mixing music metadata, audience metrics and brand activations: understanding user engagement
DESCRIPTION
...UNDERSTANDING USER ENGAGEMENT Greencopper will present this workshop. Greencopper assists cultural organizations in the development of their digital strategy. The workshop will cover the concepts of music metadata, audience metrics and brand activations by exploring several real-life scenarios: - Integrating the Deezer music streaming services into digital tools of more than 20 festival solutions worldwide (music radio players, music quiz, etc.) - Developing the songsnaps feature of the Pitchfork festival (Chicago, US) - Building a music metadata powered recommender that generates a selection of artists individually tailored to every attendee's own music tastes During this workshop, you will learn: - How to rely on music metadata sources to build better tools - How to measure and track efficiently user engagement and brand conversions What were the key social metrics for the live music industry in France in 2013 and how does this compare with live metrics internationally (Germany)TRANSCRIPT
connecting events with fans
Mixing Music Metadata, Audience Metrics and Brand Activations, Understanding User Engagement
MaMA Event, ParisOctober 18, 2013
connecting events with fans
Part 1
Live MetricsFrench and German festivals
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Live metrics
Quantitative study of 10 French festivals (based on Greencopper powered apps):
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• Vieilles Charrues• Nuts sonores• Rock en Seine• Garorock• Eurockéennes
• Printemps de Bourges• Francofolies• Main Square• Solidays• MusiLac
Quantitative study of 5 German festivals (based on Greencopper powered apps, web and Facebook):
• Hurricane
• Southside• Mera-luna
• Highfield• Elbjazz
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Live metrics - figures
1.127.500 attendees in France
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10.52% penetrationmobile app
8.77% penetration
of Twitter followers
50.45% penetrationof FB likes
196.000 attendees in Germany
45.54% penetrationmobile app
9.72% penetration
of Twitter followers
156.34% penetrationof FB likes
259.73% penetration
of web traffic
* penetration rate measured as the number of active users divided by the festival attendance
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Live metrics - figures
5.7 x more FB likes than Twitter followers
20% more app users than Twitter followers
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16.1 x more FB likes than Twitter followers
4.7 x more app users than Twitter followers
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Web vs. Mobile apps total time spent
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24 min. 7 sec. total time spent on the
mobile app per user
5 min. 43 sec.total time spent on the
website per user
5 x more time spent on mobile apps compared to time spent on websites.
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Mobile case studyRock en Seine (fréquentation 2013 : 118,000)
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31 %
69 %
58 156TÉLÉCHARGEMENTS DEPUIS 2010ET 17 343 UTILISATEURS ACTIFS EN 2013
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Mobile case studyRock en Seine
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Mobile case studyRock en Seine
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Songsnaps at the Pitchfork and Treasure Island
• Snap a photo, tag it with music, share it!
• Live at the Pitchfork music festival and ongoing at Treasure Island
• Pitchfork usage:
• Over 10,000 downloads of the mobile apps
• Over 2,000 songsnaps created by festival-attendees
• Over 30,000 music tracks played
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Part 2
BrandActivations
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Brand activations - Case studies
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• Mobile carrier: SFR
• 23 French festivals
• Supermarket: Chronodrive
• 4 French festivals
• Taxi: Hailo
• 1 Canadian festival (NXNE) + 1 US festival (Outside the Box)
• Music streaming service: Deezer
• 18 festivals (sponsored)
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DEEZER and the game “Name that tune!”.
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Start Play Win!
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Why do Brands love Mobile Apps?
• Downloading a festival app is often an act of engagement
• Brands do value engaged fans as Brand promoters
• Mobile apps are highly visible technology showcases (e.g. a festival app can reach first position in the Apple Store)
• Mobile is cool ;)
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Part 3
Music MetadataMusic Web APIs
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Importance of Music Metadata
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28Mtracks
• Instant access to a huge volume of music!
• New ways of discovering music becomes essential.
• Music metadata powers innovative discovery tools.
Lost inmusic?
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Music Metadata - Music Web APIs
• Type of Metadata sources
• Internal to content (the ID3 format embedded in MP3: artist name, song title, genre, etc)
• External to content (repositories)
• Metadata-based techniques are often applied on repositories of content:
• Repositories that contain both metadata and content
• Repositories that contain only metadata with references to the external location of the content
• Music Web APIs: set of online APIs enabling access to Music metadata
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A multitude of Music Metadata sources
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Music Metadata - Music Web APIs
• Gracenote and FreeDB
• Fingerprinting. Database to look-up CD information based on a CD/track id. FreeDB is community based.
• MusicBrainz:
• Structured open online database for music (CD info). Entries are maintained by volunteer editors.
• Last.fm
• Scrobbling. Social recommendation service. API.
• The Echo Nest
• Music intelligence platform bring recommendation, playlisting data for consumer services (Spotify, Rdio,..)
• Deezer, Rdio, Spotify19
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Music Recommender at the Reeperbahn fest.
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Recommender feature integrated as part of the mobile app menu.
List of recommendations tailored to each user musical taste!
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Usage statistics at the Reeperbahn festival
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Usage statistics at the Reeperbahn festival
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• 580 acts at the Reeperbahn festival in 2013 (showcases, workshop, conferences, panels, etc.)
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Examples of apps based on Music Metadata
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Merci !
Gwenaël Le Bodic chief executive [email protected]: @glebodic
Cécile Martin marketing [email protected]