smooth radio christmas report
TRANSCRIPT
Ben Stroud
Smooth ChristmasSocial Media Report
Smooth Christmas
✤ A digital station
✤ Commercial-free christmas music
✤ Running from November 1st to Christmas eve
✤ Featuring shows from:
✤ The Overtones
✤ Joe Mcelderry
✤ Susan Boyle
✤ Donnie & Marie Osmond
Target audience
✤ Existing Smooth Audience
✤ Office workers/influencers
✤ BBC listeners (a festive, commercial-free alternative)
Overall campaign goals
✤ Grow awareness of the station in run-up to Christmas
✤ Convert Smooth Christmas listeners into Smooth Radio/Smooth Radio 70s listeners
✤ Target group: 40-59 year olds in Smooth Radio FM areas - traditional Radio 2 listeners
Social Media Strategy
Social Media Strategy
✤ Focus on Twitter - measurable and more lightweight than Facebook
✤ Facebook and Facebook advertising a secondary focus
✤ Enables us to track and monitor the success (follows, retweets, replies, mentions, #hashtag)
✤ Enables us to combine with Smooth Radio and Smooth 70s presence on there to migrate interested fans back and forth between accounts
✤ Ultimate aim to convert Smooth Christmas listeners to Smooth Radio listeners
Competition: #ItsaSmoothChristmas
✤ Over the first week of December, run a competition on Twitter asking fans to name their favourite Christmas songs.
✤ We will pick a winner every day for the first five days - they will receive a signed CD from one of our featured Christmas artists
✤ At the end of the week, the five winners were put into a draw to win a digital radio
Competition with Carluccio’sAdded value content for our followers
Artists’ social media communitiesEngaged fans and followers of all artists featured in Smooth Radio Christmas specials
Rod StewartAn official update from his Facebook page promoting our station
The OvertonesMentioned and engaged with the brand on Twitter
Daley ThompsonOlympic icon enjoys a bit of Smooth Christmas!
Official Santa300k followers on Twitter, increased the reach of our account significantly
ConversionPeople are happy to recommend us to a friend on social media
Shareable User ContentTook engagement from Twitter to Facebook - and vice versa!
Results and Insights
@SmoothXmas
✤ 819 mentions - 16 per day on average
✤ 221 click-throughs - 4 per day on average
✤ 156 retweets - 3 per day on average
✤ An average of 23 engagements per day
ConversionPeople are happy to recommend us to a friend on social media
Twitter insights
✤ Great level of engagement for a new account
✤ Plenty of positive word-of-mouth recorded
✤ Conversations with twitter users can be directly attributed to conversions into listeners/followers of the brand
✤ Followers can now be nurtured and converted into Smooth brand fans
