A winning strategy for online engagement and conversions

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In a hyper-connected world of smartphones, tablets and 24/7 connectivity, an online marketing strategy is essential. As arts audiences age, it’s critical for organizations to build future audiences through a mix of online and offline marketing efforts. In this session, we’ll discuss how to integrate your online strategy into your existing marketing mix to amplify reach and deliver a cohesive patron experience--online and off. You'll also learn techniques to boost your organization’s presence, increase engagement, improve the patron experience, and maximize conversions online.

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A winning strategy for online engagement and conversions

  1. 1. A winning strategy for online engagement and conversions Keith Goldberg, VP Marketing Arts Reach National Conference Spring 2014
  2. 2. VP Marketing, Vendini Software career Penn alum Backstage and front of house part-time Keith Goldberg
  3. 3. Vendini makes the business of live events simple. Vendini
  4. 4. Vendini makes the business of live events simple. Vendini
  5. 5. Where are we today?
  6. 6. Mobile is happening
  7. 7. Mobile landscape for 2014 «  1 in 4 searches conducted via mobile «  57,293hours on mobile over a lifetime «  57% won’trecommendcompanies with poor mobile sites «  SMS coupons redeemed 8xmorethan email offers «  59% find mobile search ads useful Source: “The Mobile Landscape for 2014” WebDAM infographic
  8. 8. Access information 24/7
  9. 9. Age of Now
  10. 10. Educated, empowered patrons
  11. 11. Patrons today Connected Empowered Informed
  12. 12. Trends shaping the marketing landscape
  13. 13. Millennials
  14. 14. Millennials «  Always connected «  Social by nature ü  Network ü  Vocal «  Seek participatory experiences «  Value reviews and recommendations Source: “Millennials Trust People Over Brands” Bazaar Voice whitepaper
  15. 15. «  Be relevant «  Compelling, digestible content «  Cohesive experience online and off «  Listen, engage, iterate Customer-centric
  16. 16. «  Content to engage pre-sale «  Build trust «  Establish expertise «  Rich content (video, images, podcasts) «  Bring brand and events to life Content is king
  17. 17. «  Bring web visitors back, convert them «  Increase brand awareness «  Content retargeting strategy Retargeting
  18. 18. «  Responsive design «  Mobile-friendly content «  Mobile advertising «  Opt-in SMS updates «  Mobile applications «  Mobile sales and ticketing Mobile friendly
  19. 19. «  Location and proximity detection «  Timely, highly targeted updates «  Wearables «  Wealth of data Location-based data
  20. 20. «  Social’s impact on search rankings «  Diverse array of social media channels «  Pinpoint audience- specific social channels «  Crowdsourcing Social media and SEO
  21. 21. Putting this to use
  22. 22. Establish voice
  23. 23. Messaging and branding «  Who is your target audience? «  How do staff and patrons describe your brand? «  What do you stand for? Against? «  Patron personas «  Define voice (personality, tone, content) «  Socialize with staff
  24. 24. Deliver value
  25. 25. Think big picture
  26. 26. Make conversations meaningful
  27. 27. Nail the patron experience
  28. 28. Optimize the user experience
  29. 29. Harness the power of social
  30. 30. Crowdsourcing
  31. 31. Foster participatory experiences
  32. 32. Measure it
  33. 33. Refine it
  34. 34. Questions and discussion
  35. 35. Keep in touch Keith Goldberg VP Marketing Vendini, Inc. kgoldberg@vendini.com
  36. 36. Thank you
  37. 37. Source and image credits Slide 6 Boom image, www. reysreboot.com Slide 7 Mobile devices image, www. community.webroot.com/t5/Security-News/Mobile-Device-Usage-at-Businesses-on-the-Rise/td-p/52212 Slide 8 “The Mobile Landscape for 2014” infographic, WebDAM www.marketingprofs.com/chirp/2014/24619/the-mobile-landscape-for-2014- infographic “The Future Of Mobile”, Henry Blodget www.businessinsider.com/future-of-mobile-slides-2012-12 Slide 10 Now image, Flickr user kraftfolio Slide 11 Audience b+w image, Flickr user amaria Slide 14 Millennials image of students, SUNY New Paltz Slide 15 “Milennials Trust People Over Brands” whitepaper, Bazaar Voice, www.resources.bazaarvoice.com Slide 16 The Human Brand, Chris Malone and Susan T. Fiske Slide 25 Renee Fleming image, Carlos Allegri, Reuters, www.mcall.com/sports/mc-pictures-super-bowl-xlviii-20140202-036,0,2160376.photo Slide 27 No BS image, wwwaskanatheist.tv/2011/09/25/when-all-else-fails-baffle-them-with-bullshit/ Slide 28 Industrial machinery image, www.mhi-global.com/products/images/bg_09_industry.jpg Slide 29 One vs. two way conversation images, www.hm-2.com/social-media-marketing-the-2-way-conversation-with-pictures
  38. 38. Source and image credits Slide 30 Delighted patrons sign image, Flickr user codepo8 Slide 31 UX horse image, www.info-design.net/laborbuch/2010/10/user-experience/ Slide 32 Social media conversation graphic, www.socialfactor.com/the-power-of-social-engagement-is-key Slide 33 Evan Chapman Christmas Fliash Mob at MFA image, Boston Magazine, www. cdn1.bostonmagazine.com/wp-content/uploads/ 2013/12/berklee-flash-mob-mfa.jpg Slide 34 Measuring tape Image, /www.greatoccupations.com/archives/551 Slide 35 "Fine lines need fine brushes" by Jens F-Jensen

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