EMBEDDING DIGITAL IN A HERITAGE ORGANISATION

• Moving from transaction to relationships• Understanding our customers’ needs• Giving excellent customer service • Surprising and delighting visitors

4

REACH AND ENGAGEMENT150,000reached through Education

691 Events beyond the main stage

140MFB pageimpressions

92,000Twitter followers

8.6MVisits to website

500,000Email subscribers

1.6MTickets issued

55,000tour visitors

223,000Facebook likes

388Events in themain auditorium

DIGITAL VISIONThrough embracing digital platforms and channels, the Hall will share its stories – history, customer experience, events and public benefit activities – to create and nurture public passion for the Royal Albert Hall and to maximise associated revenues which support the Hall’s future work

DIGITAL STRATEGY• To sell more tickets, with less waiting• To create new opportunities for more

interaction in more places• To tell the full story of the Hall

DIGITAL CHANNELS• Website• On site• Social channels

• Moving Customer Services to contact centre. Creating conversations.

• Content which has• Newsworthiness• Novelty• Name (celeb)

AUDIENCESHuge databaseSegmented based on previous booking historyMorris Hargreaves McIntyre Culture Segments Knowing what motivates our audiences, what they respond to

ON SITEChallenges

• Grade I listed building• Lack of space• No wifi• It’s all about LIVE

DESIGN PRINCIPLES1. Be open to all2. Consider more than just the auditorium3. Design once, use lots4. Embed our hi(story) in experiences5. Consider the value6. Make data driven decisions7. Empower our staff8. End to end experiences9. Extend the sphere of the Hall

WEBSITE

WEBSITE• More tickets, less waiting

• 77% more tickets in first hour of on-sale for BBC Proms than 2015)

• More interaction in more places• Responsive / multi-device

• Telling the full story• News, history, events driving to

deeper content

MORE TICKETS, LESS WAITING

LESS WAITING ONLINE BUT…

MORE INTERACTION IN MORE PLACES

TELL THE FULL STORY

TELL THE FULL STORY

TELL THE FULL STORY’Twas the Night Before Christmas359,556 total views  

Possibly the best Christmas Card ever!

What a splendid thing you've all done! I loved it. Thank you. Happy Christmas

Fabulous - and it's the story we read every Christmas Eve to our children (now aged 13 and 10!) Merry Christmas x

What a festive surprise. Thank you so much and a "Merry Christmas to you all."This really is a WOW!

BRILLIANT! Happy Christmas to you all!

BE HUMAN!

UNRIVALLED HISTORY OF PERFORMANCE

FIND WAYS TO EMBRACE THE NEW

“She told us to take inspiration from the most random places… And when we listened to the songs she’d written, we saw that it really does work.” Isla, student

“To have the opportunity to sit a few feet from one of my biggest songwriting inspirations … It really was a pinch myself moment!” Joe, student

“If the only thing I got to do in my career was play a sold-out show at the Royal Albert Hall, I would be totally floored.”Kacey Musgraves

Guardian 19 November 2015“This is the fanciest place I’ve ever been to,’ she says. ‘How did they let me in?’"SHARE

UNFORGETTABLE EXPERIENCES

FOR APP’S SAKE

IN CONCLUSION• Define your goals – 3 or 4 things• Find out what makes your audience tick• Create some design principles (and stick

to them)• Keep referring back to your goals • Exploit your strengths• Be true to your brand• (but push the boundaries a little)

THANK YOULouise HallidayHead of Marketing and CommunicationsRoyal Albert Hallwww.royalalberthall.com

@royalalberthall

/royalalberthall

@royalalberthall

1871royalalberthall