2014 Arts Digital Marketing Toolkit

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This presentation discusses ideas about mobile marketing, social media marketing, video marketing, marketing automation and outsourcing specifically tailored for arts organizations. It was part of a presentation delivered at an arts marketing conference, ArtsReach, in San Francisco on October 24, 2013.

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2014 Arts Digital Marketing Toolkit

  1. 1. 2014˝ Digital˝ Toolkit eMarketingDoctor.com 415-683-0383
  2. 2. B. JOSEPH BURCH • arts & entertainment • music business - I.S.U. • Mid-Atlantic Chamber Orchestra • Musicland / Best Buy • The Saint Paul Chamber Orchestra • San Francisco Symphony • freelance web design & consulting • eMarketingDoctor.com eMarketingDoctor.com 415-683-0383
  3. 3. THE SOCIAL MAP here’s the challenge eMarketingDoctor.com 415-683-0383
  4. 4. F ACEBOOK F ACTS • 1.1 billion users • 600 million avg daily users • 95% of U.S. citizens on FB • 2 million updates every 20 minutes • FB mobile = most downloaded app • 1/2 users on mobile • 56% of FB users = women eMarketingDoctor.com 415-683-0383 SOURCE: Nielson
  5. 5. SOCIAL PROMOTION OF EVENTS EVENT TICKET PURCHASE eMarketingDoctor.com 415-683-0383
  6. 6. ? WHA HAPPENS T when Facebook “goes away”?
  7. 7. eMarketingDoctor.com 415-683-0383
  8. 8. THE “HUB” YOUR WEBSITE eMarketingDoctor.com 415-683-0383
  9. 9. CUSTOMER   ENGAGEMENT Your Website = The HUB of Your Content SEO EMAIL eMarketingDoctor.com 415-683-0383
  10. 10. COFFEE BREAK eMarketingDoctor.com 415-683-0383
  11. 11. video #1 video #1 eMarketingDoctor.com 415-683-0383
  12. 12. 91% Of adults have their mobile phone within arms reach 24/7. By 2014, mobile internet usage will overtake desktop internet usage. By 2015, 81% of U.S. cell users will have smart phones. eMarketingDoctor.com 415-683-0383
  13. 13. TEXT: e md TO: 7 1441 T ext ˝ Me˝ Now eMarketingDoctor.com 415-683-0383
  14. 14. SMS ARTS MARKETING how can you use SMS? eMarketingDoctor.com 415-683-0383
  15. 15. SMS ARTS MARKETING what else? rush gallery openings parking alerts send (mobile) users to a mobile website fundraising polls, birthday greetings prospecting loyalty program (i.e. single tix “punch card”) eMarketingDoctor.com 415-683-0383
  16. 16. DAIL EMAIL USE Y on desktop vs. mobile 79% 73% People are checking emails on multiple devices daily. SOURCE: eMarketingDoctor.com 415-683-0383 Return Path
  17. 17. EMAIL OPEN RA TES BY PLA TFORM SOURCE: eMarketingDoctor.com 415-683-0383 Return Path
  18. 18. MOBILE HOME P AGES eMarketingDoctor.com 415-683-0383
  19. 19. WHY ONLINE VIDEO MA TTERS after watching online videos, people 96% CLICK LINKS 90% MAKE DECISIONS 80% REMEMBER WHERE THEY W TCHED VIDEOS A 64% LIKEL TO BUY Y 46% T AKE ACTION SOURCE: eMarketingDoctor.com 415-683-0383 Forrester
  20. 20. SIMPLE AS 1-2-3 LIGHTS CAMERA ACTION $150 $150 FREE Basic lighting + external microphone Basic camera with *input* for microphone eMarketingDoctor.com 415-683-0383 Arts organizations have AMAZING content!
  21. 21. USE ACROSS DEVICES REHEARSAL FOOTAGE INTERVIEWS BEHIND-THE-SCENES SUBSCRIBER / DONOR TESTIMONIALS SEASON “BROCHURE” INTRODUCE NEW WORKS... eMarketingDoctor.com 415-683-0383
  22. 22. video #2 eMarketingDoctor.com 415-683-0383
  23. 23. P AID ADVERTISING eMarketingDoctor.com 415-683-0383
  24. 24. OTHER GOOGLE ADVERTISING 1 Display advertising 3 Remarketing Mobile 4 Video (YouTube) 5 Television 2 eMarketingDoctor.com 415-683-0383
  25. 25. OTHER ADVERTISING OPTIONS Yahoo! / Bing (text & display) Mobile Advertising Networks Facebook (super-targeting) LinkedIn Direct Placement local “celebrities” / organizations / businesses “Solo” Ads purchase “solo spot” in email newsletters Pay Per View (PPV) prospecting opportunities (family, seniors, etc.) eMarketingDoctor.com 415-683-0383
  26. 26. MARKETING AUTOMA TION SOCIAL MEDIA http:// socialoomph.com http://bufferapp.com http://hootsuite.com VIDEO http://tubemogul.com eMarketingDoctor.com 415-683-0383
  27. 27. MARKETING “AUTOMA TION ANAL YTICS http://google.com/analytics http://raventools.com eMarketingDoctor.com 415-683-0383
  28. 28. MARKETING “AUTOMA TION TESTING http://visualwebsiteoptimizer.com eMarketingDoctor.com 415-683-0383
  29. 29. MARKETING “AUTOMA TION OUTSOURCING .ph eMarketingDoctor.com 415-683-0383
  30. 30. IPOD NANO DRA WING !! eMarketingDoctor.com 415-683-0383
  31. 31. ? ! QUESTIONS & ANSWERS Don’t be shy eMarketingDoctor.com 415-683-0383
  32. 32. THANK YOU FOR A TTENDING eMarketingDoctor.com 415-683-0383

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