Delvinia coc case-story-2011-04-14

809 views
674 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
809
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Delvinia coc case-story-2011-04-14

  1. 1. a case story The Canadian Opera Company’s Journey into the Digital Age facebook.com/ delviniainteractive twitter.com/delvinia twitter com/delvinia linkedin.com/company/delvinia-interactive370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  2. 2. Adam Froman Jeremy Elbourne Randy Matheson CEO, Director of Marketing, Director, Emerging Media Delvinia Canadian Opera Company Delvinia370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  3. 3. ABOUT DELVINIA Our Capabilities Creating experiences that Give us your opinions, we’ll enrich people’s lives. give you rewards!370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  4. 4. ABOUT DELVINIA Our Capabilities Customer Insights & analytics g y Tools Services Delvinia Digital MOSAIC Qualitative Research Delvinia Digital Canadians Quantitative Research SAS Capabilities Online Panel Management Web Analytics Social Media Monitoring370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  5. 5. ABOUT DELVINIA Our Capabilities Digital Strategy Customer Experience Design Insights & analytics g y Tools Services Customer Delvinia Digital MOSAIC Qualitative Research Insight Delvinia Digital Canadians Quantitative Research SAS Capabilities Online Panel Management Web Analytics Social Media Monitoring Digital Business Landscape Context370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  6. 6. ABOUT DELVINIA Our Capabilities Digital Strategy Customer Experience Design PROTOTYPE VALIDATIO OPTIMIZATION N Customer Insight DISCOVERY DESIGN DEVELOPMENT DEPLOY Digital Business Landscape Context PROTOTYPE VALIDATIO OPTIMIZATION N370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  7. 7. ABOUT DELVINIA Our Capabilities A Digital Strategy & Customer Experience Design Firm.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  8. 8. ABOUT DELVINIA Our Experience370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  9. 9. a case story The Canadian Opera Company’s Journey into the Digital Age facebook.com/ delviniainteractive twitter.com/delvinia twitter com/delvinia linkedin.com/company/delvinia-interactive370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  10. 10. Case Story Canadian Opera Company370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  11. 11. Case Story Canadian Opera Company370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  12. 12. Case Story Canadian Opera CompanyOperanation370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  13. 13. Case Story Canadian Opera CompanyThe COC Customer File Total Canadian¹ COC File = 35,265 records COC Customer Groups p Elsewhere COC.ca Donors + 8,414 2,254 Subscribers Only 2,023 750 Single Ticket Buyers 17,793 4,031 No Transaction² 6,400 576 TOTAL 34,630 7,611 ¹ Customers who did not have Canadian residential postal codes were excluded. ² Canadian customers who did not transact (donate, subscribe or purchase a single ticket) with the COC were excluded.370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  14. 14. Case Story Canadian Opera Company COC Customers Despite this, we discovered that less than 20% of COC customers were transacting with the COC via COC ca COC.ca.Source: COC customer file, Delvinia Insight Engine, Delvinia analysis n=35,265 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  15. 15. Case Story Canadian Opera Company COC customers have faster internet connectivity and are online more frequently than the average Canadian. Cable High Speed  42.1% Internet Connection 35.3% TOTAL COC ADSL/ DSL Internet  30.6% TOTAL CAN Connection 23.3% Access Internet  daily  Access Internet daily 56 % 56.2% Saturday and Sunday 45.1% Access Internet  daily  67.6% Monday to Friday Monday to Friday 52.2% 52 2% 0% 10% 20% 30% 40% 50% 60% 70% 80%370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  16. 16. Case Story Canadian Opera Company COC Customers COC customers are more engaged in specific online behaviours than the average Canadian. Search for specific  info 58.7% 71.1% Read current news 33.4% 46.9% Research products/services 31.1% 42.4% Use instant messaging 38.4% 35.0% Read online newspapers 20.9% 32.2% Play online games 25.8% 24.5% TOTAL COC Download music/MP3 files Download music/MP3 files 25.6% 22.8% 22 8% Access news site 22.1% 17.2% TOTAL CAN Respond to online surveys/polls 16.6% 13.7% Listen to radio via streaming  audio 14.6% 11.0% Participate in Chat Groups 11.6% 11.4% Watch TV broadcast via streaming video 6.8% 4.3% Download podcast for use on MP3 6.3% 3.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
  17. 17. Case Story Canadian Opera CompanyCOC Customers COC’s Digital MOSAIC Segments Loaded and Overloaded Families 20.3% Young City Clickers 19.3% Dot Conservative Families 13.1% Almost 85% Single Metrotech 11.3% Multicultural Cyber Socials 8.6% Mature and Net Neutral 7.0% Ethnic Tech Enthusiasts Tech-Enthusiasts 4.7% 4 7% Young Aspiring Social Surfers 3.5% Young Technophile Family 3.3% 15% Rural Ontario Low Techs 3.2% Western Prosperous & Practical 2.3% E-tired Empty Nesters 1.4% Small Town Digital Dreamers 1.0% Young Quebec Tech-Novices 0.3% Urban French Unplugged 0.2% Mature East Coast Surfers 0.2% LEGEND Social e-Inclined Family 0.1% 1% Key Customer Mature Small Town Techno Pas 0.1% Secondary Customer Rural Quebec Not Coms 0.0% Low Potential Semi-Wired on the Prairies 0.0% Off Strategy 0.0% 0 0% 5.0% 5 0% 10.0% 10 0% 15.0% 15 0% 20.0% 20 0% 25.0% 25 0% Source: COC customer file, Delvinia Insight Engine, Delvinia analysis370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  18. 18. Case Story Canadian Opera Company Delvinia Digital MOSAIC Technology Ownership Groups f ll within one G fall ithi of four clusters: Social 1. Social Users 2. Average UsersSocial Usage Average 3. 3 The Time-Starved Time Starved U 4. Lagging Lagging Time-Starved Time Starved 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  19. 19. Case Story Canadian Opera CompanyCOC Customer Profile LOADED & OVERLOADED FAMILIES • Ti Time-starved d • Own every possible digital device • Value of technology: save time and remain “Make it easier to determine how many seats  “Make it easier to determine how many seats are left for a performance, where they are  located, and what they cost.” CITY CLICKERS • Heavy users of technology for both social and work purposes. i l d k “I like the email pushes. It saves time to get  useful info/reminders, etc. delivered direct to  • They will pay more for items that save them time. your desktop.”  “I would like to see more stories on  “I ld lik i performers, costume and set design  ... part of the supporting framework  for actual performances.”370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  20. 20. Case Story Canadian Opera CompanyDigital Strategy Via Elsewhere Via COC.ca (Offline, External Websites) Committed Donors + 4. Advocate 1. Subscribers Migrate 3. 3 Commit Single Ticket Buyers 2. Engage Non Committed370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  21. 21. Case Story Canadian Opera Company370 King Street West, 5th Floor, Box 4Toronto, Ontario Twitter hashtag #delviniacsM5V 1J9
  22. 22. Case Story Canadian Opera CompanyAlexander Neef’s Blog Neef s 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  23. 23. Case Story Canadian Opera CompanyInteractive COC History Timeline 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  24. 24. Case Story Canadian Opera CompanyOpera Glossary 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  25. 25. Case Story Canadian Opera CompanyMadame Butterfly Interactive Journey 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  26. 26. Case Story Canadian Opera CompanyeCards 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  27. 27. Case Story Canadian Opera CompanyDigital Brochure 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  28. 28. Case Story Canadian Opera CompanyeOpera Chorus – Online Panel 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  29. 29. Case Story Canadian Opera CompanyTwitter / Facebook / YouTube 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  30. 30. Case Story Canadian Opera CompanySocial Media Specialist / Parlando Blog 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  31. 31. Case StoryB1: Live Broadcast Canadian Opera Company 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  32. 32. Case Story Canadian Opera Company10/11 Season Press Conference / UStream 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  33. 33. Case Story Canadian Opera CompanyTeamSave Social Commerce 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  34. 34. Case Story Canadian Opera CompanySocial Media Strategy Process Organizational Industry Readiness Social Media Surveyy Snapshot p • Business • Readiness Objectives • Communication Report • Observations • Recommendations • Online • Participation guidelines Social Media • Governance Strategy • Listen, Response, Interact Policies Social Media Establish Education KPIs Social Media • Measure & evaluate Implementations • Test & learn 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  35. 35. Case Story Canadian Opera CompanySocial Media: Competitive Snapshot 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  36. 36. Case Story Canadian Opera CompanySocial Media Readiness: Methodology Details Overall Score /100 Company Score Customer Score (50%) (50%) Senior S i Most Valuable M t V l bl Other Employee Other Customer Management Score Customer Score Score (40%) Score (40%) (60%) (60%) 289 employees surveyed 1879 customers surveyed • 276 Other Employees • 355 Most Valued Customers • 13 Senior Management • 1524 Other 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  37. 37. Case Story Canadian Opera CompanyCompany vs. Customer Score vs The COC as an organization is 8% more ready to develop and manage a social media strategy than their customers are ready to embrace one. In-line, grow over time 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  38. 38. Case Story Canadian Opera CompanyScores by Department Company Avg. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  39. 39. Case Story Canadian Opera CompanyTop Scoring Employees respid department Segment Awareness Usage Attitude FinalScore 403 Chorus‐‐Contract OE 92.9 77.6 82.9 82.8 121 FSCPA OE 71.4 71 4 76.5 76 5 90.8 90 8 81.2 81 2 190 Patron Services, Part Time OE 92.9 45.9 103.9 78.5 171 Telemarketing, Part‐Time OE 85.7 54.1 96.1 77.2 63 Development Department OE 100.0 70.6 71.7 76.9 16394 Box office Box office OE 92.9 63.5 77.6 75.0 10 Communications Department OE 64.3 56.5 96.1 73.9 430 Assistant Directors‐‐Contract OE 71.4 49.4 96.1 72.5 13 Communications Department OE 71.4 51.8 93.4 72.4 8 Communications Department OE 100.0 51.8 77.6 71.8 189 Patron Services, Part Time OE 50.0 75.3 78.9 71.7 56 Development Department OE 71.4 64.7 75.7 70.4 19 Communications Department OE 85.7 58.8 73.7 70.1 167 Telemarketing, Part‐Time OE 85.7 58.8 73.7 70.1 17 Communications Department C i ti D t t OE 64.3 64 3 58.8 58 8 84.2 84 2 70.1 70 1 199 Patron Services, Part Time OE 71.4 67.1 71.7 69.8 67 Development Department OE 57.1 54.1 91.4 69.7 61 Development Department OE 57.1 60.0 82.9 68.6 230 Patron Services, Part Time Patron Services Part Time OE 78.6 78 6 50.6 50 6 80.9 80 9 68.3 68 3 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  40. 40. Case Story Canadian Opera Company2011 Rebrand 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  41. 41. Case Story Canadian Opera CompanySite Refresh Primary Navigation + Utility Links Content Specific Panels Panel - Season Highlights Navigation - At the COC (What’s New) + - Concerts & Events Transactional - Blogs Drivers - Discover More Footer Navigation 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  42. 42. Case Story Canadian Opera CompanyEmail Newsletter Crowded clickable links Titles not clickable (particularly difficult for mobile users to click)Buried links – pull out into clear call to actions No mobile friendly option Underutilized area Preheader should include a Too much copy mobile- friendly view + extension Crowded of Subject clickable links Missing call to action g line difficult to target Graphics not as compelling as they could be 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  43. 43. Case Story Canadian Opera CompanySite Refresh 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  44. 44. Case Story Canadian Opera CompanySite Refresh 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  45. 45. Case Story Canadian Opera CompanyWhat sWhat’s Next for the COC? • Social Media Rollout • Working with Content Partners • Live Performance Broadcasts 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9
  46. 46. Final Words Adam Froman Jeremy Elbourne Randy Matheson CEO, Director of Marketing, Director, Emerging Media Delvinia Canadian Opera Company Delvinia facebook.com/ delviniainteractive twitter.com/delvinia twitter com/delvinia linkedin.com/company/delvinia-interactive 370 King Street West, 5th Floor, Box 4 Toronto, Ontario Twitter hashtag #delviniacs M5V 1J9

×