a winning strategy for online engagement and conversions
DESCRIPTION
In a hyper-connected world of smartphones, tablets and 24/7 connectivity, an online marketing strategy is essential. As arts audiences age, it’s critical for organizations to build future audiences through a mix of online and offline marketing efforts. In this session, we’ll discuss how to integrate your online strategy into your existing marketing mix to amplify reach and deliver a cohesive patron experience--online and off. You'll also learn techniques to boost your organization’s presence, increase engagement, improve the patron experience, and maximize conversions online.TRANSCRIPT
A winning strategy for online engagement and conversions Keith Goldberg, VP Marketing Arts Reach National Conference Spring 2014
VP Marketing, Vendini
Software career
Penn alum
Backstage and front of house part-time
Keith Goldberg
Vendini makes the business of live events simple.
Vendini
Vendini makes the business of live events simple.
Vendini
Where are we today?
Mobile is happening
Mobile landscape for 2014 « 1 in 4 searches conducted via mobile
« 57, 293 hours on mobile over a lifetime
« 57% won’t recommend companies with poor mobile sites
« SMS coupons redeemed 8x more than email offers
« 59% find mobile search ads useful
Source: “The Mobile Landscape for 2014” WebDAM infographic
Access information 24/7
Age of Now
Educated, empowered patrons
Patrons today
Connected
Empowered
Informed
Trends shaping the marketing landscape
Millennials
Millennials « Always connected
« Social by nature
ü Network
ü Vocal
« Seek participatory experiences
« Value reviews and recommendations
Source: “Millennials Trust People Over Brands” Bazaar Voice whitepaper
« Be relevant
« Compelling, digestible content
« Cohesive experience online and off
« Listen, engage, iterate
Customer-centric
« Content to engage pre-sale
« Build trust
« Establish expertise
« Rich content (video, images, podcasts)
« Bring brand and events to life
Content is king
« Bring web visitors back, convert them
« Increase brand awareness
« Content retargeting strategy
Retargeting
« Responsive design
« Mobile-friendly content
« Mobile advertising
« Opt-in SMS updates
« Mobile applications
« Mobile sales and ticketing
Mobile friendly
« Location and proximity detection
« Timely, highly targeted updates
« Wearables
« Wealth of data
Location-based data
« Social’s impact on search rankings
« Diverse array of social media channels
« Pinpoint audience-specific social channels
« Crowdsourcing
Social media and SEO
Putting this to use
Establish voice
Messaging and branding « Who is your target audience?
« How do staff and patrons describe your brand?
« What do you stand for? Against?
« Patron personas
« Define voice (personality, tone, content)
« Socialize with staff
Deliver value
Think big picture
Make conversations meaningful
Nail the patron experience
Optimize the user experience
Harness the power of social
Crowdsourcing
Foster participatory experiences
Measure it
Refine it
Questions and discussion
Thank you
Source and image credits Slide 6 Boom image, www. reysreboot.com
Slide 7 Mobile devices image, www. community.webroot.com/t5/Security-News/Mobile-Device-Usage-at-Businesses-on-the-Rise/td-p/52212
Slide 8 “The Mobile Landscape for 2014” infographic, WebDAM www.marketingprofs.com/chirp/2014/24619/the-mobile-landscape-for-2014-infographic
“The Future Of Mobile”, Henry Blodget www.businessinsider.com/future-of-mobile-slides-2012-12
Slide 10 Now image, Flickr user kraftfolio
Slide 11 Audience b+w image, Flickr user amaria
Slide 14 Millennials image of students, SUNY New Paltz
Slide 15 “Milennials Trust People Over Brands” whitepaper, Bazaar Voice, www.resources.bazaarvoice.com
Slide 16 The Human Brand, Chris Malone and Susan T. Fiske
Slide 25 Renee Fleming image, Carlos Allegri, Reuters, www.mcall.com/sports/mc-pictures-super-bowl-xlviii-20140202-036,0,2160376.photo
Slide 27 No BS image, wwwaskanatheist.tv/2011/09/25/when-all-else-fails-baffle-them-with-bullshit/
Slide 28 Industrial machinery image, www.mhi-global.com/products/images/bg_09_industry.jpg
Slide 29 One vs. two way conversation images, www.hm-2.com/social-media-marketing-the-2-way-conversation-with-pictures
Source and image credits Slide 30 Delighted patrons sign image, Flickr user codepo8
Slide 31 UX horse image, www.info-design.net/laborbuch/2010/10/user-experience/
Slide 32 Social media conversation graphic, www.socialfactor.com/the-power-of-social-engagement-is-key
Slide 33 Evan Chapman Christmas Fliash Mob at MFA image, Boston Magazine,
www. cdn1.bostonmagazine.com/wp-content/uploads/ 2013/12/berklee-flash-mob-mfa.jpg
Slide 34 Measuring tape Image, /www.greatoccupations.com/archives/551
Slide 35 "Fine lines need fine brushes" by Jens F-Jensen