Encouraging Australians to #TakeYourSeats to get vaccinated

The Australia Council for the Arts is encouraging Australians to #TakeYourSeats to get vaccinated to support the reopening of our cultural and creative venues and events.
 
 
Australia Council CEO Adrian Collette AM said:
 
“Vaccination is our ticket to reopening and staying open.
 
“We want to welcome audiences back safely, and to help our artists and creative workers to get back to work and return the vibrancy of live performances, exhibitions, festivals and cultural events to our communities, cities and regions,” he said.
 
“The vaccination targets set out in the national plan are vital to reopening – and staying open with minimal interruptions and disruption in the future. Our role is to advocate for the cultural and creative industries, and this campaign, calls on all Australians to take their vaccination seat, so that we reopen, recover and rebuild from the disruption of the pandemic.
 
“We’re on the right track, but after a year and a half of restrictions on venue capacity, interruptions and lockdowns as well as domestic and international border closures, high rates of vaccination are essential to providing greater confidence and certainty for the future,” Mr Collette said.
 
Minister for Communications, Urban Infrastructure, Cities and the Arts, the Hon Paul Fletcher MP said:
 
“The Morrison Government’s objective through the National Plan is that as states and territories open up, arts companies, promoters and festivals are ready to go. We want to see venue doors thrown open to audiences; we want to see the curtains going up; and we want to see performers coming on stage to a welcoming roar of applause.”
 
The campaign features seats at a range of cultural venues – from open mic nights, to galleries, live music and theatre. It highlights what is at stake – and what we can look forward to returning to.
 
The Australia Council is working to reach as many Australians as possible with translations of the video in Greek, Italian, Vietnamese, Arabic, Mandarin, Cantonese, Hindi, Punjabi available from early next week. The video is also Auslan interpreted.

Snapchat widens your arts audience marketing reach

Is your arts company using Snapchat? If not, why not?
Snapchat is a mobile app that allows you to send self-destructing photos and videos to your friends. That’s right, they actually self-delete after 10 seconds at the most.
snapchat
A recent survey of the US college student demonstrated that 70% of college students posted on snapchat once a day. This dwarfed the Facebook with figures of 11% per day.
Australian students, and young people, would have similar usage figures.
One reason Snapchat is so popular is that these groups see it as the most private form of posting.
What to post? You must consider your target audience. It is the younger crowd wanting to see something sneaky and fun. So think about what producions/events suit this marketing strategy.
This may mean surprising backstage pics, unusual stuff. You can have fun with these images, but always working within your brand profile.
Consider sneak peeks, exclusives, maybe a keyword to get a discount for your production preview.
Cheeky images of the actors can work well, and what about some shots in rehearsal of awkward romantic / sexy moments in your upcoming play or exhibition. Have fun and be playful.
The Girls TV series used Snapchat very effectively a lead up to the Emmys. Check out the samples below.
Remember, smart people can copy Snapchat image through a screen capture, so it still can go viral, so have that in mind when you post.

There is a good link Snapchat marketing here. I have included a few key slides for arts companies below.

Capture11Capture10Capture6Capture4

Smartphone availability more important than ever for Arts Companies

When arts companies are devising a site the accessibility to smartphone and tablet platforms is central. If companies are advertising, they need to address mobile platforms.

This is the trend in the US, and with Australians loving mobile technology its happening here too.

The eMarketer company highlights this issue.

eMarketer estimates thaCapturet daily time spent by US adults with mobile devices—specifically smartphones and tablets—exceeded that spent with PCs for the first time in 2013.  Now, in 2014, marketers and sellers are finally forced to reckon with a world of “always on” mobile consumers. As a result, mobile ad spending will more than double in 2014, topping 30% of digital ad spending.

Companies need to consider this is all advertising plans.

 

 

Marketing Initiatives Reported by Arts Victoria

I recently came across a 2012 report by Arts Victoria on the state on the importance of marketing to arts companies they work with. I have the repeated the bulk of that report below. What I would note is that these companies recognise they need to spend more on marketing, just don’t have the funds.  Arts Marketing Australia has the freelance solution these arts companies need.

MARKETING AND PROMOTION INITIATIVES

Respondents were asked to rate the importance of marketing and publicity for their organisation or arts practice.
• Almost nine in ten respondents (89%) rated marketing and publicity as important or veryimportant for their organisation or arts practice. A further 7% rated it somewhat important.
• Only 3% rated marketing and publicity as not very important or not at all important for their organisation or arts practice.

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They then asked about the forms of media respondents used to promote their work:
• Over three quarters (78%) specified public relations which includes media releases and media coverage.
• Three quarters of respondents (76%) also selected printed material including posters and flyers.
• Around two thirds of respondents (64%) use advertising through digital (59%), print (52%), radio (35%) or TV(10%).
• 59% said they used direct mail, including e-mail (57%) and post (28%).
• Respondents were then asked to rate the effectiveness of their marketing and to tell us what they thought would increase the effectiveness of their marketing. Of the 398 respondents that indicated they had a marketing campaign:
• 45% thought their marketing was effective or very effective and a further 45% said their marketing was adequate. 8% of respondents considered their marketing to be not very effective, while 2% said they didn’t know.
• Over half of respondents (55%) said that an increased marketing budget would be the top measureCapture22 that would increase the effectiveness of their marketing campaign.
• Skills/expertise/capability was given as the top response by 19% of respondents
• Sharing networks/contact was the top response for 18% of respondents

YouTube usage by Major Performing Arts Companies

395945-dame-ednaFollowing my analysis of Facebook and Twitter I decided to examine the YouTube usage of these major companies.

I decided a long period of analysis was needed for the videos as they might take longer produce than Facebook or Twitter posts.

I looked at the period from May 1, 2013 up until June 26 2013. The survey was completed on 27 June 2013.

As with all social media analysis, I invite the respective companies to examine their usage themselves as figures can change on a moment by moment basis.

Company Videos Views Comments Likes Dislikes Subscribers
Adelaide Symphony Orchestra

1

269

0

0

0

26

The Australian Ballet

5

35497

44

619

2

8238

Australian Brandenburg Orchestra

3

773

0

3

0

73

Australian Chamber Orchestra

4

421

2

6

0

432

Bangarra Dance Theatre

3

740

0

4

0

190

Bell Shakespeare Company

12

5774

0

30

4

190

Black Swan State Theatre Company

1

791

0

0

0

0

Circus Oz

0

0

0

0

0

331

Company B

0

0

0

0

0

177

Malthouse Theatre

0

0

0

0

0

139

Melbourne Symphony Orchestra

4

408

0

3

0

195

Melbourne Theatre Company

5

1714

0

5

0

175

Musica Viva Australia

8

118

0

0

0

294

Orchestra Victoria

0

610

0

0

0

49

Opera Australia

6

792

0

0

4

1029

Opera Queensland

1

378

0

0

0

46

Queensland Ballet

2

1511

0

0

18

387

Queensland Theatre Company

4

1478

0

4

2

84

State Opera of SA

0

0

0

0

0

4

State Theatre Company of SA

2

849

0

4

0

7

Sydney Dance Company

3

1905

3

34

0

757

Sydney Symphony Orchestra

20

12047

0

88

0

1738

Sydney Theatre Company

3

12133

13

61

2

392

Tasmanian Symphony Orchestra

0

0

0

0

0

8

Queensland Symphony Orchestra

1

134

0

5

0

110

West Australian Ballet Company

2

46335

0

0

0

225

West Australian Opera

0

0

0

0

0

8

West Australian Symphony Orchestra

0

0

0

0

0

0

 

A Snapshot of the Major Performing Arts Companies Twitter Usage

1044905_664537313560741_1275602104_nI decided to have a look at the twitter activity of the major performing arts companies. I have recorded the twitter activity in the 10 days between 10-24 June 2013. The interactions include replies, retweets, favourited tweets. The information was gathered on 26 June 2013.

This post follows my presentation of facebook usage.

The nature of social media means that the results are fluid and companies are encouraged to do their own media survey.

I will do some analysis of this social media information in subsequent posts, so follow my blog page, facebook and twitter feed for more information.

 

 

Company Followers Following Company Tweets Interactions
Adelaide Symphony Orchestra

586

675

2

1

The Australian Ballet

10329

1014

2

0

Australian Brandenburg Orchestra

1260

371

1

4

Australian Chamber Orchestra

3458

184

3

2

Bangarra Dance Theatre

4001

1291

2

9

Bell Shakespeare Company

6770

1239

7

11

Black Swan State Theatre Company

2367

2221

16

13

Circus Oz

3338

1250

11

12

Company B

8551

1272

8

7

Malthouse Theatre

6421

420

11

8

Melbourne Symphony Orchestra

7093

1629

2

8

Melbourne Theatre Company

2782

1482

18

27

Musica Viva Australia

2431

1386

20

32

Orchestra Victoria

1044

528

1

3

Opera Australia

9800

2759

48

100

Opera Queensland

2638

441

1

1

Queensland Ballet

1687

910

10

25

Queensland Theatre Company

4491

1111

34

20

State Opera of SA

746

167

3

8

State Theatre Company of SA

4596

4694

27

34

Sydney Dance Company

7044

1036

5

26

Sydney Symphony Orchestra

6022

1780

23

35

Sydney Theatre Company

13811

571

6

27

Tasmanian Symphony Orchestra

362

81

2

2

Queensland Symphony Orchestra

1384

129

14

21

West Australian Ballet Company

1117

412

2

1

West Australian Opera

244

126

1

0

West Australian Symphony Orchestra

1599

256

12

28

 

 

Major Australian Performing Arts Companies Facebook Activity Survey

I decided to do a survey of the major arts companies Facebook interactions. The list of companies comes from the Australia Council’s website. “These companies must meet a range of criteria, including the demonstration of the highest artistic standards, a sizeable audience base and having a minimum average income of more than $1.6 million over the previous three-year period.”

600558_581901398516836_568976278_nMy survey was conducted on 25 June 2013 of the public Facebook pages of the companies. The posts are public posts by the respective companies. The interactions are a vital figure and include post likes, shares and comments within the 10 day period of 14 – 24 June 2013.

These figures are purely a snapshot of activity at this point. Because of the fluidity of social media posts the figures may contain an element of changeability and I invite companies to do further analysis.

The interactions are an important figure as I have examined in my blog post on audience engagement.

 

Company Company Likes Posts Interactions
Adelaide Symphony Orchestra

3959

14

297

The Australian Ballet

51731

7

1997

Australian Brandenburg Orchestra

3943

1

129

Australian Chamber Orchestra

9278

7

370

Bangarra Dance Theatre

12624

10

2504

Bell Shakespeare Company

10741

2

15

Black Swan State Theatre Company

4080

16

165

Circus Oz

11216

4

517

Company B

10391

3

49

Malthouse Theatre

6294

6

118

Melbourne Symphony Orchestra

8686

6

488

Melbourne Theatre Company

11900

4

238

Musica Viva Australia

2583

14

154

Orchestra Victoria

589

1

6

Opera Australia

2056

16

676

Opera Queensland

2056

2

37

Queensland Ballet

12162

8

1166

Queensland Theatre Company*

8447

25

455

State Opera of SA

1163

2

32

State Theatre Company of SA

2432

13

83

Sydney Dance Company#

16845

8

801

Sydney Symphony Orchestra

10518

15

355

Sydney Theatre Company

19843

2

33

Tasmanian Symphony Orchestra

1981

2

70

Queensland Symphony Orchestra

3215

1

221

West Australian Ballet Company

6819

6

153

West Australian Opera

1684

8

119

West Australian Symphony Orchestra

4389

10

595

 

*I have combined the Queensland Theatre Company Facebook page with the Queensland Theatre Greenhouse page.

# I have not included the SDC Studios Facebook page which had 10 930 likes, no posts and no interactions.