Am I Normal? Vicki Allpress Hill & Katharine Witten- Hannah The Audience Connection

Am I Normal? Vicki Allpress Hill & Katharine Witten- Hannah The Audience Connection

Year 1 (2012-2013) 15% of website visitor sessions made on mobile or tablet Year 4 (2015-2016) 41% of website visitor sessions made on mobile or tablet

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

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.

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)

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

online marketing benchmarks that matter

1. Annual rate of growth of Facebook Likes 23% average growth in Facebook Likes since June 2015

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 # 961 38,392 Average # 7,407 Median # 5,135 Average growth in Likes 30/06/15-1/06/15 # 1,371 % 23% Range 4% - 126%

1. Annual rate of growth of Facebook Likes

2. Website Sessions by Device 41% of website visitor sessions made on mobile or tablet

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

2. Website Sessions by Device

3. Annual rate of growth of Twitter followers 16% average growth in Twitter followers since June 2015

3. Annual rate of growth of Twitter followers 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500-3,256 Average Twitter Followers 3,788 16% average growth 532 30/06/15 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%

3. Annual rate of growth of Twitter followers

4. % YouTube Channel Views by Device 50% YouTube channel views on mobile or tablet

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 2015 11 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%

4. % YouTube Channel Views by Device

5. Average email open rate 26% average email open rate 1/7/14 30/6/15

5. Email open rate Email open rates range - 1/7/14 30/6/15 24% 77% MailChimp Email Marketing Benchmarks by Related Industry - Open Rates Art/Artists - 28% Non- Profit - 25% Music/Musicians - 23% Entertainment/Events 22%

5. Email open rate

6. Rate of growth of Instagram followers 261% average growth in Instagram followers since June 2015

6. Rate of growth of Instagram followers 1,600 1,400 1,200 1,000 800 600 400 200-397 Average Total Followers 1,433 261% 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%

6. Rate of growth of Instagram followers

7. Average Twitter Engagement & Reach 9.74% average engagements per tweet 661 average impressions per tweet

7. Average Twitter Engagement & Reach Average Engagements Per Tweet 12 10 9.74 Average impressions per tweet 661 8 6 4.46 4 2 2.23 2.09 0.83 1.46 0

7. Average Twitter Engagement & Reach

8. YouTube Video View Duration by Device 2:08 average video view duration across all devices

8. YouTube Video View Duration by Device Desktop Tablet Mobile All Devices Average Video View Duration 2.16 2.02 1.46 2.08 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 10:23 0 0.5 1 1.5 2 2.5

8. YouTube Video View Duration by Device

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% Email Open rate 26% Instagram Annual rate of growth of Followers 261% Twitter Average impressions per tweet 661 YouTube Average video view duration 2:08

Useful Resources from Creative New Zealand and The Audience Connection Optimise NZ blog http://optimise.nz.com Optimise Online Marketing webinars and videos http://bit.ly/1lsjzuz Conversation Starter panel discussions on online marketing https://storify.com/audienceconnect/conversation- starters CSO video case study Making Digital a Priority http://bit.ly/1xgaea0 Google Analytics Tip Sheet http://bit.ly/1w6o8j1

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

Vicki Allpress Hill & Katharine Witten- Hannah www.audienceconnection.com vicki@audienceconnection.com katharine@audienceconnection.com @audienceconnect