Daemon Digital – Case Study 1

BackgroundWith the youth market already contributing 37% of international visitor arrivals in New South Wales, Tourism NSW were keen to further encourage young travellers to visit Sydney and extend their stay. The sole medium for this engagement was through digital channels, and more specifically, through Social Media. To this end, Daemon Digital developed the ‘7 Days in Sydney’ campaign.

The ‘7 days in Sydney’ campaign cast two young travellers, one English and one Irish, to come to Sydney and experience a range of activities and visit the iconic symbols and areas that New South Wales is, or would like to be, recognised for in this market. These experiences were recorded in written, photographic and video, creating the content to seed out in future months.

challengeSocial 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. What is different, is both the style of the communications and the plethora of tools available to complete this tracking – many of which are still to be proven due to the relative infancy of the channel by comparison to more traditional media options.

Social Media allows us to have conversations – this as a means of communication is a much more complex channel to track as messages are two, or multi directional. Because of this, there is a need for these to be tracked both more frequently and using multiple approaches due to idiosyncrasies across social media platforms set ups and language.

StrategyTracking the TNSW 7 Days in Sydney campaign called for a multiple pronged tracking strategy to marry measurement back against TNSW’s overall brand objectives and key messages.

In order to glean an overall brand perception, Daemon Digital first created a query framework and key word search against TNSW’s key messages run through a crawler system tracking over 6 million conversations of web chatter across blogs, wikis, forums and networks. From this, an eco-system of activity was created across each key message area to establish levels of activity and sentiment around these.

Using a combination of free tools, Daemon Digital established more specific trackers against the content creation from ‘7 Days in Sydney’ and the identity ‘Sydney Sider’. Blogs, microblogs, videos and engagement were tracked on a weekly basis, aggregated and expanded at specific points in the campaign to give greater insight.

reSultSCollectively, the tracking and measurement of the campaign has allowed TNSW significant insight into the success of the campaign to date. The tracking measures include:

– Increased number of followers– Followers by region– Page views– Impressions and reach– Mentions– Sentiment– Video views, favourites, likes and comments

Facebook, which was used as the fulcrum for this campaign has more than doubled its fans since the start of the campaign. Ongoing measurement continues against the primary objective of increasing the number of travellers to Sydney by air ticket tracking and the number of nights stayed in hotels.

MeaSureMent and Monitoring of a Social Media caMpaign7 DayS IN SyDNEy

Daemon Digital – Case Study 2

Social Media activity By platforM

Fans of Sydney australia Facebook have more than doubled since the campaign started.

Twitter posts by the participant travellers created global traction.

Daemon Digital – Case Study 3

Social Media activity By platforM

The traveller participants daily blog created growing new and continued return visitors.

Footprint for Tourism New South Wales’ key message grid was established for future measurement. The footprint consisted of sentiment, connections, influence and comparative activity by state.