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Hitwise Intelligence - Heather Hopkins - UK
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Lil Chris Case Study on Impact of Social Networks
December 08, 2006
I did some analysis on Hitwise to try to understand where and how Lil Chris, a UK solo pop rock artist that rose to fame earlier this year, became known. The case study offers a great example of the impact social networks (Bebo and MySpace in particular) can have on up and coming artists.
The following chart shows the remarkable growth in visits to the Lil Chris website. We started registering visits to the Lil Chris website in the week ending 5th August 2006 and to use Malcolm Gladwell's terminology from the Tipping Point, visits to the website tipped in the week to 9th September 2006.
The following chart shows the share of upstream visits to LilChris.co.uk that came from social networks and from search engines. Early on, before the website tipped, social networks (MySpace and Bebo in particular) accounted for 64% of site visits. The proportion of the site's own traffic coming from social networks and search engines met in September - the week after visits tipped. As Lil Chris developed a "brand" and consumers were increasingly googling Lil Chris, search engines became a more important source of visits. When Lil Chris was relatively unknown, social networks were a far more important source of visits.
Again back to Gladwell's terminology, in the case of Lil Chris, the mavens were on social networks. Search engine traffic came with mainstream awareness.
Thanks to Antony Mayfield for encouraging me to post this.
Also, I did a similar post on the rise of the Artic Monkeys last year.
Posted by Heather Hopkins at 12:59 PM
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Comments
Great post Heather. I read an article recently claiming that social networks were overvalued in their role of promoting unsigned artists. That may be true in some cases but the Lil Cris case study is a good example of how they can help and that simply wasn't available a few years back.
Andy, NMA.
Posted by Andrew McCormick | December 8, 2006 06:05 AM
lil chris is SSSSSSSSSSSSOOOOOOOOOOOOOO
FFFIIIIITTTTTTTTTTTTTTTTTTTTTTTTT!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!11!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Posted by star | December 14, 2006 11:11 AM
lil chris is so cute, i think he is a brilliant singer and dancer n most of all he is gd lookin!
Posted by shannon | December 19, 2006 07:33 AM
Hey,
Lil Chris kicks ass! There are a lot of Canadian fans but he's not touring here or selling his album. I really think that they should sell his album here because I went shopping and went to Music World and asked them if they are selling Lil Chris cds and they said they didn't, but people have been asking. There's a petetion on myspace made by a guy who is trying to get everyonw from Canada to sign it so Chris would come tour in Canada. Here's the link www.myspace.com/lilchris2canada I'm crazy about it. I even make pictures to advertise! Teenagers want him in Canada!
Posted by Christine Little | December 28, 2006 07:33 PM
lil chris is sooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo fitttttttttttttttttttttttttttttttttttttttttttttt and he is cheeking it out i love him soooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo much love you chris baby
Posted by sarah grocott | January 16, 2007 11:58 PM
lil chri i woul go out wid him any day i lve im he is ssssssssoooooooooooooooooooooooooooooo fit and cut by naomi bell xXxXxXxXx
Posted by naomi | January 18, 2007 12:43 AM
lil chri i woul go out wid him any day i lve im he is ssssssssoooooooooooooooooooooooooooooo fit and cut by naomi bell xXxXxXxXx
Posted by naomi | January 18, 2007 12:44 AM
hiya lil chris i'm a real big fan of your's and i would like to meet u one day i think u r so cute and i would like to give u a kiss
love from rachel
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Posted by rachel taylor | February 1, 2007 08:50 AM
hiya lil chris i'm a real big fan of your's and i would like to meet u one day i think u r so cute and i would like to give u a kiss
love from rachel
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Posted by rachel taylor | February 1, 2007 08:51 AM
hiya lil chris i think u r sooooooooooooooo
fiiiiiiiiiiiiiiiit and sooooooooooooooooooooooooooooooooooo
cute and i would like to kiss u 1 day
hope we meet 1 day love from
rachel taylor xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
Posted by rachel taylor | February 1, 2007 08:56 AM
Listen up,
Gene Simmons rock school was very inspriation and if your going to diss it i think you should be dissed, lil chris should totally tour canada because there is more fans here then in england!!!1
Posted by Jason | February 7, 2007 01:06 PM
hiy i love lil'chris2 he is SOOOOOOOOOOOOOOOOOOOOOO FFFFFFFFFFFFFIIIIIIIIIIIIIIIIITTTTTTTTTTTTTTTTTTTTTTT i love all of his song hey if u want to talk to me more hear my addy: emma.l.simpson@hotmail.com if u add me i'll be ur friend 4 life and that a proimse well g2g c u around plzzz do add me and i talk to u load i'm on line like all the time so i'll c u thre just got to say i love lil'chris soooooooo much can't wait for his new song to come out byyyyyyyyyyyyyyyyyye
Posted by EMMY | February 12, 2007 01:18 AM
lil-chris is so fkin f9 y is he so hot awwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww he is so damn bloody fine !!! lil-chris av u got msn rite ur addy on ea plzzzzzzzzzzzzzzzzzzzz xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx we lv u lil' chris x mwah mwah xxxxxxxxxxxxxx
Posted by laydee-tink is coshaaaaa!?! | March 8, 2007 07:44 AM
lil chris, i went to your school but left in yr4.
maybe we could meet up some time?
ash
Posted by ash.l | April 11, 2007 09:22 AM
i am lil chris"s biggets fanes i hav met him i have oics and postrs i have he cd 1 4 listenin 1 4 collectin u cant beat me at bein his fan and there r more fans in englland
Posted by Anonymous | April 13, 2007 12:52 AM
HELLO LIL CHRIS ROCK HE HAS MADE IT SOO WELL FOR A 16 YEAR OLD OH AND HES FIT :P
Posted by mollie | April 13, 2007 06:04 AM
hi lil chris you are the best in the hole wide world i hope i can meet you soon because all my mates all love mcfly but i love you the best and you are so fit i love your songs and everything about you you are so sweet and kind and funny you are all over my space but most off all i wish you were my boyfriend i hope you emai back lots and lots of love deanna xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Posted by deanna | April 14, 2007 09:41 AM
lil' chris is soooo fit it is unbelievable all my mates think that im wierd cause they say im obsesed about him how could you not
Posted by kirsty | April 24, 2007 09:17 PM
hi chris wen im 17 im comin 2 c u i realy like u i think ur sweet i would lov 2 be mates wid u 4 ever and ever loads n loads of lov kaley xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Posted by kaley | April 30, 2007 10:56 AM
hiya lil christ lv ya think you music is great see you @ didcot girls school and think you is fit
love chelsea
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Posted by chelsea | May 1, 2007 11:44 PM
I think lil chris is fantastic, I ♥ him!! He should go on tour to another continents not only europe, if ever comes he have to come to Mexico!!! We ♥ Lil chis in here !!!
Besos y un saludo.
Posted by Ale | May 15, 2007 04:11 PM
Really good stuff, Heather... but don't forget that Lil Chris (and I'm not down wiv da kids - so this may be incorrect) came from the awful TV series with Gene Simmons from KISS turning school kids into rock stars so there would have been some w-o-m awareness beforehand. But interesting case study all the same.
Posted by Simon Collister | December 8, 2006 05:29 AM