The Crawley Live music festival held over the Jubilee Bank Holiday weekend saw an attendance of 5,000 people. Minimal advertising was done due to a limited budget, but Implement Marketing raised the event's profile on Facebook, Twitter, and local directory websites. This led the event website to rise from position 25 to number 1 on Google. Facebook engagement was very high, averaging 67.6% before, during, and after the event. The most shared Facebook posts were photographs. Future events can improve social media promotion by having bands more actively promote the event page and interact more on Facebook and Twitter.

1. Post Event Summary
Compiled 18/6/12

2. Overview
• Crawley Live was a 3 day open-air music festival
held in Crawley, West Sussex, over the Jubilee
Bank Holiday Weekend (1-3 June 2012)
• Total no. attended: 5,000
• Advertising was minimal due to limited
budget, with Implement Marketing’s remit to
raise the event’s profile via Facebook and Twitter
and get the event listed on local directory
websites promoting Jubilee weekend things to do

3. Website Page Rank
Before Event
After Event

4. Website position in search results
From position 25 to no. 1 on Google

5. Website position in search results
From not recognised to position 2 for Yahoo and Bing

6. Main Referral Websites

9. No. Backlinks to website
This increase correlates with date Implement Marketing began listing on directory websites
(from 29/4/12)

10. Activity Summary
Type of Activity No. listed on
Directory Listings on: 32
Music/Gig websites
Radio Station websites
Where to go websites
Newspaper websites
Council Websites
Facebook wall posts on complementary pages 35
TV & Radio Stations – personal contact 3
Facebook wall posts on band pages 7 out of 9 bands had a
Facebook presence
Twitter activity with Sunday’s acts 7 acts on Twitter

11. Twitter
#crawleylive….sadly not a trendsetter!

12. Klout score for Twitter:
32 as at 31/5/12 (day before event)
What is Klout?
Our friendships and professional
connections have moved online,
making influence measurable
for the first time in history.
When you recommend, share,
and create content you impact
others. Your Klout Score
measures that influence on a
scale of 1 to 100.
What determines a ‘good’ Klout score?
Klout’s definition: Influence is relative so it depends on your goal and peers.
The average Klout Score is not 50; instead, it is around 20.
The Score becomes exponentially harder to increase as you move up the scale.
For instance, it is much harder to move from a 70 to a 75 than from a 20 to a 25.

13. Top Tweets generated by @crawleylive

14. Top Tweets generated by @Crawleylive

15. Event mention by top comedian
Shame the correct Twitter
handle (@Crawleylive) wasn’t
used…could have been
targeted exposure to 84,801
followers AND 6 x retweet
audience of 3,178
Total reach: 92,054

16. Facebook

17. Facebook: Key Performance Indicator
Event Dates No. Likes No. Talking Engagement Date Tracked
about page Ratio
Crawley Live 1-3 June 117 76 65% 25/5 (7 days)
2012 135 69 51% 31/5
134 58 43% 1/6 (Event)
143 121 85% 4/6
146 137 94% 6/6
IOW Festival 21-24 June 34842 1512 4.3% 31/5
37163 4051 10.9% 18/6 (3 days)
37,480 4,650 12.4% 20/6 (1 day)
39,685 6,570 16.6% 22/6 (Event)
Nova Arts & Music 5-8 July 2012 87 4.3% 31/5
Festival 2161 168 7.8% 18/6 3 wks to
(Pulborough) go
80’s Rewind 20-22 July 23724 789 3.3% 31/5
Festival 24749 925 3.7% 18/6 1 mth to
(Perth, Scotland) go

18. Average Facebook Engagement Ratio
Crawley Live scored a MASSIVE 94% directly
after the event
Averaging: 67.6% pre/during/post event
As a comparison, Isle of Wight Festival only
scored an average of 16% during the event

19. Most shared Facebook posts

20. Most shared Facebook posts

21. Most shared Facebook posts
Least shared: tweets re-posted and posts on other timelines

22. Visits to the Facebook page

23. Key Social Media Learnings
• Bands to get behind event more effectively on
Facebook and Twitter from outset – talk about
event on their pages, share event page and
interact better with Facebook timeline/wall
• Utilise more Photograph posts on Facebook as
they have better interaction
• Live social media feeds on website to improve
SEO
• Videos posted in run-up to event to help SEO and
promote event through sharing of content
• Twitter wall at event to encourage interaction