Spotify Community

Spotify & LithiumSpotify Marketing

Global Customer Care

Global Online Social Marketing

CS Social Media & Content -

Lithium Response

Community Lithium

Lithium Reach

Community Team

Per MeredithRorey

Our History 2012● Feb - Launched with Lithium● May -Launched @SpotifyCares 2013● Rock Star Program2014● Move to LSW for @SpotifyCares● Rock Star Jam 2016● @AskRockStars launches

Main categories

Rock Star Program● Slowly started gaining Super Users● Free Premium, Private Boards● Decided to advertise these perks

● Launched in Nov 2013○ Recognized Top Stars each month○ Private Skype chat○ Calls with Spotify Staff○ Non-disclosure agreements○ Rock Star Jam ○ Teams: Idea Guardian, Blog Maverick

How do we work with Rock Stars ● Private areas to communicate with them● Allow them to escalate stuff they can’t solve directly to us● Talk to them in Slack ● Offer a knowledge base special for Stars● Give them advanced community edit privileges

Rock Star Jam ● First event in 2014● Invite top 10 Rock Stars to

Stockholm● Three days, all expenses paid● Meet CEO● Q&A with Staff● New Features● See fellow Stars● 17 attendees in 3 years.

Rock Star Jam

Rock Star Jam

Rock Star Program 2.0● Earn points to redeem for

prizes.● Points for posting and

tweeting.● Created Top Star rank.● Moved all communication

to #Slack. ● Updated our Rewards

offered.

How did we upgrade to RSP 2.0?Custom components:● Formula for earning points.● Custom pages. ● Added new rewards.

Help Boards

How do Stars help? ● Answer customers directly● Escalate to community team if they don’t know the answer● Collect ideas and feedback● Educate other Stars

Redesign

Redesign

Redesign

Why did we redesign?

● Make it easier for customers to find answers● Promote the Rock Star Program● Improve the music chat areas● Make it easier to find, discuss and vote on an idea● Be more on-brand

Key Success Metrics

1. Lower contact rates to the email and social channels2. Increased participation in community threads3. Faster super user response times (and escalation to email

teams where needed (e.g. account issues)4. Increased amount and better quality of music discussion topics 5. Increased community super user base

Music Boards● Music Chat● Content Questions● Playlist Exchange (over 1,350 playlists)● “Backstage Area”

Music Blogs

Playlist Tools

Why do we have a music community? ● Music chat participants are more likely to use community for support

and more likely to offer an answer● Offers an incentive for customers originally coming for help to stay● Increases traffic to the community in search engine results● It’s awesome

Music Chat● Looking at 100 users in Music Chat ● 55% have asked a CS question in the

Community (100 users sampled)● 38% of those 100 users have helped

someone answer a question.● 70% of those 100 came to the Music area

first.

Idea Exchange

How we work with ideas● Best way for customers to submit

feedback ● Each idea needs at least 100

votes to be considered ● Rock Stars organise these to

prevent duplicates● Community managers pass on

ideas to product teams● We then update with an official

status

Idea Exchange

Allow us to introduce Marco● Top Idea Guardian● Augsburg, Germany● Engineering Student● Posted over 21,000 times● Attended all Rock Star Jam

Events

Allow us to introduce Marco

Success Stories● Google Chromecast Support● Ability to Delete Radio Stations● Customizable Playlists Covers &

Descriptions● Spotify Profile Pictures

Questions?