Planning and Development
A special section with custom content targeting options was created for the event and it had a featured link on the site’s main navigation bar. In addition to the editorial coverage, the section included a livestream player, social media integration (Twitter Feed) and a UGC component.
Extensive Feature and On-site Content Coverage
From historic feature stories, useful tips, event schedules, to backstage interviews and pictures, the coverage of Calle Ocho provided the audience with up-close and entertaining content for two entire weeks.
Branding Elements
The section was branded with a colorful and vibrant background skin that reflected what Calle Ocho represents to the community. Local sponsors were given a prominent presence through the top graphic banner that included their logos. Homepage and rotating banners were also part of the branding campaign and linked users to the Callo Ocho main section.
Social Integration
The UGC (User Generated Content) module was incorporated to both the desktop and mobile sites and allowed users to submit photos and videos from the event and the during the days after the Calle Ocho festival. Our editorial team then created slideshows with these photos and users were able to view and share those photos.
Facebook
Facebook was our #4 traffic source overall for the day and #2 referrer with 434 hits. These 2 were way ahead of the #3 (Telemundo.com with 86).
Photos views were in the mid 10k’s for just one single section of photos (we had a few) and “People talking about our page” increased 53%.
Close to 63% of visitors coming from Facebook into the site were new visitors.
Close to 63% of visitors coming from Facebook into the site were new visitors.
From referrals twitter was the #1 referral. Twitter users spent the most time on the site (8 min average).
One March 4th we had 2 referrers from twitter. On March 11, 2012 (day of the event) we had 506.
Our hashtag #calle8 made it easy for people searching information on calle8 to find us. It was trending on the event (including being the top trending topic for Miami at one point). In fact other stations picked up on it after the fact.
Results
• Telemundo51.com had 51,126 pageviews and 3,004 unique visitors on the actual day of the event.
• 20,000 more page views than a typical Saturday or Sunday.
• The unique visits were in the top 10 best days since launch, and our highest day since Feb. 14th.
• 50% of our visitors were new.
• 1,000+ visitors came from social media referrals.
• On average, users spent 6 min. 37 sec. on site and viewed 13 pages.
• On March 11th only, the Calle Ocho page had 12,000 pageviews.
• The live stream had 2,500 pageviews, 930 unique viewers and 227 active visits at the same time.
• We delivered over 72,000 impressions for client ads in 9 days leading up to the event.
• 1,000+ visitors came from social media referrals.
• On average, users spent 6 min. 37 sec. on site and viewed 13 pages.
• On March 11th only, the Calle Ocho page had 12,000 pageviews.
• The live stream had 2,500 pageviews, 930 unique viewers and 227 active visits at the same time.
• We delivered over 72,000 impressions for client ads in 9 days leading up to the event.
