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Orchestras and Social Media Survey
 

Orchestras and Social Media Survey

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Social media activities, familiarity and usage seem to be widespread among orchestras. Managers find social media important and organizations are generally enthusiastic. However, the efforts are far ...

Social media activities, familiarity and usage seem to be widespread among orchestras. Managers find social media important and organizations are generally enthusiastic. However, the efforts are far from organized and strategic. It seems many orchestras are dipping their feet in the social media pool, but do not have the policies, budgets, and metrics in place to effectively use the tools at their disposal, even if they do recognize the need for checks and balances.

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    Orchestras and Social Media Survey Orchestras and Social Media Survey Presentation Transcript

    • Presentation
    • The state of social media at orchestras across the country There has never been a comprehensive, industry- wide look at if and how orchestras are using social media. What kind of resources do managers commit and how active are orchestras in social media? This survey was designed to collect details about the state of social media, ranging from budget size and time allotment to attitudes and goals. This presentation will highlight the key findings. For the complete report, visit mcmvanbree.com/orchestras.htm
    • Who took the survey? Dates of survey: October 27, 2009 – November 13, 2009 Survey mode: Online questionnaire Sample: 81 orchestras in Group 1-3 53 surveys sent out 15 respondents In total, 18.5% of the • Budget more than $13.6 million orchestras in Group 1-3 are represented in the Group 1 • Seven out of fifteen respondents (47%) • Twenty-seven percent of Group 1 orchestras survey findings. Those orchestra managers that • Budget $5.2 - $13.6 million responded were generally in marketing, Group 2 • Four out of fifteen respondents (27%) • Thirteen percent of Group 2 orchestras communications or web functions at their respective orchestras, • Budget $2.5 - $5.2 million and most were either directors or managers. Group 3 • Four out of fifteen respondents (27%) • Sixteen percent of Group 3 orchestras
    • Key findings Social media activities, familiarity and usage seem to be widespread among orchestras. Managers find social media important and organizations are generally enthusiastic. However, the efforts are far from organized and strategic. It seems many orchestras are dipping their feet in the social media pool, but do not have the policies, budgets, and metrics in place to effectively use the tools at their disposal, even if they do recognize the need for checks and balances. This presentation will look at key findings in: • Budgets and responsibilities • Social media mind-set • Social media activities • Social media goals and objectives • Social media monitoring and measuring • Conclusions and recommendations
    • Budgets and responsibilities Eight out of fifteen orchestras (53%) do not have a budget for social media; a little more than a quarter (27%) spends more Annual budget for social media than $1,000 annually on social media. Ten out of fifteen orchestras (67%) divide More than $10,000 (7%) social media responsibilities among Between $5,000 and $9,999 multiple staff members; more than a (7%) quarter (27%) of the orchestras list social media responsibilities as part of an existing staff member’s duties. Between $1,000 and $4,999 No budget (13%) Marketing departments are involved, (53%) either jointly or solely, with managing social media efforts at a large majority (87%) of the orchestras. Between $500 and $999 (20%)
    • Social media mind-set Managers find social media moderately important in marketing or communications strategy Measuring results in social media is rated more important There is some enthusiasm for social media among managers Knowledge of social media is rated lower, leaning toward fair to average 5 Social media mind-set among managers 4.5 4.14 4 4 4 4 3.86 3.85 3.87 3.8 3.53 3.57 3.5 3.13 3 3 2.5 Importance of social media in Importance of measuring social media Attitude toward social media Knowledge of social media marketing or communication strategy (1=low, 5=high) (1=hostile, 5=enthusiastic) (1=elementary, 5=expert) (1=low, 5=high) All orchestras Group 1 orchestras Orchestras with social media budget
    • Social media activities All fifteen orchestras have a Facebook presence, with 93% managing a Facebook Fan Page Eighty percent of orchestras have a Twitter account, while only 40% have a MySpace page Seven out of fifteen orchestras (47%) produce a podcast and one-third of the orchestras maintain a blog Eighty percent of orchestras have responded to questions and comments on social networking sites and 40% actively pitch bloggers Forty-seven percent of the orchestras did not respond externally when faced with negative comments in social media 93% 80% Percentage of orchestras active by platform 60% 47% 40% 40% 40% 33% 20% Facebook Fan Twitter YouTube Podcasting Facebook Myspace Flickr Blogging Other Page Group
    • Social media goals and objectives Social media goals and objectives rating What are the goals and objectives in social Increasing Web traffic 4 media efforts? Managers rated the Increasing awareness of programming 3.93 importance of different goals and objectives Increasing brand awareness 3.93 from a list of eight Improving customer service 3.67 different aspects. Reputation management 3.4 Driving Web traffic and increasing awareness Increasing ticket sales 3.2 of programming and the organization are Improving SEO 3.13 the most important social media goals, Increasing fund raising 2.6 according to managers. 2 3 4 5 Importance of goals and objectives (1=low, 5=high)
    • Social media monitoring and measuring Measuring performance None of the orchestras indicated they have implemented or established Social media monitoring by key words metrics for measuring social media activities. Brand Name 73% However, the majority of the orchestras (73%) recognize the need to measure social media Artistic Leadership 40% activities and the remaining 27% are currently planning Administrative Leadership 20% metrics for measuring social media. Competitors 20% Monitoring social media Four managers (27%) state they Industry 20% do not track key words. Only one manager out of 15 monitors all five key word Not tracking 27% categories. 0% 10% 20% 30% 40% 50% 60% 70% 80%
    • Conclusions and recommendations It seems that orchestras are active in social media and at the brink of a strategic approach, but have yet to jump. Here is what they can do: Formalize your goal (what are you trying to achieve?) Formalize your plan (think strategically and make it a complete plan) Formalize your policy (mutual understanding of expectations) Formalize your team (formalize the role of social media in the organization) Formalize your budget (set a budget that aligns with your goals) Formalize your performance measures (set metrics that align with your goals) Quality vs. quantity (quality is crucial for the effectiveness of your social media efforts)
    • Find me at E-mail dutchperspective@mcmvanbree.com Twitter @mcmvanbree Blog mcmvanbree.com/dutchperspective LinkedIn linkedin.com/in/mcmvanbree For the complete report, visit mcmvanbree.com/orchestras.htm Also available on the Web site Orchestras and New Media: A Complete Guide by Marc van Bree