Results in Social Media for Wake World Series Brazil
10 de June de 2010
Clique aqui caso prefira ler este texto em português.
Today we have great difficulty in finding cases, described by his own agency with no real need to say it was a success. In the case below, we had ups and downs, several limitations of the client from within to definitions that could be taken only few days before the event. The result was good? Sure was, because there was none #epicfail and the client never used digital media before, so it is easy to have a positive result. The important was the involvement and constant communication with the agency and client to achieve the result.
I hope that our experience adds something to you, and remember that Taxi Digital Communication is not an agency that has all the answers, but we strive to respond as best as possible.
Product
The WAKE WORLD SERIES BRAZIL is the largest event of this kind in the country and occupies a prominent position in the international arena, bringing the best wakeboarders on the planet to Brazil.
Over 4000 people attend the two day championship, which combine public a highly qualified and diverse age-range, accustomed to attending sporting events and exclusive parties in search of differentiated products and quality services.
Briefing
- The customer: “we have a short period to act, and we need as many people as possible on the web in contact with the event. On one condition, we want a selected audience, the ticket is relatively inexpensive and do not want to the event massification”.
Actions in the digital edition of 2009 were virtually nil, the website doesn’t bring what the event needs and has not been mapped any data access and user behavior within the site.
- TAXI: What we have to budget for digital media?
- CLIENT: Nothing! We want solutions and we can not afford with payed media, are you in?
What everybody knows:
• The World Wake has a youthful appeal and this crew enjoys media-social;
• The event is well established and possess a loyal audience.
How in only 13 days of the campaign to get people engaged, especially without investing in media?
Going by Taxi
During the planning various possibilities were discussed, as the live broadcast of the championship for the site, the possibility of public interact via twitter during the event itself and giving notes commenting on the movements performed by the athletes, all vetoed by client due to the short time, more viable for the next edition.
The idea was to set up a website fully integrated with the mechanisms 2.0 promoting interactivity and especially collaborative, we had to have careful with the key issue of spread without the event massification.
We defined from this how we’ll use social networks in the campaign (Twitter, Facebook, Orkut, Flickr, Delicious and Formspring.me) and define the goals of each, with the premise does not work with fake profiles, always centering on the official channels of the event.
Twitter would be the direct channel relationship, which would feed than was rolling in the other networks, but also keep the crowd informed what was going on in the preparation of the event, the strategy was normal, following people who were wanted in the event, we mapped users who follow the channels of Ragga and two other major nightclubs the city.
Parallel to this the Facebook group was prepared to gather not only the faithful public of the event, but also people who were interested in know about the Wake World Series, and we put photos of the last event in album. The competitors at action and the crowd enjoying the championship and party, we wanted to show which public attend the championship. For assert how the event is selected, we open the upload of photos and invited the people to send photos of past editions of the WWS. We doubled the number of photos in our album with this action.
To finish the actions of social-media we made a contact form open and public through the FormSpring. People could submit questions about the event, athletes, tickets, and the answer appear in the site. We had an average of 1,200 questions in 17 days.
Flicker, Delicious, Youtube and Orkut entered as additional channels of the event, as well the blog. Everything to achieve more relevance to the event in the search results from Google.
But if the intention was not the “massification” of the event, why use Orkut?
We wanted to awaken the desire in people, make them know about the event and even if they wouldn’t attend, comment with friends, so we created a community and we used the tool “promote” of the channel.
Something goes wrong.
The big advantage to work the digital communication, is the possibility to take corrective measures with the ongoing campaign, not waiting for the end of it to tell the client what went wrong.
Due to the profile of the “Mundial de Wake” be new on Orkut, the use of the tool promote was virtually ineffective, aiming at protecting the canal media and actions of spammers.
Until May 3 we had no access coming from Orkut, so we decided to add 50 people to the profile of the “Mundial de Wake”, which until then would be used only to manage the community. The expectation in add these people’s was our profile appear in the timeline of them, making a dissemination-to-many.
From this, other users added the profile “Mundial de Wake” and we had a growth in the volume of access incoming from Orkut. At the end of the campaign this channel registered more unique visitors, representing 7.89% of total site traffic.
Arriving by Taxi Digital Communication
Wake World Series was a success, according to the organization of the event exceeded in every way the latest editions and the digital actions was what represented bigger growth in the event, both in relation to sponsors and supporters, as the dynamics and interaction with the public.
17 day for the event and championship site did not appear on the first page of any of Google organic results when search “Mundial de Wake” url: www.raggawake.com appeared in the sixth and eighth page position.
During the event this same address was the first position in organic results to date of closing of this post it’s still in the first page. Beside of this, the account of the event for Twitter, Facebook and FormSpring was on the first page results, and some about the WWS Brazil stage.
Searching for “Campeonato Mundial de wakeboard” (Wake World Series) before the action url: www.raggawake.com was only found in the omitted results by Google after 34 pages of results shown by the mechanism. During the event entered the first page of Google and even the closing date this post still there with results in the fourth and fifth place. Another 17 keywords were also highly rated appearing in the first positions of Google.
During the campaign period we had 233 users who have joined the group, today the group has 335 members. Of the 63 pictures in the group, 40 were posted by users who had been in any other edition of the WWS.
We received 122 messages with doubts regarding the purchase of tickets and had 1217 impressions on Facebook’s timeline. We had 576 people confirming their presence in the WWS event through the tool in Facebook.
We followed 1097 people, the profile is now followed by 275. Hastag #Mundialdewake was used 2756 times. 1562 people wrote @mundialdewake for relate to the channel or quote the event within a comment. Yet been re-mapped 713 tweets, including large brands of sports and band of international renown.
We had a promotion raffling three shirts official of the event: 89 people participated in the promotion, the winners were chosen via lottery.
In all, 863 questions answered, the channel takes third position sending users for the WWS site.
Traffic Sources
During the 17 days of action were 8441 visits
Page Views
33.134 million page views during the 17 days of action, 5769 were unique visitors with an average time on site of 4:34 minutes.
30 countries have accessed the site, Brazil, United States, Mexico and UK were the main responsible for the flow filed.
The site has had 109 visits via mobile devices, Iphone was responsible for 70 unique visits, The browser most used was Internet Explorer with 55.53%, more than the double that scored Mozilla Firefox with 23.53% of the accessions.
After the action the event exceeded expectations, a day before the start league we had no longer more tickets on the resellers, audience was exactly what the Ragga sought, selected and beautiful.
The post event also exceeded expectations with 1266 visits to the end the month of May, several messages praising the event and their actions as well the attention to answer all questions and quotes of FormSpring and twitter.
If you have any questions about the action, leave a comment and we’ll answer with pleasure.
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