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Digital Marketing & Discoverability
for the Performing Arts
Toronto, Halifax & Vancouver, Fall 2019
Created by Annelise La...
What is discoverability?
What is discoverability?
Information Science
• Can be found in search of
file, database or other
information system
• Meta...
Methods of discovery
Online
advertising
Methods of discovery
Online
advertising
Online
publicity
Methods of discovery
Online
advertising
Online
publicity
Niche
communities
Methods of discovery
Online
advertising
Online
publicity
Niche
communities
Social
networks
Methods of discovery
Online
advertising
Online
publicity
Niche
communities
Social
networks
Search &
recommendation
engines
More about…search &
recommendation engines
How search engines work
(Basics)
Search Engine
Search results &
recommendations
Search Engine
Database +
Crawl links
Index...
Search & recommendation engines
How they have changed
INFORMATION
Search & recommendation engines
How they have changed
WEB PAGES
KNOWLEDGE
1
2 Semantic SEO
Local SEO
3
Semanti...
Performing arts in search (basic)
When is T Tomason
performing in Toronto
next month?
Performing arts in search (basic)
halifax events
Search & discoverability best practices
• Strategic use of language
(keyword research)
Search & discoverability best practices
• Strategic use of language
(keyword research)
Search & discoverability best practices
• Strategic use of language
• External backlinking
(from authority sites)
Search & discoverability best practices
• Strategic use of language
• External backlinking
• Semantic search engine
optimi...
Search & discoverability best practices
• Strategic use of language
• External backlinking
• Semantic search engine optimi...
Search & discoverability best practices
• Strategic use of language
• External backlinking
• Semantic search engine optimi...
Search & discoverability best practices
ArtsData.ca
Linked open data
Performing arts in search (enhanced)
With structured data >
AFTER: Events now
appear with exact dates >
(Schema.org)
Performing arts in search (enhanced)
AFTER: Descriptions from
performing arts organization
(Canadian Stage) >
With knowled...
More about…wikidata
What is wikidata?
What is wikidata?
• Storage for structured data
of Wikimedia Foundation
projects including Wikipedia
What is wikidata?
• Storage for structured data
of Wikimedia Foundation
projects including Wikipedia
• Over 60 million ent...
How does wikidata work?
• Contains all kinds of data
How does wikidata work?
Firehall
Arts
Centre
49°17'8"
N,
123°5'48"
W
150
Downtown
eastside
Vancouver
• Contains all kinds ...
How does wikidata work?
• Contains all kinds of data
• Organized in a linked
network of relationships
• Each relationship ...
What are the benefits of wikidata?
• Allows for sophisticated
SPARQL queries
• Multilingual
• Complete & up to date
wikida...
Wikidata & the performing arts & discoverability
• The Linked Digital Future of
discoverability is happening now
• The mor...
Wikidata & the performing arts & discoverability
Go to https://www.wikidata.org/ to edit
Want to learn more? http://bit.ly...
What comes after discovery?
Remember…
• Linking data is about
linking people to your work
& organization
• Discovery is just the
beginning
• It is alw...
Imagine…
• The more open & linked,
the more is possible
• The easier it will be to
create “smart” AI powered
moments
• Of ...
With thanks to the Linked Digital Future
collaborators and funding partners
Appendix: Discoverability Tools & Resources
• Bing Ads Keyword Planner
https://ads.microsoft.com/
• Google Ads Keyword Pla...
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Digital Marketing & Discoverability for the Performing Arts Slide 1 Digital Marketing & Discoverability for the Performing Arts Slide 2 Digital Marketing & Discoverability for the Performing Arts Slide 3 Digital Marketing & Discoverability for the Performing Arts Slide 4 Digital Marketing & Discoverability for the Performing Arts Slide 5 Digital Marketing & Discoverability for the Performing Arts Slide 6 Digital Marketing & Discoverability for the Performing Arts Slide 7 Digital Marketing & Discoverability for the Performing Arts Slide 8 Digital Marketing & Discoverability for the Performing Arts Slide 9 Digital Marketing & Discoverability for the Performing Arts Slide 10 Digital Marketing & Discoverability for the Performing Arts Slide 11 Digital Marketing & Discoverability for the Performing Arts Slide 12 Digital Marketing & Discoverability for the Performing Arts Slide 13 Digital Marketing & Discoverability for the Performing Arts Slide 14 Digital Marketing & Discoverability for the Performing Arts Slide 15 Digital Marketing & Discoverability for the Performing Arts Slide 16 Digital Marketing & Discoverability for the Performing Arts Slide 17 Digital Marketing & Discoverability for the Performing Arts Slide 18 Digital Marketing & Discoverability for the Performing Arts Slide 19 Digital Marketing & Discoverability for the Performing Arts Slide 20 Digital Marketing & Discoverability for the Performing Arts Slide 21 Digital Marketing & Discoverability for the Performing Arts Slide 22 Digital Marketing & Discoverability for the Performing Arts Slide 23 Digital Marketing & Discoverability for the Performing Arts Slide 24 Digital Marketing & Discoverability for the Performing Arts Slide 25 Digital Marketing & Discoverability for the Performing Arts Slide 26 Digital Marketing & Discoverability for the Performing Arts Slide 27 Digital Marketing & Discoverability for the Performing Arts Slide 28 Digital Marketing & Discoverability for the Performing Arts Slide 29 Digital Marketing & Discoverability for the Performing Arts Slide 30 Digital Marketing & Discoverability for the Performing Arts Slide 31 Digital Marketing & Discoverability for the Performing Arts Slide 32 Digital Marketing & Discoverability for the Performing Arts Slide 33 Digital Marketing & Discoverability for the Performing Arts Slide 34 Digital Marketing & Discoverability for the Performing Arts Slide 35 Digital Marketing & Discoverability for the Performing Arts Slide 36 Digital Marketing & Discoverability for the Performing Arts Slide 37 Digital Marketing & Discoverability for the Performing Arts Slide 38
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Does your performing arts organization need help getting found online? Are you maximizing the digital opportunities for connecting with your potential audience and ticket purchasers? Get an overview of the ways digital marketing can help with this goal, with a deeper dive into search and recommendation engines and the opportunity presented by Wikidata.

This presentation was developed and delivered as part of the Linked Digital future Initiative. For more information, visit: https://linkeddigitalfuture.ca/resources/workshops/

Digital Marketing & Discoverability for the Performing Arts

  1. 1. Digital Marketing & Discoverability for the Performing Arts Toronto, Halifax & Vancouver, Fall 2019 Created by Annelise Larson, Veria.ca
  2. 2. What is discoverability?
  3. 3. What is discoverability? Information Science • Can be found in search of file, database or other information system • Meta data (information about information) makes things easier to find & understand Digital Marketing • Can be found online • Method of discovery helps understand user intent • Beginning of a relationship with audience The ability of something to be discovered Linking of data leads to linking of people
  4. 4. Methods of discovery Online advertising
  5. 5. Methods of discovery Online advertising Online publicity
  6. 6. Methods of discovery Online advertising Online publicity Niche communities
  7. 7. Methods of discovery Online advertising Online publicity Niche communities Social networks
  8. 8. Methods of discovery Online advertising Online publicity Niche communities Social networks Search & recommendation engines
  9. 9. More about…search & recommendation engines
  10. 10. How search engines work (Basics) Search Engine Search results & recommendations Search Engine Database + Crawl links Index content Searcher Personalization factors Ranking factors Search & recommendation engines • Crawled web pages • User submissions • Scanned books • Public databases…
  11. 11. Search & recommendation engines How they have changed
  12. 12. INFORMATION Search & recommendation engines How they have changed WEB PAGES KNOWLEDGE 1 2 Semantic SEO Local SEO 3 Semantic + Local SEO Recommendation systems Data reuse + + + Traditional SEO
  13. 13. Performing arts in search (basic) When is T Tomason performing in Toronto next month?
  14. 14. Performing arts in search (basic) halifax events
  15. 15. Search & discoverability best practices • Strategic use of language (keyword research)
  16. 16. Search & discoverability best practices • Strategic use of language (keyword research)
  17. 17. Search & discoverability best practices • Strategic use of language • External backlinking (from authority sites)
  18. 18. Search & discoverability best practices • Strategic use of language • External backlinking • Semantic search engine optimization – SSEO (user experience & context)
  19. 19. Search & discoverability best practices • Strategic use of language • External backlinking • Semantic search engine optimization – SSEO • Localization & local SEO (“near me” & other location based searches) https://www.google.com/business/
  20. 20. Search & discoverability best practices • Strategic use of language • External backlinking • Semantic search engine optimization – SSEO • Localization & local SEO • Structured data https://schema.org/Event
  21. 21. Search & discoverability best practices ArtsData.ca Linked open data
  22. 22. Performing arts in search (enhanced) With structured data > AFTER: Events now appear with exact dates > (Schema.org)
  23. 23. Performing arts in search (enhanced) AFTER: Descriptions from performing arts organization (Canadian Stage) > With knowledge graph > < BEFORE: Descriptions from 3rd party (meetup.com) (linked open data)
  24. 24. More about…wikidata
  25. 25. What is wikidata?
  26. 26. What is wikidata? • Storage for structured data of Wikimedia Foundation projects including Wikipedia
  27. 27. What is wikidata? • Storage for structured data of Wikimedia Foundation projects including Wikipedia • Over 60 million entries • Anyone can read, add & edit data & use it for free • Can be used by both humans & machines • Requires external references
  28. 28. How does wikidata work? • Contains all kinds of data
  29. 29. How does wikidata work? Firehall Arts Centre 49°17'8" N, 123°5'48" W 150 Downtown eastside Vancouver • Contains all kinds of data • Organized in a linked network of relationships
  30. 30. How does wikidata work? • Contains all kinds of data • Organized in a linked network of relationships • Each relationship expressed in statements of “triples” • Not limited to specific structure & easy to add new information SUBJECT PREDICATE OBJECT Firehall Arts Centre instance of theatre theatre subclass of venue Firehall Arts Centre located in administrative territorial entity Downtown Eastside Downtown Eastside located in administrative territorial entity Vancouver
  31. 31. What are the benefits of wikidata? • Allows for sophisticated SPARQL queries • Multilingual • Complete & up to date wikidata can help with Wikipedia • AND other projects that might use linked open data in the future
  32. 32. Wikidata & the performing arts & discoverability • The Linked Digital Future of discoverability is happening now • The more data from the performing arts, the more powerful & useful search results • The more data from the performing arts, the more authoritative the sector • Wikidata is a place to begin
  33. 33. Wikidata & the performing arts & discoverability Go to https://www.wikidata.org/ to edit Want to learn more? http://bit.ly/WikiArtsFacilities
  34. 34. What comes after discovery?
  35. 35. Remember… • Linking data is about linking people to your work & organization • Discovery is just the beginning • It is always about audience & beginning a long-term relationship What comes next?
  36. 36. Imagine… • The more open & linked, the more is possible • The easier it will be to create “smart” AI powered moments • Of discovery, of shareability, of engagement & of tapping into FOMO What comes next?
  37. 37. With thanks to the Linked Digital Future collaborators and funding partners
  38. 38. Appendix: Discoverability Tools & Resources • Bing Ads Keyword Planner https://ads.microsoft.com/ • Google Ads Keyword Planner https://ads.google.com • Page Speed Insights Tool https://developers.google.com/speed/pa gespeed/insights/ • Broken Link Checker https://www.brokenlinkcheck.com/ • Mobile Friendly Tester https://search.google.com/test/mobile- friendly • Google My Business https://www.google.com/intl/en_ca/busi ness/ • Schema.org https://schema.org/ • Schema Pro WordPress plugin https://wpschema.com/ • LDF Digital Discoverability Program http://linkeddigitalfuture.ca/2019/08/27 /call-discoverability-program-19-20/ • ArtsData.ca http://kg.artsdata.ca/ • Wikidata https://www.wikidata.org/ linkeddigitalfuture.ca
  • BrandiMartinez2

    Nov. 25, 2021

Does your performing arts organization need help getting found online? Are you maximizing the digital opportunities for connecting with your potential audience and ticket purchasers? Get an overview of the ways digital marketing can help with this goal, with a deeper dive into search and recommendation engines and the opportunity presented by Wikidata. This presentation was developed and delivered as part of the Linked Digital future Initiative. For more information, visit: https://linkeddigitalfuture.ca/resources/workshops/

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