Bharathiya Samagana Sabha (2016) | Agency: Oni360
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The document provides a website analysis and social media strategy for four Indian classical music organizations - Bharathiya Samagana Sabha, Kalakendra, Madras Music Academy, and Sri Rama Lalitha Kala Mandira. It analyzes their website traffic, engagement, events, content, and social media presence between August 2017 and October 2017. It also provides recommendations on increasing ticket sales and developing an effective social media strategy for events through various content phases and types. The document appears to be analyzing these organizations' digital strategies to help improve their online presence and engagement.
Bharathiya Samagana Sabha (2016) | Agency: Oni360
- 1. SOCIAL MEDIA STRATEGY BHARATIYA SAMAGANA SABHA NOV 2017
- 2. WEBSITE ANALYSIS: AUDIENCE & ENGAGEMENT
- 3. TOTAL VISITS Sum of all visits (non-unique) to the shortlisted sites during the period Aug 2017 - Oct 2017. Domain Visitors Bharathiya Samagana Sabha < 5,000 Kalakendra 30,743 Madras Music Acedemy 32,392 Sri Rama Lalitha Kala Mandira < 5,000
- 4. TRAFFIC SHARE Percentage of incoming traffic from desktop vs. mobile Domain Desktop Mobile Bharathiya Samagana Sabha 100% - Kalakendra 49.62% 50.38% Madras Music Acedemy 31.35% 68.65% Sri Rama Lalitha Kala Mandira 36.85% 63.15%
- 5. WEBSITE ENGAGEMENT The average engagement metrics for the period Aug 2017 Oct 2017 Domain Monthly visits Avg. visit duration Pages/visit Bounce rate Bharathiya Samagana Sabha < 5,000 00:01:10 4.00 0.00% Kalakendra 10,248 00:01:46 2.40 41.44% Madras Music Acedemy 10,797 00:01:23 2.59 27.52% Sri Rama Lalitha Kala Mandira < 5,000 00:01:07 3.37 11.71%
- 6. EVENTS/MONTH Domain Activations Bharathiya Samagana Sabha 4 days in Feb 2017 Kalakendra Webcasts : 2 to 4 per month Events: 2 in Sept; 2 in Jan 2017 Madras Music Acedemy Concerts: 18 in Dec 2017; 9 in Jan 2017; 6-8 per month as mid-year concerts; rest of the year: 2 to 4 per month Sri Rama Lalitha Kala Mandira 4 in Dec; 3 in Oct; 1 in Nov; 8 in Jan; 10 in Feb in 2017 & 2018
- 7. Kalakendra organizes frequent webcasts per month & has a robust monetization program for its publications, albums, souvenirs, etc Samagana is an one-event wonder; there is no other activities to sustain the events momentum.
- 8. The Music Academy has a long list of events and activities dominating its calendar every month. It also has the patronage of artsy bands in the state. Kala Mandira organizes a slew of programmes from Oct to Feb.
- 9. THE CONTENT REAL-ESTATE & INFERENCE Domain Activations Bharathiya Samagana Sabha 20% on past event; 80% introductory text on the sabha & programs / Static design with no updated content Kalakendra Banners (10%) on prominent personalities events; 90% online store / Designed as an e-commerce site with focus on updated content, products, souvenirs, etc Madras Music Acedemy 95% of home page content on events, conferences, & awards; 5% academics & publications / Contemporary design with high visibility for updated events Sri Rama Lalitha Kala Mandira 40% content on the institution, awards program & souvenirs; 30% on the program list; 20% misc. content / Static & text intensive design / Updated content is not visible
- 10. TRAFFIC SHARE BY COUNTRY Percentage of traffic by country & by each sabha
- 12. CHANNELS OVERVIEW Share of website's total incoming traffic from each traffic channel during Aug 2017 - Oct 2017
- 13. REFERRING SOCIAL PAGES On the social front too, both Music Academy & Kalakendra topped but they had less 5000 social visits during the 3 month period (Aug Oct 2017)
- 14. SEARCH TRAFFIC VOLUME All sites had only organic traffic; in fact, no paid searches during the period Aug Oct 2017
- 16. SOCIAL MEDIA ANALYSIS: FACEBOOK USERS
- 17. DEMOGRAPHICS Age & gender of all FB users in India whose interests include Carnatic music & Hindustani classical music. About 2.5 3 million people are active every month. 14.1% women in this age group are interested in carnatic music & hindustani classical music 5.2% of them are FB users
- 18. DEMOGRAPHICS Relationship status of all FB users in India whose interests include Carnatic music & Hindustani classical music 57% people interested in carnatic music & hindustani classical music are married 33.8% of them are FB users
- 19. DEMOGRAPHICS Professions of all FB users in India whose interests include Carnatic music & Hindustani classical music 31% management professionals interested in carnatic music & hindustani classical music 26% of them are FB users
- 20. LOCATION Cities of FB users in India whose interests include Carnatic music & Hindustani classical music 4% of Mumbaikars interested in carnatic music & hindustani classical music 3% of them are FB users
- 21. PAGES LIKED BY OUR TG Pages liked by FB users in India whose interests include Carnatic music & Hindustani classical music
- 22. DEVICES USED % users accessed FB in India, and they had the interests Carnatic music & Hindustani classical music
- 23. INDUSTRY ANALYSIS: THE MUSIC SCENE DOWN SOUTH
- 24. NO. OF BANDS SOUTH
- 25. EVENT BOOKING: STEPS TO PROMOTE ONLINE TICKET SALES
- 26. INSIGHTS: INCREASING TICKET SALES An average event uses 3-4 marketing channels for promotion Choose a few new marketing channels, see how they perform, and put more money and effort behind it. Street activations are a surprisingly effective way to sell tickets Posting flyers in local coffee shops across the city or stores near the event have higher conversions. Social media drives nearly 25% of views to ticketing pages Engaging campaigns and getting the audience involved helps drive up traffic. Nearly as many people are talking about an event before the event as they are during Successful event organizers drive engagement by building the anticipation factor Social quotes with pix work best to keep the people hooked The largest amount of social media updates were quotes and multimedia shared during the event (36% of all updates)
- 27. STRATEGY: INCREASING TICKET SALES (1 of 2) Research has shown that event-related emails generated open rates between 25-40%, and click-through rates between 25-40% well above marketing email standards. Start an email marketing campaign Do not just have a form for booking ticketsbolster it with engaging content. Refer Sunburn Indias page on BookMyShow for style and structure. Create an imaginative events page on BookMyShow Mobilize your existing fan base so that anyone who refers five friends could receive a free VIP upgrade. Incentivize referrals Consider reaching out to a secondary customer persona and broadbase your events appeal. Appeal to a new audience
- 28. STRATEGY: INCREASING TICKET SALES (2of 2) Get in touch with your speakers pre-event, and get them to promote their session through their own social channels. Leverage popular artistes social reach Partners who are willing to promote your event along with their brand helps increase the reach. Involve sponsors and partners in the promotion activities Having at least 2 3 inserts in the fortnight preceding the event does work wonders Get press coverage
- 29. EVENT CONTENT : PHASES & CONTENT TYPES
- 30. PHASE 1 Pre-event content posts for building up the anticipation Reveal speaker lineups or special guests in a creative way
- 31. Create urgency to drive ticket purchases, posting whenever early bird ticket sales or registrations are about to end.
- 32. Offer discount codes to followers on social media, or create social contests for tickets.
- 33. Leverage brand and sponsor tie-ups to drive traffic to the event page.
- 34. PHASE 2 Event content posts should have the best photos, quotes and Page 3 celebrities Create a photo booth area, and pay attention to little details that would make great Instagram shots.
- 35. Tweet or post the key quotes from celebrity artistes to encourage sharing. Tagging the post with your events hashtag and @-mentioning the artiste may help this content spread virally as well both with event attendees and with any folks watching from home.
- 36. Sharing behind-the-scenes pics and stories well before the event begins is a great way to boost conversation and engagement.
- 37. Ask interactive content like questions or polls to ask attendees which performer they loved most. Twitter polls is perhaps the sleekest poll option for doing this quickly or in real- time.
- 38. PHASE 3 Post=event content posts should focus on the experience 1. Press coverage: Share the media coverage by converting them into posts 2. Testimonies: Showcase the good as well as not so good sides of the event 3. Update the sub-reddit page: A subreddit is a sub-community focused on a specific topic. Posting content to the dedicated sub-reddit belonging to Bengaluru would help build a community
- 39. The End.
Editor's Notes
- Please note that absolute numbers to Samagana & Kalakendra is difficult to fix due to minimal traffic. Between the two, Kalakendra performs better with higher search numbers (later slides).
- INSIGHT: It is the mobile traffic that is bringing in the numbers. We need to focus on an audience that seeks mobile experiencesprovide them with content teasers to make them come back to you.
- The 0% bounce rate for Samagana reveals (1) that very few people visit the site and (2) that the visitors invariably end up going through all the pages of the site.
- Samangana: Created on 2012-12-27 Kalakendra: Created on 2004-06-27
- Music Academy: Created on 2006-06-21 Kala Mandira: Created on 2007-11-30
- Absolute numbers available only on the paid version. UK, Germany & France traffic have been to the following pages: webcasts (in Kalakendra) and events (Madras Music Academy)
- Samagana, Kalakendra & KalaMandirs sites have no brand affiliations. Madras Music Academy has HCL concerts and endowments from TTK & The Hindu group among others, but no brand logos are displayed.
- Dark Blue new audience; Gray FB users ------------------------------------------------- Estimates are based on the placements and targeting criteria that you select and include factors like Facebook user behaviours, user demographics and location data. ---------------------------------- 25-34 Women: 34.9% FB users 25-34 Men: 36% FB users 35-44 Women: 12% FB users 35-44 Men: 13% FB users 45-54 Women: 5% FB users 45-54 Men: 4.8% FB users
- Dark Blue new audience; Gray FB users ----------------------------------------------------- Single 60% FB users In Relationship 4.6% FB users Married 34% FB users
- Dark Blue new audience; Gray FB users ------------------------------------------------------- Life 10(8), Arts 18(16), IT 14(12), Sales 19(16), Personal care 15(13), Management 31(27), Business 12(10), Admin 24(20)
- Dark Blue new audience; Gray FB users ----------------------------------------------------- Delhi 7(6), Bangalore 5(4), Pune 4(3), Mumbai 4(3), Kolkata 3(3), Lucknow 2(3), Ahmedabad 3(2)
- INSIGHT: Although the previous slide shows a pan-India picture, Keralites form a major bulk of the classical music scene as is evidenced in the preferences above.
- Dark Blue new audience; Gray FB users
- Kerala has a vibrant cultural scene, and this corroborates with the FB findings that a bulk of music aficionados are from Kerala. https://www.wishberry.in/blog/whats-cooking-in-the-south-indian-independent-music-scene/#/article
- Sources: EventBrite & BufferApp