Social Networks Guideline Through The Power of Music - Universal Music Group & Brands

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Copyright © 2013 Universal Music Ltd.

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1. Most Popular online activity worldwide
2. All Age Groups use social networking today –
not only young people
3. For digital natives, it is a normal mean of
socialization
4. Mobile Devices are fueling the social addiction
5. Micro-blogging* has emerged as a disruptive
new force in social networking
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Copyright © 2013 Universal Music Ltd. *Micro-blogging: Twitter like services

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Create
engagement
between the
brand and new
audiences
Meet
Acquisition’s
Objectives
Enhance or
change brand
image
Increase
website
traffic
Increase
customer
loyalty
Increase
brand
awareness

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Adding all of the company’s pages to each Favourite Pages section
helps recirculate its fans and create an association between one
product or brand and the umbrella company.
Promote the fan pages on Universal Music local websites, local
platforms & associated brand websites.
Pages that are updated multiple times a day have more fans and
likes than pages updated on a daily basis.
Text updates alone don’t inspire fans long term and won’t make a
page look compelling.
The pages that do include rich content types have an average of
19 times more fans than the pages that don’t.

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Don’t post too many brand messages.
Don’t lock your Facebook page!
97% of the pages allow fans to post text-based
messages on the wall, and 57% of them let fans post
photos or videos too.
The ability to discuss content is at the heart of social
applications.
It can be about the brand or broad questions that
can easily be answered by a majority of the fans.
Ex: Chiclets sent a kit with gifts to make influencers
talk about the contest on the social media
This allows a sub community to establish itself among
the fans, fostering deep engagement that keeps the
most loyal fans returning to the page.

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Announce exclusivities in advance
Follow an event minute by minute
The Hashtag “#”: is used to mark keywords or topics in a Tweet.
It relates your post to the topic mentioned
The “@”: the "@" sign followed by a username is used for
mentioning or answering to other users
Retweet: you can share the post of another user by using “Retweet”
and other users can do the same
Try to be “retweeted” as much as possible
Drive people toward your YouTube channel, Facebook pages,
contests, exclusive contents via your twitter account
It can be about the brand or broad questions that can easily be
answered by a majority of the fans.

Emma’s exclusive message for Hyundai
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Psy’s YouTube channel design
The viewer skips from a video to another very fast: you have to
retain their attention with original content.
Have weekly updates to make
the viewer come back on your page
 You can add a message at the end of the video like “Come back
next week to see the new clip of…”
Make a very differentiated YouTube channel
Ex: Skype session with David Bisbal posted on Facebook resulted
in lots of fans comment

Remain vigilant about everything that is
written on your brand or activity
• Subscribe to a Google Alert on specific
key words
• Use Radian6, a Marketing Cloud that
monitors whatever mentions your brand or
activity
React promptly
• A lot of people think they are not heard
and conversations can escalate quickly
• Show the customer that their problem
is taken into account.
Don’t cancel bad comments
Put yourself in the customer’s shoes
• The customers don’t care about
what causes their problems
• Apologize when you are wrong
• Propose solutions instead of finding excuses
Don’t fuel the troll*: some people are just
posting bad comments to harm a brand’s
name and every interaction fuel their behavior.
• Ignore them
• If their comments are perfectly groundless,
prove them wrong with actual facts
Be discreet
• A public forum is not the most
appropriate place to solve a complex issue
• Propose to the dissatisfied customer to
continue the discussion on a more appropriate
support (phone, email, online support forum)
* Troll = person who participate in a debate on a forum in order to fuel a controversy or more generally to disturb the balance of a community 10

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Copyright © 2013 Universal Music Ltd. Source: http://www.metro.us/boston/entertainment/2013/05/10/psy-brings-gangnam-style-to-harvard/ 13
The most-viewed video in the online service’s
history, with a global following and nearly
1.6 billion views (May 2013)
Gentleman” received more than 20 million hits
in the first 24 hours after its release in April
2013, easily beating the previous record of 8
million views for Justin Bieber’s “Boyfriend” in the
first 24 hours

Copyright © 2013 Universal Music Ltd. Source: http://www.ounewsbureau.com/?p=4620. *13/05/13 14
In 2012 alone, “Gangnam Style,” “Call Me Maybe,” “Somebody That I Used To Know,” “Sexy
and I Know It” and “We Are Young” generated more than
a billion views in parody videos.
Mitt Rommney Style parody:
+47 million views*
Kim Jong Style parody:
+32 million views*
Somebody that I used to know WOTE
parody : +15 million views*
Some Study That I Used to Know:
+6.1 million views*
Sexy and I’m Homeless:
+17.8 million views*
Santa and I Know It:
+14.4 million views*

Copyright © 2013 Universal Music Ltd. Source: http://www.ounewsbureau.com/?p=4620. *13/05/13 15
Music in marketing isn’t just a passive
background: whether it’s attention grabbing or
supporting your message it still communicates.
Music speaks to our emotions, brings people
together and starts conversations.
Music provides not just a personal relationship,
but a long-term loyal behaviour as well by
offering emotions, experiences, exclusivity and
engagement. Music is able to differentiate the
brand itself from the competitors.

Facebook contest through Chiclets Facebook’ s page:
• Participate to a contest to win a Fan Pack with 2
tickets for Justin Bieber show in NYC and a Meet &
Greet
• Contest Concept: Tell your friends why you should
attend the JB show and ask them to like your answer
• In order to like, one must like Chiclets Facebook page
first
• Justin Bieber: huge pool of fans among the 13-17
(Chiclets’ target)
• Chiclets: very popular brand among the youngsters
• Chiclets Facebook Page: a lot of content &
interactions with the customers
 Kit with Chiclets products was sent to 80
public influencers between 13-17 years old
with a large base of followers on social
networks to create buzz
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www.universalmusicandbrands.com
universalmusicandbrands@umusic.com

Social Networks Guideline Through The Power of Music - Universal Music Group & Brands

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Social Networks Guideline Through The Power of Music - Universal Music Group & Brands