Adam Johnson | VP of Marketing | Visit Saint Paul
[EAT]
[TWEET]
[RE

]
Social Media Successes! Nope!
Learn from Social Media Flops
The Denver Dares
SoMeT13US
November 8, 2013
Background
Shannon Paige (spaige@visitdenver.com)
Director of Interactive Marketing and Web Operations
Background
VISIT DENVER
•
Launched our first app in July 2010
•
2011 – 39,000 App Downloads
•
Jan 2012 – Begin redesign
De...
Why Badges?
Gamification of experiences

Social Media Strategy - Get
users to share info about us on
their social media si...
The Denver Dares

• 10 Badge categories
• 10-15 “Dares” per Badge
• Check-in to an dare – earn a badge
The Denver Dares
Results

First 6 months (April-Sept)
• 42,000 downloads
• 64,000 active users
• 205,000 sessions
• 1.6 min average session...
What Went Wrong

•Complicated Directions
–

Didn’t distinguish
between “checkingin” and “badging”
thus one action had
two ...
What Went Wrong

•Complicated Directions
–

Didn’t distinguish between “checking-in” and “badging”
thus one action had two...
What Went Wrong

•Complicated Directions
–

Didn’t distinguish between “checking-in” and “badging”
thus one action had two...
What We Learned
2012
Badges Awarded

202

Sharing (email)

1,137

Favorites

4,956

Users were NOT using the badging
capab...
What We Learned
2012
Badges Awarded

202

Sharing (email)

1,137

Favorites

4,956

Users were NOT using the badging
capab...
What We Changed
1. Got rid of badges
What We Learned

We don’t need no stinkin badges
What We Changed
1. Got rid of badges
a) Turned them into categories
b) Still allow people to check in, but now they have t...
What We Changed
1. Got rid of badges
a) Turned them into categories
b) Still allow people to check in, but now they have t...
What We Changed
1. Got rid of badges
a) Turned them into categories
b) Still allow people to check in, but now they have t...
What We Get
April - September
2012

2013

Badges Awarded

202

0

Favorites

4,956

35,889

• Year over year the amount of...
What We Get
April - September
2012

2013

Badges Awarded

202

0

Favorites

4,956

35,889

Facebook logins

520

2,435

•...
Conclusion

• Make sure users want and
will use the interaction
you’re giving them.
• Figure out what action
they are alre...
Social Media Flops:

Gear Up for a Getaway New York Jets
Sweepstakes

David West
Vice President of Marketing,
Pocono Mount...
Gear Up for a Getaway! NY Jets
Sweepstakes
Sweepstakes hosted on the NYJ
Facebook Page
3-Monthly Sweepstakes with prizin...
Goals
Gain 10,000 Likes on Facebook
Reach a large market of New York
and New Jersey residents with their
1.4 million fan...
Gear Up for a Getaway! NY Jets
Sweepstakes
NYJ Sweepstakes Promotion
NYJ Sweepstakes Promotion
Results

3,048 Total
Likes on PMVB
page

Digital Stadium
Signage
Compensation
Contributing Factors
During the Jets’ Season
• Controversial Topics: Tim Tebow, Bad
Record

Only 1 sweepstakes winner pe...
Takeaways
 Be mindful when selecting a partnership and the
devil is in the details of the agreement
 Difficult to refocu...
Thanks a lot… Tebow!
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
Social Media Successes! Nope! Learn from Social Media Flops.
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Social Media Successes! Nope! Learn from Social Media Flops.

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#SoMeT13US Breakout Session.

Presenters: David West, Pocono Mountains CVB, @DavidBWest & Adam Johnson, Visit Saint Paul, @MayorGatsby & Shannon Paige, Visit Denver, @IknowDenver

Published in: Technology, Business
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  • Cover / Opening Slide
  • Final Slide in All VISIT DENVER Presentations.DO NOT REMOVE.
  • Social Media Successes! Nope! Learn from Social Media Flops.

    1. 1. Adam Johnson | VP of Marketing | Visit Saint Paul
    2. 2. [EAT]
    3. 3. [TWEET]
    4. 4. [RE ]
    5. 5. Social Media Successes! Nope! Learn from Social Media Flops The Denver Dares SoMeT13US November 8, 2013
    6. 6. Background Shannon Paige (spaige@visitdenver.com) Director of Interactive Marketing and Web Operations
    7. 7. Background VISIT DENVER • Launched our first app in July 2010 • 2011 – 39,000 App Downloads • Jan 2012 – Begin redesign Decided to add Badging Capability to the app to highlight our “Dares”
    8. 8. Why Badges? Gamification of experiences Social Media Strategy - Get users to share info about us on their social media sites 1,826 badges awarded during Denver Restaurant Week: Jan 19 – March 9, 2012
    9. 9. The Denver Dares • 10 Badge categories • 10-15 “Dares” per Badge • Check-in to an dare – earn a badge
    10. 10. The Denver Dares
    11. 11. Results First 6 months (April-Sept) • 42,000 downloads • 64,000 active users • 205,000 sessions • 1.6 min average session length • 202 Badges awarded
    12. 12. What Went Wrong •Complicated Directions – Didn’t distinguish between “checkingin” and “badging” thus one action had two results
    13. 13. What Went Wrong •Complicated Directions – Didn’t distinguish between “checking-in” and “badging” thus one action had two results •No incentive to earn a badge – Badges are only fun if there’s a level of competitiveness to earn them.
    14. 14. What Went Wrong •Complicated Directions – Didn’t distinguish between “checking-in” and “badging” thus one action had two results •No incentive to earn a badge – Badges are only fun if there’s a level of competitiveness to earn them. •Wasn’t challenging to earn a badge – While trying to keep the threshold to earn a badge low, we took the fun out of it. Could earn a badge anywhere/anytime.
    15. 15. What We Learned 2012 Badges Awarded 202 Sharing (email) 1,137 Favorites 4,956 Users were NOT using the badging capability, but they were big fans of being able to “favorite” a dare or member listing in order to access it later.
    16. 16. What We Learned 2012 Badges Awarded 202 Sharing (email) 1,137 Favorites 4,956 Users were NOT using the badging capability, but they were big fans of being able to “favorite” a dare or member listing in order to access it later. This was obviously being used as a “planning tool”, as opposed to an in-market guide. We had to change our whole attitude about the app…..
    17. 17. What We Changed 1. Got rid of badges
    18. 18. What We Learned We don’t need no stinkin badges
    19. 19. What We Changed 1. Got rid of badges a) Turned them into categories b) Still allow people to check in, but now they have to be at the location, so it’s similar to Facebook check in
    20. 20. What We Changed 1. Got rid of badges a) Turned them into categories b) Still allow people to check in, but now they have to be at the location, so it’s similar to Facebook check in 2. Introduced a new category called “My Saved Dares” that encourages users to add more favorites. 3. Introduced a new category called “Top 10 Dares of Denver” that allows users to see what other people’s favorites are.
    21. 21. What We Changed 1. Got rid of badges a) Turned them into categories b) Still allow people to check in, but now they have to be at the location, so it’s similar to Facebook check in 2. Introduced a new category called “My Saved Dares” that encourages users to add more favorites. 3. Introduced a new category called “Top 10 Dares of Denver” that allows users to see what other people’s favorites are. 4. Make users login to Facebook and share their hometown with us if they want to save favorites.
    22. 22. What We Get April - September 2012 2013 Badges Awarded 202 0 Favorites 4,956 35,889 • Year over year the amount of “favorites” has increased 624% • This gives us valuable insight into the dares, listings and events that our users are interested in
    23. 23. What We Get April - September 2012 2013 Badges Awarded 202 0 Favorites 4,956 35,889 Facebook logins 520 2,435 • Year over year the number of users connecting the app to their Facebook account has increased 368% • Allows us to collect demographic data • Out-of-market user using out-of-market • Out-of-market user using in-market • In-market user using in-market
    24. 24. Conclusion • Make sure users want and will use the interaction you’re giving them. • Figure out what action they are already taking and develop a strategy based around that.
    25. 25. Social Media Flops: Gear Up for a Getaway New York Jets Sweepstakes David West Vice President of Marketing, Pocono Mountains Visitors Bureau @DavidBWest
    26. 26. Gear Up for a Getaway! NY Jets Sweepstakes Sweepstakes hosted on the NYJ Facebook Page 3-Monthly Sweepstakes with prizing from the Pocono Mountains Participants prompted to “Like” the PMVB on Facebook to enter.
    27. 27. Goals Gain 10,000 Likes on Facebook Reach a large market of New York and New Jersey residents with their 1.4 million fans. Introduce winter offerings to a nearby market.
    28. 28. Gear Up for a Getaway! NY Jets Sweepstakes
    29. 29. NYJ Sweepstakes Promotion
    30. 30. NYJ Sweepstakes Promotion
    31. 31. Results 3,048 Total Likes on PMVB page Digital Stadium Signage Compensation
    32. 32. Contributing Factors During the Jets’ Season • Controversial Topics: Tim Tebow, Bad Record Only 1 sweepstakes winner per month Jets would only post about the contest once per week “Likes” were followed by “Unlikes”
    33. 33. Takeaways  Be mindful when selecting a partnership and the devil is in the details of the agreement  Difficult to refocus the conversation within a social community  Dealing with a big company also means dealing with big rules and policy  Contesting is a good incentive - Need a combination of small and big and higher frequency of winnings  Promotion is a key to success
    34. 34. Thanks a lot… Tebow!
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