This document summarizes the results of a listening experiment conducted by SFJAZZ to understand organizational branding, reputation, and audience opinions. Key findings include some confusion between SFJAZZ and a similar jazz festival, generally positive comments about SFJAZZ focused on specific artists, and influencers mostly self-promoting or sharing one-off experiences rather than ongoing engagement. Next steps discussed are refining social media strategies, offering incentives for user-generated content, and strengthening connections with influencers.

2. Opinions on venuesAre there even influencers online for this type of music in the Bay Area? 1

3. Integration Launched extensive targeted marketing effort for Spring Season: Street teams Ecards Niche media Reacquired Twitter name Began tweeting ~ 3x/week Increased Facebook activity Posting ~ 1x/day Announced the SFJAZZ Center and capital campaign 2

4. Tactics Picked top six keywords SFJAZZ SF Jazz Bay Area Jazz San Francisco Jazz Festival SF Jazz Festival San Francisco Jazz Google Alerts More blog, events, and news focused Not as much repeat between keywords or within the same keyword day-to-day socialmention Difficulty in setting up initially Much better with Twitter, Facebook, Flickr, YouTube results than Google Alerts Lots of repeats across keywords or within same keyword day-to-day More irrelevant returns than Google Alerts 3

5. Results Some branding issues People confuse Fillmore Jazz Festival with the San Francisco Jazz Festival Comments about SFJAZZ are positive but most focused on particular artists Fans excited about an upcoming show, or tweeting from a show they are attending Often these commentors are not heard from again (so far) Artists self-promoting Lots of blog posts and news articles regarding the SFJAZZ Center 4

7. “SFJAZZ” and “SF Jazz”Rethink tracking What will make this info more actionable? Offer incentives/contests for contributions and content 5

8. The Big Keith Jarrett Concert First direct solicitation of opinions Controversial performance Heated debate How to “defend” organization? Invite fans to “Take On Me” 6

9. Next Steps & Questions Establish stronger connections with influencers Follow more on Twitter Retweeting relevant, perhaps non-SFJAZZ specific content Cultivate offline relationships Questions for group: How aggressively do you pursue influencers? Any tips for how to encourage others to retweet your content? How much time a day are you spending being social? Is there “SEO”-type best practices for Facebook, Twitter, Flickr pages? 7