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Looking Ahead: Social Media & Mobile Marketing
CWAEN Internet Marketing Learning Circle
November 14, 2008
Erin West, VP of Arts Marketing
How will arts organizations capitalize on
social media to capture the
attention of young audiences and
develop new relationships?
Trend Watch: Social Networking
“Given the current trend in the field for arts organizations to market the “artistic experience”
coupled with contemporary audiences’
desire for greater interactivity, social networking technology has great potential to assist arts organizations in
deepening their audience’s experience by providing more avenues for engaging with the art, the
artists,
the organization, and each other.”
‐
Technology in the Arts blog
Social Networking Defined
A social network service focuses on the building and verifying of online social
networks for communities of people who share interests and activities, or who are
interested in exploring the interests and activities of others, and which necessitates
the use of software.
Social Networking Defined
Primarily web based
Provide ways for users to interact
Typically contain directories of some categories (such as former classmates), means to connect with friends (usually with self‐description pages), and recommender systems linked to trust.
Example Sites
•
MySpace
•
•
LastFM
•
Ningg
–
customized networks
•
•
Yelp
•
YouTube
U.S. Geographic Distribution
MySpace U.S. Geographic Distribution
Applications
Applicants let users do things such as compare favorite songs or political views, track stocks, share bookmarks or movie recommendations, showcase favorite eBay finds and so on.
Since May 2007, account for 37% of Facebook’sgrowth.
Applications are highly engaging; capturing more time per session than any other activity on the site.
Social Networking Principles
•
Get creative
•
Start conversations
•
Reinforce relationships
•
Cultivate semi‐public spaces
It’s all about Relationships
Example: Royal Opera House
Build deeper connections with your patrons
Increase patron satisfaction
Attract new audiences
Tell your story
Fundraise
Use Social Media to…
Creating a Social Media Strategy
Social Media Strategy
1.
Internal Readiness
2.
Listening
3.
Planning
4.
Listening
5.
Leaping In
6.
Measuring and Evaluation
Go Where Your Audience Is
Facebook Wall Close‐Up
Go Where Your Audience Is
Then bring them to you
Match Your Brand: Before
Match Your Brand: After
Match Your Brand Before
Match Your Brand: After
Must tie to organizational strategy
Invite conversation
Invite collaboration
Don’t underestimate the cost.
Dive in. Start small.
Don’t neglect your core audience.
There is no such thing as done.
Ask forgiveness, not permission.
Lessons Learned
www.wearemedia.org
share the love
Digital Downloads / StreamingIncrease brand awareness; provide expanded access to artistic product; generate new revenue stream
SolutionDeliver DRM‐free content online; place content in single shopping cart; manage content via CMS Solution; possible distribution through third‐party vendor
Trend Watch: Mobile Marketing
Mobile is shaping the social media landscape
In the U.S. alone, text messaging has increased
by more than 350% since last year.
This means that text messages per month now
exceed mobile phone calls per month (per
individual) in the U.S.
The 13–17 age range dominates the text
messaging market.
Source: The Nielsen Corporation, October 2008
Text‐Message Usage by CountryTest‐Message Usage Amongst
Wireless Subscribers (in past 30 days)
Russia
88%Switzerland
85%Italy
78%Spain
76%United Kingdom
76%China
72%France
71%India
63%Germany
60%Brazil
60%United States
53%Canada
53%
Source: The Nielsen Corporation, October 2008
Raise awareness
Provide a product
Be an instrument for research
Be cost‐effective, fast, and provide results
As a fundraising tool
Encourage action
Be creative
Use Mobile to:
Organization:Macmillan Cancer Support
Objective:Provide an alternative route to collect donations for those not willing to donate online.
Mobile Technology:
As a fundraising channel.
Results:
SMS donations was the most successful
mechanism through this campaign with 59% of donations
being made through text.
Source: Mobile Marketing Association, 2006
Organization:
Adidas UK
Objective:
Create a highly innovative
application that would enhance the event experience for runners and spectators.
Mobile Technology:
Adidas Run Tracker,
an application that allowed spectators to track their friends running in the marathon, in real time.
Results:
4,320 people used the application on the day.
Source: Mobile Marketing Association, 2008
Mobile Ticketing
Expand channels for purchasing tickets; position your organization as a forward‐looking; connect with younger audience.
SolutionCreate an alternate purchase path optimized for mobile devices; utilize SMS to drive ticket sales to mobile channel.
http://mobile.seattleopera.org
Trend Watch: Video Kiosk
Results
Fall 2007
•
1,090 messages sent Sept 2007 – Nov 2007
•
17% opted in for eNewsletter
•
17% allowed video use for promotion
•
These video messages were sent to another 1,390 email addresses besides visitors
•
Over 3,652 visitors came to the website to watch the video messages
Next Generation Website
Discussion
•
How are you using social media?
•
What are your next steps?
Thank You!
Erin WestVP of Arts Marketing
erin.west@pop.us206.272.2253
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