Demon Digitl – Cse Stud1

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 ollowers– Followers b region– Pge views– Impressions nd rech– Mentions– Sentiment– Video 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