1. The Queen’s Hall AmbITionRoadshow Central | Thursday 27 May 2010 Andy Catlin, Marketing Manager

2. What? Where? Who?

3. What? Where? Who?

4. What? Where? Who?

5. Our Little Problem…

6. What I Want The Queen’s Hall To Be… high quality smart open to all willing to experiment dynamic

7. What I Want The Queen’s Hall To Be… high quality smart open to all willing to experiment dynamic

8. What I Think The Queen’s Hall Is See As… distant old fashioned insular conservative out of touch

9. What I Think The Queen’s Hall Is See As… distant old fashioned insular conservative “the son of the manse”

10. The Goal To use traditional and digital marketing tools to reposition The Queen’s Hall’s identity in existing and new audiences minds. And with no additional expenditure. (we like to think small)

11. The Strategy A twin track approach of revisiting traditional marketing materials alongside investment in a range of digital tools. (Hanging out with the cool kids whilst not scaring Mum & Dad)

12. Old Timey Marketing We returned to: Brochures! Banners! Direct Mail! Meeting People! (CUE: AUDIENCE GASPS!)

13. 1. Website Embedded video | Share/Like buttons | Links

14. 2. Email Mailing List 1700 addresses We have made it: Regular Reliable Inclusive of entire programme Useful

15. 3. Social Media We are using: Facebook Twitter MySpace Flickr Foursquare YouTube Last. FM/Spotify/Grooveshark

16. Facebook 570 friends Used only for major announcements Debate over choice of creating identity vs Fan page

17. Twitter 1390 followers. Our most successful and prolific social media tool. An live, ongoing conversation/research tool/focus group/loudspeaker 3300 tweets in 18 months

18. MySpace Very low interest and acquisition rates (a pitiful 27 friends) Potentially of use for venue – musician contact but has been recently described as “a half deserted shopping mall”

19. Flickr 41000 views of my amateur happy snaps in one year (on some days our Flickr traffic exceeds our regular website) All under Creative Commons licence so we encourage people to share and distribute A more passive community but important in ‘opening up’ The Queen’s Hall to our audiences

20. Foursquare 56 friends. We’re experimenting with it both as a location and a user. Watch this space…

21. YouTube Consumption, not creation. Creating quality content is time consuming and technically demanding Permission for recording live performance – and linking to it - is still problematic.

22. Last.FM, Spotify & Grooveshark Various platforms for embedding, streaming and sharing music. We can: - preview future programming - appear as a creator/influence maker/trusted source

23. Costs & Results Costs? Flickr Pro account and the staff resources to find and create content Web traffic increased year-on-year by 40% We announce all our shows through Twitter and Facebook first and we immediately sell tickets

24. Costs & Results Artistic – we have booked our first show via social media and commissioned an illustrator Development – we have arranged our first sponsorship deal via social media

25. Costs & Results New feedback channel from our audiences (both as direct feedback and as a “listening post” for specific topics) We are now communicating in a new way with both existing and potential audiences. We have repositioned The Queen’s Hall in a low/no cost way

26. Stuff we’re thinking about… Stop asking for permission “Change isn’t made by asking permission. Change is made by asking forgiveness, later” (Seth Godin) Stop talking to ourselves The people in this room are not your audience (Image credit Sir Mike Coulter)

27. Stuff we’re thinking about… A journey, not a destination Social media isn’t just for Christmas… The resources will be required permanently Split Personality How does your real world experience match your social media one?

28. Stuff we’re thinking about… I’m Not Listening To You A new conversation with the audience? More Human Than A Human The tension between the personality of one person and the company.

29. Why? Why Not? “You can either go with it or sit back and watch it happen, and I would rather be out on the field than in the bleachers.” (Michael Stipe, R.E.M.)