As technology becomes more central to daily life, new channels for engagement emerge and reshape the playing field for audience development. It's critical for organizations to revisit their strategy for patron engagement, both in-person and online. Vendini's Live Webinar "Social Media & The Current State of Arts Marketing" will show you how to tap into what is trending with online & mobile marketing. You learn about social media & mobile best practices, tools for measurement, and strategies that will help turn your marketing efforts into ticket sales. You’ll Learn: - Social Media Marketing Best Practices - Mobile Marketing Strategies that Work - How to Measure Your Growth in Terms of Dollars - New Tech Trends that Will Give You a Fundraising Boost Speakers: Keith Goldberg Vice President of Marketing David Maurer Product Marketing Manager

1. Social Media &
The Current State of
Arts Marketing
Welcome to Vendini’s Live Webinar
#VendiniArtsMktg

2. #VendiniArtsMktg
@Vendini
Join the Conversation:
Facebook.com/vendini.inc
LinkedIn.com/company/vendini.inc

3. Keith Goldberg
Vice President of Marketing
Speaker
David Maurer
Product Marketing Manager
Moderator
#VendiniArtsMktg
Meet the Speakers

4. #VendiniArtsMktg

5. Table of Contents:
#VendiniArtsMktg
1. The Current State of Arts Marketing
2. How Social Media & Mobile are Affecting Engagement
3. ROI, Analytics, & Tools
4. Online Trends to Watch For

6. Connecting with your Patrons has
taken on…
new forms of communication.
(picture taken from Mercury Theater, Chicago, IL)

7. Redefining Arts Promotions
99%
86%
72%
27%
97%
50%
Source: http://pewinternet.org/Reports/2013/Arts-and-technology.aspx
Of arts organizations have
their own website
Host podcasts
Have a social media presence
Accept donations online
Sell tickets online
Publish a blog
#VendiniArtsMktg

8. The complete experience
Build trust and deepen
the experience each
step of the way.
Execute at each touch
point.
YOUR
PATRON
Website, Online
Ads, Email
Marketing
Online Reviews
& Social Media
Ticket Sales, Box
Office Staff, &
Volunteers
Fundraising
& Community
Involvement
ONLINE
OFFLINE VENUE
WORD OF MOUTH
#VendiniArtsMktg

9. Social & Mobile
Game Changer
#VendiniArtsMktg

10. Social Media:
Your Access to Your
Advocates, Patrons
& Future Audiences
Mobile:
Your Opportunity
To Make a Great
Patron Experience
#VendiniArtsMktg

11. Consumers are 71% more likely
to make a purchase based on
social media referrals
70% believe consumer opinions
from total strangers
44% of marketing emails are
opened on smart phones
36% of online ticket sales are
made from smartphones
Online Word of Mouth
http://www.musicalamerica.com/specialreports/
TICKETS_2013.pdf

12. How can I gain a
positive ROI on my
social media
channels?
What can I do to
grow my social
media presence?
Social Media

13. Today’s Patron
Connected 24/7
Multi-Taskers
On-the-go
Oversold
#VendiniArtsMktg

14. Social Media Strategy
Earn
Respect
Personalize
Engagement
Listen,
Monitor,
Capture.
• Tell a story.
• Share interesting, relevant content.
• Don’t shamelessly self-promote.
• Focus on one channel to maintain content & tone.
#VendiniArtsMktg

15. Earn
Respect
Personalize
Engagement
Listen,
Monitor,
Capture.
• Showcase your voice & identity.
• Reward followers with exclusive content.
• Compliment online engagement with a fantastic in-person experience.
• Incentivize & reward followers.
• Cross-promote.
Social Media Strategy
#VendiniArtsMktg

16. Earn
Respect
Personalize
Engagement
Listen,
Monitor,
Capture.
• Listen, don’t just broadcast.
• Monitor mentions & know your advocates.
• Track post popularity to hone in on what resonates.
• Capture followers’ contact information to stay in touch via other channels.
Social Media Strategy
#VendiniArtsMktg

17. What can I do to
improve my
patron’s mobile
experience?
Mobile

18. Consider:
How does your website display on different devices?
Try to find the purchase button.
#VendiniArtsMktg

19. Patron Experience Made Beautiful
Responsive Web Design across all devices enables an optimal patron experience.
#VendiniArtsMktg

20. Why mobile strategy &
responsive design helps
Respects the Patron’s Experience
1. One half of all local searches are performed on
mobile.
2. Purchase buttons are easier to find, on all
devices.
3. Consistent user experience conveys your brand
across all channels.
4. Helps make your site easier to find.
#VendiniArtsMktg
http://tag.microsoft.com/community/blog/t/the_growth_of_mobile_marketing_and_tagging.aspx

21. What should I
be measuring?
How should I
measure it?
ROI, Analytics, & Tools

22. Analytics Cheat Sheet:
SOCIAL
Follower
Growth
Sentiment
#VendiniArtsMktg
Engagement
Level

23. Analytics Cheat Sheet:
WEBSITE
Growth by
Campaign
Visitors
+ Source
#VendiniArtsMktg
Level of
Engagement

24. Free Analytics Tools to consider:
Website Social
*Hootsuite Klout
Bit.ly Facebook
Insights
Google Analytics
*Quantcast
*These services have a free version & paid version.
#VendiniArtsMktg

25. Trends To Watch
Consumer as the marketer
Location-based offers & event discovery
Gamification
Crowdsourcing
Emphasis on showing rather than telling
$
*
#VendiniArtsMktg

26. Keep the Conversation
Going:
Keith Goldberg
Vice President of Marketing
kgoldberg@vendini.com
David Maurer
Product Marketing Manager
dmaurer@vendini.com
#VendiniArtsMktg
@Vendini
Facebook.com/vendini.inc
LinkedIn.com/company/vendini.inc
For more info:
www.vendini.com
(800) 901-7173