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Tuesday, March 31, 2015

How You (and the network) Did Last Week - 3/30/15

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As many of you know, it's Lolla announce season, which means Do312 enters their make-or-break time of the year for site traffic. To put some numbers to it, 23% of Do312's site traffic for the entire last year went to Lolla-related pages on Do312. So nailing Lolla can mean the difference between YoY growth or decline.

So how are they doing so far? 
  • Due to the Lolla announce, Do312 is up 40% in traffic from last year, or 12K+ site visitors
  • More interesting than that pie in the sky number is how Do312 got that traffic increase:
    • Traffic to the Lollapalooza pages themselves were only up about 1K from last year. This isn't too surprising since this traffic was mostly driven by Do312's email and social channels
    • However, traffic to the Lolla aftershows page was close to 8K sessions; last year they got virtually none until the announce of the aftershows on June 3rd. 
    • Of course this traffic increase was entirely due to Lolla linking to the "2014 Aftershows" page from their header. And then Do312 was smart enough to populate this page with their Lolla giveaways until the time they announce the actual aftershow acts. 
All told, Do312 got 8K more sessions, which drove 722 people to enter their Lolla giveaway, and that's just in the first 5 days it's been live. Project out the 2+ additional months that the aftershows page will receive traffic compared to last year, and you've got a ton of new users.
 
This highlights a hugely important strategy when teaming up with large partners: find out where they're sending traffic and build out content accordingly. Sure, having a giveaway on your site for a large festival is fantastic and should be your first step in your promotion of the fest. But festival sites have many times over the traffic that most metro sites do, so if you're able to host the aftershows or any other related content that a fest would link to, you NEED to:
  1. Work with the partner to link to your site as prominently and as soon as possible prior to the fest
  2. Make sure that you have content that can capture users (so, giveaways) on the pages that the festival sends traffic to. This is regardless of if the aftershows have actually been announced or not
And sure, not all markets host the festival aftershows page for events as big as Lolla, but several markets do have aftershows that they've locked in or are pursuing (Do415, DoNYC, Do502, etc.). Follow the steps above to make sure you're getting the very most out of those relationships.

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Tuesday, March 31, 2015

How You (and the network) Did Last Week - 3/30/15

As many of you know, it's Lolla announce season, which means Do312 enters their make-or-break time of the year for site traffic. To put some numbers to it, 23% of Do312's site traffic for the entire last year went to Lolla-related pages on Do312. So nailing Lolla can mean the difference between YoY growth or decline.

So how are they doing so far? 
  • Due to the Lolla announce, Do312 is up 40% in traffic from last year, or 12K+ site visitors
  • More interesting than that pie in the sky number is how Do312 got that traffic increase:
    • Traffic to the Lollapalooza pages themselves were only up about 1K from last year. This isn't too surprising since this traffic was mostly driven by Do312's email and social channels
    • However, traffic to the Lolla aftershows page was close to 8K sessions; last year they got virtually none until the announce of the aftershows on June 3rd. 
    • Of course this traffic increase was entirely due to Lolla linking to the "2014 Aftershows" page from their header. And then Do312 was smart enough to populate this page with their Lolla giveaways until the time they announce the actual aftershow acts. 
All told, Do312 got 8K more sessions, which drove 722 people to enter their Lolla giveaway, and that's just in the first 5 days it's been live. Project out the 2+ additional months that the aftershows page will receive traffic compared to last year, and you've got a ton of new users.
 
This highlights a hugely important strategy when teaming up with large partners: find out where they're sending traffic and build out content accordingly. Sure, having a giveaway on your site for a large festival is fantastic and should be your first step in your promotion of the fest. But festival sites have many times over the traffic that most metro sites do, so if you're able to host the aftershows or any other related content that a fest would link to, you NEED to:
  1. Work with the partner to link to your site as prominently and as soon as possible prior to the fest
  2. Make sure that you have content that can capture users (so, giveaways) on the pages that the festival sends traffic to. This is regardless of if the aftershows have actually been announced or not
And sure, not all markets host the festival aftershows page for events as big as Lolla, but several markets do have aftershows that they've locked in or are pursuing (Do415, DoNYC, Do502, etc.). Follow the steps above to make sure you're getting the very most out of those relationships.
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4 comments:

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