roadshow east case study: david stark, rsno
DESCRIPTION
TRANSCRIPT
An online social media project by the National Performing Arts Companies of Scotland
David Stark, Director of Marketing & Communications, Royal Scottish National Orchestra
Royal Scottish National Orchestra 1999: first website 2003: Email List / SMS-texts 2006: Website re-built in-house, using
open source CMS (Mambo, now Joomla) 2008: presence on Facebook 2009: first in-house video projects 2009: employ Digital Manager 2010: blogging/video/microsites/social
networking
RSNO Online:main website
RSNO Online:
special project micro-site
RSNO Online:
E-news
RSNO Online: U16 site
RSNO Online: streaming/downloads ‘white label’ site
RSNO Online:
U26 social network
Why Collaborate?
“At a time of economic uncertainty, deploying
collaborative solutions to joint challenges and opportunities is a pre-requisite for survival”Simon Woods (CE, RSNO)
Catalysts for Collaboration MMM – Missions Models Money Scottish Government – keen for NPACS
to work together NPACS – desire work together on
externally facing projects.
Who are we?
Why Digital?
None of us were fully realising the potential of technology on our own
We didn’t have the tech/digital resources to go it alone
Potential to significantly increase public engagement opportunities - ‘greater than the sum of our parts’
Why Marketers Collaborate? Cross promotion Networking opportunities across five
existing audiences and their friends More companies = more content, more
discussion, more activity Easier to reach the ‘hard-to-reach fruit’
We spend most of our TIME picking the “low hanging fruit”
We spend most of our BUDGET picking the “mid-level fruit”
COLLABORATION is neededto pick the “hard-to-reach fruit”
Aims of our collaboration… Promote the work of the five to new
audiences by:
Facilitating new public dialogues about each of us
Leveraging combined power of five for increased national/international reputation
Enriching experience of current attenders
First Steps in Digital Collaboration Digital Audit Get CEOs together first Inspire everyone through presentations from
leaders in the field Share stories, research & results of other
successful technology projects private Ning became crucial tool for
sharing & discussing ideas
So what did we decide? We are all at different stages in our own
digital work, with differing ambitions
BUT.. all united by common desire to eventually see a fully realised content-delivery vision (Phase 2)
SO… decided to begin with an ‘online social media presence’ (Phase 1)
Difficult Questions
Are we creating a new brand, or just a new ‘space’?
How should joint NPACS activities relate/integrate with/replace current Company social/web activities?
What internal resources can we each bring to the table?
How will we maintain momentum – who drives this?
Collaborative Hurdles Competition for ticket sales Maintaining individual identities in
conversations with audiences Agreeing on a clearly defined target
audience Impact on other collaborations outside
NPACS Differing definitions of what is ‘sensitive’
material or appropriate conversation tones
Choosing the right partner Small is beautiful
Consultant needs to drive content, as well as build the platform
Launching soon...