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What we did
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The rock festival: The daily level of social media activity spikes dramatically
when acts are announced
10000
2nd announcement
of acts
8000
4000
2000
0
14-Oct 21-Oct 28-Oct 04-Nov 11-Nov 18-Nov 25-Nov 02-Dec 09-Dec 16-Dec 23-Dec 30-Dec
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We then compared social media activity against ticket sales & website
visits, and showed the data on a log scale to see the correlation better
100000
10000
1000
100
10
1
14-Oct 21-Oct 28-Oct 04-Nov 11-Nov 18-Nov 25-Nov 02-Dec 09-Dec 16-Dec 23-Dec 30-Dec
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Plotting each day's "pair" of social volumes & ticket sales shows there
is a 53% correlation between ticket sales and social media conversation
3.0
R = 0.5259
2.5
2.0
1.5
1.0
0.5
0.0
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5
Source: Festival 2014 data,
Date range: 14 Oct 31 Dec 2013
Social media messages (log)
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To put this in context Social media activity links to ticket sales almost as
strongly as visits to the ticket sales website (61% correlation)
61% 53%
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To put it in plain English:
Each 9 extra messages link to a +1 rise in seat sales
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The rock festival: Although Twitter drives most social media volume,
public Facebook messages have the highest correlation with ticket sales
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Who contributes to the conversation?
Artists &
Festival official
account
Fans (20%)
(60%)
Promoters
(10%)
Media
(10%)
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Reason 1: Relevance
Social media discussion has to be tightly focused on the event itself
All discussion about the rock festival is about the concert event. There's no
other way people can mention it. So this even saw the strongest correlation
with sales figures (53%).
But for our pop artist, initial analysis of all social media buzz
about the artist found no correlation with UK tour sales at all.
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Relevance may explain the results of other social-to-sales studies too
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Reason 2: Demographics
Social predicts sales best for a younger audience who use it more
26% use
social
95% use social networks
networks
6%
use
Twitter
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In the case of the 1970s rock band, news visibility is the most predictive
factor still indicating that awareness is still key to sales
The older audience is less present on social networks like Twitter or Facebook news may be
a more relevant channel. News sites tend to have high visibility, Pulsar's proprietary metric for
establishing content's influence and reach.
While social media volumes correlated only 22% with sales, that rises to 30% when using
visibility, which weights the impact of the media most relevant to this audience more highly.
1. Social media buzz and sales can correlate strongly over 50%
2. The type of social media activity that can predict sales may vary
between brands
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THANK YOU
Research team:
Jessica Owens (@hautepop)
Sameer Shah (@thesquidboylike)