Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall


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Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall

  1. 1. The Queen’s Hall<br />AmbITionRoadshow Central | Thursday 27 May 2010<br />Andy Catlin, Marketing Manager <br />
  2. 2. What? Where? Who?<br />
  3. 3. What? Where? Who?<br />
  4. 4. What? Where? Who?<br />
  5. 5. Our Little Problem…<br />
  6. 6. What I Want The Queen’s Hall To Be…<br />high quality<br />smart<br />open to all<br />willing to experiment<br />dynamic<br />
  7. 7. What I Want The Queen’s Hall To Be…<br />high quality<br />smart<br />open to all<br />willing to experiment<br />dynamic<br />
  8. 8. What I Think The Queen’s Hall Is See As…<br />distant<br />old fashioned<br />insular<br />conservative<br />out of touch<br />
  9. 9. What I Think The Queen’s Hall Is See As…<br />distant<br />old fashioned<br />insular<br />conservative<br />“the son of the manse”<br />
  10. 10. The Goal<br />To use traditional and digital marketing tools to reposition The Queen’s Hall’s identity in existing and new audiences minds.<br />And with no additional expenditure.<br /> (we like to think small) <br />
  11. 11. The Strategy<br />A twin track approach of revisiting traditional marketing materials alongside investment in a range of digital tools.<br />(Hanging out with the cool kids whilst not scaring Mum & Dad)<br />
  12. 12. Old Timey Marketing<br />We returned to:<br />Brochures!<br />Banners!<br />Direct Mail!<br />Meeting People!<br />(CUE: AUDIENCE GASPS!)<br />
  13. 13. 1. Website<br />Embedded video | Share/Like buttons | Links<br />
  14. 14. 2. Email Mailing List<br />1700 addresses<br />We have made it:<br />Regular<br />Reliable<br />Inclusive of entire programme<br />Useful<br />
  15. 15. 3. Social Media<br />We are using:<br />Facebook<br />Twitter<br />MySpace<br />Flickr<br />Foursquare<br />YouTube<br />Last. FM/Spotify/Grooveshark<br />
  16. 16. Facebook<br />570 friends<br />Used only for major announcements<br />Debate over choice of creating identity vs Fan page<br />
  17. 17. Twitter<br />1390 followers.<br />Our most successful and prolific social media tool.<br />An live, ongoing conversation/research tool/focus group/loudspeaker <br />3300 tweets in 18 months<br />
  18. 18. MySpace<br />Very low interest and acquisition rates (a pitiful 27 friends)<br />Potentially of use for venue – musician contact but has been recently described as “a half deserted shopping mall”<br />
  19. 19. Flickr<br />41000 views of my amateur happy snaps in one year (on some days our Flickr traffic exceeds our regular website)<br />All under Creative Commons licence so we encourage people to share and distribute<br />A more passive community but important in ‘opening up’ The Queen’s Hall to our audiences<br />
  20. 20. Foursquare<br />56 friends.<br />We’re experimenting with it both as a location and a user.<br />Watch this space…<br />
  21. 21. YouTube<br />Consumption, not creation.<br />Creating quality content is time consuming and technically demanding <br />Permission for recording live performance – and linking to it - is still problematic.<br />
  22. 22. Last.FM, Spotify & Grooveshark<br />Various platforms for embedding, streaming and sharing music.<br />We can:<br />- preview future programming<br />- appear as a creator/influence maker/trusted source <br />
  23. 23. Costs & Results<br />Costs? Flickr Pro account and the staff resources to find and create content<br />Web traffic increased year-on-year by 40%<br />We announce all our shows through Twitter and Facebook first and we immediately sell tickets<br />
  24. 24. Costs & Results<br />Artistic – we have booked our first show via social media and commissioned an illustrator<br />Development – we have arranged our first sponsorship deal via social media<br />
  25. 25. Costs & Results<br />New feedback channel from our audiences (both as direct feedback and as a “listening post” for specific topics)<br />We are now communicating in a new way with both existing and potential audiences.<br />We have repositioned The Queen’s Hall in a low/no cost way<br />
  26. 26. Stuff we’re thinking about…<br />Stop asking for permission<br />“Change isn’t made by asking permission. Change is made by asking forgiveness, later” (Seth Godin)<br />Stop talking to ourselves<br />The people in this room are not your audience<br />(Image credit Sir Mike Coulter)<br />
  27. 27. Stuff we’re thinking about…<br />A journey, not a destination<br />Social media isn’t just for Christmas… The resources will be required permanently<br />Split Personality <br />How does your real world experience match your social media one? <br />
  28. 28. Stuff we’re thinking about…<br />I’m Not Listening To You<br />A new conversation with the audience?<br />More Human Than A Human<br />The tension between the personality of one person and the company.<br />
  29. 29. Why? Why Not?<br />“You can either go with it or sit back and watch it happen, and I would rather be out on the field than in the bleachers.”<br />(Michael Stipe, R.E.M.)<br />