Listening Experiment

Frameline Outreach Goals

1. Increase participation in and engagement with Frameline’s many programs.

2. Diversify Frameline’s audiences and engage underserved constituencies, especially people of color, transgender people, and youth.

3. Deepen engagement with other community organizations.

4. Reiterate Frameline’s legacy and role as the world’s oldest and largest LGBT film and media arts organization.

Listening Experiment

Communications Strengths

1. A reputation for being a leader in LGBT media: festival, distribution, filmmaker support, etc.

2. A reputation for being one of the main LGBT community events in San Francisco that brings people together and greatly impacts our audiences’ lives.

Stuffy, corporate-funded institution

Fun, community-based arts organization

Listening Experiment

Questions for Experiment1. The Organization

• Who is talking about us?• What are they saying?• Where are they saying it?

2. The “World”: LGBT Film & Media Arts• What else is going on in the world?• Who are the major players?• What’s the content?

Systems!

Listening Experiment

Listening TacticsGoogle Alert Keywords:

• Frameline• Frameline34 OR San Francisco International LGBT Film Festival• gay OR lesbian OR bisexual OR transgender OR LGBT OR queer film• "Youth In Motion"

Examples of Blogs Followed:• IndieWire• Towleroad• GLAAD Blog

Listening Experiment

Listening Tactics (continued)Co-Tweet Saved Searches:

• Frameline OR "San Francisco International LGBT Film Festival"• Frameline34

Twitter Lists:• Distribution / Educational• Community Partners• Celebrities• Film Festivals & Film News

Listening Experiment

What We “Heard”

Filmmakers posting about their own films

News articles about specific festival films

Listening Experiment

What We “Heard” (continued)

News articles about the festival

Articles about LGBT films, celebrities, etc.

Listening Experiment

What We “Heard”

RSS feeds of our own content

Junk: cameras, tech equipment, etc.

What We “Heard” (continued)

Listening Experiment

How We’ve Used This Information

• Tracked press clippings

• Reposted articles on E-News, Facebook, and Twitter

•Created blog: http://blog.frameline.org

•Engaged more with friends & followers

Listening Experiment

Next Steps & Future Directions• Refine search terms further, weed out junk

• Look further at peer organizations’ strategies

• Build success of blog

• Support for programming (what films are we aware of?)

• Rethink festival program release timing

• Consider how to continue engagement in non-festival season

• Consider how to use listening strategies to shape programs

Listening Experiment

Frameline34: The San Francisco International LGBT Film FestivalJune 17 - 27, 2010

www.frameline.org

facebook.com/frameline

@FramelineFest