The document outlines strategies and case studies for improving digital marketing goals. It discusses improving social reach, fan engagement, identifying influencers, increasing lead generation, and applying analytics. Case studies include increasing Colbie Caillat's Facebook likes through contests and sharing fan content, Black Veil Brides promoting a new music video which reached a large audience, and analyzing the social media discussion around a feud between Angel Haze and Azealia Banks.
52. UNDERSTAND
MEASUREMENT
WHAT IF YOUR GOAL IS ACTION, NOT SALES?
COST PER ACTION TAKEN = AMOUNT SPENT / ACTIONS TAKEN
ARIANA GRANDE - PROMOTION OF NEW
SINGLE ―THE WAY‖
53. HOW DID YOU DO?
• CONSTANTLY CHECK
PRODUCTIVITY OF LEAD SOURCES
AND ELIMINATE SOURCES THAT
FAIL TO PERFORM
54. HOW DID YOU DO?
CHRIS MANN
• COST PER ACTION TAKEN IS A
LITTLE TOUGHER TO EVALUATE,
ANSWERS ARE SUBJECTIVE
55. HOW DID YOU DO?
ROYAL CONCEPT
• USE FACEBOOK INSIGHTS AS A
WEEKLY REPORT CARD
56. HOW DID YOU DO?
NELLY
―HEY PORSCHE‖
• USE LINK TRACKING TOOLS TO
CHECK CLICKS
57. COLBIE CAILLAT
FACEBOOK CHANGES
• REMOVED THIRD PARTY APPS FROM
PUBLISHING DIRECTLY TO THE WALL
• ADDED A PERSONAL TONE TO THE PAGE
BY A LARGE AMOUNT OF IMAGES
• UGC ON YOU TUBE AND TWITTER THE
DAY AFTER EACH TOUR DATE
• ALERTED FANS OF UPCOMING TV
APPEARANCES AND SPECIAL EVENTS
• RUNNING CONTESTS AND SIMPLE
ENGAGEMENT TASKS LIKE THE
CHRISTMAS IN THE SAND PHOTO
CONTEST
58. COLBIE CAILLAT
RESULTS
FACEBOOK FAN COLBIE CAILLAT’S FACEBOOK LIKES 2012
INCREASES
(BY MONTH):
JANUARY (+63.0K) 1M
FEBRUARY (+59.9K)
MARCH (+38.1K)
APRIL (+34.1K) 800K
MAY (+26.2K)
JUNE (+18.7K)
JULY (+15.5K)
AUGUST (+16.3K) FEB APR JUN AUG OCT DEC
SEPTEMBER (+10.7K)
OCTOBER (+16.5K)
NOVEMBER (+21.4K)
DECEMBER (+29.6K)
PEAK DAYS FOR ADDING FACEBOOK FAN LIKES IN 2012:
1/28/12 (+3,309)
1/22/12 (+3,287)
59. BLACK VEIL BRIDES
LEGION OF THE BLACK
MILYONI PREMIERE
AUDIENCE REACH
61. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
TWITTER
• Most active on this battle January 3rd (22K mentions)
and January 4th (16K mentions)
• 47K mentions and 242M estimated Twitter
impressions
• 46% of the mentions were re-tweets
• The most re-tweeted comment was
―@AngelHaze you have an adams apple
tho!!!...‖ by @Azealiabanks (688 times)
• Angel Haze’s most re-tweeted comment was
―Bitch, what advance… you’re signed to
interscope…‖ (424 times)
• The most popular hashtags were
• #Soundcloud (452 mentions)
• #angelhaze (329 mentions)
• #notjusttweets (202 mentions)
62. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
RESULTS
63. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
RESULTS
64. ANGEL HAZE
ANGEL HAZE VS. AZEALIA BANKS:
WHEN BEEF BECOMES A TRENDING TOPIC!
12/30/12 – 1/5/13
RESULTS
65. KID CUDI
KID CUDI ANNOUNCES INDICUD
ALBUM RELEASE DATE ON TWITTER 2/12/13
RESULTS
• 47.2K mentions and 24.9M
impressions
• 74% of the mentions are re-
tweets
• Cudi’s post was
retweeted 16.7K times
within 13 hours of the
post
66. KID CUDI
KID CUDI ANNOUNCES INDICUD
ALBUM RELEASE DATE ON TWITTER 2/12/13
RESULTS
67. AVICII
AVICII x YOU COLLABORATION
WHAT IT IS
• PEOPLE AROUND THE WORLD (+18) HAVE TO
CHANCE TO COLLABORATE WITH AVICII
• THE PROJECT IS SEPARATED INTO 5 PARTS
(MELODY, BASSLINE, BEAT & RHYTHM, BREAK &
EFFECTS) AND EACH PART HAS THREE PHASES
(SUBMISSION, VOTING, FINAL MIX BY AVICII)
• THE GOAL IS TO CREATE A HIT SINGLE OUT OF
THE WORLD’S LARGEST MUSIC COLLABORATION
68. AVICII
AVICII x YOU COLLABORATION
IF YOU WIN
• THE SONG WILL BE RELEASED AS A GLOBAL DIGITAL
RELEASE THROUGH UNIVERSAL MUSIC GROUP ON 2/26/13
• ALL CREATIVE ROYALTIES FROM THE FINAL TRACK WILL BE
DONATED TO THE CHARITY FOUNDATION “HOUSE FOR
HUNGER” (FOUNDED IN 2011 BY AVICII AND ASH POURNOURI
TO HELP BATTLE HUNGER WORLDWIDE)
70. AUSTIN MAHONE
TWITTER CHATS
• TOTAL TWITTER FOLLOWERS: 1,386,768
(12/7/12)
• 80% FEMALE AND 20% MALE
• NEW FOLLOWERS: 89,450 (LAST 30 DAYS)
• TOTAL NUMBER OF RETWEETS: 161,890
(LAST 7 DAYS)
• NUMBER OF IMPRESSIONS FROM CHATS:
• TWITTER CHAT #1: 77.1 MILLION (10/30)
• TWITTER CHAT #2: 73.4 MILLION (11/8)
• TWITTER CHAT #3: 72.1 MILLION (11/15)
• TOTAL IMPRESSIONS: 222.6 MILLION
• NUMBER OF TWEET MENTIONS DURING
EACH CHAT: 73,408