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This Facebook campaign led by Nathan Smoyer of Chatterbox Marketing was pivitol to Jessica (aka smore) Smoyer winning a car. Basically, this campaign complimented a radio contest, utilized the social dynamics of Facebook in order to help Jessica win a car.
Citation preview
94.1 WYSP ‘Live In It to Win’
Analytical breakdown of:
Facebook.com/wyspMustang4Smore
By:
Nathan Smoyer, Chatterbox Marketing
Purpose: The purpose of this report is to help identify how the Facebook page created to support Jessica (Smore) Smoyer was successful in making her the winner of 94.1 WYSP’s ‘Live In It to Win’ event. In
politics it is considered a landslide to win by double-‐digits in votes and that is exactly what Smore achieved. Receiving (as announced on the radio) 64% of the votes totaling 40,000, Smore received tremendous support. The support for Smore was very engaged and proactive throughout the event.
Quite honestly upon looking at the numbers, it is now clear neither of her competitors stood a chance against her and her devote fan base. Listed below, each section contains a brief description of its respective graph by which it precedes.
This graph depicts the growth of the fan base. In total the page has over 600 page ‘Likes’. Later in this report is a graph that breaks down the geographics of the fan base. One important item to note is that each of these fans’ networks most likely published that they had joined this page. This could easily amount to a reach of at least 60,000 Facebook users, factoring with each page
fan having a network of at least 100. It is conceivable to believe the reach would have actually been well over 100,000.
This graph gives visual aid to the amount of commenting interaction. These comments are not measuring the overall page interaction (which is broken down further below). These comments
are the interaction of users on the page after a unique wall post has been created. Take note that each date is broken in two parts on the chart. This demonstrates the steady flow of interaction leading up to the final two days of voting; of which demonstrated an impressive
increase of interaction.
On this graph, ‘Likes’ are tracked for each post on the page. This does not track the number of ‘Likes’ of the page, rather only the ‘Likes’ of each unique wall post. Obviously July 2nd, the last
day of the competition, received the most attention. It is conceivable to believe part of the reason the page grew in popularity initially (besides page recommendations) was from the ‘Likes’ being published in news feeds.
The amount of unique wall posts measures each post on the page. Smore received a high amount of support at a relatively stable rate. This is a measurement of the activity on a page. The page seemed to grow rapidly in sync with the amount of wall posts, leading to the
conclusion that this page was successful from the interaction of Smore’s fans. Also keep in mind each day is broken in two. There were several days that so 30+ unique wall posts. The heavy interaction on the page is indicative to Smore receiving such a high quantity of votes.
This graph shows the combination of comments, Likes, and wall posts. This gives a very general, but concise view as to what kind of interaction the page experienced. Friday, July 2nd being the
last day of the competition saw the greatest amount of interactions with nearly 100 in total. Again, it is the high amount of page interaction that continued to snowball until Smore was announced the winner.
To help break down just who were the people that helped Smore win the 2011 Ford Mustang, here is a demographical breakdown of those who ‘Liked’ the page. Clearly young adults ages 18-‐
24 were the dominating (probably not surprising) force behind this page. What is also an important factor to note is the large amount of supporters coming from the suburban areas. With including Coatesville, Gilbertsville, Pottstown and Birdsboro, these area supporters
outweighed Philadelphia residents 186 to 170. Those two regions combined created nearly 60% of the supporters of the page. Clearly the benefit of this is that the supporters are directly within listening range of WYSP and hopefully have been converted into fans!
Page views counts for many reasons. Mostly however page views and especially unique page views can help advertisers and sponsors understand the true “real estate” value of a website.
By using this graph, it can be estimated the page saw nearly 1000 unique views and between 3000 and 4000 total pages views in only 4 days. The power here is that clearly those who ‘Liked’ the page remained activily engaged; thus further increasing their attention to the competition
and the likely-‐hood of them evangelzing it to others.
Additional facts about the page:
4 Photos were added by users, and 6 by the page administrator. Some of the photos added by the page administrator were copied from other Facebook pages.
A total of 12 links were posted on the page. This includes links to the WYSP website and blog-‐posts by the Mercury covering the story. The blog-‐posts may have been a
contributing factor in the success of this page by giving out information as to how to support Smore in the event.
The first blog entry: Click Here
The second blog entry: Click Here
**This report was prepared by Nathan Smoyer, partner with Chatterbox Marketing. Further questions,
comments or inquires can be forwarded by e-‐mail to [email protected] or by telephone at 484-‐948-‐0578.