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#NoReallyEverythingIsGoingToBeOk

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Slide deck from Sydney Skybetter's #NoReally session at Dance/USA in San Francisco, 2012.

Published in: Technology, Business
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#NoReallyEverythingIsGoingToBeOk

  1. 1. #GoingToBeOk
  2. 2. rules
  3. 3. rules / blog / facebook the frack out of 1. tweetthis.
  4. 4. rules / blog / facebook the frack out of 1. tweetthis.2. you’re probably smarter than me. dish!
  5. 5. rules / blog / facebook the frack out of 1. tweetthis.2. you’re probably smarter than me. dish!3. please. don’t be that guy.
  6. 6. rules / blog / facebook the frack out of 1. tweetthis.2. you’re probably smarter than me. dish!3. please. don’t be that guy.4. note: there will be one swear word today.
  7. 7. why are you here?
  8. 8. where’s my jetpack?
  9. 9. sad trombone mamapop.com
  10. 10. Change is accelerating.Did you hear how they *literally* resurrected Tupac Shakur? Hisdefunct twitter account has more followers than the New York City @HologramTupac
  11. 11. (and your website is out of date)
  12. 12. how does it all come together? introducing @youvecottmail, director of marketing at the Alvin Ailey American Dance Theater.
  13. 13. What’s the ROI ofdigital marketing?
  14. 14. Social Media
  15. 15. Social Media
  16. 16. Social Marketing
  17. 17. Sponsored Facebook ads
  18. 18. Sponsored Facebook ads
  19. 19. Sponsored Facebook ads
  20. 20. Sponsored Facebook ads
  21. 21. Sponsored Facebook ads Posts the news on a person’s Facebook ‘wall’
  22. 22. Sponsored Facebook ads Posts the news on a person’s Facebook ‘wall’ Also ran a variation with RSVP option
  23. 23. Opening Night sweepstakes
  24. 24. Opening Night sweepstakes
  25. 25. Impact of social marketing
  26. 26. Impact of social marketing• Via the Sweepstakes, we added
  27. 27. Impact of social marketing• Via the Sweepstakes, we added • 5,000+ new Facebook ‘likes’
  28. 28. Impact of social marketing• Via the Sweepstakes, we added • 5,000+ new Facebook ‘likes’ • 2,000+ new emails
  29. 29. Impact of social marketing• Via the Sweepstakes, we added • 5,000+ new Facebook ‘likes’ • 2,000+ new emails• ROI of Facebook marketing for Ailey’s 2011 New York season:
  30. 30. Impact of social marketing• Via the Sweepstakes, we added • 5,000+ new Facebook ‘likes’ • 2,000+ new emails• ROI of Facebook marketing for Ailey’s 2011 New York season: for every $1 spent, we earned over $4
  31. 31. Online banner ads
  32. 32. Ads seen only by people we target…
  33. 33. Ads seen only by people we target…
  34. 34. Social media overlay of current audience
  35. 35. Social media overlay of current audience 195,355 current audience
  36. 36. Social media overlay of current audience an additional 854,307 had ‘strong ties’ 195,355 current audience
  37. 37. Social media overlay of current audience an additional 854,307 had ‘strong ties’ 1,000,000+ people 195,355 current audience
  38. 38. Social media overlay of current audience an additional 2,704,095 part of ‘friends’ network an additional 854,307 had ‘strong ties’ 195,355 current audience
  39. 39. Social media overlay of current audience an additional 9,854,321 part of an extended network an additional 2,704,095 part of ‘friends’ network an additional 854,307 had ‘strong ties’ 195,355 current audience
  40. 40. Social media overlay of current audience an additional 9,854,321 part of an extended network an additional 2,704,095 part of ‘friends’ network 13,600,000+ people an additional 854,307 had ‘strong ties’ 195,355 current audience
  41. 41. Impact of new banner ad strategy• ROI of targeted banner ads
  42. 42. Impact of new banner ad strategy• ROI of targeted banner ads (post-click or post-view):
  43. 43. Impact of new banner ad strategy• ROI of targeted banner ads (post-click or post-view): for every $1 spent, we earned over $8
  44. 44. Impact of new banner ad strategy• ROI of targeted banner ads (post-click or post-view): for every $1 spent, we earned over $8• Also added thousands of new prospects to Ailey’s online ‘pixel pool’ for future online marketing campaigns
  45. 45. Google AdWords
  46. 46. Generic search terms have value…
  47. 47. Generic search terms have value…
  48. 48. Generic search terms have value…
  49. 49. Google AdWords
  50. 50. Google AdWords• Google grant provides FREE AdWords
  51. 51. Google AdWords• Google grant provides FREE AdWords• up to $10,000/month of clickthroughs
  52. 52. Google AdWords• Google grant provides FREE AdWords• up to $10,000/month of clickthroughs http://www.google.com/grants/
  53. 53. Google AdWords• Google grant provides FREE AdWords• up to $10,000/month of clickthroughs http://www.google.com/grants/• For every $1 in donated AdWords, we earned $80 in ticket sales
  54. 54. Email
  55. 55. The value of following up (part 1)
  56. 56. The value of following up (part 1)
  57. 57. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December”
  58. 58. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate
  59. 59. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate
  60. 60. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned
  61. 61. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned
  62. 62. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned
  63. 63. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned • Re-sent to non-openers a week later
  64. 64. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned • Re-sent to non-openers a week later New subject line: “The Best Seats at the Best Prices”
  65. 65. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned • Re-sent to non-openers a week later New subject line: “The Best Seats at the Best Prices” 12% open rate
  66. 66. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned • Re-sent to non-openers a week later New subject line: “The Best Seats at the Best Prices” 12% open rate 17% clickthrough rate
  67. 67. The value of following up (part 1) • Email #1 sent Sept 20, 2011 Subject line: “5 Reasons to See Ailey in NYC this December” 20% open rate 10% clickthrough rate For every $1 spent, $20 earned • Re-sent to non-openers a week later New subject line: “The Best Seats at the Best Prices” 12% open rate 17% clickthrough rate For every $1 spent, $20 earned
  68. 68. The value of following up (part 2)
  69. 69. The value of following up (part 2) • If site visitor is in Ailey’s email database and doesn’t buy after browsing for tickets…
  70. 70. The value of following up (part 2) • If site visitor is in Ailey’s email database and doesn’t buy after browsing for tickets…
  71. 71. The value of following up (part 2) • If site visitor is in Ailey’s email database and doesn’t buy after browsing for tickets… • 48 hours later, a follow-up email was sent out Subject line: “Exclusive Video: Ailey Season Sneak Peek”
  72. 72. The value of following up (part 2) • If site visitor is in Ailey’s email database and doesn’t buy after browsing for tickets… • 48 hours later, a follow-up email was sent out Subject line: “Exclusive Video: Ailey Season Sneak Peek” • 54% open rate
  73. 73. The value of following up (part 2) • If site visitor is in Ailey’s email database and doesn’t buy after browsing for tickets… • 48 hours later, a follow-up email was sent out Subject line: “Exclusive Video: Ailey Season Sneak Peek” • 54% open rate • 24% clickthrough rate
  74. 74. The value of following up (part 2) • If site visitor is in Ailey’s email database and doesn’t buy after browsing for tickets… • 48 hours later, a follow-up email was sent out Subject line: “Exclusive Video: Ailey Season Sneak Peek” • 54% open rate • 24% clickthrough rate • Average order = $180
  75. 75. Email campaign
  76. 76. Email campaign• For every $1 spent on ALL emails sent about our NY season, we earned $25.
  77. 77. ROI* for Ailey’s 2011 NYC season digital marketing campaigns ROI Social Marketing 314% Banners / Google 1,403% Email Marketing 2,317% Total 1,009%
  78. 78. ROI* for Ailey’s 2011 NYC season digital marketing campaigns ROI Social Marketing 314% Banners / Google 1,403% Email Marketing 2,317% Total 1,009%
  79. 79. ROI* for Ailey’s 2011 NYC season digital marketing campaigns ROI Social Marketing 314% Banners / Google 1,403% Email Marketing 2,317% Total 1,009%* note: ROI only reflects online sales that were directly trackable. If we were able to track the impact of digital marketing on all other sales, the ROI would be even higher.
  80. 80. What’s the ROI ofdigital marketing?
  81. 81. What’s the ROI ofdigital marketing?
  82. 82. digital marketing?
  83. 83. What’s the COI ofdigital marketing?
  84. 84. Questions?tcott@alvinailey.org
  85. 85. what’s a listeningorganization?introducing @toasterdog, founder, The Centerfor Sustainable Practice in the Arts
  86. 86. 20th century = Broadcast Mass Media
  87. 87. We forgot how to actively listen Comprehending Retaining Responding
  88. 88. With new technology,communication goes two "mass media” >>> "social media”
  89. 89. 1000s of channels......Nothing to watch
  90. 90. YouTube
  91. 91. How to Listen
  92. 92. Pay Attention Provide the Forum Audience Feedback News Alerts Social Media Activity
  93. 93. Show That Youre Listening Communicate your reach Respond Be gracious Keep things clean
  94. 94. Provide Feedback Establish Equity Address complaints Understand the format/forum Keep to the facts
  95. 95. How to say NO
  96. 96. Strategic Filtering Do we need to do this?   Do we have the resources? Does enhance our relationships?   Does it fit with what we do? Does it need to happen now? Are we excited?
  97. 97. Y/N
  98. 98. what we mean when we say“technology problem”introducing @jenniferedwards, of JenEdProductions and #ChangeAgency
  99. 99. Technology is acommunications toolinvented by humans.
  100. 100. 2 Sides of Modern Tech
  101. 101. 1436
  102. 102. Stressmake choices.stick to themreevaluateeverything changes
  103. 103. Build a Foundation of Communication
  104. 104. open blindhidden unknown
  105. 105. open blindhidden unknown
  106. 106. open blindhidden unknown
  107. 107. open blindhidden unknown
  108. 108. open blindhidden unknown
  109. 109. We are all connected.
  110. 110. mental barriers to entry introducing @inddsgn, dean of the school of the arts at Purchase College.
  111. 111. competition futureintroducing @tendutv, founder, Tendu.tv.
  112. 112. “Globalization is happening in dance, and American companies are losing a battle many dont even realize theyre fighting.” David Hallbergs Move to the Bolshoi: The Beginning of the "Moneyball-et" Era?
  113. 113. Australia, Netherlands, Belgium, Sweden, Canada, Denmark United Kingdom, Germany, France, Spain (United States)
  114. 114. Last Thursday... “Jeremy Hunt, the [UK] Culture Secretary, urged organizations to embrace digital technology to reach a wider audience and warned that future [government] funding could be dependent on bodies making their work available digitally.
  115. 115. The Digital Opportunity✤ Performing arts organizations can reach audiences directly and with immediate impact.✤ Organizations can use digital distribution to build brands, aggregate customer information and transact more quickly than ever before. It is estimated that 70 million iPads and 30 million iPhones will be sold in 2012.✤ Global sales of Smart TVs, defined as televisions able to access the internet, are expected to grow from 35 million in 2011 to 124 million in 2014.
  116. 116. More Complexity ✤ Discovery ✤ Standardization ✤ Localization ✤ Regulation
  117. 117. The Digital Challenge✤ Monetizing video content and You could watch all delivering a quality user experience of the television programs created in requires relationships with new the 1950’s and 1960’s in a single gatekeepers that seek network year programming and not niche content. It would take you 20,000 years to watch all of the✤ Increasing competition for viewer television programs created this year eyeballs makes discovery increasingly difficult. 72 hours of video uploaded to YouTube every✤ No standard deliverables: dozens of minute video formats and no consistent metadata or art specifications
  118. 118. So What The FrackDo We Do About It?
  119. 119. Complete the Cycle
  120. 120. The New Arts Model✤ Live is important, but not everything.✤ Make your art is an asset. Don’t get tied down.✤ Plan ahead and prepare. Use the whole cow.✤ Agility required. Make failure part of the project.✤ Solve the “Critic”-al Problem
  121. 121. Priorities✤ Creating audiences for new work by living artists (not just choreographers) - multiply the economic impact✤ Digital skill building/preparedness is not an option. Leave positive footprints.✤ Partner, partner, partner.✤ Tell the story, not the story of telling the story.✤ No sacred cows.
  122. 122. mkirschner@tendu.tv
  123. 123. so what the frack do you do?
  124. 124. the sunk cost fallacyACTIONABLE: KILL CRAP THAT YOU KNOW IS CRAP
  125. 125. organizational antibodiesACTIONABLE: ORGANIZE AGAINST THE NECKBEARDS
  126. 126. technology as practiceyou’re not a Buddhist if you don’t sit.
  127. 127. Expensive Wisdom:
  128. 128. Expensive Wisdom: (VLIC) through open source - Avoid a Vender Lock-In Clusterfuck code. (hat tip to @AdamTheHutt)
  129. 129. Expensive Wisdom: (VLIC) through open source - Avoid a Vender Lock-In Clusterfuck code. (hat tip to @AdamTheHutt) - Use analytics to continuously test your assumptions. All of them. (hat tip to @DMBootCamp4Arts)
  130. 130. Expensive Wisdom: (VLIC) through open source - Avoid a Vender Lock-In Clusterfuck code. (hat tip to @AdamTheHutt) - Use analytics to continuously test your assumptions. All of them. (hat tip to @DMBootCamp4Arts) - Take in more signals (follow @asymco, @hotdogsladies and today’s guests on Twitter, listen to “Back To Work” on @5by5 and “This Week in Tech on @TWiT, and join a @TimCynova-estilo drinking club).
  131. 131. who do you trust?the most important slide of all
  132. 132. #GoingToBeOk
  133. 133. #ThankYou @sydneyskybetter / edwardsandskybetter.com / ♥

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