Five lessons arts marketers can learn from Google
When I started writing this, I discovered Google’s Ten Things. You’ll see some of it in the following post. Data Google’s business is data. Google’s mission is “to organize the world’s information …
marketing
2010: the year for a technological framework for culture change
The last post referred to Greg Sandow’s list of changes in classical music in the last decade. I took that opportunity to look at a somewhat abstract concept of culture change: That …
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New Year’s resolution: organizational culture and change
Greg Sandow recently composed a list of the top ten changes in classical music in the past decade. It’s an interesting, albeit incomplete, list with plenty of agreeable and perhaps some disagreeable …
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Orchestra Survey: Monitoring and Measuring
None of the orchestras indicated they have implemented or established metrics for measuring social media activities. However, the majority of the orchestras (73%) recognized the need to measure social media activities and …
Orchestra Survey: Activities, Engagement and Goals
The survey demonstrates a high participation rate among orchestras in the different social media tools. All orchestras in the survey are on Facebook and 80% of the orchestras have a Twitter account. …
Orchestra Survey: Budgets, Responsibilities and Time
This is the first post in a series to provide a more in-depth look at the orchestras and social media survey findings. I made the full report available yesterday, to give people …
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Search engine marketing and orchestras: part 4
Now that you know a little bit about how ads show up and the typical account structure, let’s look at three important, interdependent aspects of paid search: key words, creative and landing …
Search engine marketing and orchestras: part 3
After a couple more classes and a Thanksgiving break, I’m back with renewed energy to write more about search engine marketing and orchestras. This time, I’m covering paid search. As I wrote …
Search engine marketing and orchestras: part 2
The third class went a little deeper into natural search. I think it’s important to first reiterate some important matters. Search engine optimization (SEO) is not an overnight process; it might take …
Search engine marketing and orchestras: part 1
This week, I started my second class in the Integrated Marketing certificate program at the University of Chicago’s Graham School. This one’s on search engine marketing, taught by David Gould of Resolution …