
How do you feel when others interact with your
social media posts?
84%
72%
How do you feel when others interact with your
social media posts?
Do you consider Spo<fy a social network?
Follow
Share Message
Profile Page
Ac<vity Feed
Social
Access
Engage
Like
Share Comment
Influence
Emily McMack Age: 28
Office Manager New York, NY
Listening Behavior: 15+ songs a day Followers: 15 Following: 33 Currently Playing: Broken Bells
“I understand that there are certain songs that are special to people. Myself included. I love knowing what people
are listening to and why. ”
Goals: • Create conversa<ons around music • Acknowledge her friends music selec<ons
Frustra<ons: • Not being able to comment on a song that a friend shared publicly
• Seeing a friend play a song she likes but not being able to do anything
Like
Share Comment
Influence
9 likes
2 likes
2 2
1
9 likes
2 likes
2 2
1
9 likes
2 likes
2 2
1
1 like
Like
Share Comment
Influence
9 likes
2 likes
2 2
1
1 like
9 likes
2 likes
2 2
1
1 like 1
9 likes
2 likes
2 2
1
1 like 1
Nicoline Strom-‐Jensen
Go Slow Haim
Emily McMack
Listened to:
Emily McMack
Likes: Go Slow Haim
3
Jon Finn and 3 others Likes:
Burn One Down Ben Harper
Like
Share Comment
Influence
9 likes
2 likes
2 2
1
1 like 1
1 like 1
I love this song! I remember first hearing it and being blown away.
Send
1 like 1
Emily McMack: I love this song! I remember first hearing it and being blown away.
Nicoline Strom-‐Jensen: I heard it at Jared’s house last week and was instantly hooked. So good!
2
Like
Share Comment
Influence
Emily McMack
11 likes 6 4
2 likes 2
Hypothesis
Crea<ng opportunity for more engagement will encourage users to
listen to more music
Business Goals
1. Ac<va<on – Increase sign ups
2. Reten<on – Increase <me on service
3. Revenue – Increase ad revenue |paid users
KPIs
Likes
Shares Comments
Influence (friends’ songs played)
Songs / Session
Ac<on Goal (avg/user/week) 7
21 7
12
Product Roadmap 1st Release
3
Product Roadmap 1st Release
3
Product Roadmap 1st Release
3
Product Roadmap 1st Release
3
Product Roadmap 1st Release
3
Product Roadmap 1st Release
3
3 months
Product Roadmap 1st Release 1st Release
3
2nd Release
Product Roadmap 1st Release 1st Release
3
2nd Release 3rd Release
Questions?
Revenue
Free Users = $1.80 Increase usage by 10% = $0.18 30M Free Users Adop<on Rate = 40% = 12M Convert to Paid Adop<on rate =
hqp://rockonomic.com/2013/12/26/is-‐a-‐spo<fy-‐free-‐user-‐worth-‐1-‐50-‐per-‐month/