Andrew W. Mellon Foundation Grantees<br />Tuesday, October 5 Webinar<br />Case studies of theatresusing Social Media<br />...
Facebook<br />
91% of theatres actively use Facebook<br />June 2010, 475 TCG theatres<br />3<br />
4 theatres have > 10,000 fansonly 6 have < 100<br />Median theatre = 1,238<br />4<br />
on average last week<br />Return on Engagement = 4<br />(10 Likes + 5 Comments + 1 Post) / 4 Status Updates<br />5<br />
more posts 				more fans<br />6<br />
more posts						more engagement<br />7<br />
37% of theatres don’t link to Facebook from their homepage<br />8<br />
have you made the switch from a Group to a Page?<br />9<br />
if not, it’s worth it…<br />10<br />
11<br />case study of Kansas City Rep<br />Data from November, 2009<br />
KCRT and their fans are active every (week) day<br />
KCRT uses a variety of messages<br />
Fans spend far more time “liking” than commenting<br />
Fans were most engaged by videos & text<br />
Fans were least engaged by artistic-based status updates<br />
Most fans only “liked,” once<br />
Different demographics behave differently<br />
Twitter<br />
73% of theatres tweet<br />20<br />June 2010, 475 TCG theatres<br />
11 theatres have > 2,000 followers77 have < 100<br />21<br />
1/3 of theatres tweet daily<br />22<br />
only updating Twitter via Facebook?<br />23<br />
most theatres primarily use the web<br />24<br />
on average, about 8% of your followers will add you to a list. <br />25<br />What they name that list can tell you how the...
26<br />case study of ART<br />Data from October, 2009<br />
ART tweets very frequently, with varying messages<br />
The more ART tweets, the more others tweet about/to them<br />
ART followers mention them as often as they tweet directly to them<br />
foursquare<br />Data from September, 2010; 76 LORT theatres<br />
Significant growth in check ins<br />
Check ins increasing faster than unique users<br />
97% of venues have at least 1 check in<br />
Levels of engagement are relatively flat<br />
But some theatres have huge growth curves<br />Guthrie<br />History Channel<br />Fords Theatre<br />Center Theatre Group<b...
Early venues have more check ins<br />
Thanks!<br />Still have questions? <br />www.24usablehours.com<br />
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Mellon grantees case studies

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  • Abandoned = more than 2 months since you last checked in
  • Each of those friends has 130 friends. So multiple your reach.
  • When you get more than 4, figure out why. Keep doing that (but know that it may not work every time)
  • Clear relationship
  • Weekly &amp; monthly see very little engagement
  • This is just silly. Fix it.
  • Anyone with &gt;25 fans can get the custom URLProfiles are probably older accounts
  • Custom URL Page admins are probably more savvy
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
  • Median theatre joined in April, 2009Oldest: @calshakes (March 16, 2007)Youngest: @PCPATheaterfest (April 29, 2010)
  • 1/3 the size of the facebookfanbase.
  • 57% are ‘active’
  • 73% of real tweeters had someone say something about them40% of AutoSync accounts
  • 198 “real” tweetersPower users TweetDeck and HootSuite.
  • December LORT study.
  • Mellon grantees case studies

    1. 1. Andrew W. Mellon Foundation Grantees<br />Tuesday, October 5 Webinar<br />Case studies of theatresusing Social Media<br />by Devon Smith<br />www.24usablehours.com<br />
    2. 2. Facebook<br />
    3. 3. 91% of theatres actively use Facebook<br />June 2010, 475 TCG theatres<br />3<br />
    4. 4. 4 theatres have > 10,000 fansonly 6 have < 100<br />Median theatre = 1,238<br />4<br />
    5. 5. on average last week<br />Return on Engagement = 4<br />(10 Likes + 5 Comments + 1 Post) / 4 Status Updates<br />5<br />
    6. 6. more posts more fans<br />6<br />
    7. 7. more posts more engagement<br />7<br />
    8. 8. 37% of theatres don’t link to Facebook from their homepage<br />8<br />
    9. 9. have you made the switch from a Group to a Page?<br />9<br />
    10. 10. if not, it’s worth it…<br />10<br />
    11. 11. 11<br />case study of Kansas City Rep<br />Data from November, 2009<br />
    12. 12. KCRT and their fans are active every (week) day<br />
    13. 13. KCRT uses a variety of messages<br />
    14. 14. Fans spend far more time “liking” than commenting<br />
    15. 15. Fans were most engaged by videos & text<br />
    16. 16. Fans were least engaged by artistic-based status updates<br />
    17. 17. Most fans only “liked,” once<br />
    18. 18. Different demographics behave differently<br />
    19. 19. Twitter<br />
    20. 20. 73% of theatres tweet<br />20<br />June 2010, 475 TCG theatres<br />
    21. 21. 11 theatres have > 2,000 followers77 have < 100<br />21<br />
    22. 22. 1/3 of theatres tweet daily<br />22<br />
    23. 23. only updating Twitter via Facebook?<br />23<br />
    24. 24. most theatres primarily use the web<br />24<br />
    25. 25. on average, about 8% of your followers will add you to a list. <br />25<br />What they name that list can tell you how they think of you<br />
    26. 26. 26<br />case study of ART<br />Data from October, 2009<br />
    27. 27. ART tweets very frequently, with varying messages<br />
    28. 28. The more ART tweets, the more others tweet about/to them<br />
    29. 29. ART followers mention them as often as they tweet directly to them<br />
    30. 30. foursquare<br />Data from September, 2010; 76 LORT theatres<br />
    31. 31. Significant growth in check ins<br />
    32. 32. Check ins increasing faster than unique users<br />
    33. 33. 97% of venues have at least 1 check in<br />
    34. 34. Levels of engagement are relatively flat<br />
    35. 35. But some theatres have huge growth curves<br />Guthrie<br />History Channel<br />Fords Theatre<br />Center Theatre Group<br />Lincoln Center<br />Old Globe<br />Mayor special<br />
    36. 36. Early venues have more check ins<br />
    37. 37. Thanks!<br />Still have questions? <br />www.24usablehours.com<br />
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