implement marketing: social media activity for crawley live event

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Post Event Summary Compiled 18/6/12

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Powerpoint presentation showing Implement Marketing's social media management of Crawley Live, a 3 day Jubilee weekend music event. Klout score of 32% achieved for Twitter. Facebook engagement ratio of 67.6% achieved in the run-up to the event, rising to a massive 94% immediately after the event. As a comparison, Isle of Wight Festival (larger scale event) achieved 16% engagement ratio during the event. Photographs proved the most viral Facebook post, achieving double the virality of a status update. Tweets directly streamed from Twitter to the Facebook page were the least successful posts.

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Page 1: Implement Marketing: social media activity for Crawley Live event

Post Event Summary

Compiled 18/6/12

Page 2: Implement Marketing: social media activity for Crawley Live event

Overview

• Crawley Live was a 3 day open-air music festival held in Crawley, West Sussex, over the Jubilee Bank Holiday Weekend (1-3 June 2012)

• Total no. attended: 5,000 • Advertising was minimal due to limited budget,

with Implement Marketing’s remit to raise the event’s profile via Facebook and Twitter and get the event listed on local directory websites promoting Jubilee weekend things to do

Page 3: Implement Marketing: social media activity for Crawley Live event

Website Page Rank

Before Event

After Event

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Website position in search results

From position 25 to no. 1 on Google

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Website position in search results

From not recognised to position 2 for Yahoo and Bing

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Main Referral Websites

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No. Backlinks to website

This increase correlates with date Implement Marketing began listing on directory websites (from 29/4/12)

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Activity Summary Type of Activity No. listed on

Directory Listings on: Music/Gig websites Radio Station websites Where to go websites Newspaper websites Council Websites

32

Facebook wall posts on complementary pages 35

TV & Radio Stations – personal contact 3

Facebook wall posts on band pages 7 out of 9 bands had a Facebook presence

Twitter activity with Sunday’s acts 7 acts on Twitter

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Twitter

#crawleylive….sadly not a trendsetter!

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Klout score for Twitter: 32 as at 31/5/12 (day before event)

What determines a ‘good’ Klout score? Klout’s definition: Influence is relative so it depends on your goal and peers. The average Klout Score is not 50; instead, it is around 20. The Score becomes exponentially harder to increase as you move up the scale. For instance, it is much harder to move from a 70 to a 75 than from a 20 to a 25.

What is Klout? Our friendships and professional connections have moved online, making influence measurable for the first time in history. When you recommend, share, and create content you impact others. Your Klout Score measures that influence on a scale of 1 to 100.

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Top Tweets generated by @crawleylive

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Top Tweets generated by @Crawleylive

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Event mention by top comedian

Shame the correct Twitter handle (@Crawleylive) wasn’t used…could have been targeted exposure to 84,801 followers AND 6 x retweet audience of 3,178 Total reach: 92,054

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Facebook

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Facebook: Key Performance Indicator Event Dates No. Likes No. Talking

about page Engagement Ratio

Date Tracked

Crawley Live 1-3 June 2012

117135134143 146

766958121 137

65%51%43%85%94%

25/5 (7 days)31/5 1/6 (Event)4/66/6

IOW Festival 21-24 June 348423716337,48039,685

15124051 4,6506,570

4.3%10.9%12.4%16.6%

31/5 18/6 (3 days) 20/6 (1 day)22/6 (Event)

Nova Arts & Music Festival (Pulborough)

5-8 July 2012 2161

87168

4.3%7.8%

31/518/6 3 wks to go

80’s Rewind Festival (Perth, Scotland)

20-22 July 2372424749

789925

3.3%3.7%

31/518/6 1 mth to go

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Average Facebook Engagement Ratio

Crawley Live scored a MASSIVE 94% directly after the event

Averaging: 67.6% pre/during/post event

As a comparison, Isle of Wight Festival only scored an average of 16% during the event

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Most shared Facebook posts

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Most shared Facebook posts

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Most shared Facebook posts

Least shared: tweets re-posted and posts on other timelines

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Visits to the Facebook page

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Key Social Media Learnings • Bands to get behind event more effectively on

Facebook and Twitter from outset – talk about event on their pages, share event page and interact better with Facebook timeline/wall

• Utilise more Photograph posts on Facebook as they have better interaction

• Live social media feeds on website to improve SEO

• Videos posted in run-up to event to help SEO and promote event through sharing of content

• Twitter wall at event to encourage interaction

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