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


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


  • 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