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Presentation from the "Digital is the New Black" session at the 2014 National Arts Marketing Project Conference in Atlanta, Georgia.
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TELLING YOUR STORY IN THE POST-DIGITAL WORLD
DIGITAL IS THE NEW BLACK
INTRODUCTIONS
DIGITAL IS THE NEW BLACK | #DigitalNB 2
Nella Vera Director of Marketing and Communications. TFANA. Brooklyn, New York Contact details [email protected] @spinstripes
Sarah Borenstein Digital Group Director. AKA NYC Contact details [email protected] @AKA_NYC #AKANYC
Gregory Hughes Marketing and Digital Media Coordinator. Jacob's Pillow Dance. Becket, Massachusetts Contact details: [email protected] @JacobsPillow
The AKA Group, including The Creative Partnership and Digital Media Services, employs over 300 staff with offices in New York, Los Angeles, London, Manchester, Sydney and Melbourne.
WHO ARE AKA?
DIGITAL IS THE NEW BLACK | #DigitalNB
• AKA was established in London in 1995.
• We are a management-owned, 360° full-service agency servicing arts and entertainment.
• Our NYC office of 50 experienced marketing professionals is led by Elizabeth Furze and Scott Moore.
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DIGITAL IS THE NEW BLACK | #DigitalNB
OUR CLIENTS
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WHY DIGITAL?
YOUR CUSTOMERS ARE CONSTANTLY CONNECTED. THEY
ARE CONSUMING INFORMATION AND ENGAGING WITHIN
THE DIGITAL ENVIRONMENT 24 HOURS A DAY.
THE STATISTICS
DIGITAL IS THE NEW BLACK | #DigitalNB 7
(SOURCE: BROADWAY LEAGUE 2014) (SOURCE: NELSON)
SO HOW DO YOU TELL AN ENGAGING STORY ONLINE?
THE FIRST STEP.
KNOW YOUR BRAND LIKE YOU KNOW YOUR BEST FRIEND.
THE KEY TO SUCCESS IS HAVING A CLEAR AND
INTIMATE UNDERSTANDING OF YOUR BRAND.
THIS WILL ENSURE YOUR MESSAGE IS CLEAR ,
MEMORABLE AND CONSISTENT.
KNOW YOUR BRAND LIKE YOU KNOW YOUR BEST
FRIEND.
THIS IS MY BESTIE ERIN. She is passionate about literature, the arts and cooking. She is smart, witty and incredibly funny. I know everything about Erin.
VISION VALUES AND BELIEFS PURPOSE PASSIONS PERSONALITY
YOU NEED TO KNOW EVERYTHING ABOUT YOUR BRAND.
DIGITAL IS THE NEW BLACK | #DigitalNB 13
ARTS INSTITUTIONS WITH STRONG BRANDS
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TELL YOUR STORY.
DEFINITION: STORYTELLING IS THE INTERACTIVE ART OF USING WORDS AND ACTIONS TO REVEAL THE ELEMENTS AND IMAGES OF A STORY WHILE
ENCOURAGING THE LISTENER'S IMAGINATION. 1. STORYTELLING IS INTERACTIVE. STORYTELLING INVOLVES A TWO-WAY INTERACTION BETWEEN A STORYTELLER AND ONE OR MORE LISTENERS.
1. BE HUMAN
STEP OUTSIDE YOUR MARKETING HEAD.
WHAT DO PEOPLE REALLY WANT?
HOW CAN YOU BE RELEVANT?
Use listening tools like Sysomos, Hootsuite and Google Analytics to understand: • Reach • Consumer Feedback / Engagement • Brand Loyalty • Web Analytics • Keyword / Search • Demographic / Location
LISTEN
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EXAMPLE: MATILDA LYRICS VIDEO
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http://bit.ly/1tifGtc
EXAMPLE: MATILDA USER GENERATED CONTENT
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EXAMPLE: MTC WEBSITE
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• Page views increased by 65% • New site visits increased by 35% • Bounce rate dropped 10% • Ticket sales, subscriptions and
donations all increased.
PEOPLE NEED TO BE ABLE TO RELATE TO YOU AND CARE ABOUT WHAT YOU HAVE TO SAY. LEAD WITH STORIES ABOUT PEOPLE, NOT PRODUCTS.
EXAMPLE: BURBERRY / GOOGLE KISSES
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http://bit.ly/1jx5JIm
2. BE WEIRD AND UNIQUE
REMEMBER…
THE AVERAGE U.S. CONSUMER SPENDS 60 HOURS A WEEK CONSUMING CONTENT
ACROSS DIGITAL DEVICES.
EXAMPLE: ONCE MUSIC VIDEOS
DIGITAL IS THE NEW BLACK | #DigitalNB 27
http://wdrv.it/1yeJGdP
EXAMPLE: A1 STEAK SAUCE
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http://mashable.com/2014/05/15/a-1-steak-sauce-ad/
EXAMPLE: MET INSTAGRAM
DIGITAL IS THE NEW BLACK | #DigitalNB 29
3. BE PICKY
YOU ARE NOT MEANT TO BE EVERYWHERE TO EVERYONE. PICK YOUR MEDIUM CAREFULLY.
CONTENT DISTRIBUTION
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SOCIAL WEB EMAIL MOBILE INFLUENCERS PARTNERS
EXAMPLE: ONCE MUSIC VIDEOS DISTRIBUTION
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4. BE BUTTONED UP
CONTENT PLAN
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Here is a simple template created by Likeable.com
RECAP
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1. BE HUMAN
2. BE WEIRD AND UNIQUE
3. BE PICKY
4. BE BUTTONED UP
THEATRE FOR A NEW AUDIENCE
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• Renowned classical theatre company
• After 34 years of being itinerant, TFANA opened
a new building in downtown Brooklyn.
• 300% increase in subscribers
• Double the number of patrons under 30
• Record attendance
THEATRE FOR A NEW AUDIENCE
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THEATRE FOR A NEW AUDIENCE
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http://bit.ly/1xauEqo
CHECKLIST FOR SUCCESS
1. Don’t fight the digital movement, get on it.
2. Keep the messaging very simple. Short actionable messages.
3. Invest in good creative.
DIGITAL IS THE NEW BLACK | #DigitalNB 44
INVEST IN GOOD CREATIVE
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INVEST IN GOOD CREATIVE
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INVEST IN GOOD CREATIVE
4. Integrate.
DIGITAL IS THE NEW BLACK | #DigitalNB 48
INTEGRATE
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INTEGRATE
5. Have a plan.
6. Measure
DIGITAL IS THE NEW BLACK | #DigitalNB 52
MEASURE
7. Test everything.
8. Have a mobile strategy.
9. Digital is everyone’s job.
10. Be authentic.
http://youtu.be/OQSNhk5ICTI
11. Make it shareable.
DIGITAL IS THE NEW BLACK | #DigitalNB 58
MAKE IT SHARABLE
DIGITAL IS THE NEW BLACK | #DigitalNB 59
MAKE IT SHARABLE
A National Historic Landmark and National Medal of Arts recipient, Jacob's Pillow is home to America's longest running dance festival, located in the Berkshire Hills of Western Massachusetts. In 2014, the Pillow hosted its 82nd world-renowned dance Festival.
JACOB’S PILLOW DANCE FESTIVAL
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• 50 dance companies from across the U.S. and around the globe
• 200 free performances, talks, and events • Professional training programs (The School at
Jacob’s Pillow)
• Rare and extensive dance Archives • Community programs designed to engage and
educate audiences of all ages
• Virtual Pillow and Jacob’s Pillow Dance Interactive
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THE STORIES WE TELL
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Pinpoint the platforms that effectively tell the story of your organization and reach your audience. Connect with your pre-existing patrons and focus on acquisition of new prospects.
EMBRACING THE DIGITAL MOVEMENT
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YOUR PATRONS ARE NOT ALL ON THE SAME CHAPTER
OF YOUR STORY
Identify campaign goals and tailor your story accordingly. Segment your campaigns and communicate effectively to each audience.
DIGITAL MESSAGING – FESTIVAL 2014
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BOTTOM OF THE FUNNEL • Generate “in the know” content • Focus on specific programming
as opposed to the experiential
TACTICS • Engage with current Fans • Employ CRM lists & retargeting to reinforce
your message across multiple platforms
DIGITAL MESSAGING – FESTIVAL 2014
DIGITAL IS THE NEW BLACK | #DigitalNB 65
TOP OF THE FUNNEL • Broader content that reflects the
experience of your venue • Bridge the gap between what they may
know and what you want them to know
TACTICS • Target Friends of Fans, Interests, and
Lookalike Groups • Think purely in terms of acquisition and
cultivation
CAMPAIGN RESULTS – FESTIVAL 2014
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FACEBOOK • $20 cost per acquisition • 690% campaign ROI • 3,452 new page likes
REMIND YOUR PATRONS WHERE THEY ARE IN
THE STORY
DIGITAL MESSAGING – FESTIVAL 2014
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Employ retargeting pixels to serve your content across multiple platforms. Remind the user where they are in the story, and entice them to finish the final pages.
CHAPTER ONE CHAPTER TWO CHAPTER THREE
DIGITAL MESSAGING – FESTIVAL 2014
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INCITING INCIDENT FINAL CHAPTER
CAMPAIGN RESULTS – FESTIVAL 2014
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DISPLAY RETARGETING • $7.65 cost per acquisition • 1,991% campaign ROI • 0.50% click through rate
THE STORY DOESN’T END THERE
SUSTAIN ENGAGEMENT OUTSIDE OF PROGRAMMING,
AND YEAR-ROUND
DIGITAL MESSAGING – FESTIVAL 2014
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Engage with your audience beyond programming alerts. Sustain their attention and ensure you are able to speak to them when you need to most. Strive for virality.
DIGITAL MESSAGING – FESTIVAL 2014
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Experience your organization through the lens of your patrons. They are your most compelling advocates. #PillowPeople
DIGITAL MESSAGING – FESTIVAL 2014
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Leverage your digital resources. Consider the optimal portal for their deployment and encourage social sharing year-round. Through the lens of what has already happened, continue to illustrate how and why the user should be excited to experience the venue live.
DIGITAL MESSAGING – FESTIVAL 2014
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Anticipate what’s next. In the meantime, use those platforms to inform content decisions on your ROI generators.
GENERATE EXCITEMENT FOR THE NEXT CHAPTER IN
YOUR STORY
THANK YOU
DIGITAL IS THE NEW BLACK | #DigitalNB 78
Nella Vera Director of Marketing and Communications. TFANA. Brooklyn, New York Contact details [email protected] @spinstripes
Sarah Borenstein Digital Group Director. AKA NYC Contact details [email protected] @AKA_NYC #AKANYC
Gregory Hughes Marketing and Digital Media Coordinator. Jacob's Pillow Dance. Becket, Massachusetts Contact details: [email protected] @JacobsPillow