Sony Music
thelab's Interactive Team Integrates Social and Search Strategy Into Sony Music's Web Based Initiatives
Sony Music develops, maintains, and promotes over 200 of their artist and label websites in house - including MichaelJackson.com, Beyonce.com, Britney.com, and ACDC.com. In the face of tough competition and decreasing margins and budgets, Sony’s goals were to increase traffic across the entire artist network, as well as increases sales for products including digital downloads, tickets, and merchandise, through the use of search and social media initiatives.
We increased the value of search and social within the organization by optimizing and executing general site strategy to handling CMS, Facebook and Twitter strategy for artists. We conducted specially tailored training sessions with various stakeholder groups within Sony, produced modules for the CMS and ecommerce platforms to improve SEO and created software to monitor KPI’s and identify potential hazards such as broken links across the entire portfolio of domains. thelab also developed internal tools and software for SME to better manage and analyze various initiatives, including SEO friendly copy, and tools like statdash.com.
Overall we managed the development and maintenance of the 200+ Sony Music Entertainment artist sites that exist under the Sony umbrella. While our involvement on each site varied, our overall results from our site work indicated increased rankings across all Sony artist and label sites, as well as SonyMusic.com, increased conversion rates and sales revenue on digital downloads, merchandise, and hard goods and increased indexation rate of content, as well as volume of content indexed. We also experience an enhanced syndication of Sony content within social channels, sped up production of websites by introducing SEO and social to the beginning of the product lifecycle, and new technologies developed to improve Sony Music’s ability to track and iterate online marketing initiatives.
