Women: The Ultimate Social Media Influencers Part 2 of 2
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Women: The Ultimate Social Media Influencers Part 2 of 2

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Women: The Ultimate Social Media Influencers Part 2 of 2 Women: The Ultimate Social Media Influencers Part 2 of 2 Presentation Transcript

  • Part 2 of 2 inWomen: The Ultimate Social Media Influencers Case Study: Girls’ Night Out Share & Win Contest
  • Women: The Ultimate Social Media Influencers
  • Presenters Brienne Torley Paul Mulko(Community Manager) (Process Manager)
  • What is It?Identify & Track the economic impact of influencers on YOUR brand.Generate & Track Social Lift.Quick SEO landing pages for A/B testing.Utilize tools to generate landing pages and responses.Create & Manage Facebook contests.
  • Results: Social Impact,Opt-ins, Sharing Lift
  • GNO - Registrants Overview Wine LCBO Facebooks Ads stopped Tasting running July 15 Magazine Party Avg Daily Run Rate 102 Avg Daily Run Rate 90 per day per dayContest Bumped Avg.Daily Run Rate to 47 Avg Daily Run Rate 200 per day per day
  • GNO - Visitor & Contest Entries Overview 15,000 Visits 13,304 12,747 Contest Entries 12,002 11,250 10,273 9561 7,782 9128 8521 7,500 7176 4,605 5386 Opt-In 3,750 2,636 Database 1,338 2689 4,724 309 1382 24 0 652 0 126 June 1 Ju n e 8 - 14 Ju n e 2 2 - 28 July 6 -1 2 July 20 - 26
  • • Contest participants are able to participate in 2 ways: • 1) Contest entrant (no additional info required) • 2) Opt-in (contact info required = we can contact for future campaigns)• Ratio from visitor to opt-in: 25 = there was a 25% opt-in rate from visitors• Total contest entrants: 9,561• Total contest opt-ins: 4,724
  • GNO - Facebook “Likes” Overview8,000 7,699 7,735 7,287 Facebook “Likes” 6,3106,0004,000 3,116 2,2512,000 1,276 553 577 830 Each Facebook “Like” is valued at $10 0 June 1 Ju n e 8 - 14 Ju n e 2 2 - 28 July 6 - 12 July 20 - 26
  • Visitor to Opt-in Funnel Visitors Entries FB Likes Opt-ins (free!)14,000 72%10,500 58% 7,000 36% 3,500 0
  • Entries Overview 20 489 527 1,999 Facebook Referrals Facebook Ads Blogger/Tasting Food & Drink Ad 783 WhiteFire Sharing Free Social Direct4,380 1,370
  • Entries Overview5,000 25% of the campaign was brought in 4380 through Social Lift (free!)3,7502,500 1,9991,250 1370 783 527 489 20 0
  • Contest EntryMedia Channel+ Entries Entry Rate % of TotalFacebook Ads 783 28% 8%Facebook Referral 1,999 82% 21%Blogger Tasting 1,370 90% 14%Food & Drink Ad 4,380 89% 46%WhiteFire Sharing 527 73% 5%Free Social 489 75% 5%Direct 20 8% 2%
  • Top Brand InfluencersMayorGeneralDeputy d Total: 445 of 9,561 Top 20 Influencers brought in 5% of all Registrants
  • Campaign Demographics Largest age group: 25-34 year olds 92% women 83% homeowners
  • Influencer: Social ‘Marg’ Top Social Influencer has 293 Influences: 284 - Direct Influences 9 - 2nd & 3rd Generation Influence1st 2nd Marg Vilanova 3rd
  • Campaign Results• 13,000+ Facebook page visitors• 9,500 contest entrants• 7,178 new Facebook “Likes”• 4,124 new opt ins to future communications• Trackable results from traffic drivers• Food and Drink ad and Blogger Tasting party
  • Summary• Campaign results were 3 times forecast goals• The campaign generated numerous positive Facebook posts and interactions• Expanded Facebook following “Likes” and the the opt-in database will provide a new and significant marketing channel moving forward• Campaign clearly supported and fostered the Girls Night Out brand with target audience
  • Questions? Please contact Brienne Torley atbtorley@whitecloudmarketing.com