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While using social media to market the arts isn’t new, the how to of social marketing is constantly evolving. The effectiveness of Facebook and Google ads, once considered the ultimate, is now being questioned. Marketers need new ways to reach their patrons via social media – and it’s the patrons, not the marketers who determine the rules of engagement. Find out how the Napa Valley Opera House is using the social side of marketing to increase ticket sales and customer satisfaction. INTIX 2013 presentation by Keith Goldberg, Vendini and Julie Dalrymple, Napa Valley Opera House.
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Cashing in on the social side of marketing
Presented to you by: Keith Goldberg, Vendini, Inc. Julie Dalrymple, Napa Valley Opera House
INTIX 2013
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Introductions
Keith Goldberg Julie Dalrymple
1. The State of Social Media
2. A Gentle Intro to Social Media
3. Napa Valley Opera House strategy
4. ROI, Tools and Best Practices
5. What to Expect in 2013
6. Q&A
Table of Contents
Vendini, Inc. | Napa Valley Opera House
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Social Media
Vendini, Inc. | Napa Valley Opera House
Forms of electronic communication through which users create online communities to share information, ideas, messages and other content.” “
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(noun)
Source: Merriam –Webster Online
Redefining Arts Promotions
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99%
86% 72% 27%
97%
50% Source: h6p://pewinternet.org/Reports/2013/Arts-‐and-‐technology.aspx
Of arts organizations have their own website
Host podcasts
Have a social media presence
Accept donations online
Sell tickets online
Publish a blog
Socializing Before an Event
Vendini, Inc. | Napa Valley Opera House
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82%
Source: h6p://pewinternet.org/Reports/2013/Arts-‐and-‐technology.aspx
Say they engage audiences before, during, and after events.
77% Use social networks as a social barometer to monitor what patrons and the public are saying about their organizations.
55% Have used crowdsourcing to help program events
65% Use the tools to learn more about their patrons via more direct communications, online surveys, & polls
? Where to begin
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Set Goals 1 Step
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1. Set Clear KPIs Likes
Followers
Brand Awareness
Ticket Sales
Support
Outreach
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Choose Channels 2
Step
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2. Focus on a Few Channels
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Editorial Calendar 3
Step
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3. Plan an Editorial Calendar
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Listen. Share. Engage. 4
Step
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4. Listen. Share. Engage.
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Cultivate Influencers 5
Step
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5. Know Your Influencers & Advocates • Mentions • Shares • Liked Posts • #FF
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Monitor & Measure 6
Step
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6. Mind Your KPIs
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The Shift In Online Content
SPONSORED STORIES
LONGER FORM VIDEO
WEB FILMS
PHOTO STREAMS
INTERACTIVE GRAPHICS
Image Source: h6p://news.solvemedia.com/post/37787487410/naKve-‐adverKsing-‐in-‐context-‐infographic
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Today’s Patron Connected 24-7
Consumer attention to traditional display advertising is decreasing.
Source: h6p://news.solvemedia.com/post/37787487410/naKve-‐adverKsing-‐in-‐context-‐infographic
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The Shift in Advertising
Social
Traditional
Promoted tweets Sponsored Stories Paid Discovery
Source: h6p://news.solvemedia.com/post/37787487410/naKve-‐adverKsing-‐in-‐context-‐infographic
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Native In-Stream Advertising
“ A specific mode of monetization that aims to augment user experience by providing value through relevant content delivered in-stream.”
DefiniKon Source: h6p://news.solvemedia.com/post/37787487410/naKve-‐adverKsing-‐in-‐context-‐infographic
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Rise of High-Quality Content Marketing
Looks organic Not intrusive
Relevant
=� more brand engagement
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Play by the Rules
Tell a story. Keep it interesting. Respect the user.
THE RULES�
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Julie Dalrymple
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Bebel Gilberto
Lisa Loeb
Chris Botti
Natalie Cole Jake Shimabukuro
Photos by Jane Higgins
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The Goals 1. Engage audience online to keep in touch. 2. Use ads to get to know a new audience. 3. Build brand on a personal level. 4. Grow followers and sales.
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The Strategy Earn Respect
Personalize Engagement
Listen, Monitor, Capture.
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The Strategy • Share interesting, relevant content. • Don’t shamelessly self-promote. • Focus on one channel to maintain
content & tone.
Earn Respect
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• Showcase your voice & identity. • Show, don’t tell. • Reward followers with exclusive content. • Compliment online engagement with a
fantastic in-person experience. • Incentivize & reward followers. • Cross promote with artists.
The Strategy Personalize Engagement
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• Listen, don’t just broadcast. • Monitor mentions & know your advocates. • Track post popularity to hone in on what
resonates. • Capture followers’ contact information to
stay in touch via other channels.
Listen, Monitor, Capture.
The Strategy
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An Integrated Strategy 1. The total patron experience, online & off.
2. Make website and social channels
findable, usable and easy to share.
3. Authentically convey our personality.
4. Demonstrate and pique interest for
excellent events and venue.
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Our Facebook Strategy
Facebook Ads
Sponsored stories
Give followers a way to opt-in to stay in touch via other channels.
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Social Media Wins
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Social Media Wins “A perfect venue for a film festival: don’t you think?” “They have a great line up of music. Should always keep an eye out.”
“My wife and I went here last Saturday…I was very impressed with the venue, the concert and the upcoming acts. With only 450 comfortable seats there wasn’t a bad one in the house…I’m sure we will be back soon, great experience.”
“Kronos brings spirit of adventure to the Opera House buff.ly/WEBGH @NVOH”
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Social Media Wins
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Social Media Wins
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Results 1. In-stream vs. event-specific ads.
2. Social media audience doubled.
3. See an increasing number of sales
coming via social media channels.
4. Effectively communicate our brand.
5. Influence future sales by staying in
touch, building anticipation for
events via social media content.
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The Challenges vs � vs � Spreading yourself thin across too
many channels.
Creative content and staggering posts.
Reaching the portion of our audience that doesn’t hang out on these channels.
Keeping up with changing trends.
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Future Plans Refocus our Twitter strategy.
Explore more social and advertising channels.
Regularly host contests that incorporate sharing.
Develop a strategic program to cultivate our advocates and community partners.
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Analytics, Tools & Trends �Keith Goldberg
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Growth Over Time
Visitors +
Source
Level of Engagement
Analytics Cheat Sheet: WEBSITE
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Analytics Cheat Sheet: SOCIAL
Follower Growth
Engagement Level Sentiment
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Conversions to
Spend
Web Visitor Engagement
Analytics Cheat Sheet: ADVERTISING
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Analytics Cheat Sheet: SALES
Survey - Sale Source?
Online vs. Box Office?
Sales vs. Campaigns?
Growth- Sale Source?
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Analytics Toolkit Website Social
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Facebook EdgeRank
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Facebook Tips + Tricks
1. Focus your status updates, shares & comments to drive engagement.
• Be visual. • Include a clear CTA. • Leverage contests. • Ask questions. • Showcase your personality.
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Facebook Tips + Tricks
2. Post consistently. 3. Use tags to engage and recognize others. 4. Promote your social presence offline and through other online channels.
• Box Office • Email Marketing • Event Posters • Events
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The Holistic Approach Responsive Web Design
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Trends To Watch Consumer as the marketer Location-based offers & event discovery Gamification Crowdsourcing Emphasis on showing rather than telling
$�
*�
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Keith Goldberg, Vice President of Marketing, Vendini kgoldberg@vendini.com
facebook.com/vendini.inc @vendini
Julie Dalrymple, Marketing Director, Napa Valley Opera House julie@nvoh.org
facebook.com/napavalleyoperahouse @nvoh
Stay in Touch
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