April 22, 2015
Aaron Bisman
Jazz at Lincoln Center
Jonathan Thompson
Birmingham Hippodrome
Ross Binnie and Julie Stapf
The Cleveland Orchestra
Making the Case for Digital
Engagement: Strategies from Jazz at Lincoln Center
Aaron Bisman
Director, Audience Development
Jazz at Lincoln Center
2@bizmonides @jazzdotorg @tessnetwork #TNinnovator
Digital ExperiencesWays to experience and interact with content online
4@bizmonides @jazzdotorg @tessnetwork #TNinnovator
@bizmonides @jazzdotorg @tessnetwork #TNinnovator 10#social201+++#tlcc2014++++@bizmonides++++
@jalcnyc+
11@bizmonides @jazzdotorg @tessnetwork #TNinnovator
Don’t limit yourself to any
one platform.
Be channel agnostic.
Steps in digital engagement
12
social media likes/follows
email addresses
web visitors
click
like
watch
comment
read
share
respond
buy ticket
buy product
donate
@bizmonides @jazzdotorg @tessnetwork #TNinnovator
14@bizmonides @jazzdotorg @tessnetwork #TNinnovator
• Goals
• Strategy
• Smartphon
e
• Curiosity
• Time
In the toolbox
@bizmonides @jazzdotorg @tessnetwork #TNinnovator 16
The March to a Million: Social Followers, Web Visitors & Emails Acquired
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
July 1 2012 June 1, 2013 November 1, 2013 July 1 2014 April 12 2015
@jazzdotorg digital strategy
• Everyone has a place
• Engage the audience
• Put jazz in context
@bizmonides @jazzdotorg @tessnetwork #TNinnovator 17
Your content should be nicheYour community should be
inclusive19@bizmonides @jazzdotorg @tessnetwork #TNinnovator
#4: Champion Creative
Abrasion
24@bizmonides @jazzdotorg @tessnetwork #TNinnovator
Constantly challenge ideas from a
diversity of viewpoints and opinions for
the sake of a shared goal
Wherever you go,
you’ll always have a seat in our
house
@bizmonides @jazzdotorg @tessnetwork #TNinnovator 25
Campaign reach• Total Campaign Impressions: 1,095,960
– Paid* Impressions:
606,271
– Earned Impressions: 489,689
• Video views: 36,687
* Paid Impressions are views received resulting from a marketing spend i.e. promoting a Facebook post.
Earned Impressions are views received organically, without a spend behind a post, video, etc.28@bizmonides @jazzdotorg @tessnetwork #TNinnovator
30
3 times as many people
gave online than in
the same period last
year
@bizmonides @jazzdotorg @tessnetwork #TNinnovator
31@bizmonides @jazzdotorg @tessnetwork #TNinnovator
Navigating the Digital Landscape
1. Make your Digital Toolbox
2. Embrace your niche
3. Make emotional connections
4. Champion Creative Abrasion
5. Take calculated risks
6. Model Transparency
7. Celebrate Success
This presentation is available
online• bit.ly/jazzstrategies
32@bizmonides @jazzdotorg @tessnetwork #TNinnovator
Take Home Goodies• The single best explanation of virality and the emotional drive of the
social web by Jonah Peretti, founder of Buzzfeed: – Video: http://www.theguardian.com/media-
network/video/2013/apr/03/buzzfeed-social-web-video?INTCMP=SRCH
– Slides:http://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8#-1
• Creative Abrasion: – http://haykin.net/innovationsparks/2009/10/02/creative-abrasion-vs-
creative-collaboration/
• Social Media & Social Times Email newsletter– http://www.adweek.com/blognetwork/newsletters
34@bizmonides @jazzdotorg @tessnetwork #TNinnovator