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2014˝
Digital˝
Toolkit
eMarketingDoctor.com
415-683-0383
B. JOSEPH BURCH
• arts & entertainment
• music business - I.S.U.
• Mid-Atlantic Chamber Orchestra
• Musicland / Best Buy
• The Saint Paul Chamber Orchestra
• San Francisco Symphony
• freelance web design & consulting
• eMarketingDoctor.com
eMarketingDoctor.com
415-683-0383
THE SOCIAL MAP
here’s the challenge

eMarketingDoctor.com
415-683-0383
F
ACEBOOK F
ACTS
• 1.1 billion users
• 600 million avg daily users
• 95% of U.S. citizens on FB
• 2 million updates every 20 minutes
• FB mobile = most downloaded app
• 1/2 users on mobile
• 56% of FB users = women

eMarketingDoctor.com
415-683-0383

SOURCE:

Nielson
SOCIAL PROMOTION OF EVENTS

EVENT

TICKET
PURCHASE

eMarketingDoctor.com
415-683-0383
?

WHA HAPPENS
T
when Facebook “goes away”?
eMarketingDoctor.com
415-683-0383
THE “HUB”

YOUR
WEBSITE

eMarketingDoctor.com
415-683-0383
CUSTOMER	
  
ENGAGEMENT

Your Website
=
The HUB of
Your Content

SEO

EMAIL

eMarketingDoctor.com
415-683-0383
COFFEE BREAK

eMarketingDoctor.com
415-683-0383
video #1
video #1

eMarketingDoctor.com
415-683-0383
91%

Of adults have their mobile phone
within arms reach 24/7.

By 2014, mobile internet usage will
overtake desktop internet usage.

By 2015, 81% of U.S. cell users will
have smart phones.

eMarketingDoctor.com
415-683-0383
TEXT:

e md
TO:

7 1441

T
ext ˝
Me˝
Now
eMarketingDoctor.com
415-683-0383
SMS ARTS MARKETING
how can you use SMS?

eMarketingDoctor.com
415-683-0383
SMS ARTS MARKETING
what else?

rush
gallery openings
parking alerts
send (mobile) users to a mobile website
fundraising
polls, birthday greetings
prospecting
loyalty program (i.e. single tix “punch card”)

eMarketingDoctor.com
415-683-0383
DAIL EMAIL USE
Y
on desktop vs. mobile

79%

73%

People are checking emails on multiple devices daily.
SOURCE:
eMarketingDoctor.com
415-683-0383

Return Path
EMAIL OPEN RA
TES BY PLA
TFORM

SOURCE:
eMarketingDoctor.com
415-683-0383

Return Path
MOBILE HOME P
AGES

eMarketingDoctor.com
415-683-0383
2014 Arts Digital Marketing Toolkit
WHY ONLINE VIDEO MA
TTERS
after watching online videos, people
96%

CLICK LINKS

90%

MAKE DECISIONS

80%

REMEMBER WHERE THEY W TCHED VIDEOS
A

64%

LIKEL TO BUY
Y

46%

T
AKE ACTION

SOURCE:
eMarketingDoctor.com
415-683-0383

Forrester
SIMPLE AS 1-2-3

LIGHTS

CAMERA

ACTION

$150

$150

FREE

Basic lighting
+ external
microphone

Basic camera
with *input* for
microphone

eMarketingDoctor.com
415-683-0383

Arts
organizations
have AMAZING
content!
USE ACROSS DEVICES

REHEARSAL FOOTAGE
INTERVIEWS
BEHIND-THE-SCENES

SUBSCRIBER / DONOR TESTIMONIALS
SEASON “BROCHURE”
INTRODUCE NEW WORKS...

eMarketingDoctor.com
415-683-0383
video #2

eMarketingDoctor.com
415-683-0383
P
AID ADVERTISING

eMarketingDoctor.com
415-683-0383
OTHER GOOGLE ADVERTISING

1

Display advertising

3

Remarketing
Mobile

4

Video (YouTube)

5

Television

2

eMarketingDoctor.com
415-683-0383
OTHER ADVERTISING OPTIONS
Yahoo! / Bing (text & display)
Mobile Advertising Networks
Facebook (super-targeting)
LinkedIn
Direct Placement
local “celebrities” / organizations / businesses
“Solo” Ads
purchase “solo spot” in email newsletters
Pay Per View (PPV)
prospecting opportunities (family, seniors, etc.)

eMarketingDoctor.com
415-683-0383
2014 Arts Digital Marketing Toolkit
MARKETING AUTOMA
TION
SOCIAL MEDIA
http:// socialoomph.com

http://bufferapp.com

http://hootsuite.com

VIDEO
http://tubemogul.com
eMarketingDoctor.com
415-683-0383
MARKETING “AUTOMA
TION
ANAL
YTICS

http://google.com/analytics
http://raventools.com

eMarketingDoctor.com
415-683-0383
MARKETING “AUTOMA
TION
TESTING

http://visualwebsiteoptimizer.com
eMarketingDoctor.com
415-683-0383
MARKETING “AUTOMA
TION
OUTSOURCING

.ph

eMarketingDoctor.com
415-683-0383
IPOD NANO DRA
WING !!

eMarketingDoctor.com
415-683-0383
?

!

QUESTIONS & ANSWERS

Don’t be shy

eMarketingDoctor.com
415-683-0383
THANK YOU FOR A
TTENDING

eMarketingDoctor.com
415-683-0383

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2014 Arts Digital Marketing Toolkit