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

2

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

3

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)

4

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

5

Creative – Announcement Video

6

This video was uploaded to YouTube

Creative – Facebook Ad

7

The video image in the Facebook ad linked

to the music downloads website page:

Content – Facebook and MySpace

8

Facebook Facebook

The MySpace bulletin generated

Friend requests from various musicians

and bands

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

MySpace

Content – Blog and Twitter

9

Blogger.com Twitter

Content – New Music Downloads Website Page

10

Results

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• 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

Results

12

• Thanks to the Facebook advertising directing readers to the website, visits to

the website increased substantially (albeit from a small base)

Source: Google Analytics

Results - Demographics

13

• Responders skewed disproportionately

younger and female – The 13 – 17 age

group accounted for 48% of total

responders, and females accounted for

almost 70%

Sex Age % Responders

F 13-17 47.89%

F 18-24 21.65%

Total F: 69.54%

M 13-17 13.90%

M 18-24 9.02%

Total M: 22.92%

Total M & F: 92.46%

Region % of Impressions % of Clickers

Ontario 39.42% 37.05%

Quebec 17.32% 16.07%

British Columbia 12.66% 10.71%

Nova Scotia 6.37% 6.70%

Manitoba 4.00% 8.48%

Top 5 Regions 79.78% 79.02%

• The top 5 regions in terms of

impressions and clicks, led by Ontario,

accounted for 79-80% of responses

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

14

Thank You.

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www.therightchordinc.com

Contact: deepak@therightchordinc.com

Deepak Pershad, Principal, The Right Chord Inc.