midsumma digital campaign overview 2015
-
Upload
george-groves -
Category
Documents
-
view
222 -
download
2
Transcript of midsumma digital campaign overview 2015
MIDSUMMA FESTIVAL2015 DIGITAL CAMPAIGN OVERVIEW
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
2
Contents
Section One: Executive Summary 3
Section Two: Website:
Overview
Results
Comparitive Figures
4
5
6
Section Three: Social Media:
Overview
Keyhole Social Tracker Results
Facebook Results
Facebook Comparitive Figures
Twitter Results
7
8
9
10
11
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
3
Executive Summary
Midsumma Festival is Melbourne’s annual celebration of LGBTI arts, culture and community. With over 140 events across Melbourne, the festival attracts an audience in excess of 180,000.
While attendance is on par with other major festivals, Midsumma Festival does not have the budget to undertake the same level of marketing as its peers.
The festival was in need of a rejuvenated digital marketing presence in the lead up to the launch of Midsumma 2015.
Implementing this marketing presence included rebuilding the website, rewriting the social media strategy and creating new style and tone of voice guidelines for content.
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
4
Website — Overview
In redeveloping the Midsumma Festival website emphasis was placed putting the 140-plus event program in the forefront. Care was taken to ensure an event is less than two clicks away from any page of the website. Using a custom PHP and Mysqli database-driven system we were able to seamlessly integrate the event browser, ticketing and filter/search functionality into the Joomla CMS-driven site.
The mobile experience was also brought to the forefront for Midsumma 2015, offering the same tightly-integrated experience as on desktop.
A Facebook-connected user system was implemented called MyFestival. This allowed users to create a MyFestival Watchlist of events they wanted to see and share on social media.
Results:
• The website experienced a 38% rise in overall traffic throughout the festival.
• Sales through the Midsumma Festival website accounted for 95% of all ticketing revenue in 2015.
• For the first time ever mobile and tablet users overtook desktop users across the entire campaign.
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
5
Website — Results
Media Launch 4,265 Visits
Soft Launch 4,182 Visits
Festival 100,322 Visits
20,000
10,000
22 Nov 06 Dec 20 Dec 03 Jan 17 Jan 31 Jan
Carnival16,736 Visits
Pride March8,660 Visits
Unique Visitors:
125,378Total Visits:
187,391
Pageviews:
546,348
Key Figures: Program Launch to End of Festival 48+20+15+14+3 Traffic Sources
Organic Search47.61%
Social19.95%
Referral14.72%
Direct14.62%
Email3.07%
47+45+8 Platforms
Desktop47.89%
Mobile44.36%
Tablet7.76%
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
6
Website — Comparitive Figures
11 +12+19+25+322015: 125,378Program Launch to End of Festival: Unique Visitors
2014: 102,6912013: 75,201
2011: 43,667 2012: 48,108
28 +29+56+75+1002015: 14,576
Carnival: Unique Visitors
2014: 11,0382013: 8,210
2011: 4,183 2012: 4,284
+22.09%
+32.05%
11 +14+22+28+1002015: 7,413
Pride March: Unique Visitors
2014: 2,0932013: 1,6492011: 877 2012: 1,040
+254.18%
32 +38+55+72+1002015: 72,141
Opening to End of Festival: Unique Visitors
2014: 52,059
2013: 39,691
2011: 23,573 2012: 27,654
+38.57%
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
7
Social Media — Overview
Midsumma Festival’s social media strategy was rewritten from scratch for 2015’s campaign.
Content was designed to be more engaging and visually stimulating compared to other years’ campaigns. Part of this renewed focus on content was the creation of a brand, style and tone of voice guide.
Results:
• Facebook total and post reach rose 215% and 631% respectively.
• Content consumptions on Facebook rose 387%.
• Over 13,000 posts were generated by users across Facebook, Twitter and Instagram with potential reach of over 11,000,000.
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
8
Keyhole Social Tracker — Results
1,400
700
10 Jan 15 Jan 20 Jan 25 Jan 31 Jan 05 Feb
Users:
5,202Reach:
11,074,670
Key Figures: Jan – Feb 2015. Data aggregated from Facebook, Twitter and Instagram.
2,100
Posts:
13,077
2,800
Pride March1,250 Posts
Carnival2,462 Posts
Impressions:
32,994,111
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
9
Festival 322,913 Post Reach
Media Launch 8,933 Post Reach
Soft Launch 29,586 Post Reach
Facebook — Results
40,000
20,000
22 Nov 06 Dec 20 Dec 03 Jan 17 Jan 31 Jan
Page Likes:
17,158Post Reach:
508,879Total Reach:
987,376Impressions:
4,913,069
Key Figures: Program Launch to End of Festival
60,000
Pride March62,477 Post ReachCarnival
60,144 Post Reach
Total Engagments:
433,832
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
10
Facebook — Comparitive Figures
28 +37+56+64+1002015: 17,158
Page Likes
2014: 11,1342013: 9,768
2011: 4,8142012: 6,375
6 +29+31+1002015: 987,376
Total ReachNumber of people who have seen any content associated with page.
2014: 313,2002013: 288,709
2012: 62,247
2 +7+13+1002015: 508,879Post Reach
Number of people who saw any page posts.
2014: 69,2572013: 36,1652012: 15,195
16 +39+32+1002015: 4,913,069
ImpressionsTotal number of times content associated with page has been seen.
2014: 1,618,5512013: 1,932,179
2012: 803,114
28 +12+20+1002015: 433,832
EngagementsLikes, comments, shares and clicks on page content.
2014: 89,0832013: 53,930
2012: 122,759
+54.10%
+215.25%
+634.76%
+203.54%
+386.99%
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
11
Festival 88,700 Impressions
Media Launch 5,300 Impressions
Soft Launch 3,300 Impressions
Twitter — Results
10,000
5,000
22 Nov 06 Dec 20 Dec 03 Jan 17 Jan 31 Jan
Impressions:
144,800Total Engagments:
2,302
Key Figures: Program Launch to End of Festival
15,000Pride March10,700 Impressions
Carnival13,200 Impressions
Followers:
5,198
MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW
12
Contact
George Groves [email protected]/in/georgegroves0409 449 752