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The Arts Administrator’s New Media Tools: A Petting Zoo E-Newsletters E-Newsletter Guidelines KISS – Concise, not too frequent, appealing messages that capture your audience’s attention Should read like an e-mail vs. newspaper (friendly, casual tone) Maintain frequency Be careful of third party mailing-list management sites (inform your readership) Credit any source that is not original Make sure all links work! Online Ticketing Out of 138 NYC Performing Arts Organizations Surveyed… 58 provide online ticketing either through own website or a single ticketing vendor 59 either have no online ticketing or provide a mail-in order form 21 provide online ticketing through the ticketing vendor of the venue in which they are performing 15% 42% yes no some 43% Breakdown of Those With No Online Ticketing 60 53 Perf. Arts Orgs 50 40 30 20 10 2 4 0 no - nothing no - free Ticketing Type no - printable form -b ye ox s of -o fic w et n ick et s. ye co s m -c cn ow .c ye om s ge ye s tti -o x. ne ye va t s tio -p nt ix at .c ro om ns ec ur ye e. co s -p m ay pa ye l.c s -s om m ye ar s tti -t x. co el ec ye m ha s -t rg he e. co at e m ye rm s a ni -t a. ick co et m ce nt ra ye l.c s om -t ick et s. co m ye s Perf. Arts Orgs. Breakdown of Online Ticketing Partner Vendors 25 20 20 15 10 9 1 1 1 9 7 5 5 1 1 Ticketing Type 2 0 1 Blogs What the HECK’s a Blog?? The Buzz on Blogs 8 out of 10 Americans know what a blog is 30.8% of blog readers read more than 3 blogs regularly 68.3% of blog readers read them daily Only 20 to 30% of marketing/PR people read blogs In 2007, network executives at CBS used “mommy bloggers” to promote their show “The New Adventures of Old Christine” Many small businesses use blogs as their main website Blog Business Model Low starting/operating costs Reach large, loyal (often diverse) audiences Generate revenue How Audiences Use Blogs 70 Entertainment 60 Personal Interests/Hobbies 50 40 Education/Information 30 20 Work 10 0 Use of Blogs Marketing/PR Uses of Blogs Easily monitor what large volumes of people are saying about your organization, the market & the arts environment To participate in dialogue with consumer/potential patrons by commenting on others’ blogs To present a new “angle” on your organization – making it accessible to your target audience To generate buzz about special projects, performances, artists, etc. Build your Blog Build your Blog How 42nd Street Moon is Marketing/Promoting Its Blog The blog was featured prominently in the 2005/2006 Season brochure Link to the blog is featured on every page of their traditional website A weekly e-mail highlights the blog’s stories from the previous week to an opt-in group An extra e-mail blast per production is sent to the theatre's entire database, telling them about the show, the blog and the blog reader's discount The blog reader's discount consists of a promotion code (and associated discount) created just for online promotions Social Networking What’s Social Networking? Expanding the number of one's business and/or social contacts by making connections through individuals Web-based groups established for that purpose Ex: Friendster, MySpace, Facebook, LinkedIn, etc. MySpace How’s Social Networking Used? Engages supporters (give backstage gossip, address questions, promote a brand) Provides an alternative to traditional marketing approaches that are losing their value Responds to consumers desire for less 'interruptive' brand communications Focuses in on consumer trend of building relationships with a brand or product Companies that want to advertise on social networks should embrace the interactive aspect of the sites in order to gain the full benefit of these campaigns. Facebook Social Networking as a Tool VOLKSWAGON http://www.myspace.com/misshelga http://www.myspace.com/khalannabriarts Choosing the Right Site Implementing Social Networking 1. 2. 3. 4. 5. 6. 7. 8. Target a specific audience Be a thought leader Be authentic and transparent Create lots of links Encourage people to contact you Participate Make it easy to find you Experiment http://www.commoncraft.com/video-social-networking Podcast What’s a Podcast? A PODCAST (“iPod” + “Broadcast”) is a way to publish audio and video content to the world via the Internet. Subscribe to favorite shows and automatically receive the latest episodes. Similar to radio on-demand, but far more options for content and programming; what you want, when you want it. A VODCAST (or Videocast) is the delivery of ondemand video content instead of audio content. Can be viewed on a computer, or saved to a portable device such as a Sony PSP or an iPod. How’s a Podcast Used? Podcasting can be used in a variety of ways, including: distribution of school lessons delivering church sermons distribution of playlists of music official and unofficial audio tours of museums conference meeting alerts and updates distribution of public safety messages by police departments As a radio-style show, podcasts can function as talk shows, music shows, interviews, story-telling, tutorials, directions, commentaries, or sportscasts. How’s a Podcast Used? Link to it from your website -or Direct patrons from your website to a third party such as iTunes Great Podcasts: Carnegie Hall Manhattan Theatre Club NYC Ballet How’s a Podcast Implemented? On a PC: 1. Take your pictures or film your video 2. Install free audio recorder software for Windows, such as Audacity, Record for All, and Easy Recorder V5 3. Plan your script 4. Plug in a microphone 5. Create an audio file by making a recording and saving it to your computer 6. Create an RSS feed 7. Upload the audio file to one of the many podcasting sites 8. Promote it! On a MAC: 1. Take your pictures or film your video 2. Plan your script 3. Create an audio file on Garageband or video file on iMovie 4. Upload to iTunes for publishing 5. Promote it! Podcast Tutorials On a PC: http://www.how-to-podcast-tutorial.com/ On a MAC: http://www.apple.com/ilife/tutorials/ Viral Marketing What’s Viral Marketing? VIRAL MARKETING uses pre-existing social networks to produce an increase in brand awareness. Takes advantage of rapid multiplication to explode the message to millions; exponential growth in message’s exposure. Facilitates and encourages people to pass along a marketing message to others voluntarily. “It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she does not like.” (Wikipedia) Viral marketing is based on this natural human behavior… How’s Viral Marketing Used? Viral marketing may take the form of funny video clips, interactive games, images, or even text messages; be careful to not make a campaign seem forced or gimmicky. The goal is to identify individuals with high social networking potential and create viral messages that appeal to this segment of the population; create a buzz around the product or idea. How’s Viral Marketing Used? As long as each “infected” user spreads the word to more than one susceptible user on average, the number of “infected” users will grow exponentially. The formula is a combination of great web content that is ground-breaking, amazing, hilarious, or involves a celebrity, plus a network of people to light the fire, and all the links that make it easy for people to share. How’s Viral Marketing Used? RAY-BAN http://www.youtube.com/watch?v=-prfAENSh2k MENTOS/DIET COKE EXPERIMENT http://www.eepybird.com/dcm1.html BLAIR WITCH PROJECT http://www.blairwitch.com/ How’s Viral Marketing Implemented? Six elements of a successful viral marketing campaign strategy: Attract visitors to your site by giving away something free; try to sell them something while they are there. Provide for effortless transfer to others. The transmission method must be rapidly scalable from small to very large. Exploit common motivations and behaviors; this results in the urge to communicate through websites and email. Utilize existing communication networks; place your message into existing communications between people, and you will multiply the dispersion. The most creative viral marketing plans use others’ resources to get the word out, others’ web pages. How’s Viral Marketing Implemented? Several common viral marketing techniques any organization can use: Encourage links to your site: Encourage others to post them free on their site Send out news releases for a free service or product on your site Encourage word-of-mouth recommendations: Install a “Recommend it!” referral system Make it easy to e-mail or fax your webpage to a friend Encourage people to forward your newsletter to friends Offer desirable products or services that spread your message: Offer a free digital download that carries your marketing message http://khalannabri.yuku.com/ Media Downloads