How does your organisation create a seamless customer experience? Are you doing something innovative with your online user journey? Would you like to share your Digital 360 story with us?
We asked you to pitch your ideas to us and we’re delighted to have selected the following arts organisations to tell their stories during the Ideas in Action breakout at Digital 360 on 8 December 2015 at Sadler’s Wells.
This session will follow the Pecha Kucha format: presentations will have 20 slides shown for 20 seconds each. These might not be complete tales but the stories are sure to be inspiring and will explore how arts organisations are trying to create an effective integrated experience for visitors, personalise approaches to digital marketing or effectively create always-on omnichannel experiences.
Head of Marketing and Communications
Theatr Genedlaethol Cymru
How do you engage with theatregoers whatever the language? As a welsh language company with a national and international reach, bringing non-welsh speakers into our productions and giving them a rich experience has been a difficult for us in the past. We had to be clever about the way we did it and think outside the box… so we created an App! It’s called Sibrwd and it whispers short snippets in English to the theatregoer as they watch a production. Our audiences tend to be 50+ so this has been quite a challenge to start changing their mindset about bringing phones into the theatre but we’re getting there. Communicating about the app has been interesting. We are a welsh language company and haven’t really been targeting non-welsh speakers to come and see our work. Suddenly we can, and a whole new audience opens up!
Head of Marketing and Communications
Scottish Ballet’s The Nutcracker campaign was commended the 2015 Dadi Digital Strategy Award. The winner was Tesco, the other commendation went to Adidas. I will talk about how we manage, with our little team, to create campaigns to engage people digitally; how important the term “Relationship” is in the CRM acronym and how can that be translated in our digital communication; ideas and forms of communication that we have developed; the effect this has had on our online stats (web + social media) and sales figures.
The Tricycle have been investigating the question: Do the Facebook and YouTube adverts we place actually generate revenue for our organisation? Can we ever know if someone who clicked on a Facebook ad went and bought a ticket? Well the answer is sort of yes!
Does placing advert content across multiple social media platforms (Facebook, YouTube) result in ticket sales? We have been experimenting with Spektrix and Google Analytics via tag manager and ecommerce tracking to see if it is possible to answer the question ‘Do our Facebook adverts result in ticket sales?’ Or more specifically, does someone who clicks on a Facebook advert go on to buy a ticket?
This will be a presentation that leaves with just as many questions as answers but I’ll share the work we’ve been doing expanding our Google Analytics and social media advertising, as it’s really impressive what can be achieved and what tools are available!
I’ve been part of a team funded by the NESTA Digital R&D fund to develop a new App called ‘Pollen’, aimed at encouraging infrequent and attenders to try new experiences. It was launched in Birmingham in July and we’re now at the stage of building the user base for it. It’s a really good story to tell in terms of not seeing digital ‘as the answer’ in itself, but seeing the possibilities digital technology offers to tackle a very ‘old’ problem for arts marketers. On the team we have a cultural organisation (THSH Birmingham) an app developer, and a research institution (Birmingham City University).
Capturing a video that points every direction at once – forwards, backwards, left, right, up AND down – has been fascinating. Although it seemed easy to make a video that is just one shot with no editing, in reality it’s been a time-consuming process. I filmed the BBC Symphony Orchestra performing The Sea by Frank Bridge at the Aldeburgh Festival. I suspect some orchestras might balk at the prospect of no editing allowed, but as their performances are almost all broadcast on Radio 3 live, they didn’t mind at all. Once it was filmed, the next task was to get the footage from the cameras. This has to be done in order so as not to confuse the software. And, with 7 cameras filming greater-than-HD-resolution footage for 40 minutes, the files are huge. Finally, after a lot of tweaks, we have it up and running – our very own Concert in a Phonebox at Aldeburgh Music, where you can walk in and watch the BBC Symphony Orchestra, whenever you want.
Have we sparked your interest? Book your place at Digital 360.