Samsung People WOM Campaign Report

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Campaign for Samsung camcorders

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  • 1. Campaign Report Phase One: May 12 to July 27 Campaign Report Phase Two July 28 to September 10

2. Phase One Results The site statistics indicate that visitors are Competition Entries:3, 080engaged by the content. Site Visits:The bounce has been consistently low, only5.7% of people who come through to the Total Visits:12, 844site are not exploring further. Absolute Unique Visits:11,174The average time on site and average number Average Visits/ Day:274.6of page views per visitor are further indication Bounce Rate:5.70%of the engaging nature of the site. The numberof page views, when take away landing page Visitor Trending:and competition page, show that people areviewing four to six profiles. The average time Average Time on Site:5 mins 35 secsspent on the site is extremely high by Total Page Views:110, 425industry standards. Average Page Views:8.6111% of the visitors were engaged enough tocome back more than once. It also shows Traffic Sources:that the site has growing reach as such a Direct Traffic: 712 (5.64%)high % of visitors were new i.e. the Referring Sites:11, 673 (92.42%) Samsung People word is spreading. Search Engine:256 (1.95%) 3. Site Stats Key Marketing MomentsStart of online filtration via social networking sitesStart of national street team activity RMA databases contacted. People who entered competition via advertisers re contacted Site awarded FWAand directed to site, Oyster newsletter sent out, informationsent out via school databases Start of street team activity in Sydney/ Targeted messages in Myspace 4. Advertiser Stats 1.57 million Page Impressions, 133,023 Unique Browsers, Average page views 8.94 (total for whole site, over a one month period). Promotion ran from 15th May to 29th May. It generated the following:FHM Win stuff 1, 548, 451 (page impressions) HM Home Page (where Samsung People video was running)F 540, 724 (page impressions) 5. Advertiser Stats 8.26 million Page Impressions, 262,299 Unique Browsers, Average page views 16.29 (total for whole site, over a one month period). Promotion ran from 15th May to 15th June. It generated the following impressions:Promo Title (Banner ad) 56 clicks through to Samsung PeopleZoo Tube (where Samsung People video was running) 91, 370 (page impressions)Zoo Win Stuff 30, 523 (page impressions) 6. Advertiser Stats 445,907 page impressions, 47,538 Unique Browsers, Average page views 8 (total for whole site, over a one month period). Promotion ran from Jun2 2nd to June 23rd. It generated the following:Homepage editorial pod 410, 678 (page impressions) ompetition pageC 378, 456 (page impressions) 7. Advertiser Stats 407,254 page impressions 48,374 Unique Browsers Average page views 7.2 (total for whole site, over a one month period) The promotion ran from May 19th to June 2nd. It generated the following:Home page editorial pod: 386, 502 (page impressions)Competition page 267, 115 (page impressions) 8. Advertiser Stats Samsung People sponsored both Two, Three and Four Thousands newsletters for a period of two weeks. Newsletters are sent out one/week. The promotion generated the following: Sent to a database (over two issues) hree Thousand: 22, 200T wo Thousand: 10, 200T our Thousand: 1, 510FBanner Clicks (In newsletter, total across all titles) 829 9. Advertiser Stats 160,000monthlyimpressions40,000uniquebrowsersAveragepageviews10.2(totalforsite overonemonth).Samsung People was featured over a two week period on 2 Threads. The promotion generated the following:Advertorial Piece 20, 167 viewsSamsung Video (call to action) 52 viewsCompetition Page 2, 160 (page impressions) 10. Database Stats Fuzzy is a music/ festival promotion company. Samsung People was featured as an editorial piece Fuzzys newsletter on the 26th May. It generated the following:Sent out to database of: 40, 000Samsung People was included in Oyster Magazines e-newsletter and Myspace bulletin. It generated the following:Myspace Bulletin sent to database of: 15, 000 Newsletter sent to database of: 20, 000 11. Database Stats Samsung People was featured in Samsungs own Myspace bulletin. It generated the following:Sent to out database of: 2, 000 Kink is a Sydney based nightclub and promotions agency. Samsung People was featured in Kinks weekly newsletter. It generated the following:Sent out to database of: 14, 000 12. Database Stats Samsung People was featured in both Zoo and FHMs monthly newsletter. They generated the following:Zoo database of: 82, 000FHM database of: 42, 000 13. Database Stats Samsung People was included as an editorial piece in 2Threads weekly newsletter. It generated the following:Sent out to database: 17, 000 RMAu&liseditsinuencernetworksandstreetteamstosendtargetedemails.SentouttoDatabase:FHM Select (Influencer Network) 170 Samsung MP3 (Influencer Network)200 Xbox Street team 72 Samsung People Video Profiles 620 RMA Database492 14. Online InfiltrationPublic wall postings:170 Potential views: 26, 279 Private messages 256 Where is your mind? Group messages 725 Public wall postings 143 Potential Views: 31, 834 Private messages 845 Samsung People Video (views) 175Forums posts28 Views 4, 563 Replies - 145 15. Summary of Reach Advertisement Reach: age ImpressionsP 3, 710, 056 anner ClicksB 1, 064Database Reach: 233, 062Online Infiltration Reach: Total Reach: 2, 342Potential Reach3, 944, 182 62, 821 16. Street MarketingSticker Thought Catcher PosterFlyer 17. Street Marketing Sydney Stores Promoted 822600 Posters DistributedFlyers Distributed In-store 4, 800Flyers Distributed Hand to Hand 11, 000 18. Street Marketing Melbourne Stores Promoted 377600 Posters DistributedFlyers Distributed In-store 4, 800Flyers Distributed Hand to Hand 11, 000 19. Street Marketing Brisbane Stores Promoted 203350 Posters DistributedFlyers Distributed In-store 2, 200Flyers Distributed Hand to Hand 7, 000 20. Street Marketing Gold Coast Stores Promoted 88150 Posters DistributedFlyers Distributed In-store 1, 000Flyers Distributed Hand to Hand 3, 000 21. Street Marketing Adelaide Stores Promoted 118300 Posters DistributedFlyers Distributed In-store 2, 000Flyers Distributed Hand to Hand 5, 000 22. Street Marketing Perth Stores Promoted 94300 Posters DistributedFlyers Distributed In-store 2, 400Flyers Distributed Hand to Hand 5, 500 23. Summary Of Reach National1, 702 Stores Promoted2, 300 Posters DistributedFlyers Distributed In-store 17, 200Flyers Distributed Hand to Hand 42, 500Total Flyers Distributed59, 700 24. Phase Two End Report July 28 to September 10 25. Phase Two Results National Phase two statistics indicate that visitors are Site Visits: still engaged by the sites new content. Total Visits: 20, 042 The bounce rate in phase two has dropped to Absolute Unique Visits:10, 708 a significant low with only 1.28% of people Average Visits/ Day: 445 who come through to the site are not Bounce Rate:1.28 exploring further. Visitor Trending: The average time on site and average number of page views per visitor are further Average Time on Site: 6.22 indicate the engaging nature of the site. The Total Page Views:223, 636 average time spent on the site is still Average Page Views:11.16 extremely high by industry standards.Traffic Sources:Phase two has shown an increase of repeat visitors with nearly 50% returning back to the site. This would be due to new blogs being Direct Traffic:9, 636 uploaded and to re-vote. Referring Sites: 9, 230 Search Engine: 1, 176 26. Site StatsNational HAHA! this is too much already! lookforward to seeing episodes to come!!yeeeeeewww! xx Total Votes: 6, 982This clip is HOT...where else would u get tosee behind the scenes of the next best thing Blog Comments*: 837in Sydney?! This clip has my vote! Cant waitto see whats next! itseriously pissed myself laughing.. this ishilarious.!!! I DO NOT want to know howmuch time and effort u guys put into makingthis.. lol.. good times xx yes I do believe the guidelines say you musthave a Hollywood grade movie ITS A HAND *Amongst the top 5 blogger's HELD CAM in saying that I think Marc is a comment wartotally hot to trot. You just got to began with each posting on the others comments page causing a stir amongst fans of the blogger's. 27. Site Stats I dont think this needs to be included, unlike the last graph which showed the key marketing events this one serves no real purpose. 28. Database StatsNationalDatabaseFHM Select (Influencer Network)170Samsung MP3 (Influencer Network) 300 One of the Samsung final 10 had access to the Kink (Night club Xbox Street team72 promotion agency) database and sent out regular notices to its Samsung People Video Profiles620 members requesting votes. RMA Database 592 Total84, 000 Samsung People entries4,006Total5,748 29. Online Infiltration Activity by RMAPublic wall postings: 367Potential views: 91, 440 Private messages540 Where is your mind? Group messages984 Public wall postings450Potential Views: 176, 880 Private messages906 Bulletins1,962 30. Summary Of Reach: RMA ActivityDatabase Reach 89, 760Online Infiltration Reach5, 209 Potential reach 273, 529Total368, 498* he actual potential reach of Phase Two is difficult to calculate as each blogger hadT as different potential reach and has given different levels of activity and promotion. In the next section we profile the reach of the winner Marc Davies. 31. Case study: Marc Davies Marc Davies used all available tools to promote himself and Samsung People using Facebook, Myspace, emails and texts.Total votes2, 174Total comments 313 32. Case study: Marc Davies 865 FriendsStatus updates: Update twice a day to keep fresh and Potential views: 35, 868 so to appear in News Feed section Potential views: 35, 868 Private messages: Marc set up groups and sent a message a day to each group requesting votes Potential views: 35, 868 Wall posts: Marc posted links to his new videos on his own and friends walls. 33. Case study:Marc Davies Marc sta