This document outlines Keith Goldberg's presentation on strategies for online engagement and conversions. It discusses trends like the growth of mobile usage, an educated and connected audience, and the importance of millennials. It recommends establishing a brand voice, delivering valuable content, optimizing the user experience, harnessing social media, creating participatory experiences, and measuring efforts to refine the strategy. The overall presentation provides guidance on developing a customer-centric approach across online and mobile platforms.

1. A winning strategy for
online engagement and
conversions
Keith Goldberg, VP Marketing
Arts Reach National Conference
Spring 2014

2. VP Marketing, Vendini
Software career
Penn alum
Backstage and front
of house part-time
Keith Goldberg

3. Vendini makes the
business of live
events simple.
Vendini

4. Vendini makes the
business of live
events simple.
Vendini

5. Where are we today?

7. Mobile is happening

8. Mobile landscape for 2014
« 1 in 4 searches conducted via mobile
« 57,293hours on mobile over a lifetime
« 57% won’trecommendcompanies with poor
mobile sites
« SMS coupons redeemed 8xmorethan
email offers
« 59% find mobile search ads useful
Source: “The Mobile Landscape for 2014” WebDAM infographic

9. Access information 24/7

10. Age of Now

11. Educated, empowered patrons

12. Patrons today
Connected
Empowered
Informed

13. Trends shaping the
marketing landscape

14. Millennials

15. 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

17. « Be relevant
« Compelling,
digestible content
« Cohesive
experience online
and off
« Listen, engage,
iterate
Customer-centric

18. « Content to engage
pre-sale
« Build trust
« Establish expertise
« Rich content
(video, images,
podcasts)
« Bring brand and
events to life
Content is king

19. « Bring web visitors
back, convert them
« Increase brand
awareness
« Content
retargeting
strategy
Retargeting

20. « Responsive design
« Mobile-friendly
content
« Mobile advertising
« Opt-in SMS updates
« Mobile applications
« Mobile sales and
ticketing
Mobile friendly

22. « Location and
proximity
detection
« Timely, highly
targeted updates
« Wearables
« Wealth of data
Location-based data

23. « Social’s impact on
search rankings
« Diverse array of
social media
channels
« Pinpoint audience-
specific social
channels
« Crowdsourcing
Social media and SEO

24. Putting this to use

25. Establish voice

26. 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

27. Deliver value

28. Think big picture

29. Make conversations meaningful

30. Nail the patron experience

31. Optimize the user experience

32. Harness the power of social

33. Crowdsourcing

34. Foster participatory experiences

35. Measure it

36. Refine it

37. Questions and
discussion

38. Keep in touch
Keith Goldberg
VP Marketing
Vendini, Inc.
kgoldberg@vendini.com

39. Thank you

40. 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

41. 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