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Joined up digital marketing: Royal Academy of Arts at AMA 2019

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Joined up digital marketing: Royal Academy of Arts at AMA 2019

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Ali Forbes, Head of Marketing, and Louise Cohen, Head of Digital Content, talk about how by being clear about purposes, values and goals and taking a joined-up approach, you can create effective, consistent messaging across your channels.

Ali Forbes, Head of Marketing, and Louise Cohen, Head of Digital Content, talk about how by being clear about purposes, values and goals and taking a joined-up approach, you can create effective, consistent messaging across your channels.

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Joined up digital marketing: Royal Academy of Arts at AMA 2019

  1. 1. Ali Forbes, Head of Marketing @ImAliForbes Louise Cohen, Head of Digital Content @louiseacohen Joined up digital marketing
  2. 2. Creating consistent messaging across digital marketing 1. What role does digital marketing play in communicating brand integrity? 2. What’s content for? How being clear about purpose can make your content better. 3. Always on and campaign moments, and how those work across organic and paid digital. 4. Things we’ve learnt along the way.
  3. 3. The Royal Academy of Arts Who we are ● We were founded by King George III in 1768 ● We’re an independent charity (we don’t get any funding from the government) ● We’re led by eminent artists and architects ● We’re a home for art and ideas What we do ● We host exhibitions (about 9 across our 3 spaces) and events all year round ● We have a free school of contemporary fine art ● We are the voice for art and artists
  4. 4. Our approach We are audience centred - Know our audiences - What story are we telling them - Where are they and how are we meeting them there We are data informed - Test & learn approach - Use audience insight to make informed decisions - Using campaign learnings to inform future decisions We are joined up - Considering all aspects of the RA - nothing happens in isolation - Making the most of crossover opportunities
  5. 5. The role of digital content
  6. 6. What role does digital content play? RA digital content strategy, 2016
  7. 7. What role does digital content play?
  8. 8. Editorial content For the RA, that’s… ★ Championing creativity ★ Providing a platform for artists voices ★ Promoting debate Ongoing mission-led content
  9. 9. Drive reach and interest audiences in particular campaigns… Editorial content Content by campaign ★ Editorial designed with exhibition target audiences and campaign priorities in mind
  10. 10. Editorial content never sells to its audiences. Think like a publisher, not a brand.
  11. 11. Social media: organic and paid
  12. 12. Social media: organic and paid We used to try to do all this all the time…
  13. 13. Social media: organic and paid It didn’t work.
  14. 14. Organic After a dip in engagement, we’ve been experimenting with lo-fi ways to boost organic performance... Social media: organic and paid
  15. 15. Six things we’ve learnt about organic social...
  16. 16. 1. Stop trying to sell things. Start trying to offer something of value. Taking a different approach to covering ‘Friends Week’ at the RA – a mindfulness exercise, illustrated by our Collection, about gratitude for friends, family and kindred spirits.
  17. 17. 2. Make content that reflects what you’re about – no exceptions.
  18. 18. Target users’ needs Organisation needs and values Only post things that go in here (...and if that means posting less, that’s ok.)
  19. 19. 3. Be reactive and topical – but think about what you can add to the discourse.
  20. 20. 4. Apply narrative (and treat Stories as actual stories). Summer Exhibition preview party – our most viewed Instagram Story ever.
  21. 21. 👎 Gratuitous use of Cookie Monster 👎 Badly written 👎 Not funny 5. You have to own your bombs if you want to stop bombing.
  22. 22. 6. Use a real voice to say real things. A naturist visit to the RA – and honest reflections that contributed to a viral Instagram story.
  23. 23. 1. Forget conversion. Go for love, not money. 2. Every post should reflect what you’re about. 3. Be reactive – and think about what you can add. 4. Apply formats. Narrative is your friend. 5. Own your bombs. Then stop bombing. 6. Be brave: use a real voice to say real things. Six tips for growth and engagement in organic social media
  24. 24. Paid Targeting audiences by campaign ★ Drive traffic ★ Generate revenue Social media: organic and paid Organic Growing and nurturing a network of RA-loving followers for the long-term ★ Grow awareness ★ Build perception of your brand ★ Get audiences more deeply engaged with what you do
  25. 25. Case studies Investing in digital
  26. 26. The Renaissance Nude: Investing in paid social
  27. 27. The challenge Maximising a strong offer - sales were strong but there was very limited investment in social. How could we maximise a solid and popular offer to run an effective test on social investment? Selling tickets We needed to drive ticket sales to hit ambitious targets Driving membership acquisition
  28. 28. What we did We invested budget We took a joined up approach across membership and the exhibition campaign Identified target audiences and their potential audience size ● 5 prospecting audiences ● 4 targeted audiences We optimised throughout ● Tested different messaging on different audiences ● We used our data ● We learnt when not to serve an ad (FB likers didn’t buy any tickets, so we switched them off)
  29. 29. What we learnt We should do things differently ● Being joined up is effective and built brand awareness ● Take more of an always-on approach ● Our membership campaigns drove ticket sales We have high drop offs at add to cart - this is a behavior indicator It’s worth investing (we saw a positive ROI across the board) ● We sold 393 tickets = £8K in revenue ● We sold nearly 100 memberships, over £13K in revenue ● There was a halo effect - 30% of campaign revenue going to other sources
  30. 30. National Theatre Barber Shop Chronicles: Diversifying audiences through digital
  31. 31. OOH Hyperlocal using data to make targeted location decisions Diversifying audiences through display Non-cookie-based social data that informs programmatic buys (Fifty media) Reaches people who are posting/tweeting on a certain topic and following the right influencers. Cookie-based programmatic (Crimtan) Overlay UK census ethnicity targeting Used browser language targeting Social advertising At least 30% of the budget went on social advertising Using data to make informed decisions
  32. 32. ● Be where your audience are ● Continued FB investment throughout ● Content is the driver ○ Vox pops – was central in reflecting the audience ○ Take a risk - Improv video took place in a barber shop, wasn’t directly linked to the play but was really accessible Content with purpose
  33. 33. BAME: 34% First timers: 32% Under-35s: 30% Audience numbers
  34. 34. Always on - being practical Nothing happens in isolation Make sure all your channels are working together (CRM, organic, paid, website etc) Be joined up across your messaging (paid should be as quality as organic) Invest In the content itself and getting it to audiences Use your data (if you can) Who - is it for? What matters to them Plan - being flexible means planning Test - what is resonating? Learn - feed into the next campaign
  35. 35. 1. We don’t market the RA. We are the RA. Royal Academy digital content strategy 2016 2. Be audience–centred. Meet them where they are and be relevant to them. 3. Be joined up, and be clear about all your goals. 3 top tips
  36. 36. Thanks! Questions? Ali Forbes, Head of Marketing @ImAliForbes Louise Cohen, Head of Digital Content @louiseacohen

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