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Building Digital Engagement: Live Streaming and Whole of Organisation Engagement Stuart Angel, Lee Martelli and Christine Young, Auckland Philharmonia Orchestra The Auckland Philharmonia Orchestra’s session will focus on two aspects only of their digital strategy: • the importance of a cross-organisational strategy and how that has been manifested particularly in APO Connecting •Building relevance and engagement with audiences of all ages through moving online, with specific reference to live streaming of concerts. You’ll also hear about the development of the APO’s digital strategy – the process and how all parts of the organisation were involved, from staff to Board, the impact of the live streams and the impact on their audience reach. Aimed at general management, marketers and educators, you’ll leave this session with: • Insight into the 6 key areas of the APO’s digital strategy • An idea of the live stream planning process • 12 learnings in education
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APO - Developing Digital Engagement
Presentation • APO • Process and planning • Measuring and tracking • Live streaming • APO Connecting • Wrap
APO • Auckland's largest performing arts organisation • Full-time professional orchestra – 74
musicians & 25 FTE admin • 41 main stage performances plus APO
Connecting • Live audience of over 100,000 people annually
Process • Why are we doing this? - need to formalise existing digital engagement - right time • Commitment from APO Board • Commitment from APO administration & musicians
Process – Five Stages
Discover Analyse Plan Develop Execute
Discover • Internal audit of APO and current digital usage/
engagement by departments • Recent audience survey • Culture Segments
Analyse - digital eco-system
Social Media
Channels & Videos
Ticket and merchandise sales online
eNews, Sales, education
emails, Customer
comms, Donor
Linking, Social bookmarking,
supporting digital sites
Downloads,
radio
APO WEBSITE
www.apo.co.nz
Plan Develop Goals:
• Embrace
• Choose
• Engage
• Shop
• Enjoy
Plan: strategic priorities A.P.O.
Assess Assess and align APO digital streams & usage
Progress Grow digital streams and engage existing and new customer base
Observe Analyse – Monitor APO digital streams and usage to provide data, and enable forecasting
Develop: measuring and tracking
Use available metrics:
Google Analytics
Facebook insights
Ongoing tracking for digital migration
Tessitura offering insights
Develop: measuring and tracking Custom designed benchmarking for tracking strategy
Execute: cross-organisational activities • Social media – Facebook & Twitter
• Tessitura
• Analysis – web & email
• Mail2 – E-News, concert reminders, APO Connecting
emails, invitations, subscriber communications
• Blog / Pinterest / Instagram
• Online bookings Tessitura
• Hootsuite for integration of social channels
• Live streaming & video
Execute: live streaming
Live streaming: achievements Audience reach Original video provides content for cross-organisational uses: • Fundraising videos • Corporate presentations • Web and Facebook clips • Promotional films – season launch “hot minute” • Play It Again library
Live streaming – learnings Need for process and planning well in advance. Have fine tuned as we have progressed: • Multiple departments involved • Process from live stream to
final edit on Play It Again • Technical issues • Need for experienced musician
camera director • Refined pre-stream and interval
material • Time!
Live streaming partnerships Progress not possible without partnerships: • Sponsorship support from JXLive – production and videography • Radio NZ Concert – sound feed and additional broadcast material –
extended to live stream on their website (further expands audience) • The New Zealand Herald – live stream on website and international
promotion through their networks • Changing relationship with and understanding by soloists, conductors
and orchestra members
Live streaming partnerships
APO Connecting – going digital Goals: • to ensure APO Connecting delivers to the APO Digital
Strategy • to enhance already-solid public engagement by increasing
presence in the digital space
APO Connecting – digital engagement
APO Connecting – digital engagement • Video pre-concert study guides • Developing video and image collection of all APO
Connecting events. • Posting images to APO social media via smart
phones • YouTube – e.g. auditions • Skype
APO Connecting – learnings
• Balancing traditional with digital: - contact – phone versus email - changing format of study guides doesn’t necessarily increase engagement • Online content developed for one part of the APO
can be used in other organisational context • Importance of context in use of digital tools – e.g.
different response rates to Facebook posts (Remix scholarship)
APO Connecting – future • Integration of education data in Tessitura – will
facilitate communications and online school and education bookings
• Using analysis from Mail2 emails to inform future communications – content and frequency of send
• Inputting and accessing data from Tessitura to enhance reporting on APO Connecting activities
Wrap Exciting challenge – cross-organisational buy in
Range of initiatives to engage new and existing
audience
Ongoing growth and learning
This is our journey beginning ….
Our Digital Journey What will you do?
How will this engage audiences?
What might you need to consider?
Planning and tracking? How?
