Great case study Kami. Thanks for sharing it.
Sherrilynne Starkie | Homepage | 04.19.08 - 6:39 am | #

Kami, thanks for taking the time to share this case.
Leo Bottary | Homepage | 04.21.08 - 5:19 am | #

Kami, it is wonderful to see social media campaigns with actual measures and results. Great job!
Becky Carroll | Homepage | 05.21.08 - 10:39 am | #

Becky; I just sent you e-mail, but it looks as if you found it. Thanks, we are excited about the results of this campaign.
Kami Huyse | Homepage | 05.21.08 - 11:09 am | #

kami

Thank you for sharing your measurable results with us for your social media campaigns! Awesome to see your CPM for SMM as it relates to a more traditional medium like TV. I look forward to seeing more of these in the future
Alex Funk | Homepage | 06.26.08 - 2:16 pm | #

Thanks for sharing this - I've added you to The Parallax View Social Media Case Study list:
http://theparallaxview.com/socia...a-case-studies/
Russell | Homepage | 01.13.09 - 6:33 am | #

Thanks for including it, nice list.
Kami Huyse | Homepage | 01.13.09 - 12:57 pm | #

Interesting case study, thanks for sharing. I've looked it over and just have a few questions. I'm hoping you can clarify the calculation of cost per impression.

Are you saying the $0.22 and $1 are cost per impression or cost per thousand?

Can you also share the total reach within the targeted coaster communities?

Thanks!
Cristina | Homepage | 03.05.09 - 5:52 pm | #

Cristina; Neither. That was the cost to get someone through the door. It was based on attendance, not reach.

I don't have the second number for you, sorry. We could have probably done that calculation by figuring out the readership of each blog, etc., but it isn't a metric that is used as a benchmark by management. The number of people that come through the door is. With a limited budget, we focused on the easiest and most impactful (from a management perspective) stats. Reach was less important than results in this case.
Kami Huyse | Homepage | 03.05.09 - 7:48 pm | #

Ok, great, thanks Kami.
Cristina | Homepage | 03.06.09 - 12:48 pm | #

I am doing a research on viral marketing for my master. The purpose of this study is to analyze three successful viral marketing camapaigns. If you want to participate, please click this link:
http://www.surveymonkey.com/ s.as...WIbqTy1QQ_3d_3d

Thanks
Magnolia Medina | 07.30.09 - 4:56 am | #

Magnolia; I will leave the comment, but it is completely inappropriate in this space. Very few people read this post, so I am sure it won't be a bother to readers, still, you should never leave unrelated comments on blogs. It is considered rude. Since you are student, and probably new to this, you may not know that. So I will give it a pass this time.
Kami Huyse | Homepage | 07.30.09 - 12:34 pm | #