The document provides a website analysis and social media strategy for four Indian classical music organizations - Bharathiya Samagana Sabha, Kalakendra, Madras Music Academy, and Sri Rama Lalitha Kala Mandira. It analyzes their website traffic, engagement, events, content, and social media presence between August 2017 and October 2017. It also provides recommendations on increasing ticket sales and developing an effective social media strategy for events through various content phases and types. The document appears to be analyzing these organizations' digital strategies to help improve their online presence and engagement.

1. SOCIAL MEDIA STRATEGY
BHARATIYA SAMAGANA SABHA
NOV 2017

2. WEBSITE ANALYSIS:
AUDIENCE & ENGAGEMENT

3. TOTAL VISITS
Sum of all visits (non-unique) to the shortlisted
sites during the period Aug 2017 - Oct 2017.
Domain Visitors
Bharathiya Samagana Sabha < 5,000
Kalakendra 30,743
Madras Music Acedemy 32,392
Sri Rama Lalitha Kala Mandira < 5,000

4. TRAFFIC SHARE
Percentage of incoming traffic from
desktop vs. mobile
Domain Desktop Mobile
Bharathiya Samagana Sabha 100% -
Kalakendra 49.62% 50.38%
Madras Music Acedemy 31.35% 68.65%
Sri Rama Lalitha Kala Mandira 36.85% 63.15%

5. WEBSITE ENGAGEMENT
The average engagement metrics for the
period Aug 2017 – Oct 2017
Domain Monthly
visits
Avg. visit
duration
Pages/visit Bounce
rate
Bharathiya Samagana Sabha < 5,000 00:01:10 4.00 0.00%
Kalakendra 10,248 00:01:46 2.40 41.44%
Madras Music Acedemy 10,797 00:01:23 2.59 27.52%
Sri Rama Lalitha Kala Mandira < 5,000 00:01:07 3.37 11.71%

6. EVENTS/MONTH
Domain Activations
Bharathiya Samagana
Sabha
4 days in Feb 2017
Kalakendra • Webcasts : 2 to 4 per month
• Events: 2 in Sept; 2 in Jan 2017
Madras Music
Acedemy
Concerts: 18 in Dec 2017; 9 in Jan 2017; 6-8 per month as mid-year concerts; rest
of the year: 2 to 4 per month
Sri Rama Lalitha Kala
Mandira
4 in Dec; 3 in Oct; 1 in Nov; 8 in Jan; 10 in Feb – in 2017 & 2018

7. Kalakendra organizes frequent webcasts per
month & has a robust monetization program for
its publications, albums, souvenirs, etc
Samagana is an one-event wonder; there
is no other activities to sustain the event’s
momentum.

8. The Music Academy has a long list of
events and activities dominating its
calendar every month. It also has the
patronage of artsy bands in the state.
Kala Mandira organizes a slew of
programmes from Oct to Feb.

9. THE CONTENT REAL-ESTATE & INFERENCE
Domain Activations
Bharathiya Samagana
Sabha
20% on past event; 80% introductory text on the sabha & programs / Static
design with no updated content
Kalakendra Banners (10%) on prominent personalities’ events; 90% online store / Designed
as an e-commerce site with focus on updated content, products, souvenirs, etc
Madras Music
Acedemy
95% of home page content on events, conferences, & awards; 5% academics &
publications / Contemporary design with high visibility for updated events
Sri Rama Lalitha Kala
Mandira
40% content on the institution, awards program & souvenirs; 30% on the
program list; 20% misc. content / Static & text intensive design / Updated content
is not visible

10. TRAFFIC SHARE BY COUNTRY
Percentage of traffic by country & by each sabha

11. WEBSITE ANALYSIS:
TRAFFIC SOURCES

12. CHANNELS OVERVIEW
Share of website's total incoming traffic from each
traffic channel during Aug 2017 - Oct 2017

13. REFERRING SOCIAL PAGES
On the social front too, both Music Academy &
Kalakendra topped but they had less 5000 social visits
during the 3 month period (Aug – Oct 2017)

14. SEARCH TRAFFIC VOLUME
All sites had only organic traffic; in fact, no paid
searches during the period Aug – Oct 2017

15. ORGANISATIONAL
S.W.O.T

16. SOCIAL MEDIA ANALYSIS:
FACEBOOK USERS

17. DEMOGRAPHICS
Age & gender of all FB users in India
whose interests include “Carnatic music”
& “Hindustani classical music.” About 2.5
– 3 million people are active every month.
• 14.1% women in this age group are
interested in “carnatic music” &
“hindustani classical music”
• 5.2% of them are FB users

18. DEMOGRAPHICS
Relationship status of all FB users in
India whose interests include “Carnatic
music” & “Hindustani classical music”
• 57% people interested in “carnatic
music” & “hindustani classical
music” are married
• 33.8% of them are FB users

19. DEMOGRAPHICS
Professions of all FB users in India whose interests include
“Carnatic music” & “Hindustani classical music”
• 31% management professionals
interested in “carnatic music” &
“hindustani classical music”
• 26% of them are FB users

20. LOCATION
Cities of FB users in India whose interests include “Carnatic
music” & “Hindustani classical music”
• 4% of Mumbaikars interested in
“carnatic music” & “hindustani
classical music”
• 3% of them are FB users

21. PAGES LIKED BY OUR TG
Pages “liked” by FB users in India whose interests include
“Carnatic music” & “Hindustani classical music”

22. DEVICES USED
% users accessed FB in India, and they had the interests
“Carnatic music” & “Hindustani classical music”

23. INDUSTRY ANALYSIS:
THE MUSIC SCENE DOWN SOUTH

24. NO. OF BANDS – SOUTH

25. EVENT BOOKING:
STEPS TO PROMOTE ONLINE TICKET
SALES

26. INSIGHTS: INCREASING TICKET SALES
An average event uses 3-4 marketing channels for promotion
•Choose a few new marketing channels, see how they perform, and put more money and effort behind it.
Street activations are a surprisingly effective way to sell tickets
•Posting flyers in local coffee shops across the city or stores near the event have higher conversions.
Social media drives nearly 25% of views to ticketing pages
•Engaging campaigns and getting the audience involved helps drive up traffic.
Nearly as many people are talking about an event before the event as they are during
•Successful event organizers drive engagement by building the anticipation factor
Social quotes with pix work best to keep the people hooked
•The largest amount of social media updates were quotes and multimedia shared during the event (36% of
all updates)

27. STRATEGY: INCREASING TICKET SALES (1 of 2)
•Research has shown that event-related emails generated open
rates between 25-40%, and click-through rates between 25-40%
— well above marketing email standards.
Start an email marketing campaign
•Do not just have a form for booking tickets—bolster it with
engaging content. Refer Sunburn India’s page on BookMyShow
for style and structure.
Create an imaginative events page on
BookMyShow
• Mobilize your existing fan base so that anyone who refers five
friends could receive a free VIP upgrade.
Incentivize referrals
•Consider reaching out to a secondary customer persona and
broadbase your event’s appeal.
Appeal to a new audience

28. STRATEGY: INCREASING TICKET SALES (2of 2)
• Get in touch with your speakers pre-event, and get them to
promote their session through their own social channels.
Leverage popular artiste’s social
reach
•Partners who are willing to promote your event along with their
brand helps increase the reach.
Involve sponsors and partners in the
promotion activities
•Having at least 2 – 3 inserts in the fortnight preceding the event
does work wonders
Get press coverage

29. EVENT CONTENT :
PHASES & CONTENT TYPES

30. PHASE 1
Pre-event content posts for building up the anticipation
Reveal speaker lineups or special
guests in a creative way

31. Create urgency to drive ticket
purchases, posting whenever
early bird ticket sales or
registrations are about to end.

32. Offer discount codes to followers on
social media, or create social contests
for tickets.

33. Leverage brand and sponsor tie-ups to
drive traffic to the event page.

34. PHASE 2
Event content posts should have the best photos, quotes and Page 3 celebrities
Create a photo booth area, and pay
attention to little details that would
make great Instagram shots.

35. Tweet or post the key quotes from
celebrity artistes to encourage sharing.
Tagging the post with your event’s
hashtag and @-mentioning the artiste
may help this content spread virally as
well — both with event attendees and
with any folks watching from home.

36. Sharing behind-the-scenes pics and
stories well before the event begins is a
great way to boost conversation and
engagement.

37. Ask interactive content like questions or
polls to ask attendees which performer
they loved most.
Twitter polls is perhaps the sleekest poll
option for doing this quickly or in real-
time.

38. PHASE 3
Post=event content posts should focus on the experience
1. Press coverage: Share the media coverage by converting them into posts
2. Testimonies: Showcase the good as well as not so good sides of the event
3. Update the sub-reddit page: A subreddit is a sub-community focused on a specific topic.
Posting content to the dedicated sub-reddit belonging to Bengaluru would help build a
community

39. The End.