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Social Media

Influence CampaignJuly - August, 2013

L V I M A Las Vegas Interactive Marketing Association

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Pray with the Pope.org

Influencer Word-of-Mouth Marketing Campaign

Final Client Report

Run Dates: July 24, 2013August 20, 2013

ContentsEXECUTIVE SUMMARY ................................................................................... 3

Campaign Objectives ..................................................................................... 3

Messaging & Strategy: ................................................................................... 3

CAMPAIGN LOGISTICS ................................................................................... 4

CAMPAIGN RESULTS ...................................................................................... 4

CATEGORY ENGAGEMENT ............................................................................ 8

METRICS SUMMARY ..................................................................................... 10

Twitter .......................................................................................................... 10

Message Boards .......................................................................................... 11

Facebook ..................................................................................................... 12

QUALITATIVE FINDINGS ............................................................................... 13

OBSERVATIONS AND RECOMMENDATIONS ............................................. 14

APPENDICES ................................................................................................. 15

APPENDIX I MESSAGE BOARDS USED ...................................................... 16

APPENDIX II ACTIVITY INDEX ...................................................................... 17

Appendix IIIPresentation ............................................................................. 25

APPENDIX IV .................................................................................................. 34

Screenshots .................................................................................................... 34

Message Board Screen Shots ....................................................................... 182

http://c/Users/shawn/Desktop/DeSales/Marketing/Social%20Influence%20Campaign%20-%20July%202013.docx%23_Toc365254867http://c/Users/shawn/Desktop/DeSales/Marketing/Social%20Influence%20Campaign%20-%20July%202013.docx%23_Toc365254867

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EXECUTIVE SUMMARY

Campaign Objectives

The social media specialist team was set to fulfill the following initiatives:

Effectively generate buzz around PrayWithThePope.org and specificuser functionality.

Respond to posts with relevant subject matter on social mediachannels.

Initiate topic posts on blogs, social channels and message boards.

Messaging & Strategy:

Goals for messaging were to increase brand awareness of PraywiththePope.org,create buzz for World Youth Day 2013, and to drive traffic toPraywiththePope.org.

Brand Awareness was generated through conversation searchesyieldingcontextual opportunities to introduce PraywiththePope.org and engage onlineaudiences.

Buzz during World Youth Day 2013 was created by leveraging the BBC articleCatholic Church launches hi-tech campaign for younger crowds as well ashighlighting Prayer Medallion distributed at the event itself.

Online traffic was engaged by identifying conversations mentioning key phrasessuch as Pope Francis, World Youth Dayand prayer coins.

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CAMPAIGN LOGISTICS

Timeline

The campaign ran from July 24, 2013 to August 20, 2013. During this time, the

marketing specialists generated 344 posts.

Distribution

The team applied Social Office Suite (SOS), a web-based SaaS platform (still inBeta) useful for businesses interested in launching and building their brand(s),managing brand reputation and sourcing the online community in real-time.

Conversations were spidered from Twitter in order to engage with interactionsbased on topics relevant to PraywiththePope.org. Posts were created anddelivered through SOS, and directly on message boards.

CAMPAIGN RESULTS

Each social media post represents a response to a user post, where wecommented with a tracking link attached (when appropriate).

Twitter Postsrepresents the number of conversations started (through original

post or reply) via personal Twitter accounts.

Message Boardsrepresent replies and initiated posts on message boards andvarious blogs. Tracking tags, (shortened URLs) were used to track responsesand clicks when they were allowed.

Total Twitter posts: 286 posts

Total message board posts: 58

Total postings: 344

Total clicks measured: 3,875 (average 13.5 clicks per post)

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83%

17%

Twitter and Message Board Postings

Twitter Posts (286 or 83%)

Message Boards (58 or 17%)

ReferringVisits26%

Visits74%

*Campaign Visits to the Website

*Data collected using Google Analytics

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This graph illustrates the relationship between our engagement with people onTwitter and the daily clicks those engagements generated. During World YouthDay, PraywiththePope.org awareness was driven, while highlighting the CatholicChurchs digital efforts by promoting the BBC article. Although these efforts didnot drive traffic to the site, they still highlighted the objectives thatPraywiththePope hoped to achieve throughout this campaign.

0

200

400

600

800

1000

1200

1400

1600

Visits, Engagements and Daily Clicks

Visits

Engagements

Daily Clicks

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Total InitiatedPosts

(29) 8%

TotalResponse

Posts

(315) 92%

Posts: Initiated vs. Response

The campaign responded to 315 user posts and 29 initiated (created) posts.

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CATEGORY ENGAGEMENT

Five topic categoriessummarize the social conversation engagements:

1. Pray with the Pope

2. BBC Link

3. World Youth Day

4. Online Catholics

5. Unbroken Prayer

These 5 topics generated the most interactions and engagements on Twitterusing SOS. The BBC link, Pray with the Pope, and World Youth Day topics

resulted in the most effective conversations.

31%

31%

17%

12%

3%

3%3%

Number of posts by topic category

(Overall Clicks)

BBC Link

Pray With Pope

World Youth Day

Online Catholics

Need A Prayer

Pray Coins

Unbroken Prayer"Prayer"topics

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METRICS SUMMARY

Twitter

Total Twitter Posts= 286

Total Reach: 6,948,887

Screenshots examples

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Message Boards

Total number of message board posts: 58Total Message Board Reach: 870,050Total number of message board clicks: 107 clicks

Posts on message boards were deeper and more engaging which encouragedusers to respond and provide their feedback.

The posts and resulting links inserted on the message boards are alsoindefiniteand help build early SEO ranking by referring viewers back toPraywiththePope.org

Message Board Examples:

http://Catholicnewsagency.com

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Message Board Examples (cont):

Speroforums.com

Facebook

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OBSERVATIONS AND RECOMMENDATIONS

The campaign had a total reach of *7,818,937 delivered through Twitter,Facebook and various message boards. Engagements were targeted towardpeople discussing Pope Francis, the Catholic faith, World Youth Day, praying,ETC. to bring awareness and traffic to PraywiththePope.org.

I. Social Media PresenceAdditional support from the Vatican or Pope Francissocial feeds would help generate awareness of PraywiththePope and meetaudience objectives.

II. Message Boards - People on Twitter responded much more positively to ourposts than many of the members of the message boards. Message boards weremore difficult to utilize due to the stricter guidelines imposed on members.However, links posted within message boards have greater longevity and assistmore with SEO (search engine optimization) initiatives.

III. Mid-morning to Early Afternoon PostsUsers were most responsive tomessages in the midmorning and early afternoon (10am-2pm). If a similarcampaign is run in the future, team members should concentrate posts duringthese hours.

IV. New Website ReleasesFuture social influence campaigns should beutilized in conjunction with new features as they are released onPraywiththePope.org.

V. Brand AmbassadorshipWith the responses and comments being very

positive, PrayWithThePope.org may want to consider a brand ambassadorshipprogram to leverage the strong online support we experienced from differentaudiences. This would help perpetuate the buzz on a daily basis.

*Reach is calculated by the sum of conversation participants and their followers

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APPENDICES

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APPENDIX II

ACTIVITY INDEX

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Appendix III Presentation

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APPENDIX IV

Screenshots

Twitter

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Total Tweet Count = 286

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Message Board Screen Shots

July 31

1. Forums.catholic-convert.com

August 1

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3. Facebook.com

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August 6

14. CatholicDisscussion.yuku.com

15. CatholicDisscussion.yuku.com

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16. Bibleforums.org

17. Yahoo Answers

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August 7

18. Catholicanswers.com

19. Bibleforums.org

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20. CatholicDisscussion.yuku.com

21. Forums.catholic.com

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22. Spiritualforums.com

23. CatholicDisscussion.yuku.com

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24. True2ourselves.com

August 8

25. http://www.catholicnewsagency.com/

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28. Bibleforums.org

29. Religionforums.org

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30. Bibleforums.org

August 9

31. Catholicforum.com

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32. Forums.catholic.com

33. Catholicanswers.com

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34. Forums.catholic-convert.com

35. Forums.catholic-convert.com

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August 12

36. Forums.catholic.com

37. Yahoo Answers

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38. Yahoo Answers

39. Google Plus

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40. Twitter.com

41. Speroforums.com

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August 13

42. QuickTopic

43. Twitter.com

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44. Topix.com

45. Topix.com

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46. Yahooanswers.com

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August 14

47. Yahooanswers.com

48. Twitter.com

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49. Twitter.com

50. Ask.com

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51. Facebook.com

52. LinkedIn

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53. Ivillage.com

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August 19

54. http://www.christianforums.com/

55. Linkedin

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58. Bibleforums.org