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/year
Visit smcdallas.org/memberships for complete
membership 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 learn
more at smcdallas.org/membership
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
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
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/Implemented
Sponsor 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 Band
Interacted with fans before/during Set up, managed and ran
the 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” Winners
Fan Photo Submission by Handing out tickets to the military
Gary Sinise and the Lt. Dan Band
Ticket Winner
17. Wildcard slide
Armed Forces Bowl Atomic handing out Social Interview for Channel 11
Adventure Zone Area Media Flyers for people to News about AFB social media
connect with Armed Forces
Bowl
18. Results
Grew email marketing database over 3% Media involvement
From a single day campaign element Channel 11 interview based on social
alone media use by AFB
Positive 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 Takeaways
Plan 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 limitations
Create checklist and timeline to share
Outline expectations and goals
with the client well in advance of event Qualitative and quantitative
Backup plans for internet connectivity,
photography, and event setup
22. Goals for Chevrolet’s SXSW
Sponsorship
1 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 and
2
maintain positive sentiment for Chevrolet/GM sponsorship and
event involvement
3 Create unique festival experiences that will resonate with
younger consumers and still remain true to the brand
4 Increase participation and reach of Chevy brand by increasing
content engagement ratio
23. Connection Strategy
Be more than just a sponsor.
Add value to the festival by improving the experience of
those in attendance + offering exclusive content to the
folks at home.
Communication Platform
What Drives You - From INSPIRATION to INNOVATION?
24. SXSW attendees could recharge their
mobile devices in the Chevy Volt
Recharge Lounge
The Chevy Sound Garage was
created to encapsulate the festival
itself: A representation of the best
music, art, and technology - all in one
place
A fleet of 55 “Catch A Chevy” cars to
help attendees get to the 8 official
SXSWi campuses and multiple music
venues
25. We maintained multiple Facebook
pages and Twitter handles to report
festival occurrences; stay connected
to our core audience; and to welcome
new fans into the fold.
All driving traffic back to a
centralized content hub.
Over 90 pieces of original content
surrounding the theme “What Drives
You” were created over the course of
10 days to bring the experience to
those who could not attend
26. The pairing of new technology with brand marketing positioned
RESULTS 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
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 LIVE
Influencer Ambushes
Tongal Videos
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!
37. Jeff Schick
Director of Integrated Digital Strategy
@liketherazor
theresults.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 & charities
Objective
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 Strategy
Local 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
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 Rock
American 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 Childhood
Coppell 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.
48. 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.
50. Jeremy Vest
Senior SEM & Online Manager
@waspbarcode
Agency URL: www.youtube.com/waspbarcode
51. Business Problem
Wasp Barcode Technologies was
looking to increase targeted web traffic
to their website and to increase brand
awareness.
www.YouTube.com/Waspbarcode
52. 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.
53. 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.
54.
55. 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
59. Key Learnings and Takeaways
Things we learned
1.Social is the most important element to get video views
2.YouTube search ranking can be HUGE
3.Video can produce great referring traffic if you engage prospects
4.Don’t tell your story listen to viewers needs
5.You only have seconds to engage viewers
6.Inexpensive video advertising works
7.Video Content marketing works!
8.Search engine keyword research is MUCH different on YouTube
9.Create bad videos and get bad results
10.Viral video is not a marketing plan
62. 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
63. 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
66. Results
Facebook Avg. Interaction % Brand Mentions
Likes Per FB Post Positive
June 30, 2011 1,500 19 19%
Dec. 31, 2011 155,000 175 32%
67. 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
69. 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
Editor's Notes
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