Measuring the Remote Control Tourist: A Case Study
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Transcript of Measuring the Remote Control Tourist: A Case Study
Measuring the Remote Control TouristA Case Study
Michael HauserDigital Marketing ManagerTourism Victoria
The Play Melbourne Campaign
• Play Melbourne is the tenth phase of the Jigsaw “You’ll love every piece of Victoria” Campaign and is focussed on domestic interstate markets
• The campaign centres on the idea that the more curious you are, the more you will be rewarded
Play Melbourne elements
• Phase 1 - Launched June 2011• Included: 52-week promotion with
Virgin Australia to facilitate conversion and convey spontaneity. Launched June 2011.
• Phase 2 – Launched Oct 2013• Included: Remote Control Tourist
World-first digital activation conveying a deeper level of information about Melbourne’s products and experiences, proving Melbourne’s innovative and creative credentials.
The Remote Control Tourists
• Two Remote Controlled Tourists on bikes in Melbourne with helmet-mounted cameras
• 8 hours per day for 5 days during October 2013
• A live online video broadcast of their experiences
• People in other cities give instructions to direct the Remote control tourists via a dedicated website and through social media
Key Campaign Insights
• Participation – Effectiveness of media
Measure all campaign visitation to track effectiveness of paid, earned and owned media
• Engagement – Increasing consideration of Melbourne as a destinationMeasure engagement with the campaign and the destination, which drives consideration and intent
Engagement
Participation
Paid SEM Display
Owned
eDMs visitvictoria
EarnedSocial Media
Microsite- remotecontroltourist.com
Digital Channels- visitvictoria- Facebook, Twitter- edm Subscriptions
visitslocation
time on sitebounce rateevents
poststrendssentiment
sharescommentsreach
opens
clicksopt-insclicks
referrals
time on sitelikes/follows
Key Metrics
impressions
Tracking Process
Pre-Campaign Live Post Campaign
• Refine Objectives & insights
• Define Metrics• Set targets• Tracking codes*
• Live tracking of web metrics & social conversations
• Daily reporting of key metrics & targets
• Campaign Optimisation
Tourism Victoria
Clemenger BBDO
Mitchells
• Post Live Analysis• Management
reporting• Learning's
Analytics Tools
• Campaign Website– Google Analytics
• Social– Social Channel Analytics– Buzz Numbers– TweetReach
• Campaign Reporting– Tableau
Highlights
• Participation exceeded targets– Over 100,000 visitors from 170 countries
• Influenced the influencers– Tweets, shares posts from Mashable, Fast Company, Tony
Rocha, Matt Long, Ad Age
• High levels of engagement – Target consumers spent average of over 6 minutes on site
• Unanimous Appeal– Over 10,000 social mentions with 96% positive sentiment
Metrics Dashboard
WEBSITE ACTIVITY (Remotecontroltourist.com)
RCT SOCIAL ACTIVITY
Day 1 Day 2 Day 3 Day 4 Day 50
5,000
10,000
15,000
20,000
25,000
21,169 22,40818,952
16,38914,191
18665 1983716833
1457012537
Total Visitors Unique Visitors
Visitors to remotecontroltourist.comTotal Visitors: 93,209 Unique: 75,202
41%
24%
25%
10%Direct
Referral
Social
Search
Traffic Sources
Day 1 Day 2 Day 3 Day 4 Day 5
0
200
400
600
800
1,000
1,200
1014
746 746849
658826
1102934 999 950
RCT One RCT Two
Total RCT Requests: 8726
Day 1 Day 2 Day 3 Day 4 Day 5
0
500
1,000
1,500
2,000
2,500
1635 1774
2374
1127 1023919
1,294
1,987
856 764
Total Mentions Unique Mentions
Total Social MentionsTotal: 8947 Unique: 5032 Social Media Sentiment
Users who have directly typed in the URL
Users who have come to the website after clicking on a link whilst on another website
Users who have come to the website via a link posted in a social media platform.
Users who have come to the website via searching on Google or another engine.
96%
1%
3%
Positive
Negative
Neutral
Website – Live Tracking
Insights - Website
• 143,700 website visitors– Over 170 countries, Over 5,000 cities
globally
• Engaged Audience– Over 6 minutes avg time on site
(more than double visitvictoria.com)– Low bounce rate of 14% – Nearly one quarter of users have
returned to the site to see more content during the live period
Insights - Social Media
• Global Reach– Over 10,000 mentions– Reach of over 50 million impressions
worldwide (5 times higher than any other social media campaign created by Clemenger BBDO)
• Social was a key traffic driver– Facebook drove over 15,000
users to the website, whilst Twitter drove over 9,000. Social traffic had higher engagement on the site.
• Positive Appeal– 96% positive social media sentiment
Insights – User Journey
• Over 600 events tagged across website
Summary
• Planning: Define objectives, insights & targets• Beyond clicks: Deeper analysis of data• Track all channels: Web, social• Advanced tracking: Campaign tags, events & live• Analysis: Factor in analytics resources & training