Posts filed under ‘Web 2.0’
Here are some more predictions of marketing trends that will impact CRM in 2012 according to Judith Aquino of CRM.COM in 5 Hot Marketing Trends (not surprisingly, mobile is at the top):
- Mobile Marketing
- QR Codes
- Voice Of Customer (VOC) Monitoring
- Social Media Marketing
Finally, she suggests an additional trend with the ‘news’ that Groupon and Daily Deals sites have fallen to earth and are no longer seen as the ‘answer’. Surely, you would have to suggest that they were only ever good for pissing of existing and loyal customers with unfocussed discounts in the guise of prospecting for new customers – BUT without gaining any personal details with which to build an ongoing relationship with those new prospects?
Rob Martin, Digital Marketing Manager at The Lowry, Salford explains the implementation of Facebook ticketing at their venue as reported on the AMA COMMONS. Of note is the fact that at a cost of just £500 to integrate the new service, it paid for itself in the first month!
According to Rob “On average we sell around 50% of our tickets online, with the percentages rising for music and comedy.” Google Analytics revealed how important their Facebook page was for referring traffic, so logically they explored the option of selling tickets directly from Facebook.
“Live performances and ticket inventory taken from the Box office system into the … CMS now allows the website to share that information with Facebook users. The Facebook Events Page is a web application that … retrieves the current event information from the website via an exposed web service.“
Read more about the solution that paid for itself in a month: Lowry’s portrait of a Facebook ticketing operation
Back in April last year FULL HOUSES floated the possibility that ‘Apple is patently on the move into ticketing‘ and this was followed by ‘Apple Adds to Future Ticketing Potential of the iPhone‘.
It appears that NFC did not make it to the very recent iPhone 4S, but there is always the much vaunted iPhone 5 … stay tuned.
Another proprietary interest trying to control ticketing or corral a section of the market is not desirable at this stage, however the groundbreaking innovation that Apple was reknowned for under Jobs may be just what the doctor ordered.
Drew McManus provides a good overview on the Adaptistration blog of the difference between apps and a mobile website in Understanding The Difference Between Apps and Mobile Websites
Included is a neat summary of the pros and cons of the two approaches which he describes in very accessible terms:
“apps function separately from your existing website and a mobile website is a variation of your existing website.“
Drew does sneak in a little plug for the Venture Platform which they describe as a mobile ready architecture, but I think we can excuse him that for such useful information.
For arts and entertainment organisations the big question to consider is Does your organisation wish to facilitate customer transactions i.e. sell tickets etc.?
This question is addressed in a FULL HOUSES post from last year.
In this small survey of expert opinion 2011 Trends Report: Customer
Relationship Management (CRM), FOCUS suggests seven major trends:
- Integration of CRM with all communications channels
- Social CRM adoption
- Increased use of analytics
- Integration with mobile devices
- Increased awareness over privacy of CRM data
- Migration of CRM products to the cloud
- Increased emphasis on customer lifecycle management
You will need to go through a quick registration process on the FOCUS site to access the paper.
The results have just been published and provide a valuable insight into a rapidly evolving area that seems to be characterised by enthusiastic adopters and sceptical recalcitrants, and little in between.
The study looks at 207 cultural organisations using over 20 networking platforms. I am not sure how internationally representative the sample is, but it does include a sprinkling of non-US organisations.
Two interesting top line findings are:
- The average arts organisation is active on 3 social networks (Facebook, Twitter, YouTube) and uploads 66 new pieces of content each month.
- Facebook Pages that are updated multiple times per day, use a customized URL and feature a custom Welcome tab have more fans, who interact with the page more often, than those who do not.
The full report is available online here: “The Tangled Web: Social Media in the Arts”
It is well worth a read.
I recently attended the annual CultureLab meeting in Chicago and as part of the meeting of cultural consultants, funders and practitioners. The second day consisted of a variety of international best practice case studies ranging from Steppenwolf Theatre in Chicago to Malmö Opera in Sweden.
The presentations are available online at the CultureLab Emerging Practice Seminar
CultureLab’s Emerging Practice Seminar is a concerted effort to bring forward promising new practices in the cultural sector and transmit them to the field.
Each year, two practice areas are selected that represent important developments for the arts field. The 2011 seminar focused on:
- Uses of technology in audience engagement
- Revenue management and dynamic pricing
The discussion of each topic featured several case studies drawn from arts organizations from USA to Sweden, and Australia and New Zealand in between.
Foursquare has allowed consumers a means for “sharing their activities and loyalty with their social network ” and a means for venues to allegedly attract new customers and reward the loyalty of existing customers.
It is adding more levels of potential engagement, rather than just a Mayor - “Previously, the most frequent patrons at some locations were named “Mayor” and were rewarded with special treatment by many businesses.”
The article also discusses the possibilities of “a new form of search optimization; B2C merchants will want to be sure their businesses show up at the top of Foursquare search results.“
“As we started to tinker with our recommendations algorithms, we started to see “expertise” starting to emerge from the data – we’re seeing friends that have been to every karaoke place within 10 miles or tried every burger in Los Angeles. … letting you seek guidance from your friends on the categories and places they explore most.“
It will be interesting to see where this development leads.
Some interesting stats by way of a case study in Ticketfly: Facebook really does fuel ticket sales
- “In Jan 2011, Ticketfly sold 3.25 tickets for every Facebook share/tweet
- Facebook is Ticketfly’s top referrer at roughly 9% of total traffic“
However, I am not so sure of the liklihood of the following ‘giant killer’ analogy … “San Francisco startup Ticketfly aims to take on concert ticketing giant Ticketmaster. Its main weapon? Social networking.“
On the subject of proof of Facebook and other Social Media to impact ticket sales refer to an earlier FULLHOUSES post Proof: How social media sold a theatre ticket on Facebook
The article GigsWiz Launches at Midem Providing Artists With New Revenue Stream reports that “the landscape of gig promotion is changing rapidly“. So why are the same old models being rolled out and trumpeted as new and innovative?
“By providing the artist a share of the ticket sales revenue, GigsWiz becomes a key factor in increasing ticket sales.” So let me know if I have this correct, the event owner is paying no booking fees and the ticket agent is sharing revenue with the artist. So it sounds like the artist is being paid a split of the additional outside fees charged to consumers to buy tickets.
GigsWiz does appear to assisting artists to go direct to consumers, but it is not cutting out the other middlemen. So you have to ask how efficient this new model is.
“Fans are increasingly linked to bands online and the traditional marketing methods used by promoters are increasingly inefficient at reaching fans.“
Surely the most efficient (and dare I say effective) model is for the artist or event owner to deal directly with the fan or consumer without the need for the interventions (and added margins) of others?
From that sort of foundation, real Customer Relationship Management is possible.