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All arts organizations struggle with the same ongoing challenge: How do we cultivate loyal patrons and develop future audiences? As technology like mobile and social continue to become more integrated into daily life, a multitude of new channels for patron engagement are introduced. In the wake of so many engagement options, it’s easy to lose sight of the forest for the trees. With so many choices, it’s critical for arts organizations to begin by clearly defining their organizational vision. What is the ideal patron experience we strive to deliver? How can we stay true to this vision at each touch point with patrons and potential patrons? From your staff, to your website and social media presence, to your live events and your reputation in your local community, consistency and excellence are key. In this talk, we’ll discuss key considerations for defining and executing on your vision for delivering an exceptional patron experience -- from first engagement, to your event, and beyond.
Citation preview
David Maurer
@Vendini | #artsreachny2013
What is Your Vision for Delivering An Exceptional
Patron Experience?
Keeping patrons connected & engaged.
Introducing… David Maurer
Product Marketing Manager, Vendini. Inc.
Non-Profit organizations since 1998
Mother sang in the San Francisco Symphony Chorus
Father composes musical numbers for Hexagon, Washington D.C.
7 Years in Ticketing for Performing Arts Organizations
Why are we here again?
What is their total experience?
How do you and your patrons engage?
Artists, Actors
and Musicians
are
Connectors.
Table of
Contents:
Tips for Building an Online
Community
{
{
State of Arts Marketing
Tips for Mobile Strategies {
Keeping up with new ways of
Engagement {
{ Measuring Your Strategies
The New Rules of Marketing.
Tell a story.
Keep it interesting.
Respect the Patron.
Earn patron loyalty. Enhance their experience.
Connecting your patrons to a great show
is what makes it all worth it.
State of Arts Marketing:
…say they engage audiences before, during, and
after events.
77% …use social networks as a barometer to discover what
patrons are saying about their organizations.
55% …have used crowdsourcing to help program
events.
65% …use their channels to connect with patrons via
surveys, polls, and contacting them directly.
82%
REPORT: Social Networking, Music, Mobile, Web 2.0
Arts Organizations and Digital Technologies
Source: http://pewinternet.org/Reports/2013/Arts-and-technology.aspx
Connecting with your Patrons has
taken on…
new forms of communication.
Today’s Patron
Connected 24-7
Consumer attention is spread thin. Marketing rules have evolved because of it.
9% paid attention to banner ads in 2000 0.2% paid attention in 2012
Source: http://news.solvemedia.com/post/37787487410/native-advertising-in-context-infographic
Patron Experience & Engagement
Consumers are 71% more likely to make a purchase based on social media referrals
70% believe consumer opinions from total strangers
44% of marketing emails are opened on smart phones
36% of online ticket sales are made from smartphones
http://www.musicalamerica.com/specialreports/TICKETS_2013.pdf
Arts
Marketing
Common
Questions
How can we engage with a
patron before & after our
performance?
{
{
What can the newest
technologies do for me?
Best ways to implement a
mobile strategy?
{
What’s at
Stake?
Not building out our future
audience/subscriber base.
{
{
Not connecting with
advocates & influencers.
Opportunities for fundraising
slipping away. {
Our online
presence is
more than
just a
website.
Invest in
online
engagement!
You’re no longer just a venue.
You’re a familiar face.
Social Media Best Practices.
Social
Media
Common
Questions
How can I tell what’s working?
{
{
Should I commit to any and
all social media channels?
Is this really worth all our
time and money? Are social
and mobile just a fad?
{
1. Focus on a Few Channels
2. Plan an Editorial Calendar
3. Sincerity & Targeting is Key How in-stream advertising can go wrong & right…
4. Cultivate Influencers & Advocates
by getting to know them personally
• Mentions
• Shares
• Liked Posts
• #FF
(Follower Fridays)
Mobile Best Practices.
Mobile
Strategy
Common
Questions
How important is a patron’s
mobile experience?
{
{
{
Are we losing sales/donations
by creating purchase
abandonment on mobile?
What is responsive design?
What is responsive design? Try to find the purchase button.
Patron Experience Made Beautiful Responsive Web Design across all devices enables a better patron experience.
Mobile strategy &
responsive design
Respects the Patron’s Experience
• Make purchase/donate buttons
easy to find.
• Convey brand across channels.
• Make site easier to find.
Measuring Your Strategy.
Measuring
Marketing
Common
Questions
{
{
{
I feel like I’m broadcasting, but
now what?
What metrics am I suppose to
be looking at?
How do I track where my
Patron is coming from?
Analytics - Focus on: SOCIAL
Follower
Growth Engagement
Level Sentiment
increase, decrease,
growth relation to
campaigns
engaged, bad,
neutral
url clicks, RT,
shares, comments,
unfollows
Growth
Over Time
Visitors
+
Source
Level of
Engagement
Analytics - Focus on:
WEBSITE
# conversions, time
spent on page social, ad, organic # page visits, #
unique visitors
Free Analytics Tools:
Website Social
Hootsuite Klout
Bit.ly Facebook
Insights
Google Analytics
*limited free version
Increase genuine patron engagement.
Keep Your Ear to the Ground to engage new patrons
Location-based offers & event
discovery
Gamification
Emphasis on showing rather than
telling
Crowdsourcing
$
*
Wanted to raise money for her
new album, artwork, & tour. So
she reached out to her
community.
Goal was to raise $100,000
Amanda Palmer, Dresden Dolls & Street Performer
Crowdsourcing The power of asking
Amanda Palmer, Dresden Dolls Exceeded her pledge goal. by $1.1 million!
Amanda Palmer, Dresden Dolls She used her blog, twitter, every possible outlet to connect
with her fans
and they gave back.
Brattle Theatre
Their goal was $140,000 for
a new HVAC system & Digital
Projector
A Premiere art house cinema in
the Greater Boston area.
Brattle Theatre Exceeded their fundraising goal by $9,580!
Brattle Theatre No small feat on their own.
Their online community helped.
Why are we here again?
What is their total experience?
How do you and your patrons engage?
Connect with our patrons.
Share our great shows.
At the box office, on social media, on your website:
Give them a window into your world.
Stay
connected.
David Maurer
Product Marketing Manager, Vendini
facebook.com/vendini.inc @vendini
Stay Connected