Demon Digitl – Cse Stud1
With the outh mrket lred contributing 37%o interntionl visitor rrivls in New SouthWles, Tourism NSW were keen to urtherencourge oung trvellers to visit Sdne ndextend their st. The sole medium or thisenggement ws through digitl chnnels, ndmore specicll, through Socil Medi. To thisend, Demon Digitl developed the ‘7 Ds inSdne’ cmpign.The ‘7 ds in Sdne’ cmpign cst twooung trvellers, one English nd one Irish,to come to Sdne nd experience rngeo ctivities nd visit the iconic smbols ndres tht New South Wles is, or wouldlike to be, recognised or in this mrket.These experiences were recorded in written,photogrphic nd video, creting the content toseed out in uture months.
Socil Medi is no dierent rom n othermrketing ctivit or business in tht it needsto be trcked nd mesured to ensure vlueginst objectives. Wht is dierent, is both thestle o the communictions nd the plethor otools vilble to complete this trcking – mno which re still to be proven due to the reltiveinnc o the chnnel b comprison to moretrditionl medi options.Socil Medi llows us to hve converstions– this s mens o communiction is muchmore complex chnnel to trck s messgesre two, or multi directionl. Becuse o this,there is need or these to be trcked bothmore requentl nd using multiple pprochesdue to idiosncrsies cross socil medipltorms set ups nd lnguge.
Trcking the TNSW 7 Ds in Sdne cmpignclled or multiple pronged trcking strtegto mrr mesurement bck ginst TNSW’soverll brnd objectives nd ke messges.In order to glen n overll brnd perception,Demon Digitl rst creted quer rmeworknd ke word serch ginst TNSW’s kemessges run through crwler sstem trckingover 6 million converstions o web chttercross blogs, wikis, orums nd networks. Fromthis, n eco-sstem o ctivit ws cretedcross ech ke messge re to estblishlevels o ctivit nd sentiment round these.Using combintion o ree tools, Demon Digitlestblished more specic trckers ginst thecontent cretion rom ‘7 Ds in Sdne’ nd theidentit ‘Sdne Sider’. Blogs, microblogs, videosnd enggement were trcked on weekl bsis,ggregted nd expnded t specic points in thecmpign to give greter insight.
Collectivel, the trcking nd mesurement o thecmpign hs llowed TNSW signicnt insightinto the success o the cmpign to dte. Thetrcking mesures include:– Incresed number o ollowers– Followers b region– Pge views– Impressions nd rech– Mentions– Sentiment– Video views, vourites, likes nd commentsFcebook, which ws used s the ulcrumor this cmpign hs more thn doubled itsns since the strt o the cmpign. Ongoingmesurement continues ginst the primrobjective o incresing the number o trvellersto Sdne b ir ticket trcking nd the numbero nights sted in hotels.
MeaSureMent and Monitoringof a Social Media caMpaign
7 DayS IN SyDNEy