Thanks for having me along today – not looking particularly at Tate’s social networking but at Tate Members’ CRM programme and a particular data segmentation exercise we undertook recently
Four galleries >7m visitors a year, around 2 million ticketed One website >18m unique hits Big numbers mean little if there is no traction
Membership is not primarily an audience development tool. We pick up from first engagement. Members do however bring in other non-Members. People have already said yes Membership and ticketing together – one pathway to engagement Membership scheme covers all 4 sites Comms programme develops the journey Feeder to higher level development programme
Principal benefit is free admission. Members’ Rooms. Regular print and e-comms.
Heart of our audiences – most engaged, most communicated with.
Need to have a degree of engagement. This is benefit led, not philanthropic at this stage. Subscription scheme External advertising and DMail does not sell membership. Phone, in-gallery, website It’s a sieve – task to make holes as small as we can, and to make the sieve bigger.
Previously there was no clear ID. One of the main benefits is to get in-gallery real estate . Fallon already Tate’s primary creative agency (brand via Wolff Olins) Challenge: Bring art into the product Commissioned artist from shortlist Make it tangible
Male Scot in his 40s Triangular relationship Memory box and other tools from Fallon – David populated them Goal – make membership more tangible, better gift, POS, box of memories, fun and lighter – and visual . Some controversy Internal market for gallery space – gave us more presence.
Another Male Scot in his 40s – Turner Prize nominated Popular culture – rock groups, famous for his floors
Neither Scottish nor male. But in her 40s, Turner Prize nominated. Join the scheme to find out!
In response to falling renewal rates, down from around 90% - nirvana. WE NEED TO DO SOMETHING. Triple whammy of economic downturn, previous strong growth, weaker exhibition programme Appointed TMW in London to do some major data crunching (next slide)
These were then further grouped into four groups as a first step to developing a new approach to comms.
3, 4 5 = benefit: – get them back into the gallery 5, 6, 7 = philanthropy – BLAKE campaign – story telling. Most successful DM campaign. Left segment 8 alone. Left 1&2 alone for first year.
“Lapse” is not in the member’s mind for quite some time – don’t give up on them too soon
84% in 2009 88% in 2010 December = xmas gifts
Triggered emails to invite post-exhibition reviews on facebook twitter tate blog. – engagement – two way activity – not just broadcast – greater media mix
Tate Members and customer relationship management