Web Marketing for the Arts 2010
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Web Web MarketingMarketing
For the For the ArtsArtsSian JamiesonAudience Development Coordinator
e: [email protected]: @HIArtsAudiences Fb: www.facebook.com/HIArtsAudienceDevelopment
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Information, Links and The Presentation
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STOP!
What 2 things would you
change about your website right now?
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Today’s WorkshopToday’s Workshop
• Where to start with Website Development
• Effective Website Design
• Getting Seen: Search Engine Optimisation
• Using Social Media and Social Networks
• Managing your Customer Relationships
• Effective Email Campaigns
• Setting up for eCommerce
• Insights into Analytics
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Interactive
Collaborative
Frequently updated
User controlled
Passive
Static
Rarely Updated
Webmaster controlled
What is Web 2.0?
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Getting Started: Website Website DevelopmentDevelopmentFirst Things FirstFirst Things First
How do you envisage your website?
What do you hope to achieve with your website?
Who do you want to visit your website?
In other words…
VISION, AIMS, & AUDIENCE
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Vision
What do you want your visitors to think of you?
What is the lasting impression you want to leave with your visitors?
What are the long-term aspirations of your website?
Conveyed through good website development & design
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Aims
What is it you want your visitors to do on your website?
What do you want to achieve through your website?
Conveyed through good website design
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Audience
Who are you wanting to attract to your website?
Why should they visit your website?
Where are they coming from?
Conveyed through good website
Promotion & use of analytics
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What makes a good website?
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• Capture and communicate the value and benefit your providing visitors.
• Make an immediate connection when visitors enter your site.
• Be consistent with your overall brand and communications.
• Create a beautiful, professional and highly- functional experience.
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So what are the key elements of your website?
• Calendar of events, shows, performances
• eCommerce
• Photo galleries
• Blogs
• News
• Social media content
The key elements of your website carry
its success.
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• The Navigation Structure
• Font Selection
• Creative Copy
• Image selection and editing
• Icons
The little touches that have high
impact.
What separates your website from everyone else’s?
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User Ease
• Organised and intuitive navigation structure.
• White space – Avoid adding too much to the home page
• Multiple ways to access one piece of information.
Making it easy for your visitors and for yourself.
Management and Manageability
• A Content Management System
• Ability to make changes and updates without the need of an IT expert.
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Who is going to develop your website?
Option One: Do-it-yourself • You personally• An internal member of staff• A volunteer• Your intern
Option Two: Outsourcing• A Design Company • An IT Firm
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Outsourced…
You’re outsourcing control of your site!
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Website Specification Plan
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Content Management System (CMS)
A collection of tools designed to allow the creation, modification and removal of information from a website.
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Benefits of Using a CMS
• You don’t need to understand or know any HTML coding.
• Maintenance is decentralised.
• Site structure and design can be easily changed.
• Navigation is automatically generated.
• You can configure access and restrictions.
• Access to dynamic content.
• You have control.
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Open Source CMS Solutions
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Effective Website DesignEffective Website Design
It takes less then 10 Seconds to grab peoples attention
Less if your website takes 4 seconds to download
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Aims & Audiences
Targeted and Segmented
Disseminate Information
Sign up to Mailing List
Buy
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AIDA
Attention
Interest
Desire
Action
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Attention Be Honest,
Relevant,
Tasteful; and
Clear.
Make a statement
Make an offering
Ask a question
Tell them something
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Interest
Why should I
stay?
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Desire
Appeal to personal
needs and wants.
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Action
Purchase a Ticket.
Sign up for a Newsletter.
Buy a product.
Recommend to a friend.
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• Establish trust
• Make life better in some way
• Offer a clean, simple and easy experience
• Avoid making the user think unnecessarily
• Look professional
• Clearly show your visitors how to accomplish their goals
• Help visitors find what they need
• And; Then ask them to take an action.
Great Website Rules
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Any Questions?
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Be Seen: Search Engine Search Engine OptimisationOptimisation
• Do people know who you are well enough to search for you?
• Do Search Engines know you well enough to recommend you?
• What have you done to get noticed?
“If I built it, they will come”
The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches.
So What is Search Engine Optimisation or SEO?
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Google Rankings
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What are
your keywords?
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Keywords
Art, Artists, Auditorium, Bookings, Cinema, Conferences, Create, Creative, Culture, Exhibition, Gaelic, Galleries, Hebrides, Scotland, Stornoway…
Example: An LanntairAn Lanntair
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A Sneaky TipSource Material
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A Sneaky TipSource Material
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Onsite SEO: Titles
What to do with your keywords
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Onsite SEO: Meta Descriptions
What to do with your keywords
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Onsite SEO: Meta Descriptions
What to do with your keywords
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Onsite SEO: Meta Descriptions
What to do with your keywords
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Linking & BacklinkingOffsite SEO: Links
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Linking to others
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Backlinking
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Some Quick Tips
• Anchor Text – ‘Click Here’?
• Image Links – A text Link too please.
• Link Titles – Where are you sending me?
• Mix it up!
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SiteMaps
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Blogs
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• HTML rather then Flash.
• Unique page titles and meta descriptions.
• Keywords and phrases for titles and content.
• Clear and structured navigation.
• An accessible Sitemap on every page.
• Clear internal links
• Links back to the home page.
The basics for a SE friendly website
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Social Bookmarking
Spread Spread the the
Love!Love!
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Share This!
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SEO requires time and patience.
SEO requires regular additions of new content.
SEO requires commitment to continued learning.
Basic Truths of SEO
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Any Questions?
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Get Chatting: Social Media & Social Media & NetworksNetworks
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Social Media
Content
Community Collective Intelligence
Collaboration
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400,000,000 active users on Facebook
77% of active internet users read blogs
24 Hours of YouTube Videos viewed every
minute
Average of 250,000,000 Tweets a day
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Create a username for your page
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Why should you be Facebooking?
Promote your artwork
Announce Exhibitions
Talk about your artistic practice
Encourage feedback.
Keep in touch with Band members
Schedule rehearsals
Promote events, gigs, activities
Encourage conversation.
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Easy ways to engage your Facebook fans
• Ask their opinion
• Test their knowledge
• Pair promotions with content
• Thank your fans
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• Branding• Traffic• Networking• Notifying customers• Latest news• Finding prospects• Get feedback• Make friends with peers• Track your competitors• Adds to your SEO• Be Mobile
Why you should tweet
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5 things to do as a New Tweeter
Work our why? What is Twitter going to do for you?
• You need to Tweet!
• Follow others.
• Get Interactive.
• Don’t Spam.
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# Hashtags
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Tips and Tricks
Tweet and Tweet often.
Be Conversational.
Provide value.
Be Yourself!
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Schedule Your Social Media
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YouTube
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Tips and Tricks
• Optimise your videos
• One is not enough
• Content is key
• Leverage your social media
• Embed your videos
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Slideshare
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http://issuu.com/sianjamieson/docs/hi-arts_digital_toolkit
Issuu
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Podcasting
• Typical Podcast
• Audio Programmes or brochures
• Insight into who you are and what you do.
4 Basic Steps
Plan – Topic – Format - Location
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Blogging
• To build base of regular readers, subscribers and customers
• Human face for your business
• Engage with your readers
• Produce new content and SEO
• Traffic generator for your website
• Cost effective marketing tool.
Why do we use blogs?
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Create your own RSS Feeds
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Dealing with Negative Feedback
• Monitor online conversations.
• Be proactive.
• Acknowledge their point of view.
• Respond quickly.
• Don’t remove negative comments.
• Some comments do not warrant a response.
• All your fans and followers will see this too.
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Monitoring Social Media Conversations
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Quick Win
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How to Navigate Social Media
“Twenty years from now you will be more disappointed by the things that you didn’t
do than by the ones you did do.
So throw off the bowlines. Sail away from the safe harbour. Catch the trade winds in
your sails.
Explore. Dream. Discover.”
Mark Twain
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Most Important!
In order to be successful on Facebook you need to think like a
facebooker!
Don’t forget everything happens in in Real Time.
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Any Questions?
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Managing your Relationships Managing your Relationships
Customer Relationship Management or CRM
What?
The way in which you collect, store, manage and use the information you have on your customers, clients,
visitors or audiences.
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CRM is a way of learning more about your
audiences, or customers, needs and
behaviours in order to develop stronger
relationships with them.
• Retains existing customers and helps to expand your audience,
• It’s expensive to find new customers,
• CRM provides an insight into the behaviour of your audience,
• Allows you to segment and target your audience effectively,
• Enables you to provide the best experience for your audience.
Why is CRM Important?Why is CRM Important?
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What type of data are you collecting?The basics
• Names
• Email addresses
• Addresses
• Phone numbers
• Websites
• Who they work for
All the extra info• What events they attend
• What activities they’ve participated in
• What products they’ve bought
• Emails, phone calls or drop in questions, queries and enquires
• If they are involved in your organisation and in what capacity
• Age
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WHY?
Couple dozen female OAPs
Attend the theatre 2 to 3 times every winter
Always attend productions by the Highland Theatre Group,
Usually attend Musicals,
Only buy tickets for shows and don’t engage with activities or events.
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Market the events of the Highland Theatre Group directly.
Encourage advanced booking
Offer a discount or special deal
Directly promote the other activities and events that would appeal to them
Invite them to a focus group
Action
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Where do I get a CRM solution?
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Email Campaigns
Benefits
• Grow and expand your business or organisation.
• Communicate important news.
• Keeps you on the minds of potential audiences.
• Make your sales process easier and more productive.
• Helps people get to know you in a light and informal way.
• Helps start conversations with your target audience.
Target and structure your mail outs
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What should I share?• New products, events, services, activities
• Discounts or special offers
• Recommendations.
• New partnerships or collaborations
• Articles, blog posts and other information resources.
• Exhibition, event, activity launches.
• Surveys or requests of feedback.
Things to Watch Out ForThings to Watch Out ForSend emails in moderation
Have something valuable to say
Allow for people to Opt-in
Allow people to Unsubscribe
Don’t send unsolicited mail.
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Five Tips
1. Focus on one message
2. Customise your message
3. Include a call to action
4. Use a template
5. Watch your stats
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Email Campaign Solutions
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Any Questions?
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Sell Sell Sell: eCommerce eCommerce
The buying and selling of goods on the Internet!
Benefits:
• Increases sales without increase the budget
• Expands the size of your potential market
• Reaches a more targeted market
• Gives you a competitive advantage
• Reach people around the world 24 hours a day!
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What to consider first
• Establish your identity
• Find the right online home
• Build an attractive storefront
• Make it easy for customers to pay
• Let the world know about your site
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What to pick
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Online sellers
• Access to loyal customer base immediately
• Marketing is assumed by the online marketplace
• Access to professional website
• You can customise your profile and shop policies
• You’ll be part of the wider online community
• An online marketplace will provide your online security and safety.
Benefits:
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What you must consider
• Will you require customers to login to order?
• What are your return policies?
• How are you describing your products?
• What type of search, filtering or sorting application will you use?
• What your check-out button will look like, where it will be positioned and when will it first appear?
• What type and level of customer service will you provide?
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Big cartel
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Secure Shopping Carts
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The Offline World
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Any Questions?
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Then What?
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Who your website visitors areWhere they are coming fromWhat they were interested in
What keywords people are using to find youWho is linking to your website
Precisely who your ‘Fans’ are Where they come fromWhat they like and dislike
Who is watching your contentWho is listening to your content
Who is buying your singles/ albumsWhen people buy from you
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Everything is linked together….
Are you actually going anywhere?
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Insights into Your AudienceInsights into Your Audience
Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences.
- How they got there and where they came from.
- What pages they went to.
- What they clicked, downloaded, viewed.
- What they bought.
- How they interact with you.
What data?
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Types of Website Visitors
Search Engine Traffic
Direct Traffic
Referring Traffic
Social Bookmarking Traffic
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Search Engine Traffic
• Visitors looking for specific information,
• Fleeting visitors,
• “Unique” visitors.
Direct Traffic • Know about your website in advance,
• They will get exactly what they want,
• Community orientated,
• They will spread the word.
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Referring Traffic
• Recommended from a reliable source,
• More likely to convert into a supporter,
• More likely to participate.
Social Bookmarking Traffic
• Visitors are “checking you out”,
• Visitors are not actively searching for information,
• Can receive thousands of visitors a day,
• Creates ‘word of mouse’ or viral marketing.
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How to use web analytics effectively
Do most people visit your site at particular times?
Which pages are most popular?
Do your readers browse more than one page before leaving?
What is the average length of time your readers stay?
Do your readers come from search engines?
What pages are primary exit pages for your site?
Who is linking to you?
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How to translate this into insights?
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WHY?
80% Bounce Rate on your home page
50% of your visitors seem to be driven from social media.
1 of your pages is extremely popular ranking 2nd to your homepage.
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Time to Breathe…
We’re all done!
Questions?