Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation
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Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation

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Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation

Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation

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Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation Presentation Transcript

  • Marketing Tips for Classical Music: Digital Content MarketingChristopher Gruits, Director of eStrategy Carnegie Hall New York, NY, USA 11:30 AM – 12:15 PM Direct2Fan Riviera Hall
  • Outline• What is Content Marketing?• Creating Content Online• Case Studies• Distribution and Measurement• Questions and Mentoring Sessions
  • What is Content Marketing? … an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases*.*Accessed on January 23, 2012. http://www.Wikipedia:.org Content Marketing: View slide
  • What are the Formats? View slide
  • Why Bother?• Digital requires a multifaceted approach• Facilitate dialogue between artists and audiences• Enhance audience experience by providing context• Provide the why, not just the what and when• Engagement Imperative! - Allow users to participate and have input
  • Why Bother?• 15% of adults in the US participate in the arts through electronic media only.• 26% of those who participate in musical activities do so through recordings or broadcasts only.• If you’re not there, you need to be!* Novak-Leonard, Jennifer L. and Brown, Alan WolfBrown, 2011. Beyond attendance: A multi-modal understanding of artsparticipation. National Endowment for The Arts Report. http://www.nea.gov
  • Creating Content• Who is the audience?• What story are you telling? What are you trying to achieve?• Where is the audience?• How can it support your mission/yearly priorities?• When do you want this to happen?
  • What should it achieve?“People will forget what you tell them, but will never forget how you make them feel.” —Maya Angelou
  • Creating Content• What content do you already have? - Archives, written material, images, audio, etc.• Budget?• Low-cost production is great, but high-quality content is better!• How fast can you produce it?• What will audiences want to share/comment on?
  • Creating Content Unexpected+ Emotional+ Compelling+ = Viral! (37M Views)
  • Case Study: Blog Series • Schedule and calendar your posts • Mix post-type within series • Give artists a platform • Create dialogue
  • Case Study: Blog Series • Formulaic consumption • Editorial features • Repurpose • Utilize staff • Clear SM Links
  • Case Study: Artist Interviews• We all do them!• Important for providing context• We can diversify and experiment• Have you involved the audience directly?• Have you asked artists to choose their format?
  • Case Study: Artist Interviews
  • Case Study: Artist Interviews
  • Case Study: Microsite• 120th Anniversary Celebration – Microsite, fully produced in-house – Tell the story of the season – Created using both program and archival content – Utilized multiple media formats – Destination for all outbound marketing and press
  • Case Study: Microsite
  • Case Study: Microsite • Point to microsite in blog and in SM • Use optimized keywords in title • Collect video series • Interviews and performance footage
  • Case Study: Mobile App• Content app: celebrates 120th Anniversary Season and provides context and information to support programming• Engage users who might never come to Carnegie Hall in person
  • Case Study: Mobile App• Original content leverages mobile while expanding on season themes• Uses locations and quotes from Tchaikovskys diaries and visit to NYC
  • Case Study: Carnegie Hall Live• 13 broadcasts on-air and online• Live streaming on wqxr.org/ch.org/nprmusic.org• WQXR Mobile app carries CH content/Audio• <500 users participating in chat during the concert.• #CHLive used to organize conversation on Twitter
  • Case Study: Carnegie Hall Live
  • Measuring Engagement• Blog: Page views, SM referrals, shared posts, subscribers• Microsite and App: U.V., page depth, T.O.S., downloads, entrance & exit paths, referring, B.R.• Video: YT Analytics, ‘Discovery’ tab, demographics, audience retention.• CH Live: U.V., chat U.V., on-air, online, retention
  • Distribution• Now that you’ve made it, get it out there.• What platforms should you start with?
  • Distribution Considerations• Be careful not to fragment your audience• What does the data tell you?• Consumption patterns!• Referring traffic• Big fish first• Don’t ignore niche sites
  • Distribution: Owned Media
  • Distribution: Paid & Partner
  • Questions?• What are some of your own experiences?• Are you distributing content?• What’s worked? What hasn’t?• Platform preference?• Challenges?
  • Thank you/Merci/Gracie/Danke! Christopher Gruits cgruits@carnegiehall.org @MusicYankee Mentoring Sessions Next