Campaign Report Phase One: May 12 to July 27
Campaign Report Phase Two July 28 to September 10
Phase One Results
Competition Entries: 3, 080
Site Visits:
Total Visits: 12, 844
Absolute Unique Visits: 11,174
Average Visits/ Day: 274.6
Bounce Rate: 5.70%
Visitor Trending:
Average Time on Site: 5 mins 35 secs
Total Page Views: 110, 425
Average Page Views: 8.61
Traffic Sources: Direct Traffic: 712 (5.64%)
Referring Sites: 11, 673 (92.42%)
Search Engine: 256 (1.95%)
The site statistics indicate that visitors are engaged by the content.
The bounce has been consistently low, only 5.7% of people who come through to the site are not exploring further.
The average time on site and average number of page views per visitor are further indication of the engaging nature of the site. The number of page views, when take away landing page and competition page, show that people are viewing four to six profiles. The average time spent on the site is extremely high by industry standards.
11% of the visitors were engaged enough to come back more than once. It also shows that the site has growing reach as such a high % of visitors were new – i.e. the Samsung People word is spreading.
Start of online filtration via social networking sites RMA databases contacted.
Site awarded FWA
Start of street team activity in Sydney/ Targeted messages in Myspace
Start of national street team activity
People who entered competition via advertisers re contacted and directed to site, Oyster newsletter sent out, information sent out via school databases
Key Marketing Moments
Site Stats
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)
• FHM Home Page (where Samsung People video was running) 540, 724 (page impressions)
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 People
• Zoo Tube (where Samsung People video was running) 91, 370 (page impressions)
• Zoo Win Stuff 30, 523 (page impressions)
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)
• Competition page 378, 456 (page impressions)
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)
Advertiser Stats
Samsung People sponsored both Two, Three and Four Thousand’s 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)
• Three Thousand: 22, 200 • Two Thousand: 10, 200 • Four Thousand: 1, 510
Banner Clicks (In newsletter, total across all titles) 829
Advertiser Stats
160,000monthlyimpressions40,000uniquebrowsersAveragepageviews10.2(totalforsiteoveronemonth).Samsung People was featured over a two week period on 2 Threads. The promotion generated the following:
Advertorial Piece 20, 167 views
Samsung Video (call to action) 52 views
Competition Page 2, 160 (page impressions)
Database Stats
Fuzzy is a music/ festival promotion company. Samsung People was featured as an editorial piece Fuzzy’s newsletter on the 26th May. It generated the following:
Sent out to database of: 40, 000
Samsung 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
Database Stats
Samsung People was featured in Samsung’s 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 Kink’s weekly newsletter. It generated the following:
Sent out to database of: 14, 000
Database Stats
Samsung People was featured in both Zoo and FHM’s monthly newsletter. They generated the following:
Zoo database of: 82, 000
FHM database of: 42, 000
Database Stats
Samsung People was included as an editorial piece in 2Threads weekly newsletter. It generated the following:
Sent out to database: 17, 000
FHM Select (Influencer Network) 170 Samsung MP3 (Influencer Network) 200 Xbox Street team 72 Samsung People Video Profiles 620 RMA Database 492
RMAu&liseditsinfluencernetworksandstreetteamstosendtargetedemails.SentouttoDatabase:
Online Infiltration
Public 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) 175
Forums posts 28 Views 4, 563 Replies - 145
Summary of Reach
Advertisement Reach:
• Page Impressions 3, 710, 056
• Banner Clicks 1, 064
Database Reach: • 233, 062
Online Infiltration Reach:
• 2, 342
Potential Reach
• 62, 821
Total Reach:
3, 944, 182
Poster
Sticker Thought Catcher
Flyer
Street Marketing
Sydney Stores Promoted 822
Posters Distributed 600
Flyers Distributed In-store 4, 800
Flyers Distributed Hand to Hand 11, 000
Street Marketing
Melbourne Stores Promoted 377
Posters Distributed 600
Flyers Distributed In-store 4, 800
11, 000 Flyers Distributed Hand to Hand
Street Marketing
Brisbane Stores Promoted 203
Posters Distributed 350
Flyers Distributed In-store 2, 200
7, 000 Flyers Distributed Hand to Hand
Street Marketing
Gold Coast Stores Promoted
Posters Distributed
Flyers Distributed In-store
88
150
1, 000
3, 000 Flyers Distributed Hand to Hand
Street Marketing
Adelaide Stores Promoted 118
Posters Distributed 300
Flyers Distributed In-store 2, 000
5, 000 Flyers Distributed Hand to Hand
Street Marketing
Perth Stores Promoted 94
Posters Distributed 300
Flyers Distributed In-store 2, 400
5, 500 Flyers Distributed Hand to Hand
Street Marketing
National
Stores Promoted 1, 702
Posters Distributed 2, 300
Flyers Distributed In-store 17, 200
Flyers Distributed Hand to Hand 42, 500
Total Flyers Distributed 59, 700
Summary Of Reach
Phase Two End Report July 28 to September 10
National Phase Two Results
Site Visits:
Total Visits: 20, 042
Absolute Unique Visits: 10, 708
Average Visits/ Day: 445
Bounce Rate: 1.28
Visitor Trending:
Average Time on Site: 6.22
Total Page Views: 223, 636
Average Page Views: 11.16
Traffic Sources:
Direct Traffic: 9, 636
Referring Sites: 9, 230
Search Engine: 1, 176
Phase two statistics indicate that visitors are still engaged by the sites new content.
The bounce rate in phase two has dropped to a significant low with only 1.28% of people who come through to the site are not exploring further.
The average time on site and average number of page views per visitor are further indicate the engaging nature of the site. The average time spent on the site is still extremely high by industry standards.
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 uploaded and to re-vote.
National Site Stats
Total Votes: 6, 982
Blog Comments*: 837
“HAHA! this is too much already! look forward to seeing episodes to come!! yeeeeeewww! xx”
“This clip is HOT...where else would u get to see behind the scenes of the next best thing in Sydney?! This clip has my vote! Cant wait to see whats next! it”
“seriously pissed myself laughing.. this is hilarious.!!! I DO NOT want to know how much time and effort u guys put into making this.. lol.. good times xx ”
“yes I do believe the guidelines say you must have a Hollywood grade movie IT’S A HAND HELD CAM in saying that I think Marc is totally hot to trot. You just got to *Amongst the top 5 blogger's a ‘comment war’
began with each posting on the others comments page causing a stir amongst fans of the blogger's.
Site Stats
I don’t think this needs to be included, unlike the last graph which showed the key marketing events this one serves no real purpose.
National Database Stats
Database
FHM Select (Influencer Network) 170
Samsung MP3 (Influencer Network) 300
Xbox Street team 72
Samsung People Video Profiles 620
RMA Database 592
Samsung People entries 4,006
Total 5,748
One of the Samsung final 10 had access to the Kink (Night club promotion agency) database and sent out regular notices to its members requesting votes.
Total 84, 000
Online Infiltration Activity by RMA
Public wall postings: 367 Potential views: 91, 440 Private messages 540 Where is your mind? Group messages 984
Public wall postings 450 Potential Views: 176, 880 Private messages 906 Bulletins 1,962
Database Reach
89, 760
Online Infiltration Reach
5, 209 Potential reach 273, 529
Total 368, 498*
• The actual potential reach of Phase Two is difficult to calculate as each blogger had 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.
Summary Of Reach: RMA Activity
Case study: Marc Davies
Marc Davies used all available tools to promote himself and Samsung People using Facebook, Myspace, emails and texts.
Total votes 2, 174
Total comments 313
Case study: Marc Davies
Status updates: Update twice a day to keep fresh and so to appear in ‘News Feed’ section
Private messages: Marc set up ‘groups’ and sent a message a day to each group requesting votes
Wall posts: Marc posted links to his new videos on his own and friends walls.
Potential views: 35, 868
Potential views: 35, 868
865 Friends
Potential views: 35, 868
Case study: Marc Davies
Marc started two Facebook groups. ‘Welcome to Marc life’ and ‘Send us overseas’.
Total members 587 Group Messages: 24, 654
Marc used these groups to make regular contact with the members of the group to give them updates and to remind them to re-visit Samsung People.
Case study: Marc Davies
Private messages: Messages were sent out once a week when new videos were uploaded to site to group of 250 people over the six weeks.
Wall posts: Marc posted links to his new videos on each week on his wall and made an additional 289 posts on friends walls.
Bulletins: Bulletins were sent out daily to each of his friends.
Potential views: 1,500
944 Friends
Potential views: 5, 953
Potential views: 39, 648
Case study: Marc Davies
452 Email contacts and MSN Instant messenger friends
Marc sent out emails twice a week to each of his email contacts and MSN friends.
Reach 5, 424
SMS messages sent out once a week to 261 people
Reach 1,827
Marc changed his voice mail message to ‘I cant answer the phone but please vote for me on
www.samsungpeople.com.au’
Marc created the above flyer which he used as his profile picture on both Myspace and Facebook it was also attached to each email he sent
Marc in the last week had printed out 500 copies which he passed out at various events he attended.
Summary of Reach Marc Davies
Facebook reach
• 132, 258
Myspace reach
• 47, 101
Other Reach
• 7, 751
Total Reach 187, 110
Summary
Phase One:
Site Visits:
Total Visits: 12, 844
Absolute Unique Visits: 11,174
Average Visits/ Day: 274.6
Bounce Rate: 5.70%
Phase two:
Site Visits:
Total Visits: 20, 042
Absolute Unique Visits: 10, 708
Average Visits/ Day: 445
Bounce Rate: 1.28%
Total reach phase one and two:
4, 312, 680