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Opera San José
Arts Social Media Workshop: Five-Minute Rapid Report
June 11, 2010
• Twitter/Listening Mashup
• To promote Opera San Jose’s new season locally and nationally; generate corporate buzz;
and engage a different (tech oriented) audience.
• Learn about our audience and what is being said about the company, city of San Jose,
downtown, opera, etc. by expanding and/improving use of Twitter account and other
• Participation in 2010 #operaplot competition as both an official sponsor and as an
independent reviewer; offered a special prize(s)for OSJ-related #operaplot tweets
• Utilized analysis tools - Tweetdeck, Friend or Follow, and Net Newswire for:
o Monitoring and managing the #operaplot competition
o Identifying key influencers, connecting with, and retweeting users
o Creating news alerts to learn what people are saying about OSJ
• Increased click-thrus from #operaplot to OSJ website; 51 entries related to OSJ’s season –
6% of total #operaplot entries. Competition was less about the medium and more about
• Recognized that many OSJ followers we were not following back, creating an opportunity to
investigate possible relationships and shared interests
• Many OSJ followers are media and other opera companies, not necessarily key influencers
• Twitter is not for ‘marketing’ – ticket promos do not materialize as ticket sales. It’s a tool
for listening, engaging and discovering common interest
• Discovered that an OSJ orchestra member is a key Twitter influencer, therefore, there is
more opportunity to reach out to/through creatives
• Play more, promote less!
www.operasj.org /operasanjose @operasanjose