Embed Size (px)
Citation preview
Social Media Campaign Overview“Conquer Your Everyday”
sDecember 16, 2013 – January 20, 2014
Objectives: • Grow Critical Mass of Social Media Assets; specifically Facebook and YouTube• Amplify Other Campaign Initiatives (as budget allows)Target Audiences:• Hispanic• Bear Grylls fans• MMA/UFCAudience Strategy:• Identify our target audiences through strategic targeting:
• Broad categories (Hispanic, Feature Phone Users)• Specific targeting (#Comparison of smartphones, Bear Grylls, Get Out Alive with Bear
Grylls, Man vs. Wild, UFC, MMA, etc.)
Let’s Take a Look Back…
• Campaigns built to target and appeal to Optimoms, Textagers and Karmaniacs AND to tie into existing MetroPCS programming
• Two sweepstakes running across Facebook, Instagram & Twitter offering different prizes to support audience segmentation (e.g., Bear Grylls vs. UFC)
• Paid video distribution on YouTube• Social media advertising to target fans & prospects with Kyocera
promotion messaging• Promoted Tweets to drive sweeps & contest• Blogger Outreach
CAMPAIGN OVERVIEW
Design by Echo
Facebook Fan Base increased 103.9% , $1.33 CPF• From 18,089 to 36,889
Garnered 6,963 video views on YouTube, only $0.13 per view
Impressions• Facebook & Twitter: 4.15
Million• YouTube: 46.2k, with a 15%
watch rate• Bloggers: 3.1 Million
Twitter• 995 paid engagements,
%0.53 eCPE• 21% increase in Twitter
followers• 1,570 Tweets were
generated from the #KyoceraConquer hash tag
50.7% Instagram Growth Rate 723 photos submitted by
Kyocera fans across all platforms
Campaign Results
“Conquer Your Everyday” – $2,500 Prize
“Conquer Your Everyday” – UFC Ticket & $500 Prize
Some Fan Photo Submissions
More than 30 bloggers posted about the sweepstakes
Echo coordinated 12 phone reviews with bloggers Combined blog audience of 3,104,119 Combined social media audience of 483,373
Bloggers
• Fans increased from 18,089 to 36,898• More importantly, our fans were ENGAGED!• 7.4% of fans are talking about Kyocera – fantastic!! • Facebook average engagement rates are 1.5 to 3%
INCREASE THE CRITICAL MASS!
Overall Impressions
Women spend 3.6 hours a day as self-reported by social media users – Ipsos Open Thinking Exchange, 2012
• 21.9k stories were created - in essence free advertising - which was comprised of users liking your page, posting to your wall, mentioning your page, and commenting on or sharing content.
Viral Reach
• 2,749,019 impressions
• 12,883 clicks
• 10,049 actions
• 8,492 fans at $.52 CPF
• .469% CTR (industry average is .1%)
• $.34 CPC• Excellent value to grow fan base• Sponsored stories performed
the best
Facebook Advertising Performance
Facebook Key Takeaways
Sweepstakes via Facebook w/ Fan Gating are a great way to build the fan base, as well as garner engagement, reach & impressions efficiently and cost effectively.
The holidays (Dec. 24/25 & Jan. 1/2) were the page’s highest impressions days. Consider planning campaigns
around holidays moving forward.
FB ads are efficient! - $.52 CPF, and $1.61 CPM with an average CTR of .469%.
More conversations and with new contacts
Summary:
Engagement & Interactions
Twitter campaign ran 12.23 through 1.1.14
Dates of highest engagement Dec. 23-30:- Total of 45 mentions & 42 Retweets- Promoted content and easy explanation of protocol & prize served to
enhance sweepstakes visibility.
• 21% increase in followers: 990 to 1200
• 77.6k impressions
• 1.28% engagement rate
• (GREAT!!! Compare to 0.1% and more often 0.03%)
• 995 engagements
• $0.50 eCPE
• Tweets designed to drive entries
Twitter - Promoted Posts
Sweepstakes resulted in 1,570 tweets with the hash tag #KyoceraConquer
Twitter: 82% positive sentiment The sentiment score instantly
gauges public opinion about any topic. Sentiment scores are computed based analysis of the full Twitter Firehose (which includes hundreds of millions of tweets every day).
Sentiment scores are also normalized for each term based on scores for all other terms used in Twitter.
Sentiment
Twitter Key TakeawaysPromoted Tweets that target by user brand ‘look-
alikes’ e.g. Telemundo, UFC & Bear Grylls, plus interests & demographics are efficient – eCPE $0.50
The best performing interests: Hip-Hop/Rap, NFL, Comedy [Movies, TV, Stand-Up], College Students &
Basketball
Men responded slightly better with a 1.3% engagement rate vs. 1.22% from women. Yielded
1.28% average.
50.7% Growth Rate: from 65 to 98 followers. • (98-65)/65
Obtained higher interaction than average for the amount of fans KyoceraMobile has.
Instagram Highlights
Tags with a dark background are part of the 100 most used. Monitored popular hash tags & used them in sweepstakes posts.
According to a, TrackMaven study*, the average photo receives an average of 37 interactions per 1,000 followers.
*http://news.cnet.com/8301-1023_3-57604451-93/study-almost-quarter-of-fortune-500-is-active-on-instagram/
For an approx. 100 Kyocera followers, the average should be approx. 3.7 interactions per photo.
For the 5 photos posted, Kyocera should have had approx. 18.5 interactions.
During the campaign, Kyocera garnered 49 interactions in the form of likes and comments.
Instagram Key Takeaways
Allows easy access to show off high-quality images of your products & create a visual footprint.
Time Intensive: To assist in increasing fans, we had to engage with users, follow them & comment on their posts.
We used the common technique of monitoring hashtags & using them to find the users to follow.
Future Considerations: Really mix up the types of shots posted. Variation is key. Taking photos such as product shots one day, shots of customers with phones, artistic photos, behind-the-
scenes images, etc. will help garner more engagement.
YouTube
YouTube Overview 46.2k impressions 6,963 video views 15% watch rate $0.13 cost per view – excellent!
YouTube Views by Source
• Three month overview.• Blue spikes indicate paid video
distribution from campaign.
YouTube Views By Source – Campaign Period• 44% of the views for the 3 month
window happened during the 1 month campaign window.
• 40% (6,963/17,272) were paid views. Others organic.
113% lift in video views attributable to campaign Increase in views: 2,512
88% of views attributable to campaign Increase in views: 2,083
87% of video views attributable to campaign Increase in views: 1,961
89% of video views attributable to campaign Increase in views: 1,830
YouTube Key Takeaways
YouTube Video Ads targeting demographic & interest audiences garners efficient video distribution.
CPV = $0.13.
No waste – Brand only pays when user watched :30+ of the video.
Minimal spend resulted in traction for video/web. Consider ongoing spend.
Google Analytics
Google Analytics - Overview
Campaign PeriodDec. 16 – Jan. 20
Increased visits to KyoceraSmartphones.com
Website Visits to KyoceraSmartphones.com
Monthly Comparison
When comparing the month prior to the month-long campaign period:• 523% Increase in All Visitors• 467% Increase in Unique Visitors• 288% Increase in Page Views
Google Analytics Key TakeawaysVideo overlays linked to several pages, which increased traffic. The
inclusion of URLs in all social content will create a substantial impact, as well as allow Google Analytics to determine which
social sites provided an uptick in web traffic and compare.
Paid search and display ads running during this time created spike in web traffic. We can assume traffic also increased based on social media efforts and
building fan bases.
Consider additional humor-based YouTube videos to continue to drive interest, as well as cost-effective ads to keep www.kyocerasmartphones.com top of mind.
• Kyocera has engaged fans; continue to give them something to talk about• Phone giveaways on the wall spark conversation• Sweepstakes provide cost-effective fan base builder• Photo sweepstakes drive less traffic but deliver more assets for
future use• Anticipate restrictions of a regional brand and how it affects all
aspects (e.g., blogger relations, giveaways, etc.)
Learnings
Thank You!
