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There’s an App for That: Engaging Orchestra Audiences
in the Palms of Their Hands
Orchestras CanadaDigital Strategies 101 Webinar
March 12, 2015
Participating Guests
• David Dombrosky, Chief Marketing Officer, InstantEncore
• Ryan Diduck, Director of Sales & Audience Services, Winnipeg Symphony Orchestra
• Alex Grunwald, Senior Manager of Digital Media, Toronto Symphony Orchestra
Agenda
• Introductory remarks – Katherine / Randy
• There’s an App for That – David
• Winnipeg Symphony App: Development, Current Use, Future Plans – Ryan
• Toronto Symphony App: Development, Current Use, Future Plans – Alex
• Questions / Discussion – All
• Next Steps – Katherine / Randy
• Nearly 60% of all Internet traffic comes from mobile devices. (source: comScore)
• 79% of Canadians have mobile phone subscriptions. (source: Canadian Wireless Telecommunications Association)
• 73% of Canadian mobile users have smartphones. (source: J.D. Power & Associates)
Canadian Daily Smartphone Usage
Source: comScore
Mobile Apps80%
Mobile Web20%
Mobile Apps vs Mobile Web
The expectation that we can access relevant content and services on our mobile devices in our immediate context and moments of need.
-- Forrester Research
Mobile moment - a point in time and space when we use our mobile devices in response to a desire for information, service or engagement.
To succeed in this mobile culture, orchestras must identify their patrons’ mobile moments and provide them with the information and services they desire – at that time, in that context.
A live performance takes place in a specific venue at a certain time.
Mobile moments for a live performance are defined by their proximity in space and time.
Mobile Websites
Websites intended to be opened on a mobile device within an Internet browser
Accessible from all types of mobile devices
Designed for touch screen navigation
Require access to the Internet (3G, WiFi, etc.)
Test Your Site to See How It Performs on Mobile Devices
Tips for Making Your Website Mobile Friendly or Mobile Optimized
• Keep the layout simple and easy to navigate
• Keep images to a minimum
• Use .png or .gif images – faster to load
• Optimization plug-ins for current content management systems (e.g. WordPress, Drupal, etc.)
• Create a separate mobile site– For example: m.yoursymphony.org instead of
www.yoursymphony.org
– Consider using free and low-cost services like DudaMobile
– Redirect mobile users to your mobile site
Mobile Apps
• Software designed for a mobile device
• Platform-specific
• What can apps do that mobile websites cannot?
• Apps are faster than mobile websites.
• Apps allow you to access native features of the mobile device – like the camera or GPS
• Many apps have a feature called “push notifications” that allow you to send short text messages to your subscribers.
• Some apps have an offline feature which allows you to use the app without an Internet connection.
Mobile Apps• Software
designed for a mobile device
• Platform-specific
• What can apps do that mobile websites cannot?
• Psychology of the end user
Mobile users open the internet browser on their phones when they are searching for something.
If mobile users are going to engage with content repeatedly over time, they want an app for that.
Multi-Platform Services
• InstantEncore
• Mobile Roadie
• Crowdtorch
• TN Mobile Plus
Online-based services that use a central control panel to enable organizations to deliver content to multiple mobile platforms – Android, Apple, mobile web, etc.
Event Information
Events List Event Details
• Title• Date• Image
• Title• Date• Image• Online tickets• Box Office
Phone #• Venue / Map• Sponsor• Notes• Performers• Program• Related
Performances
Working With an App Developer
• Be sure that your app has needs beyond a template service
• Look for local developers or relationships to leverage
• Make sure that the developer creates apps for Apple AND Android
• GET REFERENCES
How can you get started with mobile?
• Begin by charting your patrons’ experiences with a live performance on a timeline. Mark common events taking place before, during, and after the performance.
• Identify the points in their journey when a patron is likely to have a “mobile moment.” Be sure to consider both on-site and off-site moments.
• Take stock of your mobile offerings. Which of those moments do you currently address with your mobile app, responsive website, social media, or other tool?
• Which moments are you not currently addressing?
How can you get started with mobile?
• If you have a mobile app and/or responsive site, talk with your mobile developer or service provider.
• What cost-effective solutions do they have for expanding your offerings to address those missing mobile moments?
• If you need to seek out a mobile service or developer, research and approach at least three potential providers to see how they would help you fill the gaps in your mobile moments.