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Roadshow East Case Study: David Stark, RSNO


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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...