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Digital Marketing & Discoverability for the Performing Arts

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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/

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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

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