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A Social Media Mini-Test

Deepak Pershad

www.therightchordinc.com

April 2011

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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 theimplementation of a modest Facebook advertising campaign

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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 continuallyrenewed music resource Provide a forum for easy sharing, on FaceBook and MySpace

Provide frequent updates via a dedicated blog and Twitter

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Target Group and Budget

Target GroupFacebook users:

Who live in Canada

Between the ages of 15 and 60 inclusive

Who like to compose music, digital art, listen tomusic, make music, make videos, photography,

play guitar or videography

Budget for Facebook Ad Campaign: $200 (Cdn)

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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

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Creative Announcement Video

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This video was uploaded to YouTube

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Creative Facebook Ad

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The video image in the Facebook ad linkedto the music downloads website page:

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Content Facebook and MySpace

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Facebook

Facebook

The MySpace bulletin generated

Friend requests from various musicians

and bands

Visitors were directed to a

Free Music Downloads page atwww.drivenbymusiconline.com

MySpace

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Content Blog and Twitter

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Blogger.com Twitter

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Content New Music Downloads

Website Page

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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

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Results

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Thanks to the Facebook advertising directing readers to the website, visits tothe website increased substantially (albeit from a small base)

Source: Google Analytics

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Results - Demographics

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Responders skewed disproportionately

younger and femaleThe 1317 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

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Key Learning

None of the observations from this mini-test are earth-shattering, buthere they are:

Facebook advertising worksEven 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 forcontinuing user engagement

Traditional websites may soon be supplanted to some extent by

the increasing functionality of social media site pages

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Thank You.

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www.therightchordinc.com

Contact: deepak@therightchordinc.com

Deepak Pershad, Principal,

The Right Chord Inc.