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Celtic Colours

International Festival

&

Social Media

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• 1) Quick Intro to Celtic Colours International Festival

• 2) 2009 Social Media Goals & Results•2009 Social Media Strategy

•Social Media Goals

•Evaluation & Measurement

•What were the Results?

• 3) 2010 Social Media Strategy & Plan• Strategy & Goals Outline

• Plan to meet Goals

• Measurement & Evaluation

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Our Mission Statement

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About Celtic Colours International Festival

For nine days in October, Cape Breton Island is home to a unique

celebration of music and culture

44 Concerts in more than 30 communities all over Cape Breton

Island plus our nightly Festival Club

Hundreds of musicians from home and all over the Celtic world

Thousands of visitors to Cape Breton Island

In 2009 86% of available tickets were sold

55% were sold online

Almost 300 Community Cultural Events

Learning Experiences

Visual art series

Community meals

Outdoor events

Participatory events

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Who Attends Celtic Colours?

Cape Breton 49% 42%

Rest of Nova

Scotia19% 22%

Rest of Canada 17% 20%

U.S. 13% 13%

Other Countries 2% 3%

2008 2009

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Celtic Colours Audience

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• Stats from Web Analytics and Social Media Analytics

• Web Analytics (Google & own web analytics)

• Intercept Surveys at Festival

• 987 Concert Surveys / 250 Experience surveys

• On-Line Surveys through followers

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Rest of Nova

Scotia19% 22% 3%

Rest of Canada 17% 20% 3%

U.S. 13% 13% -

Other

Countries2% 3% 1%

2008 2009 % Inc

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Facebook Fans:

June - Now - 1,972

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Twitter Followers:

June - Now - 594

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YouTube Video Views:

June - Now - 24,003

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• Tried and True Marketing

Relationship Marketing

Traditional Advertising

Website

Audience Research & Development

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• New Realities

Social Media

Community Branding

Targeted Promotional Activity

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Emerging Trends

Mobile Application

Ar Coinhearsnachd - Our Community

User Generated Content website

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Goals:

•Increase the visitor interaction and buy-in by 15%

•5,000 new active subscribers

•25% more 2 way on-line conversations

•Increase on-line ticket sales by 10%

Strategy

Capture Mentions & Intentions

Engage the On-Line Audience

Track trends and visitor analytics

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Capture Mentions & Intentions

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Capture Mentions & Intentions

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Engage the On-Line Audience

Links to

Common

Interest items

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Engage the On-Line Audience

Rich Media

Content

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Engage the On-Line Audience

User Generated

Content

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Facebook Insights

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YouTube Insights

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Twittalyzer

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Klout

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Alterian2

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Contact Info:

Dan Coffin: dan@celtic-colours.com

Celtic Colours International Festival: www.celtic-colours.com

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