Social Network Customer Relationship Management for Orchestras

Abstract

The COVID-19 pandemic and quarantine policies have caused the Hong Kong Philharmonic Orchestra (HKPhil) to significantly reduce offline concerts and ticket revenue, while increasing reliance on government funding. With the advancement of internet and mobile technologies, social media greatly help disseminate information and connect to customers. Thus, this study investigates HKPhil's social customer relationship management (CRM) by surveying its website and social media. Quesenbery's 5Es usability model was used to analyze the orchestra's social media usability and the 7Ps marketing mix model to explore the current opportunities and risks faced by HKPhil. The findings indicate the limitations of HKPhil's current approach to social CRM and suggest changing concert formats, enhancing social network promotions, and providing online education resources to help HKPhil attract a wider audience of different age groups. Scant studies focus on orchestras in East Asia, and this study offers some social CRM development strategies and actionable recommendations.

The impact of COVID-19 on museums in the digital era: Practices and challenges in Hong Kong

“…In addition, the increasing influence caused by social media platform consultation and celebrities, such as taking selfies and posting with tags, may generate sudden massive traffic to a museum and increase the sales of cultural and creative products. Similar to other cultural services (Wang et al. , 2022; Jiang et al.…”

“…Digitization of museums nowadays has become essential. Enhuber (2015) mentioned three reasons for the digitization of museums: (1) the development of IT has naturally driven the transformation of physical art objects into data; (2) the use of participatory, interactive installations has broadened the possibilities of art learning; (3) the popularity of social media has affected art consumption habits (Wang et al, 2022;Jiang et al, 2022). Although digital museums provide collections for the public, reliable information sources remain a top priority, contributing to audience attention and reinforcing the effect (Nguyen and Le, 2021).…”

“…The variety may be more diverse if based on age, but policies and activities should always cater to as many kinds of needs as possible and dynamically improve them (Wang et al, 2022) rather than adhering to administrative rules in a static manner (a problem that exists in many museums in Hong Kong). As some government museums have strict collaborators and exhibition schedules, little consideration has been given to user feedback (S3).…”

Evaluating social media’s communication effectiveness on travel product promotion: Facebook for college students in Hong Kong

“…However, promotion and customer relationship management (CRM) via social media involve many factors that affect the decision-making of online customers (Chan and Chiu, 2022; Cheng et al , 2020; Wang et al , 2022). With many online competitors, social media marketing needs to provide updated information, interesting content and adequate staff interactions with potential buyers.…”

“…Cheung and Leung (2016) found that most university students had joined at least one fan page on Facebook to receive discounts and promotions. Also, Facebook advertising could draw the generation Y cohort’s attention and increase brand awareness (Duffett, 2015; Wang et al , 2022), thus improving sales and competitiveness. Consequently, travel companies need to spend more on Facebook advertising and identify ways to increase online advertising effectiveness.…”