Derby Book Festival Social Media Campaign Breaks All Records

Posted by on Jul 22, 2017 in Case studies | 0 comments

Derby Book Festival Social Media Campaign Breaks All Records

How do you get your festival seen more than a million times on social media, increasing ticket sales and website traffic? 

The 2017 Derby Book Festival took place 9-17 June. It featured over 70 events, including talks with award-winning author Sebastian Faulks, columnist Tim Dowling, beloved broadcaster Reverend Richard Coles, Guardian Children’s Fiction Prize winner Alex Wheatle, comedians Jenny Eclair & Shappi Khorsandi, and rising stars like Sarah Perry, Joseph Knox, Joanna Cannon and Sarah Day.

We ran a social media campaign across Twitter and Facebook to help promote the festival and sell tickets.

This was the third annual festival, and the third year in a row we’ve provided the Derby Book Festival with social media support. It was also our most successful campaign yet for the festival, and by extension, the biggest and best book festival to date.

In 2015 our tweets and Facebook posts were seen nearly 900,000 times. In 2016 the total figure was around 800,000.

In 2017 we broke all records. Our reach on Twitter came to 579,000 across the course of the campaign, and our Facebook reach came to 578,794. This means that our social media content was seen 1,157,794 times.

This increased presence on social media was accompanied by a significant boost in ticket sales. A total of 4,030 tickets were sold for events in 2016. In 2017, the total stands at over 5,000 – an increase of around 25%.

Derby Book Festival Social Media Campaign 2017

The 2017 Derby Book Festival Social Media Campaign in Numbers

Tweets were seen 579,000 times
The Derby Book Festival Twitter profile was viewed 11,104 times
The Derby Book Festival Twitter account now has 2,610 followers

Posts on the Derby Book Festival Facebook page were seen 578,794 times, an average of 3,937 views for every day of the campaign
Users engaged with the Derby Book Festival Facebook page 10,576 times – an average of 72 engagements a day
The total number of Facebook fans rose from 1,408 at the start of the campaign to 1,657 at the campaign’s end

 

– 12.4% of all website traffic for the duration of the campaign came from social media
– 1,192 visitors to the Derby Book Festival site came from Facebook, and 958 from Twitter

Derby Book Festival Social Media Campaign 2017

Second Only to Google

Looking at Google Analytics we found that, just like last year, social media came second only to Google in terms of the biggest drivers of traffic to the Derby Book Festival site.

53.5% of site traffic came from organic search – that is, Google. 12.4% came from social channels. 25.1% came from “direct” channels – instances where people accessed the site through physically entering the URL in their browsers.

Given the sheer number of people we reached on social media, it’s no big stretch to say that the “direct” figure would be much lower were it not for our efforts. Which is to say nothing of the positive effect that a strong social media presence can have on organic Google rankings…

On top of all this, both Facebook and Twitter proved to be bigger drivers of traffic this year. Last year, Twitter drove 851 people to the Derby Book Festival site, and Facebook 780. This year, 1,192 visitors to the Derby Book Festival site came from Facebook, and 958 from Twitter. Since many of these visitors had chosen to follow our accounts, they are statistically much more likely to have bought tickets.

Derby Book Festival Social Media Campaign 2017

A Shared Vision

Derby Book Festival Organiser Sian Hoyle said:

We really felt Status Social embraced the Festival and understood the spirit and our vision in their posts. We feel sure this is reflected in the engagement.

We do hope to continue our successful working partnership as we move into 2018 and our fourth Festival.

Find out how we can help promote your festival, event or business through social media!

For a free consultation, call us on 01332 776 910, or fill in our online contact form.

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