Presentation given by PR Manager Jean Shirk to Stanford University Continuing Studies class in Marketing and Social Media, 9/27/11. The SF Symphony uses its own social network, its Facebook page, a Twitter feed, mobile websites and applications and other tools to reach and communicate with audiences and fans.

1. The San Francisco Symphony and social mediaJean Shirk

2. What we think we’re communicating

3. What people are hearing

4. Why is social media any different? Salesperson Friend “May I help you?” “That widget is on sale.” “That looks GREAT on you.” “How are you?” “The new sushi place has a great happy hour.” “I think this one may fit you better.”

5. Our fundamental challenge: How to communicate about a complex, 19th and 20th century art form—one that requires a considerable attention span—in 21st century terms and technology, with an audience that has not grown up with classical/orchestral music.

6. Attendance and participation in the arts is declining Decline in participation for most art forms. Nearly 35 percent of U.S. adults – or an estimated 78 million – attended an art museum or an arts performance in the 2008 survey period, compared with about 40 percent in 1982, 1992, and 2002. Between 1982 and 2008, attendance at performing arts such as classical music, jazz, opera, ballet, musical theater, and dramatic plays has seen double-digit rates of decline.

7. The Internet and mass media are reaching substantial audiences for the arts About 70 percent of U.S. adults went online for any purpose, and of those adults, nearly 40 percent used the Internet to view, listen to, download, or post artworks or performances. More Americans view or listen to broadcasts and recordings of arts events than attend them live (live theater being the sole exception). Classical music was the most popular music category (with 40 million viewers/listeners).

8. Preparing to communicate so people (and Ginger) hear us SF Symphony culture: Supportive thought leaders and creative culture Preparation and education Willingness to experiment and learn Willingness to listen Willingness to think and act or respond quickly Organization’s key leaders open to a more personal, individual voice in communications

9. Be for real If it sounds like writing, rewrite it. Try to leave out the part that readers tend to skip. – Elmore Leonard Offer rich, exclusive content: video, music, podcasts, photos Behind-the-scenes reporting and photography from our own musicians and music director Give everything context

10. Stop selling stuff and just show up Win one fan at a time Pretend you’re at a party and you’re welcoming people into your home People want and seek Authentic experience Connection Transparency Give people a reason to share, read, or participate – show them they’re valued

11. Doing a lot with what you have Creating your own content with the resources on hand Budget = <$10,000, excluding staff time and overhead Video – some created by highly paid professionals, and some on iPhone/professional quality video camera with a skilled but amateur PR team videographers Creative – all written by in-house professional public relations team Photography – photography by a combination of in-house and contract photographers Music – produced by a highly professional orchestra

12. Communication Tools Blogger night: invited writers with web-based publications of all kinds to hear the orchestra, interview players, conductor, staff, in 2006 YouTube channel launched in 2006 Facebook fan page launched in 2008 Twitter feed launched in 2009 SFS social network launched in 2009 Foursquare promotions/outreach launched in 2009 Mobile (iPhone) app and mobile website launched 2011 Android app coming 2012

13. SF Symphony social network http://community.sfsymphony.org Ning platform Inexpensive to build Easy to use and inexpensive host for video, audio, text, photos Exclusive content Special offers and contests for members Popular content: videos, events, profiles, photos, contests Not-so-popular: discussions, forums

17. Behind the scenes with the musicians The making of Keeping Score: Mahler

18. Candid interviews A few minutes with Yo-Yo Ma

24. After the ecstasy, the laundry Communities are like gardens: they grow weeds, and they don’t thrive unless tended Each has a life and an ecosystem of its own – you don’t rule it Be willing to abandon what doesn’t work

27. Yes, it’s true - your mother – and your grandmother – are on Facebook

28. The graying of Facebook 65% of online adults (18+) use social networking sites (Pew Internet Research, 8/11) In the Baby Boomer-aged segment of internet users ages 50-64, social networking site usage on a typical day grew a significant 60% (from 20% to 32%) in ONE year (PIR, 8/11) Average age of FB user: 38 years old (Flowtown study, 9/2010) 61% of Facebook’s users are 35 and older

29. Facebook Facebook.com/sfsymphony Facebook.com/michaeltilsonthomas From <1,000 fans to 11,370 for SFS; 8,200 for MTT Facebook has had little music integration to date (tilSpotify) Little advertising, mainly for specific concerts

30. What works on Facebook News Personal stuff Photos of special events Backstage snapshots Goofy or funny stuff Spontaneous stuff Special happenings Unusual, interesting stuff

33. Backstage with Lang Langand the Mayor of SF

34. Twitter Listen Learn Respond Communicate Amplify

35. Hello?

36. Listen and respond to your customers

37. Ultimately, it’s about connection and sharing

38. Jean Shirk, Public Relations ManagerSan Francisco Symphony jshirk@sfsymphony.org @sfsymphony @bean 415-503-5420 http://community.sfsymphony.org www.facebook.com/sfsymphony http://twitter.com/sfsymphony www.youtube.com/sfsymphony www.foursquare.com/venue/112731