winning websites namp 2013
DESCRIPTION
TRANSCRIPT
WINNING
WEBSITES OPTIMIZING THE PATRON EXPERIENCE
#WinningWebsites
CECI DADISMAN
Director of Marketing & PR
Palm Beach Opera
DREW MCMANUS
Founder and Principal
Venture Industries
GUILLAUME THÉRIEN
Director, Marketing and
Communications Opéra de Montréal
DATA IN
YOUR FACE CHARTS, GRAPHS, & PERCENTAGES, OH MY!
Not Enough Budget
71%
Measuring ROI
62%
The biggest obstacle for digital marketing success?
Source: Capacity Interactive // Performing Arts Digital Marketing Benchmark Survey
94%
8%
Have Google Analytics Installed
Using it to its potential
Source: Capacity Interactive // Performing Arts Digital Marketing Benchmark Survey
Ballet 60%
Presenter 49% Modern
Dance 48%
Theater 43%
Opera 39%
Orchestra 27%
Arts orgs sell an
average of
46% of their
tickets online
Source: Capacity Interactive // Performing Arts Digital Marketing Benchmark Survey
DUELING
DEMOS “OUR PEOPLE” VS. “YOUNG PEOPLE”
More than half of American adults ages 65 or older use the internet.
Of those people, 70% use the internet daily.
Source: Pew Research Center’s Internet & American Life Project
75% of internet users
age 50 and over make
purchases online.
66% of them
research larger purchases
online.
Source: eMarketer
Internet users over the age of 50 overwhelmingly use desktop computers
to access the internet.
Source: Pew Research Center’s Internet & American Life Project
83% OWN A SMARTPHONE
Source: The Millennial Impact
MILLENNIALS!
80% HAVE READ AN ARTICLE OR EMAIL FROM A NONPROFIT ON IT
Source: The Millennial Impact
MILLENNIALS PREFER NEWS OR ACTION-ORIENTED HEADLINES THAT
LINK TO MORE INFORMATION
76% TRYING TO NAVIGATE A NON-MOBILE FRIENDLY SITE
Source: The Millennial Impact
56% NOT FINDING DETAILS – LIKE CONTACT INFORMATION – QUICKLY AND EASILY
PET PEEVES
ITS GETTING
HOT IN HERE HEATMAP DATA SHOWS USER BEHAVIOR
80% ABOVE
Source: Neilson Norman Group: The Human Mind and Usability
ABOVE AND BELOW THE FOLD: VIEWING TIME
20% BELOW
70% LEFT
Source: Neilson Norman Group: The Human Mind and Usability
LEFT OR RIGHT SIDE: VIEWING TIME
30% RIGHT
70% LEFT
Source: Neilson Norman Group: The Human Mind and Usability
LEARN TO LOVE THE F
30% RIGHT
Only about 1% of website visitors click on a homepage slider feature.
Source: University of Notre Dame
And the vast majority of those 1% clicked on just the first slide.
Source: OptimalExperience.com
THE EXCEPTION
Source: ThinkEyeTracking.com
SHOWING THE DISCOUNTED PRICE ALONG WITH THE REGULAR PRICE INCREASES
BUYER SATISFACTION
$300
crazyegg.com mouseflow.com
NAMPC 2013
Winning websites: Optimizing the patron experience
MY STORY AT OPÉRA DE
MONTRÉAL
L’OPÉRA DE MONTRÉAL
IN NUMBERS
38% Ticket Sales
4-5 productions
29 performances annually
Regular subscribers – 4,125
18-30 subscribers – 1,350
Single ticketholders – 53,750
39% Grants Budget: $7.2M
3rd largest in Canada
18% Donations
Over 500 individual donors and foundations
5% Rentals & Sponsorships
Our history 33rd season, 970 performances and over 93 productions over its history
Our team 15 employees Smallest team per turnover (in the industry)
LEARNING NO.1 STAY CONNECTED WITH THE COMMUNITY
MANDATE
FIND SOLUTIONS TO 5 KEY ORGANIZATIONAL CHALLENGES: 1. Decline of subscribers 2. Decrease of general attendance 3. Increase of local & international cultural offer 4. Multiplication of communication channels 5. Difficulty to reach new audiences
WHY DID I ACCEPT THIS JOB?
ANALYSIS & RESULTS
FROM TRANSACTIONAL MARKETING…
…TO RELATIONSHIP MARKETING
YOUNG ASSOCIATES
EXPERIENTIAL
OUTREACH EDUCATIONAL
CAMPUS
CONTENT
INTERACTION ONE ON ONE
DRIVE TO WEB
TRANSMEDIA
MEDIA
FIELD LIVE
VIRTUAL
PRESS CONFERENCE
PUBLICITY
MOBILE APP
WEBSITE
VIDEOS
PHOTOS
TEXTS
RSS FEED PARTNERS
NEWSLETTER
SOCIAL MEDIA BLOGS
DATABASE
MEDIA RELATIONS PARTNERS
PERFORMANCE
TELEVISION
RADIO
WEB
PDA
PARTNERS
RESALERS
VIP
EXPERIENTIAL
SPONSORS
OPERA BOX OFFICE
MAILINGS
TELEMARKETING
DONORS
RELATED PRODUCTS
FLICKR
YOUTUBE
LINKED IN
OPERA REFERENCES
VIDEOS
PHOTOS
TEXTS
EPICUREANS LIFESTLYE
VIDEOS
PHOTOS
TEXTS
NETWORKS
NETWORKS
NETWORKS
NETWORKS
NETWORKS
STIMULI
INSTITUTIONAL ECOSYSTEM
CURRENT WEBSITE ANALYSIS
WEBSITE ANALYSIS
NAVIGATION & IMAGE CHALLENGES:
1. Production branding 2. Season overlap 3. Annual calendar 4. Conversion tools
5. Social media indifference 6. Access to rich content 7. Simple / one-click menu 8. Editorial vs. promotional
WEBSITE ANALYSIS
METRICS #
Unique visitors 110 000
Visits 165 000 New visits 63% Average page views per visit 3.77 Time spent on website 3 min Rebound rate 38% Online sales (single tickets & subscriptions)
28%
Clicks to complete a sale 6-7 Newsletters subscribers 12 000 Facebook fans 3 700 Twitter followers 1 200
70%
10%
3%
15%
2%
WEBSITE ANALYSIS
Source: Zero Moment of truth (Google)
SALES & MARKETING BUDGET BREAKDOWN
PROJECT: WEBSITE
REDESIGN
WEBSITE REDESIGN
WEBSITE REDESIGN GOALS: Align with institutional challenges 1. Maintain a feeling of belonging within the community 2. Engage in ongoing dialogue with the help of social media
platforms 3. Share quality content 4. Give Opera de Montréal a professional and dynamic image 5. Offer simple and intuitive navigation 6. Improve site’s positioning on search engines 7. Increase sales 8. Increase traffic while reducing rebound rate
WEBSITE REDESIGN
WEBSITE REDESIGN STEPS: It is all about strategic planning 1. Definition of site’s objectives (KPI) 2. User analysis 3. Analysis of research and site-referencing trends 4. Analysis of the use of social media of online strategies 5. Competition and benchmarking 6. Establish functional requirements 7. Creation of site structure 8. Design of the site 9. Concept and design of mood board 10. Production 11. Quality control
KPI
KEY PERFORMANCE INDICATORS: Consumer-oriented metrics 1. Engagement: interacting with the community 2. Content marketing: offering and sharing quality & exclusive
contents 3. Conversion: Selling, selling, selling…more & in a personalized
way!
NEW WEBSITE IDENTITY
BRAND IDENTITY
CECI: NEW WEBSITE – LIVE
NAVIGATION
ENGAGEMENT
ENGAGEMENT
HOME PAGE
PRODUCTION PAGE
ENGAGEMENT
BEST PRACTICES Always connect your offline & online initiatives
• Tied with… • Experiential marketing (events & in the venue) • OOH & direct marketing (invite community to
participate) • Email marketing (Participate!)
And your online & social media!
• Tied with… • Bloggers outreach program • Twitter seats and other social promotions
ENGAGEMENT
METRICS BEFORE KPI NOW Facebook fans (from website)
3 700 5 000 7 250
Facebook activities (People engaged)
24 000 35 000 68 000
Twitter followers 1 200 2 400 3 380
Newsletter subscribers
12 000 15 000 18 500
Newsletters open rate 21% 40% 44%
Newsletter click rate 15% 25% 33%
CONVERSION
CONVERSION
CONVERSION
CONVERSION
BEST PRACTICES Online first.
• Align advertisement and communication with the objectives • Presales • Best seats online only • Wave fees
And track your sales! • Pixels are magic
• Web and email marketing • Behavioral retargeting
CONVERSION
METRICS BEFORE KPI NOW Online sales 28% 50% 46%
Conversion (overall website)
N/A 5% 2%
Conversion (transaction icons)
N/A 15% 9%
Subscriptions (online renewal & new forms)
123 250 331
Clicks to complete a sale 6-7 4 2-3
Online donations 6% 10% 9%
CONTENT MARKETING
CONTENT MARKETING
PAID OWNED
EARNED SHARED
CONTENT MARKETING
CREATION & PROMOTION
AMPLIFICATION PRODUCTION
CONTENT CONTENT CONTENT RELEVANCY 365 DAYS
OPERA LIFE CYCLE
PODCAST
REHEARSALS
COSTUMES
SET
INTERVIEWS
BEHIND THE SCENE
CAST
VOX POP
UPCOMING SHOWS
PODCAST
FAN LIFE CYCLE
CONTENT MARKETING
HOME PAGE
CONTENT MARKETING
BEST PRACTICES Plan the work and work the plan
• Determine… • Frequency • Target audience • Context • Expectations • Platforms
Always ask yourself: Is it relevant? And BE CREATIVE!
CONTENT MARKETING
METRICS BEFORE KPI NOW
Unique visitors 110 000 160 000 191 000
Rebound rate 38% 35% 31% Time spent 2 min. 52 sec. 4 min. 4 min. 31 sec.
Page views 3.77 4 4.12
New visitors 63% 50% 56% Youtube views (per season)
10 000 30 000 55 000
Website traffic (Multimedia & Production ranking)
N/A 2 and 3 3 and 4
AND NOW…
WHAT ABOUT THE ORGANIZATIONAL
CHALLENGES?
ORGANIZATIONAL CHALLENGES
MANDATE 1. Decline of subscribers– Increase of 7.5% and
increase revenues per subscriber of 3% 2. Decrease of general attendance – Increase of
2% 3. Increase of local & international cultural offer
– Content is travelling and reaching new communities
4. Multiplication of communication channels – Interconnection of platforms and bidirectional approach
5. Difficulty to reach new audiences – Increase and diversify our community (29% of opera goers are under 30 and 40% under 40)
AND THEN WHAT’S NEXT…
WITH OUR WEBSITE
NEXT
NEXT
1.Responsive design 2.Client zone 3.Live webcast
WEBSITE USE
Source:
WEBSITE USE
Source:
60
Beyond Smartphones responsive Responsive design is about so much more than just Smartphones and tablets.
Responsive design is about creating a single high quality online presence that works in all formats.
Responsive design is the most effective, powerful, and flexible platform for delivering all of your content at HD levels.
Responsive design is about becoming future-proof.
61
MICRO IS THE NEW BLACK A microsite is a web site that consists of a single page or tiny cluster of pages meant to function in a mutually exclusive capacity from an organization's primary website. It’s all about keeping it simple.
62
HauntedIsland.org microsite
Size: single page website.
Cost: $450 for the entire project.
Time: 15 days from start to launch.
Attendance: just over 500/night.
Conversion: cash payments, mostly walkups via “Directions” toggle.
63
ChattFilmMusic.org microsite
Technological Literacy: city has high degree of experienced web users so design utilizes an icon/graphic heavy UX, no navigation menu, and sparse text.
Cost: $475 for the entire project.
Time: 12 days from start to launch.
Design: clean lines distinguish UX.
64
SO. MUCH. INFO. mega menu
A mega menu (or uber menu) is an expansive drop down navigation menu designed to deliver an unfettered UX and/or display a complex navigation architecture.
65
AtlantaSymphony.org mega menu
Lots of interior pages and a small primary navigation footprint make the site an ideal MM candidate.
50/50 split layout with varying background colors is consistent with each parent menu item.
No mobile reduction
66
PBOpera.org mega menu
MM used more for enhancing UX than displaying boat loads of info.
Entire mainstage season w/dates, live Google map, and tix purchase details displayed in parent level views.
Mobile reduction collapses column info into stacked layout
67
Akustiks.com mega menu
MM used to help users self identify area(s) of interest and initiate navigation funnel while projecting the full scope of firm’s activity.
Mobile reduction collapses column info into stacked layout
68
The More You Know but wait, there’s more
Austin Lyric Opera: a new website and digital strategy By: Marc van Bree; April 24, 2012 http://mcmvanbree.com/dutchperspective/tag/alo-series
Download Presentation Slides tinyurl.com/n7xt82v
69
Let’s Have Some Fun #BestArtsMarketerEver
I'm more interested in "The Beer Drinking". That's the ultimate social network. Boom! #NAMPC
C
A It’s not plagiarism if it ends in a hashtag. #SoTrueItHurts #NAMPC
B “Kindertotenlieder; a dark roast Mahler song cycle @MourningBlend” - Best.Coffee.Classics.Theme.Ever. #NAMPC
70
Let’s Have Some Fun #BestArtsMarketerEver
Is it bad Karma to ditch #NAMPC so I can take the Portlandia Walking Tour? #NAMPC #HipsterChic #FedoraKing
C
A Why are there no sessions on leveraging strategic marketing jargon!?!? ヽ(ಠ_ಠ)ノ #NAMPC #AboveTheFold #ABTest #BrandPositioning #B2B #LinkBait
B I find shaving my head keeps things under control in the Pacific Northwest. Your results may vary. #NAMPC