Measurement and Monitoring
of a Social Media Campaign
7 Days in Sydney
Background
With 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.
Daemon Digital – Case Study
Challenge
Social 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.
Strategy
Tracking 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.
Results
Collectively, 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.
1
 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 2

 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.

Daemon Digital – Case Study 3