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Digital First - Stuart Buchanan, Marketing Week 2013
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Digital First - Stuart Buchanan, Marketing Week 2013

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Many organizations still start their marketing campaigns and creative collateral by focusing on print; and subsequently have a hard time trying to translate that campaign into digital. Conversely, a …

Many organizations still start their marketing campaigns and creative collateral by focusing on print; and subsequently have a hard time trying to translate that campaign into digital. Conversely, a campaign that has an upfront digital focus is not only easier to convert to print, but will have more scope, more flexibility and ultimately more reach.

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  • 1. DIGITAL FIRST STUART BUCHANAN AUGUST 2013
  • 2. DIGITAL FIRST AUGUST 2013 wearethenest.com
  • 3. DIGITAL FIRST AUGUST 2013 wearethenest.com WHAT ARE WE HERE FOR?
  • 4. DIGITAL FIRST AUGUST 2013 wearethenest.com “I filled out a municipal grant application not too long ago for a choir that sang classical works from Europe ... The application kept asking how I planned to allocate marketing resources toward under-served communities. I kept saying that I wouldn’t be doing that because the role of marketing is to maximise revenue and maximise participation ... To do otherwise in a small nonprofit with severely limited marketing resources would be fiscally irresponsible – and you wouldn’t want us to be fiscally irresponsible with taxpayer money now, would you?” Trevor O’Donnell, Marketing The Arts To Death trevorodonnell.com
  • 5. DIGITAL FIRST AUGUST 2013 wearethenest.com WHAT ARE WE HERE FOR?
  • 6. DIGITAL FIRST AUGUST 2013 wearethenest.com increase participation WHAT ARE WE HERE FOR?
  • 7. DIGITAL FIRST AUGUST 2013 wearethenest.com increase participation increase revenue WHAT ARE WE HERE FOR?
  • 8. DIGITAL FIRST AUGUST 2013 wearethenest.com increase participation increase revenue WHAT ARE WE HERE FOR? HOW DO WE DO THAT?
  • 9. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 10. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 11. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 12. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 13. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 14. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 15. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 16. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls RESULT:
  • 17. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly FOSTER appreciation, extending the work beyond the stage and the walls RESULT: increased participation increased revenue SUPPORT with information, advice and problem solving
  • 18. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly FOSTER appreciation, extending the work beyond the stage and the walls RESULT: increased participation increased revenue increased diversity & engagement increased appreciation increased loyalty increased satisfaction SUPPORT with information, advice and problem solving
  • 19. DIGITAL FIRST AUGUST 2013 wearethenest.com HOW DO WE GET THERE?
  • 20. DIGITAL FIRST AUGUST 2013 wearethenest.com HOW DO WE GET THERE? image: Veronica Aguilar, flickr.com
  • 21. DIGITAL FIRST AUGUST 2013 wearethenest.com HOW DO WE GET THERE? image: Marie-Chantale Turgeon, flickr.comimage: Veronica Aguilar, flickr.com
  • 22. DIGITAL FIRST AUGUST 2013 wearethenest.com WHY START WITH PRINT?
  • 23. DIGITAL FIRST AUGUST 2013 wearethenest.com WHEN WE SHOULD BE DOING IT THE OTHER WAY?
  • 24. DIGITAL FIRST AUGUST 2013 wearethenest.com WE SHOULD BE STARTING WITH DIGITAL FIRST.
  • 25. DIGITAL FIRST AUGUST 2013 wearethenest.com “there are two rooms, the print room and the digital room — and newspapers know that they have to get from one to the other. But they can’t just turn the lights off in one room and move to the other, and so they are currently trapped in the long dark hallway between the two, groping around trying to find a handhold. And it isn’t clear when they bump into someone (like Twitter or Facebook) whether they are friend or foe.” David Carr, media writer, New York Times gigaom.com
  • 26. DIGITAL FIRST AUGUST 2013 wearethenest.com HOW TRADITIONAL MEDIA WORKS. SPEAK TO MANY to REACH THE FEWYOU
  • 27. DIGITAL FIRST AUGUST 2013 wearethenest.com to REACH MANYSPEAK TO THE FEWYOU x 245 facebook.com HOW DIGITAL WORKS.
  • 28. DIGITAL FIRST AUGUST 2013 wearethenest.com HOW DIGITAL WORKS. LIKE COMMENT SHARE facebook.com
  • 29. DIGITAL FIRST AUGUST 2013 wearethenest.com BUT WHY LET A GOOD STORY GET IN THE WAY OF THE FACTS.
  • 30. DIGITAL FIRST AUGUST 2013 wearethenest.com Source: Neilsen, September 2012 SOCIAL PROOF MORE TRUSTED THAN ANY OTHER FORM OF PERSUASION.
  • 31. DIGITAL FIRST AUGUST 2013 wearethenest.com Source: KPCB, 2012 MORE ADVERTISING DOLLARS ARE SPENT ON DIGITAL THAN PRINT.
  • 32. DIGITAL FIRST AUGUST 2013 wearethenest.com MORE TIME SPENT ON DIGITAL THAN PRINT. Source: Neilsen, March 2012
  • 33. DIGITAL FIRST AUGUST 2013 wearethenest.com Source: KPCB, 2012 NEWSPAPER READERSHIP IS IN INCREASING DECLINE.
  • 34. DIGITAL FIRST AUGUST 2013 wearethenest.com MAJORITY OF ARTS AUDIENCE USING DIGITAL BEFORE EVENTS. Source: Australia Council For The Arts, June 2011
  • 35. DIGITAL FIRST AUGUST 2013 wearethenest.com INCREASING % OF ARTS AUDIENCE USING DIGITAL DURING EVENTS. Source: Australia Council For The Arts, June 2011
  • 36. DIGITAL FIRST AUGUST 2013 wearethenest.com MAJORITY OF ARTS AUDIENCE USING DIGITAL AFTER EVENTS. Source: Australia Council For The Arts, June 2011
  • 37. DIGITAL FIRST AUGUST 2013 wearethenest.com PERCENTAGE OF ARTS PATRONS ACCESSING SOCIAL MEDIA VIA MOBILE DEVCES Source: Group Of Minds, December 2012 MAJORITY OF ARTS AUDIENCE IS MIGRATING TO MOBILE.
  • 38. DIGITAL FIRST AUGUST 2013 wearethenest.com YET ARTS ORGS REMAIN UNCOMMITTED TO EXPENDITURE. Source: Pew Internet Research Centre, July 2012
  • 39. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START?
  • 40. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community?
  • 41. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community? your artistic strategy?
  • 42. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community? your artistic strategy? your communications strategy?
  • 43. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community? your artistic strategy? your communications strategy? your artistic director, programmer, writer?
  • 44. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community? your artistic strategy? your communications strategy? your artistic director, programmer, writer? an incoming company, artist or producer?
  • 45. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community? your artistic strategy? your communications strategy? your artistic director, programmer, writer? an incoming company, artist or producer? your budget?
  • 46. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHERE DO YOU START? your community? your artistic strategy? your communications strategy? your artistic director, programmer, writer? an incoming company, artist or producer? your budget? a template?
  • 47. DIGITAL FIRST AUGUST 2013 wearethenest.com YOU NEED TO START WITH A BIG IDEA.
  • 48. DIGITAL FIRST AUGUST 2013 wearethenest.com YOU NEED TO START WITH A BIG IDEA. THEN LET IT UNFOLD.
  • 49. DIGITAL FIRST AUGUST 2013 wearethenest.com WHERE DOES THE IDEA UNFOLD?
  • 50. DIGITAL FIRST AUGUST 2013 wearethenest.com WHERE DOES THE IDEA UNFOLD?
  • 51. DIGITAL FIRST AUGUST 2013 wearethenest.com OR? WHERE DOES THE IDEA UNFOLD?
  • 52. DIGITAL FIRST AUGUST 2013 wearethenest.com THIS IS OUR PLAYGROUND. WHERE DOES THE IDEA UNFOLD?
  • 53. DIGITAL FIRST AUGUST 2013 wearethenest.com THIS IS OUR PLAYGROUND. WEB SITE TWITTER time-specific announcements & conversations FACEBOOK community, content sharing & discussions YOUTUBE interviews, previews & documentation INSTAGRAM quick snapshots & behind the scenes access BLOG articles, interviews, context & commentary PINTEREST curated galleries of images from around the web
  • 54. DIGITAL FIRST AUGUST 2013 wearethenest.com LET’S REMEMBER WHY WE’RE HERE.
  • 55. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign ALIGN with our mission, and our artistic & communications strategies DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies MANAGE finances and resources, efficiently and responsibly SUPPORT with information, advice and problem solving FOSTER appreciation, extending the work beyond the stage and the walls
  • 56. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign WEB & MOBILE FIRST KALDOR PUBLIC ART PROJECTS - 13 ROOMS
  • 57. DIGITAL FIRST AUGUST 2013 wearethenest.com ENCAPSULATE the essence of the work in a campaign TABLET FIRST CUTTINGS
  • 58. DIGITAL FIRST AUGUST 2013 wearethenest.com ALIGN with our mission, and our artistic & communications strategies SOCIAL GIVING FIRST UNDERBELLY ARTS
  • 59. DIGITAL FIRST AUGUST 2013 wearethenest.com DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies SOCIAL PROOF FIRST THE ROCKS VILLAGE BIZARRE
  • 60. DIGITAL FIRST AUGUST 2013 wearethenest.com DIVERSIFY the audience - drawing attention & raising awareness within multiple constituencies ACCESS FIRST ART GALLERY OF NSW
  • 61. DIGITAL FIRST AUGUST 2013 wearethenest.com FOSTER appreciation, extending the work beyond the stage and the walls AUDIENCE INTERACTION FIRST IN-FINITE PROJECT for IJAD DANCE COMPANY
  • 62. DIGITAL FIRST AUGUST 2013 wearethenest.com FOSTER appreciation, extending the work beyond the stage and the walls SOCIAL CURATION FIRST ‘GO’ AT BROOKLYN MUSEUM
  • 63. DIGITAL FIRST AUGUST 2013 wearethenest.com FOSTER appreciation, extending the work beyond the stage and the walls TRANSMEDIA FIRST MAXIM GORKY THEATRE
  • 64. DIGITAL FIRST AUGUST 2013 wearethenest.com SUPPORT with information, advice and problem solving SOCIAL CARE FIRST SYDNEY FESTIVAL
  • 65. DIGITAL FIRST AUGUST 2013 wearethenest.com SUPPORT with information, advice and problem solving INTERPRETATION FIRST MONA & THE ‘O’ image: artprocessors.net
  • 66. DIGITAL FIRST AUGUST 2013 wearethenest.com MANAGE finances and resources, efficiently and responsibly ASSET MANAGEMENT FIRST SOUNDS AUSTRALIA
  • 67. DIGITAL FIRST AUGUST 2013 wearethenest.com BUT IT DOESN’T STOP THERE.
  • 68. DIGITAL FIRST AUGUST 2013 wearethenest.com BUT IT DOESN’T STOP THERE. THIS IS MORE THAN MARKETING.
  • 69. DIGITAL FIRST AUGUST 2013 wearethenest.com CAN DIGITAL HELP EVERYONE DO WHAT THEY DO, BUT DO IT BETTER?
  • 70. DIGITAL FIRST AUGUST 2013 wearethenest.com RESULT: increased participation increased revenue
  • 71. DIGITAL FIRST AUGUST 2013 wearethenest.com RESULT: increased participation increased revenue increased loyalty fundraising & development
  • 72. DIGITAL FIRST AUGUST 2013 wearethenest.com RESULT: increased participation increased revenue increased diversity & engagement audience development, outreach & education increased loyalty fundraising & development
  • 73. DIGITAL FIRST AUGUST 2013 wearethenest.com RESULT: increased participation increased revenue increased diversity & engagement audience development, outreach & education increased appreciation artistic & programming increased loyalty fundraising & development
  • 74. DIGITAL FIRST AUGUST 2013 wearethenest.com RESULT: increased participation increased revenue increased diversity & engagement audience development, outreach & education increased appreciation artistic & programming increased loyalty fundraising & development increased satisfaction box office & customer service
  • 75. DIGITAL FIRST AUGUST 2013 wearethenest.com IS ENGAGEMENT BECOMING A PRE-REQUISITE OF FUNDING?
  • 76. DIGITAL FIRST AUGUST 2013 wearethenest.com ‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA.
  • 77. DIGITAL FIRST AUGUST 2013 wearethenest.com ‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA. “to encourage excellence in the Australian arts sector”
  • 78. DIGITAL FIRST AUGUST 2013 wearethenest.com THE FIVE ELEMENTS OF ‘ARTISTIC VIBRANCY’. artistic quality and excellence of craft audience engagement and stimulation curation and development of the artform development of artists relevance to the community
  • 79. DIGITAL FIRST AUGUST 2013 wearethenest.com THE FIVE ELEMENTS OF ‘ARTISTIC VIBRANCY’. artistic quality and excellence of craft audience engagement and stimulation curation and development of the artform development of artists relevance to the community
  • 80. DIGITAL FIRST AUGUST 2013 wearethenest.com AUDIENCE ENGAGEMENT & STIMULATION. “to measure your organisation’s impact on its audience, you will need to gather the views of attendees in person, via broadcast and online. Management and artistic leaders will also need to reflect on their aims and expectations of audience engagement.” Resources > Artistic Vibrancy australiacouncil.gov.au
  • 81. DIGITAL FIRST AUGUST 2013 wearethenest.com COMMUNITY RELEVANCE. “reflecting on community relevance involves reviewing your understanding of your community, your connection with the community and your work’s relevance to this community.” Resources > Artistic Vibrancy australiacouncil.gov.au
  • 82. DIGITAL FIRST AUGUST 2013 wearethenest.com SO HOW DO WE ENGAGE, STIMULATE AND PROMOTE RELEVANCE TO OUR COMMUNITY?
  • 83. DIGITAL FIRST AUGUST 2013 wearethenest.com SO HOW DO WE ENGAGE, STIMULATE AND PROMOTE RELEVANCE TO OUR COMMUNITY? OR?
  • 84. DIGITAL FIRST AUGUST 2013 wearethenest.com SO WHAT’S NEXT?
  • 85. DIGITAL FIRST AUGUST 2013 wearethenest.com In the US, tablet users will number 133.5 million by 2015, representing 51.9% of internet users and 41% of the total population finchannel.com SO WHAT’S NEXT?
  • 86. DIGITAL FIRST AUGUST 2013 wearethenest.com “the short-lived and soon-to-be-antiquated QR codes will be replaced with mobile visual search, which provides consumers with faster, more convenient and compelling, interactive marketing experiences” marketwatch.com image: jcdecauxna.com SO WHAT’S NEXT?
  • 87. DIGITAL FIRST AUGUST 2013 wearethenest.com juniper predicts that ‘near-field communication’ mobile tickets will represent more than 50% of all mobile ticketing revenue by 2016 intomobile.com SO WHAT’S NEXT?
  • 88. DIGITAL FIRST AUGUST 2013 wearethenest.com WHY WAIT?
  • 89. DIGITAL FIRST AUGUST 2013 wearethenest.com WHY WAIT? LET’S START NOW.
  • 90. DIGITAL FIRST AUGUST 2013 wearethenest.com WHY WAIT? LET’S START NOW. LET’S PUT DIGITAL FIRST.
  • 91. DIGITAL FIRST AUGUST 2013 wearethenest.com THANK YOU. download the presentation www.bit.ly/mweeknest more stories at wearethenest.com creative projects for web, mobile & social

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