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State of Digital Marketing 2015Featuring Grand Ole Opry & Yes To

Housekeeping

• Audio issues? Turn up your computer volume or dial in:

US & Canada Toll-Free: 855 296 3691Conference ID: 57594524

• Type questions into chat box or via #popwebinar on Twitter• Recording send via email after broadcast

Agenda

1. State of Digital Marketing 2015

2. Yes To Case Study & Discussion

3. Grand Ole Opry Case Study & Discussion

4. Q&A

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Guest Speakers

Katrina Maddox | Grand Ole Opry

Digital Marketing Manager

Ally Ng | Yes To Inc.

Senior Digital Marketing Manager

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Budgets on the rise…along withROI expectations

1 Actionable consumer insights

Social marketing ROI

Continued focus on Facebook

Mobile marketing still lagging

Integrated email & digital / social marketing

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Marketing budgets will increase in 2015

according to Gartner Research, with more than

half of marketers increasing their budgets by an average 17 percent

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Case Study:

YES TO

About

Natural products that work for all skin types, give back to the community and wipe a smile on your face.

• Started in 2006

• Natural products w/ fruit & vegetable benefits

• Goal of bringing natural to mainstream

• 25,000 stores & international distribution

• Small (but mighty!) team & a budget to match!

Hi, we’re YES TO Inc.

WORK SMILE GIVE

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Case Study:

Background

Results

• Year-long marketing campaign to drive trial and awareness behind a positive message.

• Goals: Email Acquisition & UGC

• 365 days of “yes” with monthly themes & challenges such as “Yes to Women” “Yes to Great Loves” “Yes to Snacks”

• Launched email acquisition campaign by giving away 100K wipes

#YESTOMOVEMENT

• 291K new emails generated (mostly from giveaway)

• 3,134 pieces of content/1,452 images

Learnings

• Referral campaign extremely effective in acquiring emails

• Monthly themes difficult to execute

• Need to be more strategic with content

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2015 YES TO SOCIALCombination of larger quarterly campaigns mixed with small activations tailored to grow the platform.

Yes to Inc.

Instagram

• Year-long Instagram campaign #YESTO

• Early results 1,642 pieces of content (already more than the movement) to be integrated with site

Facebook

• Maximizing organic reach (currently at 6%) with monthly activities that engage the audience

• Hub for email acquisition campaigns

Twitter

• Making campaigns timely and becoming more conversational vs. promotional

• #YestoGal “Galentine’s Day” activity reaches 1.6 Million

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The Show That MadeCountry Music Famous

About the Opry

• World’s longest running live radio show beginning in November of 1925

• Many changes through the years

• New stars, superstars and country music legends on stage multiple times per week

• Opry membership revered by artists of all calibers

• Importance of digital marketing in telling the Opry story and staying relevant for another 90 years

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UGC PromotionEmbeddable Sweepstakes Viral Campaign

Successful Promotions

Through Offerpop promotions the Grand Ole Opry has been able to engage fans across multiple platforms, broaden the reach of content, and grow the Opry fan base.

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Case Study:

Objectives

2014 Results

• Build brand awareness

• Drive traffic to website

• Capture email addresses

Grand Ole Opry

• Six 4-week promotions

• Total Entries: 126.5K

• New subscribers: 15K

Takeaways

• Able to connect with our Exact Target email database

• Not limited to a single channel

• Lost some of the social media virality

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Case Study:

Objectives

Results

• Garner engagement

• Build awareness of new video content

• Expand reach through artist promotion

Viral Campaign

• One day promotion

• Drove 1.6K clicks

• Reached 1.5 million in a few hours

Takeaways

• Quick and easy implementation

• Fun way to build excitement around new content

The Opry ran a viral Twitter campaign to unlock a performance video of two superstar artists performing a country classic on the Opry stage. Fans were asked to help reach 1,000 retweets in order to unlock the video.

Both Carrie Underwood and Jennifer Nettles retweeted and the goal was reached within a few hours.

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Case Study:

Objectives

Results

• Increase engagement

• Grow social media communities

• Garner media attention

UGC Promotions

• Video Entries: 27

• Clicks: 28,062

• New Fans: 5,539

Takeaways

• Great way to be involved in popular conversation

• Garnered excitement and promotion from artists and radio partners

• Tough to get people to submit videos

The Opry partnered with artists and radio personalities to execute a fun UGC campaign around the time of the Academy Awards. Using Offerpop’s Video Contest application we were able to easily collect, moderate, and display videos of fans giving their best dramatic reading of country song lyrics for a chance to win a trip to accept their award at the Opry.

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• Opry retail hashtag promotion

• Shift focus to Twitter and Instagram

• Looking forward to more social integrations in the future

What’s Next

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1. Worksheet: Benchmark your strategy

2. eBook: Get program inspiration

Resources

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2

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Q&A - #Popwebinar

Katrina Maddox | Grand Ole Opry

Digital Marketing Manager

Ally Ng | Yes To Inc.

Senior Digital Marketing Manager

Thank You!