A Social Media Mini-Test

Deepak Pershad www.therightchordinc.com April 2011

Objectives

Create an online creative community based on the collaborative sharing of creative output, be it expressed through music, video, film, dance, photography or other arts Gain a sense of the impact of Facebook advertising through the implementation of a modest Facebook advertising campaign

Strategy

Initiate the core concept by offering original music as the basis for others to use as part of their own creative expression Support the offer with a modest Facebook advertising campaign Provide easy access to a continually renewed music resource Provide a forum for easy sharing, on FaceBook and MySpace Provide frequent updates via a dedicated blog and Twitter

Target Group and Budget

Target Group Facebook users: Who live in Canada Between the ages of 15 and 60 inclusive Who like to compose music, digital art, listen to music, make music, make videos, photography, play guitar or videography Budget for Facebook Ad Campaign: $200 (Cdn)

Execution

Creation of a Facebook page Creation of a Facebook ad Creation of MySpace bulletin Creation of Blog on Google (blogger.com) Announcement video on YouTube New Twitter account Creation of new Free Music Downloads web page on the website www.drivenbymusiconline.com

Creative Announcement Video

This video was uploaded to YouTube

Creative Facebook Ad
The video image in the Facebook ad linked to the music downloads website page:

Content Facebook and MySpace

Facebook
Facebook

Visitors were directed to a Free Music Downloads page at www.drivenbymusiconline.com

MySpace

The MySpace bulletin generated Friend requests from various musicians and bands

Content Blog and Twitter

Blogger.com Twitter

Content New Music Downloads Website Page

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Results
A $200 (Cdn) Facebook ad campaign generated: 1.5 million impressions A CPC (Cost-per-click) of .90 vs. a bid of $1.21 (An index of 74) 222 Clicks

Advertising ended Monday March 28

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Results
Thanks to the Facebook advertising directing readers to the website, visits to the website increased substantially (albeit from a small base)

Source: Google Analytics

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Results - Demographics
Responders skewed disproportionately younger and female The 13 17 age group accounted for 48% of total responders, and females accounted for almost 70%
Sex F F Total F: M M Total M: Total M & F: Age 13-17 18-24 13-17 18-24 % Responders 47.89% 21.65% 69.54% 13.90% 9.02% 22.92% 92.46%

The top 5 regions in terms of impressions and clicks, led by Ontario, accounted for 79-80% of responses

Region Ontario Quebec British Columbia Nova Scotia Manitoba Top 5 Regions

% of Impressions % of Clickers 39.42% 37.05% 17.32% 16.07% 12.66% 10.71% 6.37% 6.70% 4.00% 8.48% 79.78% 79.02%

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Key Learning
None of the observations from this mini-test are earth-shattering, but here they are: Facebook advertising works Even on a modest budget Social Media 101 Precise audience targeting is critical! (A lesson well learned) Do use as many channels as you can (Some of the main ones were used for this test) Do use available metrics (Due to the initial short duration of the test, social presence measurements were not used) Ongoing relevant and refreshed content is obviously critical for continuing user engagement Traditional websites may soon be supplanted to some extent by the increasing functionality of social media site pages
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Thank You.
Deepak Pershad, Principal, The Right Chord Inc. Contact: deepak@therightchordinc.com www.therightchordinc.com

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