Social-media luncheon

Canberra Humans
Results Summary Report

Background
---Canberra Humans is a group of individuals who all have a flair for telling stories and love discovering and
sharing new things. All members of the group are passionate (and well connected) Canberrans.
The group was formed from the 101 Local Humans group which was established by VisitCanberra to
promote Canberra and the local area. Together with VisitCanberra the 101 Local Humans developed the
Human Brochure, an innovative online brochure comprised of sustained social media posts. The Human
Brochure campaign ran from May 2014 to June 2015. During that period the impact of the 101 Humans
was estimated to have uplifted Canberras tourist vists in 2014/15 by 7%. VisitCanberra saw the Human
Brochure campaign as a vital tool in delivering its domestic marketing strategy. Although our association
with VisitCanberra has now ended the group of Humans is still very active.

Our Assignment with Muse

------Owners Paul Eldon and Dan Sanderson invited
ten of the Canberra Humans to lunch to
experience Muse - an innovative new venture
in Canberra's burgeoning hospitality and cultural
scene.
The objective of the group was to sample the best
that Muse had to offer and openly and honestly
share it with our social networks. In doing so the
assignment would allow Muse to benefit from
the most effective, but at the same time also the
hardest to acquire form of marketing; word of
mouth. According to Nielsen, 92% of consumers believe recommendations from friends and family over all
forms of advertising.
Muse had only been operating for two weeks at the time of the lunch (15th September 2015) and Paul also
gave us free reign to provide a warts and all review. This openness (and willingness of both Paul and Dan to
share their time with us) gave the assignment the best chance of success.

Results
---The impact of the activity by the
group of ten humans generated
34,556 impressions (the number of times
users saw the message on Twitter/Facebook/Instagram.
Impressions is an imperfect measure as it does not take
into account duplication but takes some account of
amplification (where the message is retweeted or
shared). It is the best measure available at the moment
though and has added credibility in this instance as
messages came from individuals (rather than an
organisation placing paid for advertising) and so carried
more credibility and believability.
A full breakdown of activity is included at the end of this
report.

Social media is a place where brands can act like people do, and this is
important because people like doing business with other people; not with
companies.

Jayson DeMers (Forbes)

To give the size of this reach some context the Canberra Times has a daily readership (Monday-Friday) of
24,000 people per day and a half page advertisement (at rate card) is $6,913. The advantage of
communicating in this way both in terms and reach, cost effectiveness and believability is therefore clear.

Conclusion
---Canberra Humans really enjoyed meeting Dan
and Paul. It was fabulous as influencers for
everyone to experience Muse and I believe the
interest and awareness generated by the activity
will have a postive impact both in the short,
medium and long term for visitors to Muse. I am
sure I speak for everyone involved that it will
also form a long term relationship between the individuals in the dining group and Muse generally. I hope
we can work together on other projects in the future and we will continue to watch the increasing success
of Muse with close interest.

Trevor Hickman (September 2015)

engagement
rate

retweets

replies

favourites

8.70%

10 10.60%

818

39

4.80%

https://twitter.com/TrevorHickman/status/643622846376341504

56

3.60%

https://twitter.com/TrevorHickman/status/643621337936719872

66

9.10%

https://twitter.com/TrevorHickman/status/643618575379529730

526

24

4.60%

https://twitter.com/In_The_Taratory/status/643769070983122945

2,557

0.20%

https://twitter.com/In_The_Taratory/status/643766733887565824

2,557

0.00%

https://twitter.com/EVimalasiri/status/643632716328665089

215

2.80%

https://twitter.com/EVimalasiri/status/643623361151635456

215

10

4.70%

impressions

engagements

TWITTER

https://twitter.com/TrevorHickman/status/643930796131151872

23

https://twitter.com/TrevorHickman/status/643658502817234945

94

https://twitter.com/TrevorHickman/status/643641685864415233

Link
Followers
325

2557

215

Trevor

Tara

Emilia

4
1

369

Jonathan https://twitter.com/jmcfeat/status/643929563160973312

369

1.10%

436

Sophia

436

2.10%

https://twitter.com/XpatriateGames/status/643690737477947392

retweets

10

0.30%

Elias

https://twitter.com/Elias_Hallaj/status/643634622602047488

396

Fran

https://twitter.com/FranTapia_cbr/status/643935044298539009

80

https://twitter.com/FranTapia_cbr/status/643683634516393984

12 15.00%

1326

56

4.22%

11

701

12

1.71%

282

21

7.45%

14

https://twitter.com/CBRFoodie/status/643651282696179713

3460

0.09%

https://twitter.com/CBRFoodie/status/643624988713447424

3460

0.14%

https://twitter.com/crazybrave/status/643635983154593792

134

5.97%

https://twitter.com/crazybrave/status/643625768321314816

139

2.16%

701

Kaet

282

So Frank https://twitter.com/sofranksocial/status/643613578155663360

3460

2701

CBR
Foodie

Zoe

favourites

engagement
rate

3,157

3157

replies

engagements

Link

impressions

https://twitter.com/CiderTeak/status/643635153986715648

211

1946
436

0.00%

490

0.60%

490

0.00%

490

14

2.20%

211

0.00%

1,946

0.30%

436

0.00%

favourites

Elias
CBR
Foodie

https://www.facebook.com/photo.php?fbid=10155249199606515
&set=a.10151807776866515.528116.601411514&type=1&theate
r
https://www.facebook.com/CBRfood/photos/pcb.4745975627252
06/474596709391958/?type=1&theater

replies

Kaet

https://www.facebook.com/photo.php?fbid=919567041457176&s
et=a.150664521680769.38970.100002116663442&type=1&theat
er

490

retweets

Zoe

engagement
rate

644

Serina

engagements

490

Link
https://www.facebook.com/weekendparent/photos/a.6374917429
78918.1073741827.635970773131015/979518132109609/?type
=1&theater
https://www.facebook.com/weekendparent/photos/a.6374917429
78918.1073741827.635970773131015/979518195442936/?type
=1&theater
https://www.facebook.com/weekendparent/photos/a.6374917429
78918.1073741827.635970773131015/979405715454184/?type
=1&theater
https://www.facebook.com/photo.php?fbid=10153603727661407
&set=a.10151020402006407.474251.773136406&type=1&theate
r

impressions

Facebook

14

189

2098

Weeken https://www.facebook.com/weekendparent/photos/a.637491742978918.
d Parent 1073741827.635970773131015/979518132109609/?type=1&theater

282

0.00%

https://www.facebook.com/weekendparent/photos/a.637491742978918.
1073741827.635970773131015/979518195442936/?type=1&theater

161

0.00%

https://www.facebook.com/weekendparent/photos/a.637491742978918.
1073741827.635970773131015/979405715454184/?type=1&theater

434

0.00%

In the
https://www.facebook.com/InTheTaratory/photos/pcb.120464801
Taratory 6218218/1204647959551557/?type=1&theater

2098

22

1.05%

22

664

94

Tara

624

0.00%

https://instagram.com/p/7oyATXM4-h/?taken-by=in_the_taratory

624

0.00%

Emilia

https://instagram.com/p/7or4Ccxhax/

664

15

2.30%

15

https://instagram.com/p/7owIb9xhQt/?taken-by=whats_eating_em

664

21

3.20%

21

Trevor

15 16.00%

15

https://instagram.com/p/7ouBo-wFgm/?taken-by=trevorhickman

94

favourites

engagement
rate

624

replies

engagements

https://instagram.com/p/7opq1nM4z1/?taken-by=in_the_taratory

Link

retweets

impressions

Instagram

engagement
rate

Elias

https://instagram.com/p/7oxAHGQ7WF/?taken-by=elias_hallaj

705

23

3.30%

23

220

Serina

https://instagram.com/p/7oq7jvL9TJ/?taken-by=msfrugalears

220

17

7.70%

17

https://instagram.com/p/7otGpvr9WD/?taken-by=msfrugalears

220

13

5.90%

13

https://instagram.com/p/7pcuCxr9f5/?taken-by=msfrugalears

220

12

5.50%

12

https://instagram.com/p/7pc9TcL9QP/?taken-by=msfrugalears

220

18

8.20%

18

8.20%

57

696

Kaet

https://instagram.com/p/7ov613qRNY/?taken-by=cider_teak

696

57

441

Zoe

https://instagram.com/p/7oxn1lO4j6/

441

15

https://instagram.com/p/7ou3jjO4gj/

441

19

https://instagram.com/p/7op80lu4pl/

441

18

Persiscope (online live streaming)

83 views

10:56
Duration

replies

favourites

engagements

705

Link

retweets

impressions

41:09
Time
watched