Digital Royalty Case Studies

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Digital Royalty (dR) specializes in developing digital integration and social media strategies for corporate and entertainment brands, professional athletes, sports teams and leagues. Through Digital …

Digital Royalty (dR) specializes in developing digital integration and social media strategies for corporate and entertainment brands, professional athletes, sports teams and leagues. Through Digital Royalty University (dRU), we provide customized education programs including strategic and tactical social media training.

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  • 1. Digital Royalty Case Studies © Digital Royalty Inc. 2012
  • 2. Digital Royalty Digital Royalty was founded in April of 2009 by CEO, Amy Jo Martin. Digital Royalty is known for innovative campaigns, community building with loyalty/ambassador programs and ROI measurement. These ‘never been done before’ creative social campaigns bridge the virtual world with the physical world. That’s when social media becomes tangible; it converts and generates traffic. From a marketing standpoint, our goal is to develop online fans of the brand and get them talking about and advocating via word of thumb marketing so the teams we work with can focus on engagement and valuable content -- versus using the space as an advertising channel. As the social landscape quickly evolves, proper social education has become more important and we have been training thousands of corporate partners, globally, for several years. Digital Royalty University provides custom online, on-demand and in-person education programs including strategic and tactical social media training, company culture, and personal innovation. © Digital Royalty Inc. 2012
  • 3. Our PhilosophySocial media is a dialogue vs.a monologue.The golden rule is to deliver value when,where and how your audience wants toreceive the value. By doing this, brands areable to gain access, build affinity andinfluence -- ultimately pushing guests up anotch on the loyalty ladder. Socialinfluence converts but impressions do notalways convert.The Digital Royalty philosophy centersaround creating one fully-integratedcustom Digital Brand Universe. © Digital Royalty Inc. 2012
  • 4. Amy Jo Martin Amy Jo Martin, CEO & Founder, Digital Royalty Amy Jo founded Digital Royalty in 2009 to help corporate brands, celebrities, professional sports leagues, teams and athletes build, measure and monetize their digital universe.  In addition, Digital Royalty provides customized social media education programs through Digital Royalty University, which offers a comprehensive curriculum blending strategic and tactical training. In October 2012, Amy Jo published the New York Times Bestseller, Renegades Write the Rules. Amy Jo herself has nearly 1.2 million Twitter followers (@AmyJoMartin) and she travels the world to speak about the latest trends in social media, how to monetize various social platforms, and how to successfully build a personal brand by utilizing social media. Her audiences have varied from the Harvard Business School and National Sports Forum to the Design Leadership Summit in Venice, Italy. Amy is also a regular contributor to news outlets including the Harvard Business Review and Sports Business Journal. She and Digital Royalty have been featured in top-tier media outlets including Vanity Fair, TIME, Forbes, The New York Times, Fast Company, ESPN SportsCenter, USA Today, MSNBC and Newsweek. Digital Royalty’s clients include:  Shaquille O’Neal, FOX Sports, The X-Factor, Hilton Worldwide, Chicago White Sox, UFC and Dana White, Dwayne “The Rock” Johnson, Los Angeles Kings, Jabbawockeeez, Doubletree by Hilton, Tony Hsieh CEO of Zappos.com and author of the The New York Times #1 Bestseller, Delivering Happiness, Monte Carlo Resort & Casino, and Hard Rock Hotel & Casino. © Digital Royalty Inc. 2012
  • 5. PortfolioTony Hsieh © Digital Royalty Inc. 2012
  • 6. Monetization Process Digital Royalty established two proprietary and patented formulas to measure social media. © Digital Royalty Inc. 2012
  • 7. Return On Influence Formula There’s a new ROI in town. Digital Royalty’s patented Return on Influence (ROI) formula allows us to assign a scientific value to guest Sentiment and Engagement, two metrics that are not typically measured. © Digital Royalty Inc. 2012
  • 8. Rev/PAF Formula Yes, social media makes you money… and much more. Digital Royalty patented this Revenue per Available Fan/Follower (Rev/PAF) metric to measure revenue generated through Facebook and Twitter. Everything is trackableonline, and with proper coding we’re able to track conversations that lead all the way to conversions. This allows us to arrive at a value per fan and follower. © Digital Royalty Inc. 2012
  • 9. Monetization Process When ROI increases, RevPAF always follows. We’ve studied the correlation for the past several years and have proven this relationship. Simply stated, when we increase influence, we automatically increase revenue. © Digital Royalty Inc. 2012
  • 10. Case Studies © Digital Royalty Inc. 2012
  • 11. Case StudiesDigital Royalty is a thought-leader in the social spaceDigital Royalty was one of the first, if not THE first, dedicated social media agency to beestablished. Our experience and our influence is our value. Founder and CEO, Amy Jo Martin hasbeen coined as a lead innovator in this field for the past four years. She is a The New York TimesBestselling author of Renegades Write the Rules, a book about innovation and social media, andhas more than 1.2 million followers on Twitter. She’s often interviewed as a social media expert onnational television and other media outlets such as USA Today, Fast Company, Washington Timesand TechCrunch. Forbes has named Amy Jo Martin as one of the top five best-branded females onTwitter. She is a regular contributor to Harvard Business Review, Huffington Post, Sports BusinessJournal and SELF Magazine and speaks across the world on the topic of innovation and socialcommunication.The vertical experience base at dR is vast from a great deal of gaming and hospitality to celebrities,sports to automotive, apparel and beyond. We have worked with global brands, activating socialmedia campaigns across the world. Our international experience spans throughout the Asia-Pacificregion where the platforms vary outside of the typical Facebook, Twitter, Google+, etc. Recentnational and international press: www.thedigitalroyalty.com/buzz © Digital Royalty Inc. 2012
  • 12. Recent National PressLink: Fast Company, 10/8/12 Link: Forbes, 11/20/12 Link: Huffington Post, 12/19/12 For more examples, click here: www.thedigitalroyalty.com/buzz © Digital Royalty Inc. 2012
  • 13. Case StudyDoubleTree by Hilton © Digital Royalty Inc. 2012
  • 14. Case StudyDoubleTree by Hilton - Social Media Education Program• Educated 700 General Managers and Directors of Sales at annual conference• Developed a social media education program that provides on-going monthly training for individuals at the 300+ properties around the world via web and in-person sessions• Provided in-person and web-training sessions for executives at the brand level. Training included personality strategy development• Launched the first ever “Socialite” Social Media Incentive Program that highlights employees who are excelling in the space• Hosted two in-person Socialite Camps with attendees from around the world © Digital Royalty Inc. 2012
  • 15. Case StudyDoubleTree by Hilton - Cookie CAREavan TourStrategy• 1 Truck + 50 States + 25th Anniversary• Objectives for the social media component of the campaign were to increase Facebook “likes,” Twitter followers, and YouTube views on the brand accounts, and increase overall brand engagement and positive sentiment.Results• 120% increase in Facebook “Likes”• 32% Return on Influence score increase August over May• 4% increase in Twitter followers• 88% positive online sentiment• 130 total check-ins on Foursquare• 706 total new HHonors enrollments• 10,459 sweepstakes entries• 1,031 video views• 2 Billion ImpressionsClick here to watch video overview of campaign & results © Digital Royalty Inc. 2012
  • 16. Case StudyDoubleTree by Hilton - Cookie CAREavan TourExecution• Involvement from 125 DoubleTree by Hilton hotels• Over 1,000 team members volunteered at Cookie CAREavan events• Promotional support from the individual property social media outlets• Properties hosted their own Cookie CAREavan events when the Cookie Tour visited their cities• Support from the executive level © Digital Royalty Inc. 2012
  • 17. Case StudyDoubleTree by Hilton - Cookie CAREavan TourThe Tour Hub• Social media was a strong component of the campaign• Facebook served as the “hub” of the tour• Interactive map with location of the truck, information about each event, twitter feed, video & photo feeds, sweepstake entry• DoubleTree brand and property-level accounts drove Likes/Followers to this tab © Digital Royalty Inc. 2012
  • 18. Case StudyDoubleTree by Hilton - Cookie CAREavan TourIntegrated CampaignIntegrated multi-platform social media campaign that leveragedFacebook, Twitter, Foursquare, Topguest, YouTube, Flicker• #SweetBreak Stops - encouraged followers to tweet in their office locations with the #SweetBreak hashtag for an opportunity for the CAREavan to deliver cookies. Businesses included National Geographic, Disney World etc.• Cookie Truck Contest - encouraged Twitter followers to tweet in a name for the cookie truck for a chance to win a two-night stay and recognition. The name selected was “Chip”• Public relations & blogger outreach - influential accounts, bloggers and media were identified at each stop and contacted via Twitter• Partnerships - partnered with Virgin Airlines and Topguest to award 50 HHonors points and 25 Virgin Elevate points for each person who checked-in at the Cookie Truck Foursquare location• Charity involvement - visited local food banks and charities throughout the tour © Digital Royalty Inc. 2012
  • 19. Case StudyDoubleTree by Hilton - Little Things Project CampaignStrategyObjectives for the social media component of thecampaign were to increase Facebook “likes,”Twitter followers, and YouTube views on the brandaccounts, and increase overall brand engagementand positive sentiment.Results #LittleThings• 3.2 billion media impressions• 16% increase in Facebook “Likes”• 20% increase in Twitter followers• 9,000 Hilton HHonors enrollments• 650,000+ Sweepstakes entries © Digital Royalty Inc. 2012
  • 20. Case Study DoubleTree by Hilton - Little Things Project Campaign Photos&from&the& Road& © Digital Royalty Inc. 2012
  • 21. Case StudyDoubleTree by Hilton - Little Things Project CampaignThe Tour Hub• Social media was a strong component of the campaign• Facebook served as the “hub” of the tour• Interactive map with location of the tour stops, information about each event, twitter feed, video & photo feeds, sweepstake entry• DoubleTree brand and property-level accounts drove Likes/Followers to this tab © Digital Royalty Inc. 2012
  • 22. Case Study White Sox © Digital Royalty Inc. 2012
  • 23. Integrated CampaignChallenge: Final Man Vote Campaign for Jake Peavy•Rally White Sox fans to encourage them to vote to place White Sox pitcher Jake Peavy on the All-Star line-up•Leverage the reach of each division within the White Sox organization•Stand out from the clutter of other teams campaigns•Develop a memorable campaign that positioned the White Sox as a leader in the social space•Engage with loyal fans and continue to build relationships with the community © Digital Royalty Inc. 2012
  • 24. Integrated CampaignResults:• Developed the #TakeJake campaign that was executed over 98-hours• The campaign extended across every social channel and mobilized 14 work groups within the White Sox organization including, broadcast, ticketing, community relations, public relations and game operations• In 98-hours the campaign generated 4 million impressions, nearly 14,000 new Likes on Facebook and more than 220,000 views of the exclusive videos• #TakeJake trended on Twitter several times both worldwide & in the US• Celebrity and influential accounts supported the campaign via twitter, including Chicago Bulls, Chicago Blackhawks, Charlie Sheen © Digital Royalty Inc. 2012
  • 25. Case StudyTony Hsieh & Delivering Happiness © Digital Royalty Inc. 2012
  • 26. Ambassador ProgramChallenge: Create a Movement from a Book Launch •Identify virtual leaders and brand ambassadors within the Delivering Happiness community •Build and utilize multiple channels within the social space •Humanize the human behind the Delivering Happiness team (Tony Hsieh & Jenn Lim) •Hit The New York Times Bestsellers list •Build a community that will extend and continue to grow beyond the launch of Delivering Happiness © Digital Royalty Inc. 2012
  • 27. Ambassador ProgramSolution:• Create a blogger program that encouraged bloggers to post a book review the week of the book launch called, Very Happy Person (VHP)• Host a series of Virtual Happy Hours in different cities across the country leading up to the book launch. Include special guests (entrepreneurs, thought- leaders) and friends of Tony’s to join the live stream• National Bus Tour to promote the book following the launch• Launch a Delivering Happiness blog• Infuse a charitable component by partnering with charity:water and LIVESTRONG• Leverage multiple social media channels including, MeetUp Everywhere, Facebook, Twitter, Ustream, Foursquare © Digital Royalty Inc. 2012
  • 28. Ambassador ProgramResults:• The blogger program received more than 800 blogger applications• The eight Virtual Happy Hours were viewed by more than 300,000 people• Delivering Happiness hit #1 on The New York Times Bestsellers list• Delivering Happiness raised more than $33,000 for LIVESTRONG by the launch of the book• The ambassadors (Very Happy Person - VHP) program lead the Delivering Happiness Movement beyond the book launch and extended into a nationwide Delivering Happiness Bus Tour. The ambassadors attended and promoted each of the cities throughout the tour For more information on this campaign, click here.• There are currently thousands of individuals that are part of the Delivering Happiness worldwide movement © Digital Royalty Inc. 2012
  • 29. Case Study FOX Sports © Digital Royalty Inc. 2012
  • 30. Personality StrategyChallenge: Humanize the brand behind FOX Sportspersonalities•Show the human behind the brand of each of the FOX Sports personalities•Position FOX Sports as the leader within the social space and innovators in the sports broadcast industry•Incorporate social media within each division of FOX Sports•Grow an engaging community within the social space © Digital Royalty Inc. 2012
  • 31. Personality StrategyResults:• Trained each of the divisions within FOX Sports including, on-air talent, production, marketing/ communication in social media through a series of in- person and web-based sessions• Establish Twitter pages for each of the talent that didn’t have a presence in the space, including Jimmy Johnson• Verified those who weren’t already verified on Twitter• Activated on-set and at events during live broadcasts by capturing unique content• Trained and develop a social media strategy for the sales team so they are able to add value to their existing partnerships © Digital Royalty Inc. 2012
  • 32. Case Study Monte CarloLas Vegas Hotel & Casino © Digital Royalty Inc. 2012
  • 33. Personality StrategyChallenge: Humanize the Casino Brand•Developed a brand character description for social use•Established voice & tone for the humans behind the Monte Carlo brand•Created and implement personality strategy for key individuals such as executives and personalities on property•Trained each representative on best practices within social media•Established transferable accounts to keep ownership & influence within Monte Carlo in the event of employee turnover © Digital Royalty Inc. 2012
  • 34. Personality StrategySolutions:• Launched 15 personality accounts for Monte Carlo on Twitter to represent the property• Trained each representative on how to listen, respond and tweet effectively and provide the right content to maximize brand exposure• These accounts were developed in addition to primary brand accounts tracked by corporate © Digital Royalty Inc. 2012
  • 35. Social BookingConvenience:Facebook booking tab allows user toquickly compare rates, book and “Like”without leaving Facebook.Experiential value:Users booking via Facebook will receivea social band granting them access toexclusive offers and experiences. © Digital Royalty Inc. 2012
  • 36. Social Booking © Digital Royalty Inc. 2012
  • 37. Social Band•Battle OTAs with experiential value•Anyone who books through Facebook will receive a Social Band•The Social Band will offer guests exclusive perks • Meet & Greets • Social Happy Hours • Skip lines (bars, front desk, etc.) • VIP Area (tables, cabanas, front row seats, etc.) • Airport pickup © Digital Royalty Inc. 2012
  • 38. Customer Service•Monte Carlo has experienced an 80% increase in guest recovery through social media•Able to win back upset guests through social media by converting negative sentiment into positive•Past guests have become “ambassadors” by defending Monte Carlo online © Digital Royalty Inc. 2012
  • 39. Case Study ResultsMeasurable Gains in:•Community Growth +45%•Revenue per Available Fan Follower• 93% increase for MonteCarlo.com via Twitter.com• Engagement +100%Results:•Increased brand awareness, which contributed to an increase in engagement overall• As engagement continued to increase brand sentiment became stronger• The substantial increase in Monte Carlo’s ROI had a direct impact on the casino’s revenue per available Fan and Follower (RevPAF) © Digital Royalty Inc. 2012
  • 40. Case StudySocial Branding © Digital Royalty Inc. 2012
  • 41. Branded CommunitiesEach touch point is branded alike to maintain recognition and brand standards. From Twitter, YouTube and Ustream.TV backgrounds to Blog and Email templates. © Digital Royalty Inc. 2012
  • 42. Case Studies Event Activation © Digital Royalty Inc. 2012
  • 43. Event ActivationDigital Royalty developed the #Hunt4UFC conceptThis tactic has activated hundreds of “Hide & Tweet” stunts in 30 marketsacross the globe. Millions of fan impressions have been generated, Pay-Per-View buys have increased and sponsorships were established as aresult of these stunts.Results:• Bridges the virtual and physical worlds• Increases fan engagement prior to the UFC event• Drives foot traffic to sponsor’s retail outlets• Increases sponsor’s social media presence• Increases the social media numbers/influence © Digital Royalty Inc. 2012
  • 44. Event Activation Social Media is most powerful when the communication and engagement become tangible. Digital Royalty’s “Random Act of Shaqness” campaign launched in early 2009 and was the first of its kind before location based services existed. The campaign has impacted 10’s of millions of fans and garnered national and international media attention. © Digital Royalty Inc. 2012
  • 45. Case Studies More case studies can be located here: www.thedigitalroyalty.com/topics/case- studies © Digital Royalty Inc. 2012
  • 46. Contact Info Amy Jo Martin Amy@TheDigitalRoyalty.com DigitalRoyalty.com DigitalRoyaltyUniversity.com (@AmyJoMartin) © Digital Royalty Inc. 2012