Chief Analytics Officer Fall USA 2017 - Radha Subramanyam - iHeart Media

1

SOCIAL MEDIA ANALYTICS & DIGITAL REVOLUTION

2

Millennials are an incredibly connected generation ever! Duh..

MILLENNIALS ARE 3X MORE LIKELY to be early adopters of digital, social and

mobile trends, compared to other

generations

NEARLY HALF OF MILLENNIALS use social media to spread the word about

products or services

Source: FutureCast Millennial Mindset Report 2016, CrowdTwist Loyalty Program Report 2015

3

A Brand’s Social Presence Influences How Millennials Engage With The Brand

60%

Of Millennials are

more likely to buy

if the brand

delivers interesting

content that

teaches them

something

Source: NewsCred Millennial Survey 2014

Of Millennials only

share content if it is

thought-provoking

and intelligent

31%

4

Social Media Is A Complementary Medium

Source: iHR Power of Personality 2014; Nielsen

57%

Have

engaged

with radio via

social media

Viewers

visited social

media sites

while

watching TV

1in2

5

Millennials Respond To Value, Exclusivity and Thought Provoking Strategies

It’s not enough to create

a hashtag, place it at the bottom of a TV screen and hope that people will use it.

Rather,

authentic

engagement

requires a

thoughtful

strategy

and

targeted

execution

6

5 Ways iHeartMedia Uses Social Media To Improve Millennial Engagement

Leverage relationships with artists creating multi-platform

open engagement with fans

Drive social conversation at scale utilizing innovative

“Fan Ambassador” integrations

Adapt content for emerging social platforms remaining

flexible and nimble

Tailor strategies employing strengths of individual mediums

and audiences

Humanize artists and audiences with authentic two-way

communication

1

2

3

4

5

7

1 LEVERAGE RELATIONSHIPS WITH

ARTISTS CREATING MULTI-PLATFORM

OPEN ENGAGEMENT WITH FANS

8

Shawn Mendes Takeover

Objective: Promote the release of Shawn Mendes’ new single “Treat You Better” while

connecting fans directly with the artist

Execution:

• Exclusive access to Shawn’s appearance on Elvis Duran debuting his new single

• Full Day Takeover of iHeartRadio’s Snapchat account, chronicling Shawn’s day

• Facebook Live broadcast on iHeartRadio’s Facebook page

• Twitter Q+A with fans using the hashtag #iHeartShawn

• Live streamed performance at the iHeartRadio NY Theatre to celebrate the

World Premiere of “Treat You Better”

9

Shawn Mendes Takeover

MENDES ON ELVIS DURAN DEBUTING “TREAT YOU BETTER”

FULL DAY TAKEOVER OF IHEARTRADIO’S SNAPCHAT

FACEBOOK LIVE BROADCAST

INTERACTIVE Q+A WITH FANS VIA TWITTER

10

2 DRIVE SOCIAL CONVERSATION AT

SCALE UTALIZING INNOVATIVE “FAN

AMBASSADOR” INTEGRATIONS

11

“Best Fan Army” Fan Ambassadors

Objective: Utilize organic social networks developed by passionate fans to ignite social

voting for the 2017 iHeartRadio Music Awards “Best Fan Army” category

Execution:

• 12 socially active and influential fans were identified and appointed as “Fan

Ambassadors” – 1 representative from each nominated fan army

• Fan Ambassadors revealed “Best Fan Army” category nominees via Twitter

Video 2 hours before the roadblock announcement –

– Resulting in a #1 Worldwide trend, nationwide trend and nearly 1 Billion

social impressions before the roadblock announcement

12

“Best Fan Army” Fan Ambassadors

BELIEBERS HARMONIZERS DIRECTIONERS

13

3 ADAPT CONTENT FOR EMERGING

SOCIAL PLATFORMS REMAINING

FLEXIBLE & NIMBLE

14

YouNow Hailee Steinfeld Cover Contest

Objective: Create a new and meaningful brand presence on the emerging social platform, YouNow

Execution:

• Hailee Steinfeld hosted a live video contest with fans on iHeartRadio’s YouNow channel

• 6 guests from the iHeartRadio YouNow live chat where invited to perform a cover of Hailee’s single “Rock Bottom”

• A winning cover was chosen by fan voting, Hailee Steinfeld and an iHeartRadio panel

• 2 fans won a NYC trip to “Escape The Room” with Hailee Steinfeld

• Contest was promoted and shared on iHeartRadio Facebook and Twitter pages

15

YouNow Hailee Steinfeld Cover Contest

16

4 TAILOR STRATEGIES EMPLOYING

STRENGTHS OF INDIVIDUAL

MEDIUMS AND AUDIENCES

17

Taylor Swift & Shawn Mendes Easter Double Tap

Objective: Curate targeted content that integrates platform features unique to Instagram

Execution:

• 2 Easter themed photos were posted from the iHeartRadio Instagram

account, missing part of the photo

o Taylor Swift holding an oversized Easter Egg

o Shawn Mendes in an Easter Bunny costume

• Followers could fill in the missing pieces by using Instagram’s unique

“double tap” feature, displaying a heart on liked posts

18

Taylor Swift & Shawn Mendes Easter Double Tap

19

5 HUMANIZE ARTISTS AND AUDIENCES

WITH AUTHENTIC TWO-WAY

COMMUNICATION

20

iHeartRadio Twitter Tuesday

Objective: Empower real time two-way conversations between fans and their favorite artists

Execution:

• Different artists took over iHeartRadio’s Twitter account every Tuesday

• For 30 minutes, fans could ask artists questions using the hashtag

#twittertuesday and #iHeartartistname

• Each artist of the week answered fans’ questions directly via Twitter

21

iHeartRadio Twitter Tuesday

22

Leverage relationship with artists creating multi-platform open

engagement with fans

Drive social conversation at scale utilizing innovative “Fan

Ambassador” integrations

Adapt content for emerging social platforms remaining flexible

and nimble

Tailor strategies employing strengths of individual mediums and

audiences

Humanize artists and audiences with authentic two-way

communication

1

2

3

4

5

Their reverence and love of artists

They are influencers but want to be influenced

They have an expectation for

content to be liquid & live

Content needs to be relevant

Need for connection & interaction

These 5 Strategies Are Successful Because They Align With Core Millennial Values

That We Glean Through Insights

23

SOME RESULTS

24 24

Phenomenal Social Media Presence Of 2017 iHeartRadio Music Awards

Source: iHeartRadio Music Awards/Grammys: Tracx, US only; Super Bowl LI: https://www.forbes.com/sites/nelsongranados/2017/02/06/super-bowl-game-ads-and-half-time-show-invade-social-media/#2b30b85937c9 ; Oscars: www.brandwatch.com/blog/react-oscars-2017-social-media/

165B Impressions

53B Impressions

39B Impressions

86B Impressions

25 Source: Tracx

#iHeartJingleBall #iHeartPoolParty #iHeartMusicFestival #iHeartMusicAwards

YOY SOCIAL MEDIA IMPRESSIONS HAD

MASSIVE GROWTH

25

iHeartMedia Tent Pole Events

35 BILLION IMPRESSIONS

26

5 Best Practices In Social Media Analytics

Identify partners with the broadest social foot print

Identify passionate owners on your team

Know your product & experiences

Optimize in real time

Customize the goals and metrics for measurement

1

2

3

4

5

27

AND WE CAN USE SOCIAL MEDIA DATA FOR MORE THAN

JUST SOCIAL ENGAGEMENT

28 28

Targeting Of Digital With The Scale Of Radio

+ SOCIAL DATA

= PROGRAMMATIC

BROADCAST RADIO

29 29

2 0 1 6 Y E A R O F S O U N D

Custom Audiences With Broadcast Scale

BUILDING AUDIENCE SEGMENTS:

How Does It Work

SEGMENT

AUDIENCES USE LISTENER

DATA FROM 85M

REGISTERED USERS

MATCH TO

SOCIAL

ANALYZE

LISTENERS MAP TO

BROADCAST

THROUGH

CORRELATED

RESEARCH

30

IHEARTMEDIA SMART AUDIO PRODUCT SUITE

First of its kind data

driven ad products

built on audience

insights and

dynamic creative

optimization for

broadcast radio.

SMART AUDIO AUDIENCES SMART AUDIO DYNAMIC CREATIVE

700+ AUDIENCE SEGMENTS available including

50+ media consumption related audiences

such as people who have interest in:

• Action Movies

• Animated Movies

• Drama

• Horror/Thriller Movies

• Video games

CUSTOM AUDIENCE SEGMENTS

developed from 1st party client data crossed with iHeartMedia listener profile data.

RADIO CREATIVE OPTIMIZED to align with

environmental variables such as:

• Weather

• Finance

• Gas prices

• Employment

• Mortgage rates

31

Thank You!