BAT Agency Richardson, TX 75080

BAT Agency

Ted Bangs, Katherine Harp, Perla Lara, Janet Ponce, Amanda Tolbert

Save the Dallas Symphony Orchestra

October 30, 2013

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Table of Contents

Executive Summary of the Problem 3-4

Summary of the Solution 4-6

Audience 7-10

Overall Website Design 11-12

Blog Overview 13-15

Social Media Overview 16-27

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Executive Summary of Problems facing the Dallas Symphony Orchestra The Dallas Symphony Orchestra has many years and years of experience behind them, but it will be all for naught if the declining state of Symphony Orchestra audience members is any indication of what is in store for the DSO in the upcoming future. There are many forces working against the lifespan of the Dallas Symphony Orchestra, and the result is a declining state of affairs for the Dallas Orchestra when it comes to performance turnout, donation amounts, and ticket sales, which are the non profit DSO’s only life blood.

Here are the problems that appear to have the most impact on the Dallas Symphony:

● The audience may be declining due to the decease of original members of the Dallas Symphony Orchestra audience turnout.

● Typical music arrangements may not be very interesting to new potentially interested audience members.

● Social media activity is not very visible due to a lack of interesting posts or active networking.

● In September, the DSO began the season with a mournful, yet rare, piece of music that was performed with Annalise Stroppa singing in French. A review struck on many little problems that had to do with lighting, program typing and format, and the tone that the Orchestra hit on in the beginning of their concert.

● Placement in the Dallas local music scene might also be a contributing factor towards the effect that the Symphony has towards locals and tourists. Since the DSO has such a professional, and elegant atmosphere towards how it performs, and the audience must have a proper behavior towards the performances, there isn’t much the Orchestra can do in the way of attracting the prominent local “club scene” people.

● The DSO has not explored their options in case they were to file for bankruptcy, which seems to be a nearing possibility. An inability to pay fees could be a very real problem in the near future, as soon as January or mid-February.

● Funds gathered from the $20 million “Great Orchestra Campaign” campaign can not be used towards a projected $6.5 million shortfall.

● Ticket sales are significantly decreasing as time passes. ● Since 2009, the Dallas Symphony Orchestra has been struggling to meet

the closing deadline of their impending doom when it comes to meeting monetary needs.

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● The Meyerson Center houses groups other than the DSO, but they all typically tend to market to more adult crowds by including older R&B artists, and well-known Oldies artists, which may in turn be alienating any potential newcomers of the newer generations.

● The Meyerson Center offers upscale higher quality fine dining, which regardless of taste, the pricing for these pre-concert dinners might not be very appealing in the suffering economy.

Summary of the Solutions

All of these problems that the Dallas Symphony Orchestra is having are the product of years of consistent performances and viable income from a once prospering economy. However, in the recent economy struggle, people willing to pay $40 for a ticket to a Symphony orchestra performance may be rather lacking, even with the nationally recognized and endlessly celebrated Jaap van Zweden leading the most talented musicians gathered into the heart of the Arts District in Dallas. The DSO could fix this if they can exert the same passion that they exude during the player’s performances, and it will be infinitely easier with our services in relation to this in mind: The most relevant information to take into account at this time is very closely tied with the way that social networking has been representative of the events going on within the Dallas Symphony Orchestra. Social presence can either break or make the online identity of the Orchestra, which also directly affects the physical audience turnout at performances throughout the season. A lack of visibility when it comes to upcoming events may be the cause of the Dallas Symphony Orchestra’s falling audience turnout. This can be solved by focusing enough energy into the creation of an attractive public image that accurately displays everything that that the Dallas Symphony Orchestra stands for. This can be easily fixed simply by documenting the path the Dallas orchestra has taken so far: the audience can relate to artists that create their own images based on things that they post, rather than reviews from someone else’s point of view.

All of the risks the Dallas Symphony Orchestra is facing might also not be common knowledge to the people with the most power to fund the Orchestra: the Audience. The public has the most power to fund the orchestra, and the way that the Orchestra goes about letting people know that it’s having problems is problematic: they don’t. The DSO has been assuming that the general audience realizes that they are very close to falling into dire financial trouble, and that is the most passive and ineffective way that they could deal with their situation right now. Blaine Nelson, Chairman of the Dallas Symphony Association board of governors, talked about their financial situation in a radio interview, but refused to explicitly mention the problematic direction they are headed towards.

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In fact, it wasn’t until recently that Nelson mentioned the very real possibility of insolvency in an interview:

Even under the very real possibility of the Dallas Symphony Orchestra’s financial demise, Nelson continues to remain passive-aggressive when it comes to asking for help. He uses terms such as “could”, when he should be practically begging for all the help he could possibly help. An audience won’t know what’s at stake if they aren’t told by the committee in charge of such affairs. I personally haven’t seen any sign of their impending demise on the DSO home Page, and I have also yet to see anything even suggesting they have financial problems at the moment on their own page, and I expect much less on any of their social pages.

The Dallas Symphony orchestra has also missed the boat when it comes to reaching out to potential audience members through burgeoning social networks. One such website is Tumblr, which has become an easy way to share art, and which has now conveniently begun to fund ads, which is looking to be an extremely smart option so far. Even encouraging current audience members to post performances or pictures and programs on their blog could multiply their online presence infinitely.

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Their usual donation form is present, but it stands unnoticed and passive and subsequently seems as if it is only there in case any kind soul feels generous enough to donate. There are no signs of alarm, or any sort of indication that the Symphony is in desperate need of donations. It seems like a self-deprecating thing to do when they could do so much more to do in the way of networking and using their valuable resources and connections to their advantage.

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Audience Identification

Symphony audiences across the globe are on the decline, and the Dallas Symphony Orchestra is among them. According to research procured by the The League of American Orchestras, the rate of participation in classical music by American adults has decreased consistently for the past 25 years. Their research has shown that trends in generational participation are one of the largest factors in this devastating decline. Each new generation is participating less than the generation before them. Not to mention, out of those who are participating, they are doing so less and less as they age. Audiences are getting older and smaller, and the high rate of U.S. population growth is not bringing in enough new participants to make up for the losses due to aging.

While the loss of participation in older generations is seemingly natural, as complications associated with aging make it more difficult for these generations to get out and participate, it is imperative that those empty seats get filled with new participants from younger generations. This has not been the case. In fact, each generation is participating less than the generation before them did when they were the same age. And all generations show a steady decline in recent years.

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This trend could prove to be detrimental to the survival of symphony orchestras as a whole, including the Dallas Symphony Orchestra. The DSO must find ways in engage and retain new audiences from Generation X and Generation Y.

It is extremely important for the DSO to understand the new culture of these two generations, in regards to media and entertainment. Previous generations were satisfied with merely attending and observing events as their means of participation. With the emergence of the Internet, specifically Web 2.0, generations X and Y have come to expect a much more active and inclusive participatory role. The DSO must take this cultural difference into consideration when developing a marketing strategy geared towards them.

Having an online presence on multiple social media outlets is only the tip of the iceberg. DSO needs to engage fans by including them and making them feel like they are contributing in some way. For Generation X, this could be done through contests and fundraisers, which not only earn fans, but earn much-needed funds as well. Perhaps allowing those who donate during a certain month to nominate and/or vote to choose what the next composition the DSO performs will be. Contests via social networking sites that bestow winners with free tickets, or the chance to meet with DSO members or their conductor would likely also draw interest.

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For Generation Y, it is important for DSO to reach into the public school system. Specifically, Middle and High school bands are comprised of the students who are most likely to become long-term classical music fans. Since they are already somewhat interested, they will be the easiest to engage. Having a few DSO members visit schools to talk with band members and give out some tickets would earn more of their interest. And things like holding workshops where the entire DSO works with entire school bands could be very empowering and moving for students, while also fulfilling their need for an active participatory role. Perhaps those students who excel or show exceptional promise during workshops could even be invited to play with the DSO for a few minutes during one of their scheduled shows. These types of interactions are likely to impact the way these students look up to the DSO and, when they come of age, will convert them to long standing patrons of the Symphony.

The Generation Y’ers who do not already have an interest in classical music will be more difficult to reach. The DSO already has a Pops Series to help attract some of the older generations who aren’t as easily reached by classical music. But nothing in that series seems to be geared toward Generation Y. If the DSO offered a series, or even just a handful of concerts that involved contemporaneous music that Gen Y can recognize and relate to, they would be more likely to venture to the symphony out of curiosity. Miami’s New World Symphony has had enormous success with this strategy through their PULSE series, which is described on their website as “transforming New World Center into a late-night lounge—complete with club-style lighting and video projections—during this genre-bending, innovative event. A DJ spins electronic grooves alongside performances by the New World Symphony of contemporary and classical works for orchestra and ensembles.” These are the types of events that Generation Y are attracted to.

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Another very important aspect of Generation X and Y is lack of time. Generation

X is in the stage of their lives when they are focused on building a career and family. Generation Y is focused on study, or entering the workforce. Both live very fast paced lives. And it was these generations who were hit the hardest during the recent economic downturn. Because of this, many who genuinely do wish to attend the symphony may not be able to, because they cannot afford tickets, do not own the nice attire one is expected to wear to these events, or simply do not have time to spare for a 2 hour concert. It would be beneficial to all members of this group to occasionally have the option of attending a shorter, less expensive, and more casually executed event. Concerts like this have already proven effective for the New World Symphony. Coincidentally, these occasional inexpensive concerts could also bring back some of the older generational audiences that were lost because of economic problems.

Overall, if the Dallas Symphony Orchestra is going to achieve long-term survival, it is going to have to find creative, interactive, and contemporary ways to captivate Generations X and Y. It is also important to maintain a healthy relationship with the current, more traditional audience that still remains. But the DSO must realize that, due to the certainty of aging, they will not always be there, and the new generations must be relied upon. Through the implementation of several well-developed strategies, this goal can most certainly be achieved.

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1

Web Design

The Dallas Symphony Orchestra’s home website is simplistic and easy to use. On the website, there are various links on the top to season tickets, planning your visit, blog, supporting the symphony, education and community, and an about us page. These all go to different pages within the Symphony’s and give more information based on what one is looking for. The plan your visit page is very useful for those planning to attend the symphony; it includes a seating chart to view ones seats as well as dining and shopping attractions within the symphony. Supporting the symphony has never been easier, with a link on how to give to the symphony, how to volunteer, and upcoming special events it’s especially easy to lend support. Dallas Symphony Orchestra additionally focuses on the education of Dallas’ youth and supports the community with special seating arrangements for various grades in the Dallas area. The page about the Symphony focuses on the core values of the symphony, its’ history, and more information regarding the Dallas Arts District. Having these easy to use sections at the top of the symphony’s page is exceptional; upon entering the page, it is simple and painless to find the information one is looking for.

Along with having multiple facile tabs on the Dallas Symphony Orchestra’s page, the Dallas Symphony Orchestra has incorporated many user-friendly ways to get involved in the Symphony. On the homepage, there is a color-coded calendar that shows various events going on within the Symphony. The calendar can also be filtered based on the type of music the consumer is interested in. Below the calendar is a donation box that allows anyone with a debit or credit card to effortlessly donate to the Symphony, in dollar amounts of course. Next, one can sign up for emails from the symphony and below is the social media box. Having the social media box so far down on the page poses many issues; it is hard to see and almost looks hidden. Placing the social media bar within the tabs on the top of the page would have been a much better placement for them, possibly increasing the traffic that would then go to those websites.

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The most interesting part about the Symphony’s home website page is the moving images on the top of the page. These moving images highlight the performances that are currently taking place, increasing interest and enthusiasm for the performances. The shows that are not part of the moving images are placed underneath where the patron can explore the other various performances offered by the Symphony. Oftentimes, these performances are coming up within the next few months with tickets for presale. Having both the current and future performances close together benefits the consumer in finding out more information about which shows they would like to attend.

Those interested in more information about the Dallas Symphony Orchestra can either go to Symphony’s blog page or live chat with someone from the Symphony right from their computer. Despite having the technology to chat live with someone, it is very difficult to connect with someone on the other end. The Symphony’s blog page, however, it very informational about the performances as well new information about the Symphony. Despite this, it is difficult to view current blog posts, they are not put in chronological order. Additional ways to learn about the Dallas Symphony Orchestra from their website, is through the contact us page, which is easily located at the top. From this page, there are various straightforward ways to contact the Dallas Symphony Orchestra, such as a phone number, email, and even the hours of operation if you wish to stop by.

Overall, the Dallas Symphony Orchestra’s home website is immensely easy to use and aesthetically pleasing. With just a few improvements here and there, the website could be more accessible to other sources that the Symphony utilizes and despite being in financial burden, it is not apparent on the website.

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Blog

A Blog is hugely important to an organization such as the DSO because it opens up a pathway to reach a younger audience and allows die-hard attendees to keep up with the latest on DSO news and upcoming events. It seems that the best Symphony Blogs seem to go a little bit above-and-beyond in that they not only provide an online presence for the organization, but also add a bit more uniqueness and flavor to the experience. The London Symphony Orchestra, for example, runs a fantastic blog that has been around for about 40 years. The LSO’s blog feels much more like a fan owned and operated website. The aim of the blog is more to cater to the interests of its audience rather than trying to find different ways to get another customer through its doors, and that difference is palpable. Below are two snapshots of both the DSO (Left), and the LSO (Right):

On the right is the London Symphony Orchestra, which is known as one of the

best Symphony Orchestras today and is a prime example of how to reinvigorate symphony attendance in the 21st century. The LSO is a perfect comparison to help identify where the DSO needs to improve their online presence. The most noticeable difference at first glance is the color, and lack thereof. The DSO has absolutely no color except for their small music note logo in the top-left corner. Looking over to the London Symphony Orchestra’s blog homepage, it has a much more modern looking logo and the logo helps dictate the layout of page (the logo matches the background image and other accents). From a functionality standpoint, the color has nothing to do with the content, but it shows a lack of effort to reach out to those creative souls that regularly attend symphony orchestras, and are the lifeblood of the organization. Apart from the aesthetic reaction to the DSO’s lack of embellishment, the blog is also lacking in many practical “normal blog” functions. For instance, although the Dallas Symphony Orchestra has an online presence on almost all major social media outlets, they only have links to Twitter, Facebook and YouTube, and even those links aren’t in

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the forefront of the page for quick access. The DSO blog even completely disregards the fact that they have a Pinterest page, a Google Plus account, and a FourSquare. The LSO, on the other hand, puts links to share on all of those social media outlets and more at the end of every article, and clearly lists the links to each of their pages for those mentioned media outlets as well. The blog should be an organization’s business card to social media. The blog needs to represent what the organization stands for, accurately represent the flavor and culture, and reflect the mission and goal of that organization. The DSO blog seems to do almost none of that. While yes, it is very clear that it is an organization dedicated to the perpetuation of classical symphonies being relevant in modern times, they don’t really seem like music lovers. The DSO blog feels very much like a store. If you notice the page links in the navigation bar in the snapshot above, you see how the DSO welcome’s its online audience. The page titles are “Season & Tickets”, “Plan Your Visit”, and “Support your Symphony”. All of the pages on the DSO website feel like they are geared towards finding ways to get you to either buy tickets, or spend money in other ways such as giving donations. If you compare the headlines of the DSO to the LSO you will see how to correctly communicate to your audience. LSO pages include: “LSO on tour”, “Artist Interviews”, “Behind the Scenes”, and “LSO Live”. The aim of the LSO blog is to enrich the experience of the music fanatic, rather than milk them for their money.

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Above, we have two examples of articles listed under the “New Articles” on the homepages of both the DSO and LSO. On the bottom is the LSO, the information is a bit more in depth, the space is used more efficiently, and the off-white background makes it appear a tad less boring. The DSO entry, however, is lacking. It’s almost as if the designer for the DSO was going for some kind of minimalist black and white theme, but regardless, it leaves the blog looking empty, uninviting, and boring. The stories are also presented differently on the LSO blog. The LSO has a live scrolling news screen that cycles through images of new articles and small blurbs about their content. The overall feel of the website is much more streamlined. The most appalling fact is that the DSO is completely capable of making these changes to its blog, they are not expensive, nor difficult changes.

In order to upgrade the online-worth of their blog, the DSO is going to have to make some key changes. First of all, color will need to be added. The DSO is going to have to find a way to incorporate more color into their blog even if that means reimagining their logo, or even extending the color in their logo to their background/navigation bar. Secondly, the DSO needs to fill their space. Too much space is left empty like in the above example of the DSO article entry and it makes the whole page feel less embellished and fleshed out. Thirdly, the social media links need a major update. Since their creation, it seems the DSO has branched out to many new social media outlets and they are not being utilized. The DSO needs to update their social media and begin to make a better rabbit-hole effect using their online outlets. And finally, the DSO blog needs to begin enacting a more fan-centered blog, so that visitors to the site don’t feel like their being shaken for loose change. The LSO is a wonderful blog because it makes music lovers feel like they are at home; all the articles are geared towards the appreciation of great music rather than towards profits.

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Social Media

The Dallas Symphony Orchestra has three major social media connections. They have Twitter, Facebook and YouTube. I have compared the DSO’s Twitter and Facebook page to world famous London Philharmonic Orchestra and the successful standing Chicago Symphony Orchestra. I have compared Dallas Symphony Orchestra to the London Symphony Orchestra for the YouTube analysis. LSO has a more personal perception to the layout and use of the YouTube social media outlet.

Twitter

I did my analysis over Dallas Symphony Orchestra’s Twitter page and London Philharmonic and Chicago Symphony’s twitter page. The DSO has the least amount of followers. The background to the page layout is less inviting with the Orchestra’s Jaapan van Zweden standing stoic, staring at the camera. While his orchestra behind him sits behind him unsmiling as well. The uniformal stoic disposition that is conveyed in this image is not one of invitation but more of intimidation. The suit the music director wears resembles a military form attire, being all black without any characteristics to his personality. All the viewer is left to judge by is what is shown publicly. The unsmiling face and the hardness of his stare invokes a feeling of quick displeasement. The background image of the Twitter page only shows the disciplined orchestra, as if the audience should expect to get a well organized company presenting themselves. The main focus and emphasis is the Dallas Symphony Orchestra. DSO seems to keep up with immediate tweets but there is only 13,167 people following them. DSO has also made a point of following only 339 people back on Twitter. Although, their numerous amounts of tweets seem to be more cheerful than the image portraying the group, they seem to have more of an interaction with the community of the city and courteous of what the audience might think of them.

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Pinterest Although, DSO does have more interesting pictures on their twitter page of the places where they have played at like Humburg. Although, they have no social links to pinterest, DSO does have a board and most of their creative photographs are posted on the board. They have a lead on followers on Pinterest than LPO by 56 more followers. Which is something at least that they are a little better on. They should that promote that link for association.

The London Philharmonic Orchestra is world famous and has the lead on followers with 82,821 followers and is following 3,681 people themselves. By following

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more people they seem to be more involved within the Twitter community. The background image they use in their twitter page layout is half of their full house audience and a small portion of their orchestra. The LPO seem to be more conscience of reflecting the audience they are presenting to. LPO’s twitter page is full of tweets from people who have worked with the orchestra and people who have gone to see the orchestra play. They are tweets of appreciation. DSO’s tweets are promotional. There is more personal insight from the audience for LPO’s twitter. Their photos consist of casual gatherings of dress rehearsals and meetings with school kids and young musicians. The other symphony I compared Dallas Symphony Orchestra to was the Chicago Symphony Orchestra. CSO has a backdrop of an artistic rendering of Giuseppe Verdi who wrote the Verdi Requiem, the performance piece that they showcasing this month. They have the backdrop to promote the concert, which is free for viewing on CSO.ORG/VERDI. They have over 35, thousand people following them and they are following over 3,000 people.

The photos are interesting and the videos they use for promotion are entertaining and enjoyable to view. There is one tweet with a comedic feel of a man exercising on a playground the to the sound of a man playing his violin. All this is done in a public Chicago playground on a day with everyday citizens of that community, who are enjoy the same playground that they are on. In a way, the CSO doesn’t seem to be afraid to get silly and connect with the citizens around them. https://www.youtube.com/watch?feature=player_embedded&v=-AysmFm5skA

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The most convenient thing I found about this tweet was the ticket link right next to the YouTube video. It was a free entertaining performance piece online and a direct way to buy tickets to something that you spent the last few minutes chuckling over. The comedic performance was a positive stimulus that will increase the chances of you purchasing their product, which will be symphony tickets. Most of the tweets for the CSO are promotional tweets and some of are of fan related and artist who have worked with the orchestra. One particular tweet links an article to the Chicago Tribune claiming that most of the U.S’s symphony orchestras budgets are decreasing and the attendance is declining, Chicago Symphony Orchestra’s is remaining strong and healthy and even more popular. The association president thanked the internet for much of the publicity they got, since the Verdi Requiem to be heard by “80,000 people worldwide and 6,000 people heard the concert at two locations where it was simulcast- Millennium Park and Benito Juarez Community Academy in Chicago’s Pilser neighborhood.” (Rhein, Chicago Tribune: CSO Reports small deficits record ticket sales and fundraising) Summary

LPO seems to use twitter a lot more for personal views of how LPO engages with the public. They are more recognized there by their audience and the appreciation their audience has with them. LPO gives them news of their latest events and links to BBC music and anything else of relevance associated with LPO’s influence of music. CSO uses twitter for business to promote their latest events by linking funny videos and ticket right next to the video. It’s use of advertising works on twitter and gets out to more people who want to be entertained by CSO. Both orchestras follow a lot of people back, thus opening their circle more and connect to a lot more people. Their background

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profile pictures are welcoming and accepting to the general audience. They seem to project a friendlier public image. Facebook

The DSO’s Facebook page is a promotion for their Hitchcock performance coming out this month. It has 15, 427 likes and 6,010 people checked in on the location. They have tags of symphony, orchestra and music. The address and phone number, along with the hours is helpful for direct contact and location. DSO seems to have a stronger following on Facebook than Twitter. Most of the posts made by the DSO are promotional. The most responses they get are from thought provoking pictures.

The post is something music lovers can relate to their lives. It’s more of a connection with their audience.

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The London Philharmonic Orchestra has twice as many likes than Dallas Symphony Orchestra. Their cover page continues with the expressive movement of a musician walking as fast as the music he plays in a room full of still people. Once again, the picture shows a full house and a well displayed layout of the scenery. This page is listed as a fan page, it has no social links connecting it to LPO’s website or tickets or a place where you can check in. The posts updates of what the LPO is up to and some promotional events that would be interesting to the audience like the post below of free beer and cheap tickets to the younger audience.

It got 111 likes; the most the DSO would get would range around 30 to 50 likes on a good post. LPO’s posts get around 100-300 likes on a post. The LPO’s post also seems to be displaying their active engagement with the citizen of their city. In this funny post

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they have a British famous character from their native Doctor Who TV show. The Cyberman helps conduct the symphony while they are playing at an airport terminal.

They also seem to be more involved with their young generation of uprising musicians at the Royal College of Music. The LPO seems like they want to support the

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ongoing tradition but supporting RCM. The connection brings in more people of different ages and generation

The Chicago Symphony Orchestra has over 100 thousand likes and nearly 30,000 people checked in at this location. 16 times more than DSO’s check in mark. Their background is the continuation of the free on-demand Verdi Requiem promotion. They have one social link to Twitter and links to the CSO’s home page and a link to the Music Director’s homepage, Riccardo Muti. Who happens to be a famous Italian conductor.

The posts made by the CSO are of updates of what the orchestra is up to and some interesting insights of what they orchestra aims to be like the comparison to an Italian symphony advertisement on a bus and to the CSO’s similar ad. They asked their FB audience which one did they like best. This post got 264 likes.

The expectations of The CSO seems to be along with the European’s standards as

they had shared a link of Spain’s flash mob performance of classical musicians playing the the public square paying homage to their beloved city. The musicians connect with their fellow citizens and the citizens look on with appreciation.

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The posts found on the CSO are about connection to the public citizens they serve around them. One post was a link to the often-mentioned Chicago Tribune’s article on the Music Director Riccardo Muti’s humanitarian events. Muti had gone to a youth center to meet 40 young female offenders. Most of the girls have never heard opera before or listened to classical music. He goes in there kisses their hands and cheeks greeting them in Italian and English. He mesmerizes them with his charm and entertains them with Opera singers and piano concertos. He pays attention to them and answers all their questions. The young women are so delighted to have the attention of a kind charismatic soul. It lightens up their life somehow despite all the life drama these women are going through. It is something memorable to them and they feel important in a society that has them being punished for acting out. It means something to them.

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Summary It seems the difference between DSO’s Facebook and LPO along with CSO is the

press or documentation of the interaction with the city around them. LPO’s FB is a fan-based page presenting its publication for the needs of its fans. Their page is for their audience’s use and engagements with their city. They also make a big deal about involving their younger generation of musicians. They care about similar organizations not solely focused themselves. CSO’s page is similar but uses its FB page as a way to conduct their business by events and links to concerts. Even though, it is used to promote concerts it is also used to inform the public and their close knit society of their city of humanitarian deeds the face and head of CSO is doing for them. It makes it seem like CSO has a big heart and cares about its people, which gives them even more of following. YouTube

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The DSO only has 351 subscribers and one featured video section and two rows of preview of videos to choose from. They have one link to their DSO homepage. Recent activities are on the right side and are promotions of a short Pixar concert coming in January. The next video is of children in costumes fighting each other. The background music is not of classical music but of a scary techno to promote the Halloween Adventures at the DSO. It is unclear as to what exactly is expected at the DSO when this event is taking place by this video.

The London Symphony Orchestra, once again has a cover banner of the symphony and their audience in the same photograph. It gives the idea that the LSO include their audience as part of them. They do not single out the orchestra alone but embraces the audience as apart of who they are. Also the feature video is of the LSO that has been posted four years ago. It’s a two-minute video of a quick insight of the life of the orchestra. Where they are go, what they do and the city they live in. It’s an entertaining proposal of who they are. It has gotten over 36,000 views. LSO has over 18,000 subscribers and social links to Google +, Facebook, Twitter and a link to the LSO’s website. LSO has more categories than DSO, they have iTunes Essentials: Classical Play, which is 30 of the world’s greatest recordings chosen by iTunes. They have LSO on stage, which are clips of LSO’s performing. They have Behind the Scenes, which is a look at behind the scenes at the LSO. It is entertaining insight in the lives of conductors and musicians. The audience is able to see how much music is influenced in their lives. One of the conductors takes a 2 hour nap before he performs a concert.

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LSO also has Playlist. They have four more selections than the DSO’s YouTube channel, which gives LSO more of an advantage of letting the world see who they really are. They are able to personally present themselves by using YouTube to connect with each viewer. Summary

DSO needs to have more categories and selections in their YouTube page. All the different types of selections LSO has, lets the audience see who they are. The DSO needs more personalization of projecting their presence to the public. It will benefit the DSO in letting the public see a sight into their lives besides the still framed photographs. It would also benefit DSO to have another social link with a stronger point of them of themselves to help them achieve that, like the pinterest that was mentioned at the beginning. The social media outlets should be used to celebrate the DSO’s existence. That’s basically what every person is doing from themselves when they enter the social media scene with insights of their lives.

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Cited Sources: DSO Twitter LPO Twitter CSO Twitter DSO Facebook LPO Facebook CSO Facebook DSO Youtube LSO Youtube Chicago Tribune CSO's financial state Muti's visit to youth center, Chicago Tribune http://www.ccga.edu/Advancement/Foundation/CommitteeInfo/files/AudienceDemographicReview.pdf