Digital First - Stuart Buchanan, Marketing Week 2013
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Transcript of Digital First - Stuart Buchanan, Marketing Week 2013
DIGITAL FIRSTSTUART BUCHANANAUGUST 2013
DIGITAL FIRST AUGUST 2013 wearethenest.com
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHAT ARE WE HERE FOR?
DIGITAL FIRST AUGUST 2013 wearethenest.com
“I filled out a municipal grant application not too long ago for a choir that sang classical works from Europe ... The application kept asking how I planned to allocate marketing resources toward
under-served communities. I kept saying that I wouldn’t be doing that because the role of marketing is to maximise revenue and
maximise participation ... To do otherwise in a small nonprofit with severely limited marketing resources would be fiscally irresponsible
– and you wouldn’t want us to be fiscally irresponsible with taxpayer money now, would you?”
Trevor O’Donnell, Marketing The Arts To Deathtrevorodonnell.com
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHAT ARE WE HERE FOR?
DIGITAL FIRST AUGUST 2013 wearethenest.com
increase
participation
WHAT ARE WE HERE FOR?
DIGITAL FIRST AUGUST 2013 wearethenest.com
increase
participationincreaserevenue
WHAT ARE WE HERE FOR?
DIGITAL FIRST AUGUST 2013 wearethenest.com
increase
participationincreaserevenue
WHAT ARE WE HERE FOR?
HOW DO WE DO THAT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
RESULT:
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
FOSTERappreciation, extending the work
beyond the stage and the walls
RESULT:increased
participationincreasedrevenue
SUPPORTwith information, advice
and problem solving
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
FOSTERappreciation, extending the work
beyond the stage and the walls
RESULT:increased
participationincreasedrevenue
increaseddiversity & engagement
increasedappreciation
increasedloyaltyincreased
satisfactionSUPPORT
with information, advice and problem solving
DIGITAL FIRST AUGUST 2013 wearethenest.com
HOW DO WE GET THERE?
DIGITAL FIRST AUGUST 2013 wearethenest.com
HOW DO WE GET THERE?
image: Veronica Aguilar, flickr.com
DIGITAL FIRST AUGUST 2013 wearethenest.com
HOW DO WE GET THERE?
image: Marie-Chantale Turgeon, flickr.comimage: Veronica Aguilar, flickr.com
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHY START WITH PRINT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHEN WE SHOULD BE DOING IT THE OTHER WAY?
DIGITAL FIRST AUGUST 2013 wearethenest.com
WE SHOULD BE STARTING WITH DIGITAL FIRST.
DIGITAL FIRST AUGUST 2013 wearethenest.com
“there are two rooms, the print room and the digital room — and newspapers know that they have to get
from one to the other. But they can’t just turn the lights off in one room and move to the other, and so they are currently trapped in the long dark hallway between the two, groping around trying to find a handhold. And it isn’t clear when they bump into
someone (like Twitter or Facebook) whether they are friend or foe.”
David Carr, media writer, New York Timesgigaom.com
DIGITAL FIRST AUGUST 2013 wearethenest.com
HOW TRADITIONAL MEDIA WORKS.
SPEAK TO MANY to REACH THE FEWYOU
DIGITAL FIRST AUGUST 2013 wearethenest.com
to REACH MANYSPEAK TO THE FEWYOU
x 245facebook.com
HOW DIGITAL WORKS.
DIGITAL FIRST AUGUST 2013 wearethenest.com
HOW DIGITAL WORKS.
LIKECOMMENTSHARE
facebook.com
DIGITAL FIRST AUGUST 2013 wearethenest.com
BUT WHY LET A GOOD STORYGET IN THE WAY OF THE FACTS.
DIGITAL FIRST AUGUST 2013 wearethenest.com
Source: Neilsen, September 2012
SOCIAL PROOF MORE TRUSTED THANANY OTHER FORM OF PERSUASION.
DIGITAL FIRST AUGUST 2013 wearethenest.com
Source: KPCB, 2012
MORE ADVERTISING DOLLARSARE SPENT ON DIGITAL THAN PRINT.
DIGITAL FIRST AUGUST 2013 wearethenest.com
MORE TIME SPENT ONDIGITAL THAN PRINT.
Source: Neilsen, March 2012
DIGITAL FIRST AUGUST 2013 wearethenest.com
Source: KPCB, 2012
NEWSPAPER READERSHIPIS IN INCREASING DECLINE.
DIGITAL FIRST AUGUST 2013 wearethenest.com
MAJORITY OF ARTS AUDIENCEUSING DIGITAL BEFORE EVENTS.
Source: Australia Council For The Arts, June 2011
DIGITAL FIRST AUGUST 2013 wearethenest.com
INCREASING % OF ARTS AUDIENCEUSING DIGITAL DURING EVENTS.
Source: Australia Council For The Arts, June 2011
DIGITAL FIRST AUGUST 2013 wearethenest.com
MAJORITY OF ARTS AUDIENCEUSING DIGITAL AFTER EVENTS.
Source: Australia Council For The Arts, June 2011
DIGITAL FIRST AUGUST 2013 wearethenest.com
PERCENTAGE OF ARTS PATRONS ACCESSING SOCIAL MEDIA VIA MOBILE DEVCESSource: Group Of Minds, December 2012
MAJORITY OF ARTS AUDIENCEIS MIGRATING TO MOBILE.
DIGITAL FIRST AUGUST 2013 wearethenest.com
YET ARTS ORGS REMAIN UNCOMMITTED TO EXPENDITURE.
Source: Pew Internet Research Centre, July 2012
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
your communications strategy?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
your communications strategy?
your artistic director, programmer, writer?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
your communications strategy?
your artistic director, programmer, writer?
an incoming company, artist or producer?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
your communications strategy?
your artistic director, programmer, writer?
an incoming company, artist or producer?
your budget?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
your communications strategy?
your artistic director, programmer, writer?
an incoming company, artist or producer?
your budget?
a template?
DIGITAL FIRST AUGUST 2013 wearethenest.com
YOU NEED TO START WITH A BIG IDEA.
DIGITAL FIRST AUGUST 2013 wearethenest.com
YOU NEED TO START WITH A BIG IDEA.
THEN LET IT UNFOLD.
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHERE DOES THE IDEA UNFOLD?
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHERE DOES THE IDEA UNFOLD?
DIGITAL FIRST AUGUST 2013 wearethenest.com
OR?
WHERE DOES THE IDEA UNFOLD?
DIGITAL FIRST AUGUST 2013 wearethenest.com
THIS IS OUR PLAYGROUND.
WHERE DOES THE IDEA UNFOLD?
DIGITAL FIRST AUGUST 2013 wearethenest.com
THIS IS OUR PLAYGROUND.
WEBSITE
TWITTER time-specific announcements & conversations
FACEBOOK community,content sharing & discussions
YOUTUBE interviews, previews& documentation
INSTAGRAMquick snapshots& behind the scenes access
BLOGarticles, interviews, context &commentary
PINTEREST curated galleries of images from around the web
DIGITAL FIRST AUGUST 2013 wearethenest.com
LET’S REMEMBER WHY WE’RE HERE.
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
WEB & MOBILE FIRSTKALDOR PUBLIC ART PROJECTS - 13 ROOMS
DIGITAL FIRST AUGUST 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
TABLET FIRSTCUTTINGS
DIGITAL FIRST AUGUST 2013 wearethenest.com
ALIGNwith our mission, and our artistic & communications strategies
SOCIAL GIVING FIRSTUNDERBELLY ARTS
DIGITAL FIRST AUGUST 2013 wearethenest.com
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
SOCIAL PROOF FIRSTTHE ROCKS VILLAGE BIZARRE
DIGITAL FIRST AUGUST 2013 wearethenest.com
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
ACCESS FIRSTART GALLERY OF NSW
DIGITAL FIRST AUGUST 2013 wearethenest.com
FOSTERappreciation, extending the work
beyond the stage and the walls
AUDIENCE INTERACTION FIRSTIN-FINITE PROJECT forIJAD DANCE COMPANY
DIGITAL FIRST AUGUST 2013 wearethenest.com
FOSTERappreciation, extending the work
beyond the stage and the walls
SOCIAL CURATION FIRST‘GO’ AT BROOKLYN MUSEUM
DIGITAL FIRST AUGUST 2013 wearethenest.com
FOSTERappreciation, extending the work
beyond the stage and the walls
TRANSMEDIA FIRSTMAXIM GORKY THEATRE
DIGITAL FIRST AUGUST 2013 wearethenest.com
SUPPORTwith information, advice
and problem solving
SOCIAL CARE FIRSTSYDNEY FESTIVAL
DIGITAL FIRST AUGUST 2013 wearethenest.com
SUPPORTwith information, advice
and problem solving
INTERPRETATION FIRSTMONA & THE ‘O’
image: artprocessors.net
DIGITAL FIRST AUGUST 2013 wearethenest.com
MANAGEfinances and resources,
efficiently and responsibly
ASSET MANAGEMENT FIRSTSOUNDS AUSTRALIA
DIGITAL FIRST AUGUST 2013 wearethenest.com
BUT IT DOESN’T STOP THERE.
DIGITAL FIRST AUGUST 2013 wearethenest.com
BUT IT DOESN’T STOP THERE.THIS IS MORE THAN MARKETING.
DIGITAL FIRST AUGUST 2013 wearethenest.com
CAN DIGITAL HELP EVERYONEDO WHAT THEY DO, BUT DO IT BETTER?
DIGITAL FIRST AUGUST 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
DIGITAL FIRST AUGUST 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
increasedloyaltyfundraising & development
DIGITAL FIRST AUGUST 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
increased diversity& engagement audience development, outreach & education
increasedloyaltyfundraising & development
DIGITAL FIRST AUGUST 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
increased diversity& engagement audience development, outreach & education
increasedappreciation
artistic & programming
increasedloyaltyfundraising & development
DIGITAL FIRST AUGUST 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
increased diversity& engagement audience development, outreach & education
increasedappreciation
artistic & programming
increasedloyaltyfundraising & development
increasedsatisfaction
box office &customer service
DIGITAL FIRST AUGUST 2013 wearethenest.com
IS ENGAGEMENT BECOMING A PRE-REQUISITE OF FUNDING?
DIGITAL FIRST AUGUST 2013 wearethenest.com
‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA.
DIGITAL FIRST AUGUST 2013 wearethenest.com
‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA.“to encourage excellence in the Australian arts sector”
DIGITAL FIRST AUGUST 2013 wearethenest.com
THE FIVE ELEMENTS OF ‘ARTISTIC VIBRANCY’.
artistic quality and excellence of craftaudience engagement and stimulation
curation and development of the artformdevelopment of artists
relevance to the community
DIGITAL FIRST AUGUST 2013 wearethenest.com
THE FIVE ELEMENTS OF ‘ARTISTIC VIBRANCY’.
artistic quality and excellence of craftaudience engagement and stimulationcuration and development of the artform
development of artistsrelevance to the community
DIGITAL FIRST AUGUST 2013 wearethenest.com
AUDIENCE ENGAGEMENT & STIMULATION.
“to measure your organisation’s impact on its audience, you will need to gather the views of attendees in person, via broadcast and online. Management and artistic leaders will also need
to reflect on their aims and expectations of audience engagement.”
Resources > Artistic Vibrancyaustraliacouncil.gov.au
DIGITAL FIRST AUGUST 2013 wearethenest.com
COMMUNITY RELEVANCE.“reflecting on community relevance involves
reviewing your understanding of your community, your connection with the community and your
work’s relevance to this community.”Resources > Artistic Vibrancy
australiacouncil.gov.au
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO HOW DO WE ENGAGE, STIMULATE AND PROMOTE RELEVANCE TO OUR
COMMUNITY?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO HOW DO WE ENGAGE, STIMULATE AND PROMOTE RELEVANCE TO OUR
COMMUNITY?
OR?
DIGITAL FIRST AUGUST 2013 wearethenest.com
SO WHAT’S NEXT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
In the US, tablet users will number 133.5 million by 2015, representing 51.9% of internet users
and 41% of the total populationfinchannel.com
SO WHAT’S NEXT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
“the short-lived and soon-to-be-antiquated QR codes will be replaced with mobile visual search, which provides consumers with faster, more
convenient and compelling, interactive marketing experiences”marketwatch.com
image: jcdecauxna.com
SO WHAT’S NEXT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
juniper predicts that ‘near-field communication’ mobile tickets will represent more than 50% of all
mobile ticketing revenue by 2016intomobile.com
SO WHAT’S NEXT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHY WAIT?
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHY WAIT?LET’S START NOW.
DIGITAL FIRST AUGUST 2013 wearethenest.com
WHY WAIT?LET’S START NOW.
LET’S PUT DIGITAL FIRST.
DIGITAL FIRST AUGUST 2013 wearethenest.com
THANK YOU.
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