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Effective Use of Social Media
   for the Performing Arts




      Katie Dally, University of Oregon
Of the eight entities affiliated with the
Hult Center, the Eugene Opera
has the best grasp of
social media.
However, on the national stage,
the Eugene Opera’s social
media efforts rank low.
@EugeneOpera on Twitter


 176 followers
 112 following
 94 tweets posted
 since June 20, 2009
How do other operas’ Twitter
presences compare?
  27 regional operas
  nationwide have more
  than 500 followers

  The Po...
How do the numbers stack up?

                      6,000




                                 5,107

                    ...
Not being searchable on
Twitter causes the Eugene
  Opera to miss out on
   potential followers.
Text
Text
The Eugene Opera’s focus is
on increased ticket sales;


            However, social media is
             most effective ...
Getting to know you...


        “It’s really about access and
      opening up this place, which has
       so many stori...
Other operas’ ideas for
social media engagement...

                Vancouver, B.C.




  Seattle
Tools for connecting via social media:
 Ticket promotions
 Contests
 Two-way communication
 Maintain activity
 Link to Twi...
Eugene Opera
 will soon be earning
standing ovations for
       its social media
           engagement.
J495 Presentation: Effective Use of Social Media for the Performing Arts
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  • Based on the social media understanding of other performing arts organizations, “the fact that the Opera even has a Twitter feed feels like a big step.” - S.S.
  • Alongside other opera companies nationwide, doesn’t stand up to the competition
    So, if it’s looking to mirror the successes other opera companies have enjoyed, it needs to make some changes.
  • Set: Hansel & Gretel
  • Portland - 323 followers - might not even be the real opera, but it has been included on reputable arts lists and is the primary search result
    Set: Pirates of Penzance
  • Obviously, the winner is the New York Metropolitan Opera, which has an international fan following, but even other mid-major cities such as Houston and Vancouver, BC see impressive follow numbers on Twitter.
    My own Twitter feed = 264
  • This is a problem!
    Right now: Mark Beudert
  • Screenshot of the Eugene Opera’s Twitter page
  • Another place where the Eugene Opera has, perhaps, been a little misguided is results, expressed to current Internet marketing team that it’s TICKETS
    Audience networking - according to Beth Kanter and Rebecca Krause-Hardie
  • Elena Park = Assistant Manager for Editorial and Creative Content at the Metropolitan Opera
  • Seattle: “Confessions of a First-Time Operagoer” with Cassidy Brettler
    Vancouver: “Blogger Night at the Opera,” where CARMEN was live-blogged by 4 area Internet writers
  • Contests - Love the Seattle idea, or promote contestant-created media about a production
    Two-way communication - on Twitter, using retweets, hashtags more often, linking into other companies’ conversations, dialogue with audience members
    Maintain - otherwise, no better than a Web site
    Link - a good way to grab people who wouldn’t otherwise be on social networks
  • [END ON LOW NOTE]
  • Transcript of "J495 Presentation: Effective Use of Social Media for the Performing Arts"

    1. 1. Effective Use of Social Media for the Performing Arts Katie Dally, University of Oregon
    2. 2. Of the eight entities affiliated with the Hult Center, the Eugene Opera has the best grasp of social media.
    3. 3. However, on the national stage, the Eugene Opera’s social media efforts rank low.
    4. 4. @EugeneOpera on Twitter 176 followers 112 following 94 tweets posted since June 20, 2009
    5. 5. How do other operas’ Twitter presences compare? 27 regional operas nationwide have more than 500 followers The Portland Opera, which has never posted a tweet, has twice as many followers than the Eugene Opera
    6. 6. How do the numbers stack up? 6,000 5,107 4,500 Twitter Followers 3,000 2,547 1,987 1,879 1,874 1,762 1,500 0 176 Met Opera Austin Houston Seattle Cincinatti Vancouver Eugene Operas *All figures as of Dec. 8, 2009
    7. 7. Not being searchable on Twitter causes the Eugene Opera to miss out on potential followers.
    8. 8. Text
    9. 9. Text
    10. 10. The Eugene Opera’s focus is on increased ticket sales; However, social media is most effective as a tool for networking and long- term relationship building with the audience.
    11. 11. Getting to know you... “It’s really about access and opening up this place, which has so many stories and so much behind-the-scenes drama.” – Elena Park, Met Opera
    12. 12. Other operas’ ideas for social media engagement... Vancouver, B.C. Seattle
    13. 13. Tools for connecting via social media: Ticket promotions Contests Two-way communication Maintain activity Link to Twitter and Facebook pages whenever possible
    14. 14. Eugene Opera will soon be earning standing ovations for its social media engagement.
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