Download - Mellon grantees case studies
CASE STUDIES OF THEATRES USING SOCIAL MEDIAby Devon Smithwww.24usablehours.com
Andrew W. Mellon Foundation GranteesTuesday, October 5 Webinar
91% of theatres actively use Facebook
Page80%
Group7% Profile
5%Abandoned
7%None
2%
June 2010, 475 TCG theatres3
4 theatres have > 10,000 fansonly 6 have < 100
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Median theatre = 1,238
4
on average last week
Theatre Fans0
2
4
6
8
10
12
14
16
PostCommentLikeStatus Update
Return on Engagement = 4(10 Likes + 5 Comments + 1 Post) / 4 Status Updates
5
more posts more fans
Multiple Daily Daily Weekly Monthly -
500
1,000
1,500
2,000
2,500
Number of Fans
6
more posts more engagement
Likes Comments Posts05
10152025303540
Fan Response per Week
Multiple Daily DailyWeekly Monthly
7
37% of theatres don’t link to Facebook from their homepage
8
Front page Other page Not linked -
200 400 600 800
1,000 1,200 1,400 1,600 1,800
Fans
have you made the switch from a Group to a Page?
Custom URL Page
Page Profile Group -
200
400
600
800
1,000
1,200
1,400
Fans
9
if not, it’s worth it…
Likes Comments Posts -
4
8
12
16
Average Fan Response per Week
Custom URL Page PageProfile Group
10
11
case study of Kansas City Rep
Data from November, 2009
KCRT and their fans are active every (week) day
3-Nov 5-Nov 7-Nov 9-Nov 11-Nov 13-Nov 15-Nov 17-Nov0
5
10
15
20
25
Daily Activity
KCRT Efforts Fan Likes Fan Comments KCRT Followup
KCRT uses a variety of messages
15
2
18
KCRT Efforts (Mode)
LinkPhotosVideoWall Post
Promo-tion23% Administration
31%
Artistic42%
Observation4%
KCRT Efforts (Intent)
Fans spend far more time “liking” than commenting
28
16
41109
Fan's Activity on the Wall
Comment
Response
Question
Thanks
Likes
Fans were most engaged by videos & text
Average Likes/post Average Comments/post0
1
2
3
4
5
VideoCommentLinksPhotos
Fans were least engaged by artistic-based status updates
Average Likes/post Average Comments/post0
1
2
3
4
5
6
AdministrationPromotionArtistic
Most fans only “liked,” once
15+ Actions4%
5-14+ Actions11%2-4 Ac-
tions36%
1 Action50%
Distribution of Fan's Actions
Fans Who Liked55%
Fans Who Commented
23%
Fans Who Liked & Commented
21%
Fan's Actions
Different demographics behave differently
male30%
female70%
Fan's Gender
Student24%
Senior6%
Regular70%
Fan's Age
73% of theatres tweet20072%
200811%
200956%
20104%
Not on Twitter
27%
20June 2010, 475 TCG theatres
11 theatres have > 2,000 followers77 have < 100
21
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Median theatre has 496 follow-ers
1/3 of theatres tweet dailynever tweeted
3%protected
1%
au-tosync
25%
abandoned14%
monthly9%
weekly
17%
daily
31%
22
only updating Twitter via Facebook?
23
Daily Weekly Monthly Abandoned0
2
4
6
8
10
12
@mentions June 1-6
RealAutoSync
most theatres primarily use the web
Web62%
TweetDeck17%
HootSuite12%
Mobile App3%
Other App6%
24
on average, about 8% of your followers will add you to a list.
25
0 500 1000 1500 2000 2500 3000 3500 4000 4500 50000
50
100
150
200
250
300
350
400
450
Followers
List
s
What they name that list can tell you how they think of you
26
case study of ART
Data from October, 2009
ART tweets very frequently, with varying messages
27-Oct
28-Oct
29-Oct
30-Oct
31-Oct
1-Nov
2-Nov
3-Nov
4-Nov
0
5
10
15
20
25
americanrep tweets
FollowFridayPromotionCommentaryResponseRT
The more ART tweets, the more others tweet about/to them
27-Oct 28-Oct 29-Oct 30-Oct 31-Oct 1-Nov 2-Nov 3-Nov 4-Nov0
5
10
15
20
25
30
35
Interaction Rates
'@americanrep Others
Dai
ly T
wee
ts
ART followers mention them as often as they tweet directly to them
RT17%
Response39%
Mention37%
FollowFriday7%
Followers of @americanrep (9 days)
foursquare
Data from September, 2010; 76 LORT theatres
Significant growth in check ins
0
100
200
300
400
500
600
700
800
900
1000
Venue Check InsSeptAprJan
Check ins increasing faster than unique users
Jan Apr Sept0
30
60
90
120
150
180
210
Unique Users/Venue Check Ins/Venue
97% of venues have at least 1 check in
Jan Apr Sept0%
20%
40%
60%
80%
100%
Venues w/ Mayors Venues w/ Staff or TwitterVenues w/ Tags Venues w/ Tips
Levels of engagement are relatively flat
Jan Apr Sept -
1.0
2.0
3.0
4.0
5.0
Tags/venue Tips/Venue Check ins/person
But some theatres have huge growth curves
Jan Apr Sept0
100
200
300
400
500
600
700
800
900
1000
Unique VisitorsGuthrie
Fords Theatre
Center Theatre Group
Lincoln CenterOld Globe
History Channel
Mayor special
Early venues have more check ins
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,0000
100
200
300
400
500
600
700
800
900
Check Ins
Venue Number
THANKS!
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