ArtsMarketingRoundtableSeptember 21, 2011
About Search Discovery• Founded 2004• Success through better marketing• Better marketing through analytics Web        Info...
User Experience            3
User ExperienceIn Person• How do patrons interact with your art?• How often?• What is their user experience?              ...
User ExperienceCost of Experiencing Art  • Monetary  • Opportunity                     5
User ExperienceCost Benefit Calculation        Value   {                    Cost Benefit                        6
User ExperienceCost Benefit Calculation   Benefit - Cost = Value                    7
User ExperienceCost Benefit Calculation    Benefit - Cost = Value• Increase Benefit to Increase Value• Better Artists• Higher...
User ExperienceCost Benefit Calculation   Benefit - Cost = Value• Decrease Cost to Increase Value• Cheaper Tickets/Discounts...
User Experience  Cost Benefit Calculation        Patron A                    Patron B                    Patron CValue   { ...
User ExperienceYour Website• Your Online Art Venue• Increase Value Via Your Website• Digital Marketing Channels Lead Here•...
Let’s start with a project               12
Our ProjectWhat we know• Target Market - Demographic Data,  Psychographic Data, Similar/Comparable  Art, etc.• We Always ....
Our ProjectMarketing Objectives       (A) Retain Existing Patrons       (B) Acquire New Patrons• Over a 5 year period, bus...
Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display                 15
Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display                 16
EmailTwo Opportunities 1. Segment 2. Test                    17
EmailRetain Existing Customers• Reach your existing customers• Print is expensive• You know: • To whom you are sending ema...
EmailLet’s Test• Example: • You are the theatre company • Your season has three performances • You want to test if patrons...
EmailLet’s Test• Segment Your Patrons: • First, divide them into three groups: • One group each show: 1, 2, and 3 • Next, ...
EmailLet’s Test• We will need four emails:  C           T               T      TSeason       Show 1        Show 2   Show 3...
EmailLet’s Test     Show 1   Show 2   Show 3      1C       2C       3C      1T       2T       3T                22
EmailLet’s TestTracking Our Results: • To Start: Open Rates, Click Rates, etc. • Next Level: Track Website Engagement,   T...
EmailAcquire New Customers• List Trades• Testing Could Be Difficult• Track Each Email Separately• Advertise to Engaged Aud...
Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display                25
Paid SearchWhat is PPC?   Paid Resultson Google               26
Paid SearchWhat is PPC? PaidResultson Bing               27
Paid SearchWhat is PPC?• Google: Google AdWords  adwords.google.com  Google Grant  www.google.com/grants/• Yahoo & Bing: M...
Paid SearchResources to Get Started•   AdWords Small Business Center - www.google.com/    adwords/smallbusinesscenter/•   ...
Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display                 30
DisplayTypes of Display Advertising• Contextual - Audience, Topic, Keyword• Placements - Individual Websites• Retargeting ...
DisplayTypes of Display Advertising• Contextual - Audience, Topic, Keyword• Placements - Individual Websites• Retargeting ...
DisplayNetworks• Google: http://www.google.com/ads/  displaynetwork/• Yahoo: http://advertising.yahoo.com/• Facebook: http...
DisplayAds & Landing Pages                  34
DisplayCalculate Your CPA      CPA = Cost / ( Imp. * CTR * CR)• Cost - Media Spend• Imp. - Estimated Impressions• CTR - Cl...
The Big Finish             36
Web        Information                Paid                           Usability           SEOAnalytics   Architecture      ...
38
39
All tactics are        A common hub.accountable to  outcomes.             This means true                          collabo...
Thank You.Jordan SiltonAssistant Account ExecutiveSearch Discoverytwitter @jsiltonemail jordan.silton@searchdiscovery.com
Appendix           42
Appendix    Paid Media Resources•   Yahoo Advertising - advertising.yahoo.com•   Microsoft Advertising - advertising.micro...
AppendixOther Cool Tools• Google Website Optimizer -  www.google.com/websiteoptimizer• Google Webmaster Tools -  www.googl...
AppendixSocial Media• Before: Should I be on social media?• Now: Where should I be on social media?• Just to name a few: F...
AppendixSocial Media• Start by listening• Are my patrons on this social network?• What are they saying?• Do they talk abou...
AppendixSocial Media• Measure your impact• There are tons of tools, here are just a few: • HootSuite: hootsuite.com • Twit...
AppendixSEO• Search engine optimization (SEO) is the  process of improving the visibility of a  website or a web page in s...
AppendixSEO Organic Resultson Google            49
AppendixSEOOrganicResultson Bing           50
AppendixSEO Resources• Google Webmaster Tools -  www.google.com/webmasters/tools/• Webmaster Central Blog -  googlewebmast...
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Atlanta Arts Marketing Roundtable 09/21/11

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This is a presentation providing an introduction to digital marketing, specifically paid search, email marketing and display advertising for the Atlanta Arts Marketing Roundtable on September 21, 2011.

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Atlanta Arts Marketing Roundtable 09/21/11

  1. 1. ArtsMarketingRoundtableSeptember 21, 2011
  2. 2. About Search Discovery• Founded 2004• Success through better marketing• Better marketing through analytics Web Information Paid Usability SEOAnalytics Architecture Media 2
  3. 3. User Experience 3
  4. 4. User ExperienceIn Person• How do patrons interact with your art?• How often?• What is their user experience? 4
  5. 5. User ExperienceCost of Experiencing Art • Monetary • Opportunity 5
  6. 6. User ExperienceCost Benefit Calculation Value { Cost Benefit 6
  7. 7. User ExperienceCost Benefit Calculation Benefit - Cost = Value 7
  8. 8. User ExperienceCost Benefit Calculation Benefit - Cost = Value• Increase Benefit to Increase Value• Better Artists• Higher Quality Work• More Engaging Experience 8
  9. 9. User ExperienceCost Benefit Calculation Benefit - Cost = Value• Decrease Cost to Increase Value• Cheaper Tickets/Discounts• Decrease Opportunity Cost 9
  10. 10. User Experience Cost Benefit Calculation Patron A Patron B Patron CValue { Value { Value { Cost Benefit Cost Benefit Cost Benefit 10
  11. 11. User ExperienceYour Website• Your Online Art Venue• Increase Value Via Your Website• Digital Marketing Channels Lead Here• Long Term Strategy 11
  12. 12. Let’s start with a project 12
  13. 13. Our ProjectWhat we know• Target Market - Demographic Data, Psychographic Data, Similar/Comparable Art, etc.• We Always ... - Emails, Season Mailers, Existing Contracts, Free Stuff• Budget - Limited $• Channels - TV, Radio, Print, Email, Paid Search, SEO, Display, Social Media, etc. 13
  14. 14. Our ProjectMarketing Objectives (A) Retain Existing Patrons (B) Acquire New Patrons• Over a 5 year period, businesses my lose as many as half of their customers.• Acquiring a new customer can cost 6-7 times more than retaining an existing customer. 14
  15. 15. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 15
  16. 16. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 16
  17. 17. EmailTwo Opportunities 1. Segment 2. Test 17
  18. 18. EmailRetain Existing Customers• Reach your existing customers• Print is expensive• You know: • To whom you are sending emails • Your patrons’ interests • Past purchase behavior 18
  19. 19. EmailLet’s Test• Example: • You are the theatre company • Your season has three performances • You want to test if patrons respond more favorably to an email about the entire season or only the show you think they are most likely to come see 19
  20. 20. EmailLet’s Test• Segment Your Patrons: • First, divide them into three groups: • One group each show: 1, 2, and 3 • Next, divide each of those groups into a control and a test: • 1-Control, 1-Test • 2-Control, 2-Test • 3-Control, 3-Test 20
  21. 21. EmailLet’s Test• We will need four emails: C T T TSeason Show 1 Show 2 Show 3Control Test Test Test 21
  22. 22. EmailLet’s Test Show 1 Show 2 Show 3 1C 2C 3C 1T 2T 3T 22
  23. 23. EmailLet’s TestTracking Our Results: • To Start: Open Rates, Click Rates, etc. • Next Level: Track Website Engagement, Tag Links and Analyze Web Analytics Data • Analytics Ninja: Track Segments All the Way Through Conversion (Ticket Sales) 23
  24. 24. EmailAcquire New Customers• List Trades• Testing Could Be Difficult• Track Each Email Separately• Advertise to Engaged Audiences 24
  25. 25. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 25
  26. 26. Paid SearchWhat is PPC? Paid Resultson Google 26
  27. 27. Paid SearchWhat is PPC? PaidResultson Bing 27
  28. 28. Paid SearchWhat is PPC?• Google: Google AdWords adwords.google.com Google Grant www.google.com/grants/• Yahoo & Bing: Microsoft adCenter adcenter.microsoft.com 28
  29. 29. Paid SearchResources to Get Started• AdWords Small Business Center - www.google.com/ adwords/smallbusinesscenter/• Learn With Google (Beta) - www.google.com/ads/ learn/marketing-business.html• AdWords Online Classroom - www.youtube.com/ adwordsclassroom• AdWords Help Center - adwords.google.com/support/ aw/?hl=en• Exam Learning Center - adwords.google.com/support/ aw/bin/static.py? hl=en&page=examstudy.cs&ctx=go&hl=en 29
  30. 30. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 30
  31. 31. DisplayTypes of Display Advertising• Contextual - Audience, Topic, Keyword• Placements - Individual Websites• Retargeting - Retain Existing Customers 31
  32. 32. DisplayTypes of Display Advertising• Contextual - Audience, Topic, Keyword• Placements - Individual Websites• Retargeting - Retain Existing Customers 32
  33. 33. DisplayNetworks• Google: http://www.google.com/ads/ displaynetwork/• Yahoo: http://advertising.yahoo.com/• Facebook: http://www.facebook.com/ advertising/ 33
  34. 34. DisplayAds & Landing Pages 34
  35. 35. DisplayCalculate Your CPA CPA = Cost / ( Imp. * CTR * CR)• Cost - Media Spend• Imp. - Estimated Impressions• CTR - Click Through Rate• CR - Conversion Rate• CPA - Cost Per Conversion 35
  36. 36. The Big Finish 36
  37. 37. Web Information Paid Usability SEOAnalytics Architecture Media 37
  38. 38. 38
  39. 39. 39
  40. 40. All tactics are A common hub.accountable to outcomes. This means true collaboration Data drives and compromise constant managementimprovements. across tactics. 40
  41. 41. Thank You.Jordan SiltonAssistant Account ExecutiveSearch Discoverytwitter @jsiltonemail jordan.silton@searchdiscovery.com
  42. 42. Appendix 42
  43. 43. Appendix Paid Media Resources• Yahoo Advertising - advertising.yahoo.com• Microsoft Advertising - advertising.microsoft.com• Facebook Ads - www.facebook.com/advertising• Google Search Ads - www.google.com/intl/en/ads/searchads/• Google Display Ads - www.google.com/ads/displaynetwork/• Google Video and YouTube Ads - www.google.com/ads/video/• Google TV Ads - www.google.com/ads/tv/• Google Ad Innovations - www.google.com/ads/innovations/ 43
  44. 44. AppendixOther Cool Tools• Google Website Optimizer - www.google.com/websiteoptimizer• Google Webmaster Tools - www.google.com/webmasters/tools/• CrazyEgg - www.crazyegg.com• 4Q Survey - www.4qsurvey.com• KISSinsights - www.kissinsights.com 44
  45. 45. AppendixSocial Media• Before: Should I be on social media?• Now: Where should I be on social media?• Just to name a few: Facebook, Twitter, Google+, Fourquare, LinkedIn, Ning, MySpace, etc. 45
  46. 46. AppendixSocial Media• Start by listening• Are my patrons on this social network?• What are they saying?• Do they talk about my organization?• Would my organization’s voice be active and engaging here? 46
  47. 47. AppendixSocial Media• Measure your impact• There are tons of tools, here are just a few: • HootSuite: hootsuite.com • Twitter Analytics: dev.twitter.com/blog/ introducing-twitter-web-analytics • Facebook Insights: www.facebook.com/insights/ • Social Mention: www.socialmention.com 47
  48. 48. AppendixSEO• Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "organic" or "natural" search results.• Organic search results are non-paid listings on search engine results pages.• Organic listings appear because of their relevance to the search terms. 48
  49. 49. AppendixSEO Organic Resultson Google 49
  50. 50. AppendixSEOOrganicResultson Bing 50
  51. 51. AppendixSEO Resources• Google Webmaster Tools - www.google.com/webmasters/tools/• Webmaster Central Blog - googlewebmastercentral.blogspot.com• SEOmoz - www.seomoz.org/learn-seo• Google’s SEO Starter Guide - googlewebmastercentral.blogspot.com/2010/09/seo- starter-guide-updated.html 51
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