Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall

The Queen’s Hall
AmbITionRoadshow Central | Thursday 27 May 2010
Andy Catlin, Marketing Manager

What? Where? Who?

Our Little Problem…

What I Want The Queen’s Hall To Be…
high quality
smart
open to all
willing to experiment
dynamic

What I Think The Queen’s Hall Is See As…
distant
old fashioned
insular
conservative
out of touch

What I Think The Queen’s Hall Is See As…
distant
old fashioned
insular
conservative
“the son of the manse”

The Goal
To use traditional and digital marketing tools to reposition The Queen’s Hall’s identity in existing and new audiences minds.
And with no additional expenditure.
(we like to think small)

The Strategy
A twin track approach of revisiting traditional marketing materials alongside investment in a range of digital tools.
(Hanging out with the cool kids whilst not scaring Mum & Dad)

Old Timey Marketing
We returned to:
Brochures!
Banners!
Direct Mail!
Meeting People!
(CUE: AUDIENCE GASPS!)

1. Website
Embedded video | Share/Like buttons | Links

2. Email Mailing List
1700 addresses
We have made it:
Regular
Reliable
Inclusive of entire programme
Useful

3. Social Media
We are using:
Facebook
Twitter
MySpace
Flickr
Foursquare
YouTube
Last. FM/Spotify/Grooveshark

Facebook
570 friends
Used only for major announcements
Debate over choice of creating identity vs Fan page

Twitter
1390 followers.
Our most successful and prolific social media tool.
An live, ongoing conversation/research tool/focus group/loudspeaker
3300 tweets in 18 months

MySpace
Very low interest and acquisition rates (a pitiful 27 friends)
Potentially of use for venue – musician contact but has been recently described as “a half deserted shopping mall”

Flickr
41000 views of my amateur happy snaps in one year (on some days our Flickr traffic exceeds our regular website)
All under Creative Commons licence so we encourage people to share and distribute
A more passive community but important in ‘opening up’ The Queen’s Hall to our audiences

Foursquare
56 friends.
We’re experimenting with it both as a location and a user.
Watch this space…

YouTube
Consumption, not creation.
Creating quality content is time consuming and technically demanding
Permission for recording live performance – and linking to it - is still problematic.

Last.FM, Spotify & Grooveshark
Various platforms for embedding, streaming and sharing music.
We can:
- preview future programming
- appear as a creator/influence maker/trusted source

Costs & Results
Costs? Flickr Pro account and the staff resources to find and create content
Web traffic increased year-on-year by 40%
We announce all our shows through Twitter and Facebook first and we immediately sell tickets

Costs & Results
Artistic – we have booked our first show via social media and commissioned an illustrator
Development – we have arranged our first sponsorship deal via social media

Costs & Results
New feedback channel from our audiences (both as direct feedback and as a “listening post” for specific topics)
We are now communicating in a new way with both existing and potential audiences.
We have repositioned The Queen’s Hall in a low/no cost way

Stuff we’re thinking about…
Stop asking for permission
“Change isn’t made by asking permission. Change is made by asking forgiveness, later” (Seth Godin)
Stop talking to ourselves
The people in this room are not your audience
(Image credit Sir Mike Coulter)

A journey, not a destination
Social media isn’t just for Christmas… The resources will be required permanently
Split Personality
How does your real world experience match your social media one?

I’m Not Listening To You
A new conversation with the audience?
More Human Than A Human
The tension between the personality of one person and the company.

Why? Why Not?
“You can either go with it or sit back and watch it happen, and I would rather be out on the field than in the bleachers.”
(Michael Stipe, R.E.M.)

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http://floatspace.info	8
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Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall

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