Wychwood Festival: Voice Case Study

Author:  Sylwia  Presley,  August  2010  

Voice

We are Voice. We are Oxford based social media consultancy servicing mainly non for profit sector: • We educate organisations on power and mechanisms of social media. • We apply social media marketing and fundraising practices to help them achieve their goals through personal relationships with supporters and donors. • We help them to take the lead in discussions around their brand. • We help organisations to discover the practical value of social media.

Vanessa Blake David Dixon Euan Semple Chris Denton Howard Lake Sylwia Presley Adrian Phillips

Introduction

Wychwood Festival takes place in June every year just outside Cheltenham. It is a firm favourite on the festival circuit and attracts artists of the calibre of Supergrass, Billy Bragg, Duffy and Seth Lakeman and has a reputation for being family friendly. About nine thousand people enjoyed the Festival in 2010, many of them regular visitors since the event began in 2005.

www.wychwoodfestival.com

General Insights Majority of conversations occurred during the event and during the week after the festival. Second day of event generated almost 50% less of conversations then the first day. First week after the event high volume of conversations continues, as people as still uploading their content (photos, videos, blog posts).

19   15   1  45  

117  

540  

163  

311  

659  

67  45  

13   2   2   7   1  26  

1   1   7  0  

100  

200  

300  

400  

500  

600  

700  

General WOM – Who?

40% of conversations was generated by the engaged ambassadors. 30 % of collected word of mouth was generated by press, however we had no information about twitter names of all press pass holders, so this number should be considered as an estimate.

40%  

30%  

30%  

ambassadors   press   other  

General WOM – Where?

When we looked at the types of social media where the conversations were created, we have found that almost a half of those was uploaded of photo sharing websites. Microblogging became second favourite activity of festival attendees.

15  

160  58  

722  1018  

8  

96  

Audio  sharing  

Blog  

Forum  

Microblogging  

Photo  sharing  

Social  Network  

Video  Sharing  

General WOM by topic

Please note: due to the restricted amount of time we had to simplify the topics and add photos and videos as a topic. Performances still remain the major topic of discussions.

0  

200  

400  

600  

800  

1000  

1200  

11   1   7   14   10   11   2   6   1   30   22   17   1   4   2   2  

779  

1063  

11   11   4   2   3   11  51  

1  

General WOM by topic

Apart from photos, videos and conversations about performances people shared feedback on the event, talked about food and camping. General topic stands for informative updates.

11  

1  

7  

14  10   11  

2  6  

1  

30  

22  

17  

1  4  

2   2  

11   11  

4  2   3  

11  

51  

1  0  

10  

20  

30  

40  

50  

60  

General WOM – Sentiment

Majority of content is neutral (Sentiment 1). Both positive (7%) and negative posts (1%) expressed personal feedback on performances, venue, food and camping.

NegaKve  1%  

Neutral  92%  

PosiKve  7%  

SenKment  -­‐1  

SenKment  -­‐2  

SenKment  -­‐3  

SenKment  2  

SenKment  3  

SenKment  4  

SenKment  5  

General WOM - Intent

All of the post expressing intent were positive, however the percentage of discussions containing intent was very small (1%).

no  intent  

quesKon  to  organisers  

call  to  aOend  next  year  

intent  to  act  

intent  to  aOend  next  year  

2  

4  

5   5  

0  

1  

2  

3  

4  

5  

6  

quesKon  to  organisers  

call  to  aOend  next  year  

intent  to  act   intent  to  aOend  next  year  

Examples of positive conversations

http://www.efestivals.co.uk/forums/index.php?s=0676c5b92a174589149e04474aabf826&showtopic=147596

http://www.irregularexpressions.co.uk/?p=149

http://www.facebook.com/GlosWhatsOn

http://www.wychwoodfestival.com/1292/wychwood-though-bloggers-eyes/

Examples of neutral conversations

http://twitter.com/benweblight/statuses/15624440050 http://twitter.com/BMWavesBlog/statuses/15561109815

http://twitter.com/colda/statuses/15714977379 http://twitter.com/dutchcloggie/statuses/15546104029

Examples of negative conversations

http://emergencybunny.blogspot.com/2010/06/wychood-festival-2010-round-up.html

http://www.efestivals.co.uk/forums/index.php?s=0676c5b92a174589149e04474aabf826&showtopic=147596

http://tweetphoto.com/25988012

http://technokitten.blogspot.com/2010/06/festival-season-has-begun-with-wychwood.html

Examples of conversations with feedback

http://twitter.com/Arcadiankicks/statuses/15570882481

http://twitter.com/DaisyChapman/statuses/15619695149

http://twitter.com/HedgeWatch/statuses/15629880276

http://twitter.com/festiduck/statuses/15617634579

Blogger engagement We have invited bloggers to use free press passes to attend the event and document it through various social media channels. Half of the engaged bloggers was chosen and contacted by Wychwood employees. Half of the passes was given away through Wychwood blog and Twitter account.

Blogger engagement The engaged bloggers generated 40% of discussions (465 units of conversation) about Wychwood Festival. Most of those discussions was neutral as it was designed to document the event. The bloggers used primarily Twitter, but provided the event with photo, video, audio and blog documentation too.

40%  

30%  

30%  

ambassadors   press   other  

1%  

87%  

12%  

NegaKve   Neutral   PosiKve  

20%  

65%  

3%  3%  

9%  

blog   microblogging   photo  sharing  

podcasKng   video  sharing  

Case studies – Connor, young blogger

http://www.wychwoodfestival.com/1292/wychwood-though-bloggers-eyes/

http://charliebrownesblog.wordpress.com/2010/06/14/summer-fun/

http://ipadio.com/phlogs/sylwiapresley/2010/06/06/Wychwood-6

http://www.youtube.com/user/Count0h#p/a/u/2/d9TSFScBDNU

Case studies – Morning gig

http://www.youtube.com/user/Count0h#p/u/17/Tdolg8W9lXA

http://ipadio.com/phlogs/sylwiapresley/Default.asp?page=2

http://www.flickr.com/photos/sylwiapresleyart/4674545492/in/set-72157624207733476/

http://twitter.com/HedgeWatch/statuses/15629864804 hOp://twiOer.com/zerolab/statuses/15545798489  

Contact

If you have any comments or would like to discuss this document with us, please contact:

Sylwia Presley E-mail: sylwiapresley@nfpvoice.com Mobile: 07850 138 178 Twitter: presleysylwia Skype: sylwia.presley