Cheers to Social Media - A Case Study

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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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Cheers to Social Media - A Case Study

  1. 1. Cheers to Social Media Case Study for a Social Case Study for a Social Media Marketing Media Marketing experiment for the experiment for the Wandsworth Common Wandsworth Common Beer Festival, March 2009 Beer Festival, March 2009 By: Simon Baptist and Dylan Fuller
  2. 2. 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
  3. 3. Our Theory: Social Media was the Solution Plan of Attack: 1. Engage and Converse in Primary Sphere of Twitter and Facebook 2. Support via Secondary Sphere of Vertical Blogging & Communities 3. Drive Acquisitions to Ticket System (eventbrite)
  4. 4. 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)
  5. 5. Interesting Online Analytics Very high % of Social Very high % of Social Media Clicks were to the Media Clicks were to the eventbrite ticket microsite eventbrite ticket microsite Social Media Traffic: 24% Social Media Traffic: 24% is our lowest %, on some is our lowest %, on some calculations it was as high calculations it was as high as 38% as 38%
  6. 6. Event Mapping to Traffic Significant Significant Social Media Social Media events events correspond correspond with increased with increased traffic levels to traffic levels to the Festival the Festival microsite microsite
  7. 7. Real World Results • 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 2nd festival in late October ‘09
  8. 8. 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
  9. 9. Primary Lesson With attention at a premium, With attention at a premium, Social Media provides the Social Media provides the platform to ensure the platform to ensure the success of events success of events Social Media is a cost Social Media is a cost effective and easy way to effective and easy way to drive awareness and real drive awareness and real world actions (e.g. attendees, world actions (e.g. attendees, footfall, purchases )) footfall, purchases
  10. 10. Other Key Lessons ••Social Media complements and Social Media complements and magnifies the value of Search magnifies the value of Search ••Post-event long term benefits (e.g. Post-event long term benefits (e.g. links, page rank, awareness, social links, page rank, awareness, social presence) presence) ••It’s not all about Google or Facebook It’s not all about Google or Facebook ••Twitter works (giving us a new Twitter works (giving us a new question: Are Twitter users network question: Are Twitter users network nodes?) nodes?)
  11. 11. 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
  12. 12. Cheers Cheers Skål Skål Prost Prost 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. • http://www.twitter.com/simon_baptist • http://www.linkedin.com/in/simonbaptist Related Links: •Twitter: http://twitter.com/wandsworthbeer •Eventbrite: http://wandsworthbeerfestival.eventbrite.com/ •BeerViking (WordPress powered blog): http://www.beerviking.com/2009/03/884/ •Ning: http://lovebeeratborough.ning.com/ •RateBeer: http://www.ratebeer.com/ •La Gothique (event venue): http://www.legothique.co.uk/

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