Social Media Campaign Overview

Conquer Your Everyday

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December 16, 2013 January 20, 2014
Objectives:
Grow Critical Mass of Social Media Assets; specifically Facebook and YouTube
Amplify Other Campaign Initiatives (as budget allows)
Target Audiences:
Hispanic
Bear Grylls fans
MMA/UFC
Audience Strategy:
Identify our target audiences through strategic targeting:
Broad categories (Hispanic, Feature Phone Users)
Specific targeting (#Comparison of smartphones, Bear Grylls, Get Out Alive with Bear
Grylls, Man vs. Wild, UFC, MMA, etc.)
Lets Take a Look Back
Campaigns built to target and appeal to Optimoms, Textagers and
Karmaniacs AND to tie into existing MetroPCS programming
Two sweepstakes running across Facebook, Instagram & Twitter
offering different prizes to support audience segmentation (e.g.,
Bear Grylls vs. UFC)
Paid video distribution on YouTube
Social media advertising to target fans & prospects with Kyocera
promotion messaging
Promoted Tweets to drive sweeps & contest
Blogger Outreach
CAMPAIGN OVERVIEW
Design
by Echo
Facebook Fan Base increased
103.9% , $1.33 CPF
From 18,089 to 36,889
Garnered 6,963 video views on
YouTube, only $0.13 per view
Impressions
Facebook & Twitter: 4.15
Million
YouTube: 46.2k, with a 15%
watch rate
Bloggers: 3.1 Million

Twitter
995 paid engagements,
%0.53 eCPE
21% increase in Twitter
followers
1,570 Tweets were
generated from the
#KyoceraConquer hash tag
50.7% Instagram Growth Rate
723 photos submitted by
Kyocera fans across all
platforms

Campaign Results
Conquer Your Everyday $2,500 Prize
Conquer Your Everyday UFC Ticket & $500 Prize
Some Fan Photo Submissions
More than 30 bloggers posted about the sweepstakes

Echo coordinated 12 phone reviews with bloggers
Combined blog audience of 3,104,119
Combined social media audience of 483,373

Bloggers
Facebook
Fans increased from 18,089 to 36,898
More importantly, our fans were ENGAGED!
7.4% of fans are talking about Kyocera fantastic!!
Facebook average engagement rates are 1.5 to 3%
INCREASE THE CRITICAL MASS!
Overall Impressions
Women spend 3.6 hours a day as self-
reported by social media users Ipsos
Open Thinking Exchange, 2012
21.9k stories were created - in essence free advertising - which
was comprised of users liking your page, posting to your wall,
mentioning your page, and commenting on or sharing content.

Viral Reach
2,749,019 impressions

12,883 clicks

10,049 actions

8,492 fans at $.52 CPF

.469% CTR
(industry average is .1%)

$.34 CPC
Excellent value to grow fan base
Sponsored stories performed
the best

Facebook Advertising Performance
Facebook Key Takeaways
Sweepstakes via Facebook w/ Fan Gating are a great way
to build the fan base, as well as garner engagement,
reach & impressions efficiently and cost effectively.
The holidays (Dec. 24/25 & Jan. 1/2) were the pages
highest impressions days. Consider planning campaigns
around holidays moving forward.
FB ads are efficient! - $.52 CPF, and $1.61 CPM with an
average CTR of .469%.
Twitter
Twitter
More conversations and
with new contacts
Summary:
Engagement & Interactions
Twitter campaign ran 12.23 through 1.1.14
Dates of highest engagement Dec. 23-30:
- Total of 45 mentions & 42 Retweets
- Promoted content and easy explanation of protocol & prize served to
enhance sweepstakes visibility.
21% increase in
followers: 990 to 1200

77.6k impressions

1.28% engagement rate

(GREAT!!! Compare
to 0.1% and more
often 0.03%)
995 engagements

$0.50 eCPE

Tweets designed to
drive entries

Twitter - Promoted Posts
Sweepstakes resulted in 1,570
tweets with the hash tag
#KyoceraConquer
Twitter: 82% positive sentiment
The sentiment score instantly
gauges public opinion about any
topic. Sentiment scores are
computed based analysis of the
full Twitter Firehose (which
includes hundreds of millions of
tweets every day).
Sentiment scores are also
normalized for each term based
on scores for all other terms used
in Twitter.


Sentiment
Twitter Key Takeaways
Promoted Tweets that target by user brand look-
alikes e.g. Telemundo, UFC & Bear Grylls, plus
interests & demographics are efficient eCPE $0.50
The best performing interests: Hip-Hop/Rap, NFL,
Comedy [Movies, TV, Stand-Up], College Students &
Basketball
Men responded slightly better with a 1.3%
engagement rate vs. 1.22% from women. Yielded
1.28% average.
Instagram
50.7% Growth
Rate: from 65 to
98 followers.
(98-65)/65

Obtained higher
interaction than
average for the
amount of fans
KyoceraMobile
has.

Instagram Highlights
Tags with a dark background are part of the 100 most used.
Monitored popular hash tags & used them in sweepstakes posts.
According to a, TrackMaven study*,
the average photo receives an average
of 37 interactions per 1,000 followers.
*http://news.cnet.com/8301-1023_3-57604451-93/study-almost-quarter-of-fortune-500-is-active-on-instagram/
For an approx. 100 Kyocera
followers, the average should
be approx. 3.7 interactions
per photo.

For the 5 photos posted,
Kyocera should have had
approx. 18.5 interactions.

During the campaign, Kyocera
garnered 49 interactions in
the form of likes and
comments.
Instagram Key Takeaways
Allows easy access to show off high-quality images of your
products & create a visual footprint.
Time Intensive: To assist in increasing fans, we had to engage
with users, follow them & comment on their posts.
We used the common technique of monitoring hashtags & using
them to find the users to follow.
Future Considerations: Really mix up the types of shots posted.
Variation is key. Taking photos such as product shots one day,
shots of customers with phones, artistic photos, behind-the-
scenes images, etc. will help garner more engagement.
YouTube
YouTube Overview
46.2k impressions
6,963 video views
15% watch rate
$0.13 cost per view excellent!
YouTube Views by Source
Three month overview.
Blue spikes indicate paid video
distribution from campaign.
YouTube Views By Source Campaign Period
44% of the views for the 3 month
window happened during the 1
month campaign window.

40% (6,963/17,272) were paid
views. Others organic.


113% lift in video views attributable to campaign
Increase in views: 2,512
88% of views attributable to campaign
Increase in views: 2,083
87% of video views attributable to campaign
Increase in views: 1,961
89% of video views attributable to campaign
Increase in views: 1,830
YouTube Key Takeaways
YouTube Video Ads targeting demographic & interest
audiences garners efficient video distribution.
CPV = $0.13.
No waste Brand only pays when user watched :30+
of the video.
Minimal spend resulted in traction for video/web.
Consider ongoing spend.
Google Analytics
Google Analytics - Overview
Campaign Period
Dec. 16 Jan. 20
Increased visits to KyoceraSmartphones.com
Website Visits to KyoceraSmartphones.com
Monthly Comparison
When comparing the month prior to the month-long campaign period:
523% Increase in All Visitors
467% Increase in Unique Visitors
288% Increase in Page Views
Google Analytics Key Takeaways
Video overlays linked to several pages, which increased traffic.
The inclusion of URLs in all social content will create a substantial
impact, as well as allow Google Analytics to determine which
social sites provided an uptick in web traffic and compare.
Paid search and display ads running during this time created
spike in web traffic. We can assume traffic also increased
based on social media efforts and building fan bases.
Consider additional humor-based YouTube videos to
continue to drive interest, as well as cost-effective ads to
keep www.kyocerasmartphones.com top of mind.
Kyocera has engaged fans; continue to give them something to
talk about
Phone giveaways on the wall spark conversation
Sweepstakes provide cost-effective fan base builder
Photo sweepstakes drive less traffic but deliver more assets for
future use
Anticipate restrictions of a regional brand and how it affects all
aspects (e.g., blogger relations, giveaways, etc.)
Learnings
Thank You!