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Atlanta Arts Marketing Roundtable 09/21/11
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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, …

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.

Published in: Business, Technology

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Transcript

  • 1. ArtsMarketingRoundtableSeptember 21, 2011
  • 2. About Search Discovery• Founded 2004• Success through better marketing• Better marketing through analytics Web Information Paid Usability SEOAnalytics Architecture Media 2
  • 3. User Experience 3
  • 4. User ExperienceIn Person• How do patrons interact with your art?• How often?• What is their user experience? 4
  • 5. User ExperienceCost of Experiencing Art • Monetary • Opportunity 5
  • 6. User ExperienceCost Benefit Calculation Value { Cost Benefit 6
  • 7. User ExperienceCost Benefit Calculation Benefit - Cost = Value 7
  • 8. User ExperienceCost Benefit Calculation Benefit - Cost = Value• Increase Benefit to Increase Value• Better Artists• Higher Quality Work• More Engaging Experience 8
  • 9. User ExperienceCost Benefit Calculation Benefit - Cost = Value• Decrease Cost to Increase Value• Cheaper Tickets/Discounts• Decrease Opportunity Cost 9
  • 10. User Experience Cost Benefit Calculation Patron A Patron B Patron CValue { Value { Value { Cost Benefit Cost Benefit Cost Benefit 10
  • 11. User ExperienceYour Website• Your Online Art Venue• Increase Value Via Your Website• Digital Marketing Channels Lead Here• Long Term Strategy 11
  • 12. Let’s start with a project 12
  • 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. 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. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 15
  • 16. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 16
  • 17. EmailTwo Opportunities 1. Segment 2. Test 17
  • 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. 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. 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. EmailLet’s Test• We will need four emails: C T T TSeason Show 1 Show 2 Show 3Control Test Test Test 21
  • 22. EmailLet’s Test Show 1 Show 2 Show 3 1C 2C 3C 1T 2T 3T 22
  • 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. EmailAcquire New Customers• List Trades• Testing Could Be Difficult• Track Each Email Separately• Advertise to Engaged Audiences 24
  • 25. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 25
  • 26. Paid SearchWhat is PPC? Paid Resultson Google 26
  • 27. Paid SearchWhat is PPC? PaidResultson Bing 27
  • 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. 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. Digital Marketing Channels★ Email★ Paid Search (PPC)★ Display 30
  • 31. DisplayTypes of Display Advertising• Contextual - Audience, Topic, Keyword• Placements - Individual Websites• Retargeting - Retain Existing Customers 31
  • 32. DisplayTypes of Display Advertising• Contextual - Audience, Topic, Keyword• Placements - Individual Websites• Retargeting - Retain Existing Customers 32
  • 33. DisplayNetworks• Google: http://www.google.com/ads/ displaynetwork/• Yahoo: http://advertising.yahoo.com/• Facebook: http://www.facebook.com/ advertising/ 33
  • 34. DisplayAds & Landing Pages 34
  • 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. The Big Finish 36
  • 37. Web Information Paid Usability SEOAnalytics Architecture Media 37
  • 38. 38
  • 39. 39
  • 40. All tactics are A common hub.accountable to outcomes. This means true collaboration Data drives and compromise constant managementimprovements. across tactics. 40
  • 41. Thank You.Jordan SiltonAssistant Account ExecutiveSearch Discoverytwitter @jsiltonemail jordan.silton@searchdiscovery.com
  • 42. Appendix 42
  • 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. 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. 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. 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. 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. 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. AppendixSEO Organic Resultson Google 49
  • 50. AppendixSEOOrganicResultson Bing 50
  • 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