Social Media Campaign Report Tour de Kids

Sarah Allen Consulting: Report on ‘VIRTUAL’ Tour de Kids 09 Social Media Campaign © Sarah Allen Consulting 2009

Tour de Kids Social Media Campaign © Sarah Allen Consulting 2009

Facebook © Sarah Allen Consulting 2009

Facebook ‘VIRTUAL’ Tour de Kids 2009 event featured photos, links, comments © Sarah Allen Consulting 2009

Facebook http://www.facebook.com/home.php?#/event.php?eid=57738909719 Daily blogs and Captain Starlight ‘rap’ featured on ‘VIRTUAL’ Facebook Event © Sarah Allen Consulting 2009

Facebook Regular updates to 45,000+ Starlight supporters on Facebook © Sarah Allen Consulting 2009

Facebook Communicate w/ members of Tour de Kids 08 Facebook group © Sarah Allen Consulting 2009

Facebook Ongoing promotion & links between Tour de Kids 08 & 09 Facebook groups © Sarah Allen Consulting 2009

Facebook Highlights Messaged 46,000+ friends & supporters l Regular updates in lead up & through Tour de Kids l ‘VIRTUAL’ Tour de Kids featured: l Rider blogs l Links to Twitter and Youtube l Photos from past and previous Tour de Kids l Comment Wall l You Tube Captain Starlight thank you ‘Rap’ to riders l © Sarah Allen Consulting 2009

Facebook Selection of messages from ‘The Wall’ My heart and admiration goes out to all involved, this is a great cause...:-) l Tracey Byratt, 16 April 2009 - Well boys and girls almost there well done and don't forget \"Enjoy the Pain l for you have earnt it!!” Andrew Gibbons, 3 April 2009 - Please, please, someone make sure that Cobby does not come first. l Anyone except Bours that is. Warrick Negus, 30 March 2009 - Wish I could be there! l Amelia Cormack, 26 March 2009 - © Sarah Allen Consulting 2009

Twitter © Sarah Allen Consulting 2009

Twitter At 23 Mar 09: 3 Twitter updates 136 followers of Tour de Kids, 428 following Created customised Tour de Kids background © Sarah Allen Consulting 2009

Twitter At 30 April 09: 565+ Twitter updates 1,123+ followers, 991+ following (and growing!) © Sarah Allen Consulting 2009

Tweetstats http://tweetstats.com/graphs/TourdeKids Average of 15.6 Tweets per day © Sarah Allen Consulting 2009

Tweetstats http://tweetstats.com/graphs/TourdeKids Greatest number of Tweets between 9am – 2pm Tweets scheduled 24 hours a day to reach greatest audience © Sarah Allen Consulting 2009

Tweetstats http://tweetstats.com/graphs/TourdeKids Number of Tweets peak mid-week 15% are responses to comments about Tour de Kids Web is most common interface © Sarah Allen Consulting 2009

Twitpic http://www.twitpic.com/2e2zd First Twitpic image – 57 views © Sarah Allen Consulting 2009

Twitpic http://www.twitpic.com/3quo3 Twitpic image with sponsor logos – 32 views © Sarah Allen Consulting 2009

Twitpic http://www.twitpic.com/3qw3m Final Twitpic image – 72 views © Sarah Allen Consulting 2009

Twitter Highlights 565+ Tweets posted by Tour de Kids. l Tweets included: quotes, rider updates, stats, facts, sayings, l jokes, inspirational words, messages of support, pictures, responses & comments 1123+ people became ‘followers’ of Tour de Kids updates over l five weeks, and Tour de Kids ‘followed’ 991 people Averaged 15.6 Tweets per day in an intense campaign l Followers of Tour de Kids posts forwarded information to l 40,000+ others on Twitter (this is called ‘Retweeting’) © Sarah Allen Consulting 2009

Twitter Highlights (contd.) Engagement with cycling forums in AUS/NZ brought greater l awareness to the ride Using Twitpic* 43 images from the ride (past and present) were l shown to followers Followers viewed images a total of 1,384 times l Each image was viewed, on average, 32 times each l Throughout end-March and April, Twitter referred the third l greatest amount of traffic to the Tour de Kids website * TWITPIC – an image upload website designed specifically for Twitter – www.twitpic.com © Sarah Allen Consulting 2009

Some Twitter comments lol thats funny. i think its real cool what you do for the kids. god speed. l - ericmorcigliort Welcome always, big supporter! Congrats also. Shame event isn't in NSW, l good luck ;) - transcribe Previously mentioned unwashed car worth £450, bicycle collection l £6200....the perfect ratio! - mattmbr Re: Cycling addict. Don't forget wax on your legs. l - exframebuilder Sounds like a good cause. Look forward to more. #cycling l - billhanifin © Sarah Allen Consulting 2009

Some Twitter comments (contd.) Wow!! sounds awesome!! l - f4fantom The miles are ramping up. Not at your level. I am envious and l encouraged. Keep up the good work. - mtbgal Good luck on your ride. I'm not sure you want advice on \"no hands\" from l me. lol. I tend to fall alot. - nikihutson Good luck guys, just finished cycle2cannes.org with @dormoyu too, l maybe swap places next year!? - carlcarrington You are insane my friend, but I love it. I'm riding across the US in 2 l months. Never done over 400 miles. um, bring a heat pad? - BGBike © Sarah Allen Consulting 2009

Tour de Kids Blog “I’ll take on the pain, the suffering, the time away from my family, the lack of a social life – there’s no point if I’m not hurting for the kids.” Blog snapshots: #1 – David Cobroft © Sarah Allen Consulting 2009

Tour de Kids blog “I have seen big hearts, great mateship and camaraderie ...and a dedication to achieving their goal almost second to none.” Blog snapshots: #2 – Support Crew Member Emma Spence © Sarah Allen Consulting 2009

Tour de Kids blog “This blogger has lodged a an official complaint with Graham Samuel at the ACCC over Queensland Tourism's often used but highly misrepresented phrase \"Beautiful one day....!\" Blog snapshots: #3 – Virgin Australia CEO Brett Godfrey © Sarah Allen Consulting 2009

Blog on Twitter Blog snapshots: Brett Godfrey on Twitter Each blog shown 10 times on Twitter, maximising hits to website © Sarah Allen Consulting 2009

Top Referring Sites April Tour de Kids Custom View: 4/1/09 - 4/28/09 Referring Page Page HRef Visits % Visits 1 Direct Traffic 817 0.71043 2 http://www.google.com.au/search http://www.google.com.au/search 73 0.06348 3 http://twitter.com/TourdeKids http://twitter.com/TourdeKids 71 0.0617 4 http://www.google.com/search http://www.google.com/search 30 0.02609 5 http://www.starlight.org.au/WhatsOn/Pages/TourdeKids.aspx http://www.starlight.org.au/WhatsOn/Pages/TourdeKids.aspx 22 0.01913 6 http://www.tourdekids.org.au/Pages/default.aspx http://www.tourdekids.org.au/Pages/default.aspx 17 0.01478 7 http://connect.challenger.com.au/ http://connect.challenger.com.au/ 12 0.01043 8 http://twitter.com/home http://twitter.com/home 11 0.0096 9 http://www.facebook.com/home.php http://www.facebook.com/home.php 9 0.0078 10 http://twitter.com/timeline/home http://twitter.com/timeline/home 7 0.0061 11 http://www.tourdekids.org.au/Tour09/Pages/MapandRoute.aspx http://www.tourdekids.org.au/Tour09/Pages/MapandRoute.aspx 6 0.00522 12 http://www.facebook.com/ext/share.php http://www.facebook.com/ext/share.php 6 0.0052 13 http://www.tourdekids.org.au/Tour09/Pages/Blog.aspx http://www.tourdekids.org.au/Tour09/Pages/Blog.aspx 6 0.0052 14 http://www.starlight.org.au/News/Pages/TourdeKidsCyclesforStarlight.aspx http://www.starlight.org.au/News/Pages/TourdeKidsCyclesforStarlight.aspx 4 0.00348 15 http://www.google.co.uk/search http://www.google.co.uk/search 3 0.00261 16 http://connect.challenger.com.au/default.asp http://connect.challenger.com.au/default.asp 3 0.00261 17 http://search.live.com/results.aspx http://search.live.com/results.aspx 3 0.00261 18 http://www.tourdekids.com.au/Pages/default.aspx http://www.tourdekids.com.au/Pages/default.aspx 3 0.00261 19 http://www.tourdekids.com.au/Tour09/Pages/Blog.aspx http://www.tourdekids.com.au/Tour09/Pages/Blog.aspx 3 0.0026 20 http://twitter.com/friend_requests http://twitter.com/friend_requests 3 0.0026 By implementing an effective Social Media campaign, We increased Tour de Kids website traffic by 10% © Sarah Allen Consulting 2009

Results Delivered the first complete, integrated Social Media campaign for l Tour de Kids and Starlight Significantly increased awareness of Tour de Kids event l Engagement with greater online audiences around the event l Warm contacts likely to engage with future Tour de Kids rides l Warm contacts likely to engage with Starlight in future l Built relationships with online cycling communities globally l Successful donations made through Social Media (quantify $ l through Everyday Hero stats) Social Media responsible for 10% total online traffic to Tour de l Kids website © Sarah Allen Consulting 2009

Social Media Campaign Report Tour de Kids

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