Internet Marketing Company Report 2017 Spring: Cultural Institutions

© 2017, Internet Marketing, Professor Janghyuk Lee 11
Internet Marketing Cases
 This document compiles ‘Internet marketing cases’ conducted by Korea
University Business School undergraduate and MBA students in Spring
semester of 2017.
 This semester my students worked on culture related organization such
as museum, opera house, etc.
 Each of company report includes following contents;
 A brief history of target company
 A summary of target company’s Internet Marketing activities
 Target campaign: description & performance
 References
Janghyuk Lee, Professor of Marketing
September 1, 2017
http://www.janglee.net

List
 Seoul Museum of Arts (SeMA) *
 Tate Modern Museum *
 Van Gogh Museum *
 Cirque du Soeil **
 Royal Opera House **
 LA Phil Harmony **
* conducted by undergraduate students
** by MBA students

Company Report
Seoul Museum of Art(SeMA)
Team 8
2011120223 Seungpyo Hong / seungpyo320@korea.ac.kr
2012120300 Heesub Ahn / heesubahn@gmail.com
2014220032 Jiyoung park / Withmind12@korea.ac.kr
2015131019 Yoonjae LEE / sone1996@naver.com
2017951404 Dayeon Gwak / 14112397d@connect.polyu.hk

1. Company Introduction
Overview
Seoul Museum of Arts (SeMA)
 Seoul Museum of Arts was established in 1988 under the supervision of Seoul Olympic
Committee
 In 2002, the main building(Seo-So-Mun) moved to current place which is the former
location of Supreme Courthouse of Korea
 SeMA has several museum branches of their own, other than the main museum
• Buk-Seoul Museum of Arts
• Nam-Seoul Living Arts Museum
• SeMA Nanji Residency

Programs
Post-Museum
 Embrace all art-related fields (architecture, film, music, etc)
 Tim Burton (2012), G-Dragon Exhibition (2015)
Glocal Museum
 Introduce non-western art (also mainstream Western art)
 Provide opportunities to recognize regional differences and promote understanding of
diversities in cultures
SeMA Tricolors Exhibition
 Program to support Korean Artists
 Divided into 3 categories according to artists’ career
Education
 Operates an academy for children - adults
 Class for Foreigners – Ceramic, Oriental Painting
 Citizen Curator since 2015
Art Collection and Research
 Through purchase and donations
 Researches made for academic symposium, producing the chronology of art history, etc.

Competitor1
Competitor 1 : National Museum of Modern and Contemporary Art (MMCA)
Established in 1969 in small exhibition hall in Gyeongbokgung Palace(now placed in
Gwacheon); focuses on contemporary art
MMCA Branches
 Gwacheon
 Seoul
 Deoksugung
 Cheongju (under construction)
Programs
 On going exhibitions in 2 main galleries
 Other exhibitions in different genres (architecture, crafts, photography, painting, and media
art
 A children's Museum with a strong focus on education
 Art library for the organized collection and preservation of different materials related to art

Competitor 2 : Arko Art Center
Opened in 1979 as a public exhibition space but gradually focused on curating temporary
exhibitions (renamed as ARKO Art Center in 2005)
 Operates under the Arts Council Korea (ARKO), nation’s largest agency for arts
 The main aim of the Council is to make the arts more central to the lives of the Korean
citizens by supporting arts organizations and artists in and abroad through grant-giving
services and programs.
 ARKO has worked to formulate and implement arts and cultural policies based on the
National Culture and Arts Policy set by the Korean government
Competitor2
Programs
 2 main exhibition halls
 Provides Arko Archive for exhibition and research

Museum Industry in General
 There are total 193 Art Museums around Korea (2015)
 28% of Art Museums are Public/National and 72% are private
 The total number of visitors in 2015 was 14.7 million
 Average number of visitors in Art Museums are approximately 76,000 per month

Key performance Indicator
 SeMA’s Total Number of visitors in 2016 is around 750,000
*SeMA has almost twice as much as visitors in 2013 compared to other years due to extraordinarily famous exhibitions
(Tim Burton, Paul Gaugin exhibitions attracted 130,000, 250,000 visitors per moth respectively.)
Monthly Average Visitors
Year
2013 2014 2015
SeMA 131,524 59,402 62,422
MMCA 61,420 63,641 59,051
Arko - - -
131,524
59,402 62,42261420 63641 59051
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2013 2014 2015
NumberofVisitors
SeMA MMCA
Total Visitors
Year
2013 2014 2015
SeMA 1,578,283 712,826 749,068
MMCA 737,040 763,687 708,609
Arko - - -
1,578,283
712,826 749,068737,040 763,687 708,609
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2013 2014 2015
Year
NumberofVisitors
SeMA MMCA

2. Internet Marketing Activities
Website Statistics
SeMA https://sema.seoul.go.kr/
Page view 26.5K (feb 2017)
Duration 2’ 26’’
Bounce rate 25.49%
MMCA https://www.mmca.go.kr
Bounce rate 41.58%
Arko http://arko.or.kr /
Bounce rate 36.44%

SeMA MMCA Arko
Facebook
#of page likes 21,276 162,378 10,838
#of page followers 21,129 161,110 10,758
Instagram
#of followers 19,200 4,696 1,607
#of posts 477 178 331
Twitter
#of followers 37,917 844,464
#of tweets 3,276 8,688
Social Media Overview
*based on recent 30 posts

Facebook - Stats
SeMA MMCA Arko
#of page likes 21,276 162,378 10,838
#of page followers 21,129 161,110 10,758
Average Likes 17 341 13.6
Average Comments 0.4 9.24 0.167
Average Shares 2.167 43.43 0.4

Facebook - Contents
Content of the Facebook is mainly
- Information
(ex : Upcoming Exhibitions, Workshops, Promotion, Closure,…)
- Teaser of exhibition
(ex : a piece of art with explanation)
- Behind the Scenes
(ex : Video of the preparation of exhibition hall)
- Daily Museum Photos

Instagram
SeMA MMCA Arko
#of followers 19,200 4,696 1,607
#of Posts 477 178 331
Likes 186.78 118.167 37.1
Comments 1.967 0.33 0.241
Identical content as FB
The numbers might seem that SeMA is doing
much better at its Instagram.
However this is mainly due to the fact that
MMCA’s Instagram accessibility is very low
(Must type ‘MMCAkorea’ on the search tab)
Furthermore, the comments appearing on
SeMA’s Instagram are mainly “spam
comments” and not real followers.

Twitter
SeMA MMCA Arko
#of followers 37.917 844,464
#of tweets 3,276 8,688
Retweet 1.7 13.45
Likes 477 178
Identical content as FB
Most tweets are FB links
which means that tweeters must go to FB for further
information (cumbersome process)
Rudimentary understanding of the twitter
environment

3. Recent Campaign 1
Renoir : Images of Women
• Period: 2016-12-16 ~ 2017-03-26
• For Korea-France Symposium & Exhibition 130th
anniversary
• Promotion through SeMA Facebook & Instagram +
opened independent official Instagram
‘renoir2017’
• Mostly performed their activities in independent
official Instagram. In Facebook, there are only 3
posts about exhibition information.

Results in 3 months
•# of hashtags in official Instagram : 6036
•# of followers : 599
•# of post : 257
Contents in Social Media
- Introduction of works with painting & phrase
- Off-line discount events: Museum night and Art
therapy
- On-line events: #(hashtag) + Proof shots
- Publicity activities: Today’s Renoir!, Everyone’s
Renoir, Story of Renoir…etc
- Collaboration : with flower, book and coffee shop

Campaign Performance Measurement
Naver Trend Google Trend
Naver Trend
The average amount of search in past 3 years for SeMA and MMCA is similar. However, in the
Renoir exhibition campaign period, SeMA outnumbers MMCA by 175%.
Google Trend
Search share of the MMCA was on average, and continuously, greater than that of SeMA.
During the Renouir exhibition campaign, however, the gap between them has decreased and
for few days even surpassed that of MMCA

Instagram likes : Past 5 posts vs Campaign vs After 5 posts
- 25% increase(20000 -> 25000)
in the number of visitors during December
when the campaign promotion was initiated
- 100% increase(20000 ->40000) of web
page visitors at the peak phase of the
exhibition.
- Sharp rise in the average number of likes
for each Instagram posts during the
campaign period, compared to
previous/after 5 posts.
- The increase in the ‘like’ number is not
only due to addition of ‘like’ from the spin-
off(specialized) Instagram page for the
exhibition, but also could be attributed to
the increase in the main page. (200 vs 300)

Dreamworks Animation : From Sketch to Screen
Dreamwork Animation : From Sketch to Screen
• Period: 2016-04-30 ~ 2016-08-15
• For 10th anniversary of Dreamwork’s foundation
• Display of art drawings, character models,
interviews and animation clips
• Promotion through SeMA Facebook & Instagram +
opened independent official Facebook

Contents in Social Media
- Introduction of work related with their movie and
character goods
- Off-line events: children docent
- On-line events: mobile gallery, find the difference
in pictures rewarding free entrance tickets
- Publicity activities: audience review
- Collaboration with TMON and Interpark
Results
# of followers in official Facebook : 4345
•# of posts: 47
•Average # of likes : 173
•# of hashtags in ‘드림웍스애니메이션특별전’: 10918
•# of posts in SEMA Instagram : 18

Naver Trend
The most distinct difference is observed during the Dreamworks exhibition. Compared to
MMCA, the search amount for SEMA is approximately double the amount of MMCA’s. Sharp
decrease to the level of MMCA(and even below it) after the campaign is also noteworthy
Google Trend
As mentioned in the previous slide, SeMA trails behind the MMCA in Google Trend on
average. However, SeMA catches up right below MMCA during the campaign period followed
by the re-increase in the gap afterwards.

• In the pre-campaign phase(April), 100% increase in the likes per each post is
observed due to ‘coming-up’ soon posts related to the Dreamwork exhibiton
• After a brief decrease trend, the number of ‘likes’ gains a momentum again to
even surpass the initial increase. After the sharp increase, the trend drops
down again to be stabilized. This may be attributed to the fact that most of the
main promotion was conducted on independent Facebook page.
Instagram likes trend

• Facebook ‘likes’ per post quintupled(x5) at the beginning of the exhibition, followed
by intermittent peaks during the rest of the period. (In contrast to Instagram Trend)
• The sharp increase before the promotion of the campaign (April 4th) is due to the
discount/free coupon event of SeMA(not associated with the campaign itself)
Facebook likes trend

Peaceminusone : Beyond the Stage
Peaceminusone : Beyond the Screen
• Period: 2015-06-09~2015-08-23
• Collaboration exhibition with G-dragon and artists
• SEMA and YG entertainment were cosponsors.
• Promotion through Museum Facebook & Instagram
• Instagram was not widely recognized in early 2015,
as a result, SeMA focused more on marketing via
Facebook
* SeMA opened Instagram in 2014-03. However, only uploaded 75
posts for a year. On the other hand now SEMA uploaded same 75
posts during in couple of months

Contents of Social Media
- Introduction of work with GD, his phrase and
other artists
- On-line events: Press conference with GD and
exhibition curator
- GD’s picture in exhibition
Results
•# of posts in SEMA Facebook: 51
•Average # of comments : 1.4
•# of hashtags in ‘피스마이너스원무대를넘어서’: 42
•# of posts in SEMA Instagram : 7
•Average # of likes : 48.7
•Average# of comments : 0

Naver Trend
Despite the fact that MMCA’s search power was greater than the SEMA due to several big
exhibitions (e.g, Iconize Yourself, Robot Essay), there was a increase within the SEMA’s graph
trend.
Google Trend
Similar trend shown as the previous 2 campaign; on average, search share of SEMA is smaller
than that of MMCA while the gap between them is closing down during the campaign phase.

• Surge in first week’s average number of likes for posts is related with the SeMA’s
effort to upload the status quo of the exhibition & reviews of the visitors
• The fact that Peaceminusone mainly advertised and promoted on their own social
media explains the steady trend in most of the campaign period.
Facebook likes trend

How to interpret the Relative Engagement Level Graph
• Rationale: It is unreasonable to compare the absolute number of likes
between two pages which each have such different number of followers.
• Total number of Facebook followers of SEMA / MMCA : 23,000 / 162,322;
approximately 1/8.
• Engagement level is calculated by adjusting the number of Facebook ‘likes’
with the follower ratio. Thus the result show the comparison between SEMA
and MMCA’s number of likes adjusted by 1/8.

• Adjusted by the follower ratio, it is now possible to compare the relative
engagement level of the followers
• X axis represents the sequence of weeks, with the start of the campaign being 0;
Y axis denotes the average number of likes during each week
• In between the previous week of the campaign and the 1st week afterwards, the
engagement level of SEMA has surpassed that of MMCA

4. Recommendations
Increase Website Exposure
Reach out potential visitors
- Facebook advertisement targeting those who share interest in contemporary arts :
e.g. followers, likers of other contemporary arts museums MMCA, Arko
- Temporary Google, Naver Keyword advertisement for the artist exhibiting :
e.g. Renoir(in Korean)
- Google Display advertisement for art communities
- Identify the previous destination(through means such as Google Anayltics) before the
website visit to better target potential visitors

4. Recommendations
Secure customers
& measure conversion rate
- Enhance user experience on website, +
provide higher value for online customers
ex. Discount < faster entrance (e-ticket)
- Allow SeMA to measure conversion rate
, an additional source to gain insights about
potential visitors
- Reduce unnecessary waiting time
* However, proportion of payed exhibitions are
small
Online Ticket Purchase Function Implementation

4. Recommendations
Increase # of followers Enhancement of Engagement level
Convert visitors to followers
- Implement QR code on tickets or posters in
order to inform about the existence of social
media channel
- Discount event or free souvenir event
visitors who become followers (retaining
customers) and also events on the social
media channel , tag 3 friends and receive
free tickets for payed exhibitions (acquire
new customers)
Interactive Communication
- SEMA may take opinions of followers
for the selection of future exhibitions
through comments in social medial, for
example, letting them vote among few
choices
- Understand the importance of reviews
and actively promote reviewing culture.
Benchmark of #culture of Dmuseum;
rewards for review posting
Enhance Social Media communication

References
• http://sema.seoul.go.kr/korean/index.jsp
• https://know.tour.go.kr/stat/tourStatSearchDis.do
• http://news.chosun.com/site/data/html_dir/2017/02/01/2
017020100063.html
• http://www.mmca.go.kr/main.do
• https://ko.wikipedia.org
• http://art.arko.or.kr
• http://www.chf.or.kr/
• http://ca.datalab.naver.com/
• https://www.similarweb.com
• https://www.google.com/trends

Company Report
Kyungho Park, kyungho96@gmail.com
Sooyoung So, sosooyoung6145@gmail.com
Dahyeon Kim, dahyeongo12396@gmail.com
Seungmo Jo, seungmojo030@gmail.com
Presenter

Contents
01 Introduction
02 Internet Marketing Activities
03 Recent Campaigns 1: Kusama Yayoi Modern Art Exhibition
04 Recent Campaigns 2: Hyundai Commission 2015
05 Recommendation
06 Reference

Introduction
(1) Museum Business
MuseumVisitors Firms
Value of Art
Interest
Traffic
Fee
Sponsorship
for Operation
Marketing
Value Creation of Museum and Operation
Museum entity is differentiated from other entity, because it does not accompany sustainable
cash flow from operation. As museum focus on the value creation, to spread the artistic value
and exhibit artworks toward public, museum cannot gain earnings from ticket fees. For stable
operation, most museums focus on production of marketing on brand recognition for firms, to
manage financial sponsorships and supplement.

Introduction
(2) Purpose of Internet Marketing for the Museum
Visitors
Firms
Purpose of IM for the Museum
As museum is sustained by two entities, visitors & firms, all marketing actions need to be
focused on entities. For the visitors, marketer should contemplate how to create much value
toward visitors, and attract potential visitors to the museum. On the other side, marketer also
needs to manage campaigns to maximize effect of sponsorship of firms, as they can support the
museum sustainably.
■ Focus : How to attract more visitors at the exhibition, and raise the number of
visitors on the museum?
■ Accelerate the interest toward art, and let visitors communicate with museum
■ Focus : How to provide better marketing action, or brand recognition effect of
the firm in return for sponsorship
■ Make the sponsorship, or collaboration between art and firm exposed to the
public

■Established in 2000
■Located UK London
■Visitors 6,661,460
■Ranked 6th globally
Introduction
(3) List of Galleries
Focal Gallery Galleries for Comparison
→ These modern museums are commonly implementing aggressive internet
marketing and Team 9 focused on Tate modern.
[Tate Modern] [Guggenheim] [Whitney]
■Established in 1937
■Located US NY
■Visitors 1,199,123
■Ranked 51th globally
■Established 1931
■Located US NY
■Visitors 350,000
Modern Art Gallery

■ Gallery Information
 Main business unit: a collection
exhibitions and displays of modern art
 Vision: make people aware of the significance
of the visual in contemporary life
 slogan: “Art Changes, We change”
■ Brief History
[Tate Modern Art
Gallery]
Introduction
(4) Tate modern

Introduction
(5) Key performance Indicator
■The trend of
gallery visitors
followed that
of website
visitors.
■It turned out
that visiting
website brings
people to the
gallery.
Social media viewer
Gallery visitors
Tate members
7,036,490
7,904,121
6,662,460
104,054
115,855
109,904
2,683,725
4,672,801
7,449,177
→ There is a correlation between trends in social media, visitation
in the gallery and being a member in tate.
■ The trend of tate
memebrs already
followed that of website
visitors.
■ It turned out that visiting
website motivate people
to be a member of tate

Introduction
(6) Financial data
Total
Operating Income
Admission fee Income
Grant-in-aid Income
■ It accounts for average
34.3% out of whole
operating income
■ Grant-in-aid Income of
tate has slightly
decreased
[unit: million £]
[unit: million £]
[unit: million £]
■It accounts for
average 65.7%
out of whole
operating
income.
■Admission fee
income has
great effect on
operating
income.
→ Total operating income is composed of admission fee income and
grant in aid income, and admission fee has more effect on total income.

Internet Marketing Activities
■ Communication
Facebook
# of page like
TATE Whitney Guggenheim
1,084,941 336,483 782,530
Instagram
# of followers
1,533,217 607,000 1,300,000
Twitter
# of tweets
13,504 11,725 12,174
# of followers
3,855,751 1,013,004 2,978,624
Pinterest
# of pin # of followers
TATE
2,272 1,074,023
Google +
# of followers
2,329,979 - 117,686
YouTube
# of subscribers
79,931 5,296 13,440

■ Sales
● TATE
● Tate Shop : Official Online Shop
● http://shop.tate.org.uk/
● Guggenheim
● GUGGENHEIM STORE : Official Online Shop
● http://www.guggenheimstore.org/
● Whitney
● Whitney Shop : Official Online Shop
● http://shop.whitney.org/

■ Facebook Page
Page like 1,084,941 336,483 782,530
Avg. like 2,039 256 548
Avg. comment 59 19 8
Avg. share 359 53 105
■ Main Postings
New exhibition
opening
announcement
Tickets on
Sale
announcement
Live
streaming
Of Installation
Art
Asking
preferences
of visitors
<Facebook Opening Date>
TATE : 2008. 07. 09
Guggenheim : 2008. 01. 23
Whitney : 2008. 06. 13

■ YouTube Channel
Subscriber 79,931 5,296 13,440
View 11,852,496 1,949,213 1,740,997
# of videos 779 312 504
Likes 90,171 6036 5924
Dislikes 2,774 338 372
Comments 6,191 407 466
First 60 days views 6441 396 1932
■ Main Videos
Presenting
Artist’s
artwork
Introducing
Artist
Artist’s
Video project
Process of
Making
Exhibition
<YouTube Opening Date>
TATE : 2008. 07. 30
Guggenheim : 2010. 05. 07

■ Instagram
Average is for 30 recent postings
■ Main postings
Post 1,195 1,255 2,279
Follower 1,500,000 607,000 1,300,000
Avg. like 23,219 8,094 7,910
Comment 97 42 66
New exhibition
opening
announcement
Introducing Artist Video of Artwork

■ Twitter
Average is for 30 recent postings from 2017/03/30
■ Main Tweets
Tweet 13,516 11,727 12,174
Follower 3,877,096 1,013,089 2,979,511
Account Like 4,007 8,306 8,635
Retweet 71 6036 10
Tweet Like 175 338 26
Video Related
to New
Exhibition
New exhibition
opening
announcement
Asking
preferences
of visitors
Famous Saying
by Artist

■ Google +
Average is for 30 recent postings from 2016/12
■ Main Postings
TATE Guggenheim
Follower 2,330,003 117,685
# of +1 43 8
Comments 1 0
Share 4 1
Announcing
New Exhibition
Announcing
Anniversary of
Artist’s Birthday
Asking
preferences
of customer
Artwork

■ Pinterest
Only posting products information

Sales – Online Shop
Tate has online shop. Online store consid
ered the preferences of different customers.
They divided their stores into ‘For teens, for
children, for art lovers.’
People generally think gift shop has high p
rice. Therefore customers are reluctant to lo
ok around the gift shop. But in Online shop,
Tate divided their price range into 3 differen
t sector so that customers can easily find th
eir gift in proper price.

■ Recent campaigns
◆ Campaign 1: Kusama Yayoi - Modern Art Exhibition
◆ Campaign 2: Hyundai Commssion - Corporation Sponsorship Exhibition

Recent Campaign 1
Tate Modern : Kusama Yayoi Modern Art Exhibition
Campaign
Results
• Start: Feb 02, 2012
• exhibition focused on UK, but globally
spreaded contents
• Highlight differentiated perspective at exhibition
• YouTube + Tate Kids Web Platform
After the campaign:
• Google trend ‘Tate modern’: 53 >> 100
• YouTube ranked 1st in ‘Kusama Yayoi”
• YouTube Views and Shares ranked 1st
compared similar-topic contents

Recent Campaign 1
Key Idea 1: Differentiation - Participation of visitors at Exhibition
- Key idea : Visitors can participate in the exhibition by putting stickers similar to Kusama
Yayoi’s artwork, while normal exhibition simply introduce the artist information
- Video differentiated the image of exhibition to lower the threshold, and easy, pleasured to
visit the museum
- Visitor-participating corner has become an attracting point of exhibition, because it allows
normal visitors feel interesting toward the artwork
- Curator’s explanation about the explanation is simplified as possible, and narrated at the
end of the contents for viewers who are interested in

Recent Campaign 1
Key Idea 2: Exposure - Algorithm based Search Optimization
- Key Idea : When normal users search any keywords related to the exhibition, raise the
probability of exposure
- The video on YouTube is well optimized for the inflow of users who search on the YouTube
or search engine without any monetary advertisement
- Tate holds famous keywords in headline and tag, which accelerate more exposure on the
YouTube

Recent Campaign 1
Key Idea 3: Enlarging Visitors - Engagement of Kids
- Key Idea : Let the kids be pleasured, feel comfortable at the exhibition, through introducing
visitor-participating activity at Tate Kids (Kids-focused web platform)
- Tate announced they give stickers, and allow kids to put everywhere they want at the
exhibition
- While other museums only provides formal education programs toward kids, however, Tate
give a pleasured image at artwork and exhibition

The change among Pre/During/Post Campaign
: 421
Shared : 106
Comments : 2
: 2,151
Shared : 1588
Comments : 103
Exposure - Facebook Posting
n Facebook Exposure : After the campaign, the performance of posting has achieved as:

Exposure - Keyword Search
n Search : After the internet marketing campaign, the search performance has grown as;
Google trend
Google trend focused on UK is used to measure the trend of Tate Modern, because the scope
of visitors is focused on domestic(UK) users, who can physically visit the museum. Compared
to pre-campaign, the amount of users who searched Tate Modern has been nearly doubled after
the campaign period, from 52 to 100.

Exposure - YouTube Views
n Search : After the internet marketing campaign, the viewer performance has grown as;
YouTube Views
YouTube views has been sky-rocketed right after the release of video. With the great inflow of
users who searched about Tate or Kusama Yayoi, video from Tate has ranked 1st among similar
contents.

Exposure - YouTube Shares
n Search : After the internet marketing campaign, the share performance has grown as;
YouTube Shares
YouTube Shares also has been sky-rocked right after the release of video. YouTube Share
index means the numbers how many times the content is shared into other platform such as
Facebook, Twitter, etc. As exposure at other platform is unable to be estimated, video content
from Tate would have spreaded more than expectation.

Competitor Campaign : Whitney Museum of Art
YouTube Campaign of Whitney Museum
Whitney Museum of art performed similar video marketing
action at the “same” artist and concept of exhibition. Being
differentiated from Tate’s campaign, Whitney focused on the
life of Kusama Yayoi, by narrating her life on the contents.

Competitor Campaign : Whitney Museum of Art
Google Trend Search
After the campaign
related to the
museum and Kusama
Yayoi, the number of
search in Google Trend
does not changed at all.
YouTube Video Views
After the release of
content, it seems the viewers
of content has increased.
YouTube Video Shares
After the release of
content, it seems the shares
of content has increased.

Recent Campaign 2
Tate Modern : Hyundai Commission 2015
In 6 month of campaign, Google trend growth (82 >> 100)
Campaign
Results
⠂Start: October 13, 2015
⠂The 11-year long-term partnership between
Hyundai Motor and Tate Modern since 2014
⠂Hyundai Commission 2015 was ‘Empty Lot’ by
Abraham Cruzvillegas
⠂ Facebook link + Youtube video
Six month in:
⠂Raised funds : £ 500 million (for 10 years)
⠂Facebook total likes & shares : 3185 likes / 164
shares
⠂The number of total viewers for this campaign in
Youtube : 13,180

Recent Campaign 2
Key Idea 1: Raising funds not from tickets but from corporate
- Considering the profit of the museum, it is often thought of ticket sales, but there is a limit to solvin
g the financial problems of the museum through ticket sales.
- Art museums provide infinite intangible value that they have never known before, in exchange for
sponsorship from companies.
- Banks want to offer their customers first access to exhibits that nobody has seen, and automakers
want to display cars and party at museums where immortal artworks are exhibited. And the luxury c
ompanies such as jewelry and bags emphasize the collaboration that connects the artist and the pr
oduct together.
-With this logic, Hyundai Motor sponsors tate financially, which is more than just a charity for Hyund
ai Motor.

Recent Campaign 2
Key Idea 2: Collaboration with artists
- Corporate sponsorship for art galleries does not appear to be a simple form of giving money.
- Companies sponsor art museums in various and complex ways, such as holding exhibitions in con
nection with artists, or making and selling collaborative products that reveal artist's work.
- Hyundai Motor chose to hold exhibitions by collaborating with artists among these various sponsor
ship methods.
- Hyundai Motor has selected Abraham Cruzvillegas as an artist for the hyundai commission 2015 a
nd an introduction video of this artist was posted on Tate's YouTube channel.

Recent Campaign 2
Key Idea 3: Value creating by combination of heterogeneity
- Two heterogeneous entities, a corporation and an art museum, meet and share values and create
new values in the process.
- Hyundai Motors has focused on contemporary art among many art fields. This is because the valu
e of contemporary art, which seeks innovation from existing customs, resembles 'Modern Premium'
which is core value of Hyundai Motors.
-Through its partnership with Tate Modern, Hyundai Motors will combine the creative values of auto
mobiles and arts with these two fields, and support museums, curators and writers to create value t
ogether. Through this, They want to achieve "Innovation that moves people's minds."

Exposure on Facebook
: 281
Shared : 44
Comments : 76
: 409
Shared : 74
Comments : 4
Shared : 74
Comments : 4
Rather than just
providing
information, Tate
encourage Facebook
users to leave
comments by
asking questions
to them. Also, you
can find that posting
videos has much
more viewers than
posting photos.
: 2495
Shared : 808
Comments : 84

Exposure
Youtube
There are two videos during the campaign period. In 9/28, First video came out and the next
one came out in 10/12. At the last campaign video, it recorded almost 11 thousand views.
However, there are two weaknesses as shown in the chart that the second video was not
effective. Considering the campaign ended in April 2016, the views of the second video are
concentrated at the beginning of the upload which is first week of October, while the views of
the first video is increasing steadily for that period. It implicates that supportive actions are
needed for continuing its effect. Also, the first video is only available to people who have the
link, so the spread of the video is limited. As a result, the view is only one sixth of the first one.

Search
Google trend: Abraham Cruzvillegas
Google trend is used to measure the trend of Tate modern because Google is the
biggest search engine in UK. Also UK is designated as the scope of the analysis
because ‘Hyundai Commission 2015’ is off-line based exhibition. Comparing to pre-
campaign, it is increased from 82 to 100. However, there is a problem that the
popularity is fluctuating after the campaign and the width is huge.

Search
Google trend: Hyundai
Comparing to pre-campaign, Google trend index of ‘hyundai’ compared to ‘tate modern’
also increased. It is increased from 6 to 9. This means that visitors to the Hyundai
Commission have recognized ‘Hyundai’ as the main sponsor rather than just the name of the
exhibition. In other words, this change of Google trend has resulted in increasing the interest of
the visitors to the Hyundai as a corporate. It can be interpreted that the Hyundai’s marketing
campaign was successful.

Competitor campaign : Guggenheim : Hugo Boss Prize 2015
The Hugo Boss Prize is awarded every other year to an artist (or group of artists) working in any medium, anywhere in the
world. Since its establishment in 1996, it has distinguished itself from other art awards (e.g. the Turner Prize) because it has
no restrictions on nationality or age. The prize is administered by the Guggenheim Museum and sponsored by the Hugo
Boss clothing company, which since 1995 has been sponsoring various exhibitions and activities at the museum. It carries
with it a cash award of US$100,000 and a tetrahedral trophy. The winner of Hugo Boss Prize 2015 was Paul Chan. As part
of the award, in April 2015 he held an exhibition called ‘Nonprojections for new lovers’ at the Guggenheim museum.

Competitor campaign : whitney Museum : New Whitney Project
The relocation of the Whitney Museum cost hundreds of billions of dollars, and it was a challenging undertaking to
move the art museum, which was a landmark in the Upper East Side, to a completely different meatpacking area. However,
the audience's awareness of the relocation plan was only about 60%. The Whitney Museum conducted internet marketing
actively through SNS (Social Network Service), providing exclusive information and releasing the entire collection online.
Cooperation with sponsors was also carried out. Bank of America sponsored bus advertising that notices the relocation of
museums. Fashion brand Max Mara made 'Whitney Bag'. This is a handbag that has been inspired by a new museum
building designed by architect Renzo Piano.

Recommendation
Tate's Hyundai Commission is a mere exhibition, so it lacks the topicality. On the other
hand, the Hugo Boss Prize, which was the target of the comparison, is an awards
ceremony, so many celebrities participate in the campaign. In this way, Tate should
consider ways to increase the topicality of the Hyundai Commission. To do this, we
offer a variety of ways such as supporting awards ceremony and exhibitions for
amateur artists like Guggenheim, open an amateur contest.
Topicality
Hyundai Commission is a long term campaign, but not a permanent one. Even though the
duration of the campaign is short, the effectiveness of Internet marketing actions during the
period is not persistent but concentrated on early stage. It is necessary to secure the
sustainability of the Internet marketing action effect during the campaign and to find ways
to maintain the effectiveness of the campaign even after the end of the campaign. To
maintain the effect of marketing actions, campaigns that are not limited by time is needed
such as releasing products collaborated with fashion brands, like Whitney museum.
Sustainability
Engagement
Hyundai Commissions rely on passive visits by visitors. In order to convey the value of art to
visitors more deeply, visitors should be encouraged to participate actively. In addition, it is
desirable for the Hyundai Commission to develop into a participatory campaign through
linkage with local communities. This requires space occupation. Hyundai Motors should
provide the local community with a complex cultural space that can create synergy with Tate.
As a result, Hyundai Motor will be able to attract more active participation of visitors.

Reference
■ Related URL
◆ http://www.tate.org.uk/about/who-we-are/tate-reports
◆ http://brand.hyundai.com/en/art/partnerships/hyundai-commision-2015.do
◆ https://www.facebook.com/BankofAmerica/photos/a.264003693653874.7459
9.179590995428478/824692100918361/?type=3
◆ https://www.facebook.com/tategallery/photos/a.117432718992.113215.20134
383992/10153744037373993/?type=3
◆ https://www.facebook.com/tategallery/videos/10153731588058993/
◆ https://www.facebook.com/tategallery/photos/a.117432718992.113215.20134
383992/10153104799833993/?type=3
◆ https://www.youtube.com/watch?v=BtIZxSwjW1w
◆ https://www.youtube.com/watch?v=30dW95QUVEI&list=PL5uUen04IQNlLFyv
EdYyBur9pu84gOtZ5&index=4
◆ 중앙일보, 미술관이 기업 후원 이끌어내는 힘은 콘텐트 http://news.joins.com/a
rticle/21318463
◆ https://en.wikipedia.org/wiki/Hugo_Boss_Prize

Reference
■ Related URL
◆ https://wiztracker.net/en/channels/public/614515
◆ https://www.facebook.com/tategallery/
◆ https://www.facebook.com/guggenheimmuseum/?fref=ts
◆ https://www.facebook.com/whitneymuseum/?fref=ts
◆ https://twitter.com/Tate
◆ https://twitter.com/guggenheim
◆ https://twitter.com/whitneymuseum
◆ https://plus.google.com/+tate
◆ https://plus.google.com/+guggenheim
◆ https://kr.pinterest.com/tategallery/
◆ https://www.instagram.com/tate/
◆ https://www.instagram.com/guggenheim/
◆ https://www.instagram.com/whitneymuseum/

Reference
■ Related URL
◆ http://shop.tate.org.uk/
◆ http://shop.tate.org.uk/
◆ http://shop.whitney.org/

Company Report
-Van Gogh Museum
Seyoung Kim 2013120317 108ksy@gmail.com
Susu Kim 2015280270 kingsusu92@gmail.com
Tan Florance 2016952353 Florence.tan@ieseg.fr
Justine Cazes 2017951449 cazes.justine@gmail.com
Hyunjin Kwon 2013190509 hyunjinjenny@naver.com
Team 12

Summary
1. Museums introductions
A. Van Gogh Museum
B. Rodin Museum
C. Picasso Museum
D. Key Performance indicators comparison
2. Internet marketing activites
A. Facebook
B. Youtube
C. Instagram
D. Twitter
E. Sales
3. Internet marketing campaigns
A. 125 questions in 125 days
B. Museum Night
4. Recommendations
5. References

1.A) Museum introduction - History
1973 : opening
2015 : 1.9 million visitors & 2nd most
visited museum in the
Netherlands(31st in the world)
Art museum dedicated to Vincent
van Gogh’s works and his
contemporaries
Location : Amsterdam (Netherlands)

Museum introduction - Collections
Largest collection worldwide
of Van Gogh's paintings and
drawings
Other artists :
• Sculptures : Rodin, Dalou
• Paintings : Signac, Toulouse-
Lautrec, Monet, Redon, …
200 paintings400 drawings 700 letters

Museum introduction – Business Units
Events & Venue Hire
Professional Services
Meet Vicent Van
Gogh Experience
Tourism
Relievo Collection
Sponsors & Partners

Museum introduction – Competition & Target
Picasso Museum
Barcelona, Spain
Competitors
Rodin Museum
Paris, France Students 15-25 years
Adults  45-60 years
Targets

Museum introduction - History
1919: opening
2005 : ending of chapel restoration
& reopening of temporary exhibition
room
2015: New Rodin museum reopening
Museum dedicated to the works of
the famous French sculptor,
Auguste Rodin
Location : Paris (France), Hotel Biron

Collections : Diverses
6600
sculptures
8000
drawings
7000
art objects
8000
photographs
Room dedicated
to Claudel
Other artists:
• Monet
• Renoir
• Van Gogh

Exhibition
Online Sales Items like
Sculpture reproductions,
Fashion, Accessories, Jewel
are sold on the website
Sponsorship

1.C) Museum introduction - History
The most extensive collections of
artworks by Pablo Picasso
Location : Montcada Street , Barcelona,
(Spain)
1963: Opening
2009: one of the 40 most visited art
museums
2010: Award for presence on social
media

More than 4000 artworks
Paintings SculpturesDrawings

Exhibitions
Dozens of exhibitions since opening :
❖ Related to a topic)  try to research and review
artworks
❖ Relationship between Picasso and other artists
Library
Free public library (over 6,000 references) 
documentary on the life and work of Picasso and
its context Restricted access : collection of artist's
books illustrated by Picasso or other artists.
Educational Activities
Training proposals and entertainment for families and
schools.
Organization of conferences and seminars and
activities (collaboration between institutions)
Preventive Conservation and
Restoration
Own team of preventive conservation and
restoration  conservation of artworks & improve
understanding

1. D) Key Performance Indicators – Entrance Fee
Van Gogh Picasso Rodin
Full Price 17 €
( 20 000 Won)
14€ 10€
( 14 000 Won)
Exhibition price Temporary
exhibition : 3,5€
Collection : 11€
Sculpture
Garden: 4 €
Discount prices Visitors under
18
&Museumkaart
holders : free
CJP card
holders: 14€
EU residents 15-
25 years or Paris
Museum Pass
Member: 4 €

Key Performance Indicators – Number of Visitors
➢ More visitors to Van Gogh
Museum Increasing number of
visitors except for Rodin
Museum (terrorism attacks
decrease number of tourists)

Key Performance Indicators – Income Statement
➢ Van Gogh Museum’s
Revenue is 7 to 9 times bigger
than others
➢ More revenues generated
by Van Gogh Museum.
It increased more than
€ 10 million.
➢ Net income before tax also
increased almost € 800,00.
2015 2014
Van Gogh 54 114 774 43 192 032
Picasso 8 309 991 7 298 335
Rodin 6 438 175 8 326 330
Revenues(€)
Van Gogh(€) 2015 2014
Revenue 54 114 774 43 192 032
Direct revenue 29 967 107 20 946 613
Indirect revenue 13 398 067 11 445 446
Subsidies & contribution 10 749 600 10 799 973
Expenses 46 513 194 36 339 768
Net income before tax 7 601 580 6 852 264

2. Internet Marketing Activities – Global analizis
Channel Indicator Van Gogh Rodin Picasso
Websites Unique Visitor 343,000 67,900 138,300
Facebook Page like 1,709,707 202,925 235,471
YouTube Subscribers 3,653 287 640
Instagram Followers 339,000 7,419 50,300
Twitter Tweets 14,600 11,200 2,148
Followers 863,000 61,900 23,300

2.A) Internet Marketing Activities – Facebook
Van Gogh Rodin Picasso
Avg Page_like 1,709,707 202,925 235,471
Avg Likes* 11,107 290 245
Avg Share 1,924 25 34
Avg Comment 117 4 2
Avg hyperlink 1 1 1
Main Postings
• Communication in Facebook is very active
• Van Gogh’s famous paintings lead high
responses to postings
• Painting itself can be used in posting
Likes*=Sum of responds(like, love, wow, haha, sad, angry)
Average for recent 30 postings from 2017.03.12 to the previous
Paintings
of Van
Gogh &
Simple
story about
him
Advertising
video for
exhibition

2.B) Internet Marketing Activities – Youtube
Main Videos
YouTube is not an active channel for each
museum
Subscribers 3,653 287 640
Total view 816,142 82,586 89,036
Start date 2007.12.20 2012.10.18 2009.04.23
Avg pageview 1,787 2,926 1,032
Avg likes 11 12 3
Avg dislikes 0 0 0
Avg comments 1 1 0
News about
museum
Upcoming
Exhibition
Explanation
about
paintings
Story of
Van Gogh

2.C) Internet Marketing Activities – Instagram
Main Posting
• Instagram is more active than YouTube
• Only a painting can be a posting
Postings 797 218 396
Followers 339,000 50,300 7,419
Avg Likes 9,835 997 288
Avg
Comments
43 10 5
Exhibition
Advertising
Van Gogh’s
Painting
Video News

2.D) Internet Marketing Activities – Twitter
Main Tweets
• Very active on Twitter
• Tweet pictures and texts mostly
Tweets 14600 2148 11200
Followers 863000 23300 61900
Following 1537 999 983
Likes 9309 1178 5765
Avg Likes 324,7 16,4 13,03
Avg Retweets 144,8 8,7 7,73
Exhibition
Advertising
Van Gogh’s
Painting &
sotires
Video News

2.E) Internet Marketing Activities – Website
Main InformationVan Gogh Rodin Picasso
Unique Visitors 343000 138300 67900
Page view 4,08 3,27 2,29
Duration 00:02:33 00:03:56 00:01:28
Bounce rate 46,48% 46,04% 36,56%
➢ Museum history and collections
➢ About Vincent Van Gogh
➢ Temporary exhibition
➢ Location
➢ Online ticket sales
➢ Online store

3.A) Recent Campaign 1 : 125 questions in 125 days
➢ Launched in September 2015 for the
new entrance building
➢ YouTube video in collaboration with the
3D artist Maciek Janicki and the creative
agency Petrik Sweezie to inspire and
stimulate public interest
➢ App created with all questions and
answers
➢ 125 days of campaign

Key 1: Share knowledge and inspiration
➢ Experts answered a question from the
public about the artist’s life and work
every day during 125 days in Van Gogh
museum site.
➢ Target a worldwide audience
➢ « Use the insight we gained into our
public […] as an important source when
it comes to organising exhibitions and
programming events » Rüger

Key 2: Public decides campaign content
➢ First answer posted (3 Sep 2015) was followed by
daily responses (total of 125 days)  public joined
in the countdown to the opening of the new
entrance building and participate in the content
➢ Focus on digital media to generate an accessible
dialogue: social media, strongly targeted,
conversion-driven display advertising, and a high-
visibility online video pre-rolling flight  created a
multimedia campaign, allied with an outdoor and
print effort

Campaign Performance Measurement – Exposure (FACEBOOK)
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
14.07
14.09
14.11
15.01
15.03
15.05
15.07
15.09
15.11
16.01
16.03
16.05
16.07
16.09
16.11
Accumulation of Page Likes
Accumulation of Page Likes
In perspective of ‘Page Likes’
Slope in this period is slightly
higher than before
‘Page Likes’ increased
187,354 during 5months
26,538 37,471
Avg increase
before event
Avg increase
during event
711,247 898,601

Campaign Performance Measurement – Exposure (YOUTUBE)
Monthly views(total view of a specific month) and monthly subscribers(new subscribers of
a specific month) recorded the highest score  effective only at the start (plunged
before November)
Highest score in
recent 3years

Campaign Performance Measurement – Exposure (INSTAGRAM)
Before the ‘125
Questions in 125 days’
event, engagement in
Instagram was very
low. However,
engagement
increased largely right
after this event.
0
50000
100000
150000
200000
250000
300000
350000
Monthly Engagement
Monthly Engagement
*Montly Engagement = ‘Like + Comment’ of specific month
Date Engagement
2nd Half 2014 3,829
1st Half 2015 2,059
Jul 2015 2,398
Aug 2015 2,937
Sep 2015 24,553
Oct 2015 20,774
Nov 2015 32,673
Dec 2015 57,464
Jan 2016 64,181
Feb 2016 69,684

Campaign Performance Measurement – Exposure (TWITTER)
Number of tweets reached its peak at the beginning of ‘125 Questions in 125 days’
Reached its
peak

Campaign Performance Measurement – Search (GOOGLE TREND)
Event Period
Search index was
high at the
beginning and end
of the event
During the event period, search for Van Gogh museum increased at the beginning and
end of the event. And in the middle of event search index was same or lower than before.

3.C) Recent Campaign : Museum Night
• On the first Saturday in November every
year, Van Gogh Museum opens its door
from 19:00 to 02:00.
• Van Gogh Museum organize special
events, including workshops, concerts,
special tours and performances during
Museum Night.
• Van Gogh Museum provides tasty food
and drink to help keep visitors’ energy
levels up.

Recent campaign 2: Museum Night - Keys
• Key 1 : Introducing Vincent van Gogh
Introduction of museum’s perspectives on Vincent van Gogh’s life and
work, the common ground they share with the artist, and how they
have been inspired by Vincent’s art and fascinating life story.
• Key 2 : Inducing a Visit
Museum provides various services to the visitors to induce a visit. For
example, a ticket grants visitors access to the 53 participating
museums during the event, as well as the chance to join in with more
than 250 activities. Tickets also include the use of the shuttle bus
service, discounted entrance to after-parties, a reduced price GVB
public transport day ticket and a visit to one of the participating
museums at a later date.

Campaign Performance Measurement – Exposure (FACEBOOK)
*Post Interaction = ‘Reaction + Comment + Shared Average’ of specific
period
Post interaction to Van Gogh
Museum’s Facebook page
increases highly right the
day before Museum Night.
0.4% 3.9%
In 2016
0.2% 1.4%
In 2015
0.06% 2.5%
In 2014

Campaign Performance Measurement – Exposure (INSTAGRAM)
Every year after the ‘Museum Night’ event, engagement in Instagram has been risen.
0
50000
100000
150000
200000
250000
300000
350000
Monthly Engagement
계열 1
*Montly Engagement = ‘Like + Comment’ of specific month
Date Engagement
Nov 2016 251,408
Dec 2016 286,094
Date Engagement
Nov 2015 32,673
Dec 2015 57,464

Campaign Performance Measurement – Exposure (TWITTER)
Number of tweets
increases
in the ‘Museum Night’ day.

Campaign Performance Measurement – Search (GOOGLE TREND
Search index increases every year in
the ‘Museum Night’ period.
Even though there are some differences between each event
period’s change rate, the Search Index always increases.
Event PeriodEvent Period Event PeriodEvent PeriodEvent Period

3. Recommendation – Facebook
Problem  Engagement Rate is low
Page Likes
1,712,750
PTAT*
81,943
*PTAT = People Talking About This
*Engagement Rate = PTAT/Page Likes * 100
Engagement Rate*
4.78%
Unique number of people who like a page,
post on the page wall, like a post, comment
on a post, share a Post, answer a question
Solution
• Timing issue: Postings uploaded between 06-
09(GMT) make more engagements
• Ask questions: More likely to activate users’
engagement  proved by their ‘125 Questions in
125 Days’ event.
• Response to Users
• Response Rate is too low (only 16% on April
15th 2017)  should show their reactions to
their fans.
• Response Time is too long: 1,071 minutes in
average until fans get respond  reduce
respond time.

Recommendations – Website
Problem : Increasing presence on social
networks but very low traffic rate from
social networks (few people use links of
social networks to access the website)
Solutions : use experimental design (A/B
testing) to increase number of virtual
visitors using links on social medias 
especially for ticket sales website
73.60%
16.10%
9.92%
2.96%
0.41%
74.74%
16.51%
4.20%
4.55%
0.00%
SEAR CH R EFER R ALS D I R ECT SOCI AL OT H ER S
TRAFFIC SOURCES
Main website Ticket sales website

Recommendation - YouTube
• Problem : They do not use YouTube actively
• Monthly views of recent 3years is under 40K in almost every month
• Number of subscribers is very low. It is only 3,661 now. (April 16th 2017)
• Solutions : Should use YouTube channel more actively. When it comes to Facebook or
Instagram, Van Gogh’s paintings are very effective when they are used in postings. They may
use video contents like movies, musical, drama and etc where Van Gogh appear.

Recommendation - Instagram
Problem : Postings which contain
more than 560 characters shows lower
engagement
Solutions : It is better to avoid to write too
many letters on their postings. Postings
whose characters are between 140 and
560 have higher engagement
Graph is based on postings uploaded between April 1st 2016 and March 31st 2017

Recommendation - Instagram
00 03 06 12 15 18 21 24
GMT +0200
Graph : It shows engagement on postings. Vertical axis is day and
horizontal axis is time. The darker the block is the more popular the
posting is.
Implication : Thorough this graph we can find out the optimal timing
to upload postings.
Graph is based on postings uploaded between April 1st 2016 and March 31st 2017

References
Van Gogh
• Website: https://www.vangoghmuseum.nl/en
• Instagram: https://www.instagram.com/vangoghmuseum/
• Facebook: https://www.facebook.com/VanGoghMuseum/
• Twitter: https://twitter.com/vangoghmuseum
• Youtube ; https://www.youtube.com/user/atVanGoghMuseum
Picasso
• Website: http://www.museupicasso.bcn.cat/en
• Facebook: https://www.facebook.com/MuseuPicassoBarcelona
• Twitter: https://twitter.com/museupicasso
• Instagram: https://twitter.com/museupicasso
• Youtube: https://www.youtube.com/user/museupicassobcn
• Wikipedia “Museu Picasso” : https://en.wikipedia.org/wiki/Museu_Picasso
• Museu Picasso de Barcelona Official Webpage : http://www.museupicasso.bcn.cat/
• 2015 Annual Report of Museu Picasso :
http://www.bcn.cat/museupicasso/en/museum/annual-report/pdf/memoria-economica-en-2015.pdf

References
Rodin
• Website: http://www.musee-rodin.fr/en
• Facebook: https://www.facebook.com/museerodin
• Twitter: https://twitter.com/MuseeRodinParis
• Instagram: https://www.instagram.com/museerodinparis/
• Youtube: https://www.youtube.com/channel/UCLh7__uwGbsMkLAi8D69HdQ
Tools
• Facebook Recommendation http://likealyzer.com/facebook/vangoghmuseum
• YouTube Recommandation https://socialblade.com/youtube/user/atvangoghmuseum
• Website Recommendation https://similarweb.com
• http://www.tweetstats.com/graphs/vangoghmuseum
• https://trends.google.com/trends/explore?q=Van%20gogh%20museum
• http://keyhole.co/blog/
Campaigns
• http://jaarverslag2015.nxte.nl/en/event/125-questions-125-days
• https://www.vangoghmuseum.nl/en/news-and-press/press-releases/van-gogh-museum-wins-san-accent-award
• http://www.iamsterdam.com/en/visiting/whats-on/festivals/overview-cultural-festivals/museum-night-amsterdam
• https://www.vangoghmuseum.nl/en/whats-on/museum-night-2016
• http://www.fanpagekarma.com/facebook/127104175596/VanGoghMuseum

Company Report
Team 4
LEE GunGon
KIM WonTae
JOUSSE Capucine

22
 Brief Summary
 2 Main Business Units
 Financial Data

33
1. Company Introduction – Brief Summary
 Canadian private entertainment company
 Founded in 1984
 Largest theatrical producer in the world
 Headquarters based in Montreal, Quebec
 Late 1980s: financial failures
 Profitable by 1990: launch of the “Nouvelle Expérience” show
 Through the 1990s: rapid expansion (19 shows in more than 270 cities)
 Today: around 5000 employees from 40 countries
 Business activities diversification:
 Production of private and corporate events (for royal families, Super Bowl…)
 Development of a television deal
 Expansion to art galleries, ClubMed, nightclubs...
 Multiple prizes & distinctions:
 National Arts Centre Award (2000)
 Hollywood Walk of Fame (2010)
 Slogan: “Invoke, Evoke, Provoke”

44
1. Company Introduction – 2 Main Business Units
 Resident division: 11 resident shows
 In Las Vegas, New York, Orlando
 Touring show division: 9 touring shows
 In Mexico, Japan, Taiwan, Russia, Austria, France, Belgium ...

55
1. Company Introduction – Financial Data
 Estimated annual revenues: around US$800 million in 2016
 Resident shows are more profitable
 Less investment
 More shows/year
 Higher ticket prices
Total revenues
Touring shows Resident shows Merchandise sales
50%
40%
10%
>

66
1. Company Introduction – Financial Data
 2008: Partnerships with 2 Emirati investment groups to finance the
company (20% of total shares):
 Istithmar World
 Nakheel of Dubai
 2015: 90% of the company shares sold to various investment companies:
Company total shares
Texas Pacific Group Capital
Fosun Industrial Holdings
Quebec Deposit and Investment fund
Founder
10%
Canada
10%
60%
US
20%
China

77
 Communication (+ competitor comparison)
 Web/mobile site, blog, Facebook, YouTube, Twitter, App, etc.
 Main competitor performance (1 or 2 companies)
 Sales
 On-line channels (fixed & mobile)

88
Competitors
 Blue Man Group
 Feld Entertainment

99
Web Page
Company Cirque du Soleil Blue Man Group Feld + Main Shows
Visitors 1,750,000 180,000 1,405,000
Page View 3.92 1.57
Duration 144 sec 43 sec
Bounce Rate 57.17% 58.28%
Visitor Bounce rate
Feld Entertainment 65,000 24.65%
Disney on Ice 550,000 54.79%
Supercross Live 380,000 58.54%
Monster Jam 410,000 54.91%

1010
Web Page – Cirque du Soleil

1111
Web Page – Blue Man Group

1212
Web Page – Feld Entertainment

1313
Facebook
2017/04/09 Cirque du Soleil Blue Man Group Feld Entertainment
Disney On Ice
(Korean Page)
Supercross Live Monster Jam
Likes 3,365,794 725,379 8,114 2,045,098 3,114,943 1,114,308
Followers 3,267,198 685,869 7,999 2,045,092 3,034,707 1,077,989

1414
Facebook – Cirque du Soleil

1515
Facebook – Blue Man & Feld Entertainment

1616
Youtube
Cirque du Soleil Blue Man Feld Entertainment Disney On Ice Supercross Live Monster Jam
Subscriber 137,459 64,034 0 10,323 93,781 99,939
Total View 34,202,503 7,877,760 5,814 3,396,654 28,583,716 66,289,004
Date Join 20060531 20100405 20131001 20061124 20111221 20120717

1717
Twitter
Cirque du Soleil Blue Man Feld Entertainment
Tweets 25,700 4,337 1,618
Following 36,200 531 11
Follower 719,000 31,000 2,482
Likes 24,500 4,464 900
Date joined 20080601 20090601 20121001

1818
Instagram
Cirque du Soleil Blue Man Feld Entertainment Disney on Ice Supercross Live Monster Jam
Posts 1,712 475 169 358 3218 1735
Followers 521,000 494,00 1,122 718,000 698,000 167,000
Following 464 89 36 8 211 143

1919
Sales
 Online Channel
 Different websites for each show
 On-site Ticket booth

2020
 Recent campaigns (2 to 3)
 New Shows
 #
 Sponsored Facebook, Instagram Marketing
 Blogger Viral Marketing

2121
New Shows
 Producing several new shows every year
 2017’s new shows

2222
Google Trends – Past 5 years
Michael Jackson “ONE” revealed
New Year’s Eve
Kurios
Toruk
Volta

2323
Volta
Cirque du Soleil reveals new show “Volta” Grand premiere of “Volta”

2424
#Campaign on Facebook
Content-based posts:
Various
By day:
#MakeupMonday
#TrailerTuesday
#WaterWednesday
#ShowbizSaturday
By theme:
#CirqueWorkouts
#InternationalWomensDay
By location:
#Houston
 Interesting, original
Behind-the-scenes look
Live video chats with cast
…

2525
Sponsored Facebook & Instagram Ads
 The photo or video ads appears on Facebook & Instagram
 Based on the search keywords and locations
 Ads redirect users to homepage & online ticket website

2727
Blogger Viral Marketing
 Blogger Outreach: big part of social media strategy
 Provide bloggers/influencers with free tickets
 Expect honest reviews
 Create posts and online conversations about the shows
 Increase coverage of new audiences: build awareness and drive
consumer consideration
 Hyper-targeted approach
 All the shows are unique in character, demographic and appeal (different
audience each time)
 Cirque du Soleil is about experiencing the entertainment
 “While seeing our shows is entertaining, it can also be an emotional
experience and no one tells that story better than a blogger”
– J. Berlin, former social media manager at Cirque du Soleil

2828
Recommendations
 Enhance Youtube Marketing Activities
 Regional/City based marketing activities
 Use theatre, hotel SNS where they are performing
 Enforce Local residents Shows
 More local based shows

2929
Increase Youtube activities

3030
Regional based Marketing Activities
 Local shows take place in local theater or hotels.
 No marketing activities found on local theater/show place SNS
Sam Houston Race Park - Kurios
MGM Grand - KA
Lyric Theatre - Paramour

3131
Enforce Local Residents Shows
 Cost efficient
 Touring shows cost more than residents shows
 Focus on cities with high number of tourists
 Las Vegas, New York
 Candidate cities: Los Angeles, London
 The signature show for each city would attract tourists
 Las Vegas: Michael Jackson ONE, Beatles LOVE

Company Report
Team 6:
KIM, Daewoon
HWANG, Seo In
TALGUEN, Agathe

A. Introduction – Royal Opera House Intro & Brief History
 History
 1892: Theatre Royal was renamed Royal Opera House
 2000: Finished renovation to carry two companies of Opera and Ballet
 2013: Alex Beard became CEO of Royal Opera House
 Customer Profile
 Socio-demographic criteria
 Maintained 96% level of occupancy at Covent Garden theatre
 730K attendances of ROH cinema screenings worldwide
 Geographic criteria
 37% of theatre audiences from outside of London
 86% of cinema audiences from outside of London
 Visions over customers
 Encouraging ownership & involvement among audiences with full scale
of digital technologies
 Extending memberships via various channels including cinema and
digital media

A. Introduction – Competitor: Opéra National de Paris
 History
 1990: Palais Garnier and Opera Bastille merge to form Opéra de Paris
 1994: Paris Opéra became Opéra National de Paris
 2014: Stéphane Lissner became director of Opéra national de Paris
 <28 yrs old ppl : 17.1% of total audiences
 Average age of audiences : 46 yrs old
 Occasional audiences (1 performance per season) : 37.0 % of total
 Subscribers : 34.1 % of total audiences
 French audiences : 86.5% (among them, 48.9% Parisians)
 Foreign audiences : 13.5%
 Visions over customer
 Drawing new audiences : increasing the number of young audiences
 Enhancing the number of subscribers

A. Introduction – Competitor: Sydney Opera House
 History
 1973: Opened to public on Oct 20th
 2007: Included on UNESCO World Heritage List
 2012: Louise Herron became CEO of Sydney Opera House
 Occasional audiences (1 performance per season) : 31% of total
 Visit frequency : 23% once a yr, 22% once every 6 mths, 21% less than once a yr,
14% once every 3 mths
 Australian audiences : 79% (among them, 19% from Sydney)
 Foreign audiences : 20% (8% China, 4% USA, 4% UK, 4% New Zealand)
 Customer experience
 Reasons of differentiated SOH : 72% view of Sydney, 69% experience of SOH,
41% quality performance
 Vision over customers
 Increasing young audiences via education events or school concerts

B. Comparison – Royal Opera House KPI
ROH ONP SOH
Revenue
(2015) 160.6M USD
(2014) 156.8M USD
(2013) 140.3M USD
(2015) 214.6M USD
(2014) 219.4M USD
(2013) 205.8M USD
(2015) 82.8M USD
(2014) 83.1M USD
(2013) 80.2M USD
Profit
(2015) 3.9M USD
(2014) 1.0M USD
(2013) (3.2)M USD
(2015) 0.85M USD
(2014) 3.93M USD
(2013) (9.55)M USD
(2015) 0.85M USD
(2014) 5.84M USD
(2013) (1.2)M USD
Attendance
(2015) 740,000 seats
(2014) 774,000 seats
(2013) 675,000 seats
(2015) 771,920 seats
(2014) 730,300 seats
(2013) 710,000 seats
(2015) 1,516,550 seats
(2014) 1,445,553 seats
(2013) 1,388,922 seats

Part II.
Internet Marketing
Activities

A. Internet Marketing Activities of ROH - Website
Royal Opera Ho
use
Opéra National de Pa
ris
Sydney Opera Ho
use
Visit duration 3:37 4:33 3:55
Pages per visit 5.49 7.77 4.09
Bounce rate 47.74% 32.18% 36.12%
 Main Postings
 Promotion of ticket purchase
 “Save the cart” function
 Ticket “Search” function
 Performance information
 What’s on / News
 Membership & Network promotion
 Friend or Patron
 Learning for students
 News + “Features”
 Ballet-relevant journals and etc.
 SNS account linkage below
 Direct tweets from Twitter account

A. Internet Marketing Activities of ROH - Facebook
Royal Opera Ho
use
ris
Sydney Opera Ho
use
Page like 321,283 190,559 932,082
Avg like 971 659 366
Avg comment 42 20 32
Avg share 157 82 35
Avg reward 0 0 0
 Main Postings
 Media → Posts
 Initial exposure of direct photos/videos
from shows or rehearsals
 Hyperlinks
 Connected to News & Features section of
official website
 Not initially promotional
 Short performance clips
 No links to ticket purchase webpage
 “Journal-style” postings
 Performance genres integrated
 Ballets & Operas

A. Internet Marketing Activities of ROH - YouTube
Royal Opera Ho
use
ris
Sydney Opera Ho
use
Subscriber 238,881 14,438 11,233
View 68,210,394 3,481,129 5,704,418
Avg Pageview 24,461 1,098 2,831
Avg Like 382 12 13
Avg Dislike 4 0 3
 Main Postings
 Header image viewpoint as spectator
 Feeling of authentic channel to view
performances
 ROH performance-centered
 Trailers + performance clips + on-live
rehearsal clips + commentaries
 Performance genres integrated
 Ballets & Operas
 Playlist categorized
 No paid admission
 Context with hyperlinks to website
 Informative & inductive

A. Internet Marketing Activities of ROH - Instagram
Royal Opera Ho
use
ris
Sydney Opera Ho
use
Post
894 1,292 1,378
Follower
200,000 93,100 72,200
Avg like
4,470 2,647 1,972
Avg comment
23 13 11
 Main Postings
 Photo-image only
 Integrating backstage scenes and
performance ones
 Diverse scale of sceneries – inducing more
intimacy to audiences/followers
 Visual timeline campaign
 Planned uploading of images In series
 Tagging performers’ SNS accounts
 Allowing followers’ further access to
performers’ society
 NO hyperlinks
 Promotes consistent hashtags among
followers to induce search traffic

A. Internet Marketing Activities of ROH - Twitter
Average is for 30 recent postings from 2016/12/01
Royal Opera Ho
use
ris
Sydney Opera Ho
use
Total Visits 32,776 8,057 9,360
Follower 170,443 185,000 121,520
Account Like 7,375 2,821 4,506
Avg Retweet 27 14 13
Avg Like 81 33 36
 Main Postings
 Retweet platform
 @TheRoyalOpera & @TheRoyalBallet
 More followers than two account
combined
 Retweets Real-time updates about
performance changes and
announcements
 Featuring broad spectrum
 Retweets relevant news or media exposure
tweets
 Hyperlinks to News & Features webpage
 Retweets performers’ personal comment
tweets
 Memes & GIFs
 Not much ticket-purchase inductive

B. Competitors’ Marketing – Opéra National de Paris
 General information
 New website launched in 2015 (category rank– Arts and entertainment in 2017 : #52) – mobile-friendly
 Number of unique visitors : 3,862,100 (from Sept 1st 2015 to Sept 1st 2016)
 Traffic from France (67.96%), US (5.75%) and UK (3.86%)
 SNS Marketing Activities
 2 Facebook pages
 2 Instagram accounts
 2 Twitter accounts
 One for SoundCloud, YouTube, Google+, DailyMotion
 2 mobile applications: Paris Opera App (launched June 2016) = ticket booking M-ticket / 3ème scène App =
immersive virtual experience
One account for entire entity Opéra de Paris
and the other one dedicated to ballets

 Communication
 Content of social media’s posts : upcoming performances – casts, slideshows, previews and podcasts relating to
productions – Backstage – 3ème scène promotions
Facebook TwitterYouTube Instagram
B. Competitors’ Marketing – Opéra National de Paris
 Sales
 Over 55% of tickets sold online (website + mobile app)
 A 3.9 point progression compared to 2014/2015
 Offline sales : audiences looking for information and advice

B. Competitors’ Marketing – Sydney Opera House
 General information
 Traffic from Australia 72.15%, United States 10.05, UK 3.34%, Canada 1.47%)
 Publicity and advertising expenses in 2016 : 4.85M USD
 SNS Marketing Activities
 Each for Facebook, Instagram, Twitter, YouTube
 One for TripAdvisor – SOH as a landmark
 One in Weibo – currently does not exist anymore; redirects to Weibo main
 1 mobile applications : involvement & exploration around the area
 Access rate from SNS Channels
 Facebook (89.64%)
 YouTube (4.89%)
 Twitter (3.24%)
 Others (2.23%)

B. Competitors’ Marketing – Sydney Opera House
 Issue of binary values in cultural entity and landmark
 As SOH became world heritage, the company serves more as a landmark rather than a cultural entity
 SOH’s Instagram account seems to be more as an advertisement for Sydney and Australia
 As a landmark, SOH aims to be more as a socializing cultural center for locals and visitors : GIVE or SCHOOLS at
website menu
 Recent channel renovation
 For 16FY Customer’s negative feedback, website took 61% due to site congestion issue
 Key initiatives to improve the customer experience include :
- Commencement of a digital transformation project, part of which includes implementation of
online waiting room to minimize website downtime when high-demand events that cause congestion
are on sale
- Introduction of electronic ticketing and entry scanning to minimize ticket collection wait times onsite

Part III.
Recent Campaigns &
Performance
Measurements

A. Recent Campaign – Royal Opera House
Campaign
- The last Ballet performance of 2016 : “a classic Christmas treat”
- Performance period : Nov 2016 ~ Jan 2017
- Goal : make it viral during December or until Christmas 2016
which is the peak season for the show; promote cinema screening
of performances around the world
- Marketing channels : ATL, BTL combined
Results
- Not significant yet acknowledgeable effort
- SNS context fails to separate classic ballet & ROH
- However, YouTube subscribers increased distinctively
- Rather focused on channel/brand promotion than performance

B. Performance Measurement – Exposure
 Facebook – Nov 18th, 2016
 Highlight Clip
 Link to website & YouTube clip
 As soon as ticket opens
 Result - Viral
 2,273 shares (Avg : 157)
 295 comments (Avg : 42)
 6,100 reactions (Avg : 971)
 Good introductory yet lacking ease of approach to
performance

 Twitter – Nov 19th, 2016
 Countdown images
 Daily promotion until Dec 24th
 Result - Viral
 2,273 shares (Avg : 157)
 6,100 reactions (Avg : 971)
 Good introductory yet lacking ease of approach to performance

 Instagram – Dec 1st, 2016
 24 consecutive countdown images
 Holiday SNS promotion until Dec 24th
 Result - Average
 4,955 likes (Avg : 4,470)
 Most viral : Tutu “8”
 More as a counting game with fans
 No hyperlink
 No hashtag
 Inconsistent promotion : mainly
promoting ROH cinema

 YouTube – Dec 16th, 2016
 5-minutes commentary clip
 About a week before the targeting holiday
 Result – specially effective for new subscribers
 102,620 views (Avg : 24,461)
 2,155 likes (Avg : 382)
 Increased subscribers even after the target
period – showing the company value, not the
ballet

B. Performance Measurement – Search
2016.12.8 – Instagram “Tutu 8” : 79
Traffic
• Oct 2016 : 720,000 visits
• Nov 2016 : 600,000 visits
• Dec 2017 : 630,000 visits
• Jan 2017 : 640,000 visits
• Feb 2017 : 420,000 visits
2016.12.18 – YouTube (12/16) : 66
 Classic ballet on holiday
 Rather considerable maintenance of Google
Trends
 Spikes along with Instagram & YouTube
 Website traffic steadiness over the period
 Sharp drop after the performance

Campaign
- Season 2017/2018 programming : “Let yourself be carried away”
- Objective : Season 2017/2018 programming presentation along
with performances and time information
- Start: Jan 15, 2017 / Official unveiling: Jan 25, 2017
- Exposure : viral marketing using social media (use of Facebook live)
and public relations (press conference)
Results
- Overall exposure went up
- Success of the campaign on Facebook (FB Live: 4 458 likes) and
Youtube (trailer : 4 396 views)
- Disappointing results on Instagram and Twitter
- On google trends, the level of interest for Opéra de Paris
increased during the campaign kick off
C. Competitor Campaign – Opéra National de Paris

Traffic
• Nov 2016 : 380,000 visits
• Dec 2016 : 530,000 visits
• Jan 2017 : 520,000 visits
• Feb 2017 : 480,000 visits
• Mar 2017 : 360,000 visits
Exposure – Google Search
• Traffic decreased of 10,000 visits from Dec 2016 to Jan 2017
• January traffic relatively high compared to Nov 2016 and Mar
2017 (off-peak months)
• Dec 2016 as a special month for Opéra de Paris
 One of most expected Ballet of the year : Swan Lake
 Summer 2017 tickets went on sale
 Several Danseur Etoile nominations before the end o
f the year
 2017-18 season for Paris National Opera was leaked
online
Explain the peculiarly great traffic for this month
• End of January 2017 campaign helped Opera de Paris maintai
ning a high level of traffic in Feb, before a sharp decline in Ma
rch.

Exposure SNS – Facebook
 6 main posts : 3 before the official unveiling, and 3 after (including a Facebook live)
 Period : Jan 15 ~ Jan 28 during 2017
 Success of the Facebook live – compelling, real-time, dynamic
Jan 15
304
37 Shared
6 Comments
8,711 Video views
Jan 22
511
170 Shared
43 Comments
121,592 Video views
Jan 24
213
21 Shared
10 Comments
6,307 Video views
Jan 25
2,687
813 Shared
69 Comments
127,336 Video views
Jan 28
272
41 Shared
3 Comments
Jan 28
4,458
960 Shared
538 Comments
454,507 Video views

Exposure SNS – Instagram
• On Instagram, Opéra de Paris fan base prefer an entertaining content rather than an informative content
• Weak Twitter account of Opéra de Paris
Exposure SNS – Twitter
573 Likes
0 Comment
24 Likes
6 Retweets
#ONP1718
2,647 Avg Likes
13 Comment
33 Avg Likes
14 Avg Likes Comment

Exposure – YouTube
• 1 main video and 33 illustrative videos; all are extracts of future shows, published on Jan 25, 2017
• The main video recorded 4,396 views
• Upward sloping of viewer statistics – the number of views increased sharply right after posting, and since March, the
growth has stabilized

Search - Google trends
 Level of interest went up between Jan 25th and Feb 1st 2017
 Jan 25 : unveiling of the season + subscribers’ registration opening for 2017/2018.
 Feb 1st : Ballets sales + season 17/18 campaign opens
 Search interest decreased after Feb
 Timetable reasons on sales opening (info-leakage scandal) clearly impact the level of interest

Exposure SNS – Twitter
1. #BuildAustralia LEGO (482) 2. #LunarNewYear (236) 3. #Allaboutwomen (224)
 Popular posts are irrelevant to their cultural performances
 Even for relevant campaign, concert, itself, only got 9 retweets and 24 likes
 SOH’s significant lack of marketing source for cultural events
C. Competitor Campaign – Sydney Opera House

1. LunarNewYear (6,230) 2. View (5,003) 3. view2 (4,503)
Exposure SNS – Instagram
 Again, popular posts are irrelevant to their cultural performances
 For performance campaign, it only got 443 likes (Avg : 1,983)
 Instagram more about SOH as a landmark marketing platform

1. AllAboutTheWomen (94,151) 2. Suzi Quatro Concert Hall (18,928) 3. VividLIVE (#17,521)
Exposure SNS – FaceBook
 Viral postings are all in video formats
 Two out of three top viral posts are event-relevant
 Using the viral/popular hashtag might dilute customer experience within the platform
 Average reaction number within FB is 17,324

1. Homer Simpson vs. Sydney Oper
a House (32,299) 2. Live Streaming (18,214) 3. Circus1903 Trailer (17,477)
Exposure – Youtube
 In YouTube, top post is more connected to existing media content rather than cultural performances
 But, compared to FB, the reaction level is far stronger (YT average : 2,843)
 Shown from FB and YT cases, SOH may need more video content to promote platform

Search – Social Platform Comparison
 Overall, SOH’s marketing channels are suffering from discrepancy
 FB and Twitters might be able to integrate more actively, since user spike pattern is similar on Jan 31, 2017
 Instagram may need to be segregated in terms of separating tour promotion from cultural experience
 Youtube needs more
 But, compared to FB, the reaction level is far stronger (YT average : 2,843)
 Shown from FB and YT cases, SOH may need more video content to promote performance contents

A. Recommendation – Mobile Application
 Integrative platform for diverse contents
 Been mobile-ready site since 2014 (app closed)
 Main problem : ticket purchase interface
 But are hyperlinks effective enough to induce customers in the future?
 Comparison with ONP
 Additional advertisement income
 Curating personal experience within a hand
 Not just about ROH performances
 Yet well-curated with taste of authentic ballet theatre
 Inducing wide range of users and visitors
 Single website may not handle this range of visitors
 Goes along with future customer vision
 Encouraging ownership & involvement among audiences with full scale of digital technologies
 Extending memberships via various channels including cinema and digital media Visions over customers

B. Recommendation – Clarifying Platform Boundary
 Platform profile
 FaceBook
 Most prominent platform
 Video clips within 1 minute
 YouTube
 Most persuasive power
 Video clips within 5 to 8 minutes
 Instagram
 Images with more carefully curated ROH context
 Hyperlinks & hashtags
 Twitter
 Most immediate/real-time platform
 GIFs or memes

References
http://www.roh.org.uk/
http://www.roh.org.uk/about/royal-opera-house/annual-report
https://trends.google.com/trends/explore?date=2016-11-01%202017-04-10&q=royal%20opera%20house
https://www.operadeparis.fr/en
https://www.operadeparis.fr/lopera-de-paris/rapport-annuel
https://trends.google.fr/trends/explore?date=2016-11-15%202017-04-14&q=Opéra%20de%20Paris
https://www.sydneyoperahouse.com/
http://www.deloitteaccesseconomics.com.au/uploads/File/Sydney%20Opera%20House.pdf
https://www.sydneyoperahouse.com/general/corporate-information/annualreport.html
https://trends.google.com/trends/explore?date=2016-11-15%202017-04-08&q=sydney%20opera%20house

Company Report
Team 7
KIM Sejun (acmong@korea.ac.kr)
CHA EUGENE (eugcatalyst@gmail.com)
LAPOUGE Celine (celine.lapouge@essec.edu)

Company
Introduction
Orchestra Industry
2

Los Angeles Philharmonic
● American orchestra based in Los Angeles, California, United States, Founded in 1919
○ The vibrant leadership of Music & Artistic Director Gustavo Dudamel
○ Inspiring array of music, through a commitment to foundational works and adventurous explorations
○ The LA Philharmonic recognized as one of the world’s outstanding orchestras is leading the way in ground-breaking
programming, both on stage and in the community, offering a diverse range of programs that reflect the orchestra’s
artistry and demonstrate its vision
● Evaluation
○ Music critics have described the orchestra as the most "contemporary minded", "forward thinking", "talked about and
innovative", "venturesome and admired" orchestra in America
○ According to the journal, "We are interested in the future. We are not trying to re-create the glories of the past, like so
many other symphony orchestras." “Especially since we moved into the new hall,” “our intention has been to integrate
21st-century music into the orchestra’s everyday activity”
○ Since the opening of the Walt Disney Concert Hall on October, 2003, the Los Angeles Philharmonic has presented 57
world premieres, 1 North American premiere, 26 U.S. premieres and has commissioned or co-commissioned 63 new
works
4

Los Angeles Philharmonic
● Walt Disney Concert Hall opened in October 2003
○ Immediately acclaimed for its architecture and its acoustics. In this remarkable new space, with the opportunity to
expand its performing and presenting activities, the Los Angeles Philharmonic entered a new era of excellence, and
shows no signs of stopping.
● Hollywood bowl is first outdoor community theater production
○ Pollstar Magazine's Best Major Outdoor Venue for the 13th consecutive year
○ The largest natural outdoor amphitheater in the United States
○ The mecca for summer concerts in Southern California
○ The summer home of the Los Angeles Philharmonic and home to the Hollywood Bowl Orchestra
○ A public park with 14 picnic grounds
○ The perfect place for small and large groups of music lovers to enjoy a night of outstanding music under the stars
5
Regular Season
< Walt Disney Concert Hall >
Summer Season
< Hollywood Bowl >

Philharmonie de Paris
● Cultural institution in Paris, built in 2015
○ The main buildings are all located in the Parc de la Villette at the northeastern edge of Paris in the 19th arrondissement.
○ At the core of this set of spaces is the symphonic concert hall of 2,400 seats designed by Jean Nouvel
○ Construction had been postponed for about twenty years to complete the current musical institution la Cité de la
Musique designed by Christian de Portzamparc
○ Mainly dedicated to symphonic concerts, the Philharmonie de Paris also present other forms of music such as jazz and
world music
6

● Programming
○ Foremost ambition is to bring the best musical repertories to the public in spaces designed to magnify the listening
experience, but also to enable active appropriation: concerts and shows, exhibitions, workshops, formations, lectures
● Museum & Exhibitions
○ Since its opening in 1997, the Museum of Music has become world renowned for its collection and presentation of
musical instruments.
○ The historical heritage within its walls spans centuries, from the 16th century to today, and is a testament to the wealth of
musical invention in every culture in the world. The relationship between music, instruments and art objects is further
enhanced by dynamic temporary exhibitions, which weave in other arts and key historical themes.
7

Seoul Philharmonic Orchestra (SPO)
● Asian best orchestra in Korea, Founded in 1948
○ Central role in enriching the cultural lives of Korea's citizens.
○ In 2005, under the leadership of the former music director Maestro Myung-Whun Chung, the orchestra was reborn,
setting a new standard for orchestral music in Korea.
○ With distinguished guest conductors, soloists and the Grawemeyer award-winning Composer-in-Residence Unsuk Chin,
the SPO continues to take the initiative in shaping the Korean classical music scene.
● Sejong Center for the Performing Arts is the largest arts and cultural complex in Seoul
○ Situated in the center of the capital, on Sejongno, a main road that cuts through the capital city of the Joseon Dynasty.
○ "built as a cultural center for Seoulites." It currently is home to the biggest pipe organ in Asia.
8

Seoul Philharmonic Orchestra
● Principal guest conductor
○ Music Director of the Utah Symphony since 2009, Thierry Fischer is also Honorary Guest Conductor of the Nagoya
Philharmonic (Japan), where he was Chief Conductor 2008-2011. He was Principal Conductor of the BBC National
Orchestra of Wales 2006-2012.
○ Markus Stenz is Principal Conductor of the Netherlands Radio Philharmonic Orchestra and Principal Guest Conductor of
the Baltimore Symphony Orchestra. From 2017 he is Conductor-in-Residence of the Seoul Philharmonic Orchestra.
9

Financial Information
10
● Main Business Unit

Financial Information
11
● Key Performance Indicator
○ Ticket sales : increasing per-ticket price
○ Subscription revenues : decline has been concentrated in larger
orchestras, with smaller orchestras showing some subscription
revenue growth
○ Store sales

Internet
Marketing
Activities
Communication & Sales
12

13

IM Activities- Facebook cont.
16

IM Activities- Twitter cont.
18

IM Activities - Instagram cont.
20

IM Activities – Youtube cont.
22

IM Activities – Mobile App.
24

Campaign
Performance
Measurement
Campaigns
Recommendations
25

Recent Campaign 1 : Season 2017-2018 Opening
Dates of the campaign: Feb. 27, 2017 - March 1, 2017*
*cover picture is still active on the website and social networks
Teasing about the announcement of the new season
Results
26
44,000 views of the final video
1307 reactions to the posts
286 shares of the campaign
+23,9% visits on the website in
March
86 likes on the campaign

Recent Campaign 1 : Season 2017-2018 Opening
The idea: A teasing of the announcement a few days in advance in order to raise customers’ interest.
27
Twitter posts
Instagram posts
Facebook posts
● Use of a multi channel strategy
combining Facebook, Instagram,
Twitter, Youtube and the website in
order to reach the maximum number of
customers
● A regular teasing to create a feeling of
wait and mystery among the viewers
● On the last day, finally unveiling the
visuals and the program

Recent Campaign 1 : Season 2017-2018 - Performance Measurement
28
On Facebook, the campaign generated a total of 1307
reactions.
The Video uploaded on the last day of the campaign
was seen by 44,000 users.
The publications of the campaign were shared 419
times
However they only generated 21 comments
1176
122
9
Facebook
418
21

Recent Campaign 1 : Season 2017-2018 - Performance Measurement
29
Twitter Instagram
● Same series of posts
● 86 likes - 36 retweet
● Same series of posts
● 651 likes - 10 comments - 3354 views of the
video

Recent campaign 2: Reykjavik Festival
30
First post on January 17th, still ongoing
Presenting LA Phil’s Reykjavik Festival
Results
39,000 views of the videos
2214 reactions to the posts
314 shares of the campaign
+23,9% visits on the website in
March
16 Twitter posts
48 posts with #Reykjavikfestival

Recent campaign 2: Reykjavik Festival - Performance management
31
Facebook
19 posts posted by LA Phil
A total of 2214 reactions
84 comments
314 Share
39000 views on the videos

32
Top Posts
13,000 views - 23 shares 17,000 views - 72 shares

33
● 16 posts by @LAPhil
● 187 Likes
● 95 Retweets
● 48 posts with
#Reykjavikfestival
● 13 posts by @LAPhil
● 4413 Likes
● 5971 views on the videos
● 245 posts with
#Reykjavikfestival

Recent Campaigns: Website Traffic
34
313,900
253,000
Website Traffic:
+23.9%
It appears that the traffic on the website increased
by 23,9% between February and March, and this
might be due to the visitors going to check the
program of the new season.

Comparison: Ludwig Van @ Philharmonie de Paris
35
Event from 10/14/2016 until 01/29/2017
On average: One post every 3 days during the exhibition
Campaign started in September
Results
34 Posts
average: 287 reactions/post
921,559 views on the videos
3904 shares
24 Twitter posts

Comparison: Ludwig Van - Strategy
36
The Strategy - main lines:
- Very regular posting (about 1 every 3
days during the exhibition)
- (Humoristic) videos to catch the viewer’s
attention
→ Strong engagement of the viewers who react
to the posts, comment and share them.
8235
618
812
3904
320

Comparison: Ludwig Van @ Philharmonie de Paris
37
LA Phil
155,547 likes
5,501 subscribers
37,800 followers
60,500 followers
114,280 likes
1,778 subscribers
27,000 followers
310,000 followers
Overall, LA Phil has more followers on social
networks than Paris.
→ Why did their campaigns
get less reactions?
● More posting → increased visibility
● Use of humor/videos in the ads
● Content that even people who are
not particularly sensitive to Opera will
enjoy → content is more likely to be
shared

Comments & Recommendations
Cultural companies like LA Phil do not necessarily have enough budget to launch huge
campaigns on the media
→ Social Networks can provide them with a visibility that they could not get otherwise
Recommendations:
- Use more hashtags on social networks to increase the visibility and encourage
user-generated content
- The content of the posts has to be accessible to anyone
- Use videos to get the viewer’s attention
- Separate the campaigns in order to maximize the activity for each one
- Use more links to different artists/contents in order to attract newcomers
38

Internet Marketing Company Report 2017 Spring: Cultural Institutions

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Internet Marketing Company Report 2017 Spring: Cultural Institutions