super social media: social media campaigns that soar to success
DESCRIPTION
Presentation given at a TTIA workshop in Marble Falls, TX on August 28, 2013.TRANSCRIPT
SUPER Social Media
Social Media Campaigns That Soar to Success!
Get these slides here::http://sarahtpage.com/Super-Social/
CASE STUDY#1
Facebook Sweepstakes
WHY • Create awareness in 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)• Encouraged social
sharing
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
Facebook Poll/Contest
WHY • Promote Atlanta, IL campaign
• Encourage engagement on the Illinois Route 66 Facebook page
HOW• Used WooBox to
create Facebook polling tab
• $200 ad buy pointing to the tab
• Required page like• No prizes – just fun• Promoted on
Facebook during the month of July
RESULTS• Ad generated 807
new fans• Ad clicks = 934• Ad reach = 44,089• All artwork will be
displayed throughout the town of Atlanta, IL
CASE STUDY#3
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• Create a Pinterest
“Bucket List” board• Created Facebook contest
tab• 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
RESULTS
?
CASE STUDY#4
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
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#5
Art, Architecture, & Antiques Pinterest
Campaign
WHY• Create awareness of
Vicksburg’s outstanding art, architecture, and antiques
• Increase newsletter subscriptions
• Increase engagement on social media channels
• Generate contest entries
HOW• Sweepstakes entry form
on VisitVicksburg.com• Entrants pinned a specific
graphic to one of their Pinterest boards
• Entrants earned additional entries by creating a “Vicksburg” board & pinning art-related content
• Promoted via all social media channels
• Supported by Facebook and Google ads
RESULTS• Facebook likes up 13%
and unique users engaged up 307%
• 1,439 conversions from ad buys
• 253 new pins on Pinterest from VisitVicksburg.com
• 78 repins as of March 2013
CASE STUDY#6
#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 entry platform• Follow @Ohiogram on
Instagram• Submit a photo of a
favorite Ohio travel memory & tell why
• Tag @Ohiogram and use the #Ohiomemory hashtag
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#7
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
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#8
Visit Austin, TexasTrue 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
Q
&
A
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#9
Experience Columbus Year-round Instagram
WHY• Showcase things to see
and do in the destination
• Increase followers and engagement on @ExperienceColumbus account
• Encourage use of common hashtags like #ExpCols, and #CbusFoodScene
HOW • Post original content when possible
• Comment and like photos with Columbus hashtags
• Repost exceptional photos that use Columbus hashtags
RESULTS• 95% of photos are
reposted images• Photos tagged with
#expcols have increased 2231% since Jan. 2013
• Followers have increased 1093% since Jan. 2013
• Interactions have increase 6802% since Jan. 2013
Can I Help?
Call Me!
Photo: .Spartography on Flickr
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Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512-914-8873
Instagram.com/stpconsulting
Thank You!
Questions?