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SUPER Social Media
Social Media
Campaigns That Soar
to Success!
Land of Lincoln Webinar #3
April 29, 2014
Get these slides here::
http://sarahtpage.com/LandOfLincoln-Super-Social/
CASE STUDY
#1
Facebook
Sweepstakes
WHY • Create awareness of
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
Facebo...
RESULTS
• Generated 198
entries
• Shared 120 times
on Facebook
• Increased Facebook
page likes by 32.5%
• Weekly engaged
u...
CASE STUDY
#2
Pinterest/Facebook
Contest
WHY
• Inspire travel to the
Beaches of Fort
Myers and Sanibel
• Increase Pinterest
followers and
Facebook fans
• Increase ...
HOW
• Created Facebook
contest tab
• Users created a
Pinterest “Bucket List”
board
• Users posted their
Pinterest board UR...
RESULTS
CASE STUDY
#3
60 Miles in 60 Days
Campaign
WHY
• Increase travel and
bookings during
“shoulder season”
(Sept. – Oct.)
• Increase web traffic on
VisitMyrtleBeach.com
...
HOW
• Blogger FAM trip
• “Pin To Win” contest
• “Trip Tuesday”
competition on blog and
Twitter
• Visit Myrtle Beach blog
s...
RESULTS
• Accommodations taxes
increased in Sept/Oct
2012 over 2011
• Web traffic increased
25% over 2011
• 13 bloggers wr...
CASE STUDY
#4
#Ohiomemory Photo
Contest - Statigr.am
WHY • Increase awareness
and reach of newly
created Ohio Instagram
account
• Encourage followers to
share photos of fun
at...
HOW
• Used Statigr.am as
contest platform
• Follow @Ohiogram on
Instagram
• Submit a photo of a
favorite Ohio travel
memor...
RESULTS
• 20,000 likes on photos
tagged with
#Ohiomemory
• 68,000 users reached
• 421 approved photos
entered
• 134 partic...
CASE STUDY
#5
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
• Ta...
RESULTS
• Over 1,000 photos
submitted
• 18 people finished the
whole list
• Offline Media trying to
improve future
contest...
CASE STUDY
#6
Visit Austin, Texas
True 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 thr...
HOW
• ACVB chose 6 locals
that represent Austin’s
experience
• Visitors ask questions
via Facebook, E-mail, or
Twitter (#t...
RESULTS
• Austin visitors get
great local
recommendations
• In March 2013:
– 68 tweets
– 11 Facebook posts
– 32 E-mails
• ...
CASE STUDY
#7
Instagram /
Facebook Photo
Contest
WHY
Create awareness of
Bastrop’s “Buy It In
Bastrop” shop local
initiative
Promote the many ways
to enjoy downtown
Bast...
HOW
Ran Dec. 1-31, 2013
Contest announced on
Facebook, Twitter, &
Instagram
Photos must depict
shopping, food, and fun
...
Instagram
Promotional
Graphic
RESULTS
Facebook likes
increased 29%
Instagram fans
increased 35%
126 contest entries
68 new photos to
promote downtow...
CASE STUDY
#8
March Social Media
Awareness Month
WHY Solicit positive reviews
for downtown
businesses and
restaurants
Get the word out about
what Danville has to
offer r...
HOW
Printed postcards and
distributed them to
downtown businesses
and stores
Postcard had
instructions on how to
write r...
RESULTS Got some reviews
Didn’t promote the
campaign very much
Will revisit in 2014
Can I Help?
Call
Me!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulti...
Thank You!
Questions?
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
Super Social Media Social Promotions Case Studies
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Super Social Media Social Promotions Case Studies

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Webinar given to tourism partners in the Land of Lincoln region in Central Illinois on April 29, 2014.

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Transcript of "Super Social Media Social Promotions Case Studies"

  1. 1. SUPER Social Media Social Media Campaigns That Soar to Success! Land of Lincoln Webinar #3 April 29, 2014
  2. 2. Get these slides here:: http://sarahtpage.com/LandOfLincoln-Super-Social/
  3. 3. CASE STUDY #1 Facebook Sweepstakes
  4. 4. WHY • Create awareness of Night In Old Fredericksburg event • Grow Facebook fanbase • Increase Facebook engagement
  5. 5. HOW • Used WooBox to create Facebook sweepstakes tab • Required page like • Offered VIP prize package • Promoted on Facebook (July 1-19, 2013) • Encouraged social sharing
  6. 6. RESULTS • Generated 198 entries • Shared 120 times on Facebook • Increased Facebook page likes by 32.5% • Weekly engaged users increased by 140%
  7. 7. CASE STUDY #2 Pinterest/Facebook Contest
  8. 8. WHY • Inspire travel to the Beaches of Fort Myers and Sanibel • Increase Pinterest followers and Facebook fans • Increase PR about the destination in general
  9. 9. HOW • Created Facebook contest tab • Users created a Pinterest “Bucket List” board • 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
  10. 10. RESULTS
  11. 11. CASE STUDY #3 60 Miles in 60 Days Campaign
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. CASE STUDY #4 #Ohiomemory Photo Contest - Statigr.am
  16. 16. WHY • Increase awareness and reach of newly created Ohio Instagram account • Encourage followers to share photos of fun attractions and destinations in Ohio
  17. 17. HOW • Used Statigr.am as contest platform • Follow @Ohiogram on Instagram • Submit a photo of a favorite Ohio travel memory & tell why • Tag @Ohiogram and use the #Ohiomemory hashtag
  18. 18. RESULTS • 20,000 likes on photos tagged with #Ohiomemory • 68,000 users reached • 421 approved photos entered • 134 participants • 10,000 contest page views
  19. 19. CASE STUDY #5 Downtown Raleigh Bucket List Contest – Instagram/Twitter
  20. 20. WHY • Help people discover experiences in their city • Challenge people to actually go do them
  21. 21. 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
  22. 22. 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
  23. 23. CASE STUDY #6 Visit Austin, Texas True Austin Ask a Local Campaign
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. CASE STUDY #7 Instagram / Facebook Photo Contest
  28. 28. WHY Create awareness of Bastrop’s “Buy It In Bastrop” shop local initiative Promote the many ways to enjoy downtown Bastrop Build a repository of photos Increase @BuyBastropTX Instagram followers
  29. 29. HOW Ran Dec. 1-31, 2013 Contest announced on Facebook, Twitter, & Instagram Photos must depict shopping, food, and fun during the holidays Must use #BastropHolidays Weekly winners Fan vote for grand prize $200 shopping spree in a Bastrop store
  30. 30. Instagram Promotional Graphic
  31. 31. RESULTS Facebook likes increased 29% Instagram fans increased 35% 126 contest entries 68 new photos to promote downtown Bastrop
  32. 32. CASE STUDY #8 March Social Media Awareness Month
  33. 33. WHY Solicit positive reviews for downtown businesses and restaurants Get the word out about what Danville has to offer residents and visitors
  34. 34. HOW Printed postcards and distributed them to downtown businesses and stores Postcard had instructions on how to write reviews on Yelp! and Urban Spoon Stores displayed them at register or on tables
  35. 35. RESULTS Got some reviews Didn’t promote the campaign very much Will revisit in 2014
  36. 36. Can I Help? Call Me!
  37. 37. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
  38. 38. Thank You! Questions?
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