Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Roadshow East Case Study: David Stark, RSNO

1,185 views

Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Roadshow East Case Study: David Stark, RSNO

  1. 1. An online social media project by the National Performing Arts Companies of Scotland David Stark, Director of Marketing & Communications, Royal Scottish National Orchestra
  2. 12. Royal Scottish National Orchestra <ul><li>1999: first website </li></ul><ul><li>2003: Email List / SMS-texts </li></ul><ul><li>2006: Website re-built in-house, using open source CMS (Mambo, now Joomla) </li></ul><ul><li>2008: presence on Facebook </li></ul><ul><li>2009: first in-house video projects </li></ul><ul><li>2009: employ Digital Manager </li></ul><ul><li>2010: blogging/video/microsites/social networking </li></ul>
  3. 13. RSNO Online: main website
  4. 14. RSNO Online: special project micro-site
  5. 15. RSNO Online: E-news
  6. 16. RSNO Online: U16 site
  7. 17. RSNO Online: streaming/downloads ‘white label’ site
  8. 18. RSNO Online: U26 social network
  9. 22. Why Collaborate? <ul><li>“ At a time of economic uncertainty, deploying collaborative solutions to joint challenges and opportunities is a pre-requisite for survival” </li></ul>Simon Woods (CE, RSNO)
  10. 23. Catalysts for Collaboration <ul><li>MMM – Missions Models Money </li></ul><ul><li>Scottish Government – keen for NPACS to work together </li></ul><ul><li>NPACS – desire work together on externally facing projects. </li></ul>
  11. 24. Who are we?
  12. 25. Why Digital? <ul><li>None of us were fully realising the potential of technology on our own </li></ul><ul><li>We didn’t have the tech/digital resources to go it alone </li></ul><ul><li>Potential to significantly increase public engagement opportunities - ‘greater than the sum of our parts’ </li></ul>
  13. 26. Why Marketers Collaborate? <ul><li>Cross promotion </li></ul><ul><li>Networking opportunities across five existing audiences and their friends </li></ul><ul><li>More companies = more content, more discussion, more activity </li></ul><ul><li>Easier to reach the ‘ hard-to-reach fruit’ </li></ul>
  14. 27. We spend most of our TIME picking the “low hanging fruit”
  15. 28. We spend most of our BUDGET picking the “mid-level fruit”
  16. 29. COLLABORATION is needed to pick the “hard-to-reach fruit”
  17. 30. Aims of our collaboration… <ul><li>Promote the work of the five to new audiences by: </li></ul><ul><li>Facilitating new public dialogues about each of us </li></ul><ul><li>Leveraging combined power of five for increased national/international reputation </li></ul><ul><li>Enriching experience of current attenders </li></ul>
  18. 31. First Steps in Digital Collaboration <ul><li>Digital Audit </li></ul><ul><li>Get CEOs together first </li></ul><ul><li>Inspire everyone through presentations from leaders in the field </li></ul><ul><li>Share stories, research & results of other successful technology projects </li></ul><ul><li>private Ning became crucial tool for sharing & discussing ideas </li></ul>
  19. 32. So what did we decide? <ul><li>We are all at different stages in our own digital work, with differing ambitions </li></ul><ul><li>BUT.. all united by common desire to eventually see a fully realised content-delivery vision (Phase 2) </li></ul><ul><li>SO… decided to begin with an ‘online social media presence’ (Phase 1) </li></ul>
  20. 33. Difficult Questions <ul><li>Are we creating a new brand, or just a new ‘space’? </li></ul><ul><li>How should joint NPACS activities relate/integrate with/replace current Company social/web activities? </li></ul><ul><li>What internal resources can we each bring to the table? </li></ul><ul><li>How will we maintain momentum – who drives this? </li></ul>
  21. 34. Collaborative Hurdles <ul><li>Competition for ticket sales </li></ul><ul><li>Maintaining individual identities in conversations with audiences </li></ul><ul><li>Agreeing on a clearly defined target audience </li></ul><ul><li>Impact on other collaborations outside NPACS </li></ul><ul><li>Differing definitions of what is ‘sensitive’ material or appropriate conversation tones </li></ul>
  22. 35. Choosing the right partner <ul><li>Small is beautiful </li></ul><ul><li>Consultant needs to drive content, as well as build the platform </li></ul>
  23. 40. Launching soon...

×