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Measuring social media ROI

Social media ROI is a common topic in this community. How do we prove that our online efforts are making a difference? Kyle Flaherty wrote a great article at how we can look at this.

The next generation is particularly tech savvy, and a recent social media campaign for Twilight has proven that networking with your audience can prove that good social networking can turn into revenue. The social media campaign that involved widgets and networking resulted in a soundtrack that was #1 on the Billboard charts before the movie was released, high pre-sales in movie tickets and a continual presence in the best selling category for the books. Read more about it in The Standard.

The soundtrack marketing effort has been highly successful, ranging from videos released on author Stephenie Meyer's site to exclusives available for fans depending on format and place of purchase: iTunes has a digital booklet and three additional songs, while the physical CD contains a poster from the movie, with several different posters randomly placed in the CD cases.

There was also significant buzz created by exclusively debuting the trailers online for the fans.

Online ticket sales are booming as well, spurred by everything from movie trailers debuted exclusively at different sites to widgets available for social networking sites. Those who purchase presale tickets from MovieTickets.com or Fandango receive a code for a free music remix from iTunes.

Why do you think this is such a big social media phenomenon? We already wrote in August about this community with the book series, and now it's translated into revenue for the movie industry. Now this social media and networking has translated into revenue for the record industry and Hollywood. What can you take from this example and use for your campaigns?

Jenny Pereira

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1 comment:

KFFBOS said...

Thanks for the mention, much appreciated. The Twilight campaign is very interesting to me, mainly b/c I had never heard of the movie, nor the book until I saw it mentioned on Twitter. I'm not their target audience, hence why I didn't catch it in MSM, but I may be an influencer for someone in their audience and social media allows that indirect marketing to occur.

/kff