1. a case story
The Canadian Opera Company’s
Journey into the Digital Age
facebook.com/ delviniainteractive
twitter.com/delvinia
twitter com/delvinia
linkedin.com/company/delvinia-interactive
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
2. Adam Froman Jeremy Elbourne Randy Matheson
CEO, Director of Marketing, Director, Emerging Media
Delvinia Canadian Opera Company Delvinia
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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3. ABOUT DELVINIA
Our Capabilities
Creating experiences that Give us your opinions, we’ll
enrich people’s lives. give you rewards!
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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4. ABOUT DELVINIA
Our Capabilities
Customer
Insights & analytics
g y
Tools Services
Delvinia Digital MOSAIC Qualitative Research
Delvinia Digital Canadians Quantitative Research
SAS Capabilities Online Panel Management
Web Analytics
Social Media Monitoring
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
5. ABOUT DELVINIA
Our Capabilities
Digital Strategy Customer Experience Design
Insights & analytics
g y
Tools Services
Customer Delvinia Digital MOSAIC Qualitative Research
Insight Delvinia Digital Canadians Quantitative Research
SAS Capabilities Online Panel Management
Web Analytics
Social Media Monitoring
Digital Business
Landscape Context
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
6. ABOUT DELVINIA
Our Capabilities
Digital Strategy Customer Experience Design
PROTOTYPE VALIDATIO OPTIMIZATION
N
Customer
Insight
DISCOVERY DESIGN DEVELOPMENT DEPLOY
Digital Business
Landscape Context
PROTOTYPE VALIDATIO OPTIMIZATION
N
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
7. ABOUT DELVINIA
Our Capabilities
A
Digital Strategy & Customer Experience Design
Firm.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
8. ABOUT DELVINIA
Our Experience
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
9. a case story
The Canadian Opera Company’s
Journey into the Digital Age
facebook.com/ delviniainteractive
twitter.com/delvinia
twitter com/delvinia
linkedin.com/company/delvinia-interactive
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
10. Case Story
Canadian Opera Company
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
11. Case Story
Canadian Opera Company
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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12. Case Story
Canadian Opera Company
Operanation
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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13. Case Story
Canadian Opera Company
The COC Customer File
Total Canadian¹ COC File = 35,265 records
COC Customer Groups
p Elsewhere COC.ca
Donors + 8,414 2,254
Subscribers Only 2,023 750
Single Ticket Buyers 17,793 4,031
No Transaction² 6,400 576
TOTAL 34,630 7,611
¹ Customers who did not have Canadian residential postal codes were excluded.
² Canadian customers who did not transact (donate, subscribe or purchase a single ticket) with the COC were excluded.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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14. Case Story
Canadian Opera Company
COC Customers
Despite this, we
discovered that less
than 20% of COC
customers were
transacting with the
COC via COC ca
COC.ca.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis n=35,265
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
15. Case Story
Canadian Opera Company
COC customers have faster internet connectivity and are
online more frequently than the average Canadian.
Cable High Speed 42.1%
Internet Connection 35.3%
TOTAL COC
ADSL/ DSL Internet 30.6%
TOTAL CAN
Connection 23.3%
Access Internet daily
Access Internet daily 56 %
56.2%
Saturday and Sunday 45.1%
Access Internet daily 67.6%
Monday to Friday
Monday to Friday 52.2%
52 2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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16. Case Story
Canadian Opera Company
COC Customers
COC customers are more engaged in specific
online behaviours than the average Canadian.
Search for specific info 58.7%
71.1%
Read current news 33.4%
46.9%
Research products/services 31.1%
42.4%
Use instant messaging 38.4%
35.0%
Read online newspapers 20.9%
32.2%
Play online games 25.8%
24.5% TOTAL COC
Download music/MP3 files
Download music/MP3 files 25.6%
22.8%
22 8%
Access news site 22.1%
17.2% TOTAL CAN
Respond to online surveys/polls 16.6%
13.7%
Listen to radio via streaming audio 14.6%
11.0%
Participate in Chat Groups 11.6%
11.4%
Watch TV broadcast via streaming video 6.8%
4.3%
Download podcast for use on MP3 6.3%
3.7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
17. Case Story
Canadian Opera Company
COC Customers
COC’s Digital MOSAIC Segments
Loaded and Overloaded Families 20.3%
Young City Clickers 19.3%
Dot Conservative Families 13.1%
Almost 85%
Single Metrotech 11.3%
Multicultural Cyber Socials 8.6%
Mature and Net Neutral 7.0%
Ethnic Tech Enthusiasts
Tech-Enthusiasts 4.7%
4 7%
Young Aspiring Social Surfers 3.5%
Young Technophile Family 3.3%
15%
Rural Ontario Low Techs 3.2%
Western Prosperous & Practical 2.3%
E-tired Empty Nesters 1.4%
Small Town Digital Dreamers 1.0%
Young Quebec Tech-Novices 0.3%
Urban French Unplugged 0.2%
Mature East Coast Surfers 0.2% LEGEND
Social e-Inclined Family 0.1% 1% Key Customer
Mature Small Town Techno Pas 0.1% Secondary Customer
Rural Quebec Not Coms 0.0% Low Potential
Semi-Wired on the Prairies 0.0% Off Strategy
0.0%
0 0% 5.0%
5 0% 10.0%
10 0% 15.0%
15 0% 20.0%
20 0% 25.0%
25 0%
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
18. Case Story
Canadian Opera Company
Delvinia Digital MOSAIC
Technology Ownership
Groups f ll within one
G fall ithi
of four clusters:
Social 1. Social Users
2. Average Users
Social Usage
Average 3.
3 The Time-Starved
Time Starved
U
4. Lagging
Lagging Time-Starved
Time Starved
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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19. Case Story
Canadian Opera Company
COC Customer Profile
LOADED & OVERLOADED FAMILIES
• Ti
Time-starved
d
• Own every possible digital device
• Value of technology: save time and remain
“Make it easier to determine how many seats
“Make it easier to determine how many seats
are left for a performance, where they are
located, and what they cost.”
CITY CLICKERS
• Heavy users of technology for both
social and work purposes.
i l d k
“I like the email pushes. It saves time to get
useful info/reminders, etc. delivered direct to • They will pay more for items that save them time.
your desktop.”
“I would like to see more stories on
“I ld lik i
performers, costume and set design
... part of the supporting framework
for actual performances.”
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
20. Case Story
Canadian Opera Company
Digital Strategy
Via Elsewhere Via COC.ca
(Offline, External Websites)
Committed
Donors + 4.
Advocate
1.
Subscribers Migrate
3.
3
Commit
Single Ticket
Buyers 2.
Engage
Non Committed
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
21. Case Story
Canadian Opera Company
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
22. Case Story
Canadian Opera Company
Alexander Neef’s Blog
Neef s
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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23. Case Story
Canadian Opera Company
Interactive COC History Timeline
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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24. Case Story
Canadian Opera Company
Opera Glossary
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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25. Case Story
Canadian Opera Company
Madame Butterfly Interactive Journey
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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26. Case Story
Canadian Opera Company
eCards
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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27. Case Story
Canadian Opera Company
Digital Brochure
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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28. Case Story
Canadian Opera Company
eOpera Chorus – Online Panel
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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29. Case Story
Canadian Opera Company
Twitter / Facebook / YouTube
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
30. Case Story
Canadian Opera Company
Social Media Specialist / Parlando Blog
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
31. Case Story
B1: Live Broadcast Canadian Opera Company
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
32. Case Story
Canadian Opera Company
10/11 Season Press Conference / UStream
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
33. Case Story
Canadian Opera Company
TeamSave Social Commerce
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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34. Case Story
Canadian Opera Company
Social Media Strategy Process
Organizational Industry
Readiness Social Media
Surveyy Snapshot
p
• Business • Readiness
Objectives • Communication Report • Observations
• Recommendations
• Online
• Participation guidelines
Social Media • Governance
Strategy • Listen, Response, Interact Policies
Social Media Establish
Education KPIs
Social Media • Measure & evaluate
Implementations • Test & learn
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
35. Case Story
Canadian Opera Company
Social Media: Competitive Snapshot
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
36. Case Story
Canadian Opera Company
Social Media Readiness: Methodology Details
Overall Score
/100
Company Score Customer Score
(50%) (50%)
Senior
S i Most Valuable
M t V l bl
Other Employee Other Customer
Management Score Customer Score
Score (40%) Score (40%)
(60%) (60%)
289 employees surveyed 1879 customers surveyed
• 276 Other Employees • 355 Most Valued Customers
• 13 Senior Management • 1524 Other
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
37. Case Story
Canadian Opera Company
Company vs. Customer Score
vs
The COC as an
organization is 8%
more ready to develop
and manage a social
media strategy than
their customers are
ready to embrace one.
In-line, grow
over time
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
38. Case Story
Canadian Opera Company
Scores by Department
Company Avg.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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39. Case Story
Canadian Opera Company
Top Scoring Employees
respid department Segment Awareness Usage Attitude FinalScore
403 Chorus‐‐Contract OE 92.9 77.6 82.9 82.8
121 FSCPA OE 71.4
71 4 76.5
76 5 90.8
90 8 81.2
81 2
190 Patron Services, Part Time OE 92.9 45.9 103.9 78.5
171 Telemarketing, Part‐Time OE 85.7 54.1 96.1 77.2
63 Development Department OE 100.0 70.6 71.7 76.9
16394 Box office
Box office OE 92.9 63.5 77.6 75.0
10 Communications Department OE 64.3 56.5 96.1 73.9
430 Assistant Directors‐‐Contract OE 71.4 49.4 96.1 72.5
13 Communications Department OE 71.4 51.8 93.4 72.4
8 Communications Department OE 100.0 51.8 77.6 71.8
189 Patron Services, Part Time OE 50.0 75.3 78.9 71.7
56 Development Department OE 71.4 64.7 75.7 70.4
19 Communications Department OE 85.7 58.8 73.7 70.1
167 Telemarketing, Part‐Time OE 85.7 58.8 73.7 70.1
17 Communications Department
C i ti D t t OE 64.3
64 3 58.8
58 8 84.2
84 2 70.1
70 1
199 Patron Services, Part Time OE 71.4 67.1 71.7 69.8
67 Development Department OE 57.1 54.1 91.4 69.7
61 Development Department OE 57.1 60.0 82.9 68.6
230 Patron Services, Part Time
Patron Services Part Time OE 78.6
78 6 50.6
50 6 80.9
80 9 68.3
68 3
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
40. Case Story
Canadian Opera Company
2011 Rebrand
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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41. Case Story
Canadian Opera Company
Site Refresh
Primary Navigation
+
Utility Links
Content Specific Panels
Panel
- Season Highlights
Navigation
- At the COC (What’s New)
+
- Concerts & Events
Transactional
- Blogs
Drivers
- Discover More
Footer Navigation
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
42. Case Story
Canadian Opera Company
Email Newsletter
Crowded clickable
links
Titles not clickable (particularly
difficult for mobile
users to click)
Buried links – pull out into clear call to
actions No mobile
friendly option
Underutilized area Preheader
should
include a
Too much copy mobile-
friendly view
+ extension Crowded
of Subject clickable links
Missing call to action
g line difficult to
target
Graphics not as compelling as they
could be
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
43. Case Story
Canadian Opera Company
Site Refresh
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
44. Case Story
Canadian Opera Company
Site Refresh
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
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45. Case Story
Canadian Opera Company
What s
What’s Next for the COC?
• Social Media Rollout
• Working with Content Partners
• Live Performance Broadcasts
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
46. Final Words
Adam Froman Jeremy Elbourne Randy Matheson
CEO, Director of Marketing, Director, Emerging Media
Delvinia Canadian Opera Company Delvinia
facebook.com/ delviniainteractive
twitter.com/delvinia
twitter com/delvinia
linkedin.com/company/delvinia-interactive
370 King Street West, 5th Floor, Box 4
Toronto, Ontario Twitter hashtag #delviniacs
M5V 1J9
