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Objective: Grow Sydney Opera Houses community on Facebook and drive engagement through contests and special offers Solution: Promote the appearances of several top performers through a Facebook Reach Block and usergenerated content competitions Key Lessons: A Facebook campaign with engaging content and special offers can lead to an increase in revenue and in traffic to a cultural institutions website An active presence on Facebook can help a cultural institution reach a wide range of demographics Facebook Ads can lead to a large increase in campaign awareness
Objective
Sydney Opera House is committed to democratising creativity for as broad a section of the community as possible and social media is a terrific medium to do so, says Victoria Doidge, Sydney Opera Houses Director of Marketing, Communications & Customer Services. In late 2010, the House decided to use Facebook Ads to go beyond marketing specific events to build a vibrant community of people who share a passion for the performing arts. We believe social media is a good way to demonstrate and encourage thought leadership and to incite global debate and discussion to foster a growing awareness regarding the arts, says Victoria. One main objective for Sydney Opera Houses Facebook campaign was to stimulate discussion about Australian tours by artists and personalities such as Oprah Winfrey, Sting, Martha Wainright and Billy Connolly, amongst others, with the Houses Facebook Page. Another was to grow its community of friends through a variety of contests and special promotions.
Facebook is one of the most important parts of the mix now. Were very committed to it. I personally feel its an ethical form of marketing because the audience needs to opt in and is enabled to engage and have a twoway dialogue. If a company doesnt behave with authenticity and honesty, if it doesnt listen and respond, the audience can just as easily opt out. Theres integrity to it that I really value.
Victoria Doidge, Director of Marketing, Communications & Customer Services, Sydney Opera House
Results
A rise in revenue and traffic to the sydneyoperahouse.com website. We are seeing overall exponential growth from Facebook, both in terms of traffic to our website and revenue, says Victoria. While witnessing that growth in direct trafficking revenues, we expect there are significant indirect revenues as well. The Sydney Opera House Facebook page gained 21,618 friends from the three campaigns Sydney Opera House has also experienced very high organic growth since launching the advertising and promotional activity. The fan page now gains an average of 1,000 fans per week Awareness of the Housemates Wanted campaign rose 17 points after the Facebook Ads campaign, according to a Facebook advertising measurement study. Awareness of the prize rose 12 points, the study found
The Future
Sydney Opera House plans to use Facebook Ads and the Facebook platform more extensively in the future. Theres no doubt in my mind that Facebook will get a growing percentage of our advertising dollar in the future, says Victoria. But its a bigger play for us than just advertising, and the more we can get the community engaged the more powerful it will be. I cant overestimate the importance of social media for us in terms of our strategy going forward.
The campaigns were particularly successful in terms of social impressions, Victoria says. When I look at the overall month-by-month traffic being driven to our site from Facebook and the revenues derived from that traffic, thats where I see the real value, says Victoria. The community has seen high engagement levels with several competitions that asked people to submit content. To take full advantage of social media, the Sydney Opera House has set up a digital marketing team and created genre-specific Sydney Opera House Facebook Pages that are each run by genre marketing specialist. We think more in terms of how we can engage the community and start a conversation around something were doing, as opposed to just trying to sell tickets, says Victoria. Its been very transformative in terms of our approach to marketing.