asc marketing workshop - mar 2012
TRANSCRIPT
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.
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?