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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?
<ul><li>Not all made up of the over 65+ crowd </li></ul><ul><li>More engaged in the Arts and donate more to charity than t...
LOADED & OVERLOADED FAMILIES <ul><li>Time-starved </li></ul><ul><li>Own every possible digital device </li></ul><ul><li>Va...
CITY CLICKERS <ul><li>Heavy users of technology for both  social and work purposes. </li></ul><ul><li>They will pay more f...
Via COC.ca Via Elsewhere (Offline, External Websites) Single Ticket  Buyers  Subscribers Donors + Non Committed Committed ...
Crafting the Digital Customer Experience Solution
<ul><ul><li>Build an interactive digital experience  </li></ul></ul><ul><ul><li>that inspires people to stay engaged  </li...
mobile email coc.ca e-commerce social media Podcasts / Chat / Widgets Digital Vision
<ul><li>Optimize the digital customer experience </li></ul><ul><li>Empower committed customers to share their passion </li...
inspire action accessible connect emotionally satisfy needs interactive engaging build relationships foster community seam...
 
 
 
 
 
Results
<ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>Since launching in Spring of 2009 </li></ul></ul></ul><ul><ul><ul><li>...
<ul><ul><li>Results:  Increased email subscriptions by 30% since January 2009.  10%+ CTR. </li></ul></ul>One-to-one relati...
<ul><ul><li>Results:  Hundreds of photos and mentions. </li></ul></ul>Event support
Canadian Opera Company Case  Study: Turning the CBC Radio Broadcast  into a digital customer experience
 
 
 
 
 
 
 
Event Promotion
 
 
Live Broadcast Chat <ul><ul><li>Results:  351 global participants joined the 3 hour chat. </li></ul></ul>
Up next… Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus CO...
Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus COC Radio S...
Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus COC Radio S...
Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus COC Radio S...
Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus COC Radio S...
Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus COC Radio S...
Live Webcast of Press Conference Digital Brochure and Subscription Renewal COC Feedback Panel –  Opera eChorus COC Radio S...
Thanks. <ul><li>Adam Froman,  CEO </li></ul><ul><li>[email_address] </li></ul><ul><li>416.364.1455 ext 222 </li></ul>
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Opera America Electronic Media Forum Case Study: The COC Live Broadcast

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Adam Froman's presentation at Opera America's Electronic Media Forum in New York on January 21st, 2010.

The presentation outlines the work Delvinia has done with the Canadian Opera Company to create an digital experience for Opera goers. It highlights the recent Live broadcast event of the CBC's broadcast of Madama Butterfly and the Nightingale.

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

  1. 1. Electronic Media Forum January 21 st , 2010 New York
  2. 3. Data-driven insights help us craft digital experiences to connect brands with their customers.
  3. 4. How do we do it….
  4. 5. We help our clients embrace the digital economy by adapting to the digital behaviours of their customers
  5. 6. We start by understanding everything we can about the digital behaviours of your customer.
  6. 7. These customer insights drive our program strategies and creative.
  7. 8. Testing/Learning along with continual measurement against business objectives achieves success.
  8. 10. Background What are the digital habits and behaviours of the COC’s customers?
  9. 11. <ul><li>Not all made up of the over 65+ crowd </li></ul><ul><li>More engaged in the Arts and donate more to charity than the average Canadian </li></ul><ul><li>Less than 20% of COC customers were currently transacting with the COC via COC.ca. </li></ul><ul><li>COC customers are more digitally inclined than the average Canadian </li></ul><ul><li>There was no behavioural difference between those that transact online and those that don’t </li></ul>Insight
  10. 12. LOADED & OVERLOADED FAMILIES <ul><li>Time-starved </li></ul><ul><li>Own every possible digital device </li></ul><ul><li>Value of technology: save time and remain </li></ul>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.”
  11. 13. CITY CLICKERS <ul><li>Heavy users of technology for both social and work purposes. </li></ul><ul><li>They will pay more for items that save them time. </li></ul>COC Customer Profile “ I would like to see more stories on performers, costume and set design ... part of the supporting framework for actual performances.”
  12. 14. 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
  13. 15. Crafting the Digital Customer Experience Solution
  14. 16. <ul><ul><li>Build an interactive digital experience </li></ul></ul><ul><ul><li>that inspires people to stay engaged </li></ul></ul><ul><ul><li>with opera, and is seamlessly </li></ul></ul><ul><ul><li>integrated with the COC brand. </li></ul></ul>Digital Vision
  15. 17. mobile email coc.ca e-commerce social media Podcasts / Chat / Widgets Digital Vision
  16. 18. <ul><li>Optimize the digital customer experience </li></ul><ul><li>Empower committed customers to share their passion </li></ul><ul><li>Build relationships and brand advocacy </li></ul>Strategic Imperatives
  17. 19. inspire action accessible connect emotionally satisfy needs interactive engaging build relationships foster community seamless integrated edgy consistent educational
  18. 25. Results
  19. 26. <ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>Since launching in Spring of 2009 </li></ul></ul></ul><ul><ul><ul><li>A 30% increase in online sales from the 08/09 to 09/10 season </li></ul></ul></ul><ul><ul><ul><li>Online has become the #1 channel for single ticket purchases </li></ul></ul></ul><ul><ul><ul><li>Bounce rates decreased from 56% to 26% </li></ul></ul></ul>Website redesign and enhancements
  20. 27. <ul><ul><li>Results: Increased email subscriptions by 30% since January 2009. 10%+ CTR. </li></ul></ul>One-to-one relationship building
  21. 28. <ul><ul><li>Results: Hundreds of photos and mentions. </li></ul></ul>Event support
  22. 29. Canadian Opera Company Case Study: Turning the CBC Radio Broadcast into a digital customer experience
  23. 37. Event Promotion
  24. 40. Live Broadcast Chat <ul><ul><li>Results: 351 global participants joined the 3 hour chat. </li></ul></ul>
  25. 41. 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+
  26. 42. 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…
  27. 43. 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…
  28. 44. 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…
  29. 45. 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…
  30. 46. 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…
  31. 47. 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…
  32. 48. Thanks. <ul><li>Adam Froman, CEO </li></ul><ul><li>[email_address] </li></ul><ul><li>416.364.1455 ext 222 </li></ul>
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