Are you charged with developing a digital strategy for your arts organisation? Digital strategy is not nearly as ominous as it sounds. One definition I stumbled across from TechTarget explains it well:
“A digital strategy, sometimes called a digital media strategy, is a plan for maximizing the business benefits of data assets and technology-focused initiatives. A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members. It involves breaking down the silo between information technology leaders and those of other customer-facing departments to deliver a consistent digital customer experience.”
In other words, digital strategy is about making the most of digital tools, technology and media to contribute to achieving your organisation’s goals and should involve people from the different disciplines across your organisation.
Several years of coaching New Zealand arts organisations of all types and sizes through the process of developing their digital strategies has helped us to hone this list of tips to help you as you approach this seemingly daunting task.
Don’t be frightened by the words “DIGITAL STRATEGY”. They merely mean the process of defining your use of digital tools and technology to help achieve your organisation’s goals. Remember, you are an arts professional and you understand “strategy”, “audiences” and “stakeholders”. This is just a strategy to reach and connect with audiences and stakeholders, maximising what “digital” has to offer.
Think“ORGANISATION WIDE”. Don’t just pass this to the ‘marketing person’ to handle. Digital strategy is about all the ways digital technology can help you achieve your goals across operational, artistic, marketing, sponsorship, fundraising and education areas – and more.
Get your team together for a “VISIONING EXERCISE”. Include representatives from each department and/or Board members, partners and even suppliers. Put yourself two to five years into the future and visualise how things will be different for your audiences, staff and sponsors as a result of your improved use of digital technology. This will get everyone on the same page and can be an energising organisation ‘game-changer’ if everyone is open to new approaches.
Undertake a “DIGITAL AUDIT” Again, this isn’t as scary as it sounds. A digital audit is merely an honest assessment of where you are now when it comes to use of digital technology and tools. The more honest you are prepared to be; the more value you will get from the exercise. At The Audience Connection, we’ve defined five key questions to ask yourself during your audit:
Is our current digital activity serving our organisational goals – or not?
What is our current digital ecosystem (tools, channels, audiences)?
What are our peers doing on their digital channels and how do we compare?
What are our digital Strengths, Weaknesses, Opportunities and Threats?
Where are we now in relation to the digital vision we defined as a team?
Don’t get bogged down in paralysis because you don’t have all the data to flesh out your digital audit. It is okay to “START WITH WHAT YOU KNOW” and then build data collection, research and analysis into your strategy as one of your priority activities.
Remember your digital strategy is a “ROAD MAP”. It needn’t be over-detailed nor contain every online marketing or email campaign you deploy. It is a guiding document for the big ticket digital technology adoption or changes you will focus on over the period of the strategy.
When defining the activity in your digital strategy, “KEEP IT ACHIEVABLE”. Don’t attempt to tackle too much. Your organisation has finite resource and you can only make so many big changes at one time. If you are re-developing a website and creating a suite of digital content, that may be enough for the first two years. And this doesn’t stop you commencing work on other strands of activity during that period. This might be planning to undertake a scoping exercise on your new CRM system, but not committing to implementing it yet.
At the same time “DON’T LIMIT YOUR THINKING”. An idea that can seem unachievable might still be possible with partnerships, collaboration and/or creativity. Google “World Ballet Day” to learn how five ballet companies working in collaboration managed to create a global digital phenomenon. A truly smart idea can spark the imagination of funders and corporate sponsors.
Don’t just pass the responsibility of digital to interns or staff members with tactical digital experience, because you feel you lack knowledge. Truly effective use of “DIGITAL NEEDS A STRATEGIC APPROACH”. Most certainly harness their enthusiasm and skills – you need these. But ensure daily decisions around digital are being made with strategy front of mind.
Use your documented digital strategy consistently “AS A FILTER”. Every week new opportunities will arise that will tempt your organisation to spend time and resource on digital tools or initiatives. With each possibility, return to your Digital Strategy and ask: “Does this align with our goals and support our priorities and – if not – is it important enough to override them?”.
Have you registered for tomorrow’s free Creative New Zealand webinar “Making Sense of Google Analytics”? Vicki’s hunkered down today getting ready to share with you five of the most accessible and important reports for New Zealand arts organisations and to give you advice on how to access Google Analytics and use some of its key functionality to get more meaning and use out of the reports.
This will give you a really great overview if you’re new to Google Analytics and is the perfect refresher if you’ve stopped using the tool. It will also give you a few additional insights if you are accessing Google Analytics, but perhaps unsure if you are using it to its best potential. After 18 months of delivering “Audiences and Analytics” workshops to New Zealand arts organisations around the country, Vicki’s gathered up some great insights on what’s needed out there and what’s proving useful.
Did you know… that more email is now opened on mobile devices than on desktop computers?
And according to email marketing solution provider Campaign Monitor, you are six times more likely to get click-through to your website from email than from social media.*
Email is a great conversion tool, and with the huge growth in mobile use, it’s really important to consider how your emails appear on all those smartphone screens.
The major players such as MailChimp and Gmail are adapting. As clickthrough rates can be up to 23% higher on mobile responsive email templates, it’s definitely worth taking these design points into consideration:
Use a single column design for easy scrolling
Use a reasonable font size – at least 10pt, or 13 – 14 pixels
Avoid navigation bars
Stick to one Call to Action
Use images sparingly
Keep content short and sweet
These tips are included in the Optimise webinar: ‘Going mobile; what does that really mean?’ , broadcast online in February 2016 as part of the Creative New Zealand Optimise online marketing video series curated by The Audience Connection. Through the webinar you can find out more about:
impending trends in mobile that we need to understand
Multi-channel mobile journeys – thinking beyond our websites
Case Study: “The Continuing Mobile Journey” with Lauren Whitney, Associate Director of New Zealand International Comedy Festival
Understanding the “why”, not just the “what”, of your mobile analytics
“A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.” – TechTarget, September 2015
Meeting in person with the participants of our Creative New Zealand ‘Developing a Digital Strategy’ programme is always inspiring. We had a stimulating day last Thursday in Wellington with the five organisations in our latest stream – Red Leap Theatre, Festival of Colour, Makers 101 (Handshake project), Christchurch Arts Festival, and New Zealand Book Council. The full-day workshop included an opportunity for the organisations to each present to the others the progress they have made over the last few months of developing their Digital Strategy and new organisational approach to digital.
At the workshop we revisited the growing and extensive list of alumni for the programme…
It’s clear that the organisations who have had the most tangible success embedding and implementing their strategies are those who quickly ‘got’ that digital strategy is not about marketing only – it is organisation-wide.
More from TechTarget: “A digital strategy, sometimes called a digital media strategy, is a plan for maximizing the business benefits of data assets and technology-focused initiatives.”
For local arts organisations “data assets and technology-focused initiatives” can support and advance all aspects of their operation from in-house communication and business practices, education programmes, sponsorship and fundraising to artistic delivery, audience development, community engagement and streamlining of production processes. As well as marketing 🙂
Engaging the wider organisation holistically in the core decisions that form the foundation of your digital strategy (and involving stakeholders, partners, volunteers and close digital providers at the right points in the process) is a key factor for determining your priority activity will be supported and delivered.
What are some of the specific ways organisations in our Developing a Digital Strategy programme have facilitated this cross-organisation approach?
Inviting team members to complete a personalised survey (or conducting one-to-one interviews with them) as part of the “digital audit” – the initial phase in which you review where you are now when it comes to use of digital technology
Utilising existing team meetings to present on, and discuss, aspects of digital strategy
Running an internal working session to make key decisions on Vision, Goals, Audiences and Priorities
Inviting senior team members to attend Developing a Digital Strategy workshops.
We’ll be continuing to share some of the key insights gained from this programme on this blog, so stay tuned over the next few weeks.
Read more about Creative New Zealand’s Audience and Market Development opportunities for New Zealand arts organisations.
In How to Get Your Hashtag Trending on Forbes.com, Entrepreneur John Rampton writes: “Getting a hashtag to trend can be difficult to do. Most attempts to get a hashtag trending fail miserably”.
So for Auckland Writers Festival’s hashtag #awf16 to leap to the number one spot on the New Zealand trending topics list during the launch of their 2016 Festival Programme to invited guests last week was no small achievement.
Auckland Writers Festival focused on building a sense of anticipation for the event on social media, and aimed to create a window to the live event unfolding. Event and writer ‘reveals’ were live-tweeted as they rolled out during the speeches. This activity created momentum – further fed by the Festival team’s consistent use of the hashtag and fast responses to others’ tweets.
“What’s most exciting is that a New Zealand arts festival can get such traction,” says Auckland Writers Festival Marketing & Development Manager, Tessa Yeoman.
“Your customers are free from the confines of their homes, offices, and traditional media and retail environments.”
Chuck published these words almost five years ago back in 2011. We knew about mobile then, but now this new reality is really hitting home.
Our Optimiser Online Marketing Benchmarking study 2013-2015 has unearthed that 33% of visits to the 38 arts organisation participants’ websites are now made on mobile or tablet.
This compares with 15% two years ago.
These statistics mirror the continually increasing smartphone and iPad/tablet penetration in New Zealand – now 70% and 58% respectively according to the Research New Zealand’s Report on a Survey of New Zealanders’ Use of Smartphones and other Mobile Communication Devices 2015.
These numbers were 48% and 29% respectively two years ago.
In April 2015 Google responded to the global shift to mobile by publicly announcing they would prioritise mobile friendly sites in mobile search results and push others further down the list. Their new Mobile Friendly Test tool enables site owners to view Google’s assessment of their site for mobile friendliness.
We are now in a situation where becoming responsive is no longer an option if we want to remain connected to our audiences and have any sort of competitive advantage.
Learn how you can adapt to mobile in this recording of our February Optimiser webinar, featuring a case study from the NZ International Comedy Festival presented by Associate Director Lauren Whitney.
Creative New Zealand is currently calling for Expressions of Interest (EOI) from New Zealand practitioners, arts organisations and agencies, including arts managers, directors, producers, curators, to present or contribute to a Breakout Session as part of The Big Conversation Nui te Kōrero event in Christchurch on Thursday 16 June 2016.
Expressions of Interest must be received by 5pm on Friday, 26 February 2016. Download the EOI form for further details and how to apply.
Video has changed our world and become one of the most important forms of digital content. In our third Creative New Zealand Optimise “Conversation Starter”, held live on Google Hangouts yesterday, we discussed ways of using video effectively as an audience engagement tool.
Vicki Allpress Hill was joined by guest panellists Josh Foley, Marketing and Administrative Assistant, The New Zealand Dance Company and Bret Primack, film maker and founder of leading YouTube channel Jazz Video Guy.
Are you an arts organisation grappling with Google Analytics and how to use it? You’re not alone. To help you, Creative New Zealand with The Audience Connection have produced a ‘getting started’ one-pager entitled Audience Insights from Google Analytics that summarises some of the key functionality and most important standard reports. This ‘tip sheet’ aims to get you kick-started if you’re new to Google Analytics.
The free Google Analytics tool can offer you important insights into audience behaviour on your website/s and other online properties – where your visitors come from, how they engage with your online content and which pathways they take to buying tickets, consuming your art, or attending your venue.
We’re excited to share the first video in our new In Practice series. In Practice brings you case study interviews with New Zealand arts managers who are excelling in areas of online marketing related to the areas of mobile, social and video. Michelle Walsh, Marketing Manager at Christchurch Symphony Orchestra presents the first In Practice video, Making Digital a Priority.
In late 2013, Christchurch Symphony Orchestra were looking at new ways to engage with audiences digitally, when the opportunity arose to take part in Creative New Zealand’s Developing a Digital Strategy programme. In her case study Michelle talks us through the work they have been doing since documenting their strategy.
“We knew that we had a number of online platforms in place, such as our website, blog, Customer Relationship Management system and email marketing system – as well as our social media – but they didn’t all connect or talk to each other, and we felt like we probably weren’t maximising our opportunities to engage with audiences digitally,” explains Michelle.
Hear how Christchurch Symphony Orchestra have begun to maximise the opportunities that digital bring them, and the positive outcomes this has generated, in this In Practice case study.
Thanks to Michelle Walsh, her colleague Francesca Lee (who filmed the interview) and Christchurch Symphony Orchestra for their generosity in voluntarily sharing this content with us all.