youPIX 2014: Como engajar consumidores através da música?
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A música move o jovem! Como é para uma marca engajar os consumidores através de descobertas musicais? Ao entender os comportamentos e a psicologia por trás dos hábitos musicais dos jovens, as marcas podem ser tornar importantes influenciadoras desse grupo através de curadoria e narrativas musicais. Nessa palestra, Gary Liu (Diretor do Spotify Labs) dá insights sobre como e porque as pessoas ouvem música e qual impacto que isso tem na maneira como elas agem e pensam. Além disso, ele ensina como marcas podem começar conversas valiosas e verdadeiras com seus consumidores, se transformando em tastemakers que poderão transformar a maneira como as pessoas encontram e se apaixonam por música.
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youPIX 2014: Como engajar consumidores através da música?
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- 10. “Royals” Milestones on Spotify in 2013 Source: Confidential Spotify internal data, Q1-Q3 2013
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- 14. 14 x music and the brain music and the user become a Tastemaker
- 16. 16 1. Hippocampus: Music and Memory Dr.Amee Baird Dr. Severine Samson “Music is an effective stimulus for eliciting memories, and may be beneficial in the rehabilitation of autobiographical amnesia.” “Music was more efficient at evoking autobiographical memories than verbal prompts across each life period.” Neurological Rehabilitation, 2014
- 17. 17 Cameroon 2.Amygdala: Music and Emotion Dr. Thomas Fritz “Both Mafa and Western listeners showed an ability to recognize the three basic emotions … above chance level. “This finding provides the first solid evidence for a universal human ability to distinguish basic emotions in music.” ScienceNews, 2009
- 18. 18 Dr.Adrian North Dr. David Hargreaves “Brands with music that fit their identity are 96% more likely to be recalled than those with non-fit music or no music at all.” “Respondents are 24% more likely to buy a product with music that they recall, like and understand.” Teclamusic.com2013 “90% of customers like having music in-store, where 60% said that music made them stay in-store for longer.” 1 In-store music has “the capacity to increase gross sales by 38.2%.” 2 1: Gallup Organization, 2007 2: Journal of Marketing, 2007 3. Prefrontal Cortex: Music, Recall, and Intent
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- 20. 20 1. Music is Contextualized in Moments
- 22. 22 2. MusicActivity Reflects Life
- 23. 23 600k+ study playlists 1. Clair de Lune Debussy 2. Schuster VI Quartet in D minor 3. Bach Air on the G String 4. Beethoven Piano Sonata 09 5. Beethoven Ode to Joy
- 24. 24 Spotify Internal &Proprietary Data: US 2013 Saturdays July 4th
- 25. 25 13% 41% 39% 6% 1% 11% 24% 43% 15% 7% 1st to Try Among the 1st Early Majority Late Majority Last to Try Spotify Users General Population New Product Trial Social Influence 36% 26% 54% 44% Use Social Networks Daily 80% 54% YouGov Definitive Insights USAudience Profiling July2012, n=1600 3. Music Lovers are Influencers
- 26. 26 Watching Sharing Commenting YouGov Definitive Insights USAudience Profiling July2012, n=1600
- 27. 27 1. Music stimulates memories 2. Music conveys universal emotion 3. Music increases recall and intent 1. Music is contextualized in moments 2. Music activity reflects life 3. Music lovers are influencers
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- 29. Source: Confidential Spotify internal data, Q3 2013 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
- 30. Source: Confidential Spotify internal data, Q4 2013 In Car At Home At Work Working Out Public Transit 17% of commuters listen to streaming audio in their car More than 42% of music listening at home is online 23% of users stream music online at work 22% of streaming music is during workouts 14% of streaming is done on public transit
- 32. 32 3 easy steps to a meaningful musical identity
- 33. 33 Step 1 Ownamoment,anemotion,oranactivity Reebok decided to own the inspirational workout
- 34. 34 Step 2 Sharegreatmusicforthatmoment,emotion,oractivity Reebok decided to own the inspirational workout Reebok asked famous athletes to curate workout playlists
- 35. 35 Step 3 Makeconsumersreturnandaskformoregreatmusic Reebok decided to own the inspirational workout Reebok helps consumers create unique workout playlists Reebok asked famous athletes to curate workout playlists
- 36. 36 .34% Avg CTR .26% Avg CTR + 60% + 33% + 100% + 22% + 59% + 52% Spotify Internal & Proprietary Data, 1H 2013
- 38. 38 Entertainment Case Study 3,000+ hours of listening and, counting … average user engagement 17.3 mins
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- 41. What is your musical identity?
Notas del editor
- Universal language - both Mafa and Western listeners showed an ability to recognize the three basic emotional expressions tested in this study (happy, sad, and scared/fearful) from Western music above chance level. This indicates that these emotional expressions conveyed by the Western musical excerpts can be universally recognized
- Music
- 107 minutes
- Your mood (studying)
- Something you do (BBQ)
- User Influence
- So if you start to look at users listening behaviors - you can see that we are lighting up more parts of their day…
- And thats what we are all about here at Spotify - delivering music to more parts of people’s day. Because if it is a music moment to your consumer - it is a media moment to you.
- Bacardi has been getting the party started for 150 years. Brand is inherently tied to music. Identity: where-ever Bacardi is, there will be a party. So, let’s bring the party to you.