Articles

Strategy discovery: use Apple’s Siri to help patrons find your arts organization via mobile voice search

I recently got the new iPhone 4S. One of the most interesting features of the new iPhone 4S is “Siri,” the phone’s digital assistant. Siri is pretty amazing, and I feel that she represents the “next big thing” in how people soon will find information about your arts and cultural organization. 

If you’re not familiar with the concept of Siri, watch the short demo video from Apple:


So, it’s clear that Siri is already pretty darn good at scheduling your appointments, texting people via voice, reminding you of tasks you need to do, and pulling up generic web information. On top of that, she’s just plain fun to talk to. The fact that I refer to her as “she” should say a lot about how much personality she has. Just ask her a knock knock joke.

All of this got me thinking: although Siri is very new (and officially still in “beta” by Apple), what capabilities does she already have for helping a patron connect with arts and culture?

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Siri, what’s playing at the San Francisco Symphony tonight?

Siri, what’s playing at the San Francisco Symphony tonight?

You’ve come to the right place, Siri user!

Tonight at the Symphony:

Katharine Hanrahan Open Rehearsal: Esa-Pekka Salonen and Leila Josefowicz

Thu, Dec 8, 2011 10:00am
Davies Symphony Hall
$22 to $39
Leila Leila Josefowicz 1112Josefowicz, violin

Experience a San Francisco Symphony concert in the making! Open Rehearsals offer audience members a unique perspective on the creative dynamic between orchestra and conductor. Each Open Rehearsal begins with 8:30am coffee and complimentary donuts followed by a half-hour informative talk at 9am.

Two ardent champions of contemporary composition, Maestro Salonen and violinist Leila Josefowicz have collaborated numerous times, and in fact, his Violin Concerto was composed for her. A four movement work that covers a wide range of emotions, the piece, with its “brilliant surface and wonderful sound” (The New York Times), presents a vivid complement to the ever-reverberant sounds of Wagner as witnessed in excerpts from his unforgettable Ring cycle. 

Katharine Hanrahan Open Rehearsal is a working rehearsal. The pieces rehearsed are at the conductor’s discretion.

Conductor/Performers

Esa-Pekka Salonen
conductor

Christine Brewer
soprano

Leila Josefowicz
violin

San Francisco Symphony

Program 

Sibelius
Pohjola’s Daughter
Esa-Pekka Salonen
Violin Concerto
Wagner
Orchestral Excerpts from Der Ring des Nibelungen

Last night:

Siri, what's playing at the San Francisco Symphony tonight?

The San Francisco Symphony Presents American Orchestras
The Boston Symphony Orchestra has a long and storied history of presenting world premieres and of supporting contemporary composers. Elliott Carter’s Flute Concerto, a recent BSO commission, will feature principal flutist Elizabeth Rowe, who was soloist in the American premiere performance by the BSO earlier this year. Also soloing with the orchestra is Richard Goode, performing one of Mozart’s best known piano concertos, No. 25 in C major, a work that later influenced Beethoven’s writings.

For more information, visit the Symphony’s site

This is a test of Siri’s ability to find this page based on the web search “Siti, what’s playing at the San Francisco Symphony Tonight?”

This post will be taken down once tests are complete. Curious about the results? Contact me. And please, go to the Symphony!

How to hold a (successful) “tweet seats” event in the theater

[ Image: Stage Tweets ]

I highly recommend #intermissiontweets on a Friday night

Whether you are a firm believer, casually interested, or crazy-never-in-my-theater against, “Tweet Seats,” are being experimented with at venues across the world. The segmentation of specific seats in a venue to be used by people with their smartphones *during* performance is only a couple of years old, but has created two sharply divided groups. Let’s not debate either side here. For the purposes of this article, you’re considering doing a tweet seats-style event, and are looking for some best practices to make it work (and not tick off the other people in the audience much). I’m also going to assume that you have a good familiarity with Twitter, and have a #hashtag for your event, show, or organization.

The latest experience I’ve had like this went pretty well — I was sitting in the back row for David Mamet’s Oleanna along with nine other Twitterati. I didn’t get to meet everybody, but I did shake hands with the person next to me, and then tweeted to him and vice versa throughout the show. There wasn’t a moderator at this show (see below) and although I tried to get some stimulating conversation going, it didn’t take off for this particular performance. It was still fun, but not the rich experience others have described the close connection of live tweeting can create. Let’s explore ways to maximize this technology and experience.

Invite a group of savvy Twitter stage people

In any tweet-seat event, you need some folks who are Twitter pros to help lead the conversation. It’s likely you know who some of these people are — you may be one yourself. But it’s important to have a couple of trusted folks in the mix along with new folks — don’t just send out an email to your list telling the regular public about your tweet-seats event without stacking the deck with a few trusted folks who are friendly to you and know what they are doing (and can pitch in as Twitter ambassadors if the need presents itself). Participants should be told to get there 15 minutes before the house opens so that they can have at least 5 minutes of real handshakes and introductions (ideal for the folks who will be there 10 minutes late). Remind everyone that each tweet is a mini-critique. I tell folks to be specific about compliments but general about dislikes.

Secure the theater back row

This one is probably obvious. You need to stick folks in the back row so that the light from their screens doesn’t bother the rest of the audience. If your theater is general admission, you’ll need to secure these seats in advance with a card or tape or something so non-twitter folks looking for an easy escape from your theater don’t steal the spots. If done right, the rest of the audience will have no clue that there are active phones in the audience.

Silence the phones, dim the screens

Remind your cadre that they need to dim their screens to the lowest setting, silence their ringtones, and shut off their vibration alerts (we all know we can hear that in a quiet stage scene too.) Either tell folks to do it when they come in, tell them in the curtain speech, or of course tweet it with your #hashtag so that everyone can see it.

Have a tweet-seat moderator/facilitator

This may be the most important point. Somebody, somewhere, needs to be acting as a moderator, a facilitator, and/or a voice of calm reason. This person should be tweeting the whole time along with everybody else, but should be focusing on facilitating interesting discussion, asking questions about the plot or the character or the symbolism or the time period, or what it would feel like to be in that characters shoes in that time period, etc. They offer a catalyst to steer the conversation into intellectual areas. And they answer questions and support the overall experience. You need this. The person doesn’t have to be sitting in the audience too (I’ve seen the stage manager act in this role, or you could be doing it from home). But if you don’t have this, the conversation degenerates into class clowning, show-off tweets that cheapen the whole experience. Let me be clear that 1) you can’t control this sort of behavior and 2) the fact that Twitter is freeform is part of the experience. But you CAN provide the alternative of a stimulating extended-arts experience that makes clowning around the side feature and not the main show.

“Today, the back of the theater is on Twitter” — tell the crowd

You don’t want someone with a special chip on his or her shoulder approaching your Tweet-seaters and barking “Turn your damn phone off!” You should let your audience know that there are people in the back who have special permission to be there and to do that. Point out that they are back there as an experiment, take some credit and mention what a cutting-edge theatre company you are, and remind folks that they are back there so everybody else won’t be bothered. Point out that only folks in the back can use their smartphones, but that if people want to join in on the tweet seats experiment next time, to sign up outside at the concessions table or wherever, etc. With this knowledge in place, I’ve never seen a problem between the traditionalists and the new media camps in the venue.

Let me know if you have any specific questions and good luck — this can be really fun.With these systems in place, you’ll be able to truly test out a live-tweet theatrical event, and minimize stepping on anybody’s real (or virtual) toes.

-Ron

Like this post? Please share it with others who you think might benefit from it, via the links below, and subscribe via email orRSS to receive future updates. Ron Evans is an arts marketing and consumer psychology researcher, and principal consultant atGroupofminds.com Arts Marketing Consultants in Sunnyvale, CA, USA. He helps arts audiences increase their understanding, appreciation, and frequency of attendance through innovative uses of technology.

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Spot me at an upcoming conference? Come up and introduce yourself!

My picks for the top 50 tweets of the Americans for the Arts (AFTA) 2011 Conference

[ Image: AFTA Twitter ]I wasn’t able to attend the Americans for the Arts (AFTA) conference this year, but I did get to participate in the next best thing: following the conversation on Twitter. Lots of great discussion and opinions. But unless you were following 24/7, you may have missed some gems. So, I’ve gone through the entire stream of tweets using the hashtag #AFTA11 (all 2389 of them!) cut out all fat, and filtered them down to my picks for the top 50 most-useful tweets to me from AFTA 2011.

I say most useful because I wanted to separate out things that can be acted on, resources/measurements that can be explored, impactful facts and figures, and new “lightbulb ideas.”  A big thank you to these great posters for posting meaty tweets – If you like something you see, follow the author on Twitter. Up next, the same from the TCG Conference. So here goes, from oldest (pre-conference) to newest (end of conference) order…

My picks for the 50 top tweets from AFTA 2011

1. @twocitygirl What I’m really getting from #AFTA11 is that temporary public art is the way to go.

2. @sparkoc Not attending @Americans4Arts Convention in San Diego #afta11 ? – You can still attend keynotes on FREE live webcast! http://conta.cc/kmEroP

3. @DDombrosky My list of tech resources for arts managers can be found at http://bit.ly/artstech #AFTA11

4. @ansteady Matt Lehrman recommends 2 books for understanding technology: DREAMING IN CODE & GROUNDSWELL. Good laypersons guides. #afta11

5. @FJavierTorres Check out the IMPACTFUL video from this Public Matters Project: http://ow.ly/1tQjk0 #AFTA11 #FOODEQUITY Market Makeovers

6. @FJavierTorres Another Fantastic Public Matters project that helps you see the change in community over time: http://ow.ly/5jLmi #AFTA11

7. @teaoranges Markusen and Gadwa’s Creative Placemaking study: http://t.co/rAggde5 #afta11

8. @FrameDance Higher than I would have guessed @artfulmanager: NEA festival study: 76% of festivals pay their artists. #afta11

9. @createquity +1: This is why we need independent interpretation. RT @artfulmanager: Why does arts research so often sound like talking points? #afta11

10. @ArtsAdvocate_MD How can we work to turn this around? RT @shewhotravels: 22% of businesses expect their arts giving to decrease this year #afta11

11. @wassilyk #afta11 kickstarter soon to introduce curated pages… Organizations will pick fave projects to back

12. @saharjavedani Acevedo states our need for “Inter-culturalism” understanding one’s own culture through the lens of others’ #cultures #afta11

13. @saharjavedani Acevedo gives shout out to @philaculture for reports on Cultural Engagement Index http://t.co/4wzP0hR #afta11

14. @MAinArtsMgt #afta11 Great positive findings on the Strategic National Arts Alumni Project survey SNAAP. Check their website: http://t.co/3PL877Y

15. @wassilyk #afta11 kickstarter, cross-social media promo critical, 40% of unsuccessful projects get 0 pledges

16. @SAHEARTS Kickstarter most common pledge is $25. People like to be a part of the project. “backing a project” #afta11

17. @MNCITIZEN majority of outdoor festivals (77%) occur in towns with less than 250,000 ppl, 60% are free, most held in easily accessed locations #AFTA11

18. @artfulmanager Up first at research session: NEA study of outdoor arts festivals. #afta11 http://1.usa.gov/iH7uMA

19. @IrenicImplement @Americans4Arts….loving the QR code on the button…you just gave me a new idea for our membership drive #afta11

20. @jesskstern Monterey Arts Council starts license plate program to raise $40M for arts ed. Kudos to oregon cultural trust for theirs as well! #afta11

21. @SheWhoTravels Did U know that every tweet ever made is archived @ Library of Congress? Good reason to never tweet pics of yr body parts #AFTA1

22. @ansteady Public art doesn’t have to be expensive. SnoWaffle cost $40: http://ow.ly/5jwHd #AFTA11

23. @MNCITIZEN Good advice: RT @APAP365 “If you’re at…#AFTA11 or any conference this summer, here’s why (& how) you should tweet: http://t.co/Cbm1JjG

24. @MNCITIZEN 34% of arts EDs expect to leave the job in the next 2 years. 10% within the next 12 months #AFTA11

25. @MNCITIZEN Only 32% of arts EDs are hired from outside the organization, the rest are founders or from board or staff #AFTA11

26. @GordonJayFrost The #afta11 sessions on #philanthropy will be available on-demand: http://t.co/id3vwYc

27. @SheWhoTravels Go Marcus! RT“@artfulmanager Sidewalk Poetry project in St. Paul. Turning concrete into canvas. Wow. #afta11 http://t.co/b6mcrgK

28. @trishamead oooh. Direct link to mobil-ready video trailer? I’m thinking how to maximize QR code on coffee s hop poster, i.e. #2amt #afta11

29. @crystalewallis oooh! RT @wkradio: #AFTA11 DO NOT be fooled into using QR Codes >>> Excellent design will always transmit more information. #techfads

30. @teaoranges Prof. dev: Seeking mentors *and* becoming a mentor to others in the field is key to building and elevating everyone’s skills. #afta11

31. @artfulmanager Interesting view of ‘creativity’ as the intersection of originality and impact (PDF file) #afta11 http://bit.ly/krGunP

32. @lisa_hoang Whoa. RT @ArtsAdvocate_MD: Federal Funding for the arts is $0.02 for every $100 of non-military discretionary spending (2009) #AFTA11

33. @PAArchive Hot topic at #AFTA11: the arts as an economic generator in cities that have a high percentage of vacant buildings.

34. @NPAConvention Keep it simple, simple, simple: MT @fjaviertorres: Krug’s 3 laws of web usability: http://ow.ly/5kteT #AFTA11 #NPAC

35. @SparkOC There are about 110,000 nonprofit arts orgs out of 1.4 million nonprofits nationwide #afta11

36. @FJavierTorres Grt infographic on Twitter vs Facebook usage: http://ow.ly/1tRIEl #AFTA11 Which 1 works better 4 ur fundraising/online relationship building

37. @FJavierTorres
Old truth remains true in fundraising: “People give to people!” #AFTA11

38. @namac Trend rising: donors who prefer to give online tend to not want to give any other way and will get peeved if you try! #afta11

39. @ArtsMendo Downward trend in share of population attending art event but volunteerism and personal creation shows an upward trend. #afta11

40. @SparkOC In 2009 41% of nonprofit arts orgs operated at a deficit. #afta11

41. @Americans4Arts @richmintz tells us about his experiences working with @Americans4Arts on ARTSBlog http://t.co/Rs7uCdS #afta11

42. @NPAConvention MT @diasporavibe @pllorenzo: Sharing-Cool Web Apps for Arts & Cultural Organizations #marketing #arts http://t.co/vvo33e3 #afta11 @SDAFF

43. @artfulmanager Managing Media Mayhem session: to track journalists and bloggers online, visit muckrack.com #afta11

44. @saharjavedani Here’s NEFA’s Cultural Count Database http://t.co/O1j9ac6 #afta11

45. @MsRubyC Want to encourage resistant staff members to use new tech? Put it in the review process, where relevant. Heavy handed? Maybe. #afta11

46. @artpride How do you keep up w/ constantly changing technology? Evaluate the tech. you use annually and do your research #afta11

47. @pllorenzo Audioboo: Inspired http://boo.fm/b389975 #afta11 #arts #sandiego

48. @gerlie_irvine Ben Cameron, Doris Duke Foundation – Could sustainability be enemy of adaptability? #afta11

49. @artfulmanager Funny that ‘continuous partial attention’ is a curse for some & a goal for others. At #afta11 it’s the only option. http://bit.ly/7TBhhx

50. @RinglingCollege #afta11 Fischer #SeaWorld notes recent quote “facts don’t persuade people, emotions do”

Like this post? Please share it with others who you think might benefit from it, via the links below, and subscribe via email orRSS to receive future updates. Ron Evans is an arts marketing and consumer psychology researcher, and principal consultant at Groupofminds.com Arts Marketing Consultants in Sunnyvale, CA, USA. He helps arts audiences increase their understanding, appreciation, and frequency of attendance through innovative uses of technology.

Have an opinion about the content of this post? Start or join the conversation on our Facebook page.;

Arts discount-ticketing strategies: what to avoid and why — part 2

[ Image: Discount arts ticketing ]

This isn't really a live ad, just a screenshot for decoration. Had you going there for a second!

In my last post, I spent some time talking about advance sales and discount ticketing strategies, as well as how it’s too easy to train the patron to wait for a better deal if you offer large discounts late in the game. I mentioned that “the right thing to do here is create a marketing strategy that offers the most discount to people who give up the most convenience.” It’s enticing and effective to trade one thing for another (in this case, giving up convenience to get a discount back). I think we’ll see this idea of “trading something for something else” pop up again later on.

I also began to talk about discount ticketing, below, we’ll cover group-based buying programs (the half-price ticket program being an old favorite, and new group-purchase sites such as Groupon.com and LivingSocial that have recently come on the scene).

Half-price theatre tickets: deep discount or exposure to new opportunities?

Half-price tickets are hot. From the TKTS booth in New York City, to your local arts service organization with a half-price ticket list, the idea of “half-price tickets” activates the brain in an exciting way. First, there is the idea of the huge discount — similar to what you might feel when you say a $200 awesome leather jacket marked down to $100. A steal, right? Then there is the idea that they are limited (and we recommend limiting them) — get them while they’re hot, as they won’t be around long. Two powerful incentives to buy those tickets right now!

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