1. Smooth Christmas
Social Media Report
Ben Stroud

2. Smooth Christmas
✤ A digital station
✤ Commercial-free christmas music
✤ Running from November 1st to Christmas eve
✤ Featuring shows from:
✤ The Overtones
✤ Joe Mcelderry
✤ Susan Boyle
✤ Donnie & Marie Osmond

3. Target audience
✤ Existing Smooth Audience
✤ Office workers/influencers
✤ BBC listeners (a festive, commercial-free alternative)

4. Overall campaign goals
✤ Grow awareness of the station in run-up to Christmas
✤ Convert Smooth Christmas listeners into Smooth Radio/Smooth
Radio 70s listeners
✤ Target group: 40-59 year olds in Smooth Radio FM areas - traditional
Radio 2 listeners

5. Social Media Strategy

6. Social Media Strategy
✤ Focus on Twitter - measurable and more lightweight than Facebook
✤ Facebook and Facebook advertising a secondary focus
✤ Enables us to track and monitor the success (follows, retweets,
replies, mentions, #hashtag)
✤ Enables us to combine with Smooth Radio and Smooth 70s presence
on there to migrate interested fans back and forth between accounts
✤ Ultimate aim to convert Smooth Christmas listeners to Smooth Radio
listeners

7. Competition:
#ItsaSmoothChristmas
✤ Over the first week of December, run a competition on Twitter asking
fans to name their favourite Christmas songs.
✤ We will pick a winner every day for the first five days - they will
receive a signed CD from one of our featured Christmas artists
✤ At the end of the week, the five winners were put into a draw to win
a digital radio

9. Competition with Carluccio’s
Added value content for our followers

10. Artists’ social
media
communities
Engaged fans and followers of all artists
featured in Smooth Radio Christmas
specials

11. Rod Stewart
An official update from his Facebook page promoting our station

12. The Overtones
Mentioned and engaged with the brand on Twitter

13. Daley Thompson
Olympic icon enjoys a bit of Smooth Christmas!

14. Official Santa
300k followers on Twitter, increased the reach of our account significantly

15. Conversion
People are happy to recommend us to a
friend on social media

18. Shareable User Content
Took engagement from Twitter to Facebook - and vice versa!

19. Results and Insights

20. @SmoothXmas
✤ 819 mentions - 16 per day on
average
✤ 221 click-throughs - 4 per day
on average
✤ 156 retweets - 3 per day on
average
✤ An average of 23 engagements
per day

21. Conversion
People are happy to recommend us to a
friend on social media

24. Twitter insights
✤ Great level of engagement for a new account
✤ Plenty of positive word-of-mouth recorded
✤ Conversations with twitter users can be directly attributed to
conversions into listeners/followers of the brand
✤ Followers can now be nurtured and converted into Smooth brand
fans

25. Thank you
Ben Stroud
www.thewhatnoise.com
ben.stroud@gmail.com
@ben_stroud (Twitter)