In 2013, I joined the marketing team of the famous french concert venue with two goals: give this “old lady” a new image on social networks and increase online shares on ticket sales. My actions overtopped the expectations and the Olympia is now a social media reference in France.

SKILLS

Social Media strategy

  • Analysis of brand presence and potential
  • Roadmap tailored to marketing goals
  • Creation of editorial and graphic identity
  • Highlights and marketing opportunities
  • Inbound marketing: cross-community & cross-platform channeling, drive-to-store strategy
  • Lead generation from CM, ads & in-venue projects

Community management

  • Content production (texts, photos, videos, interviews, GIFs, etc) to promote the venue and artists
  • Publishing and scheduling
  • Moderation, interactions w/ users and other brands
  • Answer to queries, feedbacks to ticketing service, crisis management.
  • Partnerships w/ blogs, e-influencers, brands, agencies, concert venues, artists and managers

Advertising

  • Budget estimates, insertion orders  
  • Facebook/Instagram/Twitter Ads campaigns creation and implementation with audience targeting
  • PPV/PPE/PPC optimisation, A/B testing, retargeting
  • Mailing campaigns (creation, database management, delivery, analytics)
  • Reports on budget spend and ROI

Insights & Analytics

  • Definition of KPIs to follow
  • Daily monitoring of trends and opportunities
  • Use of FB Insights, TW Analytics and other tools
  • Optimisation of editorial
  • Monthly and yearly reports

Mobile marketing

  • Live tweets of concerts and shows
  • Cover of special backstage events
  • Management of contractors relations (development of “Souvenir de l’Olympia” and in-venue free Wi-Fi app)

Brand & tech monitoring

  • Live monitoring of brand online mentions
  • #TweetAndToast events in Paris

SOFTWARES & NETWORKS

MILESTONES

Lead Generation + UGC:

Souvenirs de l’Olympia

In-venue devices with custom case and leads/UGC generating app. I conceptualised the project, managed contractors relations and progress of development, launched the final product in-venue during a PR event, reused UGC for social networks and leads for mailing campaigns.

On an average night, the devices gather 50 to 200 leads and UGC.

Establishment of a close relationship with Twitter France

First concert venue in Europe to deploy a Twitter Mirror. Access to upcoming apps (Periscope) and support on ad campaigns optimisation (perfs up to 0,02€ PPE/PPV, 0,34€ PPC, 13,35% Eng.Rate, 0,87% CTR)

More than 50 live tweets of concerts and shows

L’Olympia takes 1st place of french concert venues with most engaged Facebook & Twitter communities