Post on 09-Feb-2017
EMBEDDING DIGITAL IN A HERITAGE ORGANISATION
• Moving from transaction to relationships• Understanding our customers’ needs• Giving excellent customer service • Surprising and delighting visitors
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REACH AND ENGAGEMENT150,000reached through Education
691 Events beyond the main stage
140MFB pageimpressions
92,000Twitter followers
8.6MVisits to website
500,000Email subscribers
1.6MTickets issued
55,000tour visitors
223,000Facebook likes
388Events in themain auditorium
DIGITAL VISIONThrough embracing digital platforms and channels, the Hall will share its stories – history, customer experience, events and public benefit activities – to create and nurture public passion for the Royal Albert Hall and to maximise associated revenues which support the Hall’s future work
DIGITAL STRATEGY• To sell more tickets, with less waiting• To create new opportunities for more
interaction in more places• To tell the full story of the Hall
DIGITAL CHANNELS• Website• On site• Social channels
• Moving Customer Services to contact centre. Creating conversations.
• Content which has• Newsworthiness• Novelty• Name (celeb)
AUDIENCESHuge databaseSegmented based on previous booking historyMorris Hargreaves McIntyre Culture Segments Knowing what motivates our audiences, what they respond to
ON SITEChallenges
• Grade I listed building• Lack of space• No wifi• It’s all about LIVE
DESIGN PRINCIPLES1. Be open to all2. Consider more than just the auditorium3. Design once, use lots4. Embed our hi(story) in experiences5. Consider the value6. Make data driven decisions7. Empower our staff8. End to end experiences9. Extend the sphere of the Hall
WEBSITE
WEBSITE• More tickets, less waiting
• 77% more tickets in first hour of on-sale for BBC Proms than 2015)
• More interaction in more places• Responsive / multi-device
• Telling the full story• News, history, events driving to
deeper content
MORE TICKETS, LESS WAITING
LESS WAITING ONLINE BUT…
TELL THE FULL STORY
TELL THE FULL STORY
TELL THE FULL STORY’Twas the Night Before Christmas359,556 total views
Possibly the best Christmas Card ever!
What a splendid thing you've all done! I loved it. Thank you. Happy Christmas
Fabulous - and it's the story we read every Christmas Eve to our children (now aged 13 and 10!) Merry Christmas x
What a festive surprise. Thank you so much and a "Merry Christmas to you all."This really is a WOW!
BRILLIANT! Happy Christmas to you all!
BE HUMAN!
UNRIVALLED HISTORY OF PERFORMANCE
FIND WAYS TO EMBRACE THE NEW
“She told us to take inspiration from the most random places… And when we listened to the songs she’d written, we saw that it really does work.” Isla, student
“To have the opportunity to sit a few feet from one of my biggest songwriting inspirations … It really was a pinch myself moment!” Joe, student
“If the only thing I got to do in my career was play a sold-out show at the Royal Albert Hall, I would be totally floored.”Kacey Musgraves
Guardian 19 November 2015“This is the fanciest place I’ve ever been to,’ she says. ‘How did they let me in?’"SHARE
UNFORGETTABLE EXPERIENCES
FOR APP’S SAKE
IN CONCLUSION• Define your goals – 3 or 4 things• Find out what makes your audience tick• Create some design principles (and stick
to them)• Keep referring back to your goals • Exploit your strengths• Be true to your brand• (but push the boundaries a little)
THANK YOULouise HallidayHead of Marketing and CommunicationsRoyal Albert Hallwww.royalalberthall.com
@royalalberthall
/royalalberthall
@royalalberthall
1871royalalberthall