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

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Digital encompasses more

than social media

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Digital ExperiencesWays to experience and interact with content online

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@jalcnyc+

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Don’t limit yourself to any

one platform.

Be channel agnostic.

Steps in digital engagement

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social media likes/follows

email addresses

web visitors

click

like

watch

comment

read

share

respond

buy ticket

buy product

donate

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#1: Make Your Digital Toolbox

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• Goals

• Strategy

• Smartphon

e

• Curiosity

• Time

In the toolbox

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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

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#2: Embrace your niche

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Your content should be nicheYour community should be

inclusive19@bizmonides @jazzdotorg @tessnetwork #TNinnovator

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#3: Make emotional connections

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#4: Champion Creative

Abrasion

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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

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#5: Take calculated risks

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#6: Model Transparency

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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

#7: Celebrate Success

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3 times as many people

gave online than in

the same period last

year

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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

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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

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