Social Media Marketing Case Studies:


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Social Media strategists at, a leading digital marketing firm specializing in travel and tourism share some Social Media case studies and some Chicks Tips on Success in Social Media Marketing.

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Social Media Marketing Case Studies:

  1. 1. 1Social Media MarketingCase
  2. 2. 2Award Winning Industry leaders in Digital and Social MediaMarketingA team of 12 who have developed digital strategies and onlinemarketing programs for over 7 years - Virtually located across NorthAmericaCo-Founders and producers of the Canadian Conference forMarketing Tourism Online -
  3. 3. 3Social Media Strategy According to the Chicks Social Media Marketing requires specific channel expertise, withunique strategies, tactics and execution. Still, the approach follows the basic principals of Marketing.
  4. 4. 3Social Media MarketingUnderstand your consumer and DEFINE your brand’s valuepropositionChoose appropriate social channels, BUILD awareness andacquire fansDeliver value and ENGAGE communitiesCreate a brand tone and personalityTest, track and MEASURE performanceOPTIMIZE your efforts based on key learning’s and performance
  5. 5. 4Social Media Case Studies
  6. 6. The PainTravelodge Canada understood the value of Social Media in ENGAGINGconsumers with the brandWith multiple locations across Canada, and variations in resources onproperty - Travelodge needed a PLANIf social media was not executed strategically, it could become a breedingground for negative comments, and more for the brand to manage.Seasonal Campaigns were important to Travelodge to drive both theSummer traveler and Winter sports travel markets.
  7. 7.  Establish a TONE for thebrand that fit with "Nice Rooms,Great People" Capitalize on the offlineSummer Road Trip promotion Launch with a Social MeidaRoad Trip Contest, with weeklyprizes and a grand prize Drive traffic to the new brandwebsite: www.travelodge.caThe Strategy
  8. 8. Travelodge and A Couple of Chicks set monthly goals for Likes and Contest entriesWhile the number of Likes is important, the level of ENGAGEMENT is also keyboth September and October goals realized and exceeded expectations Sept Goal: 500 Fans Sept Actual: 1076 Fans October Goal: 2000 October Actual: 2863(& still growing!)Measurement of Performance
  9. 9. The challenge on Facebook isgetting a potential Liker’s interest +establishing TRUSTOngoing community managementtakes INTEGRATION into otherbrand marketing programs andcommitment to postingEstablish a TONE and a BrandPersonality.Follow and editorial calendar andMEASURE insights and referraltraffic to website“Although it’s nothing most readers would notice, your content’s brand voice (or personality) helps usersidentify whether they like you, understand you and ultimately trust you.”Source: Kristina HalvorsonPlan Execution: Identifying Resources
  10. 10. With a GOAL of building VIRALdistribution, The "Ultimate Roadtrip"Contest was launchedFacebook contests must run througha 3rd party applicationTravelodge was prepared forcomments, complaints or questionsabout the contest with MONITORINGAND LISTENING TOOLS in place Important to be clear on contestrules Make the contest contentSHARABLE Cross post with participatingsponsors such as Tim Hortons forextra visibilityCampaign Execution: Contests and Integration into overall BrandMarketing & Goal Setting
  11. 11. Integration of Campaign across Brand CommunitiesTwitter was used to initiatesocial interaction withother brands, andcelebrities
  12. 12. Keeping the momentum going: Summer Road Trip
  13. 13. Its not all in the Numbers: Creating Fan EngagementWith a carefully mapped outeditorial calendar, FANENGAGEMENT initiatedthrough contesting, respondingto FAN comments, addingfeedback and comments aboutFAN postsFan ENGAGEMENT is asimportant as Number of FansEngagement metrics illustratethat it is also critical formaintaining reach andBUILDING NEW FANSInsert cute baby photofor increased FANENGAGEMENT
  14. 14. Social Media Campaign #2: Winter Fan Faceoff CampaignPartnership with OHL at the time of NHL lockout - TARGETTED to Hockey families on the road totournaments and fans.Fans grew from 6272 to 9426 a 50.3% INCREASE IN FANS during 17 week contest and 3 weekplayoffs1 Month after contest closure, fan count is 9336 - A 97.2% RETENTION of incremental fans= CustomerEngagementfor Brand= PositiveBrandassociation= BrandPersonality.
  15. 15. 14Social Media Case Studies
  16. 16. The PainRepresenting over 500 hotels across the globe, WorldHotels was looking for a brandSTRATEGY for Social Media that would build content and engage consumers.With limited resources, and a global marketing department located in Germany, the SocialMedia campaign needed to: Align with other brand marketing initiatives Provide a means to generate traffic and buzz Illustrate brand personality to consumers in multiple markets across the world.
  17. 17. The StrategyTo GENERATE CONTENT (photos, videos and travel stories), to further build reach ofthe Facebook community via a series Facebook contests mapped out for 2012As WorldHotels is a global brand, it was important to include global cultural references,and to highlight global destinationsCommunications with individual WorldHotels properties across the globe was necessaryto further build content, cross polanate the content, and build ENGAGEMENT for fans andpropertiesPrizes were awarded for travel to WorldHotels propertiesCreative contests with strong visuals were required to represent the brandThe GOALS were to increase overall Facebook community Fans, increase engagementand drive transaction
  18. 18. Measurement of PerformanceKey Performanceindicators included: Increase in Fans Fan engagement(measured throughcontest entries andInsights Social Media andreferral traffic to thewebsiteKPIs weremeasured viaFacebook Insights,and through GoogleAnalytics
  19. 19. Highlights: 4 Campaigns in 2011-2012Dare to Dominate: 28 Days Total Reach with Unique users increasingfrom 20200 to 73713: 264% Increase in FansDare to Discover: Fan increase from 9031 to 9153: 1.3% Increase in Fans 28 Days Total ReachDare to Participate: Fans from 9153 to 9295: 1.5% Increase in Fans This contest saw 83 entries!Dare to Overcome: Fan Increase from 9298 to 9361: 0.6% Increase in Fans Engagement Metrics improved, helping to retainfanbase after contestingFan Increase from 8692 to9023: 3.8% Increase in Fans
  20. 20. Contesting Builds Content for WorldHotelsCommunities + Engages Consumers with the Brand
  21. 21. Seasonal Campaigns:Seasonal campaigns were planned, with an EDITORIAL CALENDAR to supportcommunity managers keep up with content - with a consistent themeSmall Adspend added some extra reach to the beginning of each campaignContests were INTEGRATED into other WorldHotels Social communities foradditional viral reach
  22. 22. Campaign Execution:
  23. 23. Fan Engagement Tactics
  24. 24. Launch ofAdditionalcampaignsstarted onPinterest
  25. 25. Campaign Results: 2012-2013Program
  26. 26. Case Studies: Ontarios Finest Hotels, Inns and SpasSeasonalREFRESH OFCREATIVE onsocialcommunitiesContesting forpackagesSmall Ad spendto increasedistribution onFacebook
  27. 27. Social Media: Strathcona Hotel TorontoIts not allaboutContesting: Campaignsthat show abrandscommitment tocauses Thinkingoutside of the boxin building newfans and keepingcurrent fansengaged
  28. 28. Shaw Festival Theatre, Niagara on the Lake
  29. 29. Social Media: Shaw Festival Theatre, Niagara-on-the-LakeGOALS toincreasesocialcommunityengagement&Build NEWAUDIENCESto thetheatre
  30. 30. Integrating other social networks: YouTube
  31. 31. Cross Posting between Social Communities
  32. 32. Contest Entries live on the Shaw Festival YouTubeChannel
  33. 33. Unique Tone & Brand Personality for each Social CommunityPlaywright George Bernard Shaw Tweets from the grave
  34. 34. Social Media Strategy: Keys toSuccessHave a STRATEGYChoose Social channels that match your TARGET AUDIENCEProvide a tone, personality and messaging for community ENGAGEMENTINTEGRATE Social Media Communities with other communities + otheronline and offline MarketingIdentify KEY PERFORMANCE INDICATORS measuring the success ofCampaignsDeliver VALUE and ENGAGE communitiesTest, track, LISTEN and MEASURE performance
  35. 35. 34STAY SOCIALBLE!acoupleofchicks.comSOCIAL MEDIA Presentations | Training | Strategy | Execution