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A Digital Marketing Strategy for Spotify

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This is a digital strategy for Spotify, delving into a situation analysis, customer analysis, competitor analysis, external factors, objectives, digital marketing channels strategy and tactics, measurement and control and strategy implementation.

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A Digital Marketing Strategy for Spotify

  1. 1. Project Title: A Digital Strategy for Spotify Author: Maura Hickey Date: 10th February 2017
  2. 2. Table of Contents Introduction 3 1. Situation Analysis 6 1 a) Current Digital Presence 6 Brand Health Check 6 Social media channels evaluation 7 SWOT ANALYSIS 13 Website Heuristics Evaluation 14 1 b) Customer Analysis 19 Buyer Persona 1 19 Buyer Persona 2 20 Buyer Persona 3 21 1 c) Competitor Analysis 22 Competitor Brand Health Check Analysis 23 1 d) External Factors 24 PEST ANALYSIS 24 2. Objectives 25 3. Digital Marketing Channels strategy and tactics 26 3 a) Owned, paid and earned channels and the role of each 26 3 b) Integration of tactical tools 27 3 c) Content marketing calendar 30 4. Measurement and Control 31 4 a) Proposed measures for each channel 31 4 b) ORM Strategy 32 ORM Database 43 5. Strategy Implementation 45 5 a) Roles and responsibilities of team members 45 5 b) Proposed timeline 48 5 c) High level stages 48 5 d) Key milestones 48 References 50 Appendices 5​5 Appendix 1 5​6 Social Listening 5​6 Appendix 2 6​0 Strategy Implementation 6​0
  3. 3. Introduction Spotify is a digital music streaming brand, offering music, podcasts and videos on desktop, mobile, tablets and entertainment systems, such as TVs, speakers, cars, smartwatches and playstations. (Wikipedia 2017). In 2006, it was founded by Daniel Ek from Sweden (The New Yorker, 2014). The service is available in over 50 languages and in numerous countries around the world; Europe, the Americas, Australia, New Zealand and parts of Asia. It has over 100 million monthly active users and over 40 million paying subscribers; there are free and paid subscriptions. Spotify Premium and Spotify Family are the two paid subscription services which enable users to control the playing order of songs they listen to, and are free from ads (Wikipedia 2017). Spotify has millions of songs and organises music by genres, moods, playlists, artists, new releases, charts, concerts and lots more. Plus, it makes music recommendations for users based on their listening history and even suggests concerts in their locality to attend (Spotify app). Over 52% of users listen to Spotify on mobile devices (TechCrunch 2015). Figure 1: Spotify's main menu on music streaming app
  4. 4. Figure 2: Charts Figure 3: Genres & Moods
  5. 5. Figure 4: Concert recommendations Spotify for Brands Part of Spotify’s services is Spotify for Brands which provides large consumer brands like Reebok, BMW, Vodafone, Nike, L’Oreal and many others the opportunity to increase brand awareness by designing music playlists and ads to target specific audiences on Spotify (Spotify for Brands website, 2017). Spotify Artists Spotify offers music artists and managers the chance to distribute their music to fans via Spotify and grow their listener base (Spotify Artists website, 2017). By using Spotify Fan Insights, the number of daily and monthly listeners can be tracked, in which countries they’re located, which singles, albums and playlists perform the best, and an artist page can be created to feature the latest image to present the artist (Spotify Fan Insights, 2017).
  6. 6. 1. Situation Analysis 1 a) Current Digital Presence There are only 3 social media channels displayed on their website: Instagram, Twitter and Facebook, although Spotify has social media presence on other online channels: YouTube, LinkedIn and Google+. It also has a blog and an online community. Brand Health Check Metric Reach Posts Feedback Average Response Time Instagram 811K Followers 1 post every 1 – 4 days 4K+ Likes and 100 comments per post No responses Twitter 2.04M Followers 1 -4 posts daily 25.1K Tweets and 37 – 200+ retweets daily 30 minutes Facebook 63,473 Followers 1 post every 1 – 4 days 36 Likes and 10 comments per post 30 minutes YouTube 111,729 Subscribers 175 Videos 40.9M+ Views No responses LinkedIn 234,991 Followers 2 – 3 posts every week 500 Likes and 10 comments per post N/A Google + 125,309 Followers 1 post every month 58 comments and 29 shares per post No responses Blog - 4 posts a month 0 – 3 Likes No comments per post No responses Online community 6,167,303 Members 169,721 posts 300 Likes 0 – 4K+ comments per post 2 days
  7. 7. Social media channels evaluation Twitter Twitter appears to be their most active social media channel, having over 2.04 million followers. Post frequency is good with 1 to 4 posts daily and lots of user engagement retweeting and sharing. Feedback is very responsive within 30 minutes. Instagram Instagram reach could be increased and the frequency of posting needs improvement. One post every 1 to 4 days isn’t frequent enough and as a result, little engagement occurs. According to Brand24, Spotify is mentioned more by the public on Instagram than any other social media channel. Figures 5 and 6 below display results for the last year (15 January 2016 – 14 January 2017). Figure 5: Brand24 – Spotify mentions on Instagram from 15 January 2016 – 14 January 2017
  8. 8. Figure 6: Brand24 - Spotify mentions on Instagram Facebook When you click on the Facebook icon on the Spotify website, it takes you to @SpotifyIreland which is an existing but inactive Facebook page. The page has 12.8M Likes and 12.8M Followers. The last post was on 23 January 2015. Posts were inconsistent, with only one post generated every month or two. There were only 20 Likes and 3 comments in most cases. Spotify’s Facebook presence consists of hundreds of different individual Facebook pages that were created in many locations around the world. Some are unofficial Facebook pages that have been created by Spotify users and employees of the company. For example, there is an unofficial Spotify Corporate Office Facebook page where Spotify users and employees can post, but there are no posts generated by Spotify itself and no replies or interactions from Spotify.
  9. 9. Customers post product reviews, share their favourite songs, playlists and new albums, plus rant about Spotify’s service. Spotify employees occasionally post about their wonderful job at Spotify. Normally, one post is generated every 1 to 2 days and Likes are ranging anywhere from 2 to over 800 per post. Engagement levels are generally low with the majority of posts having no comments or shares. The Spotify Corporate Office Facebook page has a total of 2,488 Likes and 4,726 Visits. No information on the number of followers was available. Other individual Spotify Facebook pages are: Facebook Page Number of Followers Spotify Music 94 Spotify NYC 5,525 Spotify France Fan 22 Spotify Online Web Music Player 346 Spotify Premium 23 Spotify Design 3,717 Spotify Mexico 39 Spotify San Francisco 713 Spotify Chile 147 Spotify Brasil 10 Spotify Playlist Trade 10 However, SpotifyCares Facebook page appears to be the main official active Facebook page for the company, with over 63,000 followers. SpotifyCares is the customer support department that handles customer enquiries, payments and any other issues. One Facebook post is made every 1 to 4 days. On average, there are 36 Likes and 10 comments per post and response time to customer enquiries is around 30 minutes. According to TechCrunch, 55% of all current Spotify users connect their accounts with Facebook, so there’s a huge opportunity for Spotify to increase its reach and user engagement on Facebook. According to Brand24, the most interactive mentions about Spotify are on Facebook. Figure 7 below displays results for the last year (15 January 2016 – 14 January 2017).
  10. 10. Figure 7: Brand24 - Most interactive mentions about Spotify on Facebook YouTube Spotify’s YouTube channel hosts 13 Playlists consisting of 175 videos, mainly featuring music videos, exclusive Spotify music sessions, interviews of music artists and customer case studies from their Spotify for Brands marketing platform. There are between 3 to 27 videos posted per playlist. Videos are posted every 1 to 4 months. Views range from 2,000+ to over 5M per video. The more popular videos generate over 1,000 Likes and over 200 comments. Comments are disabled for videos of sponsored music sessions and corporate brand case studies. Google+ Although, the website doesn’t display the Google+ icon with a link to Spotify’s Google+ page, it should be considered. Social mentions of the Spotify brand occur daily on Google+. Figures 8, 9 and 10 below show Spotify coverage on Facebook, Twitter and Google+ for January 15​th​ , 16​th​ and 17​th​ respectively.
  11. 11. Figure 8: Mentions about Spotify on Facebook, Twitter and Google+ from Google Alerts on 15 January 2017 Figure 9: Mentions about Spotify on Facebook, Twitter and Google+ from Google Alerts on 16 January 2017
  12. 12. Figure 10: Mentions about Spotify on Facebook, Twitter and Google+ from Google Alerts on 17 January 2017 Spotify Blog Spotify posts on average 4 blog posts per month. Between 0 to 3 comments are posted per blog. Its blog content is well written and focuses on contests, deals, exclusives, interviews, marketing, nominations and awards, life at Spotify, among other categories. There’s a great opportunity here for Spotify to share this content across all social media channels and promote contests, deals and marketing, something which doesn’t appear to be currently happening. Also, an icon linking to the blog is missing from the website. Spotify Online Community Spotify’s online community has four separate forums: help topics, music chat, rock stars and ideas. There are 6,167,303 members and 169,721 topics. The majority of topics are in the Help forum. 330 ideas out of 29,863 were generated from the Ideas forum. Between 0 to over 4,000 comments are posted per topic. Most Likes occur in the Ideas forum, with each post averaging 300 Likes each. Response time is two days. For an evaluation on social listening, please see Appendix 1.
  13. 13. SWOT ANALYSIS STRENGTHS ● 52% of traffic is from Google Search and 38% is Referrals ● Website bounce rate is 48% ● Website and app is designed well and user-friendly ● Social media presence across many SM channels ● Blog content is well written ● Twitter has high reach, frequent posting and strong user engagement ● Positive sentiment on Twitter ● Facebook social mention interactivity is high WEAKNESSES ● Facebook’s number of followers is low ● Infrequent posts on SM channels ● Few videos on YouTube ● Blog, Google+, LinkedIn, YouTube channels missing on website ● Inconsistent content posting across channels ● No responses to users on some channels ● No content management integration exists across SM channels ● Too many irrelevant individual Facebook pages OPPORTUNITIES ● Increase reach and user engagement on SM channels ● Upload more music videos to YouTube ● Post more consistently on SM channels ● Create quality Facebook pages for worldwide markets in different languages ● Contests, deals and marketing should be promoted across all SM channels ● Blog posts should be shared across all SM channels ● Keep content consistent across all SM channels ● Improve customer relations by responding promptly to users online ● Capitalise on online PR and influencers THREATS ● Bad publicity from music artists and media authors ● Lose users to cheaper competitors or competitors with superior music streaming services ● Disruptive technology ● Changes to music streaming regulations ● Tax increases
  14. 14. Website Heuristics Evaluation Visibility of system status Upgrading from a free Spotify account to a premium one is very simple to do on the website and app. Also, starting a free trial of the Premium version of Spotify is easy to perform on the website. Each step of the process is made clear to users. Differences between Free and Premium accounts are clearly explained, their different functions and pricing. Help and documentation There is a FAQ in the Help section of the website. Also, a Search tab is provided so users can quickly search for solutions to their problems. Furthermore, there is a community forum on the website that users can join should they want to chat with other Spotify users and discuss Spotify’s services, problems and solutions. Flexibility and efficiency of use There is a Search button on the app which allows users to quickly find what music genre or artist they’re looking for. Play, stop, forward and back buttons are clearly displayed on the app. Downloading the app is user-friendly, fast and efficient. The green Spotify icon is easily recognisable on users’ devices. Figure 11: Spotify icon/logo Recognition rather than recall Downloading the music app from the website is very easy to perform. There is a Download option on the website’s homepage menu. Also, logging in again as a user on the website is simple and they’ve made it even easier for users by allowing them to connect their account to Facebook for logging in convenience. Once users are logged in, an account overview is instantly provided and making changes or edits to an account is extremely simplified. See Figure 12 below.
  15. 15. Figure 12: Account overview on Spotify's music streaming app Consistency and standards Sign Up, Download, Help and Log In options are displayed on the top right of the website’s homepage. Aesthetic and minimalist design The Spotify website is visually presented well, with bold, fun colours and simple uncomplicated language. Basic information on the product’s services, features and pricing is easy to find and understand. The tagline “Music for everyone” is simple and straightforward. The user instantly knows what the service offering is. Refer to figure 13 below.
  16. 16. Figure 13: Tagline "Music for everyone" on Spotify website Strong visuals of album covers and keywords such as music, playlists, new releases are used to display the product’s features. Figure 14: Visuals and keywords: music, albums, playlists, new releases on Spotify website
  17. 17. Search, browse and discover are keywords used to demonstrate the product’s functions. Figure 15: Keywords: search, browse, discover on Spotify website Spotify Free and Spotify Premium with pricing information is clearly indicated. Figure 16: Pricing information for Spotify free and premium services displayed on website
  18. 18. The main goal of the website is to encourage the potential customer to download the music app; therefore, minimal but a sufficient amount of information is provided on the website. Regarding aesthetic and minimalist design of Spotify’s app, it is presented well with menu options laid out in a logical flow. Categories are clearly organised by songs, albums, artists, radio, charts, genres, moods, new releases etc. Effective visuals of album covers and photos of artists are used to display the categories. User control and freedom On the free version of Spotify users do not have the freedom to control the order of the songs in which they play, they can skip a few songs forward but not backwards nor to a specific song they wish to play. Also, users must tolerate 30 second commercials. On the Spotify Premium version however, users have the freedom to skip forwards or backwards as many songs as they wish and don’t have to listen to ads. Figure 17: Screenshot of button control panel on Spotify music streaming app
  19. 19. 1 b) Customer Analysis Buyer Persona 1 MIKE MURPHY Background ● Full-time college business student ● Interests are house and electronic music, independent movies and plays rugby Demographics ● Male ● Single ● 22 ● Income: None ● Lives with parents in Dundrum, Co. Dublin Online Characteristics ● Follow sports highlights on smartphone ● Messages friends on Facebook messenger and WhatsApp ● Watches YouTube music videos on his laptop ● Listens to music on his smartphone Goals/Challenges ● Wants low cost entertainment options ● Wants quick access to information at his fingertips How we can help ● Offer a 50% student discount on Spotify Premium ● Advertise friend referral programs on Facebook ● Recommend house and electronic music songs that appeal to Mike’s taste on Spotify ● Advertise the latest Spotify music videos on YouTube and encourage sharing via promos Quotes ● “I’m on a budget so I need cheap entertainment options” ● “I like to listen to music on my headset while traveling on the bus to college” ● “I like to keep up with the latest music trends”
  20. 20. Buyer Persona 2 JOHN FITZPATRICK Background ● Manager of Irish punk rock music band ● Interests are punk rock music, attending concerts and travelling Demographics ● Male ● Married with 2 kids ● 50 ● Income: $80,000 ● Lives in Boston, MA Online characteristics ● Works on laptop ● Travels with iPad ● Checks emails and tweets on Twitter using smartphone ● Posts pictures on Facebook and Instagram on smartphone Goals/Challenges ● Time pressed and needs to make decisions quickly ● Wants to know best places to tour and promote band ● Wants to protect music rights and ensure band is fairly compensated ● Need to keep up with music trends in the industry How we can help ● Offering Spotify Fan Insights to provide him audience demographic information ● Provide tracking and insights on music band’s performance on Spotify ● Help him plan tours and promote to the right audience ● Help him create playlists, albums and an artist page ● Recommend him new releases of songs and albums ● Grow the fan listener base ● Offering a low cost advertising and promotion channel Quotes ● “I’m on the road a lot so I need to know the best places to tour” ● “I need to grow the fan base and know my target audience well” ● “I need to make sure music is copyrighted and we’re fairly compensated”
  21. 21. Buyer Persona 3 MICHELLE SCHULZ Background ● Brand Manager for Nivea ● Interests are having a work/life balance, listening to all kinds of music, going to the gym and attending creative arts performances Demographics ● Female ● 35 ● Married ● Income: €50,000 ● Lives in Munich, Germany Online Characteristics ● Listens to acoustic, classical and live music on Spotify while working on her desktop ● Shares interesting articles in her LinkedIn groups and on her Twitter account ● Posts articles on LinkedIn and reads articles and news shared by her network on her feed ● Browses Google+ for stories and trends in her networks ● Travels with laptop ● Browses news and scans articles on smartphone ● Listens to Spotify’s running and workout stations while at the gym Goals/Challenges ● Creating cost effective campaigns that target niche market segments ● Increasing brand awareness ● Identifying new market opportunities ● Maintaining a positive brand image ● Handling a brand image crisis ● Keeping up to date with the latest industry marketing and branding tactics How we can help ● Spotify for Brands can help her aim specific campaigns at niche audiences ● Design music playlists, soundtracks and ads for targeted segments ● Increase brand awareness with access to a huge online audience ● Offer cost effective campaigns ● Provide tracking and insights on Nivea marketing performance on Spotify Quotes ● “Responding effectively in times of an image crisis is crucial to maintaining a credible brand”
  22. 22. ● “I’m always looking for unconventional and new ways to increase brand awareness” ● “It’s very important for me to keep up with industry trends and what our competitors are doing” 1 c) Competitor Analysis Spotify has many competitors: Apple Music, Google Play Music, Amazon Prime, Napster, Deezer, iHeartRadio, Jango, Pandora, Slacker Radio, Accuradio, SoundCloud and many more. Here, I will focus on analysing 2 main competitors: Pandora and SoundCloud. Spotify Pandora SoundCloud Year Founded 2006 2000 2007 Number of Subscribers: Registered Active 100M 40M 250M 80M 40M 175M Arts & Entertainment Category Rank 4 5 2 Klout Score 92 81 90 Total visits to site on desktop & mobile in last 6 months 229.7M 183.5M 302.4M Site Bounce rate 48.42% 57.56% 48.73% Av no. page views/visitor 4.05 2.47 4.49 Av time on site 4 mins 2 secs 2 mins 55 secs 5 mins 26 secs Countries visiting the site US, UK, Brazil, Germany and Mexico US, Australia, Poland, Puerto Rico, New Zealand US, UK, France, Germany, Egypt Sentiment Level (Social Mention) Neutral - Positive Neutral Positive Sentiment ratio 3:0 0:0 3:0 Reach 2% 0% 0% # Av. hours/mention 1 9 15 Traffic sources on desktop: Direct Search Referral Social 64% 20% 7% 7% 79% 10% 8% 1% 54% 17% 8% 19% Social traffic sources: 63% Facebook 16% YouTube 46% Facebook 32% YouTube 56% Facebook 25% YouTube Mobile App Availability iTunes and Google Play Store iTunes and Google Play Store iTunes and Google Play Store App ranking by music & audio category # 1 in UK # 1 in USA # 3 in USA App traffic sources 53% search 38% referrals 79% search 15% referrals 70% social 26% search Brand24 Mentions: Most frequent mentions Most interactive mentions Instagram Facebook Twitter Facebook Facebook Facebook
  23. 23. Competitor Brand Health Check Analysis Spotify Pandora SoundCloud Facebook Reach 63,473 Followers 6,708,737 Followers 6,426,230 Followers Posts 1 post every 1 – 4 days 1 post daily 1 post daily Feedback 36 Likes and 10 comments per post 208 Likes and 17 comments per post 27 Likes and 4 comments per post Av Response Time 30 minutes No responses No responses Twitter Reach 2.04M Followers 545K Followers 2.17M Followers Posts 1 – 4 posts daily 1 – 2 posts every 1 – 3 days 1 post every 1 – 3 days Feedback 25.1K Tweets and 37 – 200+ retweets daily 154K Tweets and 3 – 113+ retweets daily 14.1K Tweets and 19 – 257+ tweets daily Av Response Time 30 minutes No responses 30 minutes Instagram Reach 811K Followers 80.4K Followers 342K Followers Posts 1 post every 1 – 4 days 5 posts weekly 4 posts weekly Feedback 4K+ Likes and 100 comments per post 1,500 views and 5 comments per post 1000+ Likes and 45 comments per post Av Response Time No responses No responses No responses YouTube Reach 111,729 Subscribers 87,235 Subscribers 10,464 Subscribers Posts 175 Videos 267 Videos 6 videos Feedback 40.9M+ Views 35.05M Views 167,334 Views Av Response Time No responses No responses No responses Google+ Reach 125,309 Followers 638,572 Followers 3,877,799 Followers Posts 1 post every month 2 posts weekly 2 posts weekly Feedback 58 comments and 29 shares per post 7 comments and 5 shares per post 57 comments and 2 shares per post Av Response Time No responses No responses No responses LinkedIn Reach 234,991 Followers 110,233 Followers 77,072 Followers Posts 2 – 3 posts every week 4 posts weekly 3 posts weekly Feedback 500 Likes and 10 comments per post 68 Likes and 2 comments per post 65 Likes and 2 comments per post Av Response Time No responses No responses 1 week Blog Reach - - - Posts 4 posts a month 1 post every 5 days 2 posts a month Feedback 0 – 3 Likes and 0 comments per post 2 – 3 comments per post 0 – 10 Likes and 0 – 3 comments per post Av Response Time No responses Within 6 hours No responses
  24. 24. Spotify Pandora SoundCloud Online community Reach 6,167,303 Members - 84,587 Members Posts 169,721 Topics - 20,732 Topics Feedback 300 Likes and 0 – 4K+ comments - 27 comments 5 Likes Av Response Time 2 days - 1 day 1 d) External Factors PEST ANALYSIS POLITICAL ● Some countries like China and Turkey ban/restrict music streaming services ● Newly imposed legal regulations for the music industry, such as new licensing deals and music copyright ● Larger streaming companies will acquire smaller streaming services ECONOMIC ● Changes to funding of music streaming companies ● Pricing changes to music ● Music services may no longer be offered for Free as the number of subscriptions rise ● Premium listening services might be too expensive for certain market segments ● Pricing will be adjusted to data usage with a maximum rate of $10/month SOCIAL ● Music listening trends change ● Music subscriptions will rise ● Trend veering towards watching video than passive listening ● New music genres will be introduced, such as Country Dance, Air Pop, Power House and Folk Punk ● Trend toward independent music acts than mainstream labels ● Exclusive music albums offered on music streaming services TECHNOLOGICAL ● Disruptive technology might change how music is delivered ● Interactive music experiences ● Future VR introduces video music ● Alternative forms of entertainment
  25. 25. 2. Objectives Social Media Platform Quantitative KPIs for the next year Twitter 10% growth in the number of followers 20% growth in the number of retweets 20% growth in the number of mentions 10% increase in CTR of the links posted in tweets 20% increase in number of visits to website from tweets 5% increase in subscriptions from tweet links Facebook 20% growth in the number of likes 30% growth in the number of followers 20% growth in the wall response time 20% increase in the number of comments and shares 5% increase in subscriptions from Facebook ads 20% increase in the number of Facebook pages created for international languages Instagram 20% growth in the number of likes 20% growth in the number of followers 50% growth in the wall response time 20% increase in the number of comments and shares 5% increase in subscriptions from Instagram ads YouTube 50% growth in the number of videos posted 30% growth in the number of videos viewed 5% increase in subscriptions from video ads 20% growth in the number of unique visitors 15% increase in number of visits to website from YouTube 10% increase in positive comments 10% increase in average rankings of videos by viewers Google+ 50% growth in the number of likes 30% growth in the number of followers 50% growth in the wall response time 20% increase in the number of comments and shares 15% increase in number of visits to website LinkedIn 20% increase in the number of connections 10% increase in the number of recommendations 20% growth in posts and comments in discussion groups 20% increase in the number of group members 15% growth in the number of questions answered or asked 5% increase in sponsorships from LinkedIn ads Blog 30% increase in the number of views 25% growth in the number of subscribers 30% increase in the number of Likes 10% increase in the number of comments 50% growth in the wall response time Online community forum 20% growth in the number of members 20% growth in the number of topics and threads 25% growth in the number of solutions 25% increase in the number of ideas E-zine articles 30% growth in the number of published articles 20% growth in the number of article views 30% growth in article syndication rate 20% growth in the number of inbound links from syndicated articles
  26. 26. 3. Digital Marketing Channels strategy and tactics 3 a) Owned, paid and earned channels and the role of each Media Type Current Proposed The Role Owned ● Website ● Mobile App ● Blog ● Social Profiles ● Organic SEO ● Sales promos: free trials, discounts ● Online community ● Organic SEO ● Sales promos ● Expand Facebook pages to more languages ● Email marketing to corporate customers To maintain and build long-term relationships with existing and potential users. Paid ● Bing ads ● Video advertising on YouTube ● Facebook, Instagram, LinkedIn & Twitter ads ● Bing ads ● Mobile banner ads ● Video advertising on YouTube ● Influencer marketing To support owned media and create earned media. Earned ● Online PR ● Viral videos ● Shares ● Retweets ● Reposts ● Reviews ● Ratings ● Community Discussion ● Facebook Fan pages ● Co-marketing ● Partner marketing ● Online PR ● Viral videos ● Shares ● Reposts ● Retweets ● Reviews ● Ratings ● Community Discussion ● Facebook Fan pages ● Co-marketing ● Partner marketing with music festivals & charities The result of well-managed owned and paid media. Instills credibility among existing and potential users in the brand.
  27. 27. 3 b) Integration of tactical tools The following key tactics will be deployed to help strengthen Spotify’s brand: Facebook ● Post content for the student and youth market, such as new releases of singles and albums, popular music artists, new music genres, concerts and events in their localities, YouTube videos ● Post content at least once daily ● Humorous ads to lead traffic to website ● Offer free trials, student discounts and promos to increase subscriptions and increase number of likes and shares ● Create Facebook pages for relevant international audiences in their respective languages ● Include link to Facebook on all marketing communications Twitter ● Respond to questions and comments promptly ● 10 tweets daily and use hashtags frequently and in campaigns ● Tweet interesting articles and videos relevant to student, youth, music artists and corporate audiences ● Follow 2 new people daily using Twellow to increase number of followers ● Retweet content to encourage shares ● Coupons and giveaways once a month to increase followers ● Include link to Twitter on all marketing communications LinkedIn ● Employees should have a full LinkedIn profile with recommendations for credibility ● Profiles should include link to all social media channels: Facebook, Twitter, Instagram, Google+, YouTube, the website and blog ● Post case studies to increase sponsorships with corporate brands ● Post blog and e-zine articles to build brand awareness ● Post links to podcasts to build relationships with music artists ● Participate in industry discussions once a week to build brand awareness ● Connect with one new industry leader a week YouTube ● Post music videos of most popular artists, new releases, singles, albums etc. to increase subscriptions and number of followers ● Post videos on brand case studies to increase sponsorships, cobranding and partner marketing initiatives ● Post exclusive music sessions and music artists’ interviews to increase number of artist sign ups ● Upbeat, energetic and eye catching ads to lead traffic to website ● Respond to comments on YouTube
  28. 28. Instagram ● Identify 3 influencers weekly to leverage their networks to promote brand ● Post pictures and videos new releases of singles and albums, popular music artists, fans, concerts and events once daily to increase likes and shares ● Host visually appealing ads to lead traffic to website ● Respond to comments promptly ● Include link to Instagram on all marketing communications Google+ ● Post content on new releases of singles and albums, popular music artists, new music genres, concerts and events, music awards, festivals, nominations, YouTube videos etc. ● Post content at least once daily ● Offer free trials, event tickets, discounts and promos to increase subscriptions and number of followers ● Respond to comments ● Include link to Google+ on all marketing communications Spotify Blog ● Post content once a week on life at Spotify, case studies exclusive music sessions, music awards, nominations, music artist interviews, music festivals, new music genres etc. ● Promote promos, discounts and deals using links in content ● Follow 5 new bloggers a week ● Respond to comments ● Include link to blog on all marketing communications Online community forum ● Start one discussion daily on the forum ● Post discussions, questionnaires and polls to gather ideas and solutions for new product ideas ● Respond to comments promptly ● Solve issues and concerns from customers on help forum ● Promote promos, discounts, free trials, concert tickets, events to increase subscriptions and number of followers ● Include links to blog and social media channels Email marketing ● Create email list of all corporate customers and music artists ● Use co-branded and third party email lists to leverage partner brand ● Use rented email lists to contact 50 new corporate customers weekly ● Promote free trials, discounts, promos, events and concert ticket deals in content ● Use MailChimp to construct email content about corporate brand case studies, new music artists signed, popular music singles, albums and artists, YouTube videos, e-zine articles ● Email once daily to increase corporate sponsorships and music artists sign ups ● Include links to blog and social media channels
  29. 29. Online PR ● Write e-zine articles once a week to boost branding efforts ● Write content about milestones achieved and customer success stories ● Coordinate with tech, music and industry digital magazines in relevant countries ● Schedule publishing around themes or seasonal events ● Include links to website and social media channels on all articles
  30. 30. 3 c) Content marketing calendar Google+ YouTube ST. PATRICK'S Blog Twitter MARCH CAMPAIGN LinkedIn Facebook Online community Instagram Online PR WEEK 1 TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY 6 MARCH 7 MARCH 8 MARCH 9 MARCH 10 MARCH 11 MARCH 12 MARCH 9.00 Popular Irish music artist podcast Brand case study Industry discussion Industry leader connect Irish artist interview video Article 10.00 Popular Irish music artist podcast Brand case study Student premium discount ad Event ticket promo Irish artist interview video Article 11.00 Popular Irish music artist video Brand case study Promo ad Irish artist interview Celtic rock music video Irish Folk ballads music video Celtic woman video 12.00 Customer success story e-article Exclusive music session with The Irish Rovers 13.00 Popular Irish artist video Brand case study Coupon Irish artist interview tweet Celtic rock music video Article Family Sunday tweet 14.00 Popular irish artist video Free trial Tuesday Student premium discount ad Event ticket promo Irish artist interview video Irish Folk ballads pic Sunday concert fan pic 15.00 Popular Irish artist video Free trial Tuesday Student premium discount ad Celtic rock music video Friday event post Coupon Sunday concert post 16.00 Favorite Irish pub song discussion Free trial Tuesday Student premium discount Concert ticket promo Friday event post Idea questionnaire/ poll Sunday concert post 17.00 WEEK 2 TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY 13 MARCH 14 MARCH 15 MARCH 16 MARCH 17 MARCH 18 MARCH 19 MARCH 9.00 Popular Irish music artist podcast Brand case study Industry discussion Industry leader connect St. Patrick's special video Article 10.00 Popular Irish music artist podcast Brand case study Student premium discount ad Event ticket promo St. Patrick's special video Article 11.00 Popular Irish music artist video Brand case study Promo ad Irish artist interview St. Patrick's special video Irish Folk ballads music video Celtic woman video 12.00 Customer success story e-article Exclusive music session with The Celtic Tenors 13.00 Popular Irish artist video Brand case study Coupon Irish artist interview tweet St. Patrick's special video Article Family Sunday tweet 14.00 Popular Irish artist video Free trial Tuesday Student premium discount ad Event ticket promo St. Patrick's special video Irish Folk ballads pic Sunday concert fan pic 15.00 Popular Irish artist video Free trial Tuesday Student premium discount ad Celtic rock music video Friday event post Coupon Sunday concert post 16.00 Favorite Irish pub song discussion Free trial Tuesday Student premium discount Concert ticket promo Friday event post Idea questionnaire/ poll Sunday concert post 17.00
  31. 31. 4. Measurement and Control 4 a) Proposed measures for each channel Social media channels 1. For platform insights, use Facebook Insights, YouTube, Instagram and Twitter Analytics. 2. Ensure personnel is in place to maintain quality Facebook pages for the worldwide markets in different languages. 3. Set up a hashtag Spotify alert on Twitter to track mentions of the brand. 4. Use TweetReach to tap into your most influential followers on Twitter. 5. Use Social Bakers to find out the best days/times to posts on social media channels. 6. Deploy HootSuite to manage social media accounts, schedule posts and perform real-time analytics. Email marketing 1. Use MailChimp to track email campaign performance, monitor audience growth and engagement. View subscriber activity, campaign trends, revenue reports, bounces, unsubscribes, location information and compare with competitors’ email campaigns. Social Listening of social media channels 1. Perform social listening using Klout, Mention, Brandwatch, Twazzup, Sprout Social, Social Mention, TweetDeck, Google Alerts and Brand24 to track brand mentions, social media performance, competitor activity and industry leaders. 2. HootSuite Insights will track influencers, stories, trends, perform social listening, social media monitoring and visualise metrics. 3. The Brandwatch app in HootSuite measures brand mentions on blogs, forums, news, videos and review sites. 4. The Geopiq for Instagram app on HootSuite monitors and engages with users on Instagram in specific locations.
  32. 32. Website and app analytics 1. Monitor online performance of website and create analytics reports using Google Analytics, SimilarWeb and Alexa. Compare site and app performance from that of competitors. Dashboards 1. Use Cyfe to provide a complete dashboard of metrics from all analytics sources for the website, social media channels and the brand. 4 b) ORM Strategy Step 1: Monitor There are several types of searches one can perform on search engines like Google, Bing and Yahoo; however, I chose Direct search on Google, since Spotify is a well-known brand name in the music streaming industry and most searches are performed on the Google search engine. As per figures 18 and 19 below, Spotify appears in the top results on page 1 of Google. Images, maps, news and videos are shown in figures 20 – 23. Figure 18: Google first page results for Spotify
  33. 33. Figure 19: Google first page results for Spotify Figure 20: Google Images for Spotify
  34. 34. Figure 21: Google Maps Figure 22: Google News
  35. 35. Figure 23: Google Videos Furthermore, keyword searches can be performed by using some tools on Google, such as Google Alerts, Google news, Google blog search and Google patent search. See figures 24 – 28 below.
  36. 36. Figure 24: Google Alerts results for keyword search "Spotify" Figure 25: Google Alerts results for keyword search "Spotify"
  37. 37. Figure 26: Search results for keyword "Spotify" on Google News Figure 27: Search results for keyword "Spotify" on Google blog search
  38. 38. Figure 28: Search results for Spotify patents on Google patent search Step 2: Measure Analytics about Spotify’s website are as follows: Figure 29: Category ranking for Spotify app. Source: SimilarWeb
  39. 39. Figure 30: Total visits on Spotify website. Source: SimilarWeb Figure 31: Traffic by country on Spotify website. Source: SimilarWeb Figure 32: Traffic sources on Spotify website. Source: SimilarWeb
  40. 40. Figure 33: Referral traffic to Spotify website. Source: SimilarWeb Figure 34: Search traffic to Spotify website. Source: SimilarWeb
  41. 41. Figure 35: Social traffic to Spotify website. Source: SimilarWeb Spotify visitors are mainly typing in the keyword “Spotify” into a search engine. Figure 36: Top keywords from search engines sending traffic to Spotify website. Source: Alexa
  42. 42. 26% of people visited google.com before visiting Spotify’s website. Figure 37: Upstream sites to Spotify's website. Source: Alexa Visitors to the Spotify website mainly went to the web player, news, support and developer information. Figure 38: Pages visitors navigate on Spotify website. Source: Alexa
  43. 43. The majority of visitors on Spotify’s website are college educated males and browse Spotify at work. Figure 39: Visitor demographics on Spotify website. Source: Alexa ORM Database URL OF MENTION POSITIVE, NEGATIVE, NEUTRAL SOURCE CREDIBILIT Y INFLUENCE ACTION https://twitter.com/WI IHAMB/status/8249240 06994341888 Positive Twitter Credible Widely read Product support promptly responded within 4 minutes and resolved the customer complaint https://twitter.com/Sp otifyStatus/status/8235 78894380965888 Negative Twitter Credible Widely read Product support responded in 1 hour and 2 hours later asked the customer to email them their email address so they look at the problem backstage https://twitter.com/am y_blahhh/status/79016 2776102674432 Negative Twitter Credible Widely read Product support explained within 30 minutes to the customer the reason for the song being deleted due to licensing issues and provided them with a link to more information
  44. 44. Step 3: Managing Utilise social listening tools like Brandwatch, Brand24, Google Alerts, Social Sprout and Social Mention to track mentions and sentiment. Spotify needs to be on the alert for any negative mentions which may impact the brand’s reputation. Negative mentions must be dealt with in a timely and professional manner. Less is more, so responding minimally is more effective. Anything the brand says online can be traced back to at a later stage. Responding Response feedback to users should be prompt. A quick response to complaints is necessary, as the user should never be left in the dark for long. Users are accustomed to responses being more instantaneous on social media. Thank them for bringing the issue to your attention and try to take the conversation off social media to email or phone if the problem cannot be solved immediately online and more time is needed to investigate the complaint. Always keep them informed on the status of the issue and notify them when resolution occurs. Offer free concert and event tickets, friend referral programs, music prize giveaways and coupons to appease the dissatisfied customer. Digital Crisis Management Plan The following digital crisis management plan should be in place for dealing with negative complaints: 1. Monitor constantly Negative mentions should be tracked at all times so you can respond swiftly to customer complaints. 2. Respond immediately Don’t leave the customer in the dark. Be sure to respond to acknowledge the complaint right away. 3. Keep messaging consistent Use simple and coherent language in communications so there’s no miscommunication and act, don’t just promise. 4. Educate employees Employees need a set of guidelines as how to respond in difficult situations. A risk escalation protocol should be established.
  45. 45. 5. Establish a digital crisis strategy Appoint a digital crisis team to manage social media issues. Tap into your influencer network to help promulgate good news about the brand and coordinate online press releases in tech, music and industry e-magazines to help revive a positive brand image. Step 4: Maximise All the data gathered about Spotify’s online audience can be used to plan online campaigns, future product launches, online promos, deals, contests and content publishing to target the audience segments at the right time and day on the most appropriate channels. You need to know the best time and day to publish the company blog and publish social media posts to get people’s attention at the right moment. Learn the online behavior of your audience and attain knowledge and insights into user patterns that can contribute to social media and campaign management. Deploy a real-time system to track social mentions and sentiment so customer appreciation responses can be issued quickly and digital crises can be dealt with promptly and effectively. 5. Strategy Implementation 5 a) Roles and responsibilities of team members The team members required to implement the digital strategy are the following: 1. Project manager 2. Social media manager 3. Email campaign manager 4. Content writer 5. Social media coordinator 6. Product support 7. Community manager 8. Web designer 9. Digital marketing consultant
  46. 46. ROLES RESPONSIBILITIES Project Manager ● Facilitates the definition of project scope, goals and deliverables ● Deliver deliverables on scope, time and budget ● Set tasks, schedules, resources and critical path items ● Produce and maintain project documentation: initiation, Gantt chart and RAID Log ● Establish effective communications with all stakeholders ● Conduct regular team meetings to discuss tasks, issues, risks, timelines and deliverables ● Maintain progress reports and manage any arising changes ● Drive project to a successful outcome within deadline Email Campaign Manager ● Implement innovative email campaigns for customer acquisition and retention plans ● Design, manage and build marketing automated campaigns ● Coordinate email campaigns around marketing efforts ● Analyse customer data and produce reports ● Proficient with online marketing tools Content Writer ● Create relevant and engaging content for website, blog, e-articles and social media channels ● Write online press releases and e-articles ● Write promotional content for online marketing and email campaigns ● Generate content for online competitions, contests, deals etc. ● Source relevant images, videos and photo content ● Generate SEO content for web optimization Social Media Coordinator ● Work closely with the Social Media Manager in successfully implementing the digital strategies ● Publish daily content across social media channels ● Upload images, videos and photos on all digital platforms ● Update the company website & blog ● Publish online press releases and e-articles ● Create and reply to posts and positively engage with online users ● Respond timely to online customers ● Promote content across social media channels
  47. 47. Product Support ● Adhere to guidelines and risk escalation protocol ● Respond promptly to customer issues and solve them in a timely manner ● Thank customers for sharing appreciation and positive mentions ● Provide feedback to management on most common issues arising ● Contribute ideas to enhancing the customer experience Community Manager ● Extend the brand awareness to prospects and customers ● Create the guidelines for handling any issues and concerns ● Cultivates relationships with members via social media, email and phone ● Engage with members online ● Post updates, relevant news and links ● Coordinate communications for events, promos and customer appreciation ● Manage and track members’ lists and keep records of customer interactions ● Relay insights gained from online conversations in the community and provide analysis to the team Web designer ● Maintain a high quality visually appealing website ● Design innovative customer experiences and optimize existing pages and flows ● Enhance site navigation to feed funneling traffic ● Develop wireframes and high fidelity mock ups ● Develop cross browser and multi-platform compatible site ● Design digital graphics for desktop, tablet and mobile ● Design interactive web pages and email formats ● Coordinate with content writer, social media manager and others to create content, graphics, images, icons, banners, ads etc. ● Update landing pages for websites and ads ● Integrate SEO and SEM keywords Digital Marketing Consultant ● To consult on company-wide digital marketing initiatives ● Conduct digital presence and brand audit ● Conduct competitor research ● Perform SWOT and PEST analyses ● Perform customer analysis and develop buyer personas ● Evaluate social media channels ● Evaluate website heuristics ● Identify influencer networks, LinkedIn groups and industry leaders ● Determine online advertising strategy ● Provide final recommendations for future projects
  48. 48. 5 b) Proposed timeline ● A duration of 3 months, commencing 2 January 2017 and completion by 30 March 2017 5 c) High level stages ● Initiation ● Planning and Control ● Assessment ● Production and Design ● Budgeting ● Launch ● Review and Refine 5 d) Key milestones M1 INITIATION 2 January 2017 Gather project requirements, set goals, develop strategy and conduct research. Proposal reviewed. M1 PLANNING AND CONTROL 16 January 2017 Conduct workshop, document costs, create WBS and scope statement. Workshop, costs, WBS and scope statement defined. M2 ASSESSMENT 1 February 2017 Audit brand, evaluate social media channels, perform SWOT and PEST, analyse customer and competitors. Brand audit, social media evaluation, SWOT, PEST, customer and competitor analysis implemented. M2 PRODUCTION AND DESIGN 13 February 2017 Content and marketing preparation for launch. Set up digital crises team. All criteria ready for launch and digital crises team established. M2 BUDGETING 21 February 2017 Estimate costs and set up approval process. Costs and budget approval process finalised. M3 LAUNCH 2 March 2017 Launch the St. Patrick’s March online campaign. Content calendar executed and tracking and analysis performed. M3 REVIEW AND REFINE 24 MARCH 2017 Review project performance and conduct review team meeting. Final reports produced, insights generated, review meeting held and recommendations made. M3 CLOSE 30 MARCH 2017
  49. 49. For more information on strategy implementation and for a detailed work breakdown schedule (WBS), please see Appendix 2. The WBS details the individual tasks within the high level stages, their durations, whom the tasks are assigned to and their completion status.
  50. 50. References Company’s current digital presence 1. Spotify, (2017). ​Music for everyone – Spotify. [online] Available at: ​https://www.spotify.com/us/ 2. Wikipedia, (2017). ​Spotify-Wikipedia. [online] Available at: https://en.wikipedia.org/wiki/Spotify 3. Spotify Artists, (2017). ​Spotify Artists – Fan Insights. [online] Available at: https://artists.spotify.com/features 4. Spotify News, (2017). ​Blog-News-Spotify. [online] Available at: https://news.spotify.com/us/category/blog/ 5. Instagram, (2017). ​Spotify Instagram Photos and Videos. [online] Available at: https://www.instagram.com/spotify/ 6. Twitter, (2017). ​Spotify Twitter. [online] Available at: ​https://twitter.com/Spotify 7. LinkedIn, (2017). ​Spotify LinkedIn. [online] Available at: https://www.linkedin.com/company-beta/207470/ 8. Facebook, (2017). ​Spotify Facebook. [online] Available at: https://www.facebook.com/games/get-spotify/?fbs=1101 9. Google+, (2017). ​Spotify Google+. [online] Available at: ​https://plus.google.com/+Spotify 10. Spotify for Brands, (2017). ​Success Stories – Spotify for Brands. [online] Available at : https://spotifyforbrands.com/us/gallery/ 11. Groupon, (2017) S​potify Promo Codes & Discount Codes 2017 – Groupon. [online] Available at: https://www.groupon.com/coupons/stores/spotify.com 12. Spotify, (2017). ​Spotify Student. [online] Available at: ​https://www.spotify.com/us/student/ 13. Spotify, (2017). ​Spotify Support. [online] Available at: https://support.spotify.com/us/article/spotify-new-subscriber-offers/ 14. Facebook, (2017). ​SpotifyCares – Facebook. [online] Available at: https://www.facebook.com/SpotifyCares/?fref=ts 15. Google Play, (2017). ​Google Play. [online] Available at: ​https://play.google.com/store?hl=en 16. Apple, (2017).​ iTunes-Apple. [online] Available at: ​https://www.apple.com/itunes/ 17. Spotify Artists, (2016). ​Spotify Artists Blog. [online] Available at: ​https://artists.spotify.com/blog
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  52. 52. 35. LinkedIn, (2017). ​LinkedIn SoundCloud. [online] Available at: https://www.linkedin.com/company-beta/200200/ 36. LinkedIn, (2017). ​LinkedIn Pandora. [online] Available at: https://www.linkedin.com/company-beta/26479/ 37. Google+, (2017). ​Google+ Pandora. [online] Available at: ​https://plus.google.com/+Pandora 38. Google+, (2017). ​Google+ SoundCloud [online] Available at: https://plus.google.com/s/soundcloud/top 39. YouTube, (2016). ​YouTube Pandora. [online] Available at: https://www.youtube.com/user/pandora 40. YouTube, (2016). ​YouTube SoundCloud. [online] Available at: https://www.youtube.com/user/SoundCloudChannel 41. Pandora Blog, (2016). ​Pandora Blog. [online] Available at: ​http://blog.pandora.com/ 42. The SoundCloud Blog, (2016). ​The Official SoundCloud Blog. [online] Available at: https://blog.soundcloud.com/ 43. SoundCloud Community, (2016). ​SoundCloud Help Community. [online] Available at: https://soundcloudcommunity.com/ 44. Rivalfox, (2016 ). ​Spotify Competitors – Rivalfox. [online] Available at: https://rivalfox.com/spotify-competitors 45. Smith, C. (2016). ​By the Numbers: 72 Interesting Pandora Statistics (December 2016). DMR Stats|Gadgets. [online] Available at: http://expandedramblings.com/index.php/pandora-statistics/ 46. Risley, J. & Bishop, T., (2015). ​Chart: Apple Music Vs. Spotify, Pandora, Rhapsody and the rest of the streaming competition. GeekWire. [online] Available at: http://www.geekwire.com/2015/chart-apple-music-vs-spotify-pandora-rhapsody-and-the-rest- of-the-streaming-competition/ PEST Analysis 47. McIntyre, H., (2016) ​Streaming is the future of music – but it’s shaky. Forbes. [online] Available at: http://www.forbes.com/sites/hughmcintyre/2016/03/16/streaming-is-the-future-of-music-but- its-shaky/#59bccfcb3464 48. Reddit, (2016) ​What’s the future of music streaming?: Let’s talk music. [online] Available at: https://www.reddit.com/r/LetsTalkMusic/comments/4majwl/what_is_the_future_of_music_st reaming/
  53. 53. 49. Clark, B., (2016) ​SoundCloud acquisition could offer a glimpse at the future of streaming music. The Next Web. [online] Available at: http://thenextweb.com/opinion/2016/09/29/soundcloud-acquisition-could-offer-a-glimpse-at-t he-future-of-streaming-music/ 50. The Maniac Agenda, (2016) ​6 new music genres you need to hear coming in 2016. [online] Available at: https://maniacmusic.net/home/blog/6-new-music-genres-you-need-to-hear-coming-in-2016 51. Jarvis, T., (2016) 2017’s house music scene has a new genre. The Edit. [online] Available at: http://www.theeditgcu.com/music/2017s-house-music-scene-new-genre/ 52. Titlow, J., (2015) ​5 ways streaming music will change in 2016. Fast Company. [online] Available at: ​https://www.fastcompany.com/3054776/5-ways-streaming-music-will-change-in-2016 53. Solsman, J., (2014). ​Attention, artists: Streaming music is the inescapable future. Embrace it. Cnet. [online] Available at: https://www.cnet.com/news/attention-artists-streaming-music-is-the-inescapable-future-embr ace-it/ Social media monitoring tools 54. Brand24, (2017). ​Brand24 – Social media monitoring tool. [online] Available at: https://brand24.com/ 55. Social Mention, (2017). ​Advanced Search – Social Mention. [online] Available at: http://www.socialmention.com/advanced_search 56. Social Mention, (2017). ​Social mention search. [online] Available at: http://www.socialmention.com/search/?t=blogs&q=spotify&btnG=Search 57. TweetReach, (2017).​ How far did your tweets travel? TweetReach. [online] Available at: https://tweetreach.com/ 58. HootSuite Blog, (2017). ​11 Powerful social media monitoring tools. [online] Available at: https://blog.hootsuite.com/social-media-monitoring-tools/ 59. SimilarWeb, (2016). ​Spotify.com Analytics – Market Share Stats & Traffic Ranking. [online] Available at: ​https://www.similarweb.com/website/spotify.com 60. SimilarWeb, (2016). ​Spotify Music App Ranking and Market Share Stats in Google PlayStore. [online] Available at: https://www.similarweb.com/app/google-play/com.spotify.music/statistics 61. Mindruta, R., (2013). ​Marketing: Top 15 free social media monitoring tools. Brandwatch Blog. [online] Available at: https://www.brandwatch.com/blog/top-10-free-social-media-monitoring-tools/
  54. 54. Email marketing 62. MailChimp, (2016). ​Email marketing platform – MailChimp. [online] Available at: https://mailchimp.com/features/reports/ Owned, paid and earned media 63. Facebook Business, (2017). ​Learn how to advertise on Instagram | Facebook for Business. [online] Available at: ​https://www.facebook.com/business/a/advertise-instagram 64. Machin, E., (2016). ​What is earned, owned and paid media? Titan SEO. [online] Available at: https://www.titan-seo.com/newsarticles/trifecta.html 65. Chaffey, D., (2015). ​How Spotify built a $5bn business with more than 50 million subscribers. Smart Insights. [online] Available at: http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/sp otify-case-study/ Measurement and control 66. Google Alerts, (2017). ​Google Alerts – Monitor the Web for interesting content. [online] Available at: ​https://www.google.com/alerts 67. Alexa, (2017). ​Website traffic, statistics and analytics. [online] Available at: http://www.alexa.com/siteinfo 68. Social Bakers, (2017). ​Social media marketing, analytics and performance tools. [online] Available at: ​https://www.socialbakers.com 69. Sprout Social, (2017). ​Social media management software. [online] Available at: http://sproutsocial.com 70. Cyfe, (2017). All in One Online Business Dashboard. [online] Available at: ​http://www.cyfe.com 71. Klout, (2015). ​Klout – Be known for what you love. [online] Available at: https://klout.com/home Strategy Implementation 72. LinkedIn, (2017).​ Jobs - LinkedIn. [online] Available at: ​https://www.linkedin.com/jobs/ 73. Smartsheet, (2017). ​Smartsheet: Work Management and Automation Solutions. [online] Available at: ​https://www.smartsheet.com
  55. 55. Appendices Appendix 1 Social Listening………………………………………………………………………………………… 56 Appendix 1 Strategy Implementation………………………………………………………………………………60
  56. 56. Appendix 1 Social Listening According to Social Mention, sentiment towards Spotify leans from neutral towards positive with a sentiment ratio of 3:0. Spotify is mentioned on social media every 1 hour a day but reach is at 2%, meaning the number of authors referencing the brand online is low. Figure 40: Screenshot of data from Social Mention about Spotify mentions 64% of all desktop traffic to Spotify’s website is Direct, and mainly coming from the USA. The website is ranked # 4 in arts and entertainment globally (SimilarWeb, 2017). Figure 41: Traffic sources on desktop to Spotify website. Source: SimilarWeb
  57. 57. The average visitor views 4 pages in total and spends an average duration of 4 minutes on the site. Figure 42: Engagement stats on Spotify website and app. Source: SimilarWeb Secondary to the USA, most visitors are coming from the UK, Brazil, Germany and Mexico. Figure 43: Traffic by countries for Spotify website. Source: SimilarWeb
  58. 58. 20% of all traffic is coming from Search and 93% of it is organic search. Figure 44: Organic and paid search stats for Spotify website. Source: SimilarWeb 7% of all traffic is from social media with 63% from Facebook. Figure 45: Social traffic by source to Spotify website. Source: SimilarWeb
  59. 59. The mobile app is available to download on the website, on Google Play and iTunes store. The app is ranked # 1 in the UK. 53% of traffic is from Google Search and 38% from Referrals sites. Figure 46: Traffic sources for Spotify app. Source: SimilarWeb
  60. 60. Appendix 2 Strategy Implementation Strategy implementation requires project planning, which involves flushing out details regarding project requirements, resources, timeline and objective feasibility. Advance planning helps the team prepare ahead and factor in any potential risks and hurdles. The purpose of a plan is to provide a timeline commitment, to give team members an understanding of the overall goals of the project, provide a work breakdown structure (WBS) and measure progress. Steps of project planning Scope Define the project scope, i.e. the product definition or product description, by gathering project requirements, creating a WBS and controlling the scope. Time Defining and sequencing activities, estimating resources, assigning activity durations, developing and controlling the schedule. In reality, most projects will have activities running in parallel to one another. It is the responsibility of the project manager to create and manage the project plan. Critical Path Analysis Flagging activities that cannot be delayed, as they would delay the entire project. WBS This breakdowns project deliverables into smaller components, which are assigned a task owner and a completion duration. It is normally drafted as a Gantt chart. Budgeting Estimate costs by reviewing previous projects, gather price quotations, set budget assumptions and include a contingency amount of at least 10%. Establish a budget approval process, monitor and draft a final report with post-project cost analysis. Work Breakdown Schedule See pages 61 - 62.

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