Am I Normal? Vicki Allpress Hill & Katharine Witten- Hannah The Audience Connection
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2 Am I Normal? Vicki Allpress Hill & Katharine Witten- Hannah The Audience Connection
3 Year 1 ( ) 15% of website visitor sessions made on mobile or tablet Year 4 ( ) 41% of website visitor sessions made on mobile or tablet
4 Numbers without context mean nothing. Data in the hands of even the savviest marketer is useless without a context to evaluate its performance against competitors or the industry at large. Alan Coleman, There's (Finally) a Benchmark for That
5 OPTIMISER Online Marketing Benchmarks for the New Zealand arts sector Collects online marketing data across the New Zealand arts sector. Devised and launched in 2012 in partnership with Creative New Zealand. Provides real and relevant online marketing data for the New Zealand arts industry. Has been made possible because of 38 forward-thinking, collaborative and generous organisations. Gives Creative New Zealand tangible evidence of the digital trends and opportunities in the sector.
6 Who s taking part? Artists Alliance (Visual Arts, Auckland) Artspace (Visual Arts, Auckland) Atamira Dance Company (Dance, Auckland) Auckland Arts Festival (Festival, Auckland) Auckland Live (Venue, Auckland) Auckland Philharmonia Orchestra (Music, Auckland) Auckland Theatre Company (Theatre, Auckland) Auckland Writers Festival (Festival, Auckland) Basement Theatre (Theatre, Auckland) Capital E (Venue, Wellington) Chamber Music New Zealand (Music, Wellington) City Gallery Wellington (Visual Arts, Wellington) Dunedin Symphony Orchestra (Music, Dunedin) DANZ (Service/Industry, Wellington) Footnote New Zealand Dance (Dance, Wellington) Fortune Theatre (Theatre, Dunedin) Govett- Brewster Art Gallery (Visual Arts, New Plymouth) Indian Ink Theatre Company (Theatre, Auckland) Michael Hill International Violin Competition (Music, Auckland) Nelson School of Music (Venue, Nelson) New Zealand Festival (Festival, Wellington) New Zealand String Quartet (Music, Wellington) NZ International Comedy Festival (Festival, Auckland) New Zealand Symphony Orchestra (Music, Wellington) New Zealand Opera (Music, Auckland) NZTrio (Music, Auckland) Playmarket (Service/Industry, Wellington) Q Theatre (Venue, Auckland) Royal New Zealand Ballet (Dance, Wellington) Silo Theatre (Theatre, Auckland) SOUNZ (Service/Industry, Wellington) The Big Idea (Service/Industry, Auckland) The Court Theatre (Theatre, Christchurch) The Dowse Art Museum (Visual Arts, Lower Hutt) The New Zealand Dance Company (Dance, Auckland) Toi Maori Aotearoa (Service/Industry, Wellington) Touch Compass Dance Co (Dance, Auckland) TSB Showplace (Venue, New Plymouth)
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8 It s so excellent and will be a valuable tool to plan my marketing for next year but also for board reporting in the meantime. Thank you thank you thank you. Anne Rodda, Executive Director, Michael Hill International Violin Competition
9 online marketing benchmarks that matter
10 1. Annual rate of growth of Facebook Likes 23% average growth in Facebook Likes since June 2015
11 1. Annual rate of growth of Facebook Likes 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - Average Facebook Total Lifetime Likes 6,036 7,407 23% average growth 1,371 30/06/15 1/06/16 Growth Total Likes as at 01/06/16 Range # ,392 Average # 7,407 Median # 5,135 Average growth in Likes 30/06/15-1/06/15 # 1,371 % 23% Range 4% - 126%
12 1. Annual rate of growth of Facebook Likes
13 2. Website Sessions by Device 41% of website visitor sessions made on mobile or tablet
14 2. Website Sessions by Device Average % Website Visits By Device 59% 30% 11% Average % website visits by mobile/tablet 1/07/14-30/06/15: 33% 1/07/15-1/06/16: 41% Mobile visits range: 5% - 45% Tablet visits range: 1% - 15% Desktop Mobile Tablet
15 2. Website Sessions by Device
16 3. Annual rate of growth of Twitter followers 16% average growth in Twitter followers since June 2015
17 3. Annual rate of growth of Twitter followers 4,000 3,500 3,000 2,500 2,000 1,500 1, ,256 Average Twitter Followers 3,788 16% average growth /06/15 1/06/16 Growth Total followers as at 1/06/16 Range # 15 21,640 Average # 3,788 Median # 2,757 Average growth in followers 30/06/15-1/06/15 # 532 % 16% % Range 0% - 50%
18 3. Annual rate of growth of Twitter followers
19 4. % YouTube Channel Views by Device 50% YouTube channel views on mobile or tablet
20 4. % YouTube Channel Views by Device 70% 60% 50% 40% 30% 20% 10% 0% % YouTube Channel Views by Device 65% 50% 36% 18% 17% 14% Mobile Tablet Desktop Year ending 30 June months ending 1 June 2016 Mobile views Change from 18% to 36% of Total Channel Views in 11 months. Range of mobile view % 21% - 69% Year ending 30 June 2015 Channel views on desktop 65% Channel views on mobile/tablet 35% 11 months ending 1 June 2016 Channel views on desktop 50% Channel views on mobile/tablet 50%
21 4. % YouTube Channel Views by Device
22 5. Average open rate 26% average open rate 1/7/14 30/6/15
23 5. open rate open rates range - 1/7/14 30/6/15 24% 77% MailChimp Marketing Benchmarks by Related Industry - Open Rates Art/Artists - 28% Non- Profit - 25% Music/Musicians - 23% Entertainment/Events 22%
24 5. open rate
25 6. Rate of growth of Instagram followers 261% average growth in Instagram followers since June 2015
26 6. Rate of growth of Instagram followers 1,600 1,400 1,200 1, Average Total Followers 1, % average growth 1,036 30/06/15 1/06/16 Growth Total followers as at 1/06/16 Range # 63 7,625 Average # 1,433 Median # 828 Average growth in followers 30/06/15-1/06/15 # 1,036 % 17% % Range 17% - 4,267%
27 6. Rate of growth of Instagram followers
28 7. Average Twitter Engagement & Reach 9.74% average engagements per tweet 661 average impressions per tweet
29 7. Average Twitter Engagement & Reach Average Engagements Per Tweet Average impressions per tweet
30 7. Average Twitter Engagement & Reach
31 8. YouTube Video View Duration by Device 2:08 average video view duration across all devices
32 8. YouTube Video View Duration by Device Desktop Tablet Mobile All Devices Average Video View Duration Average video view duration Range 0:42 9:01 Average 2:08 Median 1:10 Highest Mobile 5:30 Highest Tablet 7:31 Highest Desktop 10:
33 8. YouTube Video View Duration by Device
34 Today s 8 key metrics Platform Metric NZ arts sector average Facebook Annual rate of growth of Likes 23% Website % website sessions on mobile/tablet 41% Twitter Annual rate of growth of Followers 16% YouTube % channel views on mobile/tablet 50% Open rate 26% Instagram Annual rate of growth of Followers 261% Twitter Average impressions per tweet 661 YouTube Average video view duration 2:08
35 Useful Resources from Creative New Zealand and The Audience Connection Optimise NZ blog Optimise Online Marketing webinars and videos Conversation Starter panel discussions on online marketing starters CSO video case study Making Digital a Priority Google Analytics Tip Sheet
36 We see this programme as highly beneficial to help us give some context to our online analytical figures. It also identifies areas of strength and weakness for us. Lauren Whitney, Associate Director, NZ International Comedy Festival
37 Vicki Allpress Hill & Katharine Witten- Hannah @audienceconnect
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