Dad's Garage Digital Media Audit

A Digital Media Audit
Dad’s Garage Theatre Company
July 2010
@devonvsmith
24 Usable Hours

Quick Stats

You’re in the top 7% of all TCG theatres for # of fans.
Great job on the custom URL
In June, you interacted with 49 fans who had a total of 35,000 friends. You got an average of 9 fan interactions for every 1 of your posts (TCG average = 4). Sounds like you’re doing great! But that’s less than 2% of your fans interacting each month. If you posted more than twice per week, asked more questions, and promoted your own shows less, you would likely get more fan engagement.
Facebook
Messy tab structure. Consider deleting ‘Extended Info’ and ‘Boxes’

In the past 2 weeks, you potentially reached over 12,000 Twitter followers via your status updates, lists that follow you, and mentions of your name. You received an average of 2 mentions for each 1 of your status updates (above TCG average of 1:1). If you tweeted more than twice per week, responded to @mentions, linked to more rich-media content, promoted your own shows less, and utilized #improv, you might see more follower engagement.
Twitter
Good branded logo & name across all social media sites
Link to your website & let us know who is tweeting
You’re in the top 19% of all TCG theatres tweeting
7% of your followers add you to a list, slightly below TCG average of 8%
You’ve been tweeting since May ’09; why so few tweets?
Of the 6 links you posted in the past 2 months using bit.ly, this received the most click thrus

These are the pages that show up when you search “dad’s garage theatre” on Facebook. There’s not much you can do about them, but it’s good to know that Eventful is pulling in open-graph data about your show, and that Facebook has started a community page for public mentions of your name.
Facebook & Twitter search
These are the only two results when you search Twitter for “dad’s garage.” The 2nd account seems to be dormant—Twitter sometimes allows you to request your brand name if someone else isn’t using it, though in this case it would only save you 1 character. Probably not worth the trouble.

Your most popular video received 700 views
You’ve uploaded 11 videos in the past 2 years (1/2 the frequency of average LORT theatre)
YouTube
It looks like you’ve experimented with a lot of different types of video content—your most successful (by # of views) have been the most recent. Congrats! Facebook tends to be your top referral source for views. It might help to embed these videos on your own website, add more tags to each of your videos, and engage more with other user’s videos.

Overall: clean design, great personality, sensible link structure. Would help to include a search box.
www.dadsgarage.com

Great description of the key value proposition
www.dadsgarage.com

Great placement for a clear call to action. Should also test (variations of) “Click here for tickets” and “Click here to sign up for our newsletter” and using different colors/size of button
www.dadsgarage.com

It’s unclear what this is (blog? Twitter?), and there’s nothing to click on to see the rest of the shout out text. Try expanding the box, and clearly labeling
www.dadsgarage.com

www.dadsgarage.com
Great front page placement. Try using icons that better match site design (iconfinder.com), and you’re missing the YouTube icon

www.dadsgarage.com
It’s confusing how these relate to tabbed pages above. Also, your mailing list subscribe button is BROKEN!

Awesome example of transparency by putting your whole budget online & easily accessible. Make sure to update to FY09 soon.
www.dadsgarage.com

Web Traffic
Traffic seems to be declining over the past year.
Spikes are likely related to shows being in production.
Consider a blog focused on rich media (like video, photo, audio) to increase traffic between shows.
Use Google Analytics to better understand traffic patterns.
Check out http://websitegrader.com/site/www.dadsgarage.com for a free review of your website (their recommendations include: adding meta tags, alt-text for images, optimizing landing pages, adding a blog).

First result for branded search!
4th for improv & 8th for theatre. Add meta tags with these key words for better results.
Search Engine Optimization

Check out the name of:
Twitter lists users add you to
your del.icio.us tags
your SocialMention keywords
Google Analytics organic search keywords
in addition to Google Ad’s Keyword Tool as a source for potential new keywords to bid on.
Google AdWords

You have an active Foursquare page. You should claim your venue, and consider adding a Mayor special so you have access to visitor analytics
Other Social Media
126 people viewed your Wikipedia page in June. Keep an eye on the contents, and consider asking others to update
There were 126 mentions of “dad’s garage theatre” by other blogs in June. Consider reaching out to some of those bloggers
5,142 photos, but only 2 contacts?

Resources

www.devonvsmith.com
Hope you liked it Kevin!

Dad's Garage Digital Media Audit

by Devon Smith on Jul 01, 2010

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