Livestrong multichannel communication and analytics measurement case study. Kwantic and Frantic collaboration

1. Steve Jackson
Maarten Patteeuw
15.09.09

2. Livestrong

3. Livestrong
Lance Armstrong

4. content
• Lance who?
• the comeback
• Tour de France
• Lance/Livestrong in the Tour 2009
• The channels
• Twitter - in depth
• The future: Team Radioshack
• Offsite and onsite measurement
• REAN
• Business outcomes

5. Lance who?

6. Lance who?
World Champion 1993

7. Lance who?
World Champion 1993
diagnosed with cancer in 1996

8. Lance who?
World Champion 1993
diagnosed with cancer in 1996
the return in 1999...

9. Lance who?
World Champion 1993
diagnosed with cancer in 1996
the return in 1999...

10. Lance who?
World Champion 1993
diagnosed with cancer in 1996
the return in 1999...
livestrong.org is launched in 2003

11. Lance who?
World Champion 1993
diagnosed with cancer in 1996
the return in 1999...
livestrong.org is launched in 2003
retires in 2005….

12. Lance who?
World Champion 1993
diagnosed with cancer in 1996
the return in 1999...
livestrong.org is launched in 2003
retires in 2005….
...and makes a comeback in 2008

18. Tour de France - The Event

19. Tour de France - The Event
• biggest cycling event worldwide every year

20. Tour de France - The Event
• biggest cycling event worldwide every year
1900 accredited journalists
broadcasted in 180 countries
3200 hours of broadcasting time
www.letour.fr
5 language versions
65 million page vues
13 million visitors
12 million spectators on the course

21. Tour de France - The Event
• biggest cycling event worldwide every year
1900 accredited journalists
broadcasted in 180 countries
3200 hours of broadcasting time
www.letour.fr
5 language versions
65 million page vues
13 million visitors
12 million spectators on the course
• dream of every cyclist to just win a stage or jersey

22. Tour de France - The Event
• biggest cycling event worldwide every year
1900 accredited journalists
broadcasted in 180 countries
3200 hours of broadcasting time
www.letour.fr
5 language versions
65 million page vues
13 million visitors
12 million spectators on the course
• dream of every cyclist to just win a stage or jersey

23. Tour de France - The Event
• biggest cycling event worldwide every year
1900 accredited journalists
broadcasted in 180 countries
3200 hours of broadcasting time
www.letour.fr
5 language versions
65 million page vues
13 million visitors
12 million spectators on the course
• dream of every cyclist to just win a stage or jersey

24. Tour de France - The Event
• biggest cycling event worldwide every year
1900 accredited journalists
broadcasted in 180 countries
3200 hours of broadcasting time
www.letour.fr
5 language versions
65 million page vues
13 million visitors
12 million spectators on the course
• dream of every cyclist to just win a stage or jersey

25. Tour de France 09

26. Tour de France 09

27. Tour de France 09 - Chalkbot

28. Tour de France 09 - Chalkbot

29. the channels

30. the channels

31. the channels

32. the channels

33. the channels

34. the channels

35. the channels

36. Twitter

37. Twitter
•1.9 million followers

38. Twitter
•1.9 million followers •3100 tweets

39. Twitter
•1.9 million followers •3100 tweets
• re-tweets??

40. Twitter
•1.9 million followers •3100 tweets
• re-tweets?? • ranked #14

41. Twitter

42. Twitter

43. Dublin ride Aug 09

44. Dublin ride Aug 09

45. Dublin ride Aug 09

46. Dublin ride Aug 09

47. Dublin ride Aug 09

48. Livestrong
the attention shifts from Lance and cycling to….
...the actual work of the foundation

49. Team RadioShack

50. Team RadioShack

51. Team RadioShack

52. Multi-Channel Measurement Strategy

53. Multi-Channel Measurement Strategy
Off Site Measurement Strategy
✓ Measuring the level of conversation (aka buzz) around a brand, product or service
(BuzzLogic, WhiteVector, BlogScope, BlogPulse, CrimsonHexagon, Google Trends,
Xtract, Twitter API tools).
✓ Measuring the level of influence of key individuals and their ideas. (IE Lance
Armstrong)
✓ Measuring the level of group participation in 3rd party sites. (FaceBook, LinkedIn)
✓ Measuring the level of engagement of individuals. (Twitter, FaceBook, LinkedIn)
✓ Qualitative measurement. Is the buzz good or bad? Does a comment meet specified
criteria? (Positive or negative sentiments? Twendz)

54. Multi-Channel Measurement Strategy
Off Site Measurement Strategy
✓ Measuring the level of conversation (aka buzz) around a brand, product or service
(BuzzLogic, WhiteVector, BlogScope, BlogPulse, CrimsonHexagon, Google Trends,
Xtract, Twitter API tools).
✓ Measuring the level of influence of key individuals and their ideas. (IE Lance
Armstrong)
✓ Measuring the level of group participation in 3rd party sites. (FaceBook, LinkedIn)
✓ Measuring the level of engagement of individuals. (Twitter, FaceBook, LinkedIn)
✓ Qualitative measurement. Is the buzz good or bad? Does a comment meet specified
criteria? (Positive or negative sentiments? Twendz)
On Site Measurement Strategy
✓ Measuring on site metrics (reach, engage, activation and nurture) with web analytics
and related CRM tools. (Omniture, Snoobi, Google Analytics, Salesforce, Eloqua)

55. Multi-Channel Measurement Strategy
Off Site Measurement Strategy
✓ Measuring the level of conversation (aka buzz) around a brand, product or service
(BuzzLogic, WhiteVector, BlogScope, BlogPulse, CrimsonHexagon, Google Trends,
Xtract, Twitter API tools).
✓ Measuring the level of influence of key individuals and their ideas. (IE Lance
Armstrong)
✓ Measuring the level of group participation in 3rd party sites. (FaceBook, LinkedIn)
✓ Measuring the level of engagement of individuals. (Twitter, FaceBook, LinkedIn)
✓ Qualitative measurement. Is the buzz good or bad? Does a comment meet specified
criteria? (Positive or negative sentiments? Twendz)
On Site Measurement Strategy
✓ Measuring on site metrics (reach, engage, activation and nurture) with web analytics
and related CRM tools. (Omniture, Snoobi, Google Analytics, Salesforce, Eloqua)
The Point?
Use offsite KPIs to validate future campaigns and compare offsite lift with onsite success.

56. Off Site KPIs
Radio Shack (Benchmarks for future campaigns)

57. Off Site KPIs
Radio Shack (Benchmarks for future campaigns)

58. Off Site KPIs
Radio Shack (Benchmarks for future campaigns)

59. Off Site KPIs
Radio Shack (Benchmarks for future campaigns)

60. Off Site KPIs
Radio Shack (Benchmarks for future campaigns)
(Left) Search Volume index = 2.00 levelled out at 1.00
(increase of approx 100% over campaign)
(Bottom left) Blog post index .0100 peak .0040 average (over
July/Aug) (increase over campaign period approx 100%)
(Below right) Positive comment index 37%

61. REACH ENGAGE ACTIVATE NURTURE
Livestrong.com Radio Shack Buy a product
Website
Campaign Newsletter
D Google Twitter
Search
I Pages (BT) Demo a
(free)
G FaceBook product
I Paid Normal
T Search Website Download
A Free PR
CRM offers
(with trail) More info
L
Bloggers
Paid PR
Shopping Cart Register to
Funnel media
Charity partners
Printed Tour De France
Press
POS Buy a product Sending
O Material Catalog
F Billboards
F
L Order
Retail Catalog
I Catalog
TV outlets Tour De France
N
E follow up offers
Telesales
Radio

62. The Results (if things went badly)
500K more visitors
Poor conversion (2.2%)*
With AOV ($300)**
Approx - $3,300,000
In ONE MONTH!
Lance Armstrong may have resulted in a lift of over $3M for RadioShack.
* Based on fireclick.com 2.2 average conversion rate for electrical goods.
** Conservative estimate

63. Contact us
Analysis (in it’s many forms) helps you learn
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and taking action based on that analysis
solutions that bring results.
continuously improves your business results.
Our job is to make sure that we plan and define the
Our job is to help you succeed in doing these
right digital activities to generate ROI.
two things well.
Visit http://www.frantic.com
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Contact:
maarten.patteeuw@frantic.com
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