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18th March 2013 Sara Lock

Resources by Jane Finnis

Let's Get Real – How to evaluate online success

'Let’s Get Real' details the online analytics methodology, research and key findings of a major study into how arts and cultural organisations can evaluate online success. It suggests new ways to plan, invest and collaborate on the development of digital cultural activities. The guide explains how to define what you are trying to do online, and who you are doing it for; how to focus your online investment; how to recognise the value - and limits - of social media; how to question whether the web is enabling you to reach new audiences, and how to standardise methods of reporting online metrics to external stakeholders.

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National Theatre established membership model boasts over 35,000 members

The National Theatre provides a tailored membership scheme and this case study looks at the challenges of running such a large membership model. The National Theatre runs a tiered membership: the entry point (at time of writing) is £15 for Advance Membership; stepping up to Priority Membership which starts at £65; leading up to the more philanthropic levels of Supporting Cast, Patron and all the way to Olivier Circle at £10,000. Benefits differ at all levels, but the common thread (and most commonly quoted benefit by the members) is a period of priority booking for National Theatre seasons.

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Measuring the effectiveness of digital innovation

In order to see whether digital marketing efforts are working, cultural organisations have to measure the right things and use the right tools. This article looks at two case studies: one of a group of major UK institutions conducted by Culture 24, and another by The Powerhouse Museum in Sydney. It looks at how to choose the right tools for measuring digital engagement, and how to build analytics into the fabric of projects.

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"Follow me": How do we know if digital 'pull' marketing is working?

How do we know if online 'pull' marketing is working? Case studies from Contact Manchester, complemented by tips from Culture24 for using Google Analytics effectively.

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