Why #Gigatown was the worst social media campaign ever. - Henry Cooke, Stuff, 12 November 2014
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1 Why #Gigatown was the worst social media campaign ever. - Henry Cooke, Stuff, 12 November 2014
2 It took the best tool we have for mass public conversation, and turned it into an ad. A commercial plaything. - Henry Cooke, Stuff, 12 November 2014
3 Yes, because let's not forget twitter is to be used for talking about important stuff like the 'Arab Spring'
4 ...and discovering #alexfromtarget
5 Last year 5 of NZ s top 10 hashtags were about Gigatown * SOURCE: 3 NEWS Chameleon Partners
6 > Gigatown Gigatown was an educational game driven by social media to deliver engaged, excited, fibre-ready consumers to Chorus customers. One in ten NZer s played Gigatown at some stage. Nearly 6 million conversations were held on social media about Gigatown Less than 5% of the traffic would be categorised as spam 151,000 people did more than just play; they conversed, they shared and they created. They made video content that would take you 3 entire working weeks to watch. They spent over 7 minutes per visit to the Gigatown site, nearly twice the time spent on any other telco site. The 27 local communities they belonged to generated more earned media value - than was spent on the entire campaign. Just over 7% of New Zealand s population tuned into watch the announcement of the Gigatown winner live. The business objective was to reach 7% uptake of fibre by end of Uptake was just below 11% in Dec Throughout regional New Zealand uptake was highest in areas that played Gigatown the most. And in five of NZ s Top Ten hashtags - including the most popular - were about Gigatown.
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8 > Gigatown was a good news generator There have been 358 good news stories written about Gigatown: nearly one a day since the competition began. 38 papers circulated Gigatown stories reaching over 6.8 million people. All the tweeting and sharing and retweeting sure adds up. Social media value generated by Gigatown has been calculated at over $32m.* Fun fact: The total number of words written about Gigatown was 117,962 - more than were used in either of the first two Harry Potter books. *SOCIAL MEDIA VALUE CALCULATION SOURCES 1. *How much is a Facebook like worth?, Technically Media April The Value of a Follower, Argyle Blog, March 29, Why Brands Still Need Facebook Fans, Ad Age, April 1, Argyle Social - How valuable are social media sponsorships? - emarketer 23/3/2013 / Ad Age / Social Technology Review / Adweek - 5. Value of a fan on Social Media: $3.60 Adweek 1/4/2013 / 6. Syncapse - Facebook likes, more profitable than tweets (STUDY) - Mashable 28/3/ Facebook vs Twitter What s a Like, Share, Follow or Tweet Actually Worth?, All Twitter, March 27, / 8. How Much are Social Media Shares Worth?, Mashable, March 28, Digital Marketers Focus on Impressions, Marketing Charts, April 9, What is the Value of a Social Action in Online Commerce?, - ChompOn, March 27, / 11. How Much is a Twitter Follower Worth? $2.50 Per Month According to One Company s Lawsuit, All Twitter March 27, Chameleon Partners
9 Contribution from the public is immeasurable. To make a positive change for a region it always requires wide community and business support, - ADBT Chief executive Wendy Smith, Timaru Herald, October 2, 2014 Local supporters including councils and the private sector ran their own regional campaigns. Cash value of these was over $1.1m.* *SOURCES 1. Radio New Zealand News, October 22, Dunedin Plan for Gig Success 3.. Nelson Mail, September 11, The Timaru Herald, October 2, The Southland Times, September 10, 2014 Chameleon Partners
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12 > Gigatown did the business Uptake of UFB by Local Fibre Company area at June 2014 Chorus % 1 Northpower - 8.2% 2 Enable - 7.9% 3 Ultrafast Fibre / WEL - 5.2% 4 Deployment progress at June 2014 Chorus - 31% 1 Northpower - 100% 5 Enable - 28% 5 Ultrafast Fibre / WEL - 60% 4 SOURCES 1. Chorus Half Year Result, FY15 2. Northpower Annual Report, 31/3/14 3. Enable Networks Ltd Annual Report 4. Ultrafast Fibre Annual Report, Crown Fibre Holdings Ltd. Annual Report, 2014 Chameleon Partners
13 > Gigatown got communities working together and they still are
14 I m looking forward to helping businesses get the most out of the campaign. Even if Timaru doesn t win, there are great opportunities to promote the town and educate people about social media. Angus Westgarth, IT specialist 8th Jan, 2014, Timaru Herald
15 Henry - this is true. the worst thing is that gigatown was actually a massive success
16 Postscript: August 2015
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