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Business of Dance - Digital Marketing

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Keynote presentation from Dance UK's Business of Dance - Digital Marketing day at Sadler's Wells June 2014.

Includes real world case studies as well as marketing fundamentals, why you should invest time in marketing and how marketing theory applies to dance.

Published in: Marketing
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Business of Dance - Digital Marketing

  1. 1. www.dance-ology.co.uk © Natasha Reynolds 2 30th June 2014 Digital Marketing Dance
  2. 2. www.dance-ology.co.uk © Natasha Reynolds 3 ! ! Natasha Reynolds - Digital Strategist ! www.dance-ology.co.uk ! Email: natasha@dance-ology.co.uk ! Twitter: @danceologyHQ ! Facebook: danceologyHQ ! Mobile: 0755 442 4238 ! #DUKbusiness ! !
  3. 3. www.dance-ology.co.uk © Natasha Reynolds 4
  4. 4. www.dance-ology.co.uk © Natasha Reynolds 5 Agenda 1. Digital Marketing - What, Why 2. 6 Steps to Dance Marketing 3. Marketing Fundamentals 4. Real World Dance Examples 5. Future Inspiration 6. Q&A
  5. 5. www.dance-ology.co.uk © Natasha Reynolds 6 Focus
  6. 6. www.dance-ology.co.uk © Natasha Reynolds 7 Be Playful Be Useful Be Mobile
  7. 7. www.dance-ology.co.uk © Natasha Reynolds 8 What is Digital Marketing?
  8. 8. www.dance-ology.co.uk © Natasha Reynolds 9
  9. 9. Prioritising digital channels Social Media Website Mobile Email Marketing PPC banner Emerging tech Offline activities 1 ! 2 ! 3 ! 4 ! 5 ! 6 for Digital Marketing Campaigns
  10. 10. www.dance-ology.co.uk © Natasha Reynolds 11 Why bother?
  11. 11. www.dance-ology.co.uk © Natasha Reynolds 13 AMAZING!Absolutely seen anything so powerful. Please Audience member, Vincent DanceTheatre, 2013 I’ve never DON’T STOPdoing what you’re doing. ‘
  12. 12. www.dance-ology.co.uk © Natasha Reynolds 14 Entertainment Dance makes life better… Personal, social, political ! insight Health wellbeing
  13. 13. Natasha Reynolds
  14. 14. 2005
  15. 15. 2013
  16. 16. www.dance-ology.co.uk © Natasha Reynolds MOBILEMore people own a 19 Socialnomics 2014 device than a TOOTHBRUSH ‘
  17. 17. Natasha Reynolds 20 BUY from their51% of consumers mobile devices. Socialnomics 2014 Erik Qualman have MOBILE-5% of businesses ready eCommerce.
  18. 18. www.dance-ology.co.uk © Natasha Reynolds 21 TRUST peer90% of consumers recommendations Socialnomics 2014 Erik Qualman
  19. 19. www.dance-ology.co.uk © Natasha Reynolds 22 DECISIONS are93% of shoppers’ buying influenced by social media Socialnomics 2014 Erik Qualman
  20. 20. www.dance-ology.co.uk © Natasha Reynolds 23 You have the perfect content…
  21. 21. www.dance-ology.co.uk © Natasha Reynolds 24 Be Playful
  22. 22. www.dance-ology.co.uk © Natasha Reynolds 25
  23. 23. Real World Event: The Place Protein - BorderTales Season: 3 week season (17nights) ! Length of season = unusual ! ! Lead: Caroline Schreiber Sorcha Hunter The Place team Protein team
  24. 24. DIGITAL ACTIVITY 1. Online advertising 2. Social media 3. eNews 4. Videos
  25. 25. RESULTS 91% capacity 45% new attendees
  26. 26. LESSONS Across both audience segments
  27. 27. www.dance-ology.co.uk © Natasha Reynolds 6 Steps to Dance Marketing 31 Who are you? How can you connect with them? Iterate Who is your audience? Where are they? Do it
  28. 28. www.dance-ology.co.uk © Natasha Reynolds 1 2 3 4 5 6 32 Who are you?
  29. 29. www.dance-ology.co.uk © Natasha Reynolds 33 Core values?
  30. 30. www.dance-ology.co.uk © Natasha Reynolds 34 USP
  31. 31. www.dance-ology.co.uk © Natasha Reynolds 35 Small is good
  32. 32. www.dance-ology.co.uk © Natasha Reynolds 36 Who is your audience? 21 3 4 5 6
  33. 33. www.dance-ology.co.uk © Natasha Reynolds 37
  34. 34. www.dance-ology.co.uk © Natasha Reynolds 38 Actual Product What are they really buying? Augmented Product Core Product Attendance at
 your event Programme Exclusive content Great night out See latest work of choreographer
  35. 35. www.dance-ology.co.uk © Natasha Reynolds 39 Where is your audience? 31 2 4 5 6
  36. 36. www.dance-ology.co.uk © Natasha Reynolds 40
  37. 37. www.dance-ology.co.uk © Natasha Reynolds 41
  38. 38. www.dance-ology.co.uk © Natasha Reynolds 42 0 300 600 900 1200 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 42 Registered users 1 Billion 500 Million
  39. 39. www.dance-ology.co.uk © Natasha Reynolds 43
  40. 40. www.dance-ology.co.uk © Natasha Reynolds 44 How can you connect with your audience? 41 2 3 5 6
  41. 41. www.dance-ology.co.uk © Natasha Reynolds 45 Be Useful
  42. 42. www.dance-ology.co.uk © Natasha Reynolds 46
  43. 43. www.dance-ology.co.uk © Natasha Reynolds 47 Marketing Theory
  44. 44. www.dance-ology.co.uk © Natasha Reynolds 48 7Ps of Marketing
  45. 45. www.dance-ology.co.uk © Natasha Reynolds 49
  46. 46. www.dance-ology.co.uk © Natasha Reynolds 50 eNewsletter Find a process that works Blog articles Social Media posts Trigger Content Home Distribution
  47. 47. www.dance-ology.co.uk © Natasha Reynolds 51 Real World Artist: New Movement Collective Event: NEST Venue: Grade 11 listed Welsh Chapel
 Shaftesbury Ave Season: 14 performances ! First big marketing endeavour ! ! Lead: Jonathan Goddard Steven Drew Joe Walkling NMC team
  48. 48. www.dance-ology.co.uk © Natasha Reynolds 53 DIGITAL ACTIVITY 1. BBC News - 
 DUK mentoring scheme 2. Social media 3. eNews 4. Videos
  49. 49. www.dance-ology.co.uk © Natasha Reynolds 54 TimeOutFeature TheStageFeature Ticket Sales May 1stTrailerreleasedTicket Sales in May
  50. 50. www.dance-ology.co.uk © Natasha Reynolds 55 RESULTS 76% capacity Learning New contacts Invited to work on new collaboration 5.5K reach in 3 months
  51. 51. www.dance-ology.co.uk © Natasha Reynolds 56 LESSONS 1. Quality content = sharing 2. Tailored digital marketing package for collaborators to foster (easy) sharing.
  52. 52. www.dance-ology.co.uk © Natasha Reynolds 58 Digital Marketing
 is different

  53. 53. www.dance-ology.co.uk © Natasha Reynolds 59 Gain RetainMonologue Dialogue Traditional vs Digital Push Pull
  54. 54. www.dance-ology.co.uk © Natasha Reynolds 60 x x
  55. 55. Natasha Reynolds Sales Funnel Awareness Consideration Decision Buy
  56. 56. www.dance-ology.co.uk © Natasha Reynolds Advocacy Evaluate Bond Awareness Consider Buy Customer Decision Journey The Loyalty Loop McKinsey & Co adapted by Brilliant Noise
  57. 57. www.dance-ology.co.uk © Natasha Reynolds 63 Real World Artist: Expressions DanceTheatre Event: The Red Shoes Venue: Queensland Performing Arts 
 Complex Season: 8 performances ! Goal: Build engagement ! ! Lead: Kirsten Bartholomew Expressions team
  58. 58. www.dance-ology.co.uk © Natasha Reynolds 64 DIGITAL ACTIVITY 1. Social media 1. Facebook ads 2. Instagram competition 2. eNews 3. Drip feeding behind the 
 scenes content
  59. 59. www.dance-ology.co.uk © Natasha Reynolds 65 RESULTS 11% increase 
 Facebook Likes 21% increase 
 eNews subscribers over 3 months
  60. 60. www.dance-ology.co.uk © Natasha Reynolds Advocacy Evaluate Bond Awareness Consider Buy Loyalty Loop Loyalty Loop McKinsey & Co adapted by Brilliant Noise
  61. 61. www.dance-ology.co.uk © Natasha Reynolds 68 Bond Invest time in the Loyalty Loop Advocacy Buy ! (again) Availability Dealing with problems Customer support Exceed expectations Ticketing, parking, seating 7P touch points Sharable content Event growth Targeted offers VIP programmes Gamification Consumer-led marketing - customers ‘pull’ the information they want
  62. 62. www.dance-ology.co.uk © Natasha Reynolds
  63. 63. www.dance-ology.co.uk © Natasha Reynolds
  64. 64. www.dance-ology.co.uk © Natasha Reynolds 72 #DUKbusiness ! @DanceUK
 
 @danceologyHQ
  65. 65. www.dance-ology.co.uk © Natasha Reynolds 73 200,000 link containing tweets analysed HubSpot 2013 Twitter CTR Heatmap
  66. 66. www.dance-ology.co.uk © Natasha Reynolds Increase retweets 74 86% include link 51% please retweet 21% include #tag X2 @tarasyoung
  67. 67. www.dance-ology.co.uk © Natasha Reynolds 75
  68. 68. www.dance-ology.co.uk © Natasha Reynolds 76
  69. 69. www.dance-ology.co.uk © Natasha Reynolds 77
  70. 70. www.dance-ology.co.uk © Natasha Reynolds 78 Beware Hashtag #Fail
  71. 71. www.dance-ology.co.uk © Natasha Reynolds 79
  72. 72. Natasha Reynolds 80 –Whitham v Club Ltd t/aVentura 2010 “I think I work in a nursery and I do not mean working with plants.” Etiquette
  73. 73. www.dance-ology.co.uk © Natasha Reynolds 81 Social Media Guidelines
  74. 74. www.dance-ology.co.uk © Natasha Reynolds 82 Real World Lead: Katrina Moohan YDance team
 #CYDF orgs Artist: Y Dance Event: CommonwealthYouth Dance
 Festival Location: Glasgow ! Harnessed power of networks ! !
  75. 75. www.dance-ology.co.uk © Natasha Reynolds 84
  76. 76. www.dance-ology.co.uk © Natasha Reynolds 85 DIGITAL ACTIVITY 1. Secret 2. Phone calls and emails to 
 arrange
  77. 77. www.dance-ology.co.uk © Natasha Reynolds 86
  78. 78. www.dance-ology.co.uk © Natasha Reynolds 87 RESULTS 70,000 accounts reached in 7 hours
  79. 79. www.dance-ology.co.uk © Natasha Reynolds 88 LESSONS 1. Didn’t matter that not everyone usedTag line 2. Should have asked all to copy in @YDanceScotland - easier to track results.
  80. 80. www.dance-ology.co.uk © Natasha Reynolds 89 Do it! 1 2 3 654
  81. 81. www.dance-ology.co.uk © Natasha Reynolds I begin each day
 of my 90 –Twyla Tharp The Creative Habit LIFE 90 with a RITUAL… ‘
  82. 82. www.dance-ology.co.uk © Natasha Reynolds 91
  83. 83. www.dance-ology.co.uk © Natasha Reynolds @bigdancenews
  84. 84. www.dance-ology.co.uk © Natasha Reynolds 94 Dance Talk London www.meetup.com/Dance-Talk-London
  85. 85. www.dance-ology.co.uk © Natasha Reynolds 95 Measure, iterate, repeat 1 2 3 4 65
  86. 86. www.dance-ology.co.uk © Natasha Reynolds DO IT… MEASURECan't it? Don’t
  87. 87. www.dance-ology.co.uk © Natasha Reynolds 98 Google Analytics
  88. 88. www.dance-ology.co.uk © Natasha Reynolds 99
  89. 89. www.dance-ology.co.uk © Natasha Reynolds 100 0 1 2 3 4 5 6 7 8 9 10 Net Promoter Score Not likely at all Neutral Extremely likely Detractors Passive Promoters “How likely is it that you would recommend [your company] to a friend or colleague?”
  90. 90. www.dance-ology.co.uk © Natasha Reynolds 101 Future
  91. 91. www.dance-ology.co.uk © Natasha Reynolds 102 Be Mobile
  92. 92. www.dance-ology.co.uk © Natasha Reynolds 104 FireChat
  93. 93. www.dance-ology.co.uk © Natasha Reynolds 105 Location aware services Performance plus marketing opportunities. e.g. Offer tickets for tonights show to people in the location
  94. 94. www.dance-ology.co.uk © Natasha Reynolds Reward your loyal attendees e.g. 3 shows in your venue over 12 months = reward
  95. 95. www.dance-ology.co.uk © Natasha Reynolds http://www.dancefunder.com/
  96. 96. www.dance-ology.co.uk © Natasha Reynolds 108 Dare You Watch
  97. 97. www.dance-ology.co.uk © Natasha Reynolds 109 Next Steps
  98. 98. www.dance-ology.co.uk © Natasha Reynolds 110 1. Pick something from today and DO IT 2. Join Dance UK 3. Visit www.danceuktv.com 4. Join Arts Marketing Association 5. Join DanceTalk London
 www.meetup.com/Dance-Talk-London Next steps Be Playful Be Useful Be Mobile
  99. 99. www.dance-ology.co.uk © Natasha Reynolds 111 –Vicki Baum There are shortcuts to happiness, and dancing is one of them.
  100. 100. www.dance-ology.co.uk © Natasha Reynolds 112 ! ! Natasha Reynolds ! www.dance-ology.co.uk ! Email: natasha@dance-ology.co.uk ! Twitter: @danceologyHQ ! Facebook: danceologyHQ ! Mobile: 0755 442 4238 ! #DUKbusiness Q&A
  101. 101. www.dance-ology.co.uk © Natasha Reynolds 113 REAL WORLD EXAMPLES • Vincent Dance Theatre: http://www.vincentdt.com • The Place: http://www.theplace.org.uk • Protein: http://www.proteindance.co.uk • Olivia Ashton on Instagram: http://instagram.com/oliviaashton5678 • Vivify: http://vivify.co • New Movement Collective: http://www.newmovement.org.uk • Expressions Dance Company: http://expressionsdancecompany.org.au • Kenneth Tharp on Twitter: https://twitter.com/KennethTharp • Dance Up: http://danceup.org.uk • YDance Scotland: http://www.ydance.org • Big Dance http://bigdance.org.uk/ VIDEOS • Cute girl has a catchy dance http://www.youtube.com/watch? v=lK7IzfLmyco&feature=youtu.be • Piano stairs https://www.youtube.com/watch?v=2lXh2n0aPyw • Happy Feet Productions http://www.happyfeetproductions.co.uk/ index.html • OK Go! http://www.youtube.com/watch?v=dTAAsCNK7RA • Harlem Shake Ballerina Edition http://www.youtube.com/watch? v=9iNHsjADvVo • English National Ballet http://www.youtube.com/watch? v=KlCjt6FQQC0 • DanceTag App: http://www.dancetagapp.com/ • Eyes on the Road: http://www.youtube.com/watch?v=JHixeIr_6BM ! Links RESOURCES • Dance UK: http://www.danceuk.org • Dance UK TV: www.danceuktv.com (video of this presentation and more) • Arts Marketing Association: http://www.a-m-a.co.uk • Culture Hive: http://culturehive.co.uk • Chartered Institute of Marketing: http://www.cim.co.uk • @twitterUKI_SME: https://twitter.com/TwitterUKI_SME • Twyla Tharp, The Creative Habit http://www.twylatharp.org/ • Dance Talk London Meetup: www.meetup.com/Dance-Talk-London TOOLS • Hootsuite: https://hootsuite.com • Sumall: http://sumall.com • Google Analytics: http://www.google.com/analytics • TweetReach: http://tweetreach.com • Net Promoter Score: http://www.netpromoter.com/why-net-promoter/know STATISTICS • Hallam Internet: http://www.hallaminternet.com/2013/digital-marketing- tube-map-a-guide-to-internet-marketing • Socialnomics: http://www.socialnomics.net • Arts Council England, Digital Culture report: http://artsdigitalrnd.org.uk/ digitalcultureresearch TRENDS • Kickstarter dance projects https://www.kickstarter.com/discover/advanced? category_id=6&sort=most_funded • Move Concept Garment: http://www.electricfoxy.com/move/ Presentation created by Natasha Reynolds of Dance-ology: www.dance-ology.co.uk

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