Celtic Colours International Festival & Social Media

1

Celtic Colours

International Festival

&

Social Media

2

• 1) Quick Intro to Celtic Colours International Festival

• 2) 2009 Social Media Goals & Results•2009 Social Media Strategy

•Social Media Goals

•Evaluation & Measurement

•What were the Results?

• 3) 2010 Social Media Strategy & Plan• Strategy & Goals Outline

• Plan to meet Goals

• Measurement & Evaluation

3

Our Mission Statement

4

About Celtic Colours International Festival

For nine days in October, Cape Breton Island is home to a unique

celebration of music and culture

44 Concerts in more than 30 communities all over Cape Breton

Island plus our nightly Festival Club

Hundreds of musicians from home and all over the Celtic world

Thousands of visitors to Cape Breton Island

In 2009 86% of available tickets were sold

55% were sold online

Almost 300 Community Cultural Events

Learning Experiences

Visual art series

Community meals

Outdoor events

Participatory events

5

Who Attends Celtic Colours?

Cape Breton 49% 42%

Rest of Nova

Scotia19% 22%

Rest of Canada 17% 20%

U.S. 13% 13%

Other Countries 2% 3%

2008 2009

6

Celtic Colours Audience

7

8

9

• Stats from Web Analytics and Social Media Analytics

• Web Analytics (Google & own web analytics)

• Intercept Surveys at Festival

• 987 Concert Surveys / 250 Experience surveys

• On-Line Surveys through followers

10

Rest of Nova

Scotia19% 22% 3%

Rest of Canada 17% 20% 3%

U.S. 13% 13% -

Other

Countries2% 3% 1%

2008 2009 % Inc

11

Facebook Fans:

June - Now - 1,972

12

Twitter Followers:

June - Now - 594

13

YouTube Video Views:

June - Now - 24,003

14

15

16

17

• Tried and True Marketing

Relationship Marketing

Traditional Advertising

Website

Audience Research & Development

18

• New Realities

Social Media

Community Branding

Targeted Promotional Activity

19

Emerging Trends

Mobile Application

Ar Coinhearsnachd - Our Community

User Generated Content website

20

Goals:

•Increase the visitor interaction and buy-in by 15%

•5,000 new active subscribers

•25% more 2 way on-line conversations

•Increase on-line ticket sales by 10%

Strategy

Capture Mentions & Intentions

Engage the On-Line Audience

Track trends and visitor analytics

21

Capture Mentions & Intentions

22

Capture Mentions & Intentions

23

Engage the On-Line Audience

Links to

Common

Interest items

24

Engage the On-Line Audience

Rich Media

Content

25

Engage the On-Line Audience

User Generated

Content

26

Facebook Insights

27

YouTube Insights

28

Twittalyzer

29

Klout

30

Alterian2

31

32

Contact Info:

Dan Coffin: dan@celtic-colours.com

Celtic Colours International Festival: www.celtic-colours.com

QuickTime™ and a decompressor

are needed to see this picture.