Application Case 5.10 (Continued) •Users of the social media applications on Lollapalooza.com spent twice as much as nonusers. •Over 66 percent of the traffic referred from Facebook, MySpace, and...

Application Case 5.10 (Continued)

•Users of the social media applications on

Lollapalooza.com spent twice as much as nonusers.

•Over 66 percent of the traffic referred from

Facebook, MySpace, and Twitter was a result of sharing applications and Lollapalooza’s messaging to its fans on those platforms.

•Fan engagement metrics such as time on site, bounce rate, page views per visit, and interaction goals improved significantly across the board as a result of social media applications.

1. How did C3 Presents use social media analytics to improve its business?

2. What were the challenges, the proposed solution, and the obtained results?