There are lots of great examples of large corporations and companies who are using the web and social media in innovative ways. These are excellent inspiration for us arts marketers. I find myself wondering, “That is great, but how would I apply that?” Or, “That would be really cool, but we don’t have a need for something that involved.”
That said, where are the arts .orgs that we can use for inspiration? Who is out there doing really great things? I’ve got three examples for you that demonstrate using different aspects of the web and social media:
SEATTLE OPERA – INTERACTIVE BROCHURE
This interactive brochure is, quite simply, awesome. It has all of the elements of a regular brochure (as the name suggests) plus sound clips, performance videos, and video commentary. This is truly a prime example of true audience engagement through the use of an organization website. Bravo!
OPERA COLUMBUS – OPERA HAIKU OF THE DAY
In a fantastic little daily ode to #operaplot, Eric McKeever of Opera Columbus tweets an opera plot in haiku form. There are no prizes if you guess the correct opera, just personal satisfaction and an @reply for your Twitter username. I have found myself racking my brain many times at his clever prose, clearly showing the value of this small (and FREE) way to get your audience involved.
NEW YORK CITY BALLET – YOUTUBE CHANNEL
So many arts .orgs have YouTube channels, but many of them are simply repositories for performance videos. Whilst that is a very valid use of a YouTube channel, it lands a bit flat in terms of engagement. New York City Ballet‘s YouTube channel is a fantastic example of the power of original, behind-the-scenes content. One of my favorite videos features endearing footage and commentary of the dancers when the were children.
All three of these examples can be used as a foundation for projects at any size arts .org. Looking for a first fore into video? Create a simple vlog that would require minimal editing. Hesitant to dive into Twitter? Maybe put more effort into your Facebook fan page. Don’t have the budget for complex web features? Simply post links to additional content (YouTube, outside websites, etc.) on your site. Be creative!