October 15, 2012 – March 15, 2013 Final Report!

Campaign Report: Oct 15, 2012 – March 15, 2013 Client: Roadwater Campaign: Get A Rayview Date Prepared: January 13, 2014 Prepared By: E. Melton

Roadwater Computer had several goals to achieve: 1)  Commence the process of email list building

2)  Engage & test consumer engagement to digital marketing

3)  Test online response to “contest/offer”

4)  Test consumer response to online coupons

5)  Introduce Roadwater to Social Media channels

Campaign Goals

Creative

Campaign Statistics

•  Results: 24,775 Visits

•  Email via PURL : 2,041 visits

•  Sharing : 22,734 visits – 92% of entrants shared

•  Google indicates that almost all traffic is Canadian

•  Smc2 indicates 2,735 new opt-ins – 11% overall (weak) •  Coupon Activations : 2,161 – 79% of Opt-ins (strong)

•  Sharing : 839 – 31% of Opt-ins (standard 30%)

Results Notes

Google Audience

•  Google indicates 13,507 page visits

•  Interestingly, Google reports site had 43% new visits

•  Page views impressive on both Smc2 & Google (brand building)

•  Google suggests 91% of the traffic is Canadian

•  82,000 page views

•  6 pages per visit

Google Audience

Google Location

         Sent      Opened      Opened  %      Email  #1       10/16/2012   229,385     12,398     4.77%    Email  #2     10/17/2012   229,381     13,152     5.14%    Email  #3     10/23/2012   1,436     47     4.13%    Email  #4     10/24/2012   1,436     53     5.72%    Email  #5     10/25/2012   1,436     50     7.04%    Email  #6     10/26/2012   1,436     64     6.49%    Email  #7     10/29/2012   1,436     66     5.08%  

    Totals   465,946     25,830     5.48%  

Email Statistics

Google Funnel

Keep in mind that Socialmc2 tracks unique visitors via email and we captured only 2,735 emails. Clearly there are some discrepancies. Google tracks all visits, as such, it would appear that the program is getting multiple entries per person. Based on the fact that 7,699 emails completed the process via the Google funnel, (only tracking 2,735 email addresses) it would seem that each email is entering 2.81 times, which I believe is unlikely. One explanation to this issue is in part multiple entries per person per email.

Funnel Notes

Google Pageviews

Programs generally pick up momentum over time, however, the chart is a visual to the overall impact.""Clearly, the chart shows that we have steady, increasing activity during the program term. This is indicated on the chart, as there was increased website activity in subsequent month."

Google Content

Traffic Results

We see 4 generations of sharing, and note that those that enter and Opt-in via Share, continue to share at a strong rate of around 70%.!

Generations Summary

Sharing Vehicles

This program yielded an interesting result. Generally, Facebook sharing is at the 70-80% range, yet in this specific case, Facebook sharing accounted for 57%. Twitter accounted for 28%, LinkedIn for 9% and Email for 6% (based on the demographic, this was expected to be higher).

Sharing Summary

The microsite was the primary driver and landing page. The opt-in rate was 11% verses 4% on Facebook. Facebook had limited engagement (1,688 arrived via the Facebook Tab), yet sharing was explosive on Facebook at 82%.

Channel Summary

Coupons

Survey Results

A lot of information can be gathered from the simple survey. It would seem prudent to consider an offer directly to these 1,046 consumers. ‘How did you hear about us?’ Of the 2,678 that replied, 1,089 replied email and 446 replied via Facebook. This is a clear indicator that social is a viable tool for use in engaging consumers. Yet, email should be considered the primary driver. ‘I’m here for the contest’ 1,662 replied with this option. Certainly, a large segment. However, the inverse is that the program did reach over 1,000 consumers and potential customers. Given this was an email building campaign, and there was no “starting / client” email list, these results should be evaluated carefully. A new brand, a new list, and no prior engagement creates a difficult starting place. Keep in mind that many respondents click “all” buttons to be sure they are not overlooked in any way.

Survey Says

Goal completions valued at $5 each

Google Overview

Facebook Likes (New: 1617)

Twitter Followers (New: 96)

Overall, the campaign garnered the following recommendations:

1)  Continue list building process 2)  Test social media advertising

3)  Test Google search campaign 4)  Develop annual digital marketing program

5)  Implement an email marketing program

Recommendations

Raven5 tracks conversions generated from website traffic, social media traffic & email traffic. We've applied the following average figures for the purpose of applying value to the associated and varied online activity generated. Conversion & Engagement Value Website views – 82,227 - $2,466.81 Website visits – 13,507 - $20,260.50 Average time on site – 00:02:04 - $0.00 Email opens – 71,119 - $21,335.70 Email clicks – 5,108 - $7,662.00 Email opt-in – 5,976 - $35,856.00 Social impressions – 2,277,756 - $22,777.56 Social Twitter – 1,007 - $3,021.00 Social Facebook – 2,200 - $8,096.00 Coupons Activated – 2161 - $2,161.00 Total Value: $ 123,636.57

Website views $0.03, visit $1.50, time on site 2 minutes $3.00 / Email - open $0.30, click $1.50, opt in $6.00 / Social - impression $0.01, Twitter follower $3.00, Facebook LIKE $3.68, Coupons Activated

$1

Metrics

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