An overview of the tracking techniques and tools used for the 7 Days in Sydney campaign created by Daemon Digital for Tourism New South Wales.

1. MeaSureMent and Monitoring
of a Social Media caMpaign
7 DayS IN SyDNEy
Background challenge Strategy reSultS
With the youth market already contributing 37% Social Media is no different from any other Tracking the TNSW 7 Days in Sydney campaign Collectively, the tracking and measurement of the
of international visitor arrivals in New South marketing activity for business in that it needs called for a multiple pronged tracking strategy campaign has allowed TNSW significant insight
Wales, Tourism NSW were keen to further to be tracked and measured to ensure value to marry measurement back against TNSW’s into the success of the campaign to date. The
encourage young travellers to visit Sydney and against objectives. What is different, is both the overall brand objectives and key messages. tracking measures include:
extend their stay. The sole medium for this style of the communications and the plethora of
In order to glean an overall brand perception, – Increased number of followers
engagement was through digital channels, and tools available to complete this tracking – many
Daemon Digital first created a query framework – Followers by region
more specifically, through Social Media. To this of which are still to be proven due to the relative
and key word search against TNSW’s key – Page views
end, Daemon Digital developed the ‘7 Days in infancy of the channel by comparison to more
messages run through a crawler system tracking – Impressions and reach
Sydney’ campaign. traditional media options.
over 6 million conversations of web chatter – Mentions
The ‘7 days in Sydney’ campaign cast two Social Media allows us to have conversations across blogs, wikis, forums and networks. From – Sentiment
young travellers, one English and one Irish, – this as a means of communication is a much this, an eco-system of activity was created – Video views, favourites, likes and comments
to come to Sydney and experience a range more complex channel to track as messages across each key message area to establish
Facebook, which was used as the fulcrum
of activities and visit the iconic symbols and are two, or multi directional. Because of this, levels of activity and sentiment around these.
for this campaign has more than doubled its
areas that New South Wales is, or would there is a need for these to be tracked both
Using a combination of free tools, Daemon Digital fans since the start of the campaign. Ongoing
like to be, recognised for in this market. more frequently and using multiple approaches
established more specific trackers against the measurement continues against the primary
These experiences were recorded in written, due to idiosyncrasies across social media
content creation from ‘7 Days in Sydney’ and the objective of increasing the number of travellers
photographic and video, creating the content to platforms set ups and language.
identity ‘Sydney Sider’. Blogs, microblogs, videos to Sydney by air ticket tracking and the number
seed out in future months.
and engagement were tracked on a weekly basis, of nights stayed in hotels.
aggregated and expanded at specific points in the
campaign to give greater insight.
Daemon Digital – Case Study 1

2. Social Media activity By platforM
Fans of Sydney australia
Facebook have more than
doubled since the campaign
started.
Twitter posts by the participant
travellers created global traction.
Daemon Digital – Case Study 2

3. Social Media activity By platforM
The traveller participants daily
blog created growing new and
continued return visitors.
Footprint for
Tourism New
South Wales’ key
message grid was
established for future
measurement. The
footprint consisted
of sentiment,
connections,
influence and
comparative activity
by state.
Daemon Digital – Case Study 3