Cheers To Social Media

Cheers To Social Media - Presentation Transcript

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

The Brief

The date was set for the inaugural Wandsworth Common Beer Festival but there was one problem. . .

The organiser didn’t know if anyone was going to come

They needed 750 advanced tickets to be sold to ensure the event would break-even

Our Theory: Social Media was the Solution

Plan of Attack:

Engage and Converse in Primary Sphere of Twitter and Facebook

Support via Secondary Sphere of Vertical Blogging & Communities

Drive Acquisitions to Ticket System (eventbrite)

Online Results

eventbrite: Sold 856 tickets ( 114% above target!)

2472 unique visitors

conversion rate of 35%

Twitter: 232 followers

Twitter Effect: Due to ReTweets total

Twitter audience was 6X

Facebook: 23 confirmed attendees

Underperformed on expectation

Microsite: 3175 unique visitors

61% search (Google 58%), 24%+ social media, 4% blogs

SEO Impact: Top 3 links on Google

Half of all page one search results

PageRank driven by social media effort, impact was seen with 48 hours (fresh, relevant, recent)

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%

Event Mapping to Traffic Significant Social Media events correspond with increased traffic levels to the Festival microsite

1350 people attended the event

over 3 ½ days (target was 1000)

80 (~6000 pints) of 88 (double the initial order) casks of real ale consumed

The first ever Wandsworth Common Beer Festival was a roaring success

The ecstatic event organiser and venue owner is now planning a 2 nd festival in late October ‘09

Real World Results

Social Media ROI

63% of attendees were a result of Social Media Marketing

£571 revenue per 1 hour spent on Social Media

£11.41 for each £1 spent (=11x ROI)

5.6% total cost of sale for revenue generated by Social Media

We believe the ROI can be significantly increased by deploying ‘emerging’ Social Media best practice and development of better tools to manage campaigns

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 )

Other Key Lessons

Social Media complements and magnifies the value of Search

Post-event long term benefits (e.g. links, page rank, awareness, social presence)

It’s not all about Google or Facebook

Twitter works (giving us a new question: Are Twitter users network nodes?)

Theory Proven: Social Media Works

Social Media should be a part of any marketing and promotional campaign

Social Media + Search = more traffic, more results

The ROI will be positive. This is a cheap and easy way to get results

Be active and review your activity daily, then refine and repeat. Then review, refine & repeat again

A little about us:

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.

http:// www.twitter.com/afullerview

http:// www.linkedin.com/in/dylanfuller

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.