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
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
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
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
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”
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%
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
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
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
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.
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.
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).
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.
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
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
So, This is How It Went Down… Sponsored Stories Like ads
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.
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
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
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
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
Key Learnings and Takeaways Social campaigns must be supported by other media channels Test, test, and test again Consider mobile