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American Ballet Theater ENGAGEMENT

Date

1‐Mar‐19

28‐Feb‐19

Likes

# of Love # of Haha # of Wow # of Sad

301

1,200

46

510

0

1

1

13

0

0

348 n/a

1,700

29

38,000

STRUCTURE

replies to  # of people  comment Unanswer Encourag Encourag tagged in  media  ed Q/R? es convo UGC post? es UGC? comments type Comments s

Total likes/  reactions Views (Vid Shares

415

2

48

0N

2N

0 Y (1)

N

4N

copy length  w/o  video  hashtags length

0 picture

N

68 n/a

9 video

40

if using  links, to  where?

Number of  Hashtags common hashtag

https://bit

1:00 n/a

user orientation  issue?

content of  vid/pic

0 n/a

link is to summer  workshop (wrong)

young dancer

#ABTSwanLake #ABTPrincipal  3 #ABTCorps

mentions their IGTV  on IG, some wont  know what that is/  Professional  didn’t say their IG  dancers  name rehearsing BTS

1

1

1

415

12,000

33

9

0 Y (1)

1N

N

1 video

26

0:48 n/a

2 #repost #ABTMet19

59

0

9

0

331

10,000

33

4

0N

3N

N

1 video

32

0:20 n/a

Professional Tags dancer using IG  dancers  rehearsing BTS 2 #ABTMet19 #ABTPrin@, can't view

6

0

0

0

43

15,000

2

1

88

12

0

1

0

101

4,300

2

0 n/a

24‐Feb‐19

22‐Feb‐19

21‐Feb‐19

20‐Feb‐19

127

332

596

186

18

69

234

48

2

0

0

0

5

5

0

1

0

0

0

0

152 n/a

406

7

17,000

33

830 n/a

137

235 n/a

7

1

7

34

3

0 Y (1)

2N

N

n/a

5N

N

0N

5N

0N

N

3N

0 Y (2)

55

49

2 picture

N

19:05 n/a

0:04 https://sup

36 n/a

2 video

N

1N

25

video (boomera ng)

0 picture

N

5N

0N

0 video

n/a

n/a

0:14 n/a

105 n/a

0 2 Pictures

n/a

9 n/a

n/a

Y

N

84

263

43

N

Y

328

26‐Feb‐19

25‐Feb‐19

Y

Professional dancers  rehearsing BTS

28‐Feb‐19

25‐Feb‐19

original?

CONTENT add Includes  shared/  anything  their  reposted  if so, from  to the  logo? content? whom? post? mentions?

N

N

N/A

N/A

N

N/A

N/A

Y

Hee Seo  (company  dancer) N

N/A

N

N

N

VOICE/STORY

AESTHETICS shows/ex shows/expl plains part of a  ains impact  benefits  for aud. story arc? org. has

promo or  value‐ added  vid/pic  content? quality

mention tags/links Purpose

who is  speaking?

voice/ personalit y tone

language: uses  Call to  jargon? Action?

type of CTA

Target Audience

N/A

Organization

helpful

N

learn more

Young Dancers/ Parents N

N

N

Promo

5 n/a

N/A

ABT audience, dance  community, instagram  users (young adults) N

N

N

Value

3

N

N

N

Value

2

N

N

N

Value

3

Inform

N

N/A

Y

Hee Seo (Company  Dancer) entertain

entertain

Educate, fun fact

Organization

friendly

casual

neutral

Y

Y

N

matches caption/  using a  story filter?

audio quality

visually appealing?

4N

3

5Y

5

3

5Y

3

4

5N

2

4

dancer

friendly

Casual

Y

N

N/A

ABT audience, ballet  community

Organization

friendly

Casual

Y

N

N/A

ABT audience, ballet  community

N

N/A

ABT audience, people  who went to previous  event

N

N

N

Value

5

5

5N

3

Y

Buy tickets

ABT audience/ young  adults

N

N

Y

Promo

2

0

2N

2

5Y

4

5N

3

0 n/a

Interview w/  dancer

N

N/A

Y

N/A N/A Kennedy Center for  the  performin g arts Y

0 n/a

Dancers in  casual clothes

Y

N

N

N/A

N/A

Y

Carlos Lopen  (Company  dancer) N

Y *

@positanopremiala entertain

dancer

friendly

casual

Y

N

N/A

oscars watchers

N

N

N

Value

3 n/a

N

N

N/A

N

N/A

Organization

friendly

enthusiast Y

N

N/A

ABT audience, ballet  community

N

N

N

Value

3

Organization

Genuine

Casual

N

N

N/A

Black ABT audience,  potential aud.

N

Y

N

Value

5 n/a

5N

5

unclear

unclear

Casual

N

N

N/A

ABT audience

N

N

N

Value

4 n/a

1Y

3

ABT audience/ ballet  community

1 #repost #MenOfABT #AlexieiRatmansky  #OnTheDnieper  #ABTMet19  5 #RatmanskyTrio

Tags someone using  Dancer in body  IG @, can't view paint for oscars N

Professional dancers  rehearsing BTS

Y

N/A

N/A

Y *

@saralaneps103

Y

Conversations on  dance, Sylar  Brandt, JFK Center  for performing arts Entertain

Organization

friendly

N

Y

Hamilton (performa Promote Event

Organization

Profession neutral

N

Educate, fun fact

#BlackHistoryMonth #BlackFuturesMont 2h

Dancers (black) Y

N

N

N/A

N/A

Y

engage w/ black  All black dancers in cdancers

1 #ABTMet19

Professional dancers  rehearsing BTS

N

N

N/A

N/A

Y

@ their own theaterunclear

Y

casual

3

19‐Feb‐19

232

51

1

6

0

290

28

2

0N

1N

N

0 Video

0 n/a

Professional dancers  rehearsing BTS

Y

N

N

N/A

N/A

N

N/A

entertain

dancer

friendly

Casual

Y

N

N/A

N

N

N

Value

2

4N

3

19‐Feb‐19

226

21

0

1

0

248 n/a

16

7

0N

4N

N

1 link w/ pic

32 n/a

steinhardt.

0 n/a

adults in dance  class Y

N

N

N/A

N/A

Y

New York Universitypromote

unclear

helpful

casual

N

Y

Apply to ballet  adults who want to  teaching course teach dance

N

N

Y

Promo

4 n/a

5N

2

19‐Feb‐19

67

8

0

0

0

75 n/a

2

2N

N

link w/ pic

48 n/a

https://bit

0 n/a

dancers on  stage

N

N

N/A

N/A

Y

Fedora Platform

Get people to vote  for them unclear

Y

Y

Vote for them  to win prize ABT Audience

3N

4

0 n/a

Dancer doing  makeup

entertain, makeup  process Dancer

5N

5

0 n/a

Professional dancer  rehearsing BTS

19‐Feb‐19

176

25

0

2

0

10,000

203

15,000

25

0 n/a

2

n/a

0N

3N

n/a

N

9

2 video

0

0:06 n/a

4:38 n/a

Y

N

N/A

Y

Allure

N

N

N/A

Profession neutral

Friendly

N

EnthusiastiN

N/A

0

N

N

N

Promo

5 n/a

Fans of make‐up  tutorials, young women N

N

N

Value

5

5

3

16‐Feb‐19

1,200

347

1

21

0

193

35

0 Y (3)

3N

N

Y

N

N

N/A

N/A

N

N/A

entertain

unclear

friendly

casual

N

N

N/A

ABT audience/dancers

N

N

N

Value

3

3N

5

15‐Feb‐19

574

101

0

6

0

681 n/a

32

12

0N

3N

N

0 Picture

16 n/a

n/a

Tags dancer using IG  Dancer in  hallway 2 #ABTMet19 #TharpTr@, can't view

Y

N

N

N/A

N/A

Y *

@twylatharp

Inform

Organization

friendly

Casual

N

N

N/A

ABT audience/ young  dancers/ dance  community

N

N

N

Value

4 n/a

5Y

5

14‐Feb‐19

549

202

1

5

0

757 n/a

86

9

0N

4N

N

2 picture

27 n/a

n/a

#HappyValentinesD ay #EthanStiefel  Tags someone using  Dancers in  IG @, can't view Water, movie 3 #Murphel

N

N/A

Y

from a  dancer's  IG N/A

Y *

@gillianmurphy

engage, national  holiday

Organization

friendly

casual

N

N

N/A

Couples, romantics, fan  of movie N

N

N

Value

4 n/a

5N

5

N/A

ABT audience, older  adults who travel/go on  cruises/have $ to spend N

Y

Y

Promo

5

1N

4

ABT audience, dog  lovers

5

14‐Feb‐19

130

25

1

16

0

1,200

31,000

172

8,700

34

12

13‐Feb‐19

592

158

21

0

0

771 n/a

61

11‐Feb‐19

94

12

0

0

0

106 n/a

6

9‐Feb‐19

361

64

0

2

0

427 n/a

13

3

8‐Feb‐19

141

18

0

0

0

159 n/a

28

7

4‐Feb‐19

411

69

0

3

0

483 n/a

70

0 n/a

4‐Feb‐19

399

64

0

4

0

467 n/a

42

2

31‐Jan‐19

1,800

419

2

20

0

10,416

2670

31

122

1

2,200 n/a

512

285

16,100

/10

64.8

avg

15

0N

4N

N

n/a

2N

N

0N

4N

N

0N

3N

N

2N

N

4N

N

n/a

0N

19

0 Y (1)

9.4

0

21/25 84%

N

0 Y (1)

0 n/a

234

4N

2N

10

total

3.0

2, ?

12 Video

6 Video

52

2:31 n/a

0 n/a

info on celebrity  cruise  no link to participate/ partnership Y

N

N

Celebrity Cruises

promote

N

N/A

Promote new  season

Organization

friendly

funny

N

N

N/A

Y

Fedora Platform,  Get people to vote  Van Cleef & Arpels for them Organization

friendly

casual

N

Y

Vote for them  to win prize ABT Audience

Y *

promote young  @dancespiritmagaz female dancer

Organization

inspiring

EnthusiastiN

N

N/A

N/A

N

N/A

promote

Organization

helpful

casual

N

Y

register for  ballet teaching  adults who want to  course teach dance

N

N/A

N/A

N

N/A

educate, their  history

Organization

Profession neutral

N

Y

Read article

ABT audience,  interested in their  history

N

N/A

N/A

Professional dancers  rehearsing BTS  w/ dog Y

N

N

N/A

dancers on  stage w text

N/A

Y

Fedora Pla Y

N

N

N/A

N/A

Y

Y

N

N/A

Y

N

N

Y

Organization

Profession neutral

N

N

18 n/a

n/a

34 n/a

https://bit

0 n/a

0 picture

18 n/a

n/a

#ABTStudioCompan Tags someone using  Dancer on  IG @, can't view magazine cover  Y 1y

3 picture w/ 

13 n/a

https://bit

0 n/a

link w/pic

7 n/a

https://ww

0 n/a

5 n/a

n/a

1 #YearOfThePig

Dancers (asian) Y

N

N

N/A

N/A

N

N/A

engage, chinese  new year

Organization

Genuine

EnthusiastiN

N

N/A

Asian ABT audience/  potential audience

0 n/a

professional dancers  rehearsing bTS

N

N

N/A

N/A

N

N/A

entertain

dancer

friendly

casual

N

N/A

ABT Audience/ ballet  community

8 picture

link w/ pic

n/a

0 picture

5 Picture

0

0:10 n/a

#ABTMet19 #ABTSwanLake  3 #DogsOfABT

n/a

N

0

1

2.6

5 n/a

29.2 2:53 over 1  min: 3 out  # over 100 10

avg from 21 picture: 11 video: 10

link w pic: 4

n/a

young dancer  small text even when  and teacher

old looking pic  in studio

N

Y

1.0

76%

19/25

5%

1/19

N/A

24%

6/25

Y

56%

32%

14/25

8/25 entertain: 8

1 5/14 unusable 36%

engage: 3

educate: 3

dancer: 4 friendly: 14 Organization:  16 Genuine: 2casual: 15

unclear: 5

Professio Enthusiast nal: 4 ic: 4

promote: 6

helpful: 3 neutral: 5

Get people to vote:  2 Inform: 2 unclear: 1

inspiring: 1funny: 1 unclear: 1

28%

N

N

N

Value

4 n/a

5Y

N

N

Y

Promo

5 n/a

5N

5

ABT Audience, young  women, young dancers, N

N

N

Value

5 n/a

5N

5

N

Y

Promo

3 n/a

5N

2

Y

N

Value

4 n/a

5Y

4

N

Y

N

Value

4 n/a

5Y

5

N

N

N

Value

4 n/a

4Y

4

0

7/25

12%

3/25

5/25

20% 28:72 3.8 Promo(30 ): value(70) out of all /10 7:18

Read: 2 learn more/sign  up: 2 Vote for them:  2

Buy tickets: 1

5

3.2

4.3

out of all

3.8

out of all

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