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Measuring and monitoring a social media campaign

Measuring and monitoring a social media campaign

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Published by DaemonGroup
Social Media is no different from any other marketing activity for business in that it needs to be tracked and measured to ensure value against objectives.
Social Media is no different from any other marketing activity for business in that it needs to be tracked and measured to ensure value against objectives.

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Published by: DaemonGroup on Dec 14, 2009
Copyright:Attribution Non-commercial

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05/11/2014

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Demon Digitl Cse Stud1
Background
With the outh mrket lred contributing 37%o interntionl visitor rrivls in New SouthWles, Tourism NSW were keen to urtherencourge oung trvellers to visit Sdne ndextend their st. The sole medium or thisenggement ws through digitl chnnels, ndmore specicll, through Socil Medi. To thisend, Demon Digitl developed the ‘7 Ds inSdne’ cmpign.The ‘7 ds in Sdne’ cmpign cst twooung trvellers, one English nd one Irish,to come to Sdne nd experience  rngeo ctivities nd visit the iconic smbols ndres tht New South Wles is, or wouldlike to be, recognised or in this mrket.These experiences were recorded in written,photogrphic nd video, creting the content toseed out in uture months.
challenge
Socil Medi is no dierent rom n othermrketing ctivit or business in tht it needsto be trcked nd mesured to ensure vlueginst objectives. Wht is dierent, is both thestle o the communictions nd the plethor otools vilble to complete this trcking – mno which re still to be proven due to the reltiveinnc o the chnnel b comprison to moretrditionl medi options.Socil Medi llows us to hve converstions– this s  mens o communiction is  muchmore complex chnnel to trck s messgesre two, or multi directionl. Becuse o this,there is  need or these to be trcked bothmore requentl nd using multiple pprochesdue to idiosncrsies cross socil medipltorms set ups nd lnguge.
Strategy 
Trcking the TNSW 7 Ds in Sdne cmpignclled or  multiple pronged trcking strtegto mrr mesurement bck ginst TNSW’soverll brnd objectives nd ke messges.In order to glen n overll brnd perception,Demon Digitl rst creted  quer rmeworknd ke word serch ginst TNSW’s kemessges run through  crwler sstem trckingover 6 million converstions o web chttercross blogs, wikis, orums nd networks. Fromthis, n eco-sstem o ctivit ws cretedcross ech ke messge re to estblishlevels o ctivit nd sentiment round these.Using  combintion o ree tools, Demon Digitlestblished more specic trckers ginst thecontent cretion rom ‘7 Ds in Sdne’ nd theidentit ‘Sdne Sider’. Blogs, microblogs, videosnd enggement were trcked on  weekl bsis,ggregted nd expnded t specic points in thecmpign to give greter insight.
reSultS
Collectivel, the trcking nd mesurement o thecmpign hs llowed TNSW signicnt insightinto the success o the cmpign to dte. Thetrcking mesures include:Incresed number o ollowersFollowers b regionPge viewsImpressions nd rech– Mentions– SentimentVideo views, vourites, likes nd commentsFcebook, which ws used s the ulcrumor this cmpign hs more thn doubled itsns since the strt o the cmpign. Ongoingmesurement continues ginst the primrobjective o incresing the number o trvellersto Sdne b ir ticket trcking nd the numbero nights sted in hotels.
MeaSureMent and Monitoringof a Social Media caMpaign
7 DayS IN SyDNEy
 
Demon Digitl Cse Stud2
Social Media activity By platforM
Fns o Sdne austrliFcebook hve more thndoubled since the cmpignstrted.Twitter posts b the prticipnttrvellers creted globl trction.

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