1. S
---Digital Strategy for Pandora Radio

2.  One of the most popular online music
service providers worldwide;
 Provides high-quality music according to
users' personal preference;
 Targets on young music lovers;
 Mobile, cloud, and private.

3. Pandora is now threated by…

4. Target and track specific
groups of users, and make
an integrated digital
campaign as a way to fight
back its competitors and
expand the market share.

5. Female,
Young adults
Has kids
Less affluent
Africa American

6. Within a 6-month digital campaign,
Pandora could:
 Effectively increase number of
users by at least 20%;
 Double the visit of its webpage,
blog, Twitter, Facebook page etc.;
 Successfully create hot news via a
series of highlight and routine
events;
 Boosting the competitiveness to
similar services;
 Expand market share by a 10%
increase.

7. is a desired platform for
music critics
official blog
musicians, record company
 Release fresh messages or
low time effect news:

8.  E.g. Spanish videos for
Hispanic users, Asian-
Americans, child-rearing
users or young female.
 Pick proper keywords:
"internet radio" (4090000 clicks/day)
"free online music" (673000 clicks/day)
"internet radio station" (201000 clicks/day)
"free music app" (60500 clicks/day)
"music station" (368000 clicks/day)
 E.g. Hispanic users, Asian-Americans, child-rearing users or
young female.

9. Seize hotspot and properly translate it
into a creative advertising.
E.g. Don’t cry for me Argentina
Links between news and brand should be
appropriate or it would generate inefficiency
and counter product that damage brand
image.
Providing more sharing options on other social media
channels; Allow users to get music html tag, making
Pandora radio player embeddable at blog or personal
webpage.
Sports, interviews, news and other non-music
radios also ask for online radio services.
According to Arbitron data in 2009, non-music
radio took up around 20% of market sharing. It
is an opportunity for Pandora to run the non-
music program to fulfill the needs of more
audiences.

10. Looking for deeper cooperative
relationship with mobile phone,
major car manufacturers, and
other potential mobile audio
devices.

11. Google Adwords: Clicks/day * $/click = Budget 1
$9900.
Social media management: 2 PR * 6 months = Budget 2
$15,600.
Creations: Design * (Video + App + Car audio system) +
Research + Sundries = Budget 3
$6000.

12. Pandora relies on social media to increasing its music
sharing and promotions. Also, it helps to strengthen
social relationships based on music communication.
The interaction between users who share common
interest and taste forms Pandora a music-based social
network, which also drive driven its rapid growth of
users population.