CASE STUDIES OF THEATRES USING SOCIAL MEDIAby Devon Smithwww.24usablehours.com

Andrew W. Mellon Foundation GranteesTuesday, October 5 Webinar

Facebook

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

Twitter

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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