getting digital roadshow central (stirling): case study: the queen's hall
DESCRIPTION
TRANSCRIPT
![Page 1: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/1.jpg)
The Queen’s HallAmbITion Roadshow Central | Thursday 27 May 2010
Andy Catlin, Marketing Manager
![Page 2: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/2.jpg)
What? Where? Who?
![Page 3: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/3.jpg)
What? Where? Who?
![Page 4: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/4.jpg)
What? Where? Who?
![Page 5: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/5.jpg)
Our Little Problem…
![Page 6: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/6.jpg)
What I Want The Queen’s Hall To Be…
Click icon to add picturehigh quality
smart
open to all
willing to experiment
dynamic
![Page 7: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/7.jpg)
What I Want The Queen’s Hall To Be…
high quality
smart
open to all
willing to experiment
dynamic
![Page 8: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/8.jpg)
What I Think The Queen’s Hall Is See As…
distant
old fashioned
insular
conservative
out of touch
Click icon to add picture
![Page 9: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/9.jpg)
What I Think The Queen’s Hall Is See As…
distant
old fashioned
insular
conservative
“the son of the manse”
![Page 10: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/10.jpg)
The Goal
To use traditional and digital marketing tools to reposition The Queen’s Hall’s identity in existing and new audiences minds.
And with no additional expenditure.
(we like to think small)
![Page 11: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/11.jpg)
The Strategy
A twin track approach of revisiting traditional marketing materials alongside investment in a range of digital tools.
(Hanging out with the cool kids whilst not scaring Mum & Dad)
![Page 12: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/12.jpg)
Old Timey Marketing
We returned to:
Brochures!
Banners!
Direct Mail!
Meeting People!
(CUE: AUDIENCE GASPS!)
![Page 13: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/13.jpg)
1. Website
Embedded video | Share/Like buttons | Links
![Page 14: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/14.jpg)
2. Email Mailing List
1700 addresses
We have made it:
Regular
Reliable
Inclusive of entire programme
Useful
![Page 15: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/15.jpg)
3. Social Media
We are using:
MySpace
Flickr
Foursquare
YouTube
Last. FM/Spotify/Grooveshark
![Page 16: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/16.jpg)
570 friends
Used only for major announcements
Debate over choice of creating identity vs Fan page
![Page 17: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/17.jpg)
1390 followers.
Our most successful and prolific social media tool.
An live, ongoing conversation/research tool/focus group/loudspeaker
3300 tweets in 18 months
![Page 18: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/18.jpg)
MySpace
Very low interest and acquisition rates (a pitiful 27 friends)
Potentially of use for venue – musician contact but has been recently described as “a half deserted shopping mall”
![Page 19: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/19.jpg)
Flickr
41000 views of my amateur happy snaps in one year (on some days our Flickr traffic exceeds our regular website)
All under Creative Commons licence so we encourage people to share and distribute
A more passive community but important in ‘opening up’ The Queen’s Hall to our audiences
![Page 20: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/20.jpg)
Foursquare
56 friends.
We’re experimenting with it both as a location and a user.
Watch this space…
![Page 21: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/21.jpg)
YouTube
Consumption, not creation.
Creating quality content is time consuming and technically demanding
Permission for recording live performance – and linking to it - is still problematic.
![Page 22: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/22.jpg)
Last.FM, Spotify & Grooveshark
Various platforms for embedding, streaming and sharing music.
We can:
- preview future programming
- appear as a creator/influence maker/trusted source
![Page 23: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/23.jpg)
Costs & Results
Costs? Flickr Pro account and the staff resources to find and create content
Web traffic increased year-on-year by 40%
We announce all our shows through Twitter and Facebook first and we immediately sell tickets
![Page 24: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/24.jpg)
Costs & Results
Artistic – we have booked our first show via social media and commissioned an illustrator
Development – we have arranged our first sponsorship deal via social media
![Page 25: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/25.jpg)
Costs & Results
New feedback channel from our audiences (both as direct feedback and as a “listening post” for specific topics)
We are now communicating in a new way with both existing and potential audiences.
We have repositioned The Queen’s Hall in a low/no cost way
![Page 26: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/26.jpg)
Stuff we’re thinking about…
Stop asking for permission
“Change isn’t made by asking permission. Change is made by asking forgiveness, later” (Seth Godin)
Stop talking to ourselves
The people in this room are not your audience
(Image credit Sir Mike Coulter)
![Page 27: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/27.jpg)
Stuff we’re thinking about…
A journey, not a destination
Social media isn’t just for Christmas… The resources will be required permanently
Split Personality
How does your real world experience match your social media one?
![Page 28: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/28.jpg)
Stuff we’re thinking about…
I’m Not Listening To You
A new conversation with the audience?
More Human Than A Human
The tension between the personality of one person and the company.
![Page 29: Getting Digital Roadshow Central (Stirling): Case Study: The Queen's Hall](https://reader038.vdocument.in/reader038/viewer/2022110114/5454f917af7959f56f8b5232/html5/thumbnails/29.jpg)
Why? Why Not?
“You can either go with it or sit back and watch it happen, and I would rather be out on the field than in the bleachers.”
(Michael Stipe, R.E.M.)