Archive for the ‘General’ Category

Not-for-profit Tower Theatre uses social media to share customer experiences and build membership

Friday, August 20th, 2010

This article is reposted with permission from The Social Business Blog:

The Tower Theatre in Bend, Oregon was originally built as a movie house in 1940, and now entertains 50,000 visitors a year with performing arts, civic, educational, and social events. Ray Solley, the Executive Director of the Theatre spoke with The Social Business about how they are reaching out through social media to engage with visitors and encouraging them to share their experiences. We’ll highlight the key business results they have observed and provide good examples of how non-profits can use the social web to build membership communities around their brands.

tower-theatre-foundation

Social Business Summary:

  • The Tower has a solid mission statement and sense of purpose that directs their use of social media, which is a significant achievement in itself. They aren’t looking at social media as a marketing channel. It’s about creating a dialog with their visitor community online.
  • The Tower has built an online presence for their business by posting event listings on their website and directing customers to interact with them on Facebook.
  • They engage with their community through social media and semi-monthly newsletters, and encourage visitors to publish reviews and share their experiences online.
  • They use email and Word of Mouth Marketing to drive new membership, and they have seen response shift away from traditional direct mail in favor of online marketing.
  • There are opportunities for them to create an active blog on their website, leverage location-based social networking tools, and monitor the social web for brand mentions and activity from past artists and performers.

The Tower Theatre has built an online presence for their business

“We began our social media campaign with a goal to raise enough funding from individual membership sales to reach our annual budget of $84,000,” said Ray. Since the Tower traditionally has used personalized letters, email, and phone calls, Ray saw social media as another channel that offers personal contact with their visitors. As a result, they are transitioning from a website that tells you about the Tower Theatre Foundation (the non-profit that is responsible for operating and maintaining the venue) to an online social presence where anyone can connect to the Tower and share their experiences. Their goal is to build emotional connections with visitors, so that they return or become season subscribers, which leads to becoming a member or annual contributor, then business sponsor.

The Tower’s brand is about the entire experience a visitor has, including the pricing of the tickets, the website,  the service in the foyer,  the quality of the performance, the comfort of the seats, and the walk to the parking lot. Tower is one of many options for a person’s entertainment dollar, and they need to stay attuned to customer satisfaction and value perception. They appreciate the significance and value of peer recommendations, and they want visitors to spread their comments, opinions, and criticisms on Facebook as a way of attracting more visitors to the Tower. Facebook also gives people a way to find out what’s going on, including tourists from outside the area.

They engage with their community through Facebook and semi-monthly newsletters and encourage visitors to share their experiences and review their brand

They’re able to manage Facebook comments with one person on their staff who also makes regular updates to the page. They’ve been able to provide customer service to visitors who leave comments on Facebook, and people also use a contact form on their website to send non-public feedback and other requests, which is important because it’s private. They once had a visitor complain about the ticketing system which they agreed with and were able to address it quickly.

The Tower’s newsletter goes out once every 10 days or so to members and patrons. With all of their attention focused on managing the website and Facebook communication, they haven’t yet created a formal blog on their site and Twitter is currently a secondary priority for their team. They hope to hire an intern to help with monitoring the social web for reviews and accurate business listings, but in the meantime they keep popular local sites such as VisitBend.org updated weekly with new performance listings.

They use email and Word of Mouth Marketing to drive new membership

They have 50,000 visitors per year and want to build advocates from this customer base by using promotions to foster dialog. Ray added, “we’ve discovered Facebook works well as a background marketing tool (as opposed to an active marketing tool) that helps spread the message of ‘why’ the Tower is a great place to visit rather than the ‘what’ is happening, which the website can do.” For example, they recently found an unusually high level of people ‘liking’ a post where they announced a band who had played at the Theatre won a Grammy. This indicated people were paying attention, and liked to hear about things related to artists/performances at the Tower.

While they haven’t measured the impact of their social media efforts yet, they are seeing good progress towards their membership goals. For example, they are seeing a 29% return rate from online contributions based on their email campaigns. Last year, direct mail response was 28%, this year it’s 13%. As a result, they are moving away from direct mail and plan to spend more on email and social media, and will eventually incorporate the newsletter into a Facebook tab.

The Social Business Recommends:

  • Consider adding a blog to the website as a way to highlight performing arts in a more detailed way than is appropriate for Facebook. This will help drive commentary, improve search engine ranking, and help convert visitors to subscribers for the monthly newsletter.
  • Ensure the Tower has a presence on location-based social network tools like Facebook Places, Foursquare, and Gowalla, which could help drive repeat visits by providing social incentives (a Tower Theatre badge) or discounts to frequent visitors. These are low-cost or free for the business and can be an effective way to recognize supporters.
  • Facebook fans have shown they are interested in hearing about important activities of the artists who have performed at the Tower. Look at actively monitoring the popular news articles for those artists (consider iLike.com) in addition to monitoring for comments related to the Tower that may be written by bloggers, on review sites,  or other news outlets.

The Tower is a great example of how non-profits can use the social web to build a membership community around their brand.

Do you have an opinion about the Tower or what other non-profits can do to leverage social media? Please share your thoughts!

“Bang For Your Buck” App

Tuesday, May 18th, 2010

Jay Harlow, a friend and colleague of mine, recently created the “Bang For Your Buck” App as part of the “Design For America” contest put on by Sunlight Labs.

That’s a bit of a mouthful to start off a post with.  You can follow those links for more info, but let me sum it up quickly here:

  • Sunlight Labs – A community of open source developers and designers dedicated to opening up our government to make it more transparent, accountable and responsible
  • Design For America – A contest to make government data more accessible and comprehensible to the American public
  • Bang For Your Buck – A simple visualization app which shows which congressional districts are getting the most out of the American Recovery and Reinvestment Act (ARRA)

Jay’s app is a visualization of the dollars-in .vs. dollars-out data for each congresssional district, presented as a 3-D map of the U.S..  Blue districts voted for the ARRA, while purple districts voted against.  The ‘height’ of a district represents the ratio of dollars-received as part of the ARRA .vs. income tax revenue generated by that district.

I can’t say that it led me to any blinding flashes of insight as far as how the ARRA funds have been divied up (Oregon seems to be in the middle of the pack in this regard, btw) but it’s a good example of what happens when government datasets are readily accessible to creative, talented developers.

Beacham Clock Co. In Sisters

Tuesday, May 11th, 2010

Not exactly the kinds of “tech” this blog normally talks about, but any self-respecting nerd will surely be interested in knowing about Beacham’s Clock Co. in Sisters.  I found out about them via Kristian Foden-Vencil’s OPB piece this morning.  Apparently Ed Beacham, the owner, is unique among master clockmaker’s in the country.  From the article:

He’s what’s known as an horologist and Clocks Magazine calls him the only master clockmaker in the country who can construct not just the gears and springs of a timepiece, but the face, the hands and the entire wooden case.

They go on to say that his presence in Sister’s is beginning to attract other aspiring clockmakers to the area.  While I don’t think we can expect a stampede of wanna-be John Harrisons to come barreling down highway 20 any time soon, it will be interesting to see if this creates a new micro-industry here. The Pacific Northwest seems to have a knack for this sort of thing (I’m thinking specifically of how the fine woodworking and glass blowing/sculpture industries have evolved in recent decades.)

Anyhow, just thought I’d get this on your radar in case you missed the OPB story.  If you’re passing through Sister’s, I’m betting Beacham’s clock shop will make a nice change from the usual tourist trap shops that litter main street there.

Misinterpreting Bend’s iPad Market

Sunday, May 2nd, 2010

Bend continues to make Top 10 lists as journalists misinterpret various reports from data collecting agencies.  This time Philip Elmer-DeWitt over at Fortune magazine raises his eyebrows at seeing Bend ranked #5 on Net Application’s report about market penetration of the iPad.

Philip makes a couple missteps here.  First, he ignores the ±0.9% margin of error on Bend’s reported 0.19% market share, which pretty clearly shows we’re only there by the grace of sampling error. He also blunders in his assumptions about how backwoods Bend (and I suppose other non-”large metropolitan” markets) really are:

it’s hard to imagine large numbers of Bendites making the three-hour drive to Portland to queue up for Apple’s latest invention

That little goof raised the hackles on several commenters.  My favorite retort comes from “Paul”:

One came down on an ox cart from the Cascades with the Indian traders. i defrosted it by the campfire. i use it to kill rock chucks so there is food for dinner.

Bend on Businessweek’s Top 10 Cities for Startups

Thursday, April 29th, 2010

Bloomburg Businessweek just posted their list of top 10 cities for startups and guess what? Bend comes in at #4.  The list was compiled using data from ZoomProspector.com, which has some pretty interesting stats for Bend.

Personally, my gut is telling me this is a bit optimistic on BW’s part.  Certainly there’s a lot we could be doing to be a better spawning ground for startups.  But Bend does have a lot going for it.  (I obviously voted with my feet when I moved here a few years ago so I can’t be all that pessimistic, right?)  ’Would love to see comments on how people feel we compare to other cities on that list.

BTW, Mike Berkley is attributing our ranking to Dick Luebke, but I don’t know the details behind that:

All because of @rluebke RT @tomturnbull: Bend, OR makes Bloomberg BusinessWeek’s top ten cities for startups http://bit.ly/aAP2XY

Anyone out there care to elaborate on this?

[UPDATE: Dick says, "nope, not me" (see his comment below)]

Macbook as WiFi Access Point

Monday, April 19th, 2010

I’m typing this from my Macbook while sitting in a barge on the Nile. Yup, *that* Nile.  The one in Egypt.  I’m on vacation with my family and having a great time enjoying everything this country has to offer.  It is a land of contrasts – for example I have a megabit ethernet connection running while directly outside the window people people live in 3rd-world squalor. Mud-brick houses, subsistence living, the whole shebang.

One of the big differences between America and “all d’em fuhreners over there” is in how far behind the curve we are when it comes to the use of our mobile networks.  The first time I saw someone use a cell phone as a data modem was in Turkey while sailing on the Mediterranean.  We were sailing along a barren stretch of coastline where it never occurred to me there might be cell phone coverage, when I noticed the boat crew happily surfing the Internet.  At first I thought they must be using some sort of satellite phone.  But no, they had  simply tethered the captain’s phone to a laptop.  It was frickin’ cool!

So for our Egypt trip, which we’re doing with a small group of friends and family, I was a little more prepared.  The website for the barge company said there would be Internet access, but I’ve learned to be very skeptical about these sorts of claims when traveling abroad.  Too often I’ve found myself having to fiddle with network settings while sitting on the steps of some coffee shop that’s closed for the evening, trying to pirate myself a bit o’ WiFi love.  It turns out I was right to be a little skeptical.

When I asked the crew of the barge about Internet access, they handed me a little white USB dongle – a 3G mobile modem for laptops.  Had I been just one person with a Windows laptop, this wouldn’t have been an issue (in theory) – the crew said I could just plug it in and it would auto-install all the software I needed.  But I had a MacBook, and 15 other people that I knew were wanting to surf the web on various devices (iphones, kindles, blackberries, netbooks, etc.)  Trying to get each and every person’s computer working with this egyptian 3G modem… well… not the way I wanted to spend my vacay.  The solution turned out to be pretty straight-forward.

First, after using the crew’s computer to locate and download the software I needed to get the mobile modem running on my Mac, we had to figure out how to x-fer it to my MacBook.  In the U.S., the solution is simple: “Just use a memory stick”. But over here?  ”Just use Bluetooth”.  ’Turns out both our laptops had bluetooth support and it was a simple matter to pair them and transfer the install package.  And so I soon had my Mac connected to the net.  But what about everyone else?

Fortunately Macs have a nifty little feature called “Internet sharing”.  Instead of using the built-in wireless to connect to a wifi access point, your Mac can actually become a wifi access point.  After enabling this feature, it wasn’t long before we had a lounge full of people surfing the web on their mobiles and laptops using my little ol’ MacBook as the access point.  Problem solved.

Meanwhile outside our barge window a man and his son in a rowboat are slapping the water with oars and sticks, driving fish into their nets, exactly the way it’s been done around here for thousands of years.

iPads in Bend

Saturday, April 3rd, 2010

‘Just got back from playing with an iPad over at the Connecting Point store on Franklin.  They have a couple demo models you can play with.  And as of 3pm, they still had about half of the fifteen units they were allocated available for sale, although they did sell two while I was there.  But… no long lines, no huge wait to play with the demo units.  They did say their Medford store sold out pretty much as soon as they opened.  (‘Has me wondering what that says about Bend’s appetite for technology in general, that.)

I won’t bore you with a long review – there are plenty of those out there – but here’s my short version …

Nice display, nice form factor.  Pretty much feels like exactly what it is – a mutant size iPod Touch (or iPhone sans phone, take your pick).  The sales guy was talking up how much faster the CPU is, and I guess it was better.  But, frankly, I work on a MacBook all day long, not the iPhone that I have collecting dust somewhere on my desk, and so the performance wasn’t really anything to write home about.

As a device to do work on it’s not super-thrilling.  Mostly because the keyboard is still pretty hard to use.  You still make lots of typos.  Worse, Apple still forces you to switch between number .vs. letter modes when typing, just like on the iPhone.  On the iPhone, that makes sense – there’s so little real-estate – but the iPad is a lot bigger and they could have easily put a row of numbers along the top and provided a more traditional typing experience.  ’Would make it a heck of a lot easier to do significant amounts of typing (or enter passwords).

At first none of the apps really won me over either.   Don’t get me wrong - Labyrinth HD is beautiful and fun; browsing in Safari on the crisp, clear display is a joy;  videos on YouTube are very watchable, etc.  But, again, I’m used to my MacBook (plugged into a Dell 24″ monitor, woot!) so at a gut level it was all very *meh*.  It wasn’t until the very end, when on a whim I launched the Star Walk app that I had that “uh oh, I might actually have to buy this!” moment.  If you’re a star-gazer of any sort, Star Walk is simply awesome! It is exactly what a star map should be, and the iPad is exactly the device you want it on.  The only thing that would make it better is real GPS support so that it automatically oriented itself with the direction you were facing/holding the iPad.

That is going to be what drives the iPad’s success. Not the hardware (cool as it is), but rather that for just about everyone there will be at least one app among the 1,000′s available on the App Store that gives them that “Holy sh*t!” moment.  So I guess get your butt down to Connecting Point, try one out, find that one app for you, and save Bend the embarassment of being the only city in the country that doesn’t sell out on iPads today.

Google Rumored to be Considering Bend Data Center

Thursday, April 1st, 2010

Fast on the heels of Facebook’s recent move into Prineville, Google appears set to make their own entry into the rapidly developing market for cheap, affordable, green power here in Central Oregon.

I was hanging out at Thump Coffee this morning and overheard mayor Eckman congratulating Jim Clinton on how their negotiations with “The Goog” are proceeding. (I’m assuming they were referring to Google… who else could it be?). Anyhow, apparently in exchange for favorable tax and permitting exemptions Google will be opening up a 140,000 sq-ft data center on the site of the Old Crane Shed building.  And get this, in a move inspired by the REI-Old Mill building deal, the City Council is asking that Google restore the Shed to it’s original condition as part of the deal.

Anyhow, I’m on the hunt for more details, so if you Twitter-heads can help spread the word I’d appreciate it (short link to this post: http://goo.gl/xY5E).  And if you hear anything, drop me a comment here, eh?

Bend: We’re more social.

Wednesday, March 31st, 2010

While reading this SlashDot post on how Facebook has harassed litigated convinced a researcher to delete the dataset he compiled by scraping 200M Facebook user profiles, I found myself wandering over to a paper by said researcher in which he talks about how the data showed seven distinct geographic social networks in the U.S. One of which, the “Nomadic West”, he describes as follows:

The defining feature of this area is how likely even small towns are to be strongly connected to distant cities, it looks like the inhabitants have done a lot of moving around the county. For example, Boise, IDBend, OR and Phoenix, AZ all have much wider connections than you’d expect for towns their size

We’ve all kind of known that Bend was a bit different – that we have a pretty mobile population here – but it’s pretty cool to see that backed up by real data.  If you’d like to explore the map further, check out the U.S. Cities tab on the FaceBook Profile map.

(Hmm.  ’Think this might be a useful argument in Sunriver’s bid for Google Fiber?)

Sunriver responds to Google Fiber RFI

Tuesday, March 30th, 2010

Last Friday, Sunriver joined an estimated 1,100 other cities and communities in responding to Google’s Fiber for Communities Request for Information (RFI). By now everyone has probably heard of the “Google fiber” initiative, with cities like Topeka, Kansas changing their name to Google, Kansas (if only symbolically), and mayors doing stunts like jumping into nearly frozen lakes in front of rolling YouTube cameras – all in hopes of gaining Google’s attention.

Sunriver took what we think is the “high road” – preferring to make a business case to Google. Our major selling points are:

  1. Reach – for the cost of wiring 6,000 homes, Google would expose the benefits of gigabit fiber to over 1 million visitors per year. These visitors come for holidays and vacations, as well as business meetings and conferences based at Sunriver Resort. Compared to Topeka – Sunriver can reach 10 times the people at 1/10 the cost.
  2. Shovel Ready – Sunriver is governed by an owner’s association (SROA) and owns and controls its own roads and utility rights of way. We are served by Chambers Cable – and Sunriver is the only cable system Chambers owns. The SROA board voted unanimously to approve the Google fiber project, and we have gotten enthusiastic support as well from Chambers Cable. Both entities are ready to “dig for Google” starting as soon as possible. We also have fiber to the node throughout the Chambers Cable system, and over 90 miles of conduit to over half of the homes.
  3. Education – Sunriver is served by Three Rivers Elementary – a K-8 school in the Bend Lapine School District. Three Rivers has the slowest Internet connection in the district. In addition, over 62% of its students qualify for the federal free or reduced cost lunch program due to their family economic status. We are over 20 miles from the nearest higher education facility and high school students are bused 20 miles to Bend.
  4. Telemedicine – Most medical services are over 20 miles away in Bend. Many of our retired residents end up moving to Bend as they grown older and need more medical care. Google’s RFI envisions “ sitting in a rural health clinic, streaming three-dimensional medical imaging over the web and discussing a unique condition with a specialist”.
  5. Impact – Portland, Seattle and similar large cities have all applied as well. As many of us know, these are excellent cities and great places to “be from”. The impact of Google’s project on Sunriver will be immediate, large and very measurable.  The impact on larger cities will be much less immediate, obvious or measurable.
  6. Proximity to Google HQ – Sunriver has its own airport – which can support both business jets and turboprops. We are just an hour flight by jet from Google’s Mountain View headquarters.

Finally, TechSpace Bend came to our help and illustrated our need last week. We produced a 10 minute HD YouTube video as requested by Google, and I needed to upload the final cut to YouTube from Sunriver.  I have a Qwest 6 mbps connection, but was getting horrible upload speeds that caused timeouts each time I tried. Thanks to Robert Kieffer I was able to come in to TechSpace and in about 20 minutes my upload was done! I am planning to sign up for TechSpace, and hope to be able to open the Sunriver branch of TechSpace later this year – when we get our Google Fiber of course!