Transcript
Page 1: Samsung People WOM Campaign Report

Campaign Report Phase One: May 12 to July 27

Campaign Report Phase Two July 28 to September 10

Page 2: Samsung People WOM Campaign Report

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.

Page 3: Samsung People WOM Campaign Report

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

Page 4: Samsung People WOM Campaign Report

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)

Page 5: Samsung People WOM Campaign Report

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)

Page 6: Samsung People WOM Campaign Report

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)

Page 7: Samsung People WOM Campaign Report

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)

Page 8: Samsung People WOM Campaign Report

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

Page 9: Samsung People WOM Campaign Report

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)

Page 10: Samsung People WOM Campaign Report

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

Page 11: Samsung People WOM Campaign Report

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

Page 12: Samsung People WOM Campaign Report

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

Page 13: Samsung People WOM Campaign Report

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:

Page 14: Samsung People WOM Campaign Report

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

Page 15: Samsung People WOM Campaign Report

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

Page 16: Samsung People WOM Campaign Report

Poster

Sticker Thought Catcher

Flyer

Street Marketing

Page 17: Samsung People WOM Campaign Report

Sydney Stores Promoted 822

Posters Distributed 600

Flyers Distributed In-store 4, 800

Flyers Distributed Hand to Hand 11, 000

Street Marketing

Page 18: Samsung People WOM Campaign Report

Melbourne Stores Promoted 377

Posters Distributed 600

Flyers Distributed In-store 4, 800

11, 000 Flyers Distributed Hand to Hand

Street Marketing

Page 19: Samsung People WOM Campaign Report

Brisbane Stores Promoted 203

Posters Distributed 350

Flyers Distributed In-store 2, 200

7, 000 Flyers Distributed Hand to Hand

Street Marketing

Page 20: Samsung People WOM Campaign Report

Gold Coast Stores Promoted

Posters Distributed

Flyers Distributed In-store

88

150

1, 000

3, 000 Flyers Distributed Hand to Hand

Street Marketing

Page 21: Samsung People WOM Campaign Report

Adelaide Stores Promoted 118

Posters Distributed 300

Flyers Distributed In-store 2, 000

5, 000 Flyers Distributed Hand to Hand

Street Marketing

Page 22: Samsung People WOM Campaign Report

Perth Stores Promoted 94

Posters Distributed 300

Flyers Distributed In-store 2, 400

5, 500 Flyers Distributed Hand to Hand

Street Marketing

Page 23: Samsung People WOM Campaign Report

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

Page 24: Samsung People WOM Campaign Report

Phase Two End Report July 28 to September 10

Page 25: Samsung People WOM Campaign Report

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.

Page 26: Samsung People WOM Campaign Report

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.

Page 27: Samsung People WOM Campaign Report

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.

Page 28: Samsung People WOM Campaign Report

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

Page 29: Samsung People WOM Campaign Report

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

Page 30: Samsung People WOM Campaign Report

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

Page 31: Samsung People WOM Campaign Report

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

Page 32: Samsung People WOM Campaign Report

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

Page 33: Samsung People WOM Campaign Report

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.

Page 34: Samsung People WOM Campaign Report

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

Page 35: Samsung People WOM Campaign Report

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.

Page 36: Samsung People WOM Campaign Report

Summary of Reach Marc Davies

Facebook reach

•  132, 258

Myspace reach

•  47, 101

Other Reach

•  7, 751

Total Reach 187, 110

Page 37: Samsung People WOM Campaign Report

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