Winning Websites NAMP 2013
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Winning Websites NAMP 2013

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Winning Websites NAMP 2013 Winning Websites NAMP 2013 Presentation Transcript

  • WINNING OPTIMIZING THE PATRON EXPERIENCE WEBSITES
  • CECI DADISMAN Director of Marketing & PR Palm Beach Opera DREW GUILLAUME MCMANUS THÉRIEN Founder and Principal Venture Industries Director, Marketing and Communications Opéra de Montréal #WinningWebsites
  • DATA IN CHARTS, GRAPHS, & PERCENTAGES, OH MY! YOUR FACE View slide
  • Measuring ROI 62% Not Enough Budget 71% The biggest obstacle for digital marketing success? Source: Capacity Interactive // Performing Arts Digital Marketing Benchmark Survey View slide
  • Have Google Analytics Installed Using it to its potential 8% Source: Capacity Interactive // Performing Arts Digital Marketing Benchmark Survey 94%
  • Opera 39% Theater 43% Orchestra 27% Modern Dance 48% Ballet 60% Presenter 49% Arts orgs sell an average of 46% of their tickets online Source: Capacity Interactive // Performing Arts Digital Marketing Benchmark Survey
  • DUELING “OUR PEOPLE” VS. “YOUNG PEOPLE” DEMOS
  • More than half of American adults ages 65 or older use the internet. Of those people, 70% use the internet daily. Source: Pew Research Center’s Internet & American Life Project
  • 75% of internet users age 50 and over make purchases online. 66% of them research larger purchases online. Source: eMarketer
  • Internet users over the age of 50 overwhelmingly use desktop computers to access the internet. Source: Pew Research Center’s Internet & American Life Project
  • MILLENNIALS! 83% OWN A SMARTPHONE 80% HAVE READ AN ARTICLE OR EMAIL FROM A NONPROFIT ON IT Source: The Millennial Impact
  • MILLENNIALS PREFER NEWS OR ACTION-ORIENTED HEADLINES THAT LINK TO MORE INFORMATION Source: The Millennial Impact
  • PET PEEVES 76% TRYING TO NAVIGATE A NON-MOBILE FRIENDLY SITE 56% NOT FINDING DETAILS – LIKE CONTACT INFORMATION – QUICKLY AND EASILY Source: The Millennial Impact
  • ITS GETTING HEATMAP DATA SHOWS USER BEHAVIOR HOT IN HERE
  • ABOVE AND BELOW THE FOLD: VIEWING TIME 80% ABOVE 20% BELOW Source: Neilson Norman Group: The Human Mind and Usability
  • LEFT OR RIGHT SIDE: VIEWING TIME 70% LEFT 30% RIGHT Source: Neilson Norman Group: The Human Mind and Usability
  • LEARN TO LOVE THE F 70% LEFT 30% RIGHT Source: Neilson Norman Group: The Human Mind and Usability
  • Only about 1% of website visitors click on a homepage slider feature. And the vast majority of those 1% clicked on just the first slide. Source: University of Notre Dame
  • THE EXCEPTION Source: OptimalExperience.com
  • SHOWING THE DISCOUNTED PRICE ALONG WITH THE REGULAR PRICE INCREASES BUYER SATISFACTION $300 Source: ThinkEyeTracking.com
  • crazyegg.com mouseflow.com
  • NAMPC 2013 Winning websites: Optimizing the patron experience
  • MY STORY AT OPÉRA DE MONTRÉAL
  • L’OPÉRA DE MONTRÉAL IN NUMBERS 38 % Ticket Sales 18 % Donations Over 500 individual donors and foundations 4-5 productions 5 LEARNING NO.1 % Rentals & Sponsorships STAY CONNECTED WITH THE COMMUNITY 29 performances annually Regular subscribers – 4,125 18-30 subscribers – 1,350 Single ticketholders – 53,750 39 Our history % Budget: $7.2M 3rd largest in Canada 33rd season, 970 performances and over 93 productions over its history Grants Our team 15 employees Smallest team per turnover (in the industry)
  • MANDATE FIND SOLUTIONS TO 5 KEY ORGANIZATIONAL CHALLENGES: 1. 2. 3. 4. 5. Decline of subscribers Decrease of general attendance Increase of local & international cultural offer Multiplication of communication channels Difficulty to reach new audiences WHY DID I ACCEPT THIS JOB?
  • ANALYSIS & RESULTS FROM TRANSACTIONAL MARKETING… …TO RELATIONSHIP MARKETING
  • INSTITUTIONAL ECOSYSTEM NETWORKS STIMULI MEDIA RELATIONS PARTNERS TELEVISION RADIO PRESS CONFERENCE MEDIA PRINT PUBLICITY WEB PDA PARTNERS RESALERS DRIVE TO WEB YOUNG ASSOCIATES NETWORKS EXPERIENTIAL VIP FIELD ONE ON ONE INTERACTION LIVE EXPERIENTIAL PERFORMANCE OUTREACH EDUCATIONAL NETWORKS SPONSORS CAMPUS RELATED PRODUCTS TRANSMEDIA MAILINGS NETWORKS DATABASE MOBILE APP VIRTUAL OPERA REFERENCES NEWSLETTER PARTNERS RSS FEED TEXTS FACEBOOK WEBSITE EPICUREANS LIFESTLYE FLICKR BLOGS CONTENT SOCIAL MEDIA YOUTUBE VIDEOS VIDEOS PHOTOS TWITTER PHOTOS TEXTS LINKED IN TEXTS TELEMARKETING DONORS VIDEOS PHOTOS NETWORKS OPERA BOX OFFICE
  • CURRENT WEBSITE ANALYSIS
  • WEBSITE ANALYSIS NAVIGATION & IMAGE CHALLENGES: 1. 2. 3. 4. Production branding Season overlap Annual calendar Conversion tools 5. 6. 7. 8. Social media indifference Access to rich content Simple / one-click menu Editorial vs. promotional
  • WEBSITE ANALYSIS METRICS # Unique visitors 110 000 Visits New visits Average page views per visit Time spent on website Rebound rate Online sales (single tickets & subscriptions) Clicks to complete a sale Newsletters subscribers Facebook fans Twitter followers 165 000 63% 3.77 3 min 38% 28% 6-7 12 000 3 700 1 200
  • WEBSITE ANALYSIS SALES & MARKETING BUDGET BREAKDOWN 15% 70% 2% 10% 3% Source: Zero Moment of truth (Google)
  • PROJECT: WEBSITE REDESIGN
  • WEBSITE REDESIGN WEBSITE REDESIGN GOALS: Align with institutional challenges 1. Maintain a feeling of belonging within the community 2. Engage in ongoing dialogue with the help of social media platforms 3. Share quality content 4. Give Opera de Montréal a professional and dynamic image 5. Offer simple and intuitive navigation 6. Improve site’s positioning on search engines 7. Increase sales 8. Increase traffic while reducing rebound rate
  • WEBSITE REDESIGN WEBSITE REDESIGN STEPS: It is all about strategic planning 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Definition of site’s objectives (KPI) User analysis Analysis of research and site-referencing trends Analysis of the use of social media of online strategies Competition and benchmarking Establish functional requirements Creation of site structure Design of the site Concept and design of mood board Production Quality control
  • KPI KEY PERFORMANCE INDICATORS: Consumer-oriented metrics 1. Engagement: interacting with the community 2. Content marketing: offering and sharing quality & exclusive contents 3. Conversion: Selling, selling, selling…more & in a personalized way!
  • NEW WEBSITE IDENTITY
  • BRAND IDENTITY CECI: NEW WEBSITE – LIVE NAVIGATION
  • ENGAGEMENT
  • ENGAGEMENT HOME PAGE PRODUCTION PAGE
  • ENGAGEMENT BEST PRACTICES Always connect your offline & online initiatives • Tied with… • Experiential marketing (events & in the venue) • OOH & direct marketing (invite community to participate) • Email marketing (Participate!) And your online & social media! • Tied with… • Bloggers outreach program • Twitter seats and other social promotions
  • ENGAGEMENT METRICS BEFORE KPI NOW Facebook fans (from website) Facebook activities (People engaged) Twitter followers 3 700 5 000 7 250 24 000 35 000 68 000 1 200 2 400 3 380 Newsletter subscribers 12 000 15 000 18 500 Newsletters open rate 21% 40% 44% Newsletter click rate 25% 33% 15%
  • CONVERSION
  • CONVERSION
  • CONVERSION
  • CONVERSION BEST PRACTICES Online first. • Align advertisement and communication with the objectives • Presales • Best seats online only • Wave fees And track your sales! • Pixels are magic • Web and email marketing • Behavioral retargeting
  • CONVERSION METRICS BEFORE KPI NOW Online sales 28% 50% 46% Conversion (overall website) Conversion (transaction icons) Subscriptions (online renewal & new forms) Clicks to complete a sale N/A 5% 2% N/A 15% 9% 123 250 331 6-7 4 2-3 6% 10% 9% Online donations
  • CONTENT MARKETING
  • CONTENT MARKETING PAID OWNED EARNED SHARED
  • CONTENT MARKETING OPERA LIFE CYCLE BEHIND THE SCENE PODCAST COSTUMES CREATION & PROMOTION INTERVIEWS REHEARSALS PODCAST VOX POP PRODUCTION CAST SET AMPLIFICATION UPCOMING SHOWS FAN LIFE CYCLE CONTENT RELEVANCY 365 DAYS CONTENT CONTENT
  • CONTENT MARKETING HOME PAGE
  • CONTENT MARKETING BEST PRACTICES Plan the work and work the plan • Determine… • Frequency • Target audience • Context • Expectations • Platforms Always ask yourself: Is it relevant? And BE CREATIVE!
  • CONTENT MARKETING METRICS BEFORE KPI NOW Unique visitors 110 000 160 000 191 000 Rebound rate Time spent 38% 35% 2 min. 52 sec. 4 min. 31% 4 min. 31 sec. Page views 3.77 4 4.12 New visitors Youtube views (per season) 63% 10 000 50% 30 000 56% 55 000 Website traffic (Multimedia & Production ranking) N/A 2 and 3 3 and 4
  • ORGANIZATIONAL CHALLENGES AND NOW… WHAT ABOUT THE ORGANIZATIONAL CHALLENGES?
  • MANDATE 1. Decline of subscribers– Increase of 7.5% and increase revenues per subscriber of 3% 2. Decrease of general attendance – Increase of 2% 3. Increase of local & international cultural offer – Content is travelling and reaching new communities 4. Multiplication of communication channels – Interconnection of platforms and bidirectional approach 5. Difficulty to reach new audiences – Increase and diversify our community (29% of opera goers are under 30 and 40% under 40)
  • NEXT AND THEN WHAT’S NEXT… WITH OUR WEBSITE
  • NEXT 1.Responsive design 2.Client zone 3.Live webcast
  • THANK YOU Guillaume Thérien Sales & Marketing Director Opéra de Montréal gtherien@operademontreal.com
  • WEBSITE USE Source:
  • WEBSITE USE Source:
  • Beyond Smartphones responsive Responsive design is about so much more than just Smartphones and tablets. Responsive design is about creating a single high quality online presence that works in all formats. Responsive design is the most effective, powerful, and flexible platform for delivering all of your content at HD levels. Responsive design is about becoming future-proof. 60
  • MICRO IS THE NEW BLACK A microsite is a web site that consists of a single page or tiny cluster of pages meant to function in a mutually exclusive capacity from an organization's primary website. It’s all about keeping it simple. 61
  • HauntedIsland.org microsite Size: single page website. Cost: $450 for the entire project. Time: 15 days from start to launch. Attendance: just over 500/night. Conversion: cash payments, mostly walkups via “Directions” toggle. 62
  • ChattFilmMusic.org microsite Technological Literacy: city has high degree of experienced web users so design utilizes an icon/graphic heavy UX, no navigation menu, and sparse text. Cost: $475 for the entire project. Time: 12 days from start to launch. Design: clean lines distinguish UX. 63
  • SO. MUCH. INFO. mega menu A mega menu (or uber menu) is an expansive drop down navigation menu designed to deliver an unfettered UX and/or display a complex navigation architecture. 64
  • AtlantaSymphony.org mega menu Lots of interior pages and a small primary navigation footprint make the site an ideal MM candidate. 50/50 split layout with varying background colors is consistent with each parent menu item. No mobile reduction  65
  • PBOpera.org mega menu MM used more for enhancing UX than displaying boat loads of info. Entire mainstage season w/dates, live Google map, and tix purchase details displayed in parent level views. Mobile reduction collapses column info into stacked layout  66
  • Akustiks.com mega menu MM used to help users self identify area(s) of interest and initiate navigation funnel while projecting the full scope of firm’s activity. Mobile reduction collapses column info into stacked layout  67
  • The More You Know but wait, there’s more Austin Lyric Opera: a new website and digital strategy By: Marc van Bree; April 24, 2012 http://mcmvanbree.com/dutchperspective/tag/alo-series Download Presentation Slides tinyurl.com/n7xt82v 68
  • Let’s Have Some Fun #BestArtsMarketerEver A It’s not plagiarism if it ends in a hashtag. #SoTrueItHurts #NAMPC B “Kindertotenlieder; a dark roast Mahler song cycle @MourningBlend” - Best.Coffee.Classics.Theme.Ever. #NAMPC C I'm more interested in "The Beer Drinking". That's the ultimate social network. Boom! #NAMPC 69
  • Let’s Have Some Fun #BestArtsMarketerEver A Why are there no sessions on leveraging strategic marketing jargon!?!? ヽ(ಠ_ಠ)ノ #NAMPC #AboveTheFold #ABTest #BrandPositioning #B2B #LinkBait B I find shaving my head keeps things under control in the Pacific Northwest. Your results may vary. #NAMPC C Is it bad Karma to ditch #NAMPC so I can take the Portlandia Walking Tour? #NAMPC #HipsterChic #FedoraKing 70