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Electronic Media Forum January 21 st , 2010 New York
Electronic Media Forum
January 21st, 2010New York
Data-driven insights help us craft digital experiences to connect brands with their customers.
How do we do it….
We help our clients embrace the digital economyby adapting to the digital behaviours of their customers
We start by understanding everything we can about the digital behaviours of your customer.
These customer insights drive our program strategies and creative.
Testing/Learning along with continual measurementagainst business objectives achieves success.
Background
What are the digital habits and behaviours of theCOC’s customers?
Not all made up of the over 65+ crowd
More engaged in the Arts and donate more to charity than the average Canadian
Less than 20% of COC customers were currently transacting with the COC via COC.ca.
COC customers are more digitally inclined than the average Canadian
There was no behavioural difference between those that transact online and those that don’t
Insight
LOADED & OVERLOADED FAMILIES• Time-starved
• Own every possible digital device
• Value of technology: save time and remain
COC Customer Profile
“Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”
“I like the email pushes. It saves time to get useful info/reminders, etc. delivered
direct to your desktop.”
CITY CLICKERS• Heavy users of technology for both
social and work purposes.
• They will pay more for items that save them time.
COC Customer Profile
“I would like to see more stories on performers, costume and set
design ... part of the supporting framework for actual performances.”
Via COC.caVia Elsewhere(Offline, External Websites)
Single Ticket Buyers
Subscribers
Donors +
Non Committed
Committed
2.Engage
3.Commit
4.Advocate
1.Migrate
Digital Strategy
Crafting the Digital Customer Experience
Solution
Build an interactive digital experience
that inspires people to stay engaged
with opera, and is seamlessly
integrated with the COC brand.
Digital Vision
mobileemail
coc.ca e-commerce
social mediaPodcasts /
Chat / Widgets
Digital Vision
1. Optimize the digital customer experience
2. Empower committed customers to share their passion
3. Build relationships and brand advocacy
Strategic Imperatives
inspire action
accessible
connect emotionally
satisfy needs
interactive
engaging
build relationships
foster community
seamless
integrated
edgy
consistent
educational
Results
Results:Since launching in Spring of 2009A 30% increase in online sales from the 08/09 to 09/10 seasonOnline has become the #1 channel for single ticket purchasesBounce rates decreased from 56% to 26%
Website redesign and enhancements
Results: Increased email subscriptions by 30% since January 2009. 10%+ CTR.
One-to-one relationship building
Results: Hundreds of photos and mentions.
Event support
Canadian Opera CompanyCase Study:Turning the CBC Radio Broadcast into a digital customer experience
Event Promotion
Live Broadcast Chat
Results: 351 global participants joined the 3 hour chat.
Up next…
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Up next…
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Up next…
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Up next…
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Up next…
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Up next…
Live Webcast of Press Conference
Digital Brochure and SubscriptionRenewal
COC Feedback Panel – Opera eChorus
COC Radio
Social Media Strategy
Mobile App – Culture+
Up next…
Thanks. Adam Froman, [email protected] ext 222
