Introduction
I wrote this 40+ page document in February/March 2011 as a way to keep up to date with the latest (at the time!) digital activity that key festivals and cultural institutions in Australia and around the world have been undertaking at the time. Based on available public information, you can see what the key findings were under Overall Findings. I also decided to publish this document as it is an interesting ‘timevault’ as to what these organisations have been up to at the time and also how far they have improved since 2010/2011!
I am in the process of creating one for 2011/2012, however with the quick pace of social media, consumerisation of digital technologies and the constant pace of change in this industry, I decided to set up a blog here which touches on the more high-tech, emerging side of digital with major events and festivals.
If you have any questions feel free to email me.
Samples:
- Sydney Festival
- Melbourne International Arts Festival
- Perth International Arts Festival
- Adelaide Festival
- Edinburgh International Arts Festival
- Carriageworks
- Queensland Art Gallery / Gallery of Modern Art
- Vancouver Opera
- Raindance
- Southbank Centre (London)
- Metropolitan Opera
- Brooklyn Museum
Focus Areas:
- Website Description & Design
- EDM Campaigns
- Microsite promotions
- Online Sponsorship/Partnership
- Strategy on Social Networking Sites (ie Facebook)
- Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
- Strategy on Geomarketing / Geolocation services (ie Foursquare)
- Strategy for online video and broadcasting services/channels (ie YouTube)
- Mobile Marketing and/or Advertising Promotions and Strategy
- Mobile Applications, Widgets and Websites (ie iPhone apps)
- Other Online Strategy
- Cross-Platform or Integrated Campaigns between Offline and Online
- Online Marketing and Communications Human Resources
Notes:
Not all case studies will satisfy all areas due to the lack of information available at the time.
The information (including screenshots and statistics) were relevant as of the time of this document being written. Many of the case studies are from the 2010/2011 online properties.
Read the overall findings here
Perth Festival
Website Description & Design
- The website layout on the front page follows and L-shaped design encompassing the main and sub navigation, Festival Planner login and search bar. The rest of the page contains the main image header on top of a two column layout (main column with summary and secondary column containing bookings info, planner, feedback button and a competition button)
- There are various link menus on the front page – the footer links, the content bottom links, the main left-hand navigation links, the header links, the main top navigation links
- The event pages contain a similar layout but has a different left-hand column containing event specific information and a smaller navigation menu containing ‘event’ ‘session info’ and ‘entrees and encores’ tabs.
Strategy for online video and broadcasting services/channels (ie YouTube)
Has a Vimeo account with three videos and a YouTube account with 9 videos. Custom start/end shorts on the videos. Video quality not high.
Other Online Strategy
Has Facebook plugin where people can comment to their Facebook Profile on event pages.
Online Marketing and Communications Human Resources
PF has a Digital Marketing Assistant
Sydney Festival
Website Description & Design
- The front page composed of a three column design.
- The information was broken up into several square ‘boxes’ of information. Almost like snippets of information in bite-sized pieces with the information mainly either live feeds of new content or graphics
- Most of the top half of the pages dominated with a graphic and content situated on white space
- Social media links and content integrated across all pages
- Top navigation dedicated to main aspects of the programme
Sponsorship/Partnership
YouTube video credits containing logos of: Panavision, Hire Intelligence, Seagate.
Strategy on Social Networking Sites (ie Facebook)
SF has 14,000+ ‘Likes’ on Facebook. Conversational tone and mainly linking towards external sites. Tabs include “wall”, “info”, “live” (a customised tab composed of one image), “flickr”, “youtube”, “photos” . Graphic heavy. Lots of interaction with the general public.
SF has a FlickR (pro account) used to upload photography.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
SF has a Twitter account (13,000) and a blog. Twitter account is active with tweets about the Festival, related Sydney events and more. Interacted with the public. No mention of who tweets under the account.
SF has a blog (hosted on Posterous) with more interaction than last year. Blog contains primarily images (FlickR slideshow widgets), video content from YouTube etc. Mashup of Festival content, behind the scenes posts and more. Compared to the presence in other social networks such as Twitter or Facebook interaction is not as light.
Strategy on Geomarketing / Geolocation services (ie Foursquare)
There is a Foursquare account but not active. No known geo-marketing/geo-location service other than Google Maps on iPhone app.
Strategy for online video and broadcasting services/channels (ie YouTube)
YouTube channel is branded with videos of Festival content (with start/ending snippets of SF branding). Not produced in-house,
Mobile Applications, Widgets and Websites (ie iPhone apps)
SF has an iPhone application. Features within the application: event information, Twitter feed
Other Online Strategy
Social media is connected throughout the SM properties and channels. Has Facebook plugin where commentators can comment as their profiles.
Cross-Platform or Integrated Campaigns between Offline and Online
SF has an event “Your Name In Lights” primarily using social media to generate about 100,000 entries of individual names to be featured in a Sydney landmark.
Online Marketing and Communications Human Resources
SF has a Marketing, Communications and Digital Strategy Director and a Digital Marketing Coordinator
Adelaide Festival
Website Description & Design
- The website utilised a two column layout underneath a main banner image. The right hand column contains navigation links to other pages
- Content was mainly thumbnails and text.
- Colour scheme was dark text over a light background with more colour being supplied by events-related thumbnails.
Strategy on Social Networking Sites (ie Facebook)
3828 friends on Facebook. Standard tabs involved. Mainly competitions, offers, Festival news. Conversational and community-oriented towards the arts.
Has a FlickR account.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
2472 followers on Twitter.
Not utilised so much with three videos uploaded 11 months ago.
Other Online Strategy
Footer contains Twitter feed. Has ‘Like’ and ‘Tweet’ buttons throughout the website.
Melbourne International Arts Festival
Website Description & Design
- The layout is a three column layout with the main column being in the middle. A main header graphic dominates most of the top half of the page underneath a large banner with the Festival name
- Primarily text content on white space. Colour choice primarily three or four colour tones
- Tabs in event pages separate content – main overview, additional information, video/audio, additional images
Strategy on Social Networking Sites (ie Facebook)
MIAF has a Facebook Page with 2835 friends. Has the standard Facebook tabs. MIAF has a MySpace page but hardly updated (has a slideshow from 2007) and very little interaction with 32 friends.
MIAF has a FlickR (standard account) used to upload photos.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
MIAF has 5805 followers on Twitter. Mainly arts Melbourne events and MIAF news. No mention of who tweets.
Strategy on Geomarketing / Geolocation services (ie Foursquare)
MIAF has a Foursquare account used to add tips.
Strategy for online video and broadcasting services/channels (ie YouTube)
MIAF has some YouTube videos. Professionally edited (may have been from television ads). Several YouTube clips in relation to the 2010 Festival.
Mobile Marketing and/or Advertising Promotions and Strategy
“E-DIARY” can be used on mobile devices
Mobile Applications, Widgets and Websites (ie iPhone apps)
MIAF has an iPhone app.
CarriageWorks
Website Description & Design
- The front page is image heavy composing of an animated header banner and various thumbnails depicting CarriageWorks activities. The bar on the left hand side includes an Event Finder, Google map and contact to the venue, Enews subscription forms and images to Facebook, Twitter and Ticketmaster.
- The main navigation at the top contains a drop down menu when the mouse hovers
- The website layout is two columns.
Online Sponsorship/Partnership
Strategy on Social Networking Sites (ie Facebook)
Carriageworks has a focus on what’s happening with their status updates. A number of videos can be viewed in the Video tab on Facebook.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
@CarriageWorks has 4754 followers and a Tumblr blog written by stuff and arts folk. Content in their TumblR focuses more on the arts scene in CarriageWorks and around Sydney.
Strategy for online video and broadcasting services/channels (ie YouTube)
Videos are included in the Facebook Page. Most are short (30 seconds to 2.20 minutes). These were uploaded directly on to Facebook. They have a YouTube channel with 23 uploads with most of the YouTube videos being shot in-house or professionally made promotional videos of upcoming events in CarriageWorks.
Queensland Art Gallery / Gallery of Modern Art
Website Description & Design
- The front page contains social media elements (recent tweets, recent blog entries for the “21st Century Blog”, a calendar of what’s happening today, Coming Soon section and highlights.
- The first half of the front page is dominated by the GoMA branding and scrolling headline (see first image)
- The rest of the pages is a two-column design with a large header containing image credits.
Strategy on Social Networking Sites (ie Facebook)
10691 on Facebook. There is a customised tab “21C Blog” filled with blog entries written by GoMA and other contributors
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
@QAGGoMA
Strategy on Geomarketing / Geolocation services (ie Foursquare)
One of the top 5 most checked-in places in Foursquare.
Strategy for online video and broadcasting services/channels (ie YouTube)
116 YouTube videos recording industry events (ie panel discussions), interviews, behind the scenes footage and more.
Mobile Marketing and/or Advertising Promotions and Strategy
The iPhone app contains features to: plan exhibition visit, find out more about the artworks and artists, highlights of exhibitions/programmes etc, interactive tours, calendar of exhibitions.
Mobile Applications, Widgets and Websites (ie iPhone apps)
Utilises QR codes so that those with smartphones and QR code readers can read more information about works in the Gallery.
Other Online Strategy
FlickR album
Cross-Platform or Integrated Campaigns between Offline and Online
Online resources contain interactive tours.
Online Marketing and Communications Human Resources
Relevant staff not listed
Edinburgh International Arts Festival
Website Description & Design
- The front page has two main points of navigation (main festival oriented navigation and three ‘About Festival 2011′ ‘Mailing List’ ‘Become A Friend’. Other forms of navigation are contained within the content body.
- Colour scheme is soft and complementary
- Much of the content on white space
- The embedded video seems to be custom as it has no reference to being embedded (like in YouTube)
- The front page has a two column layout
Page: About the Festival
- The layout is three column. Left hand column contains a sub-navigation menu, the right hand column is another navigation menu containing more important information, the middle is the main column for content
- Architecture is in response to the amount of information that EF needs to convey
Strategy on Social Networking Sites (ie Facebook)
6523 on Facebook. Mainly information centred around the Festival.
Has a FlickR account (pro)
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
6907 Twitter followers. Mainly broadcast type information with little interaction but behaviour changes near/during the Festival (ie 2010 did Twitter competitions gaming style).
EF has a Blogspot account containing posts centred around the Festival, YouTube trailer, important links, latest tweets, links of other Edinburgh’s Festivals, media sites, archives, and blogs. Blog content includes “A Day in the Life of..”, artist interviews (also using AudioBoo to broadcast artist interviews). Equal numbers of text and imagery.
Strategy on Geomarketing / Geolocation services (ie Foursquare)
Did a Twitter game (winner gets free tickets) inviting participants to go to various locations for clues.
Strategy for online video and broadcasting services/channels (ie YouTube)
Has long and short YouTube videos. Mixture of different types of footage – live, Festival footage.
Other Online Strategy
Can subscribe to EF’s RSS feed. Has international language translation (seen by the international flag icons in the bottom of the front page) and even has sub-menu “Festival 2011 information in Chinese”. Archive sites easily available.
Raindance
Website Description & Design
- Raindance is a mixture of online film community, world-renowned festival, film maker resource website and also an ecommerce site so there is a lot of information to be conveyed, especially on the front page.
- The colour scheme on the website is mainly black/grey, red and white. Textual content dominates the layout. Imagery is used as a main header, as icons (to separate the text content) or to highlight an important link or news item.
- The front page acts as a portal across the site, social media (external sites, internal within the website and widgets), local microsites, film industry events and various news sections.
- The front page is three columns but most of the pages are on two column design.
- The site seems to have two main looks. One look for the front page, another for the rest of the website.
EDM Campaigns
The eNewsletter segments readers by requesting what type of information they are interested in on the email confirmation page (there is double opt-in).
Microsite promotions
Raindance has ‘local sites’ as part of its structure. These sites point to Raindance information relevant to Toronto, Montreal, Vancouver, New York, Budapest, Berlin, and Brussels.
Raindance.tv is an example of a microsite – this is a custom, curated channel featuring independent videos and other footage relevant to the institution.
Online Sponsorship/Partnership
Raindance has released raindance.tv which was launched on Joost (and other platforms to follow according to “About Us”. Joost provides professionally produced videos to a worldwide audience and works with content copyright owners to collect and curate thousands of videos. Joost acts as a content/platform partner with Raindance.
Strategy on Social Networking Sites (ie Facebook)
Raindance utilises online media channels and social networking sites well going beyond promotions and into information distribution relevant to the film industry.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
Raindance has a Twitter channel (@raindance) with 11,752 followers. The channel refers to: email addresses (for more info), links to Raindanc websites, twitpics, and more. Mixture of conversational tone and relevant industry information.
The Raindance Facebook has a customised front page and other customised Facebook pages (using FBML?). The Facebook also links to the YouTube, Twitter, RSS News, Promo tabs and more therefore utilising Facebook custom features for Pages to the fullest.
Raindance has a blog writing film industry news and also communicates and interacts with the community (both individuals and organisations).
Strategy for online video and broadcasting services/channels (ie YouTube)
Raindance.tv shows the best of independent short, features, documentaries and more. Raindance.tv contains a news/blogs section, an online shop and other pages that can be found on full sites (ie About Me).
Other Online Strategy
Forum – Raindance has a forum but it looks like it is possibly co-owned and completely managed by OTT Films, an online community of filmmakers, producers, directors, writers, independents and more.
The Raindance website is high on content quantity and quality. It is a resource website and online community targeting filmmakers, producers, directors, writers, independents and more. The content posts are more like informative blog entries rather than long essays or articles (see “7 Things Filmmakers can learn from Perez Hilton).
Cross-Platform or Integrated Campaigns between Offline and Online
Online Marketing and Communications Human Resources
There is no dedicated online staff. Raindance’s marketing activities are both in-house and outsourced to a marketing agency.
Raindance have numerous interns who wrote and edited articles for the website and newsletters, contributed ideas, worked with the social media sites, wrote articles published on the Raindance website alongside a variety of other tasks.
Metropolitan Opera
Website Description & Design
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The front page houses three main rows – the main navigation menu, the main content body (two columns divided into a Live in HD presentation and a tabbed section containing the latest news, upcoming audiostreams and upcoming Live in HD presentations) and thumbnails leading to subscription sign-ups, the opera playing currently, gifting button and another opera coming soon.
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The background and text content is subdued with visuals and multimedia adding colour to the pages.
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The main navigation menu, when clicked, leads to a sub navigation menu.
Microsite promotions
The Met Opera shop, the MO’s ecommerce arm, is housed in a new domain at http://www.metoperashop.org/.
Online Sponsorship/Partnership
MO “Live in HD” global corporate sponsor is Bloomberg. HD broadcasts supported by Toll Brothers.
Strategy on Social Networking Sites (ie Facebook)
The Metropolitan Opera has 88+k Facebook users and runs two Pages – the main MO page and the Met Opera Shop. There is more of a focus on social media, multimedia (photos, audio) and ‘time sensitive’ posts (ie a radio interview will happen at x time etc).
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
Metropolitan Opera has a Twitter account @metopera
Strategy on Geomarketing / Geolocation services (ie Foursquare)
Metropolitan Opera has a Foursquare venue to the building.
Strategy for online video and broadcasting services/channels (ie YouTube)
The Metropolitan Opera has a variety of video and broadcasting ‘channels’ on the “Watch & Listen” (see image below)
The Met: Live in HD features 12 HD transmissions records. Audience can sign up to receive HD cast information, plot synopses emailed before each live HD presentation. The video is embedded in the page (see image below)
Met Player: Online subscription streaming service with 300 full length operas available alongside other broadcasts. HD videos can be chosen and played and free sample arias can be viewed.
Saturday Matinee Broadcasts
Free live audiostreams on the web. The livestream widget is embedded within the website.
SIRIUS XM: Metropolitan Opera Radio is available on Sirius XM with listeners being able to listen to live performances.
Mobile Marketing and/or Advertising Promotions and Strategy
Met Opera Radio on Sirius XM is available on the iPhone.
Audio livestreams can be listened live on the iPhone, (.m3u3) Blackberry, and Android phones (metop.stream)
Mobile Applications, Widgets and Websites (ie iPhone apps)
Metropolitan Opera has links for readers to know that audio can be streamed on their mobile phones.
Other Online Strategy
Cross-Platform or Integrated Campaigns between Offline and Online
Main cross-platform strategy is integrating live opera experiences with the online audience through special creative content projects, and services such as live audio streams, Live in HD and The Met Player
Online Marketing and Communications Human Resources
Metropolitan Opera has: Director of Worldwide HD Distribution, Director of Creative Content, Senior Website Manager, Met Player Manager, Website Assistant, Information Systems department, Creative Content (Live in HD, Radio & Special Projects) department, Director of Website & Presentations, Digital Music Production Specialist, Digital Asset Manager. Most of these positions revolve around MO’s audio and broadcasting services and creative content projects.
Brooklyn Museum
Website Description & Design
- The design is black text on a light coloured background with the visuals providing the colour. There are also some custom logo design for ‘Home’, ‘FAQ’ etc (communication design).
- The dynamic content on the front page is a scrolling gallery (middle right) with links to certain exhibitions. There is also a ‘What’s Happening’ section below a section with no header but most likely oriented towards community activities surrounding the museum.
- The Calendar section segments events by a visual calendar, events listed by day/week/month, events listed by categories (art-making, dance, film etc) and a what’s happening (for today and for the weekend) section on the left navigation column. The middle column offers event information snippets leading to a ‘Share this’ button and a link for more information. The right hand column contains upcoming featured events with the option to share on social networks (see second image). Other pages containing content that can be categorised (ie Collections page) also have the option of being able to view the content according to readers’ preference.
EDM Campaigns
The EDM signup has segmentation options where readers can state their interest in certain programmes ie Gallery Tours/Talks, Membership and more.
Strategy on Social Networking Sites (ie Facebook)
Brooklyn Museum has 32,000 fans and 1002 check-ins (connected to Facebook Places). Customised tabs: Artshare (integrating museum collections with Facebook), Friend Activity (connected to Places) and Wall Paper (page containing sections to news items, photographs, shared links, videos, and so on with sections that can be shared/commented on).
Has a FlickR account.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
Brooklyn Museum has a blog mainly updated by the CTO. The blog contains accounts of upcoming social media activities, screenshots and so on of the museum’s online activities and is more of a behind the scenes look into this area.
Has a Tumblr focusing around the museum’s activities.
Strategy on Geomarketing / Geolocation services (ie Foursquare)
BO has a Foursquare section location within the page with details on which users have been to the museum, the mayor (including a mayor offer), museum tips, custom badge. Staff is also involved in foursquare with a section just for staff picks.
Strategy for online video and broadcasting services/channels (ie YouTube)
BO has a customised YouTube account containing 107 uploads and descriptions of the videos. The videos include: behind the scenes footage, opinion/discussion footage, panel discussions, artist talks, symposium and more. The focus seems to be on delivering content to satisfy the museum’s online community rather than promotional and marketing footage.
Mobile Marketing and/or Advertising Promotions and Strategy
BM has a mobile-based game “Gallery tag!” See http://www.brooklynmuseum.org/community/blogosphere/2010/03/25/gallery-tag/
Mobile Applications, Widgets and Websites (ie iPhone apps)
BM has a mobile based website. See http://www.brooklynmuseum.org/community/blogosphere/2010/03/24/mobile-web/
Other Online Strategy
Brooklyn Museum has a community section- Posse, Comment, Twitter, Foursquare, Blog, Tumblr, Photos, Videos, Network, Podcast Archive, RSS Feeds as well as bloggers@brooklynmuseum.
Has RSS feeds connected to Google and Yahoo!.
The museum integrated online campaigns and activities with their offline exhibitions. An example is Click! which is a 2008 crowd-curated exhibition. See http://www.brooklynmuseum.org/exhibitions/click/
Cross-Platform or Integrated Campaigns between Offline and Online
Mobile – Foursquare promotions, mobile based games.
“Split Second” project that includes online participation where the results can determine the content of an installation opening in July 2011. See http://www.brooklynmuseum.org/opencollection/labs/splitsecond/
Online Marketing and Communications Human Resources
Chief of Technology
Southbank Centre (London)
Website Description & Design
- The front page is a three column design. There is more of a focus on leading the viewer to read more information about a certain news item as there is very little textual information. The content is broken up into visuals (event oriented thumbnails), an image leading to the Online Shop and an embedded video.
- The content on the front page focuses on: Southbank Centre Highlights, Quick Links (leading to What’s On and Need Help? Tabs), email signups, search, Discover & Do links and links in relation to the artists.
- Dark text on a light background with the branding situated at the top.
- Has no mention of social media links or buttons.
- The visitor info page is a three column design (but simpler than the front page). The left column contains more navigation links, centre column contains the body (mainly text with a small header image below the main header) and the right hand column contains a rolling “Coming Soon” widget, a Share Page section (leading to links to email the page to a friend or share on Facebook), and visuals leading to the ‘Support Us’ and ‘Shop, Eat & Drink’ pages.
- The “Find Events and Book Tickets” section is searchable via Venues, type of event (ie Dance & Performance, Free Events), Date, Keyword, Calendar (visual) and composer search.
Online Sponsorship/Partnership
Southbank Centre could have possibly used involver which is a social marketing platform/company that provides social marketing tools to various brands and agencies.
Strategy on Social Networking Sites (ie Facebook)
8782 like the Southbank Centre. Custom tabs include a YouTube tab (‘powered by involver’) containing videos that can be ‘Liked’, shared and commented on. There is also a bar where a user can send an invitation to the Page to their friends.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
@southbankcentre
Strategy on Geomarketing / Geolocation services (ie Foursquare)
Southbank Centre uses Bing Maps / multimaps as a visual way for visitors to find the Centre.
Strategy for online video and broadcasting services/channels (ie YouTube)
Fully customised YouTube channel with video ranging from around 1.20 to 5+ minute mark. The videos are mainly around the events occurring at the Southbank Centre, interviews and discussions, community videos, show trailers and more. At least one of the videos “Southbank Centre Celebrates Festival of Britain” contained a sponsor logo.
Other Online Strategy
The social networking sites are hidden or sparse throughout the website. A page dedicated to social networking sites can be found in “Social Networks” which is a sub-menu of the “About Us” page.
Venues make up its own navigation panel (seen on the top right corner of the website). Its location indicates its importance on the front page hierarchy.
SC has a pro FlickR membership account.
Vancouver Opera
Website Description & Design
- Primarily a three column design with a straight forward column scheme and plenty of white space
- The front page is dominated with imagery possibly to capture viewer’s attention beyond the front page
- Information rich website with importance placed on text content
- Vancouver Opera has a presence on Blogspot, Facebook, Twitter, FlickR and YouTube. The social media buttons do not appear in all pages. The buttons appear under the header “VO Online”
Microsite Promotions
Vancouver Opera has an “Opera Live!” type of microsite holding clips and photo galleries. The page is the same layout as the rest of the site meaning that this was set up as an ordinary page.
Strategy on Social Networking Sites (ie Facebook)
Has 2249 friends on Facebook. Conversational tone with most of the updates containing status links. Has 55 photo albums, YouTube box tab, MP3 tab, and notes. Constantly updated.
FlickR account contains numerous sets and photos meaning that photography is a strong component. This could be developed upon by VO by finding opportunities to engage in mashups and more exciting widgets other than a slideshow.
VO has a or is part of the “Vancouver Opera Guild” which seems to be something for the opera industry.
Strategy on Microblogging and Blogging Sites (ie Twitter, WordPress)
Vancouver Opera operates on Blogspot and Twitter.
Types of content on Blogspot:
Giveaways
Media releases of upcoming events and announcements
Blog posts on opera-centric topics
Industry news around the opera world
Reviews and commentary around VO’s events
The content combined opinion posts, media releases, multimedia links, quotes and more.
The Blogspot layout is standard but the pages are more dynamic with the right sidebar containing a graphic for the 2011-2012 season, Enews signup, Blogroll, dedicated bloggers, FlickR slideshow, YouTube thumbnails, three Twitter widgets (operaninja, operabot, vancouveropera), Blip.fm and a long blogroll.
The Twitter account has 3800 followers. Tweets are conversational and very human but no mention of who the Twitterer is (anonymous).
Strategy for online video and broadcasting services/channels (ie YouTube)
Has numerous videos on YouTube featuring audience feedback, trailers, rehearsals, cast interviews, behind the scenes wardrobe fitting, and more. Primarily conversational and human-centric. Seems to be shot in-house.
Other Online Strategy
VO is on BLIMP.fm which is a niche online music social network site which allows ‘listeners’ to play certain songs with the option to view on YouTube or purchase on Amazon or iTunes.
VO is across many sites and judging by the fact that not all SM sites are listed on the website tells me that VO is open for experimentation across new and niche SN sites.
Online Marketing and Communications Human Resources
Vancouver Opera has a Director of Information Technology and a Social Media Manager (recently leaving).
