How Live Nation uses Spredfast to Boost Ticket Sales and Maintain Brand Voice
With 325 social media accounts, 133 users, and more than 32,000 artists to promote, Live Nation Entertainment — the world’s largest producer of events — is an enterprise powerhouse. Live Nation’s marketing model is hub-and-spoke: the Live Nation central team creates content to support their local marketers across the United States. Until recently, however, those local marketers were publishing natively to each individual social network. This led to big gaps between the central and local marketers. First, it was inefficient and slowed down collaboration: Live Nation central shared content through a daily email that prompted local marketers to download, copy and schedule the content themselves. This process was three steps too many. Second, Live Nation lacked access to reliable content and campaign performance data across their local accounts, which they needed to inform future strategy. On top of all of this, Live Nation also needed to maintain consistent brand voice across channels, pages and teams.
Spredfast’s social media management software bridged these gaps for Live Nation, creating an environment of seamless collaboration between the central and local marketers. Using Spredfast, the Live Nation central team now works closely with its local marketers to create, plan and distribute social content for all of its social accounts — all from one platform.
Using the distribution capability within Spredfast's campaign planning tool, the Live Nation central team easily distributes content to their local marketers. The central team can push content directly onto the local marketers' calendars. Those local marketers can then publish as-is, or edit it to fit their specific scheduling or market needs. This has drastically simplified their collaboration, increased efficiencies, and provided them with visibility into aggregated content performance analytics — all while promoting a consistent brand voice across channels. They call this distribution the Daily Content Feed, and the engagement from these posts is consistently off-the-charts.
Having comprehensive performance data in one platform means Live Nation can rest assured knowing they’re informing their content strategy and creating content that resonates with fans. Using the analytics and reporting available within Spredfast, Live Nation can track and measure the metrics that matter most to them, including engagement, views, and conversions (ticket sales) for each social network — and that’s music to their ears.
How They Make It Work
- Draft and schedule content within Spredfast, then distribute that content easily to their local marketings teams across the enterprise for publishing on local channels
- Monitor what local marketers are posting and what pages they are posting to
- Analyze performance using Spredfast reporting dashboards, allowing content performance to inform future content strategies
- Further refine content strategy by regularly evaluating over- and under-performing content
Live Nation fans listen to live music that moves them. With Spredfast, Live Nation marketers can tune in to content performance — and use that data to set content strategies that move their fans as well. Thanks to Spredfast, Live Nation can more efficiently grow their social channels, promote their tours and, most importantly, sell tickets.