Social Media Club of Dallas Social Media Showcase II

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On July 19th, we featured 6 case studies as part of our second annual social media showcase.

On July 19th, we featured 6 case studies as part of our second annual social media showcase.

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  • The Social Media Club of Dallas is pleased to announce the Second Annual Social Media Showcase.
  • Influencer “ambush” videos Blogger outreach Content syndication Live show takeovers Traditional media integration

Transcript

  • 1. 7.19.12 @smcdallas #smcdallashttp://www.smcdallas.org
  • 2. Thank Your Sponsors! On Twitter@JakesBurgers@AllenTsaiPhoto@StandingDog
  • 3. Agenda Welcome – Kendall Shiffler, @kendallanne 2012 Chapter Survey Winner Membership – Mark Brinkerhoff Intro of Sponsors  Jakes, Allen Tsai Photography, Standing Dog Upcoming Events Social Media Showcase - Judges Showcase Presenters Post Tweetup – People’s Last Stand
  • 4. SMC Dallas Chapter Survey Winner! Thank you for participating! 114 Responses 1 Prize - $100 Visa Gift Card Winner… Colter Hall of FanCorps! Next Opportunity to Win… Showcase Event Survey, Emailed Tomorrow
  • 5. SMC Dallas Membership Packages “Ambassador” and “Business”Ambassador Level: $225/year  30% off the average, individual event ticket priceBusiness Levels  Up to three (transferable) memberships: $750/year  Up to five (transferable) memberships: $1250/yearVisit smcdallas.org/memberships for completemembership package details, including associated
  • 6. Become an SMC Dallas “Ambassador” TodaySpecial offer for New Members:  Sign up after the event*, and you’ll get $50 off your Ambassador-level membership  $175 tonight only (regularly $225)*See SMC Dallas President Kendall Shiffler or learnmore at smcdallas.org/membership
  • 7. Thank You to Our Inaugural Business Partners
  • 8. We want to thank our in-kindsponsors:
  • 9. Sponsors
  • 10. Upcoming SMC Dallas Events August 16  Bryan Person Moderates Social Media Customer Service Panel  Sponsored by Sprint October 25  Scott Stratten Book Tour – The Book of Business Awesome December 6  Jingle Mingle
  • 11. Showcase Judges Mark Brinkerhoff – @MBrinkerhoff Elysa Ellis – @elysa Cameron Gawley @cgawley Mike Merrill – @MikeDMerrill Tiffany Monhollon – @TMonhollon Catherine Nodurft – @catherinekaram Jessica Nunez – @NunezPR Owen Nwanze – @TheBritishTexan Kendall Shiffler – @KendallAnne Andy Valverde – @TheDallasGeek
  • 12.  Jackie Bese of Atomic Design & Consulting for Armed Forces Bowl Miker Stovall of Fleishman-Hillard for Chevy Alyssa Gardina of Weber Shandwick for RadioShack Jeff Schick of Online Performance Marketing for iFratelli Jeremy Vest of Wasp Barcode Technologies John Lee of Digital Growth Strategies for YoCrunch Yogurt
  • 13. Jackie BesePartner@atomicjackieAgency URL: www.atomicdc.com
  • 14. Business Problem Attract and boost interactions with fans, teams, and conferences Sell tickets and merchandise Increase awareness of the Bell Helicopter Armed Forces Bowl Increase value to existing sponsors and attract future sponsors Grow existing sponsorship levels Total 2 month action plan – started November 1
  • 15. Solution Proposed/ImplementedSponsor involvement  Engage other pages  “Where is the Bell  Military – Veterans Day and Helicopter?” Pear Harbor Remembrance  Poster creation Day  In-Game Adventure Zone  Connected with Gary Sinise sponsor promotion and Lt. Dan BandInteracted with fans before/during  Set up, managed and ranthe game targeted Facebook ad  Tweet your seat campaigns  Dallas residents, Tulsa Fans,  VIP trivia giveaway BYU Fans, and Military  What are you thankful for  Raffle giveaways  Coach Press Conference
  • 16. Screenshots  “Where is the Bell Helicopter?” Sponsor Promotion (SMU and Lexus) “Tweet your Seat” WinnersFan Photo Submission by Handing out tickets to the military Gary Sinise and the Lt. Dan BandTicket Winner
  • 17. Wildcard slideArmed Forces Bowl Atomic handing out Social Interview for Channel 11Adventure Zone Area Media Flyers for people to News about AFB social media connect with Armed Forces Bowl
  • 18. ResultsGrew email marketing database over 3%  Media involvement  From a single day campaign element  Channel 11 interview based on social alone media use by AFBPositive feedback from sponsors  Fan growth  Extremely positive feedback from  Facebook: Over 28% increase in fans sponsors, marketing, and  Twitter: Over 40% increase in communications officers followers  Increased on-site promotions with  Reach increased by over 24,000% posters  2,000 more military personnel benefited  Gary Sinise connections from our efforts  Over 5,800 connections, Avg. of  Over 6,000 Military tickets were 450 talking about it. given out in 2011  Compared to 4,000 tickets in 2010
  • 19. Key Learnings and TakeawaysPlan promotions  Don’t be afraid to ask for more  Prepare for: giveaways  Promotional requests  Allow ample time for sponsors’  Approval processes social marketing teams to  Do your research coordinate and get involved – can’t rely on timely responses  Venue restrictions and opportunities  Share victories with the client  Report in real time  Space and time limitationsCreate checklist and timeline to share  Outline expectations and goalswith the client well in advance of event  Qualitative and quantitativeBackup plans for internet connectivity,photography, and event setup
  • 20. Q&A
  • 21. Miker StovalSVP, Content@mikerstoAgency URL: www.fleishmanhillard.com
  • 22. Goals for Chevrolet’s SXSW Sponsorship1 Leverage their SXSW sponsorship to attract a new generation of younger drivers to the Chevy brand and its new line-up of vehicles? Lead SOV for #SXSW among SXSW sponsoring brands and2 maintain positive sentiment for Chevrolet/GM sponsorship and event involvement3 Create unique festival experiences that will resonate with younger consumers and still remain true to the brand4 Increase participation and reach of Chevy brand by increasing content engagement ratio
  • 23. Connection StrategyBe more than just a sponsor.Add value to the festival by improving the experience ofthose in attendance + offering exclusive content to thefolks at home.Communication PlatformWhat Drives You - From INSPIRATION to INNOVATION?
  • 24. SXSW attendees could recharge theirmobile devices in the Chevy VoltRecharge LoungeThe Chevy Sound Garage wascreated to encapsulate the festivalitself: A representation of the bestmusic, art, and technology - all in oneplaceA fleet of 55 “Catch A Chevy” cars tohelp attendees get to the 8 officialSXSWi campuses and multiple musicvenues
  • 25. We maintained multiple Facebookpages and Twitter handles to reportfestival occurrences; stay connectedto our core audience; and to welcomenew fans into the fold.All driving traffic back to acentralized content hub.Over 90 pieces of original contentsurrounding the theme “What DrivesYou” were created over the course of10 days to bring the experience tothose who could not attend
  • 26. The pairing of new technology with brand marketing positionedRESULTS Chevy as an innovative and forward-thinking company and garnered:  39 Million estimated 12,442 Catch a Chevy pick-ups traditional media reach 22,328 Catch a Chevy  Ad Age story recognizes GM passengers as one of the festival’s “big 5,524 Volt Recharge Lounge marketing winners” visitors  > 41,000 new Facebook fans 18,567 total tweets  > 2,400 new Twitter 85 total Facebook posts followers 149 total blog posts  13,000 tweets in nine days 92 total YouTube videos  514,000 page views on 65.9 million total web Chevy.com/SXSW impressions
  • 27. Key Learnings and TakeawaysBE USEFULBE ENTERTAININGOR BE IGNORED
  • 28. Q&A
  • 29. Alyssa GardinaDigital Supervisor@agardinaAgency URL: www.webershandwicksouthwest.com
  • 30. Business Problem
  • 31. Our Solution Develop dynamic content that crossed a variety of digital channels Engage and collaborate with influencers to amplify and endorse the campaign Expose audiences to a variety of messaging, from videos to blog posts to social updates
  • 32. Video Content Influencer Ambushes Geek Beat LIVEInfluencer Ambushes Tongal Videos
  • 33. Social and Traditional Sharing
  • 34. Results More than 20 million social media impressions:  4.5 million impressions from influencer posts  7,000 video views, 47% generated by media outreach efforts Generated business results enabling RadioShack to top:  More than $3 million in retail trade-in value  3x the use of the Trade & Save app versus prior month.  82K devices traded in – 2.5x the average monthly device trade-ins
  • 35. Key Learnings and Takeaways Video is a great way to tell a story Get to know your influencers Set your goals based on the data you have Integrate, integrate, integrate:  Across departments  Among agencies  With other promotions  Everywhere you can!
  • 36. Q&A
  • 37. Jeff SchickDirector of Integrated Digital Strategy@liketherazortheresults.onlineperformancemarketing.com
  • 38. Business Problem There wasn’t a business problem Brand preparing for 25th Anniversary Giving back was part of their brand Problem was the lack of fundraising dollars available for local organizations & charitiesObjective Emotionally connect with consumers to be a part of a “solution”Strategy Create a social- and viral-only, community-based fundraiser for DFW residents
  • 39. Brand & Content StrategyLocal Authenti Famil Communit c y y
  • 40. Bringing the Idea to Life FIRST: Create a name/identity  Pizza DoughNation SECOND: Get fans excited  Fans nominated their favorite charities  Armed with best practices for success THIRD: “It Takes a Village”  Fans, charity and organization’s networks leveraged to spread word  Code words were seeded across social media  Consumers mentioned code words during order FOURTH: Measure  Sales were tracked by code word FINALLY: Give and Receive  Facilitated check presentations  Seeded on OWNED media  Drove EARNED media
  • 41. Tools Website/Blog  Program overview, nomination form, best practices and tips and view past results  Branded as “The Sauce” Twitter  Geo-target/contextual conversations on pizza occasions  Flighted content from 11-2 and 4-8 to capitalize on lunch and dinner  Cross-promoted to Facebook, then to the blog  Identified influencers to propel the success of the program Facebook  Documented and housed the brand’s “giving back” story  Developed relationships with local, regional and national chapters  Capitalized on the Facebook EdgeRank Algorithm by focusing on an aggressive news feed optimization strategy
  • 42. Analytics & Measurement HootSuite Facebook Analytics Twitter Counter Twitalyzer Tweetstats Google Analytics
  • 43. Results Increased Traffic to “The Sauce”  3,000 unique visits for nominations  86% were leads driven by social media  14% were direct URL entry  Inherent increase in engagement on site
  • 44. Results Social Engagement “Beyond the Like”  Facebook  Increased impressions from 40K/month to 125K/month  Reached an additional 12K uniques  Twitter  Increased RT rate (generosity) from 0 to 19.4%  Created VIP group for future programs  Expanded the brand’s reach beyond DFW  Pickups by one of Forbes’ Top 20 Social Media Icons, as well as international exposure  Word-of-Mouth  Via positive word-of-mouth, the brand was selected to participate in Dallas’ first walking culinary tour: Food Tours of America  Good Morning Texas segment drove EARNED media impressions
  • 45. Results Drove Revenue and Significant Social ROI  While the main objective of “Pizza DoughNation” was not financial in nature, the brand did see a natural increase in sales:  February – 304%  March – 310%  April – 381%  May – 340%  June – TBD
  • 46. Results  The Greatest Result: Making a Difference Coppell Lacrosse Friends of White RockAmerican Cancer Society Lonestar Building Club Association Lake Dog Park Cottonwood Creek McKinney Arts Boy Scouts of America Frisco Cares Elementary Contemporary Dallas Center for National Multiple Chabad of Plano GRACE Architecture Sclerosis Society Colleyville Heritage Dalmatian Rescue Grapevine High School Stonegate High School Community Partners Irving MacArthur DFW Humane Society Texas Trees Foundation of Dallas High School Early ChildhoodCoppell Bible Fellowship Irving Symphony League Water is Basic Development Center Flower Mound Woodhaven Coppell High School Kingdom Come High School Presbyterian Church Friends of the Bath Leukemia & Coppell Family YMCA Young Life House Cultural Center Lymphoma Society
  • 47. Key Learnings and Takeaways Social Media RESULTS are not just for big brands. If done right, small- to medium-sized brands can leverage social media to accomplish many objectives whether attitudinal, behavioral or financial. Get the product, service and experience right FIRST. Get cross-functional teams involved. They will begin to place a higher value on social media. Don’t be afraid to ask fans and followers for help. Engage.
  • 48. Q&A
  • 49. Jeremy VestSenior SEM & Online Manager@waspbarcodeAgency URL: www.youtube.com/waspbarcode
  • 50. Business Problem Wasp Barcode Technologies was looking to increase targeted web traffic to their website and to increase brand awareness.www.YouTube.com/Waspbarcode
  • 51. Solution Proposed/Implemented Wasp Barcode Technologies created content with the sole intention of reaching a targeted audience. The video was tailored to resonate with those individuals looking for a barcoding solution.
  • 52. Solution Proposed/Implemented Once the content was completed, Wasp Barcode Technologies implemented an online strategy to ensure their audience saw the content. This included optimizing the content for YouTube search, using YouTube’s social aspect to leverage content engagement, and implementing an ad strategy through Google AdWords for Video.
  • 53. Results Summary YouTube - biggest traffic referrer Demo leads +63% Subscribers +4,190 Videos lead to higher engagement Traffic 450,000+ 12+ Awards Video content marketing works well
  • 54. YouTube – Biggest Traffic Referrer
  • 55. Engagement
  • 56. Results - Huge Targeted Traffic
  • 57. Key Learnings and TakeawaysThings we learned1.Social is the most important element to get video views2.YouTube search ranking can be HUGE3.Video can produce great referring traffic if you engage prospects4.Don’t tell your story listen to viewers needs5.You only have seconds to engage viewers6.Inexpensive video advertising works7.Video Content marketing works!8.Search engine keyword research is MUCH different on YouTube9.Create bad videos and get bad results10.Viral video is not a marketing plan
  • 58. Q&A
  • 59. John M. LeeCEO@johnmleeDigitalGrowthStrategy.com
  • 60. Business Problem  Small player in the $7.6B yogurt & on-fire Greek yogurt categories  Category dominated by large ($$$), well known players like Fage, Chobani & Yoplait  How can YoCrunch break thought the clutter and drive awareness, buzz and trial?  Social Media Objectives:  Grow Facebook Fanbase  Facebook primary platform, Twitter secondary  Drive engagement with fans  Increase % positive brand mentions
  • 61. Solution Proposed/Implemented Overall strategy: avoid offline advertising and focus all efforts online Campaign Elements:  New interactive website  Social media strategy & implementation  Online ad campaign  Comprehensive PR plan (off and online) Multiple monitoring/performance tracking tools including Radian6 for social media
  • 62. Screenshots
  • 63. Online Ads
  • 64. Results Facebook Avg. Interaction % Brand Mentions Likes Per FB Post PositiveJune 30, 2011 1,500 19 19%Dec. 31, 2011 155,000 175 32%
  • 65. Key Learnings and Takeaways Integration essential. No one discipline can stand alone. Getting other people to talk about you works Content strategy/conversation calendar mandatory UGC will appeal to hardcore Fans. Others need to be incentivized; (doesn’t take much). Understand the best use of each platform
  • 66. Q&A
  • 67. Showcase Event Survey Watch for the survey email tomorrow! Enter for your chance to win… $25 Amazon Gift Card!Now: Tweetup at People’s Last Stand