Social Media Showcase SMC Dallas 9/22/11

Social Media Club of Dallas
9.22.11
@smcdallas
#smcdallas
http://www.smcdallas.org

Agenda
Welcome - @MikeDMerrill
Intro of Sponsors –
@RussosCoalfired @JaredRey
@RedButtonTV@ChrisYates11
Upcoming Events
Social Media Showcase - Judges
Social Media Speakers
Post Celebration – Central 214

Sponsors

Upcoming SMC Dallas Events
October 20th
Smart Business, Social Business Book tour by Michael Brito, SVP of Edelman Digital
November 17th
No Bullshit Social Media Book tour by Jason Falls of Social Media Explorer
December 1st
Dreamfund Holiday Party at Dallas Comtemporary
DFWAMA, DFWIMA, PRSA, AAF, DFWSEM, DVSC, and more

Showcase Judges
Chris Baccus @CBaccus
Mark Brinkerhoff @MBrinkerhoff
Colin Burns @TheCBurns
Kate Hall @KateHall
Tiffany Monhollon @TMonhollon
Jessica Nunez @NunezPR
Kendall Shiffler @KendallAnne
Eric Swayne @Eswayne
Mike Merrill @MikeDMerrill

Atomic Design & Consulting– TwoRows Classic Grill
Tiffany Michaelis
Social Butterfly
@tleighmichaelis
Agency URL: www.atomicdc.com

Business Problem
Make TwoRows a St. Patrick’s Day Destination
Serves American, Italian and Mexican food
Bars and pubs nearby
Fill the new patio

Solution Proposed/Implemented
Drive foodies and current clientele from the email marketing to the Facebook page
Something BIG is coming to TwoRows…
Five cent green beer hour
Hinted on the Facebook Page to the secret hour

Screenshots

Email Campaign
Email marketing campaign stats:
Sent to 5,173
23% open rate
Click-through rate 9.6%
Received a 10 out of 10 rating score from Bronto

Results
Restaurant at full capacity
New likes on Facebook: up 1,143%
Post views: up 47%
Post interaction: up 47%

Key Learnings and Takeaways
Email and Social work together
Make sure it’s mobile
Go big or go home
Educate yourself on giveaways
Get your agency involved
Everyone loves cheap beer

BestBuzz – Taste of Dallas
Carrie Layne
CEO & Founder
@Best_Buzz
www.BestBuzz.Bz

Business Objectives
Increase pre-event awareness
Generate “buzz” around event
Increase social media reach
Sell tickets
Measure vendor success with quantifiable results

What Strategy Was Proposed?
Use the BestBuzz marketing platform as social media and promotional channel to reach beyond Taste of Dallas Facebook fan page
What was implemented?
4 unique Buzz QR Codes were created to track scans from event posters, social media, website, and Albertson’s POP display traffic for pre-event marketing
’30 Days of Giveaways’ promotion to increase awareness and build hype for the festival
Relationships were leveraged with Best of Texas brand and other local PR and blog partners
During the event, codes were created for vendors to turn “tasters” into “consumers”

Screenshots
ToD Facebook
ToD Website

Powered by BestBuzz
In the second it took to scan this code, Caitlin shared the Taste of Dallas
event promotion with 512 of her friends, creating instant “word-of-mouth” buzz.

Results
Social growth
ToD Facebook fans increased over 189%
Fans/Followers
1,465 new fans for ToD between 6/6-7/11
264,521 social impressions before event
401,523 social impressions during 3-day event
Engagement
3-6 posts per day on ToD & BestBuzz
social pages
1,462 unique user-generated posts to Facebook using BestBuzz platform
Traffic
Albertsons pre-event ticket sales increased over 700%

Taste of Dallas was able to market the event beyond the “Like” button
’30 Days of Giveaways’ enticed potential “tasters” with gift cards and prizes, creating instant “buzz” around the festival over 4 weeks leading up to the event
Event-goers had an avg. of 318 friends on Facebook, 245% over Facebook avg. of 130 friends *Extreme-Influencers
People are willing to engage with cutting-edge technology

Buzzshift – People To People
Elysa Rice
Community Manager
@elysa / @buzzshift
Agency URL: www.buzzshift.com

Business Problem
Recruiting – increase traffic to current lead generation process
Retention – retain clients from sign-up to trip departure to post-trip activities
Engagement – initiate and encourage conversation w/ teen demographic and alumni base
Advocacy – grow fan base while not sacrificing high level of engagement rate

SM campaign surrounding unique teacher-led trip (event and offline activities)
NBC/P2P/Education Nation contest winner + 12 students + Jordin Sparks
Geographic and logistic-specific interactions; support integrated w/ conversations
Integrated custom FB page, custom microsite, YouTube and P2P blog campaign

Screenshots

High Engagement Factor

Results
3,212% increase of fans from 3,478 to 25,229.
Almost 350% increase in engagement rate, from 1.69 comments per post to 4.19 comments per post.

Your campaign is only as good as your product.
The campaign played into the strengths of People to People: building relationships with clients for repeat purchases.
It helps if agency and comm. mgr believe in the cause/brand/product.

Slingshot– Jack Daniel’s
Charles Black
Account Supervisor and Mobile Specialist
@CharlesRBlack @SlingshotLLC
Agency URL: www.davidandgoliath.com

Clearly communicate to consumers what the Back Jack campaign is and why they should participate
Leverage the campaign to attract new fans to the Jack Daniel’s global brand page
Maximize the number of consumers who engage with the campaign and sign the petition
Build and maintain momentum for the campaign through the month of September
Overall Business Problem
JD Birthday is a 30-Day promotion that runs every year and there was a need to create a renewed buzz around it

Implementation
JAGTAG
Campaign Video

Traffic Drivers + User Flow
Point-of-Sale/
On Premise
Flash Banners
Global Birthday Tab
Rich Media
Banners
CRM
JAGTAG/SMS
FacebookLanding Page
Facebook Ads
Fan Page Posts
Post Signature Page
Word of Mouth
HappeningsBadge

Campaign Results
The campaign delivered 11,580,208 social digital impressions while the media support served additional impressions.
Within the 6 week campaign period, the petition garnered almost 15,000 digital petition signatures.
78% of visitors to the application landing page signed the petition.
32% of all visitors returned to the petition throughout the campaign.
20% of all users who signed the petition came through a friend’s wall post.
The Jack Daniel’s global brand page recruited 148,994 new fans (+27% increase) over the course of the campaign.
The U.S. only fan base grew 67% as a result of this campaign (100,337 new fans).

Users who engage with the brand or its properties online are willing to be brand ambassadors .
Social campaigns need the ramp up time.
The brand wall posts are important to a campaign’s success and thus should be carefully planned and executed (average engagement rate of 0.26%).
For JAGTAG, SMS/Text or other custom features to be effective, they must be included on as many promotional pieces as possible.

Standing Dog Interactive Event Cinemas
Jennifer Eaton
Director of Social Media
@StandingDog @JenWinnEaton
www.standingdog.com

Business Problem
Event Cinemas wanted to increase ticket sales to their 2011 Easter Movie Marathon.
Previous promotional budgets were allocated for a variety of media outlets.
Radio Ads
Magazines
Newspapers
Third-Party Websites

Allocate the entire budget ($12,000) to Facebook Ads
Suggested testing more than one ad format
Implemented Facebook Like Ads and Sponsored Stories that drove to the Marathons Custom Tab within Movie Marathons’ Facebook Page

So, This is How It Went Down…
Sponsored Stories
Like ads

Insights
Landing Tab

Results
The 2011 Easter Movie Marathon ticket and box office sales were 30% higher and topped the charts for the first time since Easter 2009.
A total of 16,279 tickets were sold generating $361,720.
Page likes grew from 6,528 to 22,098 likes in one week.
Total spend: $12,029.41 with a $0.86 per fan acquisition cost.
Sponsored Stories Ad: 8,492 fans; fan acquisition cost of $0.26.
Facebook Like Ads: 5,352 fans; fan acquisition cost of $1.82.

Results Continued…
Box Office Sales – Facebook Advertising = ROI
$361,720 - $12,029.41= $349,691
30:1 ROI

Social Media Ads Trump Traditional Advertising
Previous tactics using various media outlets failed to deliver the results of Facebook Ads only.
Sponsored Stories lowers the cost of Facebook Page likes only if active engagement is increased.
Facebook fans are fast and easy to come by but interacting with them is what builds brand loyalty.
Movie Marathons now has an online fan-base of 73,000, large enough to take advantage of the most natural and cost effective form of marketing – Word of Mouth

Weber shandwickamerican airlines Aadvantage
Colin Alsheimer
Account Supervisor
@colinize
http://www.webershandwick.com/

Business Problem
Generate awareness and buzz for new social media channels
Increase number of likes, followers and mentions of AAdvantage social pages
Generate new AAdvantage member enrollments

Created Mystery Miles Facebook game
Custom built Facebook application
Incentivize engagement with AAdvantage channels
Multiple channel support
100-100,000 AAdvantage miles to all who participated

Screenshots

Wildcard
Facebook application built using Flash
Used Radian6 to monitor and record mentions

Results
65% increase in new AAdvantage member accounts in first week
260,804 new likes, 6,867 new Twitter followers
169,762 clicks on the promoted bit.ly link
Over 2,500 mentions in mainstream news, blogs and social media
332% increase in page interactions

Social campaigns must be supported by other media channels
Test, test, and test again
Consider mobile

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Social Media Showcase SMC Dallas 9/22/11

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Social Media Showcase SMC Dallas 9/22/11 Presentation Transcript