SF Gay Men's Chorus
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The San Francisco Gay Men's Chorus conducted a listening experiment to better understand their online audience and how to engage them more through social media. The experiment found that audiences primarily discuss performances online and the chorus faces challenges in getting all members involved in social networking. The chorus sees opportunities to collaborate more within the arts community through innovation on social media, rather than just using it for ticket sales, and looks forward to continuing to improve their efforts.
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SF Gay Men's Chorus
- 1. The San Francisco Gay Men’s Chorus
- 3. Listening Experiment Objectives Find our audience online Hear chatter Trending Best practices Prove value
- 6. What Would We Do Different/Next Time, Mom?
- 7. A-Ha! Moments & Insights Our audiences discuss little more than our performances online. How/should we engage them more? We have just started to tap Social Networking and the challenge is No Chorine Left Behind! Social Media is about more than just selling tickets. We are a leaderin Social Networking for LGBT Choruses, but can’t rest on our laurels. We must always innovate. There are lots of people in the Arts community to tech with/opportunity loss if we don’t, and…
- 8. A-Ha! Moments & Insights SFGMCappreciates being asked to take part! Thanks, Beth and Theatre Bay Area. We look forward to the next one!
Editor's Notes
- Bit of history/Harvey MilkOrganization with a great problem to have. We are known world round.We started a global movement of LGBT choral groups.Here is the challenge. As the Social Media Director for the world’s first LGBT Chorus, we want to embrace new technologies to take our mission of changing lives through music to new audiences. Which brings us to our participation here, and our choice to do a Listening Experiment.
- This is kind of how we felt in the beginning. But we had faith and knew we could do it The first part was to establish objectives, and we set high expectations. We see listening as a form of data mining or intelligence gathering, and knowledge is power. Synthesized correctly, things we hear while listening can affect all parts of the organization.
- Discover where our ticket buyers live on Social Media – we didn’t really know, and if we can’t find them, we can’t talk to themHear what they are saying about LGBT music and issues – by our nature we are involved in equal rights battles. Every time we step on stage, we make a political statement, and there are people in the world who fight vehemently against what we do and who we are. It’s imperative our ear is to the ground not just in music, but LGBT issuesLook for trends in GALA Chorus performances – adapt/adopt/innovateEstablish Social Media Best PracticesHelp to prove value of Social Media to SFGMC Leadership – this speaks for itself.
- Split tasks amongst content experts w/i our membership. We want to take advantage of our large membership and their detailed skill sets. We found Twitter experts, etc. and set them loose on their different technologies.follow/join/blog as many GALA organizations/choral organizations as possible. We had been very lax in friending following the many other GALA Choruseschange concert policy to foster audience interaction; we asked our audiences to film and record numbers in the concert hall, which was unexpected, and asked them to post to our Twitter live feed, establishing two way communication. Anna damiani.ask our SuperFans to be Brand Ambassadors in order to reach new audience; asking “Celebrity” Friends of the Chorus with more than 5,000 friends to post out Facebook fan page to their page, asking all their friends to “Fan” us. Examples include Miss TrannyShackPollo del Mar, District Supervisor Bevan Dufty and NCLR’s Kate KendellDesign new promotional programs like the Conductor’s Virtual Pre Show TalkPartner with other local Arts organizations’ Social Media teams – SF Girls Chorus
- Blogsabout gay choruses are virtually a daily occurrence. During 55 days of listening, there were 70 mentions of gay choruses in blogs across the country. Of the 70, 33 mentions were about SFGMC, 37 mentions were about all other choruses combined. Currently, no other LGBT chorus comes close to matching SFGMC's presence in blogs on the internet.People expect more entertainment than a high brow music experience from SFGMC.When we take our shows on the road, Freedom Tour to Fresno Bakerfield it generates lots of buzz, both w/I the City and in the local townPeople look forward to the unexpected in our performancesSaw many choruses were doing “Divas” or “Opera” based shows, which we have done before. However we saw interesting things in LA, like a “Free 2 Be You and Me” show, which gets our creative juices going, Boston Gay Men’s Chorus Benefit for CambodiaIncreasing # of Facebook fans by 20%, increase Twitter followers by 175%,
- Pay better attention to the Mom test, Bleeding edge v.s cutting edgeCreate more opportunites for audience video.Spend more time on new applications/horizontally integrated applicationsFB, Twitter other analytics, go to global coordinating entity and volunteer to head up a Social Media Working Group. This allows us to be in a prime position with the global coordinating entity
- We have just started to tap the power of Social Networking