atlanta arts marketing roundtable 09/21/11
DESCRIPTION
This is a presentation providing an introduction to digital marketing, specifically paid search, email marketing and display advertising for the Atlanta Arts Marketing Roundtable on September 21, 2011.TRANSCRIPT
Arts Marketing Roundtable
September 21, 2011
About Search Discovery• Founded 2004• Success through better marketing• Better marketing through analytics
WebAnalytics
UsabilityInformationArchitecture
PaidMedia
SEO
2
User Experience
3
User Experience
4
In Person• How do patrons interact with your art?
• How often?
• What is their user experience?
User Experience
5
Cost of Experiencing Art
• Monetary
• Opportunity
User Experience
6
Cost Benefit Calculation
Cost Benefit
{Value
User Experience
7
Cost Benefit Calculation
CostBenefit Value- =
User Experience
8
Cost Benefit Calculation
CostBenefit Value- =
• Increase Benefit to Increase Value
• Better Artists
• Higher Quality Work
• More Engaging Experience
User Experience
9
Cost Benefit Calculation
CostBenefit Value- =
• Decrease Cost to Increase Value
• Cheaper Tickets/Discounts
• Decrease Opportunity Cost
User Experience
10
Cost Benefit Calculation
Cost Benefit
{Value
Patron A
Cost Benefit
{Value
Cost Benefit
{Value
Patron B Patron C
User Experience
11
Your Website• Your Online Art Venue
• Increase Value Via Your Website
• Digital Marketing Channels Lead Here
• Long Term Strategy
Let’s start with a project
12
Our Project
13
What we know• Target Market - Demographic Data,
Psychographic Data, Similar/Comparable Art, etc.
• We Always ... - Emails, Season Mailers, Existing Contracts, Free Stuff
• Budget - Limited $
• Channels - TV, Radio, Print, Email, Paid Search, SEO, Display, Social Media, etc.
Our Project
14
Marketing Objectives
• Over a 5 year period, businesses my lose as many as half of their customers.
• Acquiring a new customer can cost 6-7 times more than retaining an existing customer.
(A) Retain Existing Patrons
(B) Acquire New Patrons
Digital Marketing Channels
15
★ Paid Search (PPC)
★ Display
Digital Marketing Channels
16
★ Paid Search (PPC)
★ Display
17
Two Opportunities1. Segment
2. Test
18
Retain Existing Customers• Reach your existing customers
• Print is expensive
• You know:• To whom you are sending emails
• Your patrons’ interests
• Past purchase behavior
19
Let’s Test• Example:
• You are the theatre company
• Your season has three performances
• You want to test if patrons respond more favorably to an email about the entire season or only the show you think they are most likely to come see
20
Let’s Test• Segment Your Patrons:
• First, divide them into three groups:
• One group each show: 1, 2, and 3
• Next, divide each of those groups into a control and a test:
• 1-Control, 1-Test
• 2-Control, 2-Test
• 3-Control, 3-Test
21
Let’s Test
TC TTSeasonControl
Show 1Test
Show 2Test
Show 3Test
• We will need four emails:
22
Let’s Test
1T
1C
3T2T
2C 3C
Show 1 Show 2 Show 3
23
Let’s TestTracking Our Results:
• To Start: Open Rates, Click Rates, etc.
• Next Level: Track Website Engagement, Tag Links and Analyze Web Analytics Data
• Analytics Ninja: Track Segments All the Way Through Conversion (Ticket Sales)
24
Acquire New Customers• List Trades
• Testing Could Be Difficult
• Track Each Email Separately
• Advertise to Engaged Audiences
Digital Marketing Channels
25
★ Paid Search (PPC)
★ Display
Paid Search
26
What is PPC?
PaidResults
on Google
Paid Search
27
What is PPC?
PaidResultson Bing
Paid Search
28
What is PPC?• Google: Google AdWords
adwords.google.com
Google Grantwww.google.com/grants/
• Yahoo & Bing: Microsoft adCenter adcenter.microsoft.com
Paid Search
29
Resources to Get Started• AdWords Small Business Center - www.google.com/
adwords/smallbusinesscenter/
• Learn With Google (Beta) - www.google.com/ads/learn/marketing-business.html
• AdWords Online Classroom - www.youtube.com/adwordsclassroom
• AdWords Help Center - adwords.google.com/support/aw/?hl=en
• Exam Learning Center - adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go&hl=en
Digital Marketing Channels
30
★ Paid Search (PPC)
★ Display
Display
31
Types of Display Advertising• Contextual - Audience, Topic, Keyword
• Placements - Individual Websites
• Retargeting - Retain Existing Customers
Display
32
Types of Display Advertising• Contextual - Audience, Topic, Keyword
• Placements - Individual Websites
• Retargeting - Retain Existing Customers
Display
33
Networks• Google: http://www.google.com/ads/
displaynetwork/
• Yahoo: http://advertising.yahoo.com/
• Facebook: http://www.facebook.com/advertising/
Display
34
Ads & Landing Pages
Display
35
Calculate Your CPACPA = Cost / ( Imp. * CTR * CR)
• Cost - Media Spend
• Imp. - Estimated Impressions
• CTR - Click Through Rate
• CR - Conversion Rate
• CPA - Cost Per Conversion
The Big Finish
36
WebAnalytics
UsabilityInformationArchitecture
PaidMedia
SEO
37
38
39
40
All tactics are accountable to
outcomes.
Data drives constant
improvements.
A common hub.
This means true collaboration
and compromise management across tactics.
Thank You.
Jordan SiltonAssistant Account ExecutiveSearch Discoverytwitter @jsiltonemail [email protected]
Appendix
42
Appendix
43
Paid Media Resources• Yahoo Advertising - advertising.yahoo.com
• Microsoft Advertising - advertising.microsoft.com
• Facebook Ads - www.facebook.com/advertising
• Google Search Ads - www.google.com/intl/en/ads/searchads/
• Google Display Ads - www.google.com/ads/displaynetwork/
• Google Video and YouTube Ads - www.google.com/ads/video/
• Google TV Ads - www.google.com/ads/tv/
• Google Ad Innovations - www.google.com/ads/innovations/
Appendix
44
Other Cool Tools• Google Website Optimizer -
www.google.com/websiteoptimizer
• Google Webmaster Tools - www.google.com/webmasters/tools/
• CrazyEgg - www.crazyegg.com
• 4Q Survey - www.4qsurvey.com
• KISSinsights - www.kissinsights.com
Appendix
45
Social Media• Before: Should I be on social media?
• Now: Where should I be on social media?
• Just to name a few: Facebook, Twitter, Google+, Fourquare, LinkedIn, Ning, MySpace, etc.
Appendix
46
Social Media• Start by listening
• Are my patrons on this social network?
• What are they saying?
• Do they talk about my organization?
• Would my organization’s voice be active and engaging here?
Appendix
47
Social Media• Measure your impact
• There are tons of tools, here are just a few:• HootSuite: hootsuite.com
• Twitter Analytics: dev.twitter.com/blog/introducing-twitter-web-analytics
• Facebook Insights: www.facebook.com/insights/
• Social Mention: www.socialmention.com
Appendix
48
SEO• Search engine optimization (SEO) is the
process of improving the visibility of a website or a web page in search engines via the "organic" or "natural" search results.
• Organic search results are non-paid listings on search engine results pages.
• Organic listings appear because of their relevance to the search terms.
Appendix
49
SEO
OrganicResults
on Google
Appendix
50
SEO
OrganicResultson Bing
Appendix
51
SEO Resources• Google Webmaster Tools -
www.google.com/webmasters/tools/
• Webmaster Central Blog - googlewebmastercentral.blogspot.com
• SEOmoz - www.seomoz.org/learn-seo
• Google’s SEO Starter Guide - googlewebmastercentral.blogspot.com/2010/09/seo-starter-guide-updated.html