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Victoria Doidge, Director Marketing, Communications and Customer Services at Sydney Opera House, looks at how the changing face of the media industry relates to the arts, and why a performing arts company should embrace social, video and mobile platforms to engage with its customers. During this presentation, Victoria will introduce the House’s digital content strategy including the creation of the video platform PLAY and the production of The Ship Song Project. She will also discuss why social media is uniquely important for the not-for-profit sector and provide some insights on how to approach mobile.
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Performing Arts
SOCIAL
VIDEO MOBILE
POST MODERN VALUE SYSTEMS (ANDY HINES)
AUTHENTICITY
CONNECTION
ANTI CONSUMERISM
SELF EXPRESSION
ENOUGHNESS
SOCIAL SOCIAL SOCIAL SOCIAL
68% more likely to remember
“there is nothing on this earth more to be prized than true friendship.” thomas aquinas
11.5m users Half on mobile 7 hours per month (3 times that of the States) Social impressions = 34 x’s friends
1:9:90 rule
116% traffic growth
140% revenue growth
84K video views 250K play list views
VIDEO VIDEO VIDEO VIDEO
Genuine blending of advertising and content
Make your brand as part of the content
Focus on engagement as well as views
Research what resonates - then move into creative
YOUTUBE CHANNELS
Sydney Opera House Online Video Views
SUFJAN STEVENS • GOTYE • U2 BERLIN PHILHARMONIC ORCHESTRA • KATIE NOONAN LOU REED • SYDNEY SYMPHONY • OPERA AUSTRALIA THE AUSTRALIAN BALLET • JOHN CLEESE • JOHN MALKOVICH SIR IAN MCKELLEN • REG MOMBASSA • SHAUN TAN • BRIAN ENO
“Takes a landmark so familiar one would think it hard to present it in a way that might actually force reappraisal. But it manages to deliver a beautiful film. It showcases the building, the diversity of its content and the spirit of Sydney, maybe even Australia, in a way that moves you . . .” -‐ Anthony Freedman, Chairman Communications Council, Sydney Morning Herald, August 12 2011
“I love the Sydney Opera House. Not just a national icon but a symbol of what it takes to realise a grand creative vision. A struggle and a refusal to compromise. To me there’s a true depth of emotion to this beautiful valentine. The Ship Song itself, opening with Neil Finn – it’s just everyone involved doing their job really, really well” Nancy Hartley, SapientNitro, Campaign Brief, July / August 2011
“Ship Song from Sydney Opera House. It’s a song, a piece of viral content and an ad all rolled seamlessly together.” Ian Perrin Zenith Optimedia CEO, The Australian, October 24, 2011
We made a short film, an audio track, an outdoor photographic exhibition, a documentary, a YouTube channel, a TVC and a cinema campaign
• - 300k channel views on YouTube • - Documentary aired on Foxtel and Qantas In-flight • - High rotation on Music Max, ABC Radio • - Top 60 ITunes chart • - News coverage on all free to air TV and major press • - Ministry of Sound Compilation
We touched millions – reach and sentiment couldn’t be better
Awarded best AD Campaign B&T Awards, Best Idea Creative Magazine, Top Ten Ad Campaigns Ad News, Nominated Cannes
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MOBILE MOBILE MOBILE MOBILE
Hyper-local approach
It’s all about mobile
50% of Australia’s top 100 brands have gone mobile
APPS Mobile Web
Wallet Advertising
Social Content
Gamification Check-Ins
“We have seen just the beginning of the shift to social media. Social news
curation will soon be mainstream, in which possibly the majority of people select their news, video, or audio consumption through the collective opinions of their personal networks, rather than going to
individual media outlets. While we are hardly going to see the death of passive media, an increasing proportion of media consumption will
involve sharing and conversation with friends and peers”. Ross Dawson
DIRECT SOCIAL MOBILE VIDEO OWN MEDIA PAID MEDIA
THE EIGHTH STAGE
INTEGRATION
STORY TELLING ENGAGEMENT NOT VIEWS
RESULTS NOT LIKES
TRANSMEDIA / 360
Thanks . . . [email protected]
