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

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  • 1. The Queen’s Hall
    AmbITionRoadshow Central | Thursday 27 May 2010
    Andy Catlin, Marketing Manager
  • 2. What? Where? Who?
  • 3. What? Where? Who?
  • 4. What? Where? Who?
  • 5. Our Little Problem…
  • 6. What I Want The Queen’s Hall To Be…
    high quality
    smart
    open to all
    willing to experiment
    dynamic
  • 7. What I Want The Queen’s Hall To Be…
    high quality
    smart
    open to all
    willing to experiment
    dynamic
  • 8. What I Think The Queen’s Hall Is See As…
    distant
    old fashioned
    insular
    conservative
    out of touch
  • 9. What I Think The Queen’s Hall Is See As…
    distant
    old fashioned
    insular
    conservative
    “the son of the manse”
  • 10. 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)
  • 11. 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)
  • 12. Old Timey Marketing
    We returned to:
    Brochures!
    Banners!
    Direct Mail!
    Meeting People!
    (CUE: AUDIENCE GASPS!)
  • 13. 1. Website
    Embedded video | Share/Like buttons | Links
  • 14. 2. Email Mailing List
    1700 addresses
    We have made it:
    Regular
    Reliable
    Inclusive of entire programme
    Useful
  • 15. 3. Social Media
    We are using:
    Facebook
    Twitter
    MySpace
    Flickr
    Foursquare
    YouTube
    Last. FM/Spotify/Grooveshark
  • 16. Facebook
    570 friends
    Used only for major announcements
    Debate over choice of creating identity vs Fan page
  • 17. 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
  • 18. 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”
  • 19. 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
  • 20. Foursquare
    56 friends.
    We’re experimenting with it both as a location and a user.
    Watch this space…
  • 21. 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.
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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)
  • 27. 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?
  • 28. 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.
  • 29. 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.)