sxsw: nd and spotify- our playlist, our story
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Presented by:Christianne HarderFighting Irish Digital Media
Our Playlist, Our Story
Jordan GremliSpotify
@CNHarder @JordanGremli
Friday, February 21, 14
Thank youThis 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
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The Story of Notre Dame Athletics and Spotify
Why Notre Dame? Why Spotify?
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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
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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
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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
textFriday, February 21, 14
Our Team, Our StoryWho 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?
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Tell your own story...Use a medium that is universal and cannot be “spun” Music is universal, authentic, and captures the imagination.
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Started from the bottom...
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...now we here:
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The playlist that brought Notre Dame the most national attention.
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In one year...• 85 Playlists• 40,000+ Bit.ly Clicks• 24 sports, Boxing Club, Coaches,
Athletics personalities and Leprechaun Legion have playlists
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#HitPlay
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The Team
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The Coach
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Special Occaision
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ND Branded
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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
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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
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Lorde
Sean Parker adds ‘Royals’to ‘Hipster International’
Lorde Spotify ‘Homepage Takeover’
“Royals’ debuts on Billboard Top-100
“Royals’ debuts on Spotify Top-100 list
‘Royals’ debuts on Spotify Viral Chart
Spotify Streams (US)
“Royals’ reaches #1 on Spotify Viral Chart
Lorde plays first US show
Tuesday, July 30, 13
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Lorde
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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
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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
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Spotify + Tickets
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Spotify + Live Stream
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Let’s talk numbers
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Who is #NDNation on Social?
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Followers vs. Bit.ly Clicks
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All Olympic Sports on Spotify
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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
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...with Spotify, now it can look like this.
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Questions?
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Presented by:Christianne HarderFighting Irish Digital Media
Our Playlist, Our Story
Jordan GremliSpotify
@CNHarder @JordanGremli
Friday, February 21, 14