Atlanta Arts Marketing Roundtable 09/21/11

Arts Marketing Roundtable

September 21, 2011

About Search Discovery• Founded 2004• Success through better marketing• Better marketing through analytics

WebAnalytics

UsabilityInformationArchitecture

PaidMedia

SEO

2

User Experience

3

User Experience

4

In Person• How do patrons interact with your art?

• How often?

• What is their user experience?

User Experience

5

Cost of Experiencing Art

• Monetary

• Opportunity

User Experience

6

Cost Benefit Calculation

Cost Benefit

{Value

User Experience

7

Cost Benefit Calculation

CostBenefit Value- =

User Experience

8

Cost Benefit Calculation

CostBenefit Value- =

• Increase Benefit to Increase Value

• Better Artists

• Higher Quality Work

• More Engaging Experience

User Experience

9

Cost Benefit Calculation

CostBenefit Value- =

• Decrease Cost to Increase Value

• Cheaper Tickets/Discounts

• Decrease Opportunity Cost

User Experience

10

Cost Benefit Calculation

Cost Benefit

{Value

Patron A

Cost Benefit

{Value

Cost Benefit

{Value

Patron B Patron C

User Experience

11

Your Website• Your Online Art Venue

• Increase Value Via Your Website

• Digital Marketing Channels Lead Here

• Long Term Strategy

Let’s start with a project

12

Our Project

13

What we know• Target Market - Demographic Data,

Psychographic Data, Similar/Comparable Art, etc.

• We Always ... - Emails, Season Mailers, Existing Contracts, Free Stuff

• Budget - Limited $

• Channels - TV, Radio, Print, Email, Paid Search, SEO, Display, Social Media, etc.

Our Project

14

Marketing Objectives

• Over a 5 year period, businesses my lose as many as half of their customers.

• Acquiring a new customer can cost 6-7 times more than retaining an existing customer.

(A) Retain Existing Patrons

(B) Acquire New Patrons

Digital Marketing Channels

15

★ Email

★ Paid Search (PPC)

★ Display

Digital Marketing Channels

16

★ Email

★ Paid Search (PPC)

★ Display

Email

17

Two Opportunities1. Segment

2. Test

Email

18

Retain Existing Customers• Reach your existing customers

• Print is expensive

• You know:• To whom you are sending emails

• Your patrons’ interests

• Past purchase behavior

Email

19

Let’s Test• Example:

• You are the theatre company

• Your season has three performances

• You want to test if patrons respond more favorably to an email about the entire season or only the show you think they are most likely to come see

Email

20

Let’s Test• Segment Your Patrons:

• First, divide them into three groups:

• One group each show: 1, 2, and 3

• Next, divide each of those groups into a control and a test:

• 1-Control, 1-Test

• 2-Control, 2-Test

• 3-Control, 3-Test

Email

21

Let’s Test

TC TTSeasonControl

Show 1Test

Show 2Test

Show 3Test

• We will need four emails:

Email

22

Let’s Test

1T

1C

3T2T

2C 3C

Show 1 Show 2 Show 3

Email

23

Let’s TestTracking Our Results:

• To Start: Open Rates, Click Rates, etc.

• Next Level: Track Website Engagement, Tag Links and Analyze Web Analytics Data

• Analytics Ninja: Track Segments All the Way Through Conversion (Ticket Sales)

Email

24

Acquire New Customers• List Trades

• Testing Could Be Difficult

• Track Each Email Separately

• Advertise to Engaged Audiences

Digital Marketing Channels

25

★ Email

★ Paid Search (PPC)

★ Display

Paid Search

26

What is PPC?

PaidResults

on Google

Paid Search

27

What is PPC?

PaidResultson Bing

Paid Search

28

What is PPC?• Google: Google AdWords

adwords.google.com

Google Grantwww.google.com/grants/

• Yahoo & Bing: Microsoft adCenter adcenter.microsoft.com

Paid Search

29

Resources to Get Started• AdWords Small Business Center - www.google.com/

adwords/smallbusinesscenter/

• Learn With Google (Beta) - www.google.com/ads/learn/marketing-business.html

• AdWords Online Classroom - www.youtube.com/adwordsclassroom

• AdWords Help Center - adwords.google.com/support/aw/?hl=en

• Exam Learning Center - adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go&hl=en

Digital Marketing Channels

30

★ Email

★ Paid Search (PPC)

★ Display

Display

31

Types of Display Advertising• Contextual - Audience, Topic, Keyword

• Placements - Individual Websites

• Retargeting - Retain Existing Customers

Display

32

Types of Display Advertising• Contextual - Audience, Topic, Keyword

• Placements - Individual Websites

• Retargeting - Retain Existing Customers

Display

33

Networks• Google: http://www.google.com/ads/

displaynetwork/

• Yahoo: http://advertising.yahoo.com/

• Facebook: http://www.facebook.com/advertising/

Display

34

Ads & Landing Pages

Display

35

Calculate Your CPACPA = Cost / ( Imp. * CTR * CR)

• Cost - Media Spend

• Imp. - Estimated Impressions

• CTR - Click Through Rate

• CR - Conversion Rate

• CPA - Cost Per Conversion

The Big Finish

36

WebAnalytics

UsabilityInformationArchitecture

PaidMedia

SEO

37

38

39

40

All tactics are accountable to

outcomes.

Data drives constant

improvements.

A common hub.

This means true collaboration

and compromise management across tactics.

Thank You.

Jordan SiltonAssistant Account ExecutiveSearch Discoverytwitter @jsiltonemail jordan.silton@searchdiscovery.com

Appendix

42

Appendix

43

Paid Media Resources• Yahoo Advertising - advertising.yahoo.com

• Microsoft Advertising - advertising.microsoft.com

• Facebook Ads - www.facebook.com/advertising

• Google Search Ads - www.google.com/intl/en/ads/searchads/

• Google Display Ads - www.google.com/ads/displaynetwork/

• Google Video and YouTube Ads - www.google.com/ads/video/

• Google TV Ads - www.google.com/ads/tv/

• Google Ad Innovations - www.google.com/ads/innovations/

Appendix

44

Other Cool Tools• Google Website Optimizer -

www.google.com/websiteoptimizer

• Google Webmaster Tools - www.google.com/webmasters/tools/

• CrazyEgg - www.crazyegg.com

• 4Q Survey - www.4qsurvey.com

• KISSinsights - www.kissinsights.com

Appendix

45

Social Media• Before: Should I be on social media?

• Now: Where should I be on social media?

• Just to name a few: Facebook, Twitter, Google+, Fourquare, LinkedIn, Ning, MySpace, etc.

Appendix

46

Social Media• Start by listening

• Are my patrons on this social network?

• What are they saying?

• Do they talk about my organization?

• Would my organization’s voice be active and engaging here?

Appendix

47

Social Media• Measure your impact

• There are tons of tools, here are just a few:• HootSuite: hootsuite.com

• Twitter Analytics: dev.twitter.com/blog/introducing-twitter-web-analytics

• Facebook Insights: www.facebook.com/insights/

• Social Mention: www.socialmention.com

Appendix

48

SEO• Search engine optimization (SEO) is the

process of improving the visibility of a website or a web page in search engines via the "organic" or "natural" search results.

• Organic search results are non-paid listings on search engine results pages.

• Organic listings appear because of their relevance to the search terms.

Appendix

49

SEO

OrganicResults

on Google

Appendix

50

SEO

OrganicResultson Bing

Appendix

51

SEO Resources• Google Webmaster Tools -

www.google.com/webmasters/tools/

• Webmaster Central Blog - googlewebmastercentral.blogspot.com

• SEOmoz - www.seomoz.org/learn-seo

• Google’s SEO Starter Guide - googlewebmastercentral.blogspot.com/2010/09/seo-starter-guide-updated.html