Social media marketing in performing art centers
Question 2: Promoting events/services/programming/ticketing
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Question 2: Promoting events/services/programming/ticketing
MySpace
Blogs
Youtube
Social bookmarking
Other
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MySpace
Blogs
Youtube
Social bookmarking
Other Question 4: Increasing brand awareness
MySpace
Blogs
Youtube
Social bookmarking
Other Question 5: Building relationship
MySpace
Blogs
Youtube
Social bookmarking
Other Question 6: Raise funding
MySpace
Blogs
Youtube
Social bookmarking
Other Question 7: Learning interests/values/preferences/brand perception of patrons 76
MySpace
Blogs
Youtube
Social bookmarking
Other Question 8: Other objectives (please specify an objective in the comment box below)
MySpace
Blogs
Youtube
Social bookmarking
Other
Question 9: Please assess the importance of each social media tool with respect to your social marketing efforts on the scale from 1 (not important) to 5 (very important)
MySpace
Blogs
Youtube
Social bookmarking
Other
effectiveness on the scale from 1 (not effective at all) to 5 (very effective)
Increased number of sold tickets
Increased brand awareness
Reduced overall cost of marketing
Attracting visitors from other geographic locations
New partnerships with other art organizations
New partnerships with donation organizations
Expanded market of potential performers
Bigger and stronger fans communities
Other (please specify)
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conversations and stimulate word-of-mouth referrals
Posting questions to initiate discussions on the wall
Announcing online contest among fans
Providing ticket sales
Announcing upcoming events
Posting polls
Commercial banner adds
Providing music downloads
Post video clips
Podcasts
Widgets
Post pictures galleries Other (please specify)
Yes
No
Involves fans in discussions
Provide information about concerts
Promote ticket selling
Posting blog
Other (please specify)
social interaction with your customers?
Yes
No
social media tools?
Yes
No
Active participation on the social networking websites (comments/reviews)
Most loyal visitors of the venue based on a number of purchases/tickets
Number of friends
Geographic location
High level of connectivity/ties with their friends
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Other (please specify) Question 17: Do you design tactics to encourage brand advocates / opinion leaders to pass information to other users?
Yes
No
social media? Open ended
About 5-10%
About 10-25%
About 25-50%
More than half
About 10- 20%
About 20-30%
About 30-50%
About 59-75%
More than 75%
Question 20: If you don’t use social media tools, do you plan to start using them?
Yes
No Question 21: If yes, what social media tools are you going to uses
MySpace
Blogs
Youtube
Flickr
Social bookmarking
Other
Question 22: If you plan to use social media tools, indicate how important each of the following goals are on the scale from 1 (not important) at all to 5 (very important)
Promoting events/services/programming/ticketing 79
Increasing web traffic
Building relationship
Raise funding
Learning interests/values/preferences/brand perception of patrons
Other objectives (please specify an objective in the comment box below)
of social networking websites? Please choose all that apply
Do not see advantage for the company using these sites to achieve major goals
Lack of appropriate knowledge/expertise to monetize social media
Lack of control
Potential threat of leaking corporate secrets
Lack of resources (time/financial/human) to develop/update the content
Other (please specify)
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1.
2.
Booth Amphitheatre 3.
Capitol Federal Park @ Sandstone 4.
Carter Barron Amphitheatre, Rock Creek Park / National Park Service 5.
City of Burbank 6.
Greek Theatre 7.
A concert venue 1 belonged to Live Nation 8.
A concert venue 2 belonged to Live Nation 9.
Los Angeles County Arts Commission/Ford Theatres 10.
Riverfest, Inc. 11.
Starr Hill Presents 12.
South Shore Music Circus 13.
The Cynthia Woods Mitchell Pavilion 14.
Vail Valley Foundation/ Vilar Performing Arts Center
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the respondent to promote events 1 . Announcing show information on our Facebook site before any other creates a value for our FB community and generates more activity all
Did a 3 week social media campaign for our Holiday Celebration - a live 6 hour show that is broadcast throughout southern California and is free to about 10K ppl who come out to see it live. This year, for the first time, we also did a simulcast Web stream that made it possible for people across the country and around the world to view. We had over 80 countries tuning in. Because it's a free event, ticket sales were not important, but rather viewership & interactivity. 3. Our use of social media is very limited and is handled by volunteer members of our media committee. We don't have any accurate means of measuring effectiveness at this point.
In general just being able to use it as a free tool. We are a nonprofit venue so spending money is hard for us. We have had great success on facebook. We grew from 50 fans in January to almost 3,000 today. It took a lot work but it is really a useful tool for us.
Often track pre-sales using specific social media passwords so ROI is clear - had some very successful campaigns (80+ tickets sold from social sites)
Retweets to Win Tickets - helps us expand our network and gets the word out about whatever show we are doing promo for.
Ticket sales promotion.
twitter contests
Have our own website for our concert venue.
. Chose not to disclose 11. Chose not to disclose 12. Nothing particularly noteworthy here. 13. Announcing a Ticket On Sale event and watching it correlate in to big sales in the opening hours of the on sale
We use Facebook and Twitter to announce when new shows will be announced to drive people to our website and get them excited.
Breaking the Pearl Jam show, a great deal of interest was generated by using social media. 16. posted it on facebook
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