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Michael Durwin
Social Media Case Studies
UPDATED: SEPT 14, 2016
Michael Durwin
DURWIN
MICHAEL
INNOVATION, DIGITAL &
SOCIAL MEDIA STRATEGIST
Michael Durwin
1
SOCIAL MEDIA CAMPAIGN:
1995
BRAND FAN PAGE
WEBSITE VIDEO
BRAND MYSPACE PAGE
BRAND VIDEO ON YOUTUBE
CHARAC...
Michael Durwin
BERMUDA TOURISM•HBO•
MASSGENERAL HOSPITAL•

STOLI•NBC•AMAZON•SFO•

MICROSOFT•COCA COLA•

ABCNEWS•BOSTON BRU...
Michael SOCIAL MEDIA EXPERTISE
STRATEGY/IDEATION
CAMPAIGNSPAID MEDIA/CREATIVE
COMMUNITY MANAGEMENT
ANALYTICS, LISTENING, R...
Michael
Fuseideas launches 1st
carousel ad for Big Sky
Aug 2015
11,124 Website clicks
9.69% CTR

176,404 Impressions
July ...
Michael VISIT BIG SKY: PAID FACEBOOK
7.91% CTRtop ad click through rate
5,575,682total ad impressions
72,736leads driven t...
Michael
CPC
0
0.35
0.7
1.05
1.4
1.32
0.57
0.5
0.43
0.38 0.35
0.16
0.08
0.17
0.05 0.03
0.11
0.03 0.05 0.05 0.02
VISIT BIG S...
Michael
CTR
0
2.5
5
7.5
10
0.74
1.2
1.94
1.47 1.17
1.81
4.33
7.91
7.53
8.02 8.18 8.45
7.72
8.35
7.98
9.96
VISIT BIG SKY: P...
Michael GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
39,664,570campaign impressions
10,968campaign mentions
21,387...
Michael EARTH SHOES: PAID FACEBOOK ADS
10.56%Top CTR
20,362Conversions in 4 months
Michael
10%+
submissions over goal
WASHINGTON DC TOURISM: UNION STATION TAKEOVER
02:35
free media from The Today Show & GMA
Michael
2,068,304
impressions across all channels in one month
WASHINGTON DC TOURISM: INSTAGRAM/FACEBOOK CONTEST
Michael NATIONAL GEOGRAPHIC: PAID FACEBOOK ADS FOR FACEBOOK APP
43%increase in downloads
10,314-14,804 downloads
Michael
1500%increase in engaged Facebook users
750%increase in Facebook Likes
2,000-32,000 people/mo
12,617-107,350 Likes...
Michael MASS GENERAL HOSPITAL PEDIATRIC & ADULT ADHD
CTR: 5.02%
CPC: $0.10
Goal: study participant
acquisition
Michael
29%increase in Facebook followers (Y/Y)
VISIT SANTA FE: AGENCY OF RECORD
31%increase in Twitter followers (Y/Y)
16...
Michael VISIT SANTA FE: PAID FACEBOOK CONTENT
5.14% CTRtop ad click through rate in first month
2,063,766total ad impressi...
Michael VISIT SANTA FE: BLOGGER OUTREACH KIT
722,863
impressions from 52 blogger posts
Michael
CTR: 5.89%
CPC: $0.11
Goal: App downloads
HARTSFIELD-JACKSON ATLANTA INTERNATIONAL AIRPORT
Michael
1,341,950potential campaign impressions
BOSTON USA: RESTAURANT WEEK CAMPAIGN
400Instagram submissions
550+hashtag ...
Michael WILLIAM PATERSON UNIVERSITY
CTR: 2.65%
CPC: $0.09
Goal: Applications
Michael VIRGINIA COMMONWEALTH UNIVERSITY
CTR: 4.88%
CPC: $0.10
Goal: Seminar Registration
Michael RADFORD COLLEGE
CTR: 2.77%
CPC: $0.17
Goal: MBA Applications
Michael SPEAKING PRESENTATIONS - ONLINE VIEWS: 28,434
Michael CREATOR: POTENTIAL HUMAN REACH™ - TWITTER ANALYSIS TOOL
Michael CREATOR: COPERNICUS - ANALYTICS AGGREGATING DASHBOARD
Michael Durwin
THANK YOU
MICHAEL DURWIN
MDURWIN@GMAIL.COM
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Social Media Work

  1. 1. Michael Durwin Social Media Case Studies UPDATED: SEPT 14, 2016
  2. 2. Michael Durwin DURWIN MICHAEL INNOVATION, DIGITAL & SOCIAL MEDIA STRATEGIST
  3. 3. Michael Durwin 1 SOCIAL MEDIA CAMPAIGN: 1995 BRAND FAN PAGE WEBSITE VIDEO BRAND MYSPACE PAGE BRAND VIDEO ON YOUTUBE CHARACTER TWITTER INVENTED POTENTIAL HUMAN REACH™ ST
  4. 4. Michael Durwin BERMUDA TOURISM•HBO• MASSGENERAL HOSPITAL•
 STOLI•NBC•AMAZON•SFO•
 MICROSOFT•COCA COLA•
 ABCNEWS•BOSTON BRUINS•
 DECATHLON SPORTS•ESPN•
 DISNEY•REEBOK•FOX•NATGEO•
 AMC•CME GROUP•HOME DEPOT
 BLUE CROSS BLUE SHIELD•
 DELOITTE•COMCAST•JJILL•
 FOOD NETWORK•MDA•THULE • PARTNERS HEALTH•NOKIA•
 NATURE PUBLISHING•NEW BALANCE•BIOGEN•AMEX•
 FIDELITY•DENTAQUEST•BOSE
  5. 5. Michael SOCIAL MEDIA EXPERTISE STRATEGY/IDEATION CAMPAIGNSPAID MEDIA/CREATIVE COMMUNITY MANAGEMENT ANALYTICS, LISTENING, RESEARCH INFLUENCER OUTREACH
  6. 6. Michael Fuseideas launches 1st carousel ad for Big Sky Aug 2015 11,124 Website clicks 9.69% CTR
 176,404 Impressions July 2016 Fuseideas 1st Facebook campaign for Big Sky focused on winter activities using professional photography and client- defined targeting parameters In a test against professionally shot video, our consumer- generated, iPhone- filmed bison traffic blocker ad outperformed the pro- shot video ad by 5-to-1 The introduction of wildlife, initially as a background element, led us to discover a preference for wildlife over human activities Video ads are introduced on Facebook Dec 2014 4,234 Website clicks 1.36% CTR
 361,883 Impressions June 2015 Canvas ads launch May 2016 Fuseideas launches 1st Instagram ad for Big Sky Sept 2015 VISIT BIG SKY: PAID FACEBOOK
  7. 7. Michael VISIT BIG SKY: PAID FACEBOOK 7.91% CTRtop ad click through rate 5,575,682total ad impressions 72,736leads driven to website
  8. 8. Michael CPC 0 0.35 0.7 1.05 1.4 1.32 0.57 0.5 0.43 0.38 0.35 0.16 0.08 0.17 0.05 0.03 0.11 0.03 0.05 0.05 0.02 VISIT BIG SKY: PAID FACEBOOK
  9. 9. Michael CTR 0 2.5 5 7.5 10 0.74 1.2 1.94 1.47 1.17 1.81 4.33 7.91 7.53 8.02 8.18 8.45 7.72 8.35 7.98 9.96 VISIT BIG SKY: PAID FACEBOOK
  10. 10. Michael GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN 39,664,570campaign impressions 10,968campaign mentions 21,387votes 1322% 37.4% increase in Facebook followers increase in Twitter followers
  11. 11. Michael EARTH SHOES: PAID FACEBOOK ADS 10.56%Top CTR 20,362Conversions in 4 months
  12. 12. Michael 10%+ submissions over goal WASHINGTON DC TOURISM: UNION STATION TAKEOVER 02:35 free media from The Today Show & GMA
  13. 13. Michael 2,068,304 impressions across all channels in one month WASHINGTON DC TOURISM: INSTAGRAM/FACEBOOK CONTEST
  14. 14. Michael NATIONAL GEOGRAPHIC: PAID FACEBOOK ADS FOR FACEBOOK APP 43%increase in downloads 10,314-14,804 downloads
  15. 15. Michael 1500%increase in engaged Facebook users 750%increase in Facebook Likes 2,000-32,000 people/mo 12,617-107,350 Likes $93,228.66total budget 144,737,389total impressions BERMUDA TOURISM: AGENCY OF RECORD
  16. 16. Michael MASS GENERAL HOSPITAL PEDIATRIC & ADULT ADHD CTR: 5.02% CPC: $0.10 Goal: study participant acquisition
  17. 17. Michael 29%increase in Facebook followers (Y/Y) VISIT SANTA FE: AGENCY OF RECORD 31%increase in Twitter followers (Y/Y) 1601%increase in Instagram followers (Y/Y) 40%increase in Pinterest followers (Y/Y) 46%increase in YouTube subscribers (Y/Y) 97%increase in blog views (Y/Y)
  18. 18. Michael VISIT SANTA FE: PAID FACEBOOK CONTENT 5.14% CTRtop ad click through rate in first month 2,063,766total ad impressions 31,450leads driven to website 9.15% CTRtop post click through rate
  19. 19. Michael VISIT SANTA FE: BLOGGER OUTREACH KIT 722,863 impressions from 52 blogger posts
  20. 20. Michael CTR: 5.89% CPC: $0.11 Goal: App downloads HARTSFIELD-JACKSON ATLANTA INTERNATIONAL AIRPORT
  21. 21. Michael 1,341,950potential campaign impressions BOSTON USA: RESTAURANT WEEK CAMPAIGN 400Instagram submissions 550+hashtag mentions 25%increase in followers 2,000+likes and comments
  22. 22. Michael WILLIAM PATERSON UNIVERSITY CTR: 2.65% CPC: $0.09 Goal: Applications
  23. 23. Michael VIRGINIA COMMONWEALTH UNIVERSITY CTR: 4.88% CPC: $0.10 Goal: Seminar Registration
  24. 24. Michael RADFORD COLLEGE CTR: 2.77% CPC: $0.17 Goal: MBA Applications
  25. 25. Michael SPEAKING PRESENTATIONS - ONLINE VIEWS: 28,434
  26. 26. Michael CREATOR: POTENTIAL HUMAN REACH™ - TWITTER ANALYSIS TOOL
  27. 27. Michael CREATOR: COPERNICUS - ANALYTICS AGGREGATING DASHBOARD
  28. 28. Michael Durwin THANK YOU MICHAEL DURWIN MDURWIN@GMAIL.COM

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