web marketing for the arts 2010

Web Web MarketingMarketing

For the For the ArtsArtsSian JamiesonAudience Development Coordinator

e: sian@hi-arts.co.ukT: @HIArtsAudiences Fb: www.facebook.com/HIArtsAudienceDevelopment

Information, Links and The Presentation

STOP!

What 2 things would you

change about your website right now?

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

Interactive

Collaborative

Frequently updated

User controlled

Passive

Static

Rarely Updated

Webmaster controlled

What is Web 2.0?

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

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

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

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

What makes a good website?

• 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.

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.

• 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?

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.

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

Outsourced…

You’re outsourcing control of your site!

Website Specification Plan

Content Management System (CMS)

A collection of tools designed to allow the creation, modification and removal of information from a website.

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.

Open Source CMS Solutions

Effective Website DesignEffective Website Design

It takes less then 10 Seconds to grab peoples attention

Less if your website takes 4 seconds to download

Aims & Audiences

Targeted and Segmented

Disseminate Information

Sign up to Mailing List

Buy

AIDA

Attention

Interest

Desire

Action

Attention Be Honest,

Relevant,

Tasteful; and

Clear.

Make a statement

Make an offering

Ask a question

Tell them something

Interest

Why should I

stay?

Desire

Appeal to personal

needs and wants.

Action

Purchase a Ticket.

Sign up for a Newsletter.

Buy a product.

Recommend to a friend.

• 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

Any Questions?

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?

Google Rankings

What are

your keywords?

Keywords

Art, Artists, Auditorium, Bookings, Cinema, Conferences, Create, Creative, Culture, Exhibition, Gaelic, Galleries, Hebrides, Scotland, Stornoway…

Example: An LanntairAn Lanntair

A Sneaky TipSource Material

A Sneaky TipSource Material

http://www.google.com/sktool/#

Google’s Keyword Tool

Onsite SEO: Titles

What to do with your keywords

Onsite SEO: Meta Descriptions

What to do with your keywords

Onsite SEO: Meta Descriptions

What to do with your keywords

Onsite SEO: Meta Descriptions

What to do with your keywords

Linking & BacklinkingOffsite SEO: Links

Linking to others

Backlinking

Some Quick Tips

• Anchor Text – ‘Click Here’?

• Image Links – A text Link too please.

• Link Titles – Where are you sending me?

• Mix it up!

SiteMaps

Blogs

• 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

Social Bookmarking

Spread Spread the the

Love!Love!

Share This!

SEO requires time and patience.

SEO requires regular additions of new content.

SEO requires commitment to continued learning.

Basic Truths of SEO

Any Questions?

Get Chatting: Social Media & Social Media & NetworksNetworks

Social Media

Content

Community Collective Intelligence

Collaboration

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

Facebook

Create a username for your page

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.

Easy ways to engage your Facebook fans

• Ask their opinion

• Test their knowledge

• Pair promotions with content

• Thank your fans

• 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

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.

# Hashtags

Tips and Tricks

Tweet and Tweet often.

Be Conversational.

Provide value.

Be Yourself!

Schedule Your Social Media

YouTube

Tips and Tricks

• Optimise your videos

• One is not enough

• Content is key

• Leverage your social media

• Embed your videos

Slideshare

http://issuu.com/sianjamieson/docs/hi-arts_digital_toolkit

Issuu

Podcasting

• Typical Podcast

• Audio Programmes or brochures

• Insight into who you are and what you do.

4 Basic Steps

Plan – Topic – Format - Location

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?

Create your own RSS Feeds

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.

Monitoring Social Media Conversations

Quick Win

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

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.

Any Questions?

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.

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?

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

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.

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

Where do I get a CRM solution?

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

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.

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

Email Campaign Solutions

Any Questions?

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!

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

What to pick

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:

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?

Big cartel

Secure Shopping Carts

The Offline World

Any Questions?

Then What?

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

Everything is linked together….

Are you actually going anywhere?

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?

Types of Website Visitors

Search Engine Traffic

Direct Traffic

Referring Traffic

Social Bookmarking Traffic

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.

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.

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?

How to translate this into insights?

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.

Time to Breathe…

We’re all done!

Questions?