The Team •  Tim Wood, The Place •  Claire Byers, Baltic •  Andy Ryans, Hallé •  Mark Walmsley, Vivid Lime •  Rebecca Burton, Bristol’s Museums, Galleries and Archives •  Alex Woodford, aka •  Katy Raines, Indigo •  Andrew Loretto, Chol Theatre •  Karen Vander Plaetse, Vooruit Arts Centre, Ghent •  Clara Goldsmith, Arts Council England •  Selena Virrels, Southbank Centre

Consumer insight

Marketing opportunities

Engagement spectrum

Marketers role

How?

ENJOY TALK DO

Consumer Insight

Experience Types

Charles Leadbeater

•  Inherent goodness •  Learning is pulled •  Have a memory •  Traits spread

Consumer Insight

Networks

AIDA

Inform Consult Involve Participate Collaborate

Engagement Spectrum

ENJOY

TALK

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

Engagement Spectrum

ENJOY

TALK

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

Inform

•  Self-created ambassadors •  The Crew

– Training – Curatorial relationship – Restructure

•  Leverage consumer desire to deepen engagement

Baltic Crew

Engagement Spectrum

ENJOY

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

TALK

Consult

Engagement Spectrum

ENJOY

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

TALK

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Involve

Engagement Spectrum

ENJOY

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

TALK

Participate

Participate

Engagement Spectrum

ENJOY

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

TALK

Collaborate

Collaborate

Engagement Spectrum

ENJOY

TALK

DO

Inform Consult Involve Participate Collaborate

ENGAGEMENT

Shift 1

•  Discover them •  They expect it •  Pull-enabling marketing requires it •  Hyper-target •  Long-term approach

Understand

Shift 2

•  They expect it •  Pull-enabling marketing requires it •  Move from permission to trust •  Earn engagement •  Burst your bubble

Relevant

Shift 3

•  Plan early •  Originate or co-ordinate •  Build artistic relationships •  Expand understanding of audiences

Content

Shift 4

•  Shift attitude •  Be the brightest •  Share assets •  Push out to enable a pull in

Open

Shift 5

•  Multiple channels •  On & off-line •  Short term •  Multiple data sets •  Flat dissemination

Coherent

Shift 6

•  Be flexible •  Adopt real-time improvement •  Use multiple indicator dashboard •  Move with speed from measurement to action •  Work in beta

•  Without metrics & analysis – don’t do it!

Agile & Smart

Understand Relevant Content

Open Coherent Agile & Smart

GOOD MANAGEMENT

•  Set boundaries •  Set campaign objectives •  Measure outcomes •  Assess risk profile •  Don’t do everything

Prioritise

•  Push technique doing •  Pull-enabling technique thinking

•  Focus on the long term •  Focus on monitoring •  Take time

Plan

•  Within campaigns •  Within the role •  Within the organisation •  At the planning stage

Integrate

Time Expenditure

Build business case

Resource

KEY SHIFTS

1.  Understand

2.  Relevant

3.  Content

4.  Open

5.  Coherent

6.  Agile & smart

HOW

1.  Prioritise

2.  Plan

3.  Integrate

4.  Resource

ENGAGEMENT SPECTRUM

1.  Inform

2.  Consult

3.  Involve

4.  Participate

5.  Collaborate PU

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selena.virrels@southbankcentre.co.uk

Thank you for listening