Social Media Case Study-10C’s – The Duke of York’s Cinema

SocialMedia.ie 10C’s – The Duke of York’s Cinema                           

Context

- Cinema actively using social media
- Objectives are to increase awareness amongst film followers and to engage with their community online
- Small team available to manage activities

Consumers

- Duke of York’s Cinema Facebook fans
- Duke of York’s Cinema Twitter followers
- Fans of film, Edwardian architecture, comedy and music

Communities

- Young professionals living locally
- Those interested in film
- Their social media fans and followers

Concepts

- A cinema club/community of sorts
- Links to film teasers & exclusive movie announcements
- Special events for invited guests

Collaborations

- The general manager of the cinema interacting with their community in discussions
- Announcing special deals and events from partners

Content

- Use of Facebook apps and photos
- Create discussions through their podcasts
- Regular posts on their blog
- Use of the Picturehouse Cinema’s YouTube Channel

Connections

- Promoted online through Facebook, Twitter, Youtube and blog
- Featuring on various other third party websites such as Yelp and The Guardian’s Blog
- Existing website and email list

Conversation

- Regular Facebook updates while also engaging with fans
- Regular engagement on Twitter
- Blog entries – at least once every two weeks, which has resulted in national recognition

Contagious

- The awareness campaign has increased sharing and word of mouth
- Users have to like the page to be able to access exclusive offers which contributes to a viral wave
- The Guardian included the blog in its movie Blog Roll thus increasing awareness

Conversion

- Twitter account grew to over 1,200 followers and continued to grow to over 4,000 followers
- Facebook fans increased to more than 700 fans initially and today, they have over 3,900 fans
- Visits to the cinema increased!