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


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These are the slides from the Social Media Showcase presented by Social Media Club of Dallas on 9/22/11.

These are the slides from the Social Media Showcase presented by Social Media Club of Dallas on 9/22/11.

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  • Highest open rate for any client to dateExtra Screenshots or anything else to describe what is implementedTools usedBest practices
  • Revenue: line out the door and had between 250-270 customers at one pointDatabase growthFan increase – cost per fanActivationEngagementtraffic
  • 97% of users who signed the petition, posted to their walls20% of signatures came from friends “recruiting”Jack Daniel’s branded content was highest downloaded contentApplication traffic and signature rates almost doubled after the 3rd week of the campaign due to increasing media impressions and spread of word-of-mouth from usersA clear call-to-action must be implemented on brand communication to drive traffic to desired experience (included on only 28% of campaign posts
  • Transcript

    • 1. Social Media Club of Dallas
    • 2. Agenda
      Welcome - @MikeDMerrill
      Intro of Sponsors –
      @RussosCoalfired @JaredRey
      Upcoming Events
      Social Media Showcase - Judges
      Social Media Speakers
      Post Celebration – Central 214
    • 3. Sponsors
    • 4.
    • 5. 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
    • 6. 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
    • 7. Atomic Design & Consulting– TwoRows Classic Grill
      Tiffany Michaelis
      Social Butterfly
      Agency URL:
    • 8. Business Problem
      Make TwoRows a St. Patrick’s Day Destination
      Serves American, Italian and Mexican food
      Bars and pubs nearby
      Fill the new patio
    • 9. 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
    • 10. Screenshots
    • 11. 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
    • 12. Results
      Restaurant at full capacity
      New likes on Facebook: up 1,143%
      Post views: up 47%
      Post interaction: up 47%
    • 13. 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
    • 14. BestBuzz – Taste of Dallas
      Carrie Layne
      CEO & Founder
    • 15. Business Objectives
      Increase pre-event awareness
      Generate “buzz” around event
      Increase social media reach
      Sell tickets
      Measure vendor success with quantifiable results
    • 16. Solution Proposed/Implemented
      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”
    • 17. Screenshots
      ToD Facebook
      ToD Website
    • 18. 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.
    • 19. Results
      Social growth
      ToD Facebook fans increased over 189%
      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
      3-6 posts per day on ToD & BestBuzz
      social pages
      1,462 unique user-generated posts to Facebook using BestBuzz platform
      Albertsons pre-event ticket sales increased over 700%
    • 20. Key Learnings and Takeaways
      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
    • 21. Buzzshift – People To People
      Elysa Rice
      Community Manager
      @elysa / @buzzshift
      Agency URL:
    • 22. 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
    • 23. Solution Proposed/Implemented
      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
    • 24. Screenshots
    • 25. High Engagement Factor
    • 26. 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.
    • 27. Key Learnings and Takeaways
      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.
    • 28. Slingshot– Jack Daniel’s
      Charles Black
      Account Supervisor and Mobile Specialist
      @CharlesRBlack @SlingshotLLC
      Agency URL:
    • 29.
      • Clearly communicate to consumers what the Back Jack campaign is and why they should participate
      • 30. Leverage the campaign to attract new fans to the Jack Daniel’s global brand page
      • 31. Maximize the number of consumers who engage with the campaign and sign the petition
      • 32. 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
      Campaign Video
    • 33. Traffic Drivers + User Flow
      On Premise
      Flash Banners
      Global Birthday Tab
      Rich Media
      FacebookLanding Page
      Facebook Ads
      Fan Page Posts
      Post Signature Page
      Word of Mouth
    • 34. 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).
    • 35. Key Learnings and Takeaways
      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.
    • 36. Standing Dog Interactive Event Cinemas
      Jennifer Eaton
      Director of Social Media
      @StandingDog @JenWinnEaton
    • 37. 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
      Third-Party Websites
    • 38. Solution Proposed/Implemented
      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
    • 39. So, This is How It Went Down…
      Sponsored Stories
      Like ads
    • 40. Insights
      Landing Tab
    • 41. 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.
    • 42. Results Continued…
      Box Office Sales – Facebook Advertising = ROI
      • $361,720 - $12,029.41= $349,691
      • 43. 30:1 ROI
    • Key Learnings and Takeaways
      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
    • 44. Weber shandwickamerican airlines Aadvantage
      Colin Alsheimer
      Account Supervisor
    • 45. 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
    • 46. Solution Proposed/Implemented
      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
    • 47. Screenshots
    • 48. Wildcard
      Facebook application built using Flash
      Used Radian6 to monitor and record mentions
    • 49. 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 link
      Over 2,500 mentions in mainstream news, blogs and social media
      332% increase in page interactions
    • 50. Key Learnings and Takeaways
      Social campaigns must be supported by other media channels
      Test, test, and test again
      Consider mobile