Facebook in the Arts: In Honor of Mark Zuckerberg's Visit to CMU

Mark Zuckerberg, Founder and CEO of Facebook

With the announcement that Facebook founder and CEO Mark Zuckerberg will make his first visit to Carnegie Mellon University (CMU) today, the Technology In the Arts team thought it would be appropriate to take a look back on the groundbreaking social media platform and the impact it’s had on how arts organizations engage their audiences. CMU is one of three campuses being visited by Zuckerberg during an East Coast college tour. While here, he will meet with faculty and students and give a talk to an invitation-only audience. He will be joined by Mike Schroepfer, Facebook's vice president of engineering.

Here’s a bit of Facebook Trivia to get us started:

• More than 800 million active users
• More than 50% of active users log on to Facebook in any given day
• Average user is connected to 80 community pages, groups and events
• More than 350 million active users currently access Facebook through their mobile devices
• Facebook is also the most popular social network for all age demographics according to a Forrester Research Survey

One of the most interesting studies on how Facebook has affected arts and cultural organizations was conducted this past summer. ‘The Tangled Web of Social Media’ was a study commissioned by Theatre Bay Area in 2011. The study examined the social media habits of 207 diverse nonprofit arts and cultural organizations with the goal of understanding how social media was being used and what best practices emerged as a result. The study found that Facebook was by far the most popular social network used by these arts organizations. Another similar finding was that community members were eight times more active commenting on the Facebook posts made by arts organizations than mentioning those same organizations on Twitter.

Here are a few ways in which Facebook has revolutionized how arts organizations are engaging with audiences:

1. Sharing Content: Arguably one of the most important ways Facebook has impacted arts organizations is the ability to share and distribute content. Devon Smith recently shared an important comment made by Adam Connor from Facebook during the High Impact Social Media Conference: History of the internet= Browse (Yahoo) –> Search (Google) –> Discover (Facebook). Whether it’s a special Halloween photo from MOMA or a series of intriguing videos from the San Francisco Ballet, arts organizations have the opportunity to share a variety of content with audiences.
2. Giving Campaigns: Facebook has also impacted the way audiences can contribute financially to their favorite organizations. The Chronicle of Philanthropy recently published an article about a California boy, Paddy O’Brien, whose inspirational story about his struggle with bone cancer resulted in 1,000 donations to the Children’s Hospital who treated him via the Facebook Causes platform.
3. Advertisement Campaigns: Facebook Ad Campaigns aren’t just for boosting numbers on fan or group pages. Many organizations have had success with attracting new fans to their events through successful ad campaigns. For further reference, Tech In The Arts published an article on best practices for running ad campaigns.
4. Ticket Buying: Companies like TicketForce have made it possible for many artists and organizations to sell tickets directly through their brand’s Facebook Page. The client operates so that ticket buyers do not have to leave the Facebook Page in order to purchase tickets.
5. Merchandise Sales: Facebook has also provided the opportunity for artists and organizations to sell merchandise on their pages.
6. Building Communities through Facebook Groups: Many arts organizations have also been experimenting with hosting group pages as opposed to “regular” pages. Groups can provide an opportunity for fans to interact with each other on a more intimate level. Beth Kanter recently featured a guest post on her blog regarding best practices for nonprofits interested in building a group page.

There’s no doubt that this social media giant has had an incredible impact on the way arts organizations interact with audiences and will continue to do so. Ultimately, many of these organizations are finding creative ways to interact with existing fans and build new audiences in a manner that has never been done before.

How has Facebook impacted your organization, either positively or negatively?

Faster Than Sound: Pushing The Boundaries of Contemporary Music

While conducting the first round of research for my white paper on online audience development, I stumbled across an exciting development in the world of music. I was first introduced to the genre of contemporary music when I noticed the growing trend of string players and, what sounded like, a classical music influence in many popular indie rock bands. Even though I have background primarily in jazz, both classical and jazz worlds share the same audience development woes. It was both promising and exciting to hear so many young musicians take classical music to new territory. Upon further exploration and research, I discovered that the work of many of these musicians and composers is being labeled as 'contemporary' or 'modern' music.While it can be tricky (and at times unfair!) to attach a definite label to these types of projects, it's important to recognize this growing movement, especially as it pertains to the intersection of arts and technology. Faster Than Sound is yet another great example of this type of project. Faster Than Sound, produced by the UK based Aldeburgh Music, is an experimental and cutting edge series that blurs the boundaries of classical and electronic music. There is a strong emphasis on commissioning new works, artists participating in residencies and innovative collaborations. There is also an emphasis on emerging technology, and all of the artists involved share a common goal of embarking on new musical adventures together.

Earlier this month, composer and visual artist, Christian Marclay, came to the series to develop a specially commissioned work entitled, Everyday. For this endeavor, Marclay collaborated with other musicians including Steve Beresford, John Butcher, Mark Sanders and Alan Tomlinson. Their ensemble also worked with a local marching band and employed the use of turntables. The work was not just limited to music, however. Everyday also combined found film footage sampled from old movies.

The next event in the series, Fall Back will feature a specially commissioned new work that will be created during a week long Aldeburgh Residency. The work will premiere on Saturday, Octover 29 at 8 pm. British dubstep artist, Roly Porter, will be joined by Cynthia Miller for a very special collaboration. The improvisation between these prolific exponents in one of the oldest and one of the newest forms of electronic music is sure to push genre boundaries, and create a truly unique musical experience. The music will be partnered by Rod Maclachlan's epic archaic visual projections.

For a small taste of what the series is like, check out the video above, and visit their Youtube channel! And stay tuned for a special podcast featuring some of the participating artists and creative director.

Streaming Options for Jazz Heads!

Last month, after releasing our report on Developing Jazz and Classical Audiences with Technology, NPR reported on findings from the ongoing Jazz Audiences Initiative project. Both studies have suggested that social networking sites and Internet music discovery tools often play a key role in developing younger audiences for jazz. With the recent U.S. launch of streaming service, Spotify, there has been much discussion about the usefulness and economic sustainability of 'On-Demand' platforms. While streaming content can be a powerful audience development tool, many are concerned that users are becoming more and more accustomed to free content. Today, I wanted to give a quick overview of three jazz specific presenting organizations and festivals who have launched 'streaming' and 'on-demand' platforms.

1. Smalls Jazz Club :

   Smalls is one of New York's premiere jazz clubs, boasting full line-ups just about every night of the week. The club regularly streams concerts      on its webpage from 7:30-closing time.

2. Newport Jazz Festival:

The Newport Jazz Festival has always been on the forefront when it comes to jazz festivals. This past year's festival was no different, as the lineup was mainly "anti-headliners", featuring many up-and-coming musicians. While the jazz festival hasn't been as successful in the past as its sister folk festival, founder George Wein continues to  experiment and push the boundaries. Both the jazz and folk festivals were live streamed and archived. The complete archive can be accessed at NPR's website.

3. The Checkout: Live from 92Y:

The Checkout is a new series created by Joshua Jackson, host of WBGO’s hour-long music magazine The Checkout, who is widely recognized as an unparalleled enthusiast for modern expressions in jazz. Curated by Jackson in conjunction with 92YTribeca, The Checkout: Live features some of the most exciting and innovative players on the NYC scene for monthly concerts that will are broadcast live on WBGO as well as streamed on WBGO.org. Portions will also be recorded for future broadcast and podcast as part of The Checkout. Performances are also archived at NPR.org/music. For a complete schedule of upcoming performances, please visit their website.

Developing Jazz and Classical Audiences with Technology

Technology in the Arts is pleased to present our new white paper Online Audience Engagement: Strategies for Developing Jazz and Classical Audiences, spearheaded by writer Tara George.

Many of you may remember critic Terry Teachout’s controversial Wall Street Journal article that asked if jazz could “be saved?” Teachout’s article, in response to the NEA’s 2008 Survey of Public Participation in the Arts, prompted a variety of reactions across the field. Despite much of the hostility directed at Teachout, his question and concerns seemed to be valid and worth exploring, especially since the survey indicatedthat audiences (particularly for jazz, classical and opera music) were shrinking and growing older at an alarming rate. An interesting twist came in 2010 with the release of the NEA’s Audience 2.0 survey. A key finding in this survey was that Americans who participate in the arts through technology and electronic media (television, Internet, handheld devices) were three times more likely to attend a live arts event. Much like Teachout’s initial article, this survey also prompted a round of discussion about correlation and causation. Despite the controversy and debate, it is undeniable that technology is one of the most promising tools that organizations can use to build a younger fan base.

This white paper explores the role that digital marketing is now playing in building audiences in the jazz and classical music realm. This report also highlights the work of several artists and organizations at the forefront of reaching and developing new audiences online. It’s important to note, however, that most of the organizations and artists here would classify their work and the music they present as a hybrid of multiple genres. Though that distinction falls outside the scope of this report, it’s an important trend to take note of that can have a direct impact on digital marketing. Finally, we have provided a concise 4-step guide as an example of how many organizations actually implement best practices.

Organizations Highlighted:

We hope that you find each case study in this report to be encouraging and inspiring! Here were a few of the organizations we featured:

• Mobtown Modern: was founded by Brian Sacawa in 2008. This organization fills a void in Baltimore’s vibrant music scene and serves as a catalyst for musical innovation and the creation and presentation of the new music of our time.
• New Amsterdam Records and New Amsterdam Presents: New Amsterdam Records is the for-profit record label subsidiary of New Amsterdam Presents, a presenting and artists’ service organization that supports the public’s engagement with new music by composers and performers whose work grows from the fertile ground between genres.
• Revive Music Group: serves as New York’s leader in conceptual and never-before-experienced live music productions—for a jazz and hip-hop celebration giving a unique aural exhibition of the undercurrents connecting the genres and ultimately fans of multiple generations.
• Search and Restore: is a New York-based organization dedicated to uniting and developing the audience for new jazz music.

Download this report today!

And please share with colleagues by clicking the "ShareThis" icon below.

10 Takeaways From the 2011 Emerging Practice Seminar

CultureLab, a partnership between an informal consortium of arts consultants and the Cultural Policy Center (CPC) at the University of Chicago, recently held an 'Emerging Practice Seminar' in April. The organization was formed to break down the silos of research, policy and practice, and create a new capacity and approach to tackling challenging issues. The topics at this year's seminar were:

• Uses of technology in audience engagement
• Revenue management and dynamic pricing

The seminar's website features all of the speakers' presentations (both videos and slides) and is an extremely helpful resource!

Here were my top 10 takeaways from the 'Use of Technology in Audience Engagement' portion of the seminar.

1. Embrace technological innovation, there's nothing to fear! Tim Roberts of ARTS Australia provided an introduction to the day's topics. Tim's introduction called attention to the unfortunate fact that any arts managers and organizations still view technology as something they are fighting against. He quoted NEA chairmen Rocco Landsman as saying "the arts are battling the technology invasion". Roberts argues that many also believed cable television to be the death of television and photography to be the death of painting and that technical innovation has not caused the death of an artform but has contributed to its spread and created new audiences.

Uses of Technology in Audience Engagement - Tim Roberts from Cultural Policy Center on Vimeo.

2. Engagement is an ongoing process: Technology is least effective when it's not used in a proper context of engagement. This process of engagement often begins prior to the audience coming through the doors. Likewise, the process shouldn't end after the performance or visit ends. Technology can help to provide context to a piece of art or performance, personalize the experience and even augment the experience. There are many options when it comes to sustaining a deeper level of audience engagement.

3. Layered Arts Experiences are cool! This type of technology has been extremely underutilized in the performing arts sector. Layered Arts Experiences offer audiences options for real-time assistance imperative during arts programs. They can come in the form of supertitles for opera and dance performances. The Columbus Symphony Orchestra had a device called the 'Concert Companion' which enabled patrons to read something about the piece they were hearing as they listened to the concert.

4. Museums continue to lead the way when it comes to adapting technology: Another common theme during the seminar was the overwhelming lack of technological innovation in performing arts organizations. Even though there were examples of organizations using layered arts experience tools and mobile interactions, it seemed as though they were few and far between and many had even stopped using these tools.

5. The verdict is still out on Tweet Seats: A 'Tweet Seat' is simply a seat reserved in a theater for Twitter users. Tweet Seats have many benefits, including: encouraging a younger audience demographic to get involved in the performance, having this demographic spread the word about the performance to their Twitter followers, and cutting down on distracting other audience members by blocking off a section for Twitter users. The question, however, remains whether or not people can truly become immersed in a performance if they are multi-tasking with other technological devices.

6. Mobile Interaction isn't just limited to QR Codes in Museums Ron Evans of Group of Minds had some great ideas about ways to engage audiences via mobile devices. Evans suggested placing a QR Code on tickets for previews of the show. Evans also suggested distributing digital keepsakes after shows. He also discussed the importance of using these mobile technologies in the proper context of audience engagement. Unfortunately, most technology has focused on the pre-performance and pre-sale with the sole intention of making the sale and increasing attendance. Engaging audiences should also involve increasing their understanding and appreciation of an artform. The 'during' and 'after' is just as important to leading people to the next experience.

Mobile Interaction: adding content and context - Ron Evans from Cultural Policy Center on Vimeo.

7. Location Based Servies has a long way to go: Devon Smith presented the findings of a research study she conducted on arts organizations using location based services. Location Based Service is simply a service that uses the geographical position of a mobile device (Foursquare, Yelp, Google Maps). Applications like Foursquare can be useful in providing real-time analytics on the demographic of those who are "checking in" to a venue. Smith's study found that only 36% of the 76 nonprofit theatres she tracked, had properly claimed their venues on Foursquare, yet 97% of the venues had a mayor. Even though claimed venues had 3% more activity, the real-time analytic information could be very useful to any organization.

8. Blogging Isn't Dead!: Thomas Wickell of Malmo Opera shared one of the most interesting case studies of the day. Wickell emphasized the importance of viewing the stage from the audience's perspective as opposed to looking out at the audience from the stage. With this key distinction in mind, Wickell and his team found that the audience they wanted to attract was not responsive to traditional channels of advertisement (newspapers, television, etc). Since most of their target audience were highly engaged online, the team created a blog that was centered around the life of a character in an upcoming opera. The blog became so popular, at one point in time, traffic to the blog surpassed that of the company's main website! The staff even invited readers to a ceremony for the character (since she does not survive) and over 100 people came to pay tribute to her life. The blog can still be found here!

9. Technological Innovation Often Requires a Culture Change Within an Organization : Linda Garrison and Thomas Weitz at Steppenwolf Theatre gave an overview of helpful practices for creating video content. An important theme during this presentation was the importance of finding allies when seeking to implement any changes. Whether designing a new video campaign or placing QR codes on marketing material, implementing new technology can often mean a culture change within an organization. Finding out who your champions, advocates and contributors are beforehand can make a world of difference when proposing any sort of change. It's also well worth your time to watch the Steppenwolf videos here.

10. Know Your Target! The Steppenwolf and Malmo case studies highlighted the importance of understanding who the target audience is prior to implementing any of the strategies and tools listed above. Steppenwolf researched and found their audience tended to be highly educated, comfortable with direct marketing and confined to a very specific geographic location. As a result, Steppenwolf decided that an online video campaign could be effective in engaging their audience. The Malmo Opera worked backward and began by envisioning what type of audience they wanted to attract. Either way, this process is extremely effective when the target audience is clearly defined.

Ticket Buying Comes to Facebook

Ticket_Force_Logo

TicketForce

Concert promoters, venue managers and artists are still reeling from the historic LiveNation-Ticketmaster merger. Many feared that the merger would result in a ticketing monopoly that would force venues to raise ticket prices and only use the Live Nation-Ticketmaster service if they wanted to book a Live Nation artist. Almost a year later, a recent Chicago Tribune article indicated that ticket prices have not yet skyrocketed and independent promoters are still thriving. While there is still a fear that the worst may be yet to come, the merger hasn’t deterred venues from pursuing other options when it comes to choosing a ticketing platform.

One of the more innovative platforms is Arizona-based company,  TicketForce, which describes itself as a ticketing solution for venues  and promoters of all sizes. The company designs fully customizable  ticketing applications that allow venues and promoters to effectively  build their own brands. They recently launched a Facebook app that will  allow clients to sell tickets directly from a Fan Page. This application  allows clients to add a ‘Buy Tickets’ tab on their Facebook Fan Pages  so that fans won’t have to leave Facebook.

The app has several benefits:

• Once the purchase is completed, a custom notification is posted to your customers’ Facebook Wall or Twitter feed that tells all of their friends about their ticket purchase with an image and link to buy tickets, too.

• Buyers are able to search for events in a specific area, choose seats, and securely purchase tickets without ever leaving Facebook.

• All active events are pulled automatically from your Ticketing Home and sales are fully integrated into your existing web sales.

• Customers are prompted to share their purchase with their Facebook friends as well as on their Twitter stream

As the company illustrates:  With 500 million Facebook users, more  than 600 tweets every second, and  665,000 blogs posted every day – social media is  your most powerful sales  tool. TicketForce's latest innovation is capitalizing on social media sales opportunities and making it easier for small and mid-sized venues to find viable Live-Nation/Ticketmaster alternatives.

Behind the Scenes: The Virtual Orchestra Project

Emmy-nominated, Canadian composer Glen Rhodes hopes to "bring the world together through music" with his groundbreaking Virtual Orchestra Project. Though you may be familiar with similar projects, like the Youtube Orchestra, Glen's Virtual Orchestra is one of the most unique and exciting examples of arts and technology collaborations to date. I recently had the opportunity to interview Glen about the virtual orchestra, and today we will get an exclusive sneak peek behind the scenes of the process.

How exactly does this work?

The Virtual Orchestra begins with musicians across the world.  Musicians play their individual parts of the same piece, follow the same conductor on-screen, record their part, and then submit the finished part.  Then, it's up to me to piece together the audio and visual elements.

The recording takes place in the personal home studio or office of each musician. Orchestra members do not play live with any other instrumentalists. The music for their instruments is available on a main "app" for download as a PDF file. After printing the score, the musician watches a conductor on screen while listening to a computer-generated rendition of the entire piece through headphones (in order to prevent the music from feeding back into the microphone). Once the video is complete, information is entered (in order for musicians to be properly credited), and URL to the YouTube upload is sent to me. That's right - all videos are going to be submitted to YouTube to make intelligent use of their conversion abilities, and bandwidth.

What got you interested in starting this project?

I started this project for three reasons.  One, I genuinely wanted to hear one of my works performed by a real orchestra.  Two, I saw a genuine opportunity, as both a composer and a software developer / author, to accomplish something that had never been done in this form before. There have been virtual concepts; the virtual choir, for example, but I wanted to see an entire orchestra playing my piece, so rather than the soprano, tenor, also and bass of a choir, this would be a piece consisting of 16 or more individual voices.  Third, as a working composer for television, I found it frustrating spending hours trying to "create" an orchestral sound, which is what the shows are all after, without actually having an orchestra. So I thought, "I wonder if this, once established as a 'musical network', could result in music being recorded in a beautiful and authentic way, no fake instruments, but a genuine orchestra. Something people just don't usually have access to.

But, there's another, major side to this that can't be viewed through technical goggles....

I didn’t know why, or perhaps, understand why I started this project until I started getting submissions. It wasn't until I started to hear the small pieces of my humble piece fit into place, and most of all, realized that each one was exactly correct, like pieces of a great puzzle. There have been contributions from Asia to South America and so many other places, yet each come together in a common virtual place.

This is not a piece I have heard performed a thousand times; nor is it a piece the world has heard a thousand times. It’s the first time, and it’s a global union, a project of peace and triumph. As a human I hear so many varied voices, and they’re all speaking the same language of music. As a composer, I am in awe and humbled to bring these pieces together in … perfect harmony.

I believe this project serves a purpose, and we all have yet to see what it will be.  Not because the music is profound, but because the human union is consummate.  It embodies the purity of energy in us all. The candid effort made by each musician is so sincere and contains a lifetime of practice, perfection, pain and satisfaction. I see it in their faces. Some with tears running down their faces as they play, and listen to the guide track.

With the energy put forth in the art, idealism is being created. An idealism of peace through universal connection. As long as the trio of the music, the conductor, and the musicians are balanced then all there can possibly be is harmony and complete anti-conflict.  Perhaps VOP is my voice... my Voice Of Peace.

The Conductor's View

What the conductor saw while looking around. The tripod is the base of the camera. All around the room, scattered pieces of paper indicate where the instruments are seated, so that he can cue and point to them in a spatially accurate manner.

How will people find out about this? Social Media? Traditional Advertising?

People are finding out about it through other people. That's the most amazing part! People are telling other people; who are telling other people - and word of mouth is spreading the message. Instrumentalists who want to play, listeners who want to hear; and simply the interested who want to know, are all taking interest, and spreading the word.  My inbox is inundated. Already, in two weeks, it has surpassed my expectations.  Now I'm just going to let it keep going; and see it play out. See its purpose unfold, so to speak.

What benchmarks will you use to keep track of "successes"?

The benchmarks of successes are changing rapidly. It was initially when the first sheet music was downloaded. Then it was when the messages and friends showed up and then subscribers. The big moment was the first 'submission' - from Taiwan, I heard my Flute 1 played beautifully. And it keeps accellerating from there; it's the bandwagon effect. Once people know that other people are interested, then they become interested. Nobody wanted to be 'first' - but then it happened, and now, it's steady.

So my personal goal was to hear even one single instrument play one single piece of sheet music from the piece; but that's now surpassed. The goal now, I suppose is the 'deadline', currently set at June 1st.  But I may reach an orchestral scope long before then, and then I may just keep going! Let it be the first 500 piece orchestra! It's striking a chord with people somehow.  (No pun intended.)

What have been some challenges along the way?

Initially, it was in the composition, which was composed for sound that computer could do well. Translating that to sheet music presented some challenges. But after consulting with some orchestrator and conductor friends, we found the voicing that split my five horn chords, for example, into a more even spread across the brass spectrum. And that's one example.

Then there was the entire aspect of programming the entire system that would automate the process for me. Assigning numbers to parts (piccolo=1, flute=2, etc.), using international IDs for countries (US, CA, MX, CZ, ZA, etc.); creating the conductor video, which all had to be made before a single aspect of this could be released.

Then, there was a learning process along the way. Originally I thought a simple description, a few posts on Facebook would get the whole thing rolling. I was wrong. People needed to have a reason to listen to me. So I listed some of my credentials (2 time Emmy nominee for music, composer for the Oprah Winfrey Show, Dr. Oz, etc.).  That increased the interest, but just the general, untargeted interest. I needed musicians.

So I took a two pronged approach.  First, I approached the music departments of almost every major college and university, and asked if they'd spread the word amongst their students. That was mixed, partially because I was missing the third piece of the puzzle ... a visual.  Despite the fact that I could not actually produce a video, I had the computer rendered song, and I had the conductor. So I found as many agreeable photo subjects as I could of instrumentalists, and created the final 'look' (which will definitely not be final, in the end).  But at least then people understood what a virtual orchestra was, how it would look, and, how it might sound.

Armed with the:

1. Credentials - Here's why you should listen to me.
2. Example - Here's what it will look like.
3. Description - Here's what to basically expect the process to be like.

I finally got momentum. It's paradoxical; humans avoid 'effort' - but the more people who've done it, the more likely they are to make the effort.  So, at first I imagine many of the submissions didn't do it because they simply didn't want to go through the effort of setting up the camera, the sheet music, practicing a bit, recording, uploading.. But, as people are beginning to submit, the effort is becoming not so bad, and worth being part of the whole.

And I've had an unexpected help from the numbers of people who simple love the idea. Just the idea alone. Like the old Coke commercial from the 60's, they see the benefit of a world 'playing' together in perfect harmony - and want to be part of that experience. These are not my participants - these are my word-spreaders.

Technology in the Arts thanks Glen for his time and generosity in providing us with such an intriguing interview. Make sure you take a minute to subscribe to the Virtual Orchestra Project's Youtube Channel !

A Guide to Mobile Marketing, Pt. 2: Check-In Platforms

In part 2 of this Mobile Marketing Series, let's examine the value of two mobile-based check-in platforms: Facebook and Foursquare. We'll take a look at how to properly set up your organization on these platforms and explore some creative ways to run check-in campaigns. Foursquare

As of December 2010, Foursquare reported over 5 million registered users worldwide. These users often use the platform to see what their friends are up to and discover nearby businesses and organizations that may interest them. Foursquare allows users to "check-in" via their mobile phones, collect points, let friends know where they are, and earn badges.

Foursquare Screenshot

Here's how to get your organization setup properly on Foursquare:

• To register with Foursqaure, visit: http://www.foursquare.com/businesses.
• Registering with Foursquare allows you to edit venue information, view analytics, activate and deactivate specials, and add employees.
• One of the most valuable benefits to registering your organization is the ability for venue owners to view real-time stats like: total daily check-ins over time, your most recent visitors, your most frequent visitors, gender breakdown of your customers, what time of day people check in and the portion of your venue's check-ins that are broadcast to Twitter and Facebook
• Bonus Tip: Just as with Google Places, your check-in campaign will be most effective if you ask customers to check-in. During the registration process, a business may request for Foursquare to mail them a free promotional sticker that invites users to check in.

Make sure to claim your FREE sticker when you register!

Facebook Places

Another popular mobile check-in platform is Facebook Places. A recent Merchant Circle survey (the largest online network of local businesses owners) suggested that Places is gaining popularity over other check-in services like Foursquare and Gowalla.

Facebook Places Screenshot

Here's how your organization can get setup in Facebook Places:

• To claim your Place, search for your business name on Facebook via the normal Search bar.  If your business’s Place already exists on Facebook, click on it to  visit its page. At the bottom left side of your Place there will be a  link that says "Is this your business?" Click on the link and you will  be directed to a claiming flow.
• By claiming your Facebook Place page, you can manage your place’s address, contact information, business hours, profile picture, admins and other settings.
• Facebook also allows you to merge this Place page with any existing Facebook Fan Pages you may have. To do this, visit a place that you have successfully claimed, and scroll to the "Merge with existing Page" link in the left side navigation menu. Click this link, and a prompt will appear to walk you through the process.
• Bonus Trip:  Facebook offers a fantastic resource on offering deals after you set up a Place page.

How Arts Orgs Are Using Check-In Platforms

Here are a few examples of how arts organizations are currently using check-in platforms:

• Austin-based film and music festival South By Southwest decided to turn this process into a game.  The festival's website lists what types of badges users can compete for. In addition to competing for badges, points are also awarded to users who check in at unusual places or at early hours of the morning.
• The Whitney Museum recently partnered with FourSquare on creating a custom badge. Users who unlock this badge can present their smartphones to the front desk and redeem a $5 admission to the museum. This is a great example of how organizations can offer deals to customers.
• Brooklyn Museum      offers great incentives for customers who unlock the coveted 'Mayor' badge. Foursquare mayorships are awarded to customers with the most days checked into a venue over the last 60 days. If a customer is Mayor on their Target First Saturdays events, they can receive a 1st fans membership for one year. Brooklyn Museum's community page also utilizes      FourSquare's API to show who has recently checked in, what badges their customers are unlocking, and who has obtained the title of 'Mayor'.
• These types of services could also be used for arts events like gallery crawls or for arts organizations to partner with local restaurants. A gallery crawl could provide a similar type of adventurous environment where users could compete for special badges and earn points based on how many organizations they check-in with during the span of the crawl.

So what about your organization? Are you registered with location-based social media sites?  If so, how are you using your presence there?  (Please, share your thoughts and experiences in the comments area below.)

In the upcoming parts of this series, we'll take a look at QR Codes, SMS, and mobile app creation!

A Guide to Mobile Marketing, Part One

This is the first in a multi-part series of articles exploring various tools and tactics for promoting and marketing on the mobile web.

From museums and opera companies using QR Codes to festivals using Foursquare to launch a musical scavenger hunt, it's becoming apparent that designing a mobile marketing campaign can be one of the more challenging, creative and rewarding ways to engage customers.

Consider some of these recent findings:

• A Nielsen Company report recently indicated that U.S. smartphone penetration will be over 50% in 2011.

• Diana Pouliot – Director of Mobile Advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment

• Mobile campaigns are capturing an increasing level of consumers' attention across key metrics:  mobile ad awareness reached 31% in 2010, up from 14% in 2009 and 16% in 2008.

US Smartphone Penetration Graph

Smartphone Use On the Rise!

As smartphones increase in popularity, users are often utilizing this technology to discover local events and local businesses that may interest them. This has resulted in an increased demand for businesses wanting to implement effective mobile marketing campaigns. In this blog series, I want to examine what tools and strategies arts organizations can use to implement effective campaigns.

Location Based Tools

One of the most popular uses for smartphones is generating directions to and/or information about local businesses. Here are two tools that organizations can use to elevate their visibility to smartphone users.

1. Google Places:

With the recent launch of a Google Places App for both the iPhone and Android platforms as well as a scheduled Google Maps update for the Android smartphone, the importance of having an up-to-date listing in Google Places is extremely relevant for an effective mobile marketing campaign. Below is a screenshot of the Google Places app in action:

Google Places Iphone App

To ensure that your organization appears in a Google Places mobile search, you must first make sure that you register with Google Places online. Here's a quick overview of how to get started

• Claim your business by verifying your listing
• Add pictures and videos to make your Place Page more compelling
• Review the Google Places Getting Started Guide for any other questions
• Bonus Tip: If your organization receives a certain amount of positive reviews, Google will mail a window decal with a personalized QR Code. 200,000 businesses have already received these decals.
• Bonus Tip #2: An easy way to boost your rankings in a Google Places Search is to make sure your business is properly listed in online directories like Yellow Pages and City Search. Google indexes these "citations" in order to determine what is most appropriate to a user's search query

Google Places QR Code

• Bonus Tip #3: According to a recent article on Mashable.com, Google Hotpot - recommendation engine and ratings/reviews system for places - has "officially gone worldwide."  Hotpot integrates with Google Places and also appears in Google search results.  Here's a brief overview of how Hotpot works:

2. Yelp Another popular app for smartphones is the local search platform, Yelp.  The company has reported that more than 41 million people visited Yelp within the past 30 days (as of December 2010). Yelp also reports that 27% of its searches come from its iPhone application. Businesses can setup free accounts to post pictures, special offers and send out messages to customers.

Yelp Apps

Just like Google Places, businesses owners must first register their organization on Yelp's website. Login to Yelp for Business Owners in order to create a listing for your business. One of the major challenges with maintaining a Yelp and Google Places profile is encouraging patrons to leave positive reviews. The easiest way to receive reviews, is simply to ask for them.

In upcoming posts, we will be examine: effective 'check-in' campaigns on services like FourSquare and Gowalla, how to set up QR codes, developing mobile applications, and how to run effective short code (SMS) campaigns.

Want to Reach [insert ethnic minority group here]? Try Being Relevant

Perhaps one of the most difficult and sensitive topics in the arts community is that of building audience diversity. As national celebrations like Black History month approach, artists, arts managers and arts organizations often brainstorm for ways to reach out to and include minority communities in their organizations, especially if there is special programming during these celebrations. As the Pew Research Study indicates,  minority groups do have a strong presence on Twitter, with 13% African  American and 18% Hispanic. There are also a host of groups within the LinkedIn and Meetup platforms that are exclusively for minority professionals. Many arts marketers are concerned that targeting groups of people based upon their ethnic background can come across as unethical or forced.

An example of one such social media marketing tactic popped up in my Inbox earlier this week courtesy of Thomas Cott's clipping-service "You've Cott Mail."  In this Clickz article, Giovanni Rodriguez suggests that using hashtags is an effective way to reach the Latino population on Twitter.  While the article appears on a website with general marketing advice that is not necessarily specific to the arts,  its inclusion in an arts-related clipping service suggests that this practice should be considered by arts managers.

The screen shot below shows one of these hashtag-driven discussions in action.

Hashtags in Action

Hashtags in Action

The bottom of the screenshot shows a promotion for the Broadway musical Women on the Verge of a Nervous Breakdown using the hashtag "#latism."  An important thing to note is that the user promoting this event is NOT the Belasco Theater or the musical's production company, it is another person promoting Latino Events in general. While this musical is certainly relevant to the Latino community, the message is especially relevant coming from a community insider.

As an African American female who frequently uses Twitter to discover cultural events in which I may be interested, I can see how "community insiders" could either be offended or altogether ignore this type of "hashtag marketing" from someone outside of their community.  A random #Black or #BlackHistory tag from an organization I'm not familiar with would probably be ignored.

Reaching out to a key influencer or community-recognized group is a more genuine and relevant approach for social media campaigns.  One possible workflow might be:

1. Define the target audience (young professionals, African American women, Hispanic youth, etc.)
2. Pick an appropriate social media platform (Twitter, LinkedIn, Meetup)
3. Find and connect with a key influencer on the platform (for example: @LatinoEvents or @ElementsofJazz on Twitter)
4. Find and connect with relevant niche groups on the platform (for example: minority professional networking groups on LinkedIn and Meetup.
5. Offer Value.  A great example of this is to host a special pre- or post-event gathering exclusively for these new community members whom you targeted.

This type of strategy boosts an organization's credibility within the communities to which they want to develop connections. It is also a more genuine way to build relationships.  As my colleague Amelia Northrup pointed out in a previous article on this topic:

At long last, the diversity question has come around to the classic “old vs. new” debate.  When faced with declining arts attendance, is it better to “pick the low-hanging fruit” and focus on maintaining and growing our existing audience demographics (”the more return on investment for less energy” approach) or make a long-term investment in trying to attract new groups of people to our performances?

Cultivating new audiences may be a daunting and often challenging task, but it is one of the most worthwhile investments that any organization can make.  A relevant and genuine outreach campaign is the first step in this important process.

Rise of the Masters

Rise_Of_The_Masters_Logo

As the controversy surrounding internet piracy continues brewing, music industry officials and musicians continue to find new ways to promote and profit from their work. Digital downloads are one tool that make it easier for musicians to connect with and cultivate a fan base globally. The Recording Industry of America reports that there are more than 400 authorized digital music services worldwide offering more than 12 million songs. Digital sales compromise nearly one half of total revenues for the music business in the United States.

Digital downloads aren’t just for "current musicians", however. Apple’s recent acquisition of The Beatles music catalog resulted in 450,000 copies of Beatles albums and two million individual songs being sold in the first week alone.

Another exciting entry into the digital download market is Europe's leading digital label, X5. The label licenses music, acquires various catalogs and refines the material for high end products. This process has allowed them to form exclusive partnerships with and distribute music to companies like iTunes, Amazon, Rhapsody, Napster and Spotify. Since their formation in 2006, X5 has become the best selling classical label in the United States, with a product portfolio of over 200,000 titles. Spotify's principal owner, Northzone Ventures, is also investing 7 million Euro in the label.

In December of 2010, the company launched their latest classical music series entitled Rise of the Masters. Rise of the Masters is unique in that it highlights the works of twelve of history’s greatest composers, including Mozart, Beethoven and Bach. The recordings feature some of the world’s greatest orchestras including the City of London Simfonia and the Amsterdam Sinfonietta as well as soloists Freddy Kempf, Torleif Thedeen and Monica Hugget. The downloads are available via the iTunes Store and all other major online retailers. X5 has also launched a Twitter account, Facebook page and iPhone app to promote the series.

While digital downloads are certainly helping the music industry to regain a bit of financial ground, series like Rise of the Masters seeks to accomplish a more important goal. The music label aims to "animate the digital custom base and reinvent digital  music worldwide." X5's use of social media, modern artwork and mobile apps to promote the series are engaging a new generation of listeners and hopefully encouraging these new listeners to patronize their local arts organizations.

7 Steps to a Successful Facebook Ad Campaign

facebook-ads

Finding new sources of traffic for a website or social media profile can be a challenging task for both novice and experienced web marketers.  Facebook Ads are powerful, yet often-overlooked, tools for internet marketing campaigns. Here is a quick overview of Facebook Ads' benefits:

top5sites-timeonsite

• Increased Exposure: Facebook continues to be the #2 ranked website in the world for web traffic according to Alexa.com.  Of the top 5 highest-traffic websites in the world, users spend more time on Facebook than any of the others.
• Increased ROI: Facebook Ads are 25-50% of the cost of running a Google Adwords campaign.  A Google Pay-Per-Click campaign can sometimes cost $1 per click.  A typical conversion rate (from clicking to taking action) would be 2%.  Spending $3,000 for 3,000 clicks therefore, may only result in 60 people taking action (opting in for your email list, purchasing tickets to a show, making a donation, etc).  A similar campaign on Facebook Ads would cost around $10 for 1,000 clicks. You can also choose to run a CPM campaign which calculates a cost based on how many 'impressions' you want to make on users. Impressions are geared more for marketers who want to raise awareness about their brand. The Search Engine Journal provides more insight into this topic. Here's a great visual from their article.

fbvsadwords

Note: Geo= Geographical Segmentation and Keywords= the word or phrase a user types directly into a search engine. Facebook Ads can only target what someone has already indicated they are interested in (theatre, live music, art galleries, etc).

targetin-facebook-ads1

targetin-facebook-ads2

• Targeted Demographics:Facebook Ads provides a precise way to segment your market. From musical interests to relationship status, there are an endless amount of ways to run a market segmentation. Here is a detailed listing of your targeting options.
• Less Competition: Facebook also has an advantage when it comes to your levels of competition. Facebook has an estimated 1/20th of the advertisers that Google has. Here are some other fascinating statistics from the internet marketing blog HubSpot.

If you're considering running a Facebook Ad campaign or are struggling with your current campaign, here are seven steps to help you make the most of your efforts:

1. Run More Than One Ad: As Robert Gore discussed in our latest podcast, it's a great idea to run 5 or more ads for each market segment you choose. Test each ad's performance to see which one has the highest success rate.

2.Choose a Compelling Image: Keep in mind that, unlike Google, the Facebook audience generally isn't logging on to shop for products or services. You must engage a user from the start. This process begins with your headline and image. Here's a great image from an ad run by the Pittsburgh Public Theater. The image conveys high energy and enthusiasm and raises curiosity about the show.

Sample Facebook Ad

3. Direct Traffic to a Relevant Landing Page: Make sure that the landing page users are directed to after clicking through on your ad is relevant to what was being advertised. Consistency is key. It's up to you to select the most appropriate landing page. It could direct traffic to an outside website or to your Facebook Fan Page. Landing Tabs on your Facebook page can be particularly effective. For more information on creating a Landing Tab, you can refer to Facebook's Help Section or listen to our webinar recording on making the most out of your Facebook page.

4. Optimize Headlines: Marketing Experiments blog author, Hunter Boyle, suggests that the objective of your headline is "not to sell but to connect with your reader." Here's a great article that expands on this principle. One of the best ways to engage your reader is to pose a question in the headline.

5. Consider Your Targets Carefully: In the first tip, we recommended running more than one ad. It's a great idea to test your ads on different market segments too.

6. Make a Compelling Offer: If you are more concerned about click-through rates as opposed to impression levels, then you should consider making a compelling offer in the body of your ad. Just be sure that the landing page follows up on this offer.

7.Track Your Results: Some internet marketing experts, like Ryan Deiss, suggest you should delete any ad with a  click-through rate below 2% after a week of running it. This may not apply if you're more concerned with making an impression. Always be mindful of your campaign's goals and re-calibrate your strategy accordingly. Small business expert and author, John Jantsch, suggests using Google Analytics and Google's URL builder tool to monitor the effectiveness of any ads that direct people to a link outside of Facebook.

Update: 

For a step-by-step video on making a Facebook Ad, check out our mini-nar: Making Facebook Ads and Diving into Analytics.

Four Quick Tips for Launching a Crowdfunding Project

godspell_logo_sm2

Broadway producer, Ken Davenport, recently surprised the theatre world with his decision to launch a crowdfunding campaign to produce a revival of the musical Godspell. The ambitious project is hailed as the "first-ever community-produced Broadway musical" and will probably not be the last of its kind. Crowdfunding, it seems, is here to stay. Crowdfunding is essentially the pooling together of financial resources via the internet. Typically, the project manager solicits financial donations from the public via a web-based platform. Crowdfunding can be used to fund just about any type of project, whether its reviving a Broadway musical or financing a band’s studio time. While the idea of pooling together financial resources from the larger community to fund an artistic project is certainly not a new model, the internet is putting a new twist on things.

Here are 4 quick tips to consider before you or your organization embark on a crowdfunding campaign:

1. Choose an Appropriate Platform: There are many platforms to choose from for your crowdfunding campaign. Kickstarter and IndieGoGo are two of the more popular platforms. However, it's not always necessary to sign up with a third party. It is possible to launch a campaign through your own website, but strict securities and exchange commission regulations may make this option trickier. It's important to gauge the specific needs of your project and organization prior to choosing a platform.
2. Be Aware of All-Or-Nothing Policies: If you decide that a platform like Kickstarter or IndieGoGo is the best way to go, then take the time to become familiar with their policies. Platforms like Kickstarter and Rockethub have an "all or nothing" policy that requires a project to meet ALL of its stated fundraising goals in order to receive any funds.  If a project falls short, then no money will be collected.  Other platforms like IndieGoGo allow you to keep the funds you raise, even if you do not meet your fundraising goal.   Some artists and groups find Kickstarter’s “all or nothing” structure to be a great motivator.   Others consider it a potential waste of time if their goal is not met.
3. Consider the Legal Ramifications: While services like Kickstarter and Indie GoGo make it virtually painless to launch a campaign, it's always a good idea to make sure your legal ducks are in a row. Depending upon the complexity of the offer, you may need to meet particular requirements.  Since the donors are considered investors in the Godspell production, Davenport's offer had to be reviewed by the Securities and Exchange Commission before it could be presented to the public.
4. Read the Fine Print! Some platforms do have fees and other hidden costs associated with their services. Take the time to understand the economic model that the service is operating on -- fee structure, donation collection process, funds disbursement, etc.

Google URL Builder - Deeper Tracking for Your Analytics

analytics_logo

Google Analytics has emerged as the industry's leading tool when it comes to web analytics.  The platform's easy installation process, in-depth reporting features  and user-friendly interface make it a marketer's best friend.  Among the many reporting features in Google Analytics is the ability to chart where your website's traffic is coming from. Google URL Builder is an often overlooked platform in the Google toolbox that can help organizations measure the effectiveness of their web presence. URL Builder is primarily tailored for tracking internet campaigns that fall outside of the pay-per-click or Adwords realm.

URL-Builder-1

Here's a quick overview of URL Builder:

• Works in conjunction with Google Analytics to provide advanced metrics for measuring the performance of a specific URL that you will “build”.
• Allows you to  chart the traffic for particular pages within your website and determine which communications channels provide stronger traffic per page.
• Allows you to enter tags for detailed tracking, particularly Campaign Source, Campaign Medium, and Campaign Name.
  • Campaign Source indicates the originating source of the traffic.  Does it come from your organization?  Is another organization promoting a web link on your behalf?
  • Campaign Medium is useful for charting how much of the campaign's traffic comes from different locations.  Did the traffic come from e-mail, web ad, Facebook, Twitter, etc.?
  • Campaign Name is a short description for the campaign - often one to three words and often a distillation of the link's page title.
  • Google processes this information and provides you with information about the performance of your unique URL including its bounce rate and conversion

For example, here's the information that we will assign to a URL campaign for the article you are currently reading:

• Campaign Source: tita -- We use "tita" to indicate when Technology in the Arts is the originating source of the traffic.
• Campaign Medium: twitter -- The medium area is where we indicate if a link will be shared on Twitter, in an e-mail, on our Facebook page, etc.
• Campaign Name: GoogleURLBuilder -- Typically, we use a shortened version of our article titles as campaign names for analytics.

Let’s consider some practical applications:

Web Content: It could be very helpful to see how fans and followers on your social media profiles compare and contrast in terms of their interaction with your blog posts, event listings, etc. Simply build a URL for each campaign medium to which you distribute your web content links (Facebook, Twitter, LinkedIn, etc.) and see how your links perform across various sites.

Email Announcements and Newsletter Campaigns: Another useful application could be for tracking the performance of URLs in your email announcements and newsletter campaigns. You would simply enter ‘newsletter’ into the campaign source option. For smaller organizations or independent artists who do not utilize broadcast email service providers (like Constant Contact), Google URL builder could prove to be a viable alternative for tracking traffic deriving from e-mail communication.

Helping Others: When conducting an interview or mentioning another link on your blog or website, consider contacting that person and asking them if there is a specific URL you should use in your post (in case they have a campaign name established for that page). This will make it easier for them to track how much exposure their blog, website or the interview received based on your posting it.

If they do not have a customized URL for you to use, it is still a great idea to create your own.  Because the web page is being tracked within their Google Analytics data, the campaign data (source, medium, name, traffic information) will appear in their reports.  If you share multiple links from the same website, then using URL Builder for each link you share will allow the organization to see if particular links were more interesting to your communication recipients and site visitors.

Google URL Builder Best Practices

• Always take time prior to setting up a campaign to consider your ultimate goals. Which sources and media will you need to track?
• Reach out to other organizations and bloggers prior to posting a link to their information in your post.  They may provide you with a customized URL designed for their Google Analytics campaign reports.
• Consider if any adjustments should be made in your email, social media and overall web campaigns as a result of the data you collect.
• Spread the word! Share URL Builder with your colleagues to make sure that everyone on staff uses the correct URLs when sharing links.

Want to learn more? Check out our mini-nar:

Using Google URL Builder to Track Your Website's Traffic

.

Internet Revived the Music Video Star

MTV's Iconic Moon Man

On August 1, 1981, America was introduced to the cultural phenomenon of Music Television. The television network revolutionized the world of music programming and would forever change the landscape of the music industry. In addition to promoting music through traditional radio, live performances and albums, musicians began to utilize the medium of television to promote their singles. Independent and underground musicians also took advantage of this new technology by shooting lower budget videos to distribute on local cable access shows that were similar to MTV. The cultural innovation of music videos has since evolved along with the rest of the music industry. One of the most interesting trends is the advent of interactive music videos on the internet. An increasing number of artists and arts organizations have begun examining the ways in which they can engage and connect with potential audience members and fans online. The dynamic, fast-paced nature of smart phones, social media and other technology has prompted this shift to interactivity and collaboration.

Here's a look at three of the most innovative videos on the web.

1:Arcade Fire’s “The Wilderness Downtown”

One of the most ambitious projects comes from the indie rock band sensation, Arcade Fire. The band designed a video that uses Google Chrome, Google Maps and HTML5 standard to immerse users into a unique, interactive experience. The music video (designed to work best with the Google Chrome browser) prompts users to enter the street address of their childhood homes and creates a custom video based on images taken from Google Maps’ Street View of your childhood home.

Arcade Fire Screenshot

Wilderness Downtown Screenshot

Director, Chris Milk (who just produced another collaborative video for Johnny Cash's final studio recording ), has also worked on videos for Kanye West and Gnarls Barkley and is at the forefront of this revolution in music video production.

For more behind-the-scenes information on the shoot, check out Creativity Online's  article.

2. Andy Grammer’s “Keep Your Head Up”

AndyGrammer1

Choose Your Own Adventure...

A slight variation on this theme comes from pop artist, Andy Grammer. The video for Grammer's song 'Keep Your Head Up' is a real life example of a 'Choose Your Own Adventure' story and users can choose what actions they want Andy to take in the video. In November, the most popular choices will be compiled into one video  and the result will be uploaded to Vevo.

While shooting the video scenes for each choice did not require any specialized equipment,  the process of stringing the different choices today required some cutting edge technology. So cutting edge, in fact, that Grammer's label has taken an equity stake in the company that developed it, according to a recent Wall Street Journal article.

Watch (and interact) with the full video, here.

3. The Cold War Kids’ “I’ve Seen Enough”

ColdWarKids3

'I've Seen Enough' was directed by Sam Jones, who also directed a documentary about the band, Wilco. The video, developed in Flash 10, was nicely compressed to cut down on loading times. The interactive bars at the top allow users to mix and match different styles of the same song, from reggae to acoustic. Users can also click on individual band members to mute or unmute them.

Interactive Videos and the Arts...

While some of the technology utilized in the above experiments can be classified as cutting edge, artists and arts organizations shouldn't be deterred from dabbling in creating their own interactive video experiments. One of the most popular ways musicians have interacted with fans is by streaming concerts, informal jam sessions and interviews online via Ustream. Once logged into Ustream, users can interact with the artist and other fans in real-time. Musicians have also encouraged fans to create slideshows set to their music and upload them to sites like YouTube and Vimeo. As open source software and user collaboration becomes more popular, there's no doubt that more and more artists will be producing this type of content.

Social Media Spotlight: New York Theatre Network

Welcome to the second installment of the Social Media Spotlight, our monthly feature focusing on arts organizations’ social media strategies.

NYTN Logo

The global trend of participation in social networks and social media is one to which arts managers have been paying a great deal of attention. With over 500 million active Facebook users, 55 million tweets being sent per day and over 133 million active bloggers in the United States alone, arts organizations and arts managers are growing increasingly interested in identifying ways to engage their audiences and connect to new audiences via social media.

One of the more recent example of the intersection of social media and audience development is the creation of the New York Theatre Network (NYTN). Launched on September 28, NYTN seeks to be “your hub for what’s happening on New York City Stages”. The network focuses specifically on theatre events in New York City, and while any theatre fan can check out the latest happenings, only member theatres are able to upload content about their organization onto the website.

NYTN is unique in that it was designed to be an interactive social network as opposed to a static directory and listing of information. Its Facebook Connect feature enables users to find out what their friends are ‘liking’,  ‘attending’ and/or ‘recommending’ and also allows users to make their own recommendations.

NYTN1

Theatres are also encouraged to interact with audiences as they are able to upload YouTube videos, their Twitter stream, blog posts and an event calendar onto their pages. A gracious sponsorship from Flip Video’s Spotlight For Good Program made it possible for member theatres to record video and upload this content onto their page.

NYTN2

NYTN is the result of a cooperative effort between The Alliance of Resident Theatres/ New York and theatre industry website Theater Mania.  A.R.T. New York Executive Director Virginia Louloudes was inspired by a keynote speech delivered by Diane Ragsdale of the Andrew Mellon Foundation two years ago in which she addressed the decline in arts participation and examined possible solutions for this dilemma. One suggestion was for arts organizations to consider becoming “arts concierges” and help consumers find shows and performances based on their individual tastes.

Louloudes saw an opportunity to create a site that would serve as a “one stop shop” for theatre fans,  encourage a new level of interaction between theatres and audiences, and introduce fans to new theatres and upcoming shows they may not have been aware of.  The project was an extensive one and called for outside funding, workshops with member theatres, and a partnership with Theater Mania for technological support. While such an ambitious project may not be feasible for all arts organizations, Louloudes hopes that the creation of NYTN will encourage arts managers to develop their own social media strategies, especially since most platforms are free.

Those interested in further reading on NYTN's marketing efforts should also consult the following blog articles from Devon Smith, who served as project manager for NYTN and frequently blogs about social media:

Advertising ROI: a case for Facebook Ads

New York Theatre Network: it's launch day!

Online Group Discounts and the Arts

grouponvslivingsocial

Online collective buying platforms Groupon and Living Social have taken the Internet and local markets by storm. Each day both companies feature deals on a wide variety of products and services across the country that consumers can opt-in to purchase. These daily deals are exclusive to certain areas and are not available in some local markets. Since both companies publicize their daily discounts and offers via extensive email lists, loyal Twitter followers, mobile phone apps and Facebook pages, there is an unprecedented opportunity for local businesses to reach and engage new audiences. Groupon and Living Social have made quite an impact in the arts and cultural sector, as a wide array of organizations across the country have run online discount campaigns. Chicago’s prestigious Joffrey Ballet, Arlington Arts Center, the Carnegie Museum in Pittsburgh, Port Discovery Children’s Museum in Baltimore and the Pittsburgh CLO are only a few examples of such organizations.

The rising popularity of Groupon and Living Social among arts and cultural organizations raises a number of questions about incorporating these services into arts marketing strategies.  While bloggers Chad Bauman and Drew McManus have both explored some of the benefits and drawbacks of using online discount services, I decided to pose a few questions to cultural organizations who have used these services.

• Can this service be useful for reaching new audience members?
• If so, how can organizations efficiently track these new customers?
• What if current subscribers and regular audience members decide to take advantage of these lower ticket prices?
• Or what if current subscribers resent that others purchased their subscriptions at a substantial discount?
• Could online discounting actually backfire and decrease revenue?

Most of the arts and cultural organizations I approached with these questions evaluated their online discount campaigns to be successful.  None reported a significant loss in revenue and most reported that the majority of their Groupon & Living Social customers were entirely new to their organizations.  Those that had a positive outcome tended to carefully track customers by collecting their information during the ticket redemption process and entering this information into their database.

Mairin Petrone at the Pittsburgh Irish Festival reports that their recent Groupon campaign resulted in almost 700 people purchasing tickets for the festival.

The Pittsburgh Irish Festival initially decided to use Groupon because of the PR we would receive and because we love to get tickets sold before our festival even starts.  When approached by Groupon, it seemed like we would be silly not to take advantage of an e-blast that would go out to almost 100,000 people in and around the city of Pittsburgh and cost us next to nothing.  Our hope was that we would reach people who wouldn't have otherwise heard of the festival.  I would evaluate our Groupon campaign as successful.

Similarly, Pittsburgh CLO's Cindy Opatick had positive feedback on using Groupon.

Since the CLO Cabaret only seats 250, it is hard to get word of mouth going on a new show and a title that may not be familiar in the marketplace.  The Groupon offer has allowed us to get a larger audience in the first week of a show, which in turn helps with word of mouth for the run of the show.

Although most of the organizations I contacted reported using Groupon to run online discount campaigns, Living Social is proving more viable for organizations who want more flexibility in their marketing.  Here is a quick comparison of both platforms:

Demographic Category

Groupon

Living Social

Gender

77%    Female

60%     Female

Age

68%    18-34

36%     18-34

Education

50%    Bachelor’s Degree               30%     Graduate Degree

44%    Bachelor's Degree                15%    Graduate Degree

Income

29%    $100,000+                          19%    $70K-$99K                          21%    $50K-$69K

32%    $100,000+                          36%    $60K-$100K

Groupon

Living Social

Exclusivity Clause

:

Can’t run any other deal on similar websites (Living Social) for 90 days

No exclusivity  clause

:

Organizations are free to use other services while  running a Living Social Campaign

Can’t change the  fine print

:

Groupon employs a staff of 70 writers to create the text of all  its group deals.

More Flexibility with ad content

:

Living Social is generally more flexible about what organizations can include  in the fine print and ad content

Lower Revenue?

Since tickets are offered at a steep discount, it’s quite possible to lose  money from people who might have paid full price.

Lower Revenue?

Generally the same drawbacks as using Groupon. Living Social typically only  offers deals that are a minimum of 50% off the current price for a company’s  services or products

Costly to  Businesses?

Groupon takes a cut of all products or services sold  although there are no upfront costs associated with running a campaign

Costly to Businesses?

Living Social also  takes a percentage of all products or services sold. Also no upfront costs  associated with running a campaign. Businesses receive a pre-paid check for all  customers who bought 10 days after the promotion is finished

Even though both platforms have their drawbacks, there is overwhelming evidence to indicate both do a stellar job of reaching the ideal arts consumer demographic and compelling them to action.  Jack Fishman, President and CEO at San Antonio Symphony, points out that traditional advertising channels like newspaper and radio are not nearly as effective as they once were in reaching and compelling arts consumers to action.  In fact, 86% of Groupon's clients believe the service to be more effective than print advertising, while 94% evaluate it as more effective than broadcasting advertising.

Since online collective buying platforms are relative newcomers to the scene, it will be interesting to see if more arts and cultural organizations adopt these tools into their evolving marketing strategies and online mass discounts will contribute to sustainable audience growth over time.