digital is the new black - nampc 2014

TELLING YOUR STORY IN THE POST-DIGITAL WORLD

DIGITAL IS THE NEW BLACK

INTRODUCTIONS

DIGITAL IS THE NEW BLACK | #DigitalNB 2

Nella Vera Director of Marketing and Communications. TFANA. Brooklyn, New York Contact details [email protected] @spinstripes

Sarah Borenstein Digital Group Director. AKA NYC Contact details [email protected] @AKA_NYC #AKANYC

Gregory Hughes Marketing and Digital Media Coordinator. Jacob's Pillow Dance. Becket, Massachusetts Contact details: [email protected] @JacobsPillow

The AKA Group, including The Creative Partnership and Digital Media Services, employs over 300 staff with offices in New York, Los Angeles, London, Manchester, Sydney and Melbourne.

WHO ARE AKA?

DIGITAL IS THE NEW BLACK | #DigitalNB

• AKA was established in London in 1995.

• We are a management-owned, 360° full-service agency servicing arts and entertainment.

• Our NYC office of 50 experienced marketing professionals is led by Elizabeth Furze and Scott Moore.

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OUR CLIENTS

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WHY DIGITAL?

YOUR CUSTOMERS ARE CONSTANTLY CONNECTED. THEY

ARE CONSUMING INFORMATION AND ENGAGING WITHIN

THE DIGITAL ENVIRONMENT 24 HOURS A DAY.

THE STATISTICS


(SOURCE: BROADWAY LEAGUE 2014) (SOURCE: NELSON)

SO HOW DO YOU TELL AN ENGAGING STORY ONLINE?

THE FIRST STEP.

KNOW YOUR BRAND LIKE YOU KNOW YOUR BEST FRIEND.

THE KEY TO SUCCESS IS HAVING A CLEAR AND

INTIMATE UNDERSTANDING OF YOUR BRAND.

THIS WILL ENSURE YOUR MESSAGE IS CLEAR ,

MEMORABLE AND CONSISTENT.

KNOW YOUR BRAND LIKE YOU KNOW YOUR BEST

FRIEND.

THIS IS MY BESTIE ERIN. She is passionate about literature, the arts and cooking. She is smart, witty and incredibly funny. I know everything about Erin.

VISION VALUES AND BELIEFS PURPOSE PASSIONS PERSONALITY

YOU NEED TO KNOW EVERYTHING ABOUT YOUR BRAND.


ARTS INSTITUTIONS WITH STRONG BRANDS


TELL YOUR STORY.

DEFINITION: STORYTELLING IS THE INTERACTIVE ART OF USING WORDS AND ACTIONS TO REVEAL THE ELEMENTS AND IMAGES OF A STORY WHILE

ENCOURAGING THE LISTENER'S IMAGINATION. 1. STORYTELLING IS INTERACTIVE. STORYTELLING INVOLVES A TWO-WAY INTERACTION BETWEEN A STORYTELLER AND ONE OR MORE LISTENERS.

1. BE HUMAN

STEP OUTSIDE YOUR MARKETING HEAD.

WHAT DO PEOPLE REALLY WANT?

HOW CAN YOU BE RELEVANT?

Use listening tools like Sysomos, Hootsuite and Google Analytics to understand: •  Reach •  Consumer Feedback / Engagement •  Brand Loyalty •  Web Analytics •  Keyword / Search •  Demographic / Location

LISTEN


EXAMPLE: MATILDA LYRICS VIDEO


http://bit.ly/1tifGtc

EXAMPLE: MATILDA USER GENERATED CONTENT


EXAMPLE: MTC WEBSITE


•  Page views increased by 65% •  New site visits increased by 35% •  Bounce rate dropped 10% •  Ticket sales, subscriptions and

donations all increased.

PEOPLE NEED TO BE ABLE TO RELATE TO YOU AND CARE ABOUT WHAT YOU HAVE TO SAY. LEAD WITH STORIES ABOUT PEOPLE, NOT PRODUCTS.

EXAMPLE: BURBERRY / GOOGLE KISSES


http://bit.ly/1jx5JIm

2. BE WEIRD AND UNIQUE

REMEMBER…

THE AVERAGE U.S. CONSUMER SPENDS 60 HOURS A WEEK CONSUMING CONTENT

ACROSS DIGITAL DEVICES.

EXAMPLE: ONCE MUSIC VIDEOS


http://wdrv.it/1yeJGdP

EXAMPLE: A1 STEAK SAUCE


http://mashable.com/2014/05/15/a-1-steak-sauce-ad/

EXAMPLE: MET INSTAGRAM


3. BE PICKY

YOU ARE NOT MEANT TO BE EVERYWHERE TO EVERYONE. PICK YOUR MEDIUM CAREFULLY.

CONTENT DISTRIBUTION


SOCIAL WEB EMAIL MOBILE INFLUENCERS PARTNERS

EXAMPLE: ONCE MUSIC VIDEOS DISTRIBUTION


4. BE BUTTONED UP

CONTENT PLAN


Here is a simple template created by Likeable.com

RECAP


1. BE HUMAN

2. BE WEIRD AND UNIQUE

3. BE PICKY

4. BE BUTTONED UP

THEATRE FOR A NEW AUDIENCE


•  Renowned classical theatre company

•  After 34 years of being itinerant, TFANA opened

a new building in downtown Brooklyn.

•  300% increase in subscribers

•  Double the number of patrons under 30

•  Record attendance



http://bit.ly/1xauEqo

CHECKLIST FOR SUCCESS

1. Don’t fight the digital movement, get on it.

2. Keep the messaging very simple. Short actionable messages.

3. Invest in good creative.


INVEST IN GOOD CREATIVE

4. Integrate.


INTEGRATE

5. Have a plan.

6. Measure


MEASURE

7. Test everything.

8. Have a mobile strategy.

9. Digital is everyone’s job.

10. Be authentic.

http://youtu.be/OQSNhk5ICTI

11. Make it shareable.


MAKE IT SHARABLE

A National Historic Landmark and National Medal of Arts recipient, Jacob's Pillow is home to America's longest running dance festival, located in the Berkshire Hills of Western Massachusetts. In 2014, the Pillow hosted its 82nd world-renowned dance Festival.

JACOB’S PILLOW DANCE FESTIVAL


• 50 dance companies from across the U.S. and around the globe

• 200 free performances, talks, and events • Professional training programs (The School at

Jacob’s Pillow)

• Rare and extensive dance Archives • Community programs designed to engage and

educate audiences of all ages

• Virtual Pillow and Jacob’s Pillow Dance Interactive

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THE STORIES WE TELL


Pinpoint the platforms that effectively tell the story of your organization and reach your audience. Connect with your pre-existing patrons and focus on acquisition of new prospects.

EMBRACING THE DIGITAL MOVEMENT


YOUR PATRONS ARE NOT ALL ON THE SAME CHAPTER

OF YOUR STORY

Identify campaign goals and tailor your story accordingly. Segment your campaigns and communicate effectively to each audience.

DIGITAL MESSAGING – FESTIVAL 2014


BOTTOM OF THE FUNNEL •  Generate “in the know” content •  Focus on specific programming

as opposed to the experiential

TACTICS •  Engage with current Fans •  Employ CRM lists & retargeting to reinforce

your message across multiple platforms



TOP OF THE FUNNEL •  Broader content that reflects the

experience of your venue •  Bridge the gap between what they may

know and what you want them to know

TACTICS •  Target Friends of Fans, Interests, and

Lookalike Groups •  Think purely in terms of acquisition and

cultivation

CAMPAIGN RESULTS – FESTIVAL 2014


FACEBOOK •  $20 cost per acquisition •  690% campaign ROI •  3,452 new page likes

REMIND YOUR PATRONS WHERE THEY ARE IN

THE STORY



Employ retargeting pixels to serve your content across multiple platforms. Remind the user where they are in the story, and entice them to finish the final pages.

CHAPTER ONE CHAPTER TWO CHAPTER THREE



INCITING INCIDENT FINAL CHAPTER

CAMPAIGN RESULTS – FESTIVAL 2014


DISPLAY RETARGETING •  $7.65 cost per acquisition •  1,991% campaign ROI •  0.50% click through rate

THE STORY DOESN’T END THERE

SUSTAIN ENGAGEMENT OUTSIDE OF PROGRAMMING,

AND YEAR-ROUND



Engage with your audience beyond programming alerts. Sustain their attention and ensure you are able to speak to them when you need to most. Strive for virality.



Experience your organization through the lens of your patrons. They are your most compelling advocates. #PillowPeople



Leverage your digital resources. Consider the optimal portal for their deployment and encourage social sharing year-round. Through the lens of what has already happened, continue to illustrate how and why the user should be excited to experience the venue live.



Anticipate what’s next. In the meantime, use those platforms to inform content decisions on your ROI generators.

GENERATE EXCITEMENT FOR THE NEXT CHAPTER IN

YOUR STORY

THANK YOU


Nella Vera Director of Marketing and Communications. TFANA. Brooklyn, New York Contact details [email protected] @spinstripes

Sarah Borenstein Digital Group Director. AKA NYC Contact details [email protected] @AKA_NYC #AKANYC

Gregory Hughes Marketing and Digital Media Coordinator. Jacob's Pillow Dance. Becket, Massachusetts Contact details: [email protected] @JacobsPillow

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