#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

#SpektrixMeetup

Paul McGuinness

Account Manager

paul.mcguinness@spektrix.com

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)

Thank you!

ashley@culturerepublic.co.uk

@AnAshleyAbroad

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