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

4.5 billion mobile users worldwide

Source: Ericsson

• 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

Daily Global Mobile App Usage

Source: Flurry Analytics

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.

Common Off-Site Mobile Moments

Common On-Site Mobile Moments

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

Responsive Design

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

Mobile Apps

• Software designed for a mobile device

• Platform-specific

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.

App Types: Brand Engagement

Example: Winnipeg Symphony Orchestra

App Types: Brand Engagement

Example: Austin Symphony Orchestra

App Types: Education & Information

Example: LiveNote from The Philadelphia Orchestra

App Types: Education & Information

Example: LiveNote from The Philadelphia Orchestra

App Types: Education & Information

Example: LiveNote from The Philadelphia Orchestra

App Types: Playfully Interactive

Example: Bravo Gustavo from LA Phil

Example: The Show Must Go On from Royal Opera House

App Types: Games

Example: The Show Must Go On from Royal Opera House

App Types: Games

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

On-Demand Video

Live Streaming Video

Music

Photos

Aggregate News & Social Media Posts

Artist Bios

Create Your Own App Pages

Link to External Sites

Empower Patrons to Share Content

Push Notifications

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.