roadshow east case study: david stark, rsno
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An online social media project by the National Performing Arts Companies of Scotland
David Stark, Director of Marketing & Communications, Royal Scottish National Orchestra
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Royal Scottish National Orchestra 1999: first website 2003: Email List / SMS-texts 2006: Website re-built in-house, using
open source CMS (Mambo, now Joomla) 2008: presence on Facebook 2009: first in-house video projects 2009: employ Digital Manager 2010: blogging/video/microsites/social
networking
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RSNO Online:main website
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RSNO Online:
special project micro-site
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RSNO Online:
E-news
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RSNO Online: U16 site
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RSNO Online: streaming/downloads ‘white label’ site
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RSNO Online:
U26 social network
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Why Collaborate?
“At a time of economic uncertainty, deploying
collaborative solutions to joint challenges and opportunities is a pre-requisite for survival”Simon Woods (CE, RSNO)
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Catalysts for Collaboration MMM – Missions Models Money Scottish Government – keen for NPACS
to work together NPACS – desire work together on
externally facing projects.
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Who are we?
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Why Digital?
None of us were fully realising the potential of technology on our own
We didn’t have the tech/digital resources to go it alone
Potential to significantly increase public engagement opportunities - ‘greater than the sum of our parts’
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Why Marketers Collaborate? Cross promotion Networking opportunities across five
existing audiences and their friends More companies = more content, more
discussion, more activity Easier to reach the ‘hard-to-reach fruit’
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We spend most of our TIME picking the “low hanging fruit”
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We spend most of our BUDGET picking the “mid-level fruit”
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COLLABORATION is neededto pick the “hard-to-reach fruit”
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Aims of our collaboration… Promote the work of the five to new
audiences by:
Facilitating new public dialogues about each of us
Leveraging combined power of five for increased national/international reputation
Enriching experience of current attenders
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First Steps in Digital Collaboration Digital Audit Get CEOs together first Inspire everyone through presentations from
leaders in the field Share stories, research & results of other
successful technology projects private Ning became crucial tool for
sharing & discussing ideas
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So what did we decide? We are all at different stages in our own
digital work, with differing ambitions
BUT.. all united by common desire to eventually see a fully realised content-delivery vision (Phase 2)
SO… decided to begin with an ‘online social media presence’ (Phase 1)
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Difficult Questions
Are we creating a new brand, or just a new ‘space’?
How should joint NPACS activities relate/integrate with/replace current Company social/web activities?
What internal resources can we each bring to the table?
How will we maintain momentum – who drives this?
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Collaborative Hurdles Competition for ticket sales Maintaining individual identities in
conversations with audiences Agreeing on a clearly defined target
audience Impact on other collaborations outside
NPACS Differing definitions of what is ‘sensitive’
material or appropriate conversation tones
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Choosing the right partner Small is beautiful
Consultant needs to drive content, as well as build the platform
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