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SUPER Social Media
Social Media
Campaigns That Soar
to Success!
Land of Lincoln Webinar #3
April 29, 2014
Super Social Media Social Promotions Case Studies
Get these slides here::
http://sarahtpage.com/LandOfLincoln-Super-Social/
CASE STUDY
#1
Facebook
Sweepstakes
WHY • Create awareness of
Night In Old
Fredericksburg event
• Grow Facebook
fanbase
• Increase Facebook
engagement
HOW
• Used WooBox to
create Facebook
sweepstakes tab
• Required page like
• Offered VIP prize
package
• Promoted on
Facebook (July 1-19,
2013)
• Encouraged social
sharing
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
• Generated 198
entries
• Shared 120 times
on Facebook
• Increased Facebook
page likes by 32.5%
• Weekly engaged
users increased by
140%
CASE STUDY
#2
Pinterest/Facebook
Contest
WHY
• Inspire travel to the
Beaches of Fort
Myers and Sanibel
• Increase Pinterest
followers and
Facebook fans
• Increase PR about
the destination in
general
HOW
• Created Facebook
contest tab
• Users created a
Pinterest “Bucket List”
board
• Users posted their
Pinterest board URL on
contest tab to enter
• Required page like
• Entrants could also opt-
in to a newsletter and
share with friends
• Promoted on all social
channels & Facebook
ads during June of 2012
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
CASE STUDY
#3
60 Miles in 60 Days
Campaign
WHY
• Increase travel and
bookings during
“shoulder season”
(Sept. – Oct.)
• Increase web traffic on
VisitMyrtleBeach.com
• Increase reach and
fanbase on Facebook,
Pinterest, & Twitter
• Generate feature blog
posts
• Improve readership on
Visit Myrtle Beach blog
• Generate 200 contest
entries
HOW
• Blogger FAM trip
• “Pin To Win” contest
• “Trip Tuesday”
competition on blog and
Twitter
• Visit Myrtle Beach blog
series (50 posts on the
“secrets”)
• Secrets revealed daily on
Facebook and Twitter
• Microsite: “secrets” and
deals at
VisitMyrtleBeach.com/60days
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
• Accommodations taxes
increased in Sept/Oct
2012 over 2011
• Web traffic increased
25% over 2011
• 13 bloggers wrote 38
posts and reached 1
million readers
• Reach and fanbase grew
on all social media
channels
• Blog garnered 4k page
reads during the 60 days
• Generated 300 contest
entries
CASE STUDY
#4
#Ohiomemory Photo
Contest - Statigr.am
WHY • Increase awareness
and reach of newly
created Ohio Instagram
account
• Encourage followers to
share photos of fun
attractions and
destinations in Ohio
HOW
• Used Statigr.am as
contest platform
• Follow @Ohiogram on
Instagram
• Submit a photo of a
favorite Ohio travel
memory & tell why
• Tag @Ohiogram and
use the #Ohiomemory
hashtag
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
• 20,000 likes on photos
tagged with
#Ohiomemory
• 68,000 users reached
• 421 approved photos
entered
• 134 participants
• 10,000 contest page
views
CASE STUDY
#5
Downtown Raleigh
Bucket List Contest –
Instagram/Twitter
WHY • Help people discover
experiences in their
city
• Challenge people to
actually go do them
HOW
• Users complete a bucket
list item
• Take a picture of the
experience
• Upload photo to Twitter
and/or Instagram
• Tag @DTRBucketList and
use the #DTRBucketList
hashtag
• Prizes awarded for
completing bucket list
items
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
• Over 1,000 photos
submitted
• 18 people finished the
whole list
• Offline Media trying to
improve future
contests
• Working on improving
the technology
• Beginning to market
this product in other
cities
CASE STUDY
#6
Visit Austin, Texas
True Austin Ask a
Local Campaign
WHY
• Provide a local
perspective for visitors
on things to do
• Using the
experts/bloggers to
spread Austin’s
message through their
own networks as
ambassadors
HOW
• ACVB chose 6 locals
that represent Austin’s
experience
• Visitors ask questions
via Facebook, E-mail, or
Twitter (#trueaustin),
• Experts answer based
on their own personal
experience
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
• Austin visitors get
great local
recommendations
• In March 2013:
– 68 tweets
– 11 Facebook posts
– 32 E-mails
• In July 2013:
– 160 tweets
– 8 Facebook posts
– 18 E-mails
CASE STUDY
#7
Instagram /
Facebook Photo
Contest
WHY
Create awareness of
Bastrop’s “Buy It In
Bastrop” shop local
initiative
Promote the many ways
to enjoy downtown
Bastrop
Build a repository of
photos
Increase @BuyBastropTX
Instagram followers
HOW
Ran Dec. 1-31, 2013
Contest announced on
Facebook, Twitter, &
Instagram
Photos must depict
shopping, food, and fun
during the holidays
Must use
#BastropHolidays
Weekly winners
Fan vote for grand prize
$200 shopping spree in a
Bastrop store
Instagram
Promotional
Graphic
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS
Facebook likes
increased 29%
Instagram fans
increased 35%
126 contest entries
68 new photos to
promote downtown
Bastrop
CASE STUDY
#8
March Social Media
Awareness Month
WHY Solicit positive reviews
for downtown
businesses and
restaurants
Get the word out about
what Danville has to
offer residents and
visitors
HOW
Printed postcards and
distributed them to
downtown businesses
and stores
Postcard had
instructions on how to
write reviews on Yelp!
and Urban Spoon
Stores displayed them
at register or on tables
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
RESULTS Got some reviews
Didn’t promote the
campaign very much
Will revisit in 2014
Can I Help?
Call
Me!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
Thank You!
Questions?

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Super Social Media Social Promotions Case Studies

  • 1. SUPER Social Media Social Media Campaigns That Soar to Success! Land of Lincoln Webinar #3 April 29, 2014
  • 3. Get these slides here:: http://sarahtpage.com/LandOfLincoln-Super-Social/
  • 5. WHY • Create awareness of Night In Old Fredericksburg event • Grow Facebook fanbase • Increase Facebook engagement
  • 6. HOW • Used WooBox to create Facebook sweepstakes tab • Required page like • Offered VIP prize package • Promoted on Facebook (July 1-19, 2013) • Encouraged social sharing
  • 10. RESULTS • Generated 198 entries • Shared 120 times on Facebook • Increased Facebook page likes by 32.5% • Weekly engaged users increased by 140%
  • 12. WHY • Inspire travel to the Beaches of Fort Myers and Sanibel • Increase Pinterest followers and Facebook fans • Increase PR about the destination in general
  • 13. HOW • Created Facebook contest tab • Users created a Pinterest “Bucket List” board • Users posted their Pinterest board URL on contest tab to enter • Required page like • Entrants could also opt- in to a newsletter and share with friends • Promoted on all social channels & Facebook ads during June of 2012
  • 18. CASE STUDY #3 60 Miles in 60 Days Campaign
  • 19. WHY • Increase travel and bookings during “shoulder season” (Sept. – Oct.) • Increase web traffic on VisitMyrtleBeach.com • Increase reach and fanbase on Facebook, Pinterest, & Twitter • Generate feature blog posts • Improve readership on Visit Myrtle Beach blog • Generate 200 contest entries
  • 20. HOW • Blogger FAM trip • “Pin To Win” contest • “Trip Tuesday” competition on blog and Twitter • Visit Myrtle Beach blog series (50 posts on the “secrets”) • Secrets revealed daily on Facebook and Twitter • Microsite: “secrets” and deals at VisitMyrtleBeach.com/60days
  • 24. RESULTS • Accommodations taxes increased in Sept/Oct 2012 over 2011 • Web traffic increased 25% over 2011 • 13 bloggers wrote 38 posts and reached 1 million readers • Reach and fanbase grew on all social media channels • Blog garnered 4k page reads during the 60 days • Generated 300 contest entries
  • 26. WHY • Increase awareness and reach of newly created Ohio Instagram account • Encourage followers to share photos of fun attractions and destinations in Ohio
  • 27. HOW • Used Statigr.am as contest platform • Follow @Ohiogram on Instagram • Submit a photo of a favorite Ohio travel memory & tell why • Tag @Ohiogram and use the #Ohiomemory hashtag
  • 34. RESULTS • 20,000 likes on photos tagged with #Ohiomemory • 68,000 users reached • 421 approved photos entered • 134 participants • 10,000 contest page views
  • 35. CASE STUDY #5 Downtown Raleigh Bucket List Contest – Instagram/Twitter
  • 36. WHY • Help people discover experiences in their city • Challenge people to actually go do them
  • 37. HOW • Users complete a bucket list item • Take a picture of the experience • Upload photo to Twitter and/or Instagram • Tag @DTRBucketList and use the #DTRBucketList hashtag • Prizes awarded for completing bucket list items
  • 40. RESULTS • Over 1,000 photos submitted • 18 people finished the whole list • Offline Media trying to improve future contests • Working on improving the technology • Beginning to market this product in other cities
  • 41. CASE STUDY #6 Visit Austin, Texas True Austin Ask a Local Campaign
  • 42. WHY • Provide a local perspective for visitors on things to do • Using the experts/bloggers to spread Austin’s message through their own networks as ambassadors
  • 43. HOW • ACVB chose 6 locals that represent Austin’s experience • Visitors ask questions via Facebook, E-mail, or Twitter (#trueaustin), • Experts answer based on their own personal experience
  • 49. RESULTS • Austin visitors get great local recommendations • In March 2013: – 68 tweets – 11 Facebook posts – 32 E-mails • In July 2013: – 160 tweets – 8 Facebook posts – 18 E-mails
  • 51. WHY Create awareness of Bastrop’s “Buy It In Bastrop” shop local initiative Promote the many ways to enjoy downtown Bastrop Build a repository of photos Increase @BuyBastropTX Instagram followers
  • 52. HOW Ran Dec. 1-31, 2013 Contest announced on Facebook, Twitter, & Instagram Photos must depict shopping, food, and fun during the holidays Must use #BastropHolidays Weekly winners Fan vote for grand prize $200 shopping spree in a Bastrop store
  • 56. RESULTS Facebook likes increased 29% Instagram fans increased 35% 126 contest entries 68 new photos to promote downtown Bastrop
  • 57. CASE STUDY #8 March Social Media Awareness Month
  • 58. WHY Solicit positive reviews for downtown businesses and restaurants Get the word out about what Danville has to offer residents and visitors
  • 59. HOW Printed postcards and distributed them to downtown businesses and stores Postcard had instructions on how to write reviews on Yelp! and Urban Spoon Stores displayed them at register or on tables
  • 62. RESULTS Got some reviews Didn’t promote the campaign very much Will revisit in 2014
  • 64. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage