legoland california june monthly report (1)

Social Media

Social Media ReportingJune 2015

Executive Summary

• May saw growth in social across all channels, however Instagram and Twitter saw the largest increases. Engagement rates took a slight dip on Facebook, however increased on Instagram and Twitter.

• The new Content Calendar strategy continues to resonate well with our audience and another month of tracking engagement related to each theme will allow us to see what is performing best.

• Social Ad spend was up from April, driving audience growth and increased web traffic. The Facebook conversion pixel shows conversions a large increase in ticket sales over April. Twitter ads were scaled back as conversions and web traffic were less encouraging than Facebook. This budget was shifted to Facebook.

• LEGO Friends’ ad campaign ran its first full month, while Hotel ads were launched as well.

SOCIAL MEDIA REPORT | INTERNETMARKETINGINC.COM

Summary

LEGOLAND California Goals:

1. Brand Awareness2. Community Building3. Social Advertising


Increase Brand Awareness• Facebook saw a slightly higher audience

growth to May, at 3.17%, due largely to Audience Acquisition Campaigns.

• Twitter saw a decrease from 1.21% to 0.03% from Audience Acquisition Campaigns.

• Instagram saw organic growth of 8.47%, probably due to the summer season.

• Engagement rates on Facebook stayed the same.

• Facebook saw a 1.5M increase in Impressions and Twitter saw a decrease in impressions by about 140K.Facebook 413,902 3.17% ↑ 5% 12.2M

Twitter 57,174 0.03%↑ ?% 169K

Instagram 65,265 8.47% ↑ n/a n/a

Fans / Followers

Percent Change

Eng.Rate Impressions


Increase Brand Awareness• Total impressions saw an increase from

10.66 million impressions to 12.2 million and the number of unique impressions increased from 5.4 million users to nearly 5.8 million. This is an increase of 14.8%.

• Total engagements increased to 135,270 stories in May, however the number of users that engaged with the page decreased from 88,335 users. This is an decrease of 6.35% in unique engaged users.

• Twitter content generated 139 Retweets and 637 Favorites during the month of JUNE.


Facebook Advertising Highlights• Page Likes

• 7,034 page likes were acquired from ads, up 5% from April.• The CPL has dropped by $0.02 to $0.17.• The best performing Creative is the Water Park image.

• Website Conversions• There were a total of 9,981 website clicks, a 42% increase from April.• Conversion tracking showed 24 conversions for a total value of $7,633. This doubles

the number of conversions and conversion value from April.• Given our 28 day look-back window, this could increase over the next few weeks.

• LEGO Friends• The LEGO Friends ads provided good awareness for the opening, driving traffic to

the site and even providing conversions.• 1,911 visits came from these ads, showing 5 conversions for $1,608.

• LEGOLAND Commercial• The 15-second LEGOLAND Commercial ran for the entire month of May.• The video was viewed over 136,000 times for less than $0.01 per view.


Facebook Ads – Metrics

Reach Clicks CTR CPC Conversions Value CPA Spend

Website Conversions 347,263 7,152 3.02% $0.15 19 $6,025 $137.20 $2,607

LEGO Friends 163,544 1,911 2.38% $0.18 5 $1,608 $251.55 $1,258

LEGOLAND Hotel 47,506 918 2.89% $0.18 0 n/a n/a $411

Reach CTR Page Likes CPL Spend

Page Likes 134,445 3.97% 7,034 $0.17 $1,213

Reach Video Views Avg View Avg. View % Site Clicks Spend

LEGOLAND Commercial 341,151 136,007 0:10 62% 74 $898


Twitter Ad Highlights• Twitter Followers

• 734 followers were gained from Twitter ads, a slight increase from April.• The Core Market received the most followers with the lowest CPF as well.

• LEGO Friends• LEGO Friends ads delivered 409 clicks to the website, up from 238 in April.

• LEGOLAND Commercial• The 15-second LEGOLAND commercial ran for the first week of May, and was

paused due to Facebook’s video ads outperforming it..• In that week, it delivered 198 views for $0.53 per view.


Twitter Ads – Metrics

Reach Clicks CTR CPC Conversions Value CPALEGO Friends 93,763 409 0.44% $1.03 0 $0.00 n/a

Reach CTR Followers CPLFollowers 249,474 0.34% 734 $2.04

Reach Video Views 50% Views Completed Views CPV

LEGOLAND Commercial 14,133 198 107 58 $0.53


Google Analytics – Social Ads Web Traffic

• Google Analytics displays a slight increase in social ad referral traffic, with 80% of the 10,000 visits coming from new visitors.

• Facebook reports 24 conversions, compared to the 4 reported by GA. • The overall bounce rate continues to decrease, by 6% in May, while Pages/Session and Average Session Duration

increased. This tells us that the targeted audiences are showing interest in the LEGOLAND brand.• April stats – 10,060 Sessions; 79.5% New Sessions; 7,995 New Users; 71% Bounce Rate; 2.04 Pages/Session;

and 1:23 Session Duration.


Facebook Highlights

Highest Engaging Post:• Reach – 25,656• Likes – 235• Comments – 6• Shares - 3


Twitter Highlights

Highest Engaging Tweets

• 2,535 Impressions• 202 Media Clicks• 9 Favorites• 3 Retweets• 8% Engagement Rate

• 2,186 Impressions• 147 Media Clicks

• 7 Favorites• 3 Retweets

• 6.7% Engagement Rate


Increase Highlights

• Average comments per post increased from 13 to 14. Asking fans questions that require them to comment, like, and re-gram will help continue this increase.

• The average number of likes/post increased from 1,275 to 1,318 and the total number of likes decreased by 12.28%.


What Content Worked Best• The themes that performed best in terms

of engagement rates were #TBT, Friday Faceoff and Engagement. This is mostly consistent with May, however #TBT went from being the lowest to the highest.

• Added a section for Engagement related posts. These include fill in the blanks, asking questions, and other posts that encourage engagement.

• The lowest performing themes were #Minifig and #iSpy posts. ISpy stays consistent while #Minifig falls from one of the top 3 themes.

• #TBT went from lowest to highest engagement rating because of the 9.34% rate they got from the death star video.

• Increase Friday Faceoff posts to maybe 2 next month.

Engagement

Holidays

MinifigureMonday

iSpy

Little Known Facts/Info

TBT

LEGOLANDeats

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00%

Post Themes - Facebook Engagement Rates


Brand Awareness through #LEGOLANDCA

• The use of the #LEGOLANDCA hashtag is now being tracked. The 742 uses in April delivered a potential 2.2 million impressions.

• 96% of the uses showed Positive Sentiment towards the LEGOLAND California brand.

• Increased signage and hashtag encouragement can continue to drive User Generated Content which help act as word of mouth referrals for LEGOLAND California.


Next Steps• Complete July Content Calendar• Campaign for July 4th at LEGOLAND California?• Continue optimizing Social Ads• Themed Periscope events• Continue to increase brand awareness and build our

community through ads, listening and engaging, and user-generated content

legoland california june monthly report (1)

Documents