Orchestras and Social Media: stART.09 Conference

Orchestras and Social Media
A presentation for the stART.09 Conference
September 25, 2009
Duisburg, Germany
Marc van Bree

Road Map
The Changing Environment of Culture and Media
Crafting a Strategic Plan
SWOT Analysis
Tools of the Trade
Measuring Results

The past 30 years have seen a significant proliferation of arts organizations and activities throughout the country.

But art and culture are not the only things that have evolved to unprecedented size and complexity…

More choices also mean more noise.

Messages are getting lost in the noise.
Percent of adult evening viewers who can name a brand advertised in show just watched

“Customers want help, they want to be led—and organizations can, and should, fill that need. You must be their steward.”

Traditionally, arts organizations could depend on the media to help them steward their audience.

Full-time classical music critic positions eliminated over the past couple of years:
Los Angeles Times
Chicago Sun-Times
Miami Herald
Minneapolis Star Tribune
Kansas City Star
Seattle Times
And more…

The lunatic suicide of the press…

It’s not just anecdotes.

Dwindling Advertising Expenditures

Rising Web site visitors

Online Advertising Expenditures

What is information today?

“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.”

What does this mean?
Participation(encourage contributions)
Openness(no barriers to content and feedback)
Conversation(listening, not just broadcasting)
Community(gather around a common interest)
Connectedness(content sharing)

Social media is here to help.

What does social media mean for the arts?
“[…]an invigorated conversation about the arts, a built-in audience of readers who have been betrayed by the local paper and the beginnings of a strategy for surviving the implosion of traditional news.”

How to convince your boss
First, how not to convince your boss:
It’s not about “Keeping up with the Joneses”
There’s a role for the long-haired black-robed social media theorists, but it’s not your role.

How to convince your boss
Plan your route
Think about Return on Investment
“Make it about what your boss already wants: Don’t position your web 2.0 idea as a social media initiative; frame it as your initiative to support your boss’s goals, in your boss’s language.”

Social Media + Mission Statement
Think about how social media can help your organization’s core mission of providing classical music to audiences in your community and around the world.
That’s why you’re in business.

New York Philharmonic
To maintain and foster an interest in the enjoyment of music and musical affairs, and to inculcate in its members in the community of New York city and the nation at large, an interest in symphony music and in order to foster such interest and the appreciation of music, among other things to cause the performance of symphonic and other musical performances in the concert and other halls, over the radio, television, by phonographic recordings, and in any other manner now known or hereafter to be.

Social Media Strategic Planning
Goals
Strategy
Situation Analysis
Tactics
Tools
Budget
Measurement

Goals
Mission statement
“What do we do?”
Vision statement
“Where do we want to go?”
What do you want your communications to achieve in the long run (3-5 years)?

Some types of goals
Developing a broad-based network of supporters who can work together;
Awareness;
Change the way your audience
thinks about an issue;
Behavior change.

Strategy
How does communications support the mission and goals of the organization?
“How do we get there?”

Situation Analysis
First, just explore!
Serious market research
Internal data
Market intelligence
Know your audience
Audience segmentation

Create your own newspaper
Use an RSS aggregator to pull together a collection of Web feeds and customize your own news experience.

Set up a listening system
Newspapers and magazines
Industry blogs
Industry podcasts
Search results
Institutional news feeds
Anything else that you find interesting

SWOT Analysis

SWOT Analysis: Strengths
Materials and media
Engaged and involved audience
Established infrastructure, sites and places

SWOT Analysis: Weaknesses
Financial resources
Human resources
Contracts and Copyright

SWOT Analysis: Opportunities
Openings to exploit emerging new technologies
Expanding into new geographic markets and serving additional market segments
Openings to win market share from rivals
Entering into alliances or joint ventures to expand the organization’s market coverage

SWOT Analysis: Threats
Cluttered environment
Ever changing landscape
Demographic structure

Tactics
Use company strengths and capabilities as cornerstones for strategy
Pursue those market opportunities best suited to company strengths and capabilities
Correct weaknesses and deficiencies that impair pursuit of important market opportunities or heighten vulnerability to external threats

Tools
The tools will change, but the change in business is here to stay…
Facebook
MySpace
Twitter
Blogs
Podcasts

Blogs
Blogs are a two-way street of conversations with feedback and discussions in which bloggers are thoroughly connected (via linking, tagging and sharing) with a community that gathers around a common interest. The openness of a blogging platform—there are no barriers to content and feedback—encourages participation and contributions.

Openness
no barriers to content, news and information
Participation and
Conversation
blogs are a two-way street with feedback and discussions
Community and
Connectedness
linking, tagging and sharing with a community of similar interests

Connecting with bloggers
Consider this: how did your organization connect with your hometown newspaper and local journalists?
Read(know who is writing and what they are writing)
Participate(comment first, pitch later)
Build relationships(provide the same level of service you would provide a journalist)
Adapt materials(if you think journalists are weary of press releases… personalize your pitch and remember you are working with a multi-media outlet)

Setting up a blog
Culture(does your organization have particular cultural traits worth revealing?)
Transparency(transparency is crucial to establishing credibility and trust)
Time(it takes a lot of time to set up, research,
write and engage)
Dialogue(ability and willingness to engage
with the community)
Writing Style and Personalization(bring
a human side to a blog)

Social Networks
Just as telephone, fax and e-mail changed the way we communicate; social networking has revolutionized our conversations and social interactions.

Social Networks
Social networks are communities with a large degree of openness (public profiles) and connectedness (via linking, tagging and sharing in a network of publicly visible relationships) that spur participation, contributions and conversations.

Connecting with social networks
Read(know your audience)
Participate (join the conversation,
share links; add value)
Build relationships(provide same level of customer service; online complements offline)
Adapt materials(make it mashable, sharable and syndicated)

Budget
Create a plan and measure results to
defend your budget
Little overhead or operational costs
Greatest investment is time
and human resources

Social Media Team
Public Relations or Communications
Marketing
Artistic
Customer Service
Human Resources
IT and Web
(Development)

Measurement
SMART Objectives
Specific
Measurable
Attainable
Result-focused
Time-specific
Establish your baseline

Interest
Activity (page views, unique site visitors)
Community (who is your community)
Demographics
Psychographics

Attitude
Conversation (what is the community talking about)
Conversation Index
Influential Ideas
Connectedness (what is your relationship with the community)
Relationships and Connections
Sharing
Content (what is the focus of the community)
Relevance
Tone

Action
Participation (what is the community doing; actions)
Engagement
Sales
Community Activation

Interest

Attitude

Action

Evaluation
The next step is to determine what impact these results have on your organization and the future actions of your organization. Not all attributes might be important to your company.

Questions?

Find me at
E-mail marc@mcmvanbree.com
Twitter @mcmvanbree
Blog mcmvanbree.com/dutchperspective
LinkedIn linkedin.com/in/mcmvanbree
E-book
Orchestras and New Media; A Complete Guide
available at mcmvanbree.com/orchestras.htm

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Orchestras and Social Media: stART.09 Conference

by Marc van Bree on Oct 13, 2009

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