Cashing in on the social side to marketing

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While using social media to market the arts isn’t new, the how to of social marketing is constantly evolving. The effectiveness of Facebook and Google ads, once considered the ultimate, is now being questioned. Marketers need new ways to reach their patrons via social media – and it’s the patrons, not the marketers who determine the rules of engagement. Find out how the Napa Valley Opera House is using the social side of marketing to increase ticket sales and customer satisfaction.

INTIX 2013 presentation by Keith Goldberg, Vendini and Julie Dalrymple, Napa Valley Opera House.

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  • Napa Valley is a Napa County Wine Tours in the state of California. Bestwaylimos offer Napa Valley Wine Tours and Napa Winery Shuttle Tours. For more information visit at http://www.bestwaylimos.net/napa-valley-wine-tours.php
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Cashing in on the social side to marketing

  1. 1. Cashing in on the socialside of marketingINTIX 2013Presented to you by:Keith Goldberg, Vendini, Inc.Julie Dalrymple, Napa Valley Opera House
  2. 2. #mktssIntroductions Keith Goldberg Julie Dalrymple  
  3. 3. #mktssTable ofContents 1. The State of Social Media 2. A Gentle Intro to Social Media 3. Napa Valley Opera House strategy 4. ROI, Tools and Best Practices 5. What to Expect in 2013 6. Q&A Vendini, Inc. | Napa Valley Opera House  
  4. 4. #mktssSocial Media (noun) “ Forms of electronic communication through which users create online communities to share information, ideas, messages and other content.” Source:  Merriam  –Webster  Online   Vendini, Inc. | Napa Valley Opera House  
  5. 5. #mktssRedefining Arts Promotions 99% Of arts organizations have their own website   97% Have a social media presence   86% Accept donations online   72% Sell tickets online   27%Host podcasts   50% Publish a blog  Source:  h6p://pewinternet.org/Reports/2013/Arts-­‐and-­‐technology.aspx   Vendini, Inc. | Napa Valley Opera House    
  6. 6. #mktssSocializing Before an Event 82% Say they engage audiences before, during, and after events.   77% Use social networks as a social barometer to monitor what patrons and the public are saying about their organizations.   65% Use the tools to learn more about their patrons via more direct communications, online surveys, & polls   55% Have used crowdsourcing to help program events   Source:  h6p://pewinternet.org/Reports/2013/Arts-­‐and-­‐technology.aspx   Vendini, Inc. | Napa Valley Opera House  
  7. 7. #mktssWhere to begin ? Vendini, Inc. | Napa Valley Opera House  
  8. 8. #mktss Step   1Set Goals Vendini, Inc. | Napa Valley Opera House  
  9. 9. #mktss1. Set Clear KPIs Likes Followers   Brand Awareness Ticket Sales Support   Outreach Vendini, Inc. | Napa Valley Opera House  
  10. 10. #mktssChoose Step  Channels 2 Vendini, Inc. | Napa Valley Opera House  
  11. 11. #mktss2. Focus on a FewChannels Vendini, Inc. | Napa Valley Opera House  
  12. 12. #mktssEditorial Step  Calendar 3 Vendini, Inc. | Napa Valley Opera House  
  13. 13. #mktss3. Plan an Editorial Calendar Vendini, Inc. | Napa Valley Opera House  
  14. 14. #mktssListen. Share. Step   4Engage. Vendini, Inc. | Napa Valley Opera House  
  15. 15. #mktss4. Listen. Share. Engage. Vendini, Inc. | Napa Valley Opera House  
  16. 16. #mktssCultivate Step  Influencers 5 Vendini, Inc. | Napa Valley Opera House  
  17. 17. #mktss5. Know Your Influencers &Advocates•  Mentions•  Shares•  Liked Posts•  #FF Vendini, Inc. | Napa Valley Opera House  
  18. 18. #mktssMonitor & Step  Measure 6 Vendini, Inc. | Napa Valley Opera House  
  19. 19. #mktss6. Mind Your KPIs Vendini, Inc. | Napa Valley Opera House  
  20. 20. #mktss The Shift In Online Content SPONSORED LONGER FORM WEB PHOTO INTERACTIVE STORIES VIDEO FILMS STREAMS GRAPHICSImage  Source:  h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic   Vendini, Inc. | Napa Valley Opera House    
  21. 21. #mktss Today’s Patron Connected 24-7 Consumer attention to traditional display advertising is decreasing.Source:  h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic   Vendini, Inc. | Napa Valley Opera House    
  22. 22. #mktssThe Shift in Advertising Traditional Promoted tweets Sponsored Stories Paid Discovery SocialSource:  h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic   Vendini, Inc. | Napa Valley Opera House    
  23. 23. #mktss Native In-Stream Advertising “ A specific mode of monetization that aims to augment user experience by providing value through relevant content delivered in-stream.”DefiniKon  Source:  h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic   Vendini, Inc. | Napa Valley Opera House    
  24. 24. #mktssRise of High-Quality ContentMarketing Looks organic Relevant Not intrusive     = more brand engagement Vendini, Inc. | Napa Valley Opera House  
  25. 25. #mktssPlay by the Rules THE RULES Tell a story. Keep it interesting. Respect the user. Vendini, Inc. | Napa Valley Opera House  
  26. 26. #mktssJulieDalrymple Vendini, Inc. | Napa Valley Opera House  
  27. 27. #mktssVendini, Inc. | Napa Valley Opera House  
  28. 28. #mktss Bebel Gilberto Chris Botti Lisa Loeb Jake Shimabukuro Natalie ColePhotos  by  Jane  Higgins   Vendini, Inc. | Napa Valley Opera House  
  29. 29. #mktssThe Goals1.  Engage audience online to keep in touch.2.  Use ads to get to know a new audience.3.  Build brand on a personal level.4.  Grow followers and sales. Vendini, Inc. | Napa Valley Opera House  
  30. 30. #mktssThe Strategy Earn Personalize Listen, Respect Engagement Monitor, Capture. Vendini, Inc. | Napa Valley Opera House  
  31. 31. #mktssThe Strategy •  Share interesting, relevant content. Earn •  Don’t shamelessly self-promote. Respect •  Focus on one channel to maintain content & tone. Vendini, Inc. | Napa Valley Opera House  
  32. 32. #mktssThe Strategy •  Showcase your voice & identity.Personalize •  Show, don’t tell.Engagement •  Reward followers with exclusive content. •  Compliment online engagement with a fantastic in-person experience. •  Incentivize & reward followers. •  Cross promote with artists. Vendini, Inc. | Napa Valley Opera House  
  33. 33. #mktssThe Strategy •  Listen, don’t just broadcast.Listen, •  Monitor mentions & know your advocates.Monitor, •  Track post popularity to hone in on whatCapture. resonates. •  Capture followers’ contact information to stay in touch via other channels. Vendini, Inc. | Napa Valley Opera House  
  34. 34. #mktssAn IntegratedStrategy 1.  The total patron experience, online & off. 2.  Make website and social channels findable, usable and easy to share. 3.  Authentically convey our personality. 4.  Demonstrate and pique interest for excellent events and venue. Vendini, Inc. | Napa Valley Opera House  
  35. 35. #mktssOur FacebookStrategyFacebook Sponsored Give followers a way to opt-inAds stories to stay in touch via other channels. Vendini, Inc. | Napa Valley Opera House  
  36. 36. #mktssSocial Media Wins Vendini, Inc. | Napa Valley Opera House  
  37. 37. #mktssSocial Media Wins “A perfect venue for a film festival: don’t you think?” “They have a great line up of music. Should always keep an eye out.” “My wife and I went here last Saturday…I was very impressed with the venue, the concert and the upcoming acts. With only 450 comfortable seats there wasn’t a bad one in the house…I’m sure we will be back soon, great experience.” “Kronos brings spirit of adventure to the Opera House buff.ly/WEBGH @NVOH” Vendini, Inc. | Napa Valley Opera House  
  38. 38. #mktssSocial Media Wins Vendini, Inc. | Napa Valley Opera House  
  39. 39. #mktssSocial Media Wins Vendini, Inc. | Napa Valley Opera House  
  40. 40. #mktssResults1.  In-stream vs. event-specific ads.2.  Social media audience doubled.3.  See an increasing number of sales coming via social media channels.4.  Effectively communicate our brand.5.  Influence future sales by staying in touch, building anticipation for events via social media content. Vendini, Inc. | Napa Valley Opera House  
  41. 41. #mktssThe Challenges Spreading yourself thin across too vs vs many channels. Creative content and staggering posts. Keeping up with changing trends. Reaching the portion of our audience that doesn’t hang out on these channels. Vendini, Inc. | Napa Valley Opera House  
  42. 42. #mktssFuture PlansRefocus our Twitter strategy.Explore more social and advertising channels.Regularly host contests that incorporate sharing.Develop a strategic program to cultivate our advocatesand community partners. Vendini, Inc. | Napa Valley Opera House  
  43. 43. #mktssAnalytics,Tools & TrendsKeith Goldberg Vendini, Inc. | Napa Valley Opera House  
  44. 44. #mktssAnalytics CheatSheet: WEBSITE Level of Visitors GrowthEngagement + Over Time Source Vendini, Inc. | Napa Valley Opera House  
  45. 45. #mktssAnalytics CheatSheet: SOCIAL Follower Engagement Sentiment Growth Level Vendini, Inc. | Napa Valley Opera House  
  46. 46. #mktssAnalytics CheatSheet: ADVERTISING Conversions Web Visitor to Engagement Spend Vendini, Inc. | Napa Valley Opera House  
  47. 47. #mktssAnalytics Cheat Sheet:SALES Online vs. Box Office? Growth- Sale Source? Survey - Sale Source? Sales vs. Campaigns? Vendini, Inc. | Napa Valley Opera House  
  48. 48. #mktssAnalytics Toolkit Website Social Vendini, Inc. | Napa Valley Opera House  
  49. 49. #mktssFacebook EdgeRank Vendini, Inc. | Napa Valley Opera House  
  50. 50. #mktssFacebookTips + Tricks1.  Focus your status updates, shares & comments to drive engagement. •  Be visual. •  Include a clear CTA. •  Leverage contests. •  Ask questions. •  Showcase your personality. Vendini, Inc. | Napa Valley Opera House  
  51. 51. #mktssFacebookTips + Tricks2. Post consistently.3. Use tags to engage andrecognize others.4. Promote your social presenceoffline and through other onlinechannels. •  Box Office •  Email Marketing •  Event Posters •  Events Vendini, Inc. | Napa Valley Opera House  
  52. 52. #mktssThe Holistic ApproachResponsive Web Design Vendini, Inc. | Napa Valley Opera House  
  53. 53. #mktssTrends To Watch Consumer as the marketer Location-based offers & event discovery* Gamification Crowdsourcing$ Emphasis on showing rather than telling Vendini, Inc. | Napa Valley Opera House  
  54. 54. #mktssStay in TouchKeith Goldberg, Vice President of Marketing, Vendinikgoldberg@vendini.com facebook.com/vendini.inc @vendiniJulie Dalrymple, Marketing Director,Napa Valley Opera Housejulie@nvoh.org facebook.com/napavalleyoperahouse @nvoh Vendini, Inc. | Napa Valley Opera House  

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