Applying Data inYour Communications  Decision-Making   David Dombrosky, InstantEncore     Amelia Northrup, TRG Arts
Google AnalyticsWhich pieces of data will be useful foryou? Why?How will you use this data to informdecisions related to y...
When should we post      things?
Determining Relevance      (For You – To Them)CONTENT     USABILITY   TRAFFIC
Beyond Google Analytics:ticketing, social media, and email stats
Ticketing & Admissions Data
Key Numbers from Ticketing Data                   data                 capture                   rate           new vs.   ...
Data Capture Rate
Data Capture Rate             1000 new patrons       Subscription/membership campaign             with a 5% success rate=5...
New vs. renew
Reactivation (Churn)         4 out of 5 new patrons                 leave…         and never come back.
Patron Loyalty     The process of finding new      buyers that are converted           into frequent buyers,   subscriber/...
Email Data             • Open Rate             • Click-thru               Rate             • A-B Testing             • Kee...
How Do You Decide Where toSpend Your Time & Energy? Founded     Founded     Founded     Founded     Founded      Founded  ...
Facebook Insights
Twitalyzer (twitalyzer.com) recommended that:If @CompanyX is interested in having a more measurable impact in Twitter we r...
Questions to Answer Before Digging Into Data• How much time per week or month am I  able/willing to devote to researching ...
Questions to Answer Before Digging Into Data• How much money (if any) am I or my department  willing to spend on analytics...
Questions?
Going Mobile:Engaging Audiences via   Mobile Devices   David Dombrosky, InstantEncore     Amelia Northrup, TRG Arts
Mobile
IMPLEMENTATION      David
Mobile Websites and Mobile Apps                                     • Mobile is not going away and                        ...
Tips for Making Your WebsiteMobile Friendly  • Keep the layout simple and easy to navigate  • Keep images to a minimum  • ...
TheWarholMuseum
DetroitSymphonyOrchestra
LA Phil’s Bravo Gustavo
The Mattress Factory
LACMA’sArt Swipe
The Show Must Go On App: Royal Opera House
QR Codes           • QR = “quick             response”           • Bar codes can be             linked to content         ...
In 2011, marketing research firm Lab42 surveyed 500Americans over the age of 13 to discover wherepeople saw QR codes, how ...
Cleveland Museum
Location-Based Social Networks                  • FourSquare                  • Ask visitors to “check-                   ...
Things to Think About• What do your patrons or constituents want from  their mobile experience with your organization?• Wh...
Technology Planning  for Really Smart       People(Who Just Don’t Have Time to Plan)      David Dombrosky, InstantEncore  ...
A technology plan is a frameworkfor selecting the appropriatetechnology tools to achievestrategic objectives efficiently a...
A technology plan is a frameworkfor selecting the appropriatetechnology tools to achievestrategic objectives efficiently a...
Components of a       Technology Plan•   Business Analysis    •   Facilities Plan•   Hardware/Software    •   Acceptable U...
PLAN   IMPLEMENTACT       STUDY
• Select the issues and  processes that will be  addressed• Describe improvement  opportunities• Describe the current  pro...
• Put into action process  changes described in the  plan• Implement the plan in its  entirety or take a phased  approach•...
• Evaluate the measures  for success that you  monitored and tracked  during the  implementation phase• Take this time to ...
• Assess your results• Recommend changes    • If changes are      required, make them    • If not, make sure all of      t...
Identifying and EvaluatingTechnology Tools
MeasureTwice, Cut  Once
EXAMPLE:"When someone wants to order tickets fromthe Web site, they send us an email with theirname, contact info, number ...
Give Your Criteria Weight
Criteria     Weight   Choice 1 Choice 2 Choice 3 Choice 4 Choice 5Criteria 1    W1        A1       B1       C1       D1   ...
Research
Word of Mouth
Tech Blogs•   Technology in the   •   Zen and the Art of    Arts                    Nonprofit Technology•   TechSoup      ...
Pick a Winner
What does it cost?•   NEVER accept the first quote without reviewing    others•   Research, research, research•   Off-the-...
Origin of a Tech Plan?You are the marketing director of a mid-sizedorganization. A Board member approaches you at aboard m...
ResearchIt has become clear that your ticketing system isn’tworking for you. The reporting features aren’t helpingyou prop...
The InheritanceYou are the new marketing director in a departmentof one. You have inherited a Facebook page, aTwitter acco...
Mobile scenario, part 1Your Google Analytics data has shown a steady rise intraffic from mobile sources in the last six mo...
Mobile scenario, part 2Your executive director tells you that she wants theorganization to have a comprehensive mobilepres...
Mobile scenario, part 3Your organization has recently launched a mobileapp.How do you encourage your patrons to use it?
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
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ASC Marketing Workshop - Mar 2012

  1. 1. Applying Data inYour Communications Decision-Making David Dombrosky, InstantEncore Amelia Northrup, TRG Arts
  2. 2. Google AnalyticsWhich pieces of data will be useful foryou? Why?How will you use this data to informdecisions related to your work?
  3. 3. When should we post things?
  4. 4. Determining Relevance (For You – To Them)CONTENT USABILITY TRAFFIC
  5. 5. Beyond Google Analytics:ticketing, social media, and email stats
  6. 6. Ticketing & Admissions Data
  7. 7. Key Numbers from Ticketing Data data capture rate new vs. renew reactivation & loyalty
  8. 8. Data Capture Rate
  9. 9. Data Capture Rate 1000 new patrons Subscription/membership campaign with a 5% success rate=50 new members/subscribers @ $200 each $10,000 Each name is worth $10
  10. 10. New vs. renew
  11. 11. Reactivation (Churn) 4 out of 5 new patrons leave… and never come back.
  12. 12. Patron Loyalty The process of finding new buyers that are converted into frequent buyers, subscriber/members, donors Advocatesand, ultimately, lifelong patrons. Buyers Tryers
  13. 13. Email Data • Open Rate • Click-thru Rate • A-B Testing • Keeping the Data Clean • Bounces • Opt-outs
  14. 14. How Do You Decide Where toSpend Your Time & Energy? Founded Founded Founded Founded Founded Founded Founded in 2004. in 2003. in 2006. in 2007. in 2004. in 2010. in 2005. 845 33.1 100 44.3 51 million 25 million 800 million million million million members; monthly million monthly monthly monthly blogs. 80 million active monthly active active active visitors. users. active users. users. users. users.
  15. 15. Facebook Insights
  16. 16. Twitalyzer (twitalyzer.com) recommended that:If @CompanyX is interested in having a more measurable impact in Twitter we recommend the following:● It is moderately important that you find more followers● It is moderately important that you find a few more people to follow yourself● It is moderately important that you engage others in conversation more frequently● It is very important that you write more frequentlyIn the last 30 days the "average" Twitter user we track who has 25% more impact in Twitter than @CompanyX:● Has 58.1% more followers than you● Is following 87.3% more people than you are● Has published an average of 94.1% more updates than you have recently● Was retweeted 90% more times than you● Has retweeted other people 87.3% more times than you● Was referenced in Twitter 75% more times than you● Has been directly referencing 96.7% more more people in Twitter than youIn terms of our core measures of success at Twitalyzer, this "average" Twitter user:● Creates 33.3% more measurable impact than you● Is 99.9% more engaged with their followers than you are● Is 99.7% more generous than you● Has 95.8% more personal velocity than you
  17. 17. Questions to Answer Before Digging Into Data• How much time per week or month am I able/willing to devote to researching our followers/fans/patrons and the analysis of our data?• What am I interested in knowing about my web/social media presence? Examples include: o Who are my fans/visitors? (Are they donors, members, subscribers, employees, artists, etc?) o How much of an impact am I having? (Am I reaching key influencers? How far are my posts being shared?) o How much of a return I am seeing on my investment of time or money?
  18. 18. Questions to Answer Before Digging Into Data• How much money (if any) am I or my department willing to spend on analytics tools and what do we expect for that money?• How much buy-in will I get from senior management/the board? Will data provided by these analytics aid my case in advocating for future online campaigns?• Who will be maintaining a regular schedule for analyzing the data? Me? An intern? Someone else?
  19. 19. Questions?
  20. 20. Going Mobile:Engaging Audiences via Mobile Devices David Dombrosky, InstantEncore Amelia Northrup, TRG Arts
  21. 21. Mobile
  22. 22. IMPLEMENTATION David
  23. 23. Mobile Websites and Mobile Apps • Mobile is not going away and will only increase in importance. • Websites needed for access • Apps capitalize upon smartphone users’ behavior• Mobile app providers – Cloudtix, InstantEncore, Mobile Roadie, Toura, Toursphere, GuideByCell• Custom mobile site and app developers
  24. 24. Tips for Making Your WebsiteMobile Friendly • Keep the layout simple and easy to navigate • Keep images to a minimum • Use .png or .gif images – faster to load • Test your site on a number of mobile devices • Optimization plug-ins for current content management systems • Create a separate mobile site o For example: m.technologyinthearts.org instead of www.technologyinthearts.org o Consider using services like MoFuse • Redirect mobile users to your mobile site site
  25. 25. TheWarholMuseum
  26. 26. DetroitSymphonyOrchestra
  27. 27. LA Phil’s Bravo Gustavo
  28. 28. The Mattress Factory
  29. 29. LACMA’sArt Swipe
  30. 30. The Show Must Go On App: Royal Opera House
  31. 31. QR Codes • QR = “quick response” • Bar codes can be linked to content • QR Code readers are free • Generators are also free
  32. 32. In 2011, marketing research firm Lab42 surveyed 500Americans over the age of 13 to discover wherepeople saw QR codes, how they were using them, andwhy they were scanning (or not)
  33. 33. Cleveland Museum
  34. 34. Location-Based Social Networks • FourSquare • Ask visitors to “check- in” • 10 million users • 3 million check-ins per day
  35. 35. Things to Think About• What do your patrons or constituents want from their mobile experience with your organization?• What types of content do you already have to use?• What budget level do you have to devote to mobile engagement?• Can you leverage other resources or relationships?
  36. 36. Technology Planning for Really Smart People(Who Just Don’t Have Time to Plan) David Dombrosky, InstantEncore Amelia Northrup, TRG Arts
  37. 37. A technology plan is a frameworkfor selecting the appropriatetechnology tools to achievestrategic objectives efficiently andeffectively.
  38. 38. A technology plan is a frameworkfor selecting the appropriatetechnology tools to achievestrategic objectives efficiently andeffectively.
  39. 39. Components of a Technology Plan• Business Analysis • Facilities Plan• Hardware/Software • Acceptable Use Policies Inventories • Budget• Network Services & • Timeline Inventory • Appendices• Support Plan
  40. 40. PLAN IMPLEMENTACT STUDY
  41. 41. • Select the issues and processes that will be addressed• Describe improvement opportunities• Describe the current processes surrounding the improvement opportunities• Determine possible causes of problems in the current processes• Develop solutions and creating effective and workable action plans• Determine targets for improvement and measures for success
  42. 42. • Put into action process changes described in the plan• Implement the plan in its entirety or take a phased approach• Monitor and track the measures for success
  43. 43. • Evaluate the measures for success that you monitored and tracked during the implementation phase• Take this time to adjust the success measures, if necessary. • Sometimes we set lofty goals in the planning phase • Give yourself permission to course- correct
  44. 44. • Assess your results• Recommend changes • If changes are required, make them • If not, make sure all of the procedures are standardized and well documented• Celebrate successes and communicate them to stakeholders
  45. 45. Identifying and EvaluatingTechnology Tools
  46. 46. MeasureTwice, Cut Once
  47. 47. EXAMPLE:"When someone wants to order tickets fromthe Web site, they send us an email with theirname, contact info, number of tickets anddate of performance. We then call themback to get their credit card information,print their tickets and mail them out. Then wego into an Excel sheet and mark those seatsas sold for that particular performance."
  48. 48. Give Your Criteria Weight
  49. 49. Criteria Weight Choice 1 Choice 2 Choice 3 Choice 4 Choice 5Criteria 1 W1 A1 B1 C1 D1 E1Criteria 2 W2 A2 B2 C2 D2 E2Criteria 3 W3 A3 B3 C3 D3 E3Criteria 4 W4 A4 B4 C4 D4 E4 Score A5 B5 C5 D5 E5
  50. 50. Research
  51. 51. Word of Mouth
  52. 52. Tech Blogs• Technology in the • Zen and the Art of Arts Nonprofit Technology• TechSoup • Gizmodo• AppScout • Engadget• TechCrunch • Lifehacker• Wired • ReadWriteWeb• NTEN • Idealware
  53. 53. Pick a Winner
  54. 54. What does it cost?• NEVER accept the first quote without reviewing others• Research, research, research• Off-the-shelf software and hardware costs are easy to estimate• Development costs are more difficult • Consult a technology expert• Granularity ensures accuracy
  55. 55. Origin of a Tech Plan?You are the marketing director of a mid-sizedorganization. A Board member approaches you at aboard meeting and pulls out his iPhone and shows youthe Random Arts Organization’s app. He asks whyyour organization doesn’t have an app.How do you respond to him?What, if anything, do you do afterwards?
  56. 56. ResearchIt has become clear that your ticketing system isn’tworking for you. The reporting features aren’t helpingyou properly segment your mailing campaigns, andyou are having to do many functions manually thatyou have heard may be automated in other ticketingsystems.How do you research a new ticketing system?
  57. 57. The InheritanceYou are the new marketing director in a departmentof one. You have inherited a Facebook page, aTwitter account, a YouTube channel and presenceson multiple event listing sites.How do you determine which communication tools tokeep using?
  58. 58. Mobile scenario, part 1Your Google Analytics data has shown a steady rise intraffic from mobile sources in the last six months. Yourcurrent site is not optimized for mobile—yourmarketing associate has shown you how she has to“pinch and pull” on her Android phone to navigate tothe areas of the site she wants to go to. You haven’treceived any complaints.How do you proceed?
  59. 59. Mobile scenario, part 2Your executive director tells you that she wants theorganization to have a comprehensive mobilepresence – at least a mobile website, iPhone app andAndroid app. She saddles you with the responsibilityfor making it happen. The development departmenthas been able to secure $10,000 for the initiative.How would you proceed?
  60. 60. Mobile scenario, part 3Your organization has recently launched a mobileapp.How do you encourage your patrons to use it?
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