Embed Size (px)
Citation preview
#SpektrixMeetup
AGGREGATED DATA REPORT
AUDIENCES 2014
STEAL TRICKS FROM RETAIL
Cardholder wallets
Good mobile experiences
‘You looked at this so why not look at
that?’
Clear calls to action!
DO EMAILS BETTER
Segment carefully – don’t send the
same message to everyone!
Test, test and re-test
Shut up
IMPROVING REATTENDANCE
Make first-timers feel extra welcome
Follow up with post-show emails
Segment recent attenders
Offer a low-cost incentive
Getting Closer to the Audience
Ashley Smith Hammond
Manager of Knowledge, Networks & Learning
Culture Republic works with cultural organisations large and small; ticketed and ticketless; performance-orientated, visitor focused or community based. We provide them with the tools and intelligence they need to meet business goals and bring their work to the widest possible segment of Scotland's public.
- Researchers
- Marketers
- Coder
- Analysts
- Social Scientists
Who we are
View of the audience through our geek specs
What we do
In practice
In practice
What we do
In practice
- Number of Performances
Customers Tickets Tickets Per Performance
Revenue Ticket Yield Average Group Size
Capacity Achieved
(%)
Venue FY13/14 225 57,972 226,320 1,006£
6,695,194 £
29.58 2.90 61 East Scotland FY13/14 3652 284,328 1,386,161 380
£ 37,729,897
£ 27.22 3.10 51
0%
5%
10%
15%
20%
25% VenueFY13/14 HH
East Scotland FY13/14 HH (N/F)
81% 78%
12% 12%
3% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Venue FY13/14Households %
East Scotland FY13/14Households %
5 times
4 times
3 times
Twice
Once
In practice
What we do
Sheldon
In practice – Twitter & Facebook
-
1,000
2,000
3,000
4,000
5,000
6,000
Twitter Followers
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Facebook Page Likes
Putting it together
Putting it together
Aggregation shows similarities
Individual data shows difference
Bring these together to support strategy & tactics
Key to making recommendations are the points of difference
Photo – Holding Hands Together Forever by Martin Fisch, (CC-BY-SA 2.0)
Celtic Connections
Economic Impact + Box Office analysis + Social Media analysis = 360 view
Fan photo on Flickr, The Next Couple of Weeks by Candy Shwartz. CC BY 2.0
Celtic Connections
Ayr Gaiety
Ayr Gaiety
Edinburgh’s Christmas
Photo – Edin_Xmas_2011-4 by Rob Shields (Flickr user Beardy Rob) (CC-BY-SA 2.0)
Linking online activity to box office sales
• Actual impact of social campaigns on sales
• Clear view of which channels are having the greatest impact on income
• Model of what’s possible for the wider sector when these things get joined up
Edinburgh’s Christmas
Photo – Edinburgh Christmas Fair by Magnus Hagdorn, (CC-BY-SA 2.0)
Linking online activity to box office sales
• Where are new opportunities?
• How does it compare?
• What’s impacting income?
In summary
Strategic & practical support
Reducing risk
Reducing digital fear
Trends + research + actual behaviour
Combining Data
Photo – Holding Hands Together Forever by Martin Fisch, (CC-BY-SA 2.0)
How to make a million
Cat Leaver
Head of Strategy
@C_Leaver
State of Social in 2015Instagram grew 50% between March and December 2014 and is now bigger
than Twitter
70 million photos & videos shared each day
Instagram gets 50 times more engagement than Twitter
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
State of Social in 2015Average Twitter user follows five or more brands
Over a third of Twitter users will buy from a brand they follow
Twitter generated a ROI of 1,780% on auto sales in 2013
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
State of Social in 2015Facebook organic reach drops to average 2% (Facebook Zero)
Facebook served more videos (12.3bn) than YouTube in June 2014
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
State of Social in 2015Snapchat growing at rate of 56% per year
Facebook Messenger has seen considerable uptake
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
What is Advocacy?
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Awareness
Consideration
Preference
Purchase
Loyalty
* ADVOCACY *
Social Advocacy
Brand advocacy is hugely valuable in making more relevant and
credible communications
Social advocacy is worth 10 times as much as a PPC click
Over half of CEOs expect social channels to be the primary way of
engaging customers within the next five years
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Ogilvy Advocacy Findings
Features / practicality more commonly referred to than emotions
Casual comments occurring most regularly
Unlikely suspects – people advocate even seemingly ‘boring’ brands, i.e.
coffee brands, hotels, etc
China has around 3 times as much social advocacy as UK (12%)
Passion is highest amongst UK and US consumers
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Influence vs Advocacy
Don’t confuse audience (quantity) with influence (quality).
Don’t confuse influence (buzz) with advocacy (loyalty).
Advocacy = save money, leverage your audience, build your
credibility…
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Influence vs Advocacy
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
ProfilePunter, Blogger, Celeb Satisfied, loyal customer
Grow their audience Support friends
18% trust influencers 92% trust brand advocates
Motivation
Consumer Trust
INFLUENCERS ADVOCATES VS
Advocates
Advocates are loyal.
Advocates are committed to your brand and act as ambassadors for you.
The arts are perfect for igniting passion and building advocacy.
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Passion
How to grow advocacy?
Understand:
Who your audience(s) are
What your audience(s) talk about
Where they hang out
How your audience display advocacy
What inspires your audience
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Use the data
Understanding your marketplace:
Did you know… Chinese consumers are more passionate about skin care
products than the latest action blockbuster?
Did you know… one of the most socially advocated brands in the UK is
Holiday Inn – thanks to their free breakfast initiative?
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
Boost Advocacy
Consider (and integrate) audience touch points
Identify enthused consumers and encourage them –
engage!
Use a full mix of owned, earned and paid marketing
channels
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
VS
Volume
VS
Passion
R each
Advocacy in the Arts
Tate acknowledges the power of their social media followers and
builds advocacy by:
Establishing key influencers or ‘super fans’ on its social sites, and encouraging them
to be online advocates – building tailored initiatives and actively engaging with these
users
Rewarding key influencers or ‘super fans’ by granting them special access to Tate
Identifying fans who are likely to donate or become Patrons or Members and creating
dialogues with them
Measuring audience advocacy, beyond simple interactions and responding.
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
THANK YOU
@HeyFromAD 0141 33 11 323
www.weareAD.co.uk
