How You (and the network) Did Last Week - 2/07/18

Are we experiencing déjà vu, or have DoSD and DoTheBay just replicated two of the top audience growth programs from 2017 to produce the two top performing /p/ pages of last week???
 

DoSD: San Diego Music Awards

Big Wins

• This /p/ page earned a total of 9.6k pageviews last week, which helped attribute to o DoSD's highest week of site traffic and new vistors EVER.
  • These stellar numbers also puts it well on pace to match last year's performance of 24.2k pageviews.
• Of these 9.6k pageviews, 50% have come from Facebook referral traffic.
  • In terms of overall traffic, this is nearly a 20% increase in referral traffic from the 2017 program, one week in.
  • While the San Diego Music Awards Facebook has been linking to the DoSD /p/ page several times a week, a majority of this traffic has been coming from artists and friends of artists sharing the page.
• The /p/ page has already seen a 300% increase in organic traffic versus last year.
• The contest has already seen 4,969 entries.

Takeaways & Replicable Actions

• With Facebook's recent News Feed update, there hasn't been a better time to focus on shareable content in the platform.
  • By incentivizing artists and their friends/family to share and comment on these posts, DoSD has curated an invaluable source of referral traffic. 
• By reusing the same page/URL from last year to host the award voting, DoSD has well positioned themselves to see a significant momentum shift in organic search traffic from users searching the event in Google.
• DoSD's GM, Marjy Taylor, said the most likely culprit for the performance of the program so far, was likely that their email list has grown 5x since they ran the contest last year.

DoTheBay: Play Noise Pop Fest

Big Wins

• This /p/ page earned a total of 16.7k pageviews last week (up 44% from last year's page). 
  • This puts it well on pace to match last year's performance of 28.5k pageviews.
  • This attributed to DoTheBay's 2nd highest week of site traffic and 5th highest new visitor count EVER.
  • The same contest recorded 7,350 pageviews in 2017.
• DoTheBay saw similar success as DoSD with Facebook referrals making up about 35% of this site traffic.
• DoTheBay excelled in bringing referral traffic from other sources like Instagram and Twitter, which earned 15% and 4% of overall traffic, respectively. 
• The contest saw 4,428 entries total.

Takeaways & Replicable Actions

• While the same takeaways can be had in regards to Facebook referral traffic as DoSD, DoTheBay excelled at bringing in referrals from all social media channels.
  • This traffic diversification helped attribute to the increased participation of this contest versus last year. 
• Some more takeaways and issues with the contest from DoTheBay's GM, Brett Leader:
  • "This is the third time we've ran one of these contests, each time getting more artist submissions: 
    • Play Noise Pop 2017 - 40 artist submissions
    • Play 20th Street Block Party - 80 artist submissions
    • Play Noise Pop 2018 - 135 artist submissions
  • This was also the first time we've offered 2 spots to winners, instead of just one. "
  • Minor Issues:
    • "We still had some minor issues with users not being able successfully submit votes, but much less than in the previous 2 contests. I think it would be interesting to turn this into a 2 month campaign and have 1 month just for artist submissions, followed by 1 month of just user voting."

 

Proposals Sent Last Week:

• SLANE IRISH WHISKEY  
• Sam Adam's 76
• Korbel Midnight Brunch Austin

Keep up the good work everyone! And, as always, feel free to reach out to Support with any questions.