Austin Lyric OperaA new website and digital strategy                                     By Marc van Bree                 ...
Developed a new website and digitalstrategy that increased online singleticket sales from 28% to 55% of totalsingle ticket...
Website developmentBuilding a new website for Austin Lyric OperaSelected vendor:         Venture Industries OnlineTotal sp...
Four core concepts Driving conversions    All roads should lead to a conversion. The ticket buying process needs to     ...
Selected vendorVenture Industries OnlineKey selling points• A proprietary system on top of todays bestcontent management s...
Website development process
In-House Resources(Client)• Planning: entirely redesigned site  architecture and navigation• Content: content migration, c...
Custom Work(Venture)• Adapt client’s graphic design into  custom PHP templates.• Designed custom admin interface.• Designe...
Simple, clear Focus on          navigationconversions                                                Revolving sales      ...
Event/Productlanding pagesFlexible content anddriving sales                        Embed                       multimedia ...
Custom landing pages    Purpose-builtEasily manageable and     page forcustomizable               custom                  ...
Third partyticketingintegrationMirror design andfunctionality          Straightforward,             simple and           s...
Tracking conversionsInside an email marketing campaign with Google AnalyticsTicketing solution:     PaciolanEmail marketin...
Email DetailsDateMarch 22, 2012SubjectSave 20% off Turandot in the next 72hours!List segment“No Turandot ticket yet”Unique...
Traditional results(sales report from Paciolan)                                             Distribution of Sales“72HOUR” ...
Tag your links in your emails with campaign parameters …Visit the Google Analytics URL Builder tool
and Google Analytics will tell you a bigger story …Notice how total online revenue is higher than expected                ...
The campaign directly delivered 39 regularly priced tickets          at an additional $1,770.50* in revenue …* Unlike prev...
and there is a second direct source and medium in the campaign …  Direct sales from   Facebook post       and ad
A supporting role for Facebook …A quick Page post
… amplified by Facebook Ads     Ad from Page post (two-day run)      Increasing                                           ...
But wait, there’s more!     Multi-Channel Funnels and Assisted Conversions     Sometimes the conversion is not directly so...
Indeed, there are three “Assist Interactions”at an additional $215.00 in revenue                                          ...
Total revenue$8,771.20 +                 (Reported in Paciolan: Internet, phone, and box office sales)----------$1,770.50 ...
Online advertisingA look across various channelsPlatforms:               Google AdWords (Google Grants),                  ...
PlatformGoogle AdWordsGoogle Grants for NonprofitsGoogle AdWords campaigns at no cost through Google GrantsMaximum cost-pe...
A testing playground …Which ads perform better?   “Turandot at                            Long Center”                    ...
… but look againImpressions, clicks and CTRs aren’t everything. Google Analytics will tell you.                           ...
Platform  Microsoft AdChoices  Retargeting  … online advertising that is  targeted to consumers based  on their previous I...
PlatformFacebook Ads                CPM: $2.11               CTR: 0.06%                             Better social         ...
Platform                                       Local media                                       Individual print and onli...
CPMCost per Thousand ImpressionsGoogle AdWords                              $9.03Microsoft AdChoices                      ...
Social mediaCross-functionality of social media toolsPlatforms:                  Facebook, Twitter and YouTube
Integrate marketing channels in customtabs: brochure, email                        Platform    and YouTube         Faceboo...
Messaging for Messaging for  engagement;  engagementsolicit responses
Social media as customer service:respond personally                      … and follow up   and rapidly …                  ...
Platform                         YouTube                                     YouTube on                                   ...
Platform  TwitterConsistent branding   Messaging for   engagement  Social media as customer service:respond personally    ...
Mobile siteALO on the GoSelected vendor:   Venture Industries Online                   (additional WordPress installation)...
Four Core Concepts• Easily accessible program notesand pertinent event informationreadily available• Smartphone and touch ...
ALO on the GoNo auto detect for mobilebrowsers. Traffic is directedspecifically to mobile sitewhere deemed appropriate.If ...
Currently, mobile                  devices deliver                  nearly 20% of total                  traffic …… yet th...
Mobile ticketingThird party ticketingintegration includes amobile specific box officesite.Auto detect for mobilebrowsers i...
Questions?Connect with me             twitter.com/mcmvanbree             facebook.com/dutchperspective             marc@mc...
Austin Lyric OperaA new website and digital strategy                                     By Marc van Bree                 ...
Upcoming SlideShare
Loading in …5
×

ALO: A new website and digital strategy (complete)

2,767 views
2,661 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,767
On SlideShare
0
From Embeds
0
Number of Embeds
1,641
Actions
Shares
0
Downloads
25
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

ALO: A new website and digital strategy (complete)

  1. 1. Austin Lyric OperaA new website and digital strategy By Marc van Bree April 24, 2012
  2. 2. Developed a new website and digitalstrategy that increased online singleticket sales from 28% to 55% of totalsingle ticket sales while delivering agreater ability to analyze patronbehaviors, track conversions andaccount for advertising spending.
  3. 3. Website developmentBuilding a new website for Austin Lyric OperaSelected vendor: Venture Industries OnlineTotal spent: $6,500Time frame: 3 months
  4. 4. Four core concepts Driving conversions  All roads should lead to a conversion. The ticket buying process needs to be straightforward, simple and seamless; from campaign source to order confirmation. Data collection  How do patrons get to our website? What do they do when they arrive? We need to track the entirety of the sales funnel. Highly customizable  A responsive website that can handle breaking news, custom landing pages and continuously revolving sales and institutional messages. Easily manageable  Staff with little technology skills should be able to make basic website updates and embed multimedia elements.
  5. 5. Selected vendorVenture Industries OnlineKey selling points• A proprietary system on top of todays bestcontent management solution: WordPress• Venture’s principal has thorough understandingof the performing arts and online user experiences• Making use of in-house resources, proposal is lessthan half the cost of agenciesBudget: $10,000Actual: $6,500 *Project start to launch: 3 months* $1,500 custom development; $4,000 annual license fee(includes hosting, support, updates etc.)
  6. 6. Website development process
  7. 7. In-House Resources(Client)• Planning: entirely redesigned site architecture and navigation• Content: content migration, creation and population; and integration with third party box office• Design: custom graphic design template along with home page and interior page layouts.• Development: basic custom CSS changes.
  8. 8. Custom Work(Venture)• Adapt client’s graphic design into custom PHP templates.• Designed custom admin interface.• Designed custom search bar that appears in the top, right hand corner of every page.• Removed slider overlay for unobstructed full width image while maintaining use of standard action button.
  9. 9. Simple, clear Focus on navigationconversions Revolving sales messages EmbedCustomization multimediaand flexibility Focus on conversions
  10. 10. Event/Productlanding pagesFlexible content anddriving sales Embed multimedia Driving action in sidebar widgets
  11. 11. Custom landing pages Purpose-builtEasily manageable and page forcustomizable custom messaging Landing page for email marketing effectiveness
  12. 12. Third partyticketingintegrationMirror design andfunctionality Straightforward, simple and seamless ticket buying process
  13. 13. Tracking conversionsInside an email marketing campaign with Google AnalyticsTicketing solution: PaciolanEmail marketing: Pacmail (Lyris HQ)Analytics: Paciolan, Google Analytics
  14. 14. Email DetailsDateMarch 22, 2012SubjectSave 20% off Turandot in the next 72hours!List segment“No Turandot ticket yet”Unique open rate16.4% (1,931 opens)Unique click through2.3% (272 clicks)
  15. 15. Traditional results(sales report from Paciolan) Distribution of Sales“72HOUR” tickets sold Box Office104 seats 12%RevenuePhone: $1,931.20 (23)Box Office: $1,017.60 (12) PhoneInternet: $5,822.40 (69) 22% InternetTotal: $8,771.20 (104) 66%
  16. 16. Tag your links in your emails with campaign parameters …Visit the Google Analytics URL Builder tool
  17. 17. and Google Analytics will tell you a bigger story …Notice how total online revenue is higher than expected Paciolan reported $5,822.40
  18. 18. The campaign directly delivered 39 regularly priced tickets at an additional $1,770.50* in revenue …* Unlike previous screen, product revenue does not include taxes and fees ($32.00 total).
  19. 19. and there is a second direct source and medium in the campaign … Direct sales from Facebook post and ad
  20. 20. A supporting role for Facebook …A quick Page post
  21. 21. … amplified by Facebook Ads Ad from Page post (two-day run) Increasing CPM = $0.48 reach ROAS = $9.78CPM = Cost per thousand impressions | ROAS = Return on Advertising Spending | CTR = Click Through Rate
  22. 22. But wait, there’s more! Multi-Channel Funnels and Assisted Conversions Sometimes the conversion is not directly sourced from a campaign. This is how Google Analytics tracks a conversion path … Our “72HOURS” campaigncan be an “Assist Interaction”
  23. 23. Indeed, there are three “Assist Interactions”at an additional $215.00 in revenue Why not include “Direct” traffic as “Assist Interactions”? In the Multi-Channel Funnels reports, if a person converts on your site during a "direct" visit (i.e. used a bookmark or typed your site URL into his or her browser), the conversion is attributed to the "direct" channel. This differs from other Google Analytics reports in which the conversion is attributed to the previous non-direct campaign or source, if there is one.
  24. 24. Total revenue$8,771.20 + (Reported in Paciolan: Internet, phone, and box office sales)----------$1,770.50 + (Reported in Google Analytics: additional regular Internet sales)-- - - - - - - - -$215.00 + (Reported in Google Analytics: “assist interactions”)----------$10,756.70 (Total revenue reported across systems *)* While close, the Google Analytics data is not completely consistent with Paciolan. Fine tuning andcalibrating is always part of the analytics and measurement process; next steps include eliminating thosepoints that skew data (for example bit.ly links etc.).
  25. 25. Online advertisingA look across various channelsPlatforms: Google AdWords (Google Grants), Microsoft AdChoices (Retargeting), Facebook Ads, local media
  26. 26. PlatformGoogle AdWordsGoogle Grants for NonprofitsGoogle AdWords campaigns at no cost through Google GrantsMaximum cost-per-click (CPC) is $1.00; Monthly "ad spend" will be capped at $10,000
  27. 27. A testing playground …Which ads perform better? “Turandot at Long Center” delivers most traffic Turandot at Long Center Impr.: 1,527 Clicks: 86 CTR: 5.63% Puccini’s Turandot Impr.: 1,227 Clicks: 67 CTR: 5.46% Turandot in Austin, Texas Impr.: 353 Clicks: 7 CTR: 1.98%
  28. 28. … but look againImpressions, clicks and CTRs aren’t everything. Google Analytics will tell you. “Puccini’s Turandot” delivers more revenue
  29. 29. Platform Microsoft AdChoices Retargeting … online advertising that is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion … Spent $109.19 Impr. 21,837 CPM $5.20 CTR 0.33%Impr. = Total impressions | CPM = Cost per thousand impressions | CTR = Click Through Rate
  30. 30. PlatformFacebook Ads CPM: $2.11 CTR: 0.06% Better social reach, better CTR
  31. 31. Platform Local media Individual print and online package agreements with local mediaImpr. 198,000 totalCPM ranging from $4.50 to $11.50CTR ranging from 0.12% to 0.23%
  32. 32. CPMCost per Thousand ImpressionsGoogle AdWords $9.03Microsoft AdChoices $5.20Facebook Ads $2.11Local media $4.50 – $11.50ROAS *Return on Advertising SpendingGoogle AdWords $68.16Microsoft AdChoices $1.12Facebook Ads $0.55Local media $0.03 - $0.10* ROAS is calculated by conversion values, including assisted conversions, as reported in GoogleAnalytics. There are several problems with that calculation and its accuracy, not in the least the lack ofbox office or phone sales data, but the numbers can still serve as an indicator for relative effectiveness ofeach ad channel, taken with a grain of salt.
  33. 33. Social mediaCross-functionality of social media toolsPlatforms: Facebook, Twitter and YouTube
  34. 34. Integrate marketing channels in customtabs: brochure, email Platform and YouTube FacebookWhat patrons want in social media:behind the scenes and personality
  35. 35. Messaging for Messaging for engagement; engagementsolicit responses
  36. 36. Social media as customer service:respond personally … and follow up and rapidly … and follow through
  37. 37. Platform YouTube YouTube on ALO website YouTube in email campaign IntegrateConsistent marketingbranding channels
  38. 38. Platform TwitterConsistent branding Messaging for engagement Social media as customer service:respond personally and rapidly
  39. 39. Mobile siteALO on the GoSelected vendor: Venture Industries Online (additional WordPress installation)Total budget: $0 (no additional costs)Time frame: 3 months
  40. 40. Four Core Concepts• Easily accessible program notesand pertinent event informationreadily available• Smartphone and touch screenoptimized design• Complement, not replace,main website• Drive mobile sales and boxoffice sales by phone
  41. 41. ALO on the GoNo auto detect for mobilebrowsers. Traffic is directedspecifically to mobile sitewhere deemed appropriate.If mobile site proves moreeffective in delivering mobilesales, auto detect can beenabled. Promote accessibility in email marketing
  42. 42. Currently, mobile devices deliver nearly 20% of total traffic …… yet they onlydeliver lessthan 10% of therevenue …
  43. 43. Mobile ticketingThird party ticketingintegration includes amobile specific box officesite.Auto detect for mobilebrowsers is enabled.Question: will this mobilespecific site improveconversion rates?As the site just launched, itis too early to tell at thispoint.
  44. 44. Questions?Connect with me twitter.com/mcmvanbree facebook.com/dutchperspective marc@mcmvanbree.com mcmvanbree.com
  45. 45. Austin Lyric OperaA new website and digital strategy By Marc van Bree April 24, 2012

×