Show us the Money!

Objective/Brief:

The Entertainment Company (EC) had historically invested in traditional print advertising and radio as well as some online campaigning to promote their shows across the US. In January 2009 they decided to leverage the proliferation of social media to conduct a proactive social media promotional campaign. EC engaged Mom Central Consulting (MCC), a social media agency which helps brands to target Moms as a key market for driving sales.

The core objectives of the campaign were:-

1. To gain an understanding of the show’s overall viral footprint and which social sites were impacting most upon their brand reputation.
2. To identify the brand ‘enthusiasts’ and ‘detractors’ and improve the positive sentiment associated with the show.
3. To measure the impact of the social media campaign launched with MCC via online commentary and ticket sales.

Execution/Implementation:

MCC commissioned MML in January 2009, before their campaign started, to conduct a Viral Footprint ‘Listening’ Report. MML then provided ongoing measurement, tracking the trends on a monthly basis.

Conclusions:

1) MML’s ‘Listening’ Report showed that, before MCC’s campaigning, many conversations around the shows were ‘personal experience’ stories with 76% of postings attracting no additional comments from online readers. This demonstrated that most readers did not feel strongly enough either way about the brand to add further commentary to the initial posting.

It also revealed that many Moms felt that going to the show was a one-off event. This was a key finding of MML’s research which prompted MCC to alter its strategy. The Report went on to highlight that Twitter was the most influential social media platform with 79% of the total reach of coverage (potential readership).

Tracey Hope-Ross, Vice President of Social Media for Mom Central Consulting, said ‘Media Measurement’s ‘Listening Report’ and ongoing evaluation was invaluable to us in deciding how to implement our strategy and how to prove the value of our proactive campaigning.’

2) The whole social media programme reached the breakeven mark after just 4 months which was 10 months earlier than predicted and 350% over target as the MCC campaign sold over 25,000 tickets within 9 regions in that time. Entertainment Company’s Vice President of Event Market and Sales indicated that this campaign was ‘on track to exceed sales expectations.’

What our clients say

'Media Measurement are at the cutting edge of social media evaluation.'
Tracey Hope-Ross, VP of Research at Mom Central Consulting
'The intelligent, detailed and clear analysis provides us with invaluable intelligence'
Louise Wiley, Media Relations Dir. at Arts Council
'They demonstrate to you that you can measure the effectiveness of PR'
Jon Sellors, UK Head of External Comms at RSA Group