Digital Marketing - Getting Your Audience Involved

Getting your
audience involved
Case Study, Concepts, and
Debatable Ideas
Kenny Ong
Universal Music Group
Malaysia, Singapore & IndoChina
http://totallyunrelatedrandomanddebatable.blogspot.com/

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LABELS ARTISTS
OVER 6,700 ESTABLISHED &
EMERGING ARTISTS
REPRESENTING ALL GENRES
PUBLISHING CATALOGUE
LEADING WORLDWIDE
PUBLISHING COMPANY
MUSIC ICONIC &
INFLUENTIAL LABELS &
MUSIC CO ACROSS 77
COUNTRIES
MOST LOVED ICONS
MERCHANDISE
#1 MERCHANDISING
COMPANY WORLDWIDE

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UMG & BRANDS
A U N I V E R S A L M U S I C G R O U P & B R A N D S P R E S E N T A T I O N , 2 0 1 6
• LIVE EVENTS
• INFLUENCER
MARKETING
• CAMPAIGNS,
MARKETING &
PROMOTION
• PRODUCT
PLACEMENT
• ENDORSEMENT &
BRANDED CONTENT

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RULE 1: REMEMBER THE COW
Our Ancestors understood marketing way before us

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“Cow Don’t Drink
Water Cannot Keep
Cow Head Down”

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1. Compliance
2. Influence
3. Attribution

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1. credible expert (authority),
2. if we regard him or her as a trusted friend
(likeability),
3. if we feel we owe them one (reciprocity),
4. or if doing so will be consistent with our
beliefs or prior commitments (consistency).
5. we are also inclined to make choices that we
think are popular (consensus),
6. and that will net us a scarce commodity
(scarcity).
Social Influence

RULE 2: THE REAL GOAL OF
MARKETING AND BRANDING
Understanding our role in the whole scheme of things

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What is the purpose of
Marketing & Branding?
Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman
“Retention and Loyalty are useless if
No Conversion is happening.”

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“Retention and Loyalty are useless if
No Conversion is happening.”
“Communication is useless if No
Conversion is happening.”

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What is the Objective?
1.Comm = Relationship (something like
Dating)
2.Comm ≠ Media glitz
3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL
4.Comm ≠ CSR
5.Comm ≠ Social Media
6.Comm = Get more people, to buy
more, more frequently, at higher prices

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“Black Beatles” –
Rae Sremmurd & Gucci Mane>40M views
2M views
per day

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“Black Beatles” –
Rae Sremmurd & Gucci Mane
• Twitter Rae Sremmurd’s account +19,000
followers
• Twitter >1.1 million tweets mention “Rae
Sremmurd” and #BlackBeatles
• Spotify streams +170%
• Spotify >55 million streams
• Youtube >42 million views
• Youtube between 1M and 2M plays per day
• Pandora +1118%
• Pandora +100,000 stations

RULE 3: THE PRODUCT IS NOT
THE PRODUCT
How I spend my money is my business

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What is the Product?
Core Buying Purpose/ Customer
Value Proposition/
Job To Be Done (JBTD)

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“The Product is Not the Product”
• What is the customer really buying?
• What is the “Core Buying Purpose”?

3 Paths
Business
ChannelTarget
PLAN

THE BUSINESS MODEL
The biggest impact

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3 Paths
Business
ChannelTarget
PLAN

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What is the Business Model?
USP
Market
Discipline
Profit Model
•Google
•Tata Nano

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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed
Reliable product and
service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product
Leadership
Operational
Excellence
Customer
Intimacy
• Cost
• Convenience
• TCO
• Features,
Benefits
• Limited
Range
• Solutions
• Customization
• Breadth &
Depth

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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed
Reliable product and
service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product
Leadership
Operational
Excellence
Customer
Intimacy•Air Asia
•LV
•Ramly

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Operational
Excellence
• Competitive price
• Error free, reliable
• Fast (on demand)
• Simple
• Responsive
• Consistent
information for all
• Transactional
• 'Once and Done'
Customer Intimacy
• Management by
Fact
• Easy to do
business with
• Have it your way
(customization)
• Market segments
of one
• Proactive, flexible
• Relationship and
consultative
selling
• Cross selling
Product Leadership
• New, state of the
art products or
services
• Risk takers
• Meet volatile
customer needs
• Fast concept-to-
counter
• Never satisfied -
obsolete own and
competitors'
products
• Learning
organization
Alignment & Consistency:
Disciplines, Priorities, and KPIs

UNDERSTANDING THE TARGET
The power of targeted communications

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3 Paths
Business
ChannelTarget
PLAN

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Understanding the Target

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Content for WHO?
Age
Gender
Location
Language
Interests

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Gamification – basic elements

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Gamification – best practices

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RIGHT TOOLS, RIGHT TIME,
THE RIGHT AUDIENCE
The power of targeted communications

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3 Paths
Business
ChannelTarget
Content

A. CONTENT-SHARING
UMG’s Lemonade

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http://totallyunrelatedrandomanddebatable.blogspot.com/A U N I V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6

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B. IMMERSIVE TECH
UMG’s VRTGO

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Immersive Tech

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Agenda
Business
ChannelTarget
PLAN

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End Notes

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Venue: Koh Pich - ‘Diamond Island’
Attendees - approx. 25,000 people
Earned Media (Traditional)
•12 online sites announced the show
•9 TV stations broadcasted about the show
•2 phone interviews broadcasted on radio
•9 main stream newspapers announced the show
•7 magazines covered the event
•2 international newspapers covered the show
Earned Media (Social)
•30,019 likes for Demi Lovato Fan Page
•Average reach per post - 5000
•+340,000 Facebook fans since the launch of the Artist of the Month
program
•+401,000 Facebook fans since the launch of the Partnership
•1st Facebook fanbase for a brand in Cambodia

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Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman

Thank You.
soft copy of slides:
http://totallyunrelatedrandomanddebatable.
blogspot.com/

Digital Marketing - Getting Your Audience Involved

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