opera america electronic media forum case study: the coc live broadcast

Electronic Media Forum

January 21st, 2010New York

Data-driven insights help us craft digital experiences to connect brands with their customers.

How do we do it….

We help our clients embrace the digital economyby adapting to the digital behaviours of their customers

We start by understanding everything we can about the digital behaviours of your customer.

These customer insights drive our program strategies and creative.

Testing/Learning along with continual measurementagainst business objectives achieves success.

Background

What are the digital habits and behaviours of theCOC’s customers?

Not all made up of the over 65+ crowd

More engaged in the Arts and donate more to charity than the average Canadian

Less than 20% of COC customers were currently transacting with the COC via COC.ca.

COC customers are more digitally inclined than the average Canadian

There was no behavioural difference between those that transact online and those that don’t

Insight

LOADED & OVERLOADED FAMILIES• Time-starved

• Own every possible digital device

• Value of technology: save time and remain

COC Customer Profile

“Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”

“I like the email pushes. It saves time to get useful info/reminders, etc. delivered

direct to your desktop.”

CITY CLICKERS• Heavy users of technology for both

social and work purposes.

• They will pay more for items that save them time.

COC Customer Profile

“I would like to see more stories on performers, costume and set

design ... part of the supporting framework for actual performances.”

Via COC.caVia Elsewhere(Offline, External Websites)

Single Ticket Buyers

Subscribers

Donors +

Non Committed

Committed

2.Engage

3.Commit

4.Advocate

1.Migrate

Digital Strategy

Crafting the Digital Customer Experience

Solution

Build an interactive digital experience

that inspires people to stay engaged

with opera, and is seamlessly

integrated with the COC brand.

Digital Vision

mobileemail

coc.ca e-commerce

social mediaPodcasts /

Chat / Widgets

Digital Vision

1. Optimize the digital customer experience

2. Empower committed customers to share their passion

3. Build relationships and brand advocacy

Strategic Imperatives

inspire action

accessible

connect emotionally

satisfy needs

interactive

engaging

build relationships

foster community

seamless

integrated

edgy

consistent

educational

Results

Results:Since launching in Spring of 2009A 30% increase in online sales from the 08/09 to 09/10 seasonOnline has become the #1 channel for single ticket purchasesBounce rates decreased from 56% to 26%

Website redesign and enhancements

Results: Increased email subscriptions by 30% since January 2009. 10%+ CTR.

One-to-one relationship building

Results: Hundreds of photos and mentions.

Event support

Canadian Opera CompanyCase Study:Turning the CBC Radio Broadcast into a digital customer experience

Event Promotion

Live Broadcast Chat

Results: 351 global participants joined the 3 hour chat.

Up next…

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Up next…

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Up next…

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Up next…

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Up next…

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Up next…

Live Webcast of Press Conference

Digital Brochure and SubscriptionRenewal

COC Feedback Panel – Opera eChorus

COC Radio

Social Media Strategy

Mobile App – Culture+

Up next…

Thanks. Adam Froman, CEOafroman@delvinia.com416.364.1455 ext 222