Web Marketing for the Arts 2010


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Workshop presentation for the arts and cultural sector on how to best use the tools and solutions available online for marketing and promoting your activities, events or artworks.

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  • TITLE: What is Web 2.0? SCRIPT: So what exactly is web 2.0? ACTION: Click Mouse SCRIPT: Web 2.0 came from the idea that people who consume media, access the internet and use the web shouldn’t passively absorb what’s available, rather they should be active contributors, helping to customise media and technology for their own purposes and that of their groups and communities. ACTION: Click Mouse SCRIPT: Web 1.0 provided us with news generated by large corporations, webpages that were static and rarely updated, and encouraged a passive relationship between the web master (or producer) and the site users (or audience). ACTION: Click Mouse SCRIPT: Whereas web 2.0 has revolutionised this relationship, creating a wider more social conversation between producers and audiences, conversations among audience groups, and within the wider world wide web. ACTION: Next Slide
  • You might already have a website, but the following session will give you a better understanding of how building a website works and hopefully then the confidence to think about how you’d like your website to work for you.
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  • After considering how you want to attract and interest visitors, evoke their desire and lead them to action, you need to consider who will be developing this into a website? There are two main options, first, to do-it-yourself. You could take responsibility yourself for the creation, design, navigation and promotion of your website, or have someone in your current team manage this. This is a cost effective way of creating a website if you or your nominated staff member has the right skills and knowledge. If you are not web confident, then you could look to a volunteer in the form of a friend or family member, or alternatively if you run an internship or volunteer programme, perhaps there is someone you know already who has the skills and knowledge to create your website. You must consider however, when working with those volunteering their time, is that they are giving up their own time to work on this project, they will have other priorities or distractions which may rank higher on their list of things to do, over and above developing your website. Your second option is to outsource the development of your website. There are design companies and IT firms who provide website development and design services for all sectors. By outsourcing your website development you are able to make use of the vast and diverse experience of web developers and designers. Design and IT firms are equipped with the most advanced and latest technology available in the market, will provide you with sophisticated and professional design. Outsourcing will save you time and labour, although this will cost you.
  • Website Specification If you do decide to have a website developed for you by a website developer or even a friend, first things first, you need to define and specify precisely how your website should work, look, feel and function. TIP SHEET
  • It’s important to be able to update your own website, whenever you want, without relying on outside help. If a product sells out, if you want to post an online video, or if you want to update your audience with timely information, you can update the site yourself with a Content Management System. Benefits of a CMS Do not require the skills of a skilled programmer, to write HTML or like coding. Using CMS allows you to easily manage creation, modification, and removal of contents from a web site. based online through web browsers gone are the days of the centralised website, you can access your site from any browser or computer with your own unique login and password. As CMS uses templates for website structure and design, any updates or changes to colours, design, or navigational structures will be updated across the site automatically. As content is stored separate from design, the content created by all of your authors will be presented with the same consistent design. your navigation is automatically generated and adjusted when you make any changes. With unique login’s you can assign roles and permissions to the individuals in your business to prevent them from editing content they are not authorised to change. integrated with online applications and widgets such as forums, polls, ecommerce structures, search tools, news management and social media and networking. Most importantly CMS allows you to take control of your website, forget outsourcing to designers who will maintain control, hosting and maintaining your own website will allow you to frequently make the necessary changes in-house without having to wait for your designer to do so.
  • With a content management system you do not require the skills of a skilled programmer, to write HTML or like coding. Using CMS allows you to easily manage creation, modification, and removal of contents from a web site. The features of a content management system varies , but generally includes, web-based publishing, format management, revision control, indexing, search and retrieval. As CMS is based online through web browsers gone are the days of the centralised website, you can access your site from any browser or computer with your own unique login and password. As CMS uses templates to for website structure and design, any updates or changes to colours, design, or navigational structures will be updated across the site automatically. As content is stored separate from design, the content created by all of your authors will be presented with the same consistent design. Through CMS your navigation is automatically generated and adjusted when you make any changes. With unique login’s you can assign roles and permissions to the individuals to prevent them from editing content they are not authorised to change. Most CMS are integrated with online applications and widgets such as forums, polls, ecommerce structures, search tools, news management and social media and networking. Most importantly CMS allows you to take control of your website, forget outsourcing to designers who will maintain control, hosting and maintaining your own website will allow you to frequently make the necessary changes in-house without having to wait for your designer to do so.
  • Templates are a great way of making sure your website looks and works efficiently. There are plenty of free templates you can download, as well as ones you can purchase online. Most DIY open-source web builders have an archive of templates you can use. The benefit of using a website template is that…
  • Joomla
  • Before anything you need to think about why you want a website, why you want people to come to your website…what is the aim of your website, what are your goals. This is where your determined vision and goals and your target audience you identified at the start come into play.
  • Customers and audiences are becoming increasingly discerning which is why we need to persuade people to participate and engage, you need to grab their attention, interest them in how your offering can benefit them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website. When using an online resource, particularly websites, design is key to grabbing a visitors attention and interest. When assessing your current website or developing a new website the AIDA marketing tool is an essential starting point for organisations or web developers. How does your website design capture people’s attention, interest and desire, and what action do you want your visitors to take when visiting your website.
  • Attention You need to be quick and direct to grab people’s attention. Determining the purpose and function of your site first will help engage people and focus visitor’s attentions on what the website can do for them. Bear in mind is that people will enter your site from any one of your pages. So you need to make sure that whichever page they enter through, the headlines, design, and navigation grab their attention. Make sure your content is: Honest Relevant Tasteful; and Clear Keep their attention level high by making a statement making an offering asking a question relaying facts And most importantly, make sure you tell your visitors who you are.
  • Interest Generating Interest is perhaps the most challenging stage. The primary reason people go online is to get information, not to be advertised to. You need create interest through providing appropriate information. Free information that is relevant, constantly updated, exciting and different will spark visitor’s interests. news, articles, facts, newsletters, polls and other features to keep them coming back. To maintain interest you need to give your website visitor’s a reason to stay. If the information they were looking for was easily found, you might just get them to the next step. The next key ‘Interest’ generator is design. Your design and content will decide if visitors stay or leave your site. You must look professional. First impressions count. Likewise consistency is key, the content of your page needs to be relevant to the headline or the ad that first caught the visitors attention. Remembering that every pages is a landing page and that you sometimes won’t know how the user got to the page in the first place, is important when considering design and consistency of your site, having optimised content on every single page is a key factor to your success.
  • Interest and Desire go hand-in-hand. To create desire, you need to help your customers or audience understand what your offering can do for them in a real way. You need to appeal to their personal needs and wants. So how can you create desire? Let the customer or audience member experience the product or service first hand. You need to build interactivity. Get someone to experience your offering in some way or another so that they can desire to own it or be part of it. Whether that is a youtube video, a regular blog, or a free taster. If you can appeal to the emotional side of your visitor and translate the benefits they’ll receive, not necessarily the features, you are more likely to create desire. With the advent of Data Protection and secure payment systems, it’s essential that you underline your credibility and trustworthiness to your visitors– which could come in the form of reviews from the press or your audience members, or implement secure site software and demonstrating their logo clearly, if you are asking for a sale transaction, two ways of generating trust, and by extension desire. Another way of increasing desire is to offer incentives – give these visitors to your site a reason to choose you and not someone or something else.
  • Finally, it is incredibly important that you be very clear about what action you want your customers or audience to take. Whatever the action is; subscribe to a newsletter, recommend to a friend, buy something,  create the attention on it, get interest, build desire, then ask for the action. You must ask for the action you want to be performed – if you want them to ‘click’ put that down clearly. Ask for the action. This is point where you should reinforce the fragile trust structure with guarantees, with data protection assurances, secure payment site logos or privacy statements. This should be the easiest part, because at this point you have almost convinced them, and they have the increasing desire to close the deal, to get in contact or buy. So don’t make this harder then it needs to be. Make your call to action as clear, as visible and as easy as possible. If your call to action say’s “call us now” display your phone number right there, don’t make them search for it. Don’t make them waste another click, require a minimal amount of work, and avoid aggravating your visitor.
  • Based on this the key website rules to emerge are establishing trust between yourself and your visitor, to communicate how your organisation or offering can make the visitor’s life better in some way offer your visitor’s a clean, simple and easy experience avoid making the user think unnecessarily, which can apply to navigation, content and the function of your website Create a design to establish you and your businesses professionalism clearly show your visitors the way to accomplish their goals without being confusing help visitors find what they need and then ask them to take an action.
  • Search Engine Optimisation is an essential element of any web marketing strategy. There are thousands of ways in which to increase traffic and visitors to your site, but like all things technological there are simple tips you can put in place yourself, and then some highly technical strategies which will require a higher level of knowledge and understanding. SEO is a set of processes that collectively work to increase website visibility by increasing search engine rankings. There is no exact science to SEO. The major search engines (Google, Yahoo, MSN) use a crawler to look at a particular website, and algorithms to analyse the site. What is considered successful SEO – processes that result in significant rankings (page 1 – 3 on Google). Remember a website must be found to be seen. Do people know who you are well enough to search for you? Do they trust you enough to buy from you? Have you built good will through community participation? What makes your site remarkable enough for others to talk about?
  • Before we start lets have a look at Google rankings. This application gives you an insight into the words people use when searching for content which your website could be providing them as well as your SE ranking. Search Engine Page Ranking is the way in which Google assigns a numerical weighting to your website with the purpose of measuring its relative importance within the web. A hyper link to your website counts as a vote of support – which adds to your total page ranking with Google. Identifying what your Google page rank is can give you an indication of how much or how well your search engine optimisation is, giving you a much better starting point when tackling SEO.
  • Keywords (1) First step and most important, your keywords. Start by thinking about the top 5 or 10 key words or phrases that you think your potential customers/ visitors will use to find you. If you’ve already checked your Google ranking then you already have a good starting point to work from.
  • Another tip for keyword research. Search and visit like or competitors websites and by using View> Source you will be able to see the source code or HTML code for the webpage. This will give you an insight into the keywords being used by these website. And can give you the edge you need to make sure your website ranks higher then theirs do.
  • On identifying your first set of keywords type these into a search engine and see what other websites the search brings up on the first page – they are doing the right things and you can learn a lot from them by researching their websites. You will also have a better understanding of the frequency of that keyword or phrase.
  • Keywords (2) Onsite SEO What to do with your keywords Titles It is important to use your most relevant keywords in your website pages. Search engine spiders will ‘crawl’ the title of each page first, so page titles are very important to get right. Make sure you use your top keywords or phrases here.
  • Meta Tag Descriptions The descriptions of your pages need to be ‘efficiently described’ to tell the spiders precisely what the page is all about using targeted and economical use of words. Meta Tags and descriptions are the HTML codes that are added to the header of a web page, after the title tag. These are not seen by the visitors to your website, rather they provide meta document data to search engines. The meta data is essential in enabling search engines to understand who you are and what you do, enabling the search engine to include your website in search results for people searching either for you or the services you provide. Example. Content Don’t overlook the value of your content as it too relates to SEO. Se sure to create unique content, focusing first on your main page and the introductions. This content should include your keywords, but be careful not to overuse them – search engines don’t ‘like’ word stuffing! Remember you are writing for people not for search engines.
  • Offsite SEO includes things like Link Building and social interaction. The point of offsite SEO is to have as many different websites and as many different web platforms linking to your website or to specific items on your website. The more links to and from your site will up your rankings, but remember your links need to be relevant, valid and of good quality. You can’t just link to anyone. To find out first who is linking to you a good place to start is http://wholinkstome.com/ You can also perform a good search by typing in Link: (your website) into the search bar.
  • Linking to others You can link to anyone you deem relevant to your website. However it’s good practice to email the website you want to link to just to let them know what you are doing. Not only is this good practice but it’s a good way of letting the website developers/ business know about you and your website and who knows you might get a backlink as a result. What types of links should you include? Really this is a decision unique only to you and your website, however it’s always good to have a theme or themes around your links. For instance if you’re a craft maker you could have a links page of people, places, items etc that have inspired your work. If you organise theatre shows why not link out to the theatre production companies you work with, perhaps the Theatrical Management Association, to reviews of theatre productions, to other theatres around the world etc. Basically you want to pick links which your visitors might find helpful, but also to attract attention to your website. But then again, why not have some fun with your links – perhaps you could have a links page of all your favourite websites, or interesting, funny, entertaining websites that give an insight into your character and personality. Which is a equally valid way to establishing more of a relationship with your visitors by allowing them an insight into who you are, you are more likely to establish trust and loyalty from those who also like or are entertained the same websites.
  • Backlinking How to get people to link to you. One great SEO tip is ‘deep linking’ this means that people are linking to multiple pages on your website, and demonstrates to search engine spiders that you must have a lot of worthwhile content. If all your incoming links end up at your homepage then it demonstrates a shallow website or one of little value by SE spiders. To generate ‘deep linking’ perhaps send suggestions of other potential links to other pages of your website to those who already link to you, suggesting that you too can link to multiple pages on there site. When someone does approach you for reciprocal links suggest that you both link to multiple pages on one another’s site right from the start. Also, adding social media bookmarks to all your pages, particularly those which you want to promote, will make it easier for visitors to bookmark alternative pages then your home page. I will talk more about social bookmarking a little later on.
  • Some Quick Tips Anchor Text – When picking your anchor text avoid ‘click here’ etc using more relevant keywords is far more effective as Search Engine Spiders evaluate text used in the link anchor text, along with who links where, which is a major way search engines get feedback from external sources. Image Links - If you use image links in your webpages make sure you include a text link, however you need to make sure that the text link shows up first in the source code, as SE spiders will follow the first link they find to a particular page, they won’t then follow additional links to the same page. And without a ‘name’ or ‘keyword’ being associated with an image the SE spider won’t rate your link as highly. Titles for Links – Give you links titles, you don’t have to use the website name or the url, this will help SE spiders figure this into their relevancy for a page, but it will also benefit visually impaired visitors who will now know where you are directing them. Mix it up – don’t be temped to use the same link or anchor text all the time, this will look like automation, something Google frowns upon. Use different combinations of words or phrases to title your links and anchors. Sitemap – Every website needs a sitemap, which should be linked to from every page on your website. This will allow SE spiders to find every page with just 2 clicks. For small websites your navigation bar can act as your sitemap, as long as it is clear from every single web page across the site. (how to create a quick sitemap http://www.xml-sitemaps.com/ SEO tip sheet
  • Sitemap – Every website needs a sitemap, which should be linked to from every page on your website. This will allow SE spiders to find every page with just 2 clicks. For small websites your navigation bar can act as your sitemap, as long as it is clear from every single web page across the site. (how to create a quick sitemap http://www.xml-sitemaps.com/
  • Blogs Google spiders love to crawl and index recently updated information and blogs, and blogs are a great way of creating fresh new content for the SE spiders. By setting up a blog you are not just adding an interactive and dynamic quality to your website but you are adding to your SEO strategy and boosting your rating all at the same the time. We’ll talk more about Blogs in the section on social media.
  • As I said there are hundreds of ways to optimise your website for search engines, we’ve explored the onsite and offsite SEO tactics, now I’m going to look briefly at how website design can influence SEO. We already know that interactive websites achieve better results then static sites due to the visual and aural stimulation of video, podcasts, onsite tours etc but interactive web design and SEO need to be compatible to work together. Unfortunately Flash is useless for SEO. The basics for a SE friendly website Using HTML rather then Flash. Using unique page titles and meta descriptions. Using your keywords and phrases effectively in titles and in the content of your pages. Clear and structured navigation – using text links rather then image links. An accessible sitemap on every page of the website. Clear internal links across the website, and make sure each webpage links back to the home page.
  • What is social bookmarking? Social bookmarking involves saving bookmarks (web addresses) to a public websites such as Digg or Del.icio.us so you can access these bookmarks from any computer connected to the internet. But most importantly these bookmarks are available for others to view and follow as well, hence the social aspect. It’s not feasible to become a member of all of the social bookmarking websites out there, but choosing a couple wouldn’t hurt. The following are some of the best social bookmarking websites available today: Digg Del.icio.us StumbleUpon Reddit Squidoo Furl BlinkList Blogmarks.net Ma.gnolia Simpy Spurl BlinkBits Shadows Raw Sugar Yahoo MyWeb Social bookmarking sites are excellent sources of links for SEOs. The backlinks can be very powerful and the indexing abilities of these sites are unmatched. Social bookmarking helps search engines find and rank content through links, providing a channel for the promotion of content. If you can place links well on social bookmarking sites this will really help improve your website traffic and assist with your link building efforts, increasing your SE ranking and even PageRank. Social bookmarking links are categorised by topic with tags or keywords, so traffic coming to your site is highly targeted. This ultimately brings repeat visits from qualified visitors, customers or audiences.
  • ‘ Share This’ The best way to encourage people to social bookmark your webpages is to make it really easy for them to share your content.
  • Basic Truths of SEO SEO requires time and patience. Expect to spend several months of quality SEO before you see results of great significance. Consider who else you’ll be in competition with and how similar their keywords will be. SEO requires regular additions of new content – to drive the SEO process articles, blog posts, press releases, videos, podcasts, etc are all important content that need to be integrated into the SEO strategy. SEO requires commitment to continued learning – the development of SEO is continual and fast-paced, you will need to devote some time to keeping up with these new developments. Basic Truths of SEO SEO requires time and patience. Expect to spend several months of quality SEO before you see results of great significance. Consider who else you’ll be in competition with and how similar their keywords will be. SEO requires regular additions of new content – to drive the SEO process articles, blog posts, press releases, videos, podcasts, etc are all important content that need to be integrated into the SEO strategy. SEO requires commitment to continued learning – the development of SEO is continual and fast-paced, you will need to devote some time to keeping up with these new developments.
  • Social media and social networking is a relatively new phenomenon, and one which is having huge benefits for businesses and organisations when they use them appropriately. Social Media is not a fad. It represents a fundamental shift in the way we communicate. Social Media comprises of online and mobile internet based tools and systems to allow people to share and discuss content and information. Sites like Digg and StumbleUpon allow people to share links from websites, and act as great ‘word of mouse’ mechanisms. You Tube and Flickr offer users the ability to share video’s and photograph’s across the web, and are being used to promote events and businesses in a more interactive way. Social Networking sees people sharing information within an online community. Sites such as Facebook enable people to build their own unique communities and networks, and can be made public or private, depending on the type of social networking page they want to create. These sites are another great way of communicating information, providing a human-face to organisations, and allow you to interact on a person-to-person level, rather then a business-to-consumer level. Successful organisations who use social media act more like event planners, aggregators and content providers then traditional advertisers. Social media is about Brand Community Customers Engage Traffic Don’t be rude, boring and be prepared to give.
  • There are so many social media tools available, which can often be distracting when looking at the roles and benefits that these applications can provide. In this section we’ll focus on the underlying themes in social media, the 4 C’s: Content, Collaboration, Community and Collective Intelligence. Together these 4 themes constitute the value system of social media, and while the tools many evolve and the buzzwords will change, the value system embedded in these 4 C’s will remain. The first C, Content , refers to the idea that social media tools enabled everyone to become ‘creators’, by making the publication and distribution of multimedia content free and easy. Collaboration refers to the idea that social media facilitates the aggregation of small individual actions into meaningful collective results. Collaboration can happen on 3 levels: Conversation, Co-creation, and Collective Action. The third C refers to the idea that social media facilitates collaboration around a shared idea, over time and often across space, creating a community around this shared idea. Collective intelligence is the idea that the social web enables organisations and businesses to gather together individual actions, but also to run software and analytics to extract meaning from them. Collective Intelligence can be based on implicit and explicit actions and often takes the form of reputation and recommendations. If you are interested more in the themes of social media there is an article within the resource pack.
  • Understanding the themes around social media will help when developing the way you want to work with social media. As a new and evolving media and technology it is important that you utilise these tools for your overall marketing strategy. Currently there are approximately 250,000,000 active users on Facebook, 77% of active internet users read blogs, 100,000,000, video’s are viewed daily on You Tube and there is an average of 3,000,000 tweets a day, the power of social media is outstripping other mediums of communication, particularly with online users now preferring social media and social networking as a means to stay in contact with people over email. All social media applications function on the same underlying themes, of content, collaboration, community and collective action. We’ll look at some of the more popular applications here such as Twitter, but it’s important to bear in mind that there are hundreds of social media and networking applications available to suit your needs and how you want to communicate and interact with your audience and customers.
  • Creating fan pages for your organisation is a simple but powerful way of connecting with people who consider themselves ‘fans’ of your organisation and are more then likely the more vocal proponents for your business, a facebook fan page gives these individuals a forum to express themselves, and by becoming a fan of your page help spread the word to their unique communities and networks.
  • Creating a Facebook Page
  • Create a username for your page Once you’ve created a page you’ll see that your url is a big long mash of letters and numbers making it difficult for you to easily promote your facebook page. So create your own URL username. By going to www.facebook.com/username you can modify your own personal profile username as well as any pages you manage. You will be prompted to create a new username and this is something which cannot be changed or revised once it has been created and saved. There is a big scary warning pop up but don’t be perturbed, just make sure you’ve got the right username written in and hey-presto you’re ready to go….
  • What should you be posting? This is down to what you do and what you are trying to get out of facebook. So first you need to identify what it is that you want facebook to communicate, and this could be a number of things. Artist  promote new artwork, to announce exhibitions, to talk about how artistic practices, to encourage feedback on artwork. Music Group  keep in touch with music group members, to schedule rehersals, to promote events and activities, to encourage conversations around the music they sing. These are 2 different examples of how people can use facebook – for external marketing and relationship building purposes or for internal management reasons. Rewrite.
  • Easy ways to engage your facebook fans Let’s face it your not going to go home tonight, set up a facebook fan page, have a dozen or so fans by tomorrow afternoon who are commenting, posting, discussing and all the rest by the end of day 2. No, unfortunately you do have to put in a bit of leg work. But it you set the tone for interaction and conversation right from the start then the process of getting your fans to interact and engage will be a more fluid and easier one. So how do you engage your facebook fans? Ask their opinion – Posting your content in the context of a question is an easy call to action. With a question you engage people’s egos and provoke viral distribution of your content. For every fan who comments on your page will have this posted on their friends news feeds etc. You do need to build trust and conversation with your fans first to entice them to comment, either that or have a couple of friends stand in as commentators to spark the initial conversation. Test their Knowledge – Consider testing people’s knowledge with a fun, relevant quiz perhaps tying this in with a promotion or giveaway. A clever quiz is not only entertaining but it means that the facebook user is spending more time with you and your organisation. Pair promotions with content – a contest or giveaway can generate great data and email addresses, but posting this on your page provides little or no incentive for your fans to share it with their friends. Boost their participation by tying the offer to content. I.e. tie in with a quiz. Thank your fans – Giving your fans something of value is a great way to show that you appreciate their continued support. However not everyone is in a position to give something or a lot away for free. You could pick out one random fan to thank personally, or you could thank everyone, either in a simple post, or perhaps by being more dynamic – use a youtube video, create a slideshow and post it to slideshare, make a podcast. Do something which will make your fans spread the love.
  • Twitter is another great example of how to reach out to a wider community. Whereas Facebook requires users to sign up as ‘Fans’ and posted information only reaches these ‘fans’, twitter is a more open forum. Anyone with a twitter account can ‘follow’ you, and likewise you can ‘follow’ like organisations, businesses, or people, which is another great free marketing tool. By following like organisations, their followers and the wider twitterati will be made aware of your existence, and enables you to widen your own online community. Why you should tweet Branding Traffic Networking Notifying customers Latest news Finding prospects Get feedback Make friends with peers Track your competitors SEO – your name, inbound links Mobile – everywhere A more personal, conversational, and interactive micro blogging site. Often you’ll find that it you simply post advertisements and use these very overtly for marketing people will be less inclined to follow you. Tips for twitter Can register twice – as an individual and as your business Make sure you fill in your bio and upload a photo of YOU Be precise – you have 140 characters to tweet Make sure you add your url
  • 5 things to do as a New Tweeter Work out why you want to use it – What is your goal? If you define how you want to use twitter and set yourself some goals then you are much more likely to use twitter better and get more out of it. You need to tweet – You need to start tweeting in order to build your following, your tweets are what interest people enough to follow you – they are your best advertisement. Follow others – search for interesting people to follow, those from similar backgrounds, interests, within the sector. Following people increases your opportunity of people following you. Get Interactive – You now need to reach out to others. First, thing about writing things other will want to interact with. Ask a question for example, keep them relevant to your goals and be willing to reply to people’s answers. Second, respond to what other people are saying. The ‘reply’ feature on twitter is an easy way of responding to someone, and should be used regularly. Don’t Spam – Don’t just promote your own content, be careful to not look like you are spamming people, balance these tweets with other more natural and organic conversations. Also don’t just promote your own links, promote others to. Keep them on topic and interesting and your followers will thank you for the links you suggest.
  • Hashtags Hastags # are an excellent way of tracking conversations on twitter or finding out what people are talking about. Using hashtags is more then simple, basically if you are writing a post and you want to track the theme of that post insert a hashtag before the word: By clicking on those hashtags you can then see all the conversations around the theme Beauty – you can follow the conversation, potentially find new followers or people to follow and it promotes your twitter page and keeps you engaged.
  • Hashtags.org is a fantastic additional resource for you to see what conversations are happening on twitter in real time. Type into the search bar a topic, word, phrase and press enter to see what is being said in tweets. This is also another great way to monitor what is being said about you or your organisation.
  • Tips and Tricks Use your other online profiles to promote your twitter page. Use them to springboard into twitter. Your blog, your website, links from any profile and contact pages. Feedb your twitter into facebook. Add it to your email signature, business card, mention it at interviews or guest posts. The same really applies to promoting any of your online presences. Tweet and tweet often but do create time for reactions. The more active you are on twitter the more likely you are to have someone find you from within twitter and add you to who they are following. Every tweet you do comes up in the Twitter Public Timeline. Tweet too regularly about nothing worthwhile and you will run the risk of losing followers, so be consistent, rather then tweet everything that comes into your head try to stick to one topic at a time and create pauses between them to let others interact. Be conversational – found that the days when you interact more with twitter users the more new followers sign up. Everytime you reply to someone and have them reply to you your Twitter ID appears in the feeds of others giving you great exposure to potentially thousands of twitter followers. Asking questions is a great way to get conversational and reply to others questions and ideas. Key – be conversational about topics that will interest others. Provide value – if you are interested in growing your twitter influence you needf to provide followers and potential followers with value. If you can help enhance peoples lives in some way they are more likely to want to track with you and read more of what you have to say. Basically your conversation should ‘matter’ on some level. Bonus – be yourself and tweet from the heart , don’t stress about the numbers and connect genuinely with your followers and let the rest take care of itself.
  • Schedule your FB messages using Sendible Sendible lets you send just about any kind of message from one place, including Marketing Emails, Blog Posts, Facebook Fan Page updates and Tweets. Sendible also provides reports and analytics on every message you send.
  • YouTube has been a revolution on the internet for sharing videos of all topics genres and interests. There are 24hours worth of videos uploaded every minute making it the second largest search engine in the world. Most videos generate a one-time audience response, as few people look for the same video again, although they are likely to share your video through their own online networks and websites if the video is something they deem worthwhile to share. To reach out to your audience and to keep them coming back to view the videos again here are a couple of tips:
  • Optimise your videos – it’s vital that your videos are optimised with the desired keywords and include ‘comments on’ for community discussion. One is not enough – like your blogs and social media you need to upload videos frequently to build an audience. Content is key – keep in mind when creating videos that views will come back to view then again and share then with their friends, only if the videos are information, original and interesting. Leverage social media – share your videos across your social media and networking channels, which can be easily shared through the share option provided by YouTube. Embed your videos in your blog – this will generate higher views for the blog as well as reaching out to the desired target audience. Youtube is rich with video content, so don’t feel you have to create your video content all the time, in fact linking to other relevant videos through your youtube channel or embedding them into your blog, website, social networks etc is just as valid.
  • Don’t want to make videos – why not use photos or slides and create a slideshare video.
  • You can add sound if you have an audio recording. You can then embed this onto your websites, to your social networks or blog. A great way of creating a dynamic programme brochure!
  • The Content The 4 basic steps for creating a podcast. Plan – It might feel a bit uncomfortable recording your own voice to be downloaded from the internet, but with a little planning you will be more likely to stay focused. You’ll produce a better podcast and attract more listeners. Most important decisions Podcast topic – If you are interested in podcasting you need to determine why you are podcasting, for what goal? You don’t need to use podcasting for marketing or promotional purposes (although this will be a side benefit of podcasting), talk about your interests, your passions, your hobbies, your area of expertise, OR you might want to use podcasting to promote what you do. Perhaps you could podcast your programme for the season with interviews with those performing? Podcast format – The questions to ask when choosing a format for your podcast Will you be doing the podcast solo or have other hosts? What segments do you want to do i.e. tip of the day, reviews, breaking news, interviews etc. How long will your podcast be? How often will you release new shows? Will you just be talking or will you play music as well? (if you plan to use music that is not your own you MUST get permission to use it. It’s not legal to use copyright material in your podcast without permission.) Maybe you will buck the norm and come up with something completely different? There are NO rules in podcasting just keep it legal! Choosing a location for your podcast – Have a place set up with your podcasting equipment ready, make sure this is a quiet space free from distraction. Make sure the room doesn’t echo too much reverberation when you record. Apparently recording in your closet is the closet you will get to recording in a studio vocal sound booth.
  • Portable recorders: iRiver or Creative MP2 players – these are MP3 player brans that come with inbuilt microphone. Record to your player and transfer this to your computer. Digital Camcorders – You can record audio clips with camcorders. Experiment with the sound recording properities first before jumping straight into record. Your laptop – if you have a microphone and some headphones then why not use your laptop, usually better placed for meetings, interviews or more confined events, don’t think about walking and talking at the same time! PDA – any Blackberrys, Palms, Treos have inbuilt microphones to record your voice to an MP3 file.
  • http://www.how-to-podcast-tutorial.com/00-podcast-tutorial-four-ps.htm http://audacity.sourceforge.net/ http://wiki.audacityteam.org/wiki/Category:Tutorial
  • Audio Boo – video http://vimeo.com/10094628 Audio Boo is a simple way to share audio. What you could use audio boo for: impromptu interviews to put on your website. Ambience that sound great, Music you’ve made yourself, A radio show, Tips etc. Words on the web, iphone and android devices – Soon to be adding Blackberry, Nokia, and Windows Mobile. Process of setting up an account right through to publishing is explain so clearly on the website.
  • Wordpress – offer an easy way of installing mp3s to your blog.
  • Blogging is another great free marketing tool, and a popular social media application. 77% of active internet users read blogs on a regular basis. Blogs Why do we use blogs? To build base of regular readers, subscribers and customers Human face for your business Engage with your readers Produce new content and SEO Traffic generator for your website Cost effective marketing tool. The things to talk about Your news Stories about people in your business Offering expertise Views on the marketplace Videos of your business or people Information about your business such as exhibitions, trade shows etc Product or service reviews Sector interviews How you work with your customers Case studies and customer testimonials
  • Wordpress There are hundreds of blogging platforms available for you to use, some for free some at cost. I am going to use wordpress as an example, not only because it is one of the leading blogging platforms, but also because of how integrated and streamlined the platform is to use. Also, HI-Arts is in the development phases of a new dedicated Arts and Cultural blogging network called northings.com which will allow cultural, arts and creative individuals, groups, organisations etc to set up their own blog pages but be able to connect through this dedicated blogging network with other bloggers across the cultural and creative sector. First there is the wordpress.org website – where you can download the software to start blogging.
  • First, you do need to download the software to use wordpress, this is a safe and reliable download which will give you access to all the editing backend platform of the blog site. Wordpress.org Once you have downloaded the wordpress software and created an account following the instructions you will need to direct to wordpress.com.
  • Feedburner
  • Myspace So what is Myspace.com? Myspace is a website where anybody in the world can create a free “personal” web page (i.e., my space). Once you have created your personal web page on myspace, then you can connect your page to other people’s myspace pages by clicking on a link to request to be a person’s friend. Myspace is one of the earlier social networking sites to be introduced into the web, and remains popular with teens and those in their early 20s. IN the past myspace was used by businesses as their sole web presence. However, the popularity of myspace as a social networking site has been decreasing recently, primarily due to the popularity of facebook.
  • Negative or Positive people really like customer reviews (and they tend to trust these more then other reviews). According to one study by Internet hosting site 1&1, 4 in 10 UK shoppers rely on independent online reviews or recommendations before buying items. And 1 in 4 consumers look for customer service commitments on the store’s websites. The way people shop has changed radically and consumer behaviour applies to the arts. So what happens when you do receive a negative comment either on your website or through your social media networks? Embrace it! Turn the negative into something positive. This is a fantastic way of showing you have nothing to hide and realistically you can’t prevent negative comments from happening and getting out into the Ethernet nor can you please everyone. So embrace it. The advantage to being online and social is that you can respond instantly to any negative criticism, and by responding yourself you can engage in a dialogue with the commentator in the open for everyone to see. So if you can rectify a customer’s complaints or bad experience do so, and make sure it’s relatively public. Or perhaps you can highlight more positive aspects of the customers complaint, or of your business/organisation. What you want to encourage is for your positive and supportive customers/audiences to be compelled to comment themselves on the negative criticisms. Tips for handling negative comments Continually monitor online conversations for mentions of you, your organisation, your product or service. This will enable you to respond quickly to enquiries for information, to head off any potential problems and to correct misperceptions and errors. Be proactive. Consider how you can improve what you do before anyone has the opportunity to criticise it. Acknowledge their point of view and perhaps get them involved in providing a solution. After they see the effort that you have made, they may very well become an advocate. Word travels fast on social networks, so respond quickly. Having an online presence enable you to address the situation immediately, and to share its actions with key audiences before misconceptions and incorrect information can circulate widely. Don’t remove negative comments or criticisms from social media networks, do that and you’ll undermine all the good work you’ve done so far, it will only aggravate the commenter, or move the conversation elsewhere. Some comments do not warrant a response. For instance ‘Trolls’ are internet users who primary goal is to incite arguments and trash brands. In these cases responding only exacerbates the situation, prompting the troll to continue. Something to watch out for, but unlikely to occur. Don’t forget that a hasty reply to the commenter will have obvious implications for this particular person, but all your fans and followers will see this too. Consider this, if you have put the time and effort into cultivating an interactive relationship with your fans and followers then you may find that you don’t need to respond at all, your loyal fans will defend you. There is nothing more powerful then a customer, or audience member, responding to a complaint instead of you or your organisation.
  • Monitoring Social Media Conversations Social mention Cloud Sound
  • Links directly from your website If you are going to engage with social media then you need to display these sites clearly on your website. create a ‘follow us’ tab in their navigation to house all the different social media and social networking applications visitors can sign up to, follow and interact with.
  • How to navigate social media Pick your network carefully – not every social media platform is right for every individual, pick one that not only suits you, one that you want to use, but preferably one which is being used by your current audience. Work with one at a time and see that works. Start slowly – you will need to learn what your own capabilities are, learn from others and be willing to make some mistakes along the way. Find a mentor – Everyone in business has at some point along the way had someone who has an experienced hand. Such is the case for social media, find someone who knows how it works or follow someone out there who is using it in the way you would like to use it and learn from them. Learn to be at ease in this environment – if you’re new to social media then it can feel a somewhat unnatural state. Relax. Once you realise that there is really very little that can go wrong, you’ll soon feel more at ease with using social media. Finding a Quick Route – when using social media you have to expect all kinds of challenges along the way – customer feedback, current climate, how to achieve your goals. The best laid social media plans include contingencies to deal with these. The course therefore is less then straight. You can’t control the tides of change – but you can control how you handing yourself online and through social media. Social media is evolving and influencing and being influenced by trends, people and business. So do keep an ear out and listen to what people are saying and how they are reacting to social media. When it all goes wrong – you need to be prepared! Having a well planned and thought out strategy will help you react when anything does go wrong. Take some chances – you should! “ twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbour. Catch the trade winds in your sails. Explore. Dream. Discover.” Mark Twain
  • The most important aspect to consider when using facebook for your business or organisation is the fundamental purpose of facebook – to be social. Don’t forget that facebook was designed to keep people in touch in a light hearted, informal, interactive social manner. In order to be successful on facebook you need to think like a facebooker! The second most important aspect to remember about facebook is that when you leave a post all your fans will see this. Now I know this sounds like an obvious statement to make, and is the purpose of facebook, but remember this is happening in real time . So if you decide that Tuesday is your facebook day and you post 1 comment every hour for the duration of your working day that could amount to 7 posts, 7 posts which your fans will see all of on the same day, ultimately you’d be bombarding your fans with information, and I’m afraid that doesn’t go down well. You need to be consistent, reasonable and exciting when posting on facebook. I would recommend posting a minimum of once a day and unless there are a number of incredibly exciting items you want your fans to know about, then a maximum of 3 a day.
  • As we have been exploring the essence of marketing online or offline is communication. One popular business management system used to improve the efficiency and effectiveness of communicating the right message to the right person, is through CRM, Client or Customer Relationship Management. What is CRM? It is the way in which we collect, store, manage and use the data you have on your customers, clients or audiences. Why do we need to manage our customers? We need to make sure we are collecting the right data and enough data to enable our marketing, promotion and audience development to work efficiently. We need to make sure that the information you hold on your customers is secure, safe and protected under the laws of data protection. We want to be able to find, search, and use, the information we keep, effectively when marketing and promoting events or activities etc. We want to make sure we can use the data we hold to support our work, justify our existence, and make sure we are communicating to the right people. On the whole as individuals you won’t need to install a hefty computer system to manage your customer information, you can do this through a simple excel spreadsheet. Alternatively there are plenty of free online applications you can use to manage your Customer data.
  • Why relationship management? Ultimately any communication you have with your customers forms the basis of a relationship with that individual. You need to manage that relationship in order to encourage their loyalty to you or to your organisation. Not only that but CRM is a fantastic way of learning more about your audiences or customers needs and behaviours in order to develop stronger relationships with them. While many businesses use CRM through a technological component, it is far more effective to think about CRM as a process that will encompass all information about your audiences, sales, marketing effectiveness, responsiveness and market trends. The essence of CRM is to ensure that you recognise the value of your audience and to capitalise on improved customer relations. It’s clear therefore why CRM is so important. It not only allows you to retain and expand your current audience, whereas it is extremely costly to find new customers and audience members, but it allows you to really understand who your audience is, what types of behaviour they demonstrate and how you can then make changes to suit their needs and desires, engaging them in the best possible experience.
  • So what type of data are we talking about collecting here? The basics names email addresses addresses phone numbers websites who they work for All the extra info what events they attend what activities they’ve participated in what products they’ve bought emails, phone calls or drop in questions, queries and enquires if they are involved in your organisation and in what capacity Age – if possible The information you collect depends on the nature of what you do. If you are an artist looking to sell your work then you would want to record which customer bought what, at what time of the year, did they pay you in cash or credit, do you know if they were buying it for themselves or as a gift… the list can go on. Alternatively maybe you work for a theatre you’d want to know what events they have attended, when they attended, if possible who they attended with, have they attended any other activities or events the theatre runs, do they volunteer for the organisation, have they donated money to the organisation, are they on your mailing list, are they friends or patrons, did they have an specific accessibility needs etc.
  • So why do I need to know all this? Knowing more about your audience means you can market to them better and grow your audience more effectively. You’ll be able to recognise trends through the data you collect as well as recognise who your loyal customers are, your frequent customers, your part-time customers (those that come maybe once or twice a year for instance) your one-off customers and your dormant customers (maybe someone who has not been a customer for a year or so – you determine the terms of how you define your customers). With this type of information for example you might find that: There is a group of 20 female OAPs, all within 1 hours drive from your venue, each attends an average of 2 to 3 times a year over the winter months, some for many years. Your data shows that each woman has attended at least 2 productions by the Highland Theatre Group, and that they all prefer to attend musical performances. Finally your data shows that other then buying tickets for these shows, these customers do no engage with any other activities or events you run. What would you do with this information?
  • Market the events of the theatre group more specifically to this group before the winter months to encourage advanced booking. Maybe offer this group a discount for their loyalty. Perhaps a free tea, coffee, drink with their ticket, or a % of advanced booking. Try to promote the other activities or shows run by the theatre which would appeal to them (based on knowing they like the same theatre group). Ask these ladies along for a special focus group session to find out why they only attend in the summer and for specific shows and not others. There are so many options – but the benefit is that you know more about your customers and can target specific marketing, discounts or offers, or ask specific questions to them directly.
  • There are plenty of off-the-shelf, bespoke or managed CRM solutions you can buy into, these will require investment and expense and are often suited to large-scale commercial led enterprises.  Audience Base
  • For arts and cultural organisations there are a number of different CRM systems which you can implement at no cost at all. For a simple and straight forward solution to CRM, HI-Arts developed Audience Base as a free, downloadable system, designed specifically for the arts and cultural sector. Audience Base allows you to electronically capture audience information as well as make bookings for your events or shows.
  • Using an electronic online platform is another great way of establishing your CRM solution. There are a number of free or relatively inexpensive online CRM systems. Software companies such as Salesforce and FreeCRM offer systems which allow you to input and manage your contacts, use integrated email campaigns, track sales and manage your customer service. freecrm.com There are plenty of off-the-shelf solutions, tailored solutions, and package deals available online. Alternatively, you can set up your own CRM by creating an EXCEL document, with this option, you will need to identify first what information and data you actually need before adding in names, emails and birthdays.
  • eMail campaigns are becoming a fast and effective tool for marketing and audience development strategies. The benefit of email campaigns is that you can really target and structure your mail outs, which is often costly and difficult through print. You can target your emails in a variety of ways, for instance to key groups, to certain demographics, to those in certain geographic locations, or through attendance. There are hundreds of online email campaign systems you can subscribe to for free, which will allow you to design, send and track your email campaigns. Email campaigns are a viable way to grow and expand your business or organisation. So what are the benefits of email campaigns? You’re able to communicate important news to people who wouldn’t otherwise know about it. It will keep you on the minds of potential audiences, customers or participants. It can make your sales process easier and more productive if you are an online or offline seller. It helps to get people to know you in a light and informal way. It helps start conversations with your target audience.
  • Contrary to email campaigns of yester year, eNewsletters or eBulletins do not have to be a formal affair, rather a short and to the point email can be just as effective. So what should you write about in an email campaign? What should you share? New products, events, services, activities, etc What you are offering people. Discounts or special offers you might be running. Recommendations of products, services, activities etc. News of new partnerships or collaborations, new projects etc. Articles, blog posts and other information resources. Exhibition, event, activity launches. Surveys or requests of feedback. Things to watch out for. Make sure you are sending emails in moderation and when you have something valuable to say. Give people the chance to opt-in before you start sending emails and make sure there is a clear way for people to unsubscribe. If your sending too many, too often and unsolicited emails then you are only hurting yourself.
  • 5 tips 1. Focus on one message per email, unless it is a newsletter. If your email is full to the brim with information it’s unlikely your reader will read everything. Also, make sure the message of your email is in the subject line. 2. Customise your message, with email campaign systems you will be able to do this automatically. Try to use the recipients name in your message for instance. People are more likely to read it if you personalise it. 3. Include a call to action in each email you send. You should clearly spell out exactly what you want your recipient to do. Make your links obvious and call attention to any special directions you provide. It is okay to be repetitive, include you call to action at the top and mention it at the end as well. 4. Use a template. Take time to customise your email, reflect the colours, fonts and other elements of your brand. Using the same email template for your messages will help your recipients recognise your business or organisation and generate greater feelings of trust. Also provide a plain text version of your message, basically an email stripped of special formatting. 5. Watch your stats. Email marketing services provide campaign statistics and analytics, this monitors the email accounts that open, click, bounce or unsubscribe to your emails. This will let you know what works and what doesn’t work. Are more of your activity announcement emails getting opened then the newsletters you send round? Should you then stick to activity announcements? To begin with try different formats and link placements to gage your success.
  • Electronic Commerce Buying and selling of goods and services on the internet Benefits: increases your sales without increasing your budget or costs expands the size of your market from a regional to national to international level Enables you to reach a more targeted market – allow you to focus on a select group of customers Will offer you a competitive advantage. Whatever you are offering the internet levels the playing field and allows you to compete with bigger business. Reaching customers around the world 24 hours a day.
  • But growing your ecommerce business online requires careful planning. Should take into consideration: Establish your identity Find the right online home Build an attractive storefront – same elements discussed in relation to website design Make it easy for customers to pay Let the world know about your site Some considerations for ecommerce web sites that require planning are: What will you initially sell on your web site? How will you get a stocked supply of the item(s) you choose to sell? (You can make them or purchase them through vendors) How much will you charge per item? How much do your competitors charge for sell similar items? Which web host will you choose? Will you need a merchant account to process credit cards? How will you ship the orders out?
  • For small and medium sized ecommerce businesses Internet Service Providers (ISP’s) or web hosting companies are ideal. ISP’s and web hosts should provide your site with web space, web server software, access to a high-speed internet connection, tools for managing and maintaining your site, customer support and e-commerce features. When using a web host you have far more control on the design and navigation of your ecommerce store. The two most important aspects to bear in mind if you opt for this route is: To be clear about how to add an item to your shopping cart And; state your privacy and data protection policy clearly.
  •  http://virtuemart.net/home/demo a great help section.
  • Using an online marketplace AN alternative to web hosting is to sign up to an online ecommerce marketplace. Benefits: Access to loyal customer base immediately Marketing is assumed by the online marketplace Access to professional website, with the latest technologies and applications You can customise your profile and shop policies You’ll be part of the wider online community, with direct access to support and advice from the marketplace developers and other online sellers An online marketplace will provide your online security and safety, protected through SSL Encryption – a powerful encryption algorithm used in credit card processessing and ecommerce cart scripts. The safest way to protect your customers.
  • When you are designing your ecommerce website it’s important to consider the following aspects. Will you require customers to login to order What are your return policies How are you describing your products, what images or videos are you using What type of search, filtering or sorting application will you have to enable customers to search for what they want What your check-out button will look like, where it will be positioned and when will it first appear. What type and level of customer service are you able to provide.
  • Is specifically designed for artists to set up shop. Providing clothing designers, bands, jewelry makers, crafters, and other artists with customisable store to sell their items online. Unlike setting up your own dedicated ecommerce website, Big Cartel, like other online marketplaces, sets you up with merchant accounts, server configuation, and software installation. Big Cartel is hosted and ready for you to get started immediately. This is designed to work through PayPal. With BigCartel you need a paypal business or premier account
  • Examples of Shopify
  • If the event is free it’s free to use eventbrite. If you are selling tickets it costs 2.5% of the ticket value and $0.99 per ticket.
  • Online shoppers want to know that their personal information and credit card numbers are protected. If your web site only offers one or two products, you can set up a PayPal account and accept credit cards from purchasers. However, if you are going to offer a variety of products, you will need a secure shopping cart and a merchant account to process credit card orders. VeriSign is the industry leader in ecommerce shopping cart and secure transactions. The company offers affordable, reliable solutions for ecommerce businesses. Unless your web designer chooses another company, I recommend using VeriSign. You can learn all about merchant accounts and shopping carts by visiting their web site at www.verisign.com .
  • One final note about ecommerce web sites: Don't forget about the shoppers who do not use credit cards online. Offer your shoppers a printable order for so they can pay by check or money order. They will appreciate it, and you will get more business from a larger market.
  • Web Analytics is a great way of capturing data about how your audience and website visitors interact with your online presence, which can be filtered into your wider marketing strategy. Web Analytics collects and reports on internet data to enable you to understand and optimise your website and your visitors web use. Once you’ve got your website you’ll want to know who’s visiting it. Using analytics allows you a better insight into what your visitors and readers are doing on your site and what they are looking for.
  • Website visitors and their value The primary goal of a website is to create value through the dissemination of information; it makes sense to see how each type of traffic helps to accomplish that goal. There are now four main sources of website visitors: Search Engine Traffic, Direct Traffic, Referring Traffic and Social Bookmarking Traffic.
  • 1. Search engine traffic People from search engines are looking for specific information. They have taken the time to search for what they are looking for and choose your website from the search results as it described what they want. Depending on how accurate your description is, the value of the information that comes up ranges widely. Generally, these visitors are only searching for a specific bit of information, and often won’t stay long on your website, leaving once they have found what they are looking for. Unless the visitor feels strongly about something on the website, or has had their interest sparked beyond their initial search, they are unlikely to participate beyond that. The advantage of this type of visitor is that because they don’t hang about, your marketing campaign can reach a lot of “unique” people for the number of pages they view. You get a large number of different people looking at your marketing campaign, increasingly the chance that someone will be interested in your offering. 2. Direct Traffic These are people who have heard about your website from a friend or colleague or has been to your website previously and are returning. Instead of using Google to find you, they go directly to you. The value you bring to this type of visitor is enormous. You are providing them exactly what they want to see. However, there will still be a number of people who just want to “check you out” or a loyal subscriber. This is the type of traffic that exists for community driven websites, such as forums. A key benefit of this type of visitor is that they create a lot of content and can spread the word via their networks and communities.
  • 3. Referring Traffic Are visitors who have been told about your website, whether that is a friend or a link from another website. This type of visitor is more targeted than search engine traffic. These individuals have been referred by a reliable and trusted source that is already familiar with your website, so they know of the value that can be found there. After visiting your site, they are more likely to convert into a loyal subscriber of your website and actively participate in it than other forms of non-direct traffic. This depends on the quality of the referring source. 4. Social Bookmarking Traffic Perhaps the least desirable form of traffic in terms of value, as people who see an interesting title that has been voted high on a social bookmarking website, such as Digg, and click through to “check it out”, aren’t actively searching for the information you provided, and are less interested in your material than any other type of traffic. It’s the difference between sitting in front of the TV and flicking through channels versus someone eagerly turning on their TV for their favourite TV programme. The up side of this type of traffic is that there is a lot of it. When an article or news item of yours ranks highly on a social bookmarking site, it’s not unusual to receive a few thousand visitors a day. This creates buzz and viral marketing for your website that will bring about the other more desirable forms of traffic. A small percentage of visitors will actually be interested in your material and may convert to be active participants. Since the amount of visits are so large, this percentage may be on par with other forms of traffic.
  • It’s important to have a plan for reviewing your web analytics so that you can get the best out of your analysis. What your analytics will tell you Your data will allow you to recognise trends in your web traffic. For instance: Do most people visit your site at particular times? Which pages are most popular? Do your readers browse more than one page before leaving? What is the average length of time your readers stay? Do your readers come from search engines? What pages are primary exit pages for your site? Who are you linking to?
  • One of the most powerful website analytics tools available to you today is Google Analytics, with the relatively simple addition to your website code it is possible to monitor not only how a visitor finds your site, but how they interact once they are on it. This is in no way a definitive list of the information Google Analytics provides, however you will be able to see data on: The frequency and total number of visitors to your site through an online dashboard. The average number of page visits made by visitors, The bounce rate – the number of visitors who once landing on your website immediate leave, The number of pages viewed by visitors, and their average length of stay on the site, And the number of new and unique visitors to your site. Google Analytics are also able to breakdown where your visitors have come from, from referring sites, search engines, and direct visitors. Due to the amount of data that Google analytics generates it does come with a bit of a learning curve, which can be intimidating at first, so this section is designed to ease you into the application.
  • Depending on the website service you use you will either have to manually paste the code into your website, or as demonstrated by moonfruit.com the creators have made it super simple. Just copy, paste and click OK. To enter if manually into the HTML code once you find the code snippet, copy and paste it into the bottom of your content, immediately before the </body> tag of each page you are planning to track. If you use a common include or template, you can enter it there.If you are planning on adding your Google analytics to your blog again depending on the service you use you may have to enter this manually or the creators will have streamlined the process by integrating with Google analytics, like wordpress. As you’ve seen in the video Google analytics offers so much information, that too cover it all here now would need an entire workshop in itself. So I’ve compiled a tip sheet to give you a better understanding of what everything means.
  • How to translate this into insights? Once you’ve collected the data and have the analysis you should consider how you can improve your website. For example if you find that there is one particularly popular page that you were unaware of, you might consider adding more links to other pages or documents on your site from that page. Or if you see that most visitors arrive at your home page and then leave then you know that there is room for improvement on the home page. Consider holding a focus group with some of your web visitors (if you have their email addresses) or by asking friends or colleagues to consider how you can entice visitors to go beyond your homepage. You should always be seeking to inspire your website visitors. Making changes to your website should be a continual thing and your changes should be exciting for you and your visitors. Finally web analytics is an on-going process. Once you’ve made a change you should really track its success and effectiveness and evaluate through your web analytics.
  • Web Marketing for the Arts 2010

    1. 1. Web Marketing For the Arts Sian Jamieson Audience Development Coordinator e: sian@hi-arts.co.uk T: @HIArtsAudiences Fb: www.facebook.com/HIArtsAudienceDevelopment
    2. 2. Information, Links and The Presentation
    3. 3. STOP! What 2 things would you change about your website right now?
    4. 4. Today’s Workshop <ul><li>Where to start with Website Development </li></ul><ul><li>Effective Website Design </li></ul><ul><li>Getting Seen: Search Engine Optimisation </li></ul><ul><li>Using Social Media and Social Networks </li></ul><ul><li>Managing your Customer Relationships </li></ul><ul><li>Effective Email Campaigns </li></ul><ul><li>Setting up for eCommerce </li></ul><ul><li>Insights into Analytics </li></ul>
    5. 5. Interactive Collaborative Frequently updated User controlled Passive Static Rarely Updated Webmaster controlled What is Web 2.0?
    6. 6. Getting Started: Website Development First Things First How do you envisage your website? What do you hope to achieve with your website? Who do you want to visit your website? In other words… VISION, AIMS, & AUDIENCE
    7. 7. Vision What do you want your visitors to think of you? What is the lasting impression you want to leave with your visitors? What are the long-term aspirations of your website? Conveyed through good website development & design
    8. 8. Aims What is it you want your visitors to do on your website? What do you want to achieve through your website? Conveyed through good website design
    9. 9. Audience Who are you wanting to attract to your website? Why should they visit your website? Where are they coming from? Conveyed through good website Promotion & use of analytics
    10. 10. What makes a good website?
    11. 11. <ul><li>Capture and communicate the value and benefit your providing visitors. </li></ul><ul><li>Make an immediate connection when visitors enter your site. </li></ul><ul><li>Be consistent with your overall brand and communications. </li></ul><ul><li>Create a beautiful, professional and highly- functional experience. </li></ul>
    12. 12. <ul><li>So what are the key elements of your website? </li></ul><ul><li>Calendar of events, shows, performances </li></ul><ul><li>eCommerce </li></ul><ul><li>Photo galleries </li></ul><ul><li>Blogs </li></ul><ul><li>News </li></ul><ul><li>Social media content </li></ul>The key elements of your website carry its success.
    13. 13. <ul><li>The Navigation Structure </li></ul><ul><li>Font Selection </li></ul><ul><li>Creative Copy </li></ul><ul><li>Image selection and editing </li></ul><ul><li>Icons </li></ul>The little touches that have high impact. What separates your website from everyone else’s?
    14. 14. <ul><li>User Ease </li></ul><ul><li>Organised and intuitive navigation structure. </li></ul><ul><li>White space – Avoid adding too much to the home page </li></ul><ul><li>Multiple ways to access one piece of information. </li></ul>Making it easy for your visitors and for yourself. <ul><li>Management and Manageability </li></ul><ul><li>A Content Management System </li></ul><ul><li>Ability to make changes and updates without the need of an IT expert. </li></ul>
    15. 15. Who is going to develop your website? <ul><li>Option One: Do-it-yourself </li></ul><ul><li>You personally </li></ul><ul><li>An internal member of staff </li></ul><ul><li>A volunteer </li></ul><ul><li>Your intern </li></ul><ul><li>Option Two: Outsourcing </li></ul><ul><li>A Design Company </li></ul><ul><li>An IT Firm </li></ul>
    16. 16. Outsourced… You’re outsourcing control of your site!
    17. 17. Website Specification Plan
    18. 18. Content Management System (CMS) A collection of tools designed to allow the creation, modification and removal of information from a website.
    19. 19. Benefits of Using a CMS <ul><li>You don’t need to understand or know any HTML coding. </li></ul><ul><li>Maintenance is decentralised. </li></ul><ul><li>Site structure and design can be easily changed. </li></ul><ul><li>Navigation is automatically generated. </li></ul><ul><li>You can configure access and restrictions. </li></ul><ul><li>Access to dynamic content. </li></ul><ul><li>You have control. </li></ul>
    20. 20. Open Source CMS Solutions
    21. 23. Effective Website Design It takes less then 10 Seconds to grab peoples attention Less if your website takes 4 seconds to download
    22. 24. Aims & Audiences Targeted and Segmented Disseminate Information Sign up to Mailing List Buy
    23. 25. AIDA A ttention I nterest D esire A ction
    24. 26. Attention Be Honest, Relevant, Tasteful; and Clear. Make a statement Make an offering Ask a question Tell them something
    25. 27. Interest Why should I stay?
    26. 28. Desire Appeal to personal needs and wants.
    27. 29. Action Purchase a Ticket. Sign up for a Newsletter. Buy a product. Recommend to a friend.
    28. 32. <ul><li>Establish trust </li></ul><ul><li>Make life better in some way </li></ul><ul><li>Offer a clean, simple and easy experience </li></ul><ul><li>Avoid making the user think unnecessarily </li></ul><ul><li>Look professional </li></ul><ul><li>Clearly show your visitors how to accomplish their goals </li></ul><ul><li>Help visitors find what they need </li></ul><ul><li>And; Then ask them to take an action. </li></ul>Great Website Rules
    29. 33. Any Questions?
    30. 34. Be Seen: Search Engine Optimisation <ul><li>Do people know who you are well enough to search for you? </li></ul><ul><li>Do Search Engines know you well enough to recommend you? </li></ul><ul><li>What have you done to get noticed? </li></ul>“ If I built it, they will come” The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches. So What is Search Engine Optimisation or SEO?
    31. 35. Google Rankings
    32. 36. What are your keywords?
    33. 37. Keywords Art, Artists, Auditorium, Bookings, Cinema, Conferences, Create, Creative, Culture, Exhibition, Gaelic, Galleries, Hebrides, Scotland, Stornoway… Example: An Lanntair
    34. 38. A Sneaky Tip Source Material
    35. 39. A Sneaky Tip Source Material
    36. 40. http://www.google.com/sktool/# Google’s Keyword Tool
    37. 41. Onsite SEO: Titles What to do with your keywords
    38. 42. Onsite SEO: Meta Descriptions What to do with your keywords
    39. 43. Onsite SEO: Meta Descriptions What to do with your keywords
    40. 44. Onsite SEO: Meta Descriptions What to do with your keywords
    41. 45. Linking & Backlinking Offsite SEO: Links
    42. 46. Linking to others
    43. 47. Backlinking
    44. 48. Some Quick Tips <ul><li>Anchor Text – ‘Click Here’? </li></ul><ul><li>Image Links – A text Link too please. </li></ul><ul><li>Link Titles – Where are you sending me? </li></ul><ul><li>Mix it up! </li></ul>
    45. 49. SiteMaps
    46. 50. Blogs
    47. 51. <ul><li>HTML rather then Flash. </li></ul><ul><li>Unique page titles and meta descriptions. </li></ul><ul><li>Keywords and phrases for titles and content. </li></ul><ul><li>Clear and structured navigation. </li></ul><ul><li>An accessible Sitemap on every page. </li></ul><ul><li>Clear internal links </li></ul><ul><li>Links back to the home page. </li></ul>The basics for a SE friendly website
    48. 52. Social Bookmarking Spread the Love!
    49. 53. Share This!
    50. 54. SEO requires time and patience. SEO requires regular additions of new content. SEO requires commitment to continued learning. Basic Truths of SEO
    51. 55. Any Questions?
    52. 56. Get Chatting: Social Media & Networks
    53. 57. Social Media Content Community Collective Intelligence Collaboration
    54. 58. 400,000,000 active users on Facebook 77% of active internet users read blogs 24 Hours of YouTube Videos viewed every minute Average of 250,000,000 Tweets a day
    55. 59. Facebook
    56. 61. Create a username for your page
    57. 62. Why should you be Facebooking? Promote your artwork Announce Exhibitions Talk about your artistic practice Encourage feedback. Keep in touch with Band members Schedule rehearsals Promote events, gigs, activities Encourage conversation.
    58. 63. Easy ways to engage your Facebook fans <ul><li>Ask their opinion </li></ul><ul><li>Test their knowledge </li></ul><ul><li>Pair promotions with content </li></ul><ul><li>Thank your fans </li></ul>
    59. 66. <ul><li>Branding </li></ul><ul><li>Traffic </li></ul><ul><li>Networking </li></ul><ul><li>Notifying customers </li></ul><ul><li>Latest news </li></ul><ul><li>Finding prospects </li></ul><ul><li>Get feedback </li></ul><ul><li>Make friends with peers </li></ul><ul><li>Track your competitors </li></ul><ul><li>Adds to your SEO </li></ul><ul><li>Be Mobile </li></ul>Why you should tweet
    60. 67. 5 things to do as a New Tweeter Work our why? What is Twitter going to do for you? <ul><li>You need to Tweet! </li></ul><ul><li>Follow others. </li></ul><ul><li>Get Interactive. </li></ul><ul><li>Don’t Spam. </li></ul>
    61. 71. # Hashtags
    62. 73. Tips and Tricks Tweet and Tweet often. Be Conversational. Provide value. Be Yourself!
    63. 74. Schedule Your Social Media
    64. 75. YouTube
    65. 79. Tips and Tricks <ul><li>Optimise your videos </li></ul><ul><li>One is not enough </li></ul><ul><li>Content is key </li></ul><ul><li>Leverage your social media </li></ul><ul><li>Embed your videos </li></ul>
    66. 80. Slideshare
    67. 81. http://issuu.com/sianjamieson/docs/hi-arts_digital_toolkit Issuu
    68. 82. Podcasting <ul><li>Typical Podcast </li></ul><ul><li>Audio Programmes or brochures </li></ul><ul><li>Insight into who you are and what you do. </li></ul>4 Basic Steps Plan – Topic – Format - Location
    69. 88. Blogging <ul><li>To build base of regular readers, subscribers and customers </li></ul><ul><li>Human face for your business </li></ul><ul><li>Engage with your readers </li></ul><ul><li>Produce new content and SEO </li></ul><ul><li>Traffic generator for your website </li></ul><ul><li>Cost effective marketing tool. </li></ul>Why do we use blogs?
    70. 94. Create your own RSS Feeds
    71. 96. Dealing with Negative Feedback <ul><li>Monitor online conversations. </li></ul><ul><li>Be proactive. </li></ul><ul><li>Acknowledge their point of view. </li></ul><ul><li>Respond quickly. </li></ul><ul><li>Don’t remove negative comments. </li></ul><ul><li>Some comments do not warrant a response. </li></ul><ul><li>All your fans and followers will see this too. </li></ul>
    72. 97. Monitoring Social Media Conversations
    73. 98. Quick Win
    74. 99. How to Navigate Social Media “ Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbour. Catch the trade winds in your sails. Explore. Dream. Discover.” Mark Twain
    75. 100. Most Important! In order to be successful on Facebook you need to think like a facebooker! Don’t forget everything happens in in Real Time.
    76. 101. Any Questions?
    77. 102. Managing your Relationships Customer Relationship Management or CRM What? The way in which you collect, store, manage and use the information you have on your customers, clients, visitors or audiences.
    78. 103. CRM is a way of learning more about your audiences, or customers, needs and behaviours in order to develop stronger relationships with them. <ul><li>Retains existing customers and helps to expand your audience, </li></ul><ul><li>It’s expensive to find new customers, </li></ul><ul><li>CRM provides an insight into the behaviour of your audience, </li></ul><ul><li>Allows you to segment and target your audience effectively, </li></ul><ul><li>Enables you to provide the best experience for your audience. </li></ul>Why is CRM Important?
    79. 104. What type of data are you collecting? <ul><li>The basics </li></ul><ul><li>Names </li></ul><ul><li>Email addresses </li></ul><ul><li>Addresses </li></ul><ul><li>Phone numbers </li></ul><ul><li>Websites </li></ul><ul><li>Who they work for </li></ul><ul><li>All the extra info </li></ul><ul><li>What events they attend </li></ul><ul><li>What activities they’ve participated in </li></ul><ul><li>What products they’ve bought </li></ul><ul><li>Emails, phone calls or drop in questions, queries and enquires </li></ul><ul><li>If they are involved in your organisation and in what capacity </li></ul><ul><li>Age </li></ul>
    80. 105. WHY? Couple dozen female OAPs Attend the theatre 2 to 3 times every winter Always attend productions by the Highland Theatre Group, Usually attend Musicals, Only buy tickets for shows and don’t engage with activities or events.
    81. 106. <ul><li>Market the events of the Highland Theatre Group directly. </li></ul><ul><li>Encourage advanced booking </li></ul><ul><li>Offer a discount or special deal </li></ul><ul><li>Directly promote the other activities and events that would appeal to them </li></ul><ul><li>Invite them to a focus group </li></ul>Action
    82. 107. Where do I get a CRM solution?
    83. 111. Email Campaigns <ul><li>Benefits </li></ul><ul><li>Grow and expand your business or organisation. </li></ul><ul><li>Communicate important news. </li></ul><ul><li>Keeps you on the minds of potential audiences. </li></ul><ul><li>Make your sales process easier and more productive. </li></ul><ul><li>Helps people get to know you in a light and informal way. </li></ul><ul><li>Helps start conversations with your target audience. </li></ul>Target and structure your mail outs
    84. 112. What should I share? <ul><li>New products, events, services, activities </li></ul><ul><li>Discounts or special offers </li></ul><ul><li>Recommendations. </li></ul><ul><li>New partnerships or collaborations </li></ul><ul><li>Articles, blog posts and other information resources. </li></ul><ul><li>Exhibition, event, activity launches. </li></ul><ul><li>Surveys or requests of feedback. </li></ul>Things to Watch Out For Send emails in moderation Have something valuable to say Allow for people to Opt-in Allow people to Unsubscribe Don’t send unsolicited mail.
    85. 113. Five Tips <ul><li>Focus on one message </li></ul><ul><li>Customise your message </li></ul><ul><li>Include a call to action </li></ul><ul><li>Use a template </li></ul><ul><li>Watch your stats </li></ul>
    86. 114. Email Campaign Solutions
    87. 116. Any Questions?
    88. 117. Sell Sell Sell: eCommerce The buying and selling of goods on the Internet! <ul><li>Benefits: </li></ul><ul><li>Increases sales without increase the budget </li></ul><ul><li>Expands the size of your potential market </li></ul><ul><li>Reaches a more targeted market </li></ul><ul><li>Gives you a competitive advantage </li></ul><ul><li>Reach people around the world 24 hours a day! </li></ul>
    89. 118. What to consider first <ul><ul><ul><li>Establish your identity </li></ul></ul></ul><ul><ul><ul><li>Find the right online home </li></ul></ul></ul><ul><ul><ul><li>Build an attractive storefront </li></ul></ul></ul><ul><ul><ul><li>Make it easy for customers to pay </li></ul></ul></ul><ul><ul><ul><li>Let the world know about your site </li></ul></ul></ul>
    90. 119. What to pick
    91. 124. Online sellers <ul><li>Access to loyal customer base immediately </li></ul><ul><li>Marketing is assumed by the online marketplace </li></ul><ul><li>Access to professional website </li></ul><ul><li>You can customise your profile and shop policies </li></ul><ul><li>You’ll be part of the wider online community </li></ul><ul><li>An online marketplace will provide your online security and safety. </li></ul>Benefits:
    92. 125. What you must consider <ul><li>Will you require customers to login to order? </li></ul><ul><li>What are your return policies? </li></ul><ul><li>How are you describing your products? </li></ul><ul><li>What type of search, filtering or sorting application will you use? </li></ul><ul><li>What your check-out button will look like, where it will be positioned and when will it first appear? </li></ul><ul><li>What type and level of customer service will you provide? </li></ul>
    93. 126. Big cartel
    94. 141. Secure Shopping Carts
    95. 142. The Offline World
    96. 143. Any Questions?
    97. 144. Then What?
    98. 145. Who your website visitors are Where they are coming from What they were interested in What keywords people are using to find you Who is linking to your website Precisely who your ‘Fans’ are Where they come from What they like and dislike Who is watching your content Who is listening to your content Who is buying your singles/ albums When people buy from you
    99. 146. Everything is linked together…. Are you actually going anywhere?
    100. 147. Insights into Your Audience Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences. <ul><li>How they got there and where they came from. </li></ul><ul><li>What pages they went to. </li></ul><ul><li>What they clicked, downloaded, viewed. </li></ul><ul><li>What they bought. </li></ul><ul><li>- How they interact with you. </li></ul>What data?
    101. 148. Types of Website Visitors Search Engine Traffic Direct Traffic Referring Traffic Social Bookmarking Traffic
    102. 149. Search Engine Traffic <ul><li>Visitors looking for specific information, </li></ul><ul><li>Fleeting visitors, </li></ul><ul><li>“ Unique” visitors. </li></ul>Direct Traffic <ul><li>Know about your website in advance, </li></ul><ul><li>They will get exactly what they want, </li></ul><ul><li>Community orientated, </li></ul><ul><li>They will spread the word. </li></ul>
    103. 150. Referring Traffic <ul><li>Recommended from a reliable source, </li></ul><ul><li>More likely to convert into a supporter, </li></ul><ul><li>More likely to participate. </li></ul>Social Bookmarking Traffic <ul><li>Visitors are “checking you out”, </li></ul><ul><li>Visitors are not actively searching for information, </li></ul><ul><li>Can receive thousands of visitors a day, </li></ul><ul><li>Creates ‘word of mouse’ or viral marketing. </li></ul>
    104. 151. How to use web analytics effectively Do most people visit your site at particular times? Which pages are most popular? Do your readers browse more than one page before leaving? What is the average length of time your readers stay? Do your readers come from search engines? What pages are primary exit pages for your site? Who is linking to you?
    105. 154. How to translate this into insights?
    106. 155. WHY? 80% Bounce Rate on your home page 50% of your visitors seem to be driven from social media. 1 of your pages is extremely popular ranking 2 nd to your homepage.
    107. 156. Time to Breathe… We’re all done! Questions?