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Social Media Influence Campaign

July - August, 2013

LVIMA
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, 2013 August 20, 2013

Contents
EXECUTIVE 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 III Presentation ............................................................................. 25 APPENDIX IV .................................................................................................. 34 Screenshots .................................................................................................... 34 Message Board Screen Shots ....................................................................... 182

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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 specific user functionality. Respond to posts with relevant subject matter on social media channels. 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 to PraywiththePope.org. Brand Awareness was generated through conversation searches yielding contextual opportunities to introduce PraywiththePope.org and engage online audiences. Buzz during World Youth Day 2013 was created by leveraging the BBC article Catholic Church launches hi-tech campaign for younger crowds as well as highlighting Prayer Medallion distributed at the event itself. Online traffic was engaged by identifying conversations mentioning key phrases such as Pope Francis, World Youth Day and 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 in Beta) 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 interactions based on topics relevant to PraywiththePope.org. Posts were created and delivered through SOS, and directly on message boards.

CAMPAIGN RESULTS
Each social media post represents a response to a user post, where we commented with a tracking link attached (when appropriate). Twitter Posts represents the number of conversations started (through original post or reply) via personal Twitter accounts. Message Boards represent replies and initiated posts on message boards and various blogs. Tracking tags, (shortened URLs) were used to track responses and 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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Twitter and Message Board Postings

17%
Twitter Posts (286 or 83%) Message Boards (58 or 17%)

83%

*Campaign Visits to the Website

Referring Visits 26%

Visits 74%

*Data collected using Google Analytics

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Visits, Engagements and Daily Clicks


1600 1400 1200 1000 800 600 400 200 0

Visits Engagements Daily Clicks

This graph illustrates the relationship between our engagement with people on Twitter and the daily clicks those engagements generated. During World Youth Day, PraywiththePope.org awareness was driven, while highlighting the Catholic Churchs digital efforts by promoting the BBC article. Although these efforts did not drive traffic to the site, they still highlighted the objectives that PraywiththePope hoped to achieve throughout this campaign.

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Posts: Initiated vs. Response


Total Initiated Posts (29) 8%

Total Response Posts (315) 92%

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

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CATEGORY ENGAGEMENT
Five topic categories summarize the social conversation engagements: 1. Pray with the Pope 2. BBC Link 3. World Youth Day 4. Online Catholics 5. Unbroken Prayer

Number of posts by topic category (Overall Clicks)


BBC Link

17% 12% 31% 31% 3% 3% 3%


"Prayer" topics

Pray With Pope World Youth Day Online Catholics Need A Prayer Pray Coins Unbroken Prayer

These 5 topics generated the most interactions and engagements on Twitter using SOS. The BBC link, Pray with the Pope, and World Youth Day topics resulted in the most effective conversations.

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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: 58 Total Message Board Reach: 870,050 Total number of message board clicks: 107 clicks Posts on message boards were deeper and more engaging which encouraged users to respond and provide their feedback. The posts and resulting links inserted on the message boards are also indefinite and help build early SEO ranking by referring viewers back to PraywiththePope.org

Message Board Examples:

http://Catholicnewsagency.com

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Message Board Examples (cont):

Speroforums.com

Facebook

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QUALITATIVE FINDINGS
Coordinating the launch of the website with the World Youth Day event in Rio was an effective buzz/conversation generator tactic There was tremendous engagement and reception around messages relating to World Youth Day. Positive reactions to our posts came from both attendees and non-attendees of World Youth Day. Based on the number of responses and clicks to our posts, users were excited and open to the idea of visiting PraywiththePope.org. Categories such as Unbroken Prayer seemed less effective due to lack of public awareness around creating an unbroken prayer chain. The post topics needing a prayer, #Pope, #WYD, #RIO or #Catholics were effective conversation environments for PraywiththePope.

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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 toward people discussing Pope Francis, the Catholic faith, World Youth Day, praying, ETC. to bring awareness and traffic to PraywiththePope.org. I. Social Media Presence Additional support from the Vatican or Pope Francis social feeds would help generate awareness of PraywiththePope and meet audience objectives. II. Message Boards - People on Twitter responded much more positively to our posts than many of the members of the message boards. Message boards were more difficult to utilize due to the stricter guidelines imposed on members. However, links posted within message boards have greater longevity and assist more with SEO (search engine optimization) initiatives. III. Mid-morning to Early Afternoon Posts Users were most responsive to messages in the midmorning and early afternoon (10am-2pm). If a similar campaign is run in the future, team members should concentrate posts during these hours. IV. New Website Releases Future social influence campaigns should be utilized in conjunction with new features as they are released on PraywiththePope.org. V. Brand Ambassadorship With the responses and comments being very positive, PrayWithThePope.org may want to consider a brand ambassadorship program to leverage the strong online support we experienced from different audiences. 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 I MESSAGE BOARDS USED


1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. Yahooanswers.com Ask.com Bibleforums.org Forums.catholic-convert.com Forums.catholic.com Topix.com Catholicforum.com Thydailybreadforum.com Speroforums.com Catholicinfo.com Catholicdiscussion.yuku.com Facebook.com Twitter.com Linkedin.com Forum.catholic.org Quicktopic.com Paxchristirochester.blogspot.com/2013 Harvestingthefruitofcontemplation.blogspot.com Spiritualforums.com True2ourselves.com Religionforums.org

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APPENDIX II ACTIVITY INDEX

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Appendix III Presentation

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APPENDIX IV Screenshots
Twitter July 24 1

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July 29
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July 30
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JULY 31
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August 5
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August 6
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August 7
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August 8
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August 9
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August 12
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August 13
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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
2. Facebook.com

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3. Facebook.com

4. bibleforums.org

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5. bibleforums.org

6. bibleforums.org

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7. bibleforums.org

August 2
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9. forums.catholic.com

August 5
10. Worthychristianforums.com

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11. Forum.catholic.org

12. forums.catholic.com

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13. Forums.catholic.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

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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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26. CatholicDisscussion.yuku.com

27. Catholicinfo.com

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28. Bibleforums.org

29. Religionforums.org

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August 9
31. Catholicforum.com

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34. 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

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August 13
42. QuickTopic

43. Twitter.com

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44. Topix.com

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46. Yahooanswers.com

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August 14
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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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August 19
54. http://www.christianforums.com/

55. Linkedin

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56. Blog - http://paxchristirochester.blogspot.com/2013/08/summer-is-windingdown-and.html

57. Blog http://harvestingthefruitsofcontemplation.blogspot.com/2013/08/mondaymusings-just-saying-you-are.html

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58. Bibleforums.org

Total Message Board Posts: 58

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