Mellon grantees case studies

Andrew W. Mellon Foundation Grantees
Tuesday, October 5 Webinar
Case studies of theatresusing Social Media
by Devon Smith
www.24usablehours.com

Facebook

91% of theatres actively use Facebook
June 2010, 475 TCG theatres
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4 theatres have > 10,000 fansonly 6 have < 100
Median theatre = 1,238
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on average last week
Return on Engagement = 4
(10 Likes + 5 Comments + 1 Post) / 4 Status Updates
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more posts more engagement
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37% of theatres don’t link to Facebook from their homepage
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have you made the switch from a Group to a Page?
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if not, it’s worth it…
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case study of Kansas City Rep
Data from November, 2009

KCRT and their fans are active every (week) day

KCRT uses a variety of messages

Fans spend far more time “liking” than commenting

Fans were most engaged by videos & text

Fans were least engaged by artistic-based status updates

Most fans only “liked,” once

Different demographics behave differently

Twitter

73% of theatres tweet
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June 2010, 475 TCG theatres

11 theatres have > 2,000 followers77 have < 100
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1/3 of theatres tweet daily
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only updating Twitter via Facebook?
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most theatres primarily use the web
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on average, about 8% of your followers will add you to a list.
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What they name that list can tell you how they think of you

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case study of ART
Data from October, 2009

ART tweets very frequently, with varying messages

The more ART tweets, the more others tweet about/to them

ART followers mention them as often as they tweet directly to them

foursquare
Data from September, 2010; 76 LORT theatres

Significant growth in check ins

Check ins increasing faster than unique users

97% of venues have at least 1 check in

Levels of engagement are relatively flat

But some theatres have huge growth curves
Guthrie
History Channel
Fords Theatre
Center Theatre Group
Lincoln Center
Old Globe
Mayor special

Early venues have more check ins

Thanks!
Still have questions?
www.24usablehours.com

by Devon Smith on Sep 29, 2010