keynote: social's influence on search
DESCRIPTION
Consumer use multiple devices simultaneously, changing the way they engage with content and brands. No one knows that better than Evan Greene, CMO of The Recording Academy, the producer of The Grammy Awards. Driven by innovation, join us as Greene talks about the future of television, social and search, and how the three will fuse to lead marketing campaigns that connect musicians and fans. Keynote: Evan Greene, CMO, The Recording AcademyTRANSCRIPT
TV + SOCIAL + SEARCH
The GRAMMYs
Discovery Community
“The end of TV as we know it”
*Vint Cerf, web guru, aka ‘the godfather of the net’
“The Death of Television May Be Just 5 Years Away”
*Jim Edwards, from Business Insider
The ‘Death of Television’
What the Internet was supposed to do to TV
“Social media has made live TV essential again “
*Vivian Schiller, Chief Digital Officer - NBC
Social + TV Today
Then Now
GRAMMY Viewing Experience
In the beginning
Letter writing campaign
Social Platforms
Keyword Search
Music Sites
Blogs & Fan Sites Engagement
Search = GRAMMY Telecast Only
• Audiophiles
• Dynamos
• Good Timers
Beyond Neilsen - Psychographics
It’s about the conversation.
Brand Partnerships
Social Partnerships
Trivia
@TheGRAMMYs: PHOTO OF THE DAY: @PaulMcCartney is joined by the FDNY onstage at the 12-12-12 Hurricane Sandy benefit concert in NY http://t.co/CsHoCYNh
LIVE Music Events
Festivals
•Lollapalooza
•Bonaroo
•Coachella
•Stagecoach
•SXSW
Content
Content
Digital Music Platforms
Digital Music Platforms
Digital Music Platforms
Streaming Content – GRAMMY Live
Ensuring Consistency & Stoking the Conversation
InternalExternal
Its about the conversation. Period
• Sentiment
• Engagement
• Ratings
KPIs
• LARGEST AUDIENCE SINCE 1984 • 39.9 Million Viewers – Surpassing the Oscars for the first
time
• Second largest audience ever • 74 Million Viewers Watch All or Part of the Broadcast • 48% viewership increase
54th GRAMMY Ratings
• Telecast + 3 hours preceding and 3 hours following, generated 13MM+ Facebook & Twitter comments (US alone)
• Conversation volume reached a record high of 160K+ tweets per minute during GRAMMY telecast
• Increase of more than 2,100% over 2011!
GRAMMY Social Engagement
Question NOW WHAT?
Answer *Better Analytics/Metrics*Better quantitative evaluations
Results
Data Measurement
TV + SOCIAL + SEARCH
The GRAMMYs