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

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

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

    • The Queen’s Hall
      AmbITionRoadshow Central | Thursday 27 May 2010
      Andy Catlin, Marketing Manager
    • What? Where? Who?
    • What? Where? Who?
    • 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 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)
    • Stuff we’re thinking about…
      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?
    • Stuff we’re thinking about…
      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.)