Opera America Electronic Media Forum Case Study: The COC Live Broadcast

Electronic Media Forum January 21 st , 2010 New York

Data-driven insights help us craft digital experiences to connect brands with their customers.

How do we do it….

We help our clients embrace the digital economy by adapting to the digital behaviours of their customers

We start by understanding everything we can about the digital behaviours of your customer.

These customer insights drive our program strategies and creative.

Testing/Learning along with continual measurement against business objectives achieves success.

Background What are the digital habits and behaviours of the COC’s customers?

Not all made up of the over 65+ crowd
More engaged in the Arts and donate more to charity than the average Canadian
Less than 20% of COC customers were currently transacting with the COC via COC.ca.
COC customers are more digitally inclined than the average Canadian
There was no behavioural difference between those that transact online and those that don’t
Insight

LOADED & OVERLOADED FAMILIES
Time-starved
Own every possible digital device
Value of technology: save time and remain
COC Customer Profile “ Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.” “ I like the email pushes. It saves time to get useful info/reminders, etc. delivered direct to your desktop.”

CITY CLICKERS
Heavy users of technology for both social and work purposes.
They will pay more for items that save them time.
COC Customer Profile “ I would like to see more stories on performers, costume and set design ... part of the supporting framework for actual performances.”

Via COC.ca Via Elsewhere (Offline, External Websites) Single Ticket Buyers Subscribers Donors + Non Committed Committed 1. Migrate Digital Strategy 2. Engage 3. Commit 4. Advocate

Crafting the Digital Customer Experience Solution

Build an interactive digital experience
that inspires people to stay engaged
with opera, and is seamlessly
integrated with the COC brand.
Digital Vision

mobile email coc.ca e-commerce social media Podcasts / Chat / Widgets Digital Vision

Optimize the digital customer experience
Empower committed customers to share their passion
Build relationships and brand advocacy
Strategic Imperatives

inspire action accessible connect emotionally satisfy needs interactive engaging build relationships foster community seamless integrated edgy consistent educational

Results

Results:
Since launching in Spring of 2009
A 30% increase in online sales from the 08/09 to 09/10 season
Online has become the #1 channel for single ticket purchases
Bounce rates decreased from 56% to 26%
Website redesign and enhancements

Results: Increased email subscriptions by 30% since January 2009. 10%+ CTR.
One-to-one relationship building

Results: Hundreds of photos and mentions.
Event support

Canadian Opera Company Case Study: Turning the CBC Radio Broadcast into a digital customer experience

Event Promotion

Live Broadcast Chat
Results: 351 global participants joined the 3 hour chat.

Up next… Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel – Opera eChorus COC Radio Social Media Strategy Mobile App – Culture+

Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel – Opera eChorus COC Radio Social Media Strategy Mobile App – Culture+ Up next…

Thanks.
Adam Froman, CEO
[email_address]
416.364.1455 ext 222

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Opera America Electronic Media Forum Case Study: The COC Live Broadcast

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