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Lāna‘i Visitors Bureau    New Media Artist-in-Residence       Social Media Campaign                                       ...
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling   2
Average Klout ScoreRoxanne Darling • www.barefeetstudios.com • @roxannedarling   3
Average Klout ScoreRoxanne Darling • www.barefeetstudios.com • @roxannedarling   3
Six Months                                                              photo credit: Andy BealRoxanne Darling • www.baref...
Six Months               January - June 2011                                                              photo credit: An...
Plus Secret Sauce        Bloggers were treated as special invited guests        Required to collaborate over 6 months     ...
photo credit: Travels With TwoRoxanne Darling • www.barefeetstudios.com • @roxannedarling                                 ...
Assets:             Blog            Twitter           Facebook            Flickr                                          ...
photo credit: The Vacation GalsRoxanne Darling • www.barefeetstudios.com • @roxannedarling                                ...
55 Blog Posts            381,000            monthly           pageviews                                                   ...
photo credit: Chris Gray FaustRoxanne Darling • www.barefeetstudios.com • @roxannedarling                              8
Several Hundred           Photographs                                                        photo credit: Chris Gray Faus...
on Google          for     “Visit Lanai”                                                              photo credit: Andy B...
516%         Increase      on Google          for     “Visit Lanai”                                                       ...
Results for                     “Visit Lanai”Roxanne Darling • www.barefeetstudios.com • @roxannedarling   10
2.5 Million New                      Results for                     “Visit Lanai”Roxanne Darling • www.barefeetstudios.co...
Visitor Spending                                                              photo credit: J Glenn MontanoRoxanne Darling...
Visitor Spending                          Up 28%                                                              photo credit...
based on     production        costs                                                              photo credit: Travels wi...
715% ROI      based on     production        costs                                                              photo cred...
based on           PR/SM            Value                                                              photo credit: Andy ...
Total ROI       $1.5M          based on           PR/SM            Value                                                  ...
Syndicated in:Roxanne Darling • www.barefeetstudios.com • @roxannedarling   14
Syndicated in:Roxanne Darling • www.barefeetstudios.com • @roxannedarling   14
Praised by:Roxanne Darling • www.barefeetstudios.com • @roxannedarling   15
Praised by:Roxanne Darling • www.barefeetstudios.com • @roxannedarling   15
Loved by:              The Client:              I am blown away by how much "the              needle moved" and the minimu...
Designed &     Produced by:     Roxanne Darling             barefeetstudios.comRoxanne Darling • www.barefeetstudios.com •...
Designed &     Produced by:     Roxanne Darling             barefeetstudios.comRoxanne Darling • www.barefeetstudios.com •...
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Lvb rox-2011-case-study

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Social Media Marketing Case Study for the Hawaiian island of Lanai featuring our innovative New Media Artist-in-Residence Program.

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  • Transcript of "Lvb rox-2011-case-study"

    1. 1. Lāna‘i Visitors Bureau New Media Artist-in-Residence Social Media Campaign 1Roxanne Darling • www.barefeetstudios.com • @roxannedarling photo credit: Everything Everywhere
    2. 2. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    3. 3. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    4. 4. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    5. 5. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    6. 6. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    7. 7. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    8. 8. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    9. 9. Seven BloggersRoxanne Darling • www.barefeetstudios.com • @roxannedarling 2
    10. 10. Average Klout ScoreRoxanne Darling • www.barefeetstudios.com • @roxannedarling 3
    11. 11. Average Klout ScoreRoxanne Darling • www.barefeetstudios.com • @roxannedarling 3
    12. 12. Six Months photo credit: Andy BealRoxanne Darling • www.barefeetstudios.com • @roxannedarling 4
    13. 13. Six Months January - June 2011 photo credit: Andy BealRoxanne Darling • www.barefeetstudios.com • @roxannedarling 4
    14. 14. Plus Secret Sauce Bloggers were treated as special invited guests Required to collaborate over 6 months Custom graphic provided for attribution/FTC Close connections with local community Complete editorial freedom Small stipend plus all travel expenses paidRoxanne Darling • www.barefeetstudios.com • @roxannedarling 5
    15. 15. photo credit: Travels With TwoRoxanne Darling • www.barefeetstudios.com • @roxannedarling 6
    16. 16. Assets: Blog Twitter Facebook Flickr photo credit: Travels With TwoRoxanne Darling • www.barefeetstudios.com • @roxannedarling 6
    17. 17. photo credit: The Vacation GalsRoxanne Darling • www.barefeetstudios.com • @roxannedarling 7
    18. 18. 55 Blog Posts 381,000 monthly pageviews photo credit: The Vacation GalsRoxanne Darling • www.barefeetstudios.com • @roxannedarling 7
    19. 19. photo credit: Chris Gray FaustRoxanne Darling • www.barefeetstudios.com • @roxannedarling 8
    20. 20. Several Hundred Photographs photo credit: Chris Gray FaustRoxanne Darling • www.barefeetstudios.com • @roxannedarling 8
    21. 21. on Google for “Visit Lanai” photo credit: Andy BealRoxanne Darling • www.barefeetstudios.com • @roxannedarling 9
    22. 22. 516% Increase on Google for “Visit Lanai” photo credit: Andy BealRoxanne Darling • www.barefeetstudios.com • @roxannedarling 9
    23. 23. Results for “Visit Lanai”Roxanne Darling • www.barefeetstudios.com • @roxannedarling 10
    24. 24. 2.5 Million New Results for “Visit Lanai”Roxanne Darling • www.barefeetstudios.com • @roxannedarling 10
    25. 25. Visitor Spending photo credit: J Glenn MontanoRoxanne Darling • www.barefeetstudios.com • @roxannedarling 11
    26. 26. Visitor Spending Up 28% photo credit: J Glenn MontanoRoxanne Darling • www.barefeetstudios.com • @roxannedarling 11
    27. 27. based on production costs photo credit: Travels with TwoRoxanne Darling • www.barefeetstudios.com • @roxannedarling 12
    28. 28. 715% ROI based on production costs photo credit: Travels with TwoRoxanne Darling • www.barefeetstudios.com • @roxannedarling 12
    29. 29. based on PR/SM Value photo credit: Andy BealRoxanne Darling • www.barefeetstudios.com • @roxannedarling 13
    30. 30. Total ROI $1.5M based on PR/SM Value photo credit: Andy BealRoxanne Darling • www.barefeetstudios.com • @roxannedarling 13
    31. 31. Syndicated in:Roxanne Darling • www.barefeetstudios.com • @roxannedarling 14
    32. 32. Syndicated in:Roxanne Darling • www.barefeetstudios.com • @roxannedarling 14
    33. 33. Praised by:Roxanne Darling • www.barefeetstudios.com • @roxannedarling 15
    34. 34. Praised by:Roxanne Darling • www.barefeetstudios.com • @roxannedarling 15
    35. 35. Loved by: The Client: I am blown away by how much "the needle moved" and the minimum estimated value vs. actual ROI... the results went well beyond my wildest hopes for the campaign.Roxanne Darling • www.barefeetstudios.com • @roxannedarling 16
    36. 36. Designed & Produced by: Roxanne Darling barefeetstudios.comRoxanne Darling • www.barefeetstudios.com • @roxannedarling 17
    37. 37. Designed & Produced by: Roxanne Darling barefeetstudios.comRoxanne Darling • www.barefeetstudios.com • @roxannedarling 17
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