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

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Social Media

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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

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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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*�

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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

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