DIGITAL MEDIA

Whatever
Wherever
Whenever
 AGENDA
• WHAT IS DIGITAL MEDIA

• CREATING A DIGITAL PLAN

– A new approach – total engagement

• GOING MOBILE!
– Be anywhere, anytime for your Fans
– Using what you are already doing
– A Look at the LA Opera iOS App
What is Digital Media? Everything.

Music Video Photos

Buzz Event Info Fan Feedback

 Where does it go? Everywhere!

Social Networks Mobile Apps Your Website Video

Email Campaigns InstantEncore Radio Music Distributors

 Who is Online? Everyone.
Harris Interactive Results December 23, 2009

Adult Internet users spend an average of 13 hours a week online.

About 14% spends 24 or more hours a week online, while 20% of
adult Internet users are online for only 2 hours or less a week.

Most time online - Those aged 30-39 (18 hours), those aged 25-
29 (17 hours) and 40-49 (17 hours).

Ecommerce behavior - half of all those online bought something

on the Internet in the last month. This includes 62% of those
aged 30-39 and 56% of those aged 40-49.
Who is using a Smartphone?

By August 2010 –
3 Smartphones will be activated
every second.
WHY DOES THIS MATTER?
The internet is not going anywhere.

New media can generate new money.

There is no magic bullet.

This is a conversation – not a one-off event.

 CREATING A DIGITAL PLAN
Where to begin? Determine your goals.

Align your digital strategy –

With your organizational strategy.
 A New Approach
Open Access – Total Engagement

• Harness the power of technology.

• Make EVERYONE a stakeholder.
• Empower your audience to become your
ambassadors.
• Use affordable & simple tools to create engaging
initiatives.
• Increase the lifetime value of each Fan.
 Creating a digital plan-
What are your goals?
Engage your audience and sponsors.
Promote through your audience and
sponsors.
Reach new audiences.
Invigorate your employees and artists.
ROI! Generate revenue with digital media.
Develop vibrant online communities.
Use your time & resources wisely.

• Take what you are already doing & share!

• Add new content consistently. This is KEY.
• Make technology work for YOU.
– Use Web-Based services to streamline your
digital activities.
– If you are entering digital content multiple
times you are not being efficient!
 THOMAS HAMPSON
GOES VIRAL
1. Classical MPR recorded a concert by Thomas Hampson
2. “Take the Concert Home Event” for Audience Members
3. Broadcast on Radio (MPR, Performance Today, EBU)
4. On-Air announcement of Download Code
5. Multiple Websites Promote Download, Streaming, Fan-
building & Feedback – Share with a Friend
6. Multiple iPhone Apps allow streaming & Fan comments
Going Viral – Who was involved with this Project?

Radio:
Performance Today
Minnesota Public Radio
European Broadcast Union

Artist:
Thomas Hampson
Presenters:
Winona, Minnesota
Williams Bay, Wisconsin

Social Platforms:
Facebook & Twitter
InstantEncore.com

Websites:
Performance Today
Thomas Hampson

Mobile:
iPhone Apps – Tom’s & PT’s
 Getting Performance Rights Right

What is management asking for?

•To use music and video for promotional purposes as an audience
& donor development tool?

What are the barriers:

•Securing a economically viable agreement with the musicians
•Establishing quick-turnaround of recordings
•Earning trust: respecting artistic integrity, setting realistic
expectations

How does streaming and downloads work for music under

copyright?
•Mechanical Licensing through Harry Fox
•Broadcast Licensing through BMI, ASCAP, etc…
 
In today’s wired world, the most important economic
competition is no longer between countries or
companies. The most important economic competition
is actually between you and your own imagination.
Because what your kids imagine, they can now act on
farther, faster, and cheaper than ever before – as
individuals. Today just about everything is becoming a
commodity, except imagination, except the ability to
spark new ideas. - Thomas Freidman
 Go mobile.
Connect with Fans anywhere, anytime.
LA OPERA at YOUR FINGERTIPS!
 Create a Mobile App Plan!
• Use what you already have
– Event Listings
– Podcasts, Blogs, News
– YouTube Channel
– Photos
– Your Audience!
• A little bit goes a long way
– Design a plan to release a little content daily or weekly
• New Media - New Money
– Feature sponsors in your app
– Special benefits for App users
 Home Page

Personal Voice Greeting

from Placido Domingo!
PUSH NOTIFICATION!
Events
 Event Details!

Get Tickets
Call Box Office
Get Directions
Read Program Notes
Engage the
Audience!
Fans share
comments
Video- Live &
On-Demand
Watch Video
Buzz
Podcast
Links to Online
Profiles
 DIGITAL PLAN
CAPITAL INVESTMENT:
• Hardware & Software

OPERATING COSTS:
• Podcasts – 4 per year (10 minute production)
• Video interviews –maestro, soloists, musicians, staff,
• Listen Before the Opera – Music Clips
• Social Media Sites
• YouTube Channel
• Mobile App
• Widgets –custom branded
• Printed Material for Audiences
Re-Engage –Fan Alert Emails
Opera Companies Using Social Media
Creatively!

• Opera Philadelphia – Facebook & YouTube

• Madison Opera – Social Networking Integration

& Digital Vocabulary Assistance!

• San Diego – Twitter Campaign

• Palm Beach Opera Company

 Innovative Twitter San Diego Opera

The Director of Education & Outreach is tweeting the history of opera
one tweet at a time

His twice-daily efforts have gained 1,000+ followers on twitter since
November 2009.

The San Diego Opera is aggressively experimenting with social media to
get its message out - Facebook, a free iPhone app (InstantEncore.com),
YouTube videos, podcasts , and its activities on Twitter.

“Using social media enables the company to tap into a whole new
audience demographic while also enhancing the experience of our
devoted followers, providing them a plethora of multimedia components
and supplemental information,” - Ian Campbell, General Director.
 Contact Info

• Margo Drakos
– margo@instantencore.com
– 347-302-4667
– www.twitter.com/margodrakos
What is InstantEncore?
 Why InstantEncore?
•The technology, support, and strategy for implementation

•Digital Asset Management System Specific for Classical Music & Jazz

• Auto-tagging of all content (music, video, buzz, event listings) into

7 classical-music specific fields

• Automatic posting when new music, video, and buzz is online to all
relevant musician Facebook/Twitter accounts, websites, and
mobile devices

• Automatic Daily Fan Email alerts when new video content comes
online
Your instant reach with InstantEncore.