I worked as Associate Editor for online Adelaide-based magazine Kryztoff in early 2010. I’ve just written up a case study of sorts, seems more like reflection now… it’s my first one, so I welcome your feedback!
Kryztoff is an online Adelaide-based magazine, established in November 2009. It is aimed at young Adelaideans, aged between 18-35. Each edition covers four main areas, Music, Fashion, ADL5000 (arts/culture) and Film, and features a dozen aspiring writers and photographers.
During the 2010 Adelaide Fringe Festival, Kryztoff previewed about 100 shows, reviewed about 70 and photographed a number of events throughout the Festival.
The main aims in the early days of this web start-up were to increase awareness (and ultimately, readers) for Kryztoff, and drive more web traffic to the online publication.
The Way Forward
I employed a number of tactics to achieve these aims including:
- establishing Facebook, Twitter, Myspace, YouTube and WordPress pages
- running a short Facebook ad campaign (Jan-Feb 2010)
- running competitions/giveaways, and promoting these through Facebook/Twitter
- posting ‘sound bites’ from articles and their direct links on Facebook/Twitter
- posting videos interviews of artists visiting Adelaide during the Adelaide Fringe Festival on YouTube
- discovering/engaging with artists/bands on Myspace
- creating a WordPress blog where teasers/articles/photos can be posted immediately
- ensuring all messages across these platforms were consistent
Kicking Back With Tripod and Elana Stone during the 2010 Adelaide Fringe
A review of the insights/statistics from the Facebook page, YouTube channel, WordPress blog and Google Analytics of the Kryztoff domain over the period January – May 2010 shows that as a result of the strategy:
- Kryztoff grew its Facebook fan base from 1273 to 2606 (80 fans per week on average)
- Over 5400 videos were viewed on the Kryztoff YouTube channel
- Kryztoff demographic revealed a slight female skew (60:40), aged 18-40 and most living in Adelaide
- Over 100 posts on the WordPress blog generated over 2 000 unique hits
- The domain experienced a significant increase in traffic to the site (over 30%)
- Majority of these clicks were traced back to the Kryztoff Facebook page
These results indicate that I engaged the target demographic successfully, through this multi-platform approach. Unfortunately, Kryztoff had to scale back its operation in May 2010. Had Kryztoff continued engaging its existing and potential readers in this consistent manner, I strongly believe Kryztoff would have experienced strong growth during the winter months of 2010.