Cheers to Social Media By:  Simon Baptist  and  Dylan Fuller Case Study for a Social Media Marketing experiment for the Wa...
The Brief <ul><li>The date was set for the inaugural Wandsworth Common Beer Festival but there was one problem. . . </li><...
Our Theory: Social Media was the Solution <ul><li>Plan of Attack: </li></ul><ul><li>Engage and Converse in Primary Sphere ...
Online Results <ul><li>eventbrite: Sold 856 tickets ( 114%  above target!) </li></ul><ul><ul><li>2472 unique visitors </li...
Interesting Online Analytics Very high % of Social Media Clicks were to the eventbrite ticket microsite Social Media Traff...
Event Mapping to Traffic Significant Social Media events correspond with increased traffic levels to the Festival microsite
<ul><li>1350 people attended the event </li></ul><ul><li>over 3 ½ days (target was 1000)  </li></ul><ul><li>80 (~6000 pint...
Social Media ROI <ul><li>63% of attendees were a result of Social Media Marketing </li></ul><ul><li>£571 revenue per 1 hou...
Primary Lesson With attention at a premium, Social Media provides the platform to ensure the success of events  Social Med...
Other Key Lessons <ul><li>Social Media complements and magnifies the value of Search </li></ul><ul><li>Post-event long ter...
Theory Proven:  Social Media Works <ul><li>Social Media should be a part of any marketing and promotional campaign </li></...
<ul><li>A little about us: </li></ul><ul><li>Dylan Fuller :  Is a seasoned Internet executive with global experience in Di...
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Cheers To Social Media

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Case Study for a Social Media Marketing experiment for the Wandsworth Common Beer Festival, London, March 2009. With attention at a premium, Social Media provides the platform to ensure the success of events. Social Media is a cost effective and easy way to drive awareness and real world actions (e.g. attendees, footfall, purchases).

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  • Greg Sterling kindly wrote a post on this and in the comments AhmedF asked:

    how did they promote via Twitter? Deals? News? Follow a lot of users? RTs a lot? Lots of @user messages

    To which I gave this rather long reply (probably needed to add as an addendum to the deck).

    If you look at Slide 6 of the deck, you will see a graph on Event Mapping to Traffic (you’ll need to view it in full screen). You’ll notice that we get spikes around retweets.

    This refers to the WandsworthBeer user network retweeting. RTs was mostly about ticket info/deals.

    The key strategy was around engagement, which could be broken down into at least the following couple of tactics:

    1/ Follow/Follower Management – Felt it was important to have a good balance between the ratio and use tools like Search, Twello, Mr Tweet to find the right people

    2/ Useful Content – Had a fairly even mix between event info & news, deal & tickets, interesting links & conversation

    3/ Conversation – That is the @user messages, etc. – sometimes answering questions but more often in using Search to find other users to engage with

    It was often the Conversation aspect that won the best followers, e.g.: measured by simply by those who would rt the most.
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  • Thanks for the comments, Mike. Lets find a California craft beer event to promote and meet up for those pints. :-)
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  • Hello Simon - it's good to see that you and Dylan are using your skills for good causes such as beer festivals. But I am not sure if it was the social media or the trend that Britons are consuming more beer during the recession : )
    http://news.sky.com/skynews/Home/UK-News/Recession-Britons-Boozing-More-To-Cope-With-Redundancy/Article/200906215299566

    Seriously though, it's a good presentation. I have also seen good event promoting thru Facebook and other social networks such as meetup.com in the states. Plus online magazines that have a decent userbase. Let me know the next time you guys are in California, it would be great to chat over a pint or two...

    Cheers,
    Mike Kirkham

    www.MichaelPKirkham.com
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  • Slide 4: first bullet should read '114% of target' or 14% above target, not 114% above target. Minor quibble, thanks to MW for pointing it out.
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  • I have noticed a few formating issues and one error on the case study, that we will update soon. (I am one of the co-authors, btw)

    Also, many great comments back via email and Twitter. Please comment on slideshare if you have time!

    Here is one of the more intreseting general social media comments from 'JPE' in the US:

    'On social media, I [JPE] have a defined point of view:
    1, That it is an input not an output
    1. That it has replaced PR and crisis management all at once
    2. That current practitioners are measuring results and ROI the wrong
    way
    3. That success for brand marketers leveraging social media has a very
    low bar
    4. That it is meaningful to gather data about content as opposed to the
    users who consume it'

    Need to push him for what he means by measuring ROI the worng way!?

    -end-
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Cheers To Social Media

  1. 1. Cheers to Social Media By: Simon Baptist and Dylan Fuller Case Study for a Social Media Marketing experiment for the Wandsworth Common Beer Festival, March 2009
  2. 2. The Brief <ul><li>The date was set for the inaugural Wandsworth Common Beer Festival but there was one problem. . . </li></ul><ul><li>The organiser didn’t know if anyone was going to come </li></ul><ul><li>They needed 750 advanced tickets to be sold to ensure the event would break-even </li></ul>
  3. 3. Our Theory: Social Media was the Solution <ul><li>Plan of Attack: </li></ul><ul><li>Engage and Converse in Primary Sphere of Twitter and Facebook </li></ul><ul><li>Support via Secondary Sphere of Vertical Blogging & Communities </li></ul><ul><li>Drive Acquisitions to Ticket System (eventbrite) </li></ul>
  4. 4. Online Results <ul><li>eventbrite: Sold 856 tickets ( 114% above target!) </li></ul><ul><ul><li>2472 unique visitors </li></ul></ul><ul><ul><li>conversion rate of 35% </li></ul></ul><ul><li>Twitter: 232 followers </li></ul><ul><ul><li>Twitter Effect: Due to ReTweets total </li></ul></ul><ul><ul><li>Twitter audience was 6X </li></ul></ul><ul><li>Facebook: 23 confirmed attendees </li></ul><ul><ul><li>Underperformed on expectation </li></ul></ul><ul><li>Microsite: 3175 unique visitors </li></ul><ul><ul><li>61% search (Google 58%), 24%+ social media, 4% blogs </li></ul></ul><ul><li>SEO Impact: Top 3 links on Google </li></ul><ul><ul><li>Half of all page one search results </li></ul></ul><ul><ul><li>PageRank driven by social media effort, impact was seen with 48 hours (fresh, relevant, recent) </li></ul></ul>
  5. 5. Interesting Online Analytics Very high % of Social Media Clicks were to the eventbrite ticket microsite Social Media Traffic: 24% is our lowest %, on some calculations it was as high as 38%
  6. 6. Event Mapping to Traffic Significant Social Media events correspond with increased traffic levels to the Festival microsite
  7. 7. <ul><li>1350 people attended the event </li></ul><ul><li>over 3 ½ days (target was 1000) </li></ul><ul><li>80 (~6000 pints) of 88 (double the initial order) casks of real ale consumed </li></ul><ul><li>The first ever Wandsworth Common Beer Festival was a roaring success </li></ul><ul><li>The ecstatic event organiser and venue owner is now planning a 2 nd festival in late October ‘09 </li></ul>Real World Results
  8. 8. Social Media ROI <ul><li>63% of attendees were a result of Social Media Marketing </li></ul><ul><li>£571 revenue per 1 hour spent on Social Media </li></ul><ul><li>£11.41 for each £1 spent (=11x ROI) </li></ul><ul><li>5.6% total cost of sale for revenue generated by Social Media </li></ul><ul><li>We believe the ROI can be significantly increased by deploying ‘emerging’ Social Media best practice and development of better tools to manage campaigns </li></ul>
  9. 9. Primary Lesson With attention at a premium, Social Media provides the platform to ensure the success of events Social Media is a cost effective and easy way to drive awareness and real world actions (e.g. attendees, footfall, purchases )
  10. 10. Other Key Lessons <ul><li>Social Media complements and magnifies the value of Search </li></ul><ul><li>Post-event long term benefits (e.g. links, page rank, awareness, social presence) </li></ul><ul><li>It’s not all about Google or Facebook </li></ul><ul><li>Twitter works (giving us a new question: Are Twitter users network nodes?) </li></ul>
  11. 11. Theory Proven: Social Media Works <ul><li>Social Media should be a part of any marketing and promotional campaign </li></ul><ul><li>Social Media + Search = more traffic, more results </li></ul><ul><li>The ROI will be positive. This is a cheap and easy way to get results </li></ul><ul><li>Be active and review your activity daily, then refine and repeat. Then review, refine & repeat again </li></ul>
  12. 12. <ul><li>A little about us: </li></ul><ul><li>Dylan Fuller : Is a seasoned Internet executive with global experience in Digital Advertising, Search and Web 2.0. He’s currently working with a couple of technology start-ups. </li></ul><ul><li>http:// www.twitter.com/afullerview </li></ul><ul><li>http:// www.linkedin.com/in/dylanfuller </li></ul><ul><li>Simon Baptist: Has been building successful Internet products since ’96, with focus on Search and Advertising. He believes Social Media is an important key to unlocking true advertising value. </li></ul><ul><li>http:// www.twitter.com/simon_baptist </li></ul><ul><li>http:// www.linkedin.com/in/simonbaptist </li></ul>Cheers Skål Prost <ul><li>Related Links: </li></ul><ul><li>Twitter: </li></ul><ul><li>http://twitter.com/wandsworthbeer </li></ul><ul><li>Eventbrite: </li></ul><ul><li>http://wandsworthbeerfestival.eventbrite.com/ </li></ul><ul><li>BeerViking (WordPress powered blog): </li></ul><ul><li>http://www.beerviking.com/2009/03/884/ </li></ul><ul><li>Ning: </li></ul><ul><li>http://lovebeeratborough.ning.com/ </li></ul><ul><li>RateBeer: </li></ul><ul><li>http://www.ratebeer.com/ </li></ul><ul><li>La Gothique (event venue): http://www.legothique.co.uk/ </li></ul>

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