asc marketing workshop - mar 2012

Applying Data in Your Communications

Decision-Making

David Dombrosky, InstantEncore

Amelia Northrup, TRG Arts

Google Analytics

Which pieces of data will be useful for

you? Why?

How will you use this data to inform

decisions related to your work?

When should we post things?

Determining Relevance (For You – To Them)

CONTENT USABILITY TRAFFIC

Beyond Google Analytics: ticketing, social media, and email stats

Ticketing & Admissions Data

Key Numbers from Ticketing Data

data capture

rate

new vs. renew

reactivation & loyalty

Data Capture Rate

Data Capture Rate

1000 new patrons

Subscription/membership campaign

with a 5% success rate=

50 new members/subscribers @ $200 each

$10,000

Each name is worth $10

New vs. renew

Reactivation (Churn)

4 out of 5 new patrons

leave…

and never come back.

Buyers

Advocates

Tryers

The process of finding new

buyers that are converted

into frequent buyers,

subscriber/members, donors

and, ultimately, lifelong patrons.

Patron Loyalty

Email Data • Open Rate

• Click-thru

Rate

• A-B Testing

• Keeping the

Data Clean

• Bounces

• Opt-outs

How Do You Decide Where to Spend Your Time & Energy?

Founded in 2004.

845 million

monthly active users.

Founded in 2003.

33.1 million

monthly active users.

Founded in 2006.

100 million

monthly active users.

Founded in 2007.

44.3 million blogs.

Founded in 2004.

51 million members; 80 million visitors.

Founded in 2010.

25 million monthly

active users.

Founded in 2005.

800 million

monthly active users.

Facebook Insights

Twitalyzer (twitalyzer.com) recommended that:

If @CompanyX is interested in having a more measurable impact in Twitter we recommend the following:

● It is moderately important that you find more followers

● It is moderately important that you find a few more people to follow yourself

● It is moderately important that you engage others in conversation more frequently

● It is very important that you write more frequently

In the last 30 days the "average" Twitter user we track who has 25% more impact in Twitter than @CompanyX:

● Has 58.1% more followers than you

● Is following 87.3% more people than you are

● Has published an average of 94.1% more updates than you have recently

● Was retweeted 90% more times than you

● Has retweeted other people 87.3% more times than you

● Was referenced in Twitter 75% more times than you

● Has been directly referencing 96.7% more more people in Twitter than you

In terms of our core measures of success at Twitalyzer, this "average" Twitter user:

● Creates 33.3% more measurable impact than you

● Is 99.9% more engaged with their followers than you are

● Is 99.7% more generous than you

● Has 95.8% more personal velocity than you

● Has established 66.7% more clout than you have

• How much time per week or month am I

able/willing to devote to researching our

followers/fans/patrons and the analysis of our

data?

• What am I interested in knowing about my

web/social media presence? Examples include:

o Who are my fans/visitors? (Are they donors, members,

subscribers, employees, artists, etc?)

o How much of an impact am I having? (Am I reaching key

influencers? How far are my posts being shared?)

o How much of a return I am seeing on my investment of

time or money?

Questions to Answer Before Digging Into Data

Questions to Answer Before Digging Into Data

• How much money (if any) am I or my department

willing to spend on analytics tools and what do we

expect for that money?

• How much buy-in will I get from senior

management/the board? Will data provided by

these analytics aid my case in advocating for future

online campaigns?

• Who will be maintaining a regular schedule for

analyzing the data? Me? An intern? Someone else?

Questions?

Going Mobile: Engaging Audiences via

Mobile Devices

David Dombrosky, InstantEncore

Amelia Northrup, TRG Arts

Mobile

IMPLEMENTATION David

Mobile Websites and Mobile Apps • Mobile is not going away and

will only increase in

importance.

• Websites needed for access

• Apps capitalize upon

smartphone users’ behavior

• Mobile app providers – Cloudtix,

InstantEncore, Mobile Roadie,

Toura, Toursphere, GuideByCell

• Custom mobile site and app

developers

Tips for Making Your Website Mobile Friendly

• Keep the layout simple and easy to navigate

• Keep images to a minimum

• Use .png or .gif images – faster to load

• Test your site on a number of mobile devices

• Optimization plug-ins for current content management systems

• Create a separate mobile site o For example: m.technologyinthearts.org instead of

www.technologyinthearts.org

o Consider using services like MoFuse

• Redirect mobile users to your mobile site site

The Warhol Museum

Detroit Symphony Orchestra

LA Phil’s Bravo Gustavo

The Mattress Factory

LACMA’s Art Swipe

The Show Must Go On App: Royal Opera House

QR Codes

• QR = “quick

response”

• Bar codes can be

linked to content

• QR Code readers

are free

• Generators are

also free

In 2011, marketing research firm Lab42 surveyed 500

Americans over the age of 13 to discover where

people saw QR codes, how they were using them, and

why they were scanning (or not)

Cleveland Museum

Location-Based Social Networks

• FourSquare

• Ask visitors to “check-

in”

• 10 million users

• 3 million check-ins per

day

Things to Think About

• What do your patrons or constituents want from

their mobile experience with your organization?

• What types of content do you already have to

use?

• What budget level do you have to devote to

mobile engagement?

• Can you leverage other resources or relationships?

Technology Planning for Really Smart

People (Who Just Don’t Have Time to Plan)

David Dombrosky, InstantEncore

Amelia Northrup, TRG Arts

A technology plan is a framework

for selecting the appropriate

technology tools to achieve

strategic objectives efficiently and

effectively.

A technology plan is a framework

for selecting the appropriate

technology tools to achieve

strategic objectives efficiently and

effectively.

• Facilities Plan

• Acceptable Use Policies

• Budget

• Timeline

• Appendices

• Business Analysis

• Hardware/Software

Inventories

• Network Services &

Inventory

• Support Plan

Components of a Technology Plan

ACT

PLAN

STUDY

IMPLEMENT

• Select the issues and

processes that will be

addressed

• Describe improvement

opportunities

• Describe the current

processes surrounding the

improvement opportunities

• Determine possible causes

of problems in the current

processes

• Develop solutions and

creating effective and

workable action plans

• Determine targets for

improvement and

measures for success

• Put into action process

changes described in the

plan

• Implement the plan in its

entirety or take a phased

approach

• Monitor and track the

measures for success

• Evaluate the measures

for success that you

monitored and tracked

during the

implementation phase

• Take this time to adjust

the success measures, if

necessary.

• Sometimes we set

lofty goals in the

planning phase

• Give yourself

permission to course-

correct

• Assess your results

• Recommend changes

• If changes are

required, make them

• If not, make sure all of

the procedures are

standardized and well

documented

• Celebrate successes and

communicate them to

stakeholders

Identifying and Evaluating Technology Tools

Measure

Twice, Cut

Once

EXAMPLE: "When someone wants to order tickets from

the Web site, they send us an email with their

name, contact info, number of tickets and

date of performance. We then call them

back to get their credit card information,

print their tickets and mail them out. Then we

go into an Excel sheet and mark those seats

as sold for that particular performance."

Give Your Criteria Weight

Criteria Weight Choice 1 Choice 2 Choice 3 Choice 4 Choice 5

Criteria 1 W1 A1 B1 C1 D1 E1

Criteria 2 W2 A2 B2 C2 D2 E2

Criteria 3 W3 A3 B3 C3 D3 E3

Criteria 4 W4 A4 B4 C4 D4 E4

Score A5 B5 C5 D5 E5

Research

Word of Mouth

• Zen and the Art of

Nonprofit Technology

• Gizmodo

• Engadget

• Lifehacker

• ReadWriteWeb

• Idealware

• Technology in the

Arts

• TechSoup

• AppScout

• TechCrunch

• Wired

• NTEN

Tech Blogs

Pick a Winner

What does it cost?

• NEVER accept the first quote without reviewing

others

• Research, research, research

• Off-the-shelf software and hardware costs are

easy to estimate

• Development costs are more difficult

• Consult a technology expert

• Granularity ensures accuracy

Origin of a Tech Plan? You are the marketing director of a mid-sized

organization. A Board member approaches you at a

board meeting and pulls out his iPhone and shows you

the Random Arts Organization’s app. He asks why

your organization doesn’t have an app.

How do you respond to him?

What, if anything, do you do afterwards?

Research It has become clear that your ticketing system isn’t

working for you. The reporting features aren’t helping

you properly segment your mailing campaigns, and

you are having to do many functions manually that

you have heard may be automated in other ticketing

systems.

How do you research a new ticketing system?

The Inheritance You are the new marketing director in a department

of one. You have inherited a Facebook page, a

Twitter account, a YouTube channel and presences

on multiple event listing sites.

How do you determine which communication tools to

keep using?

Mobile scenario, part 1 Your Google Analytics data has shown a steady rise in

traffic from mobile sources in the last six months. Your

current site is not optimized for mobile—your

marketing associate has shown you how she has to

“pinch and pull” on her Android phone to navigate to

the areas of the site she wants to go to. You haven’t

received any complaints.

How do you proceed?

Mobile scenario, part 2 Your executive director tells you that she wants the

organization to have a comprehensive mobile

presence – at least a mobile website, iPhone app and

Android app. She saddles you with the responsibility

for making it happen. The development department

has been able to secure $10,000 for the initiative.

How would you proceed?

Mobile scenario, part 3 Your organization has recently launched a mobile

app.

How do you encourage your patrons to use it?