Social Media Case Study : SeaWorld

SeaWorld Social Media Marketing Case Study

conversational topics Manta Mania • Manta is a new mega attraction opening at SeaWorld Orlando Memorial Day Weekend • Combines a roller coaster with an immersive underwater experience Dolphin Bubbles • New dolphin activity observed at SeaWorld Orlando • Dolphins “blow bubbles” and play with them in the water

objectives Engagement • Encourage people to participate in discussion around SeaWorld Awareness • Raise overall awareness of SeaWorld within the social media space • Increase social media share of voice Demand • Create demand for Manta attraction Traffic • Drive traffic to SeaWorld.com • Drive traffic to dolphinbubbles.com • Drive views of dolphin bubbles video

strategy Connect with Leading Bloggers • Influencers chosen to experience Manta and SeaWorld Harness the longtail • Hundreds of smaller bloggers chosen to spread the word Give something back • A contest provided a way for influencers to give back to their audience • Provided a path to promote or explore SeaWorld offerings Leverage multiple platforms • SocialSpark and IZEA platform generated content on blogs, email, Twitter, Facebook, Flickr, UStream.tv and others Target consumers internationally

manta mania

program overview Blogger Tour of Manta Construction Site • 6 Influential bloggers chosen for a trip to Orlando • Julia Roy (www.juliaroy.com) • Sarah Austin (www.pop17.com) • Alex Schek (www.fayerwayer.com) • Wendy Piersall (www.sparkplugging.com) • Lucretia Pruitt (www.geekmommy.net) • Ted Murphy (www.ted.me) • Bloggers given exclusive access to the Manta site and SeaWorld Social Media Contest - “Manta Mania” • Bloggers given the opportunity to give away a trip for 4 to SeaWorld • Blog readers could enter via comment, tweet or blog post Activation through IZEA Network

manta mania blog posts

juliaroy.com “I can't wait to get back in May to ride the Manta! It is being constructed so that- while you are waiting in line for the ride- you are in a vast underwater cave with marine life of all sorts around you.The flying roller coaster itself is supposed to mimic the way a real Manta ray moves underwater.” - Julia Roy

geekmommy.net “I say ‘experience’ because it’s waaaay more than just an incredible one-of-a-kind coaster. There’s also the immersive aquarium experience and so much more than I can fit into just one blog post. (Yes, there will be more informational posts coming - I’m like that, remember?) Seriously, it’s not a “ride” it’s an experience. I personally can’t wait to get back there when it’s open.” - Lucretia Pruitt

sparkplugging.com “I almost feel bad about how much fun we had on this trip - I don’t really want to rub it in. :) But we got the VIP tour of the park with front of the line ride access, lunch with the Sharks, dolphin petting and feeding (OMG), and center-stage seats for the Shamu Believe show. I normally try to put some kind of ‘constructive criticism’ into my review posts to keep them real. But this trip? Flawless.” - Wendy Piersall

pop17.com “I got to pet a dolphin. It was so cute. At one point the dolphin jumped up on the ledge so we would all pet his belly. Sea World is awesome and Florida is the perfect climate so I figured why not fly out for the weekend to check it out. I was more than impressed to say the least. Loved it!” - Sarah Austin

ted.me “It was so cool to hear directly from the people that conceptualized and managed this massive project.You could tell that they are genuinely excited to share their creation with the public. I never realized how much goes into building an attraction like this; it makes me appreciate Manta that much more.” - Ted Murphy

fayerwayer.com “Hablamos con los ingenieros y diseñadores de esta atracción, que no solamente será una montaña rusa voladora, sino también una experiencia con acuarios llenos de especies marinas especialmente traídas desde América del Sur.” - Alex Sheck

select blog comments We've never been to Sea World. I know my kids Our family loves Sea World anyways, Manta would have a blast! just makes it more awesome! - Jaclyn Reynolds - Patti Scanlon I would love to take my nephews on what would be a dream vacation to Sea World. They WOW I can not even express how much my don't often get a chance to get away and have family would appreciate a wonderful trip to fun, so this would be an amazing, once-in-a- SeaWorld!! This would be a dream for my lifetime opportunity. daughter! Absolutely a thrill of a lifetime to ride Manta. - Samantha LeVan - Michelle I would love to go to Sea World. My family has never really been anywhere. We tend to stay really close to home. This would give them something that I never really could. It would Thrilled you had such an awesome trip. Can't be great to see my 10 year old’s face just seeing wait to read more posts about it. the dolphins. - Classy Mommy - Tracy H

manta engagement Six Initial blog posts Spawned an additional 21 organic posts 1635 total comments over all posts Average of 272 comments per post

twinfluencers Notable Twitter participants in the Manta Campaign user handle followers* Twittercounter.com Rank* @chrisbrogan 60172 193 @ jessicaknows 13611 845 @juliaroy 24679 422 @geekmommy 12287 968 @unmarketing 20451 504 @emom 20067 522 @tedmurphy 11418 1054 @classymommy 3163 5178 @hbobier 1782 12052 Total 167630 * Twitter Counter data as of April 6, 2009

0 14 28 42 56 70 84 98 112 126 140 Jan 1 2009 Jan 3 2009 Jan 5 2009 Jan 7 2009 Jan 9 2009 Jan 11 2009 Jan 13 2009 Jan 15 2009 Jan 17 2009 Jan 19 2009 Jan 21 2009 Jan 23 2009 Jan 25 2009 Jan 27 2009 Ma Jan 29 2009 Pre-Tour Buzz nt Jan 31 2009 aT ou r Feb 2 2009 Feb 4 2009 Feb 6 2009 Feb 8 2009 Feb 10 2009 Feb 12 2009 Feb 14 2009 Con Feb 16 2009 tes Feb 18 2009 t La Feb 20 2009 Feb 22 2009 unc h Feb 24 2009 Feb 26 2009 Feb 28 2009 Mar 2 2009 Mar 4 2009 Mar 6 2009 brand awareness Mar 8 2009 Mar 10 2009 Mar 12 2009 Mar 14 2009 Number of Posts Mentioning “SeaWorld” on Twitter Mar 16 2009

tweet reach The average tweet reached the timeline 529,368 of 253 followers Direct Followers SeaWorld 2,086 twitter network Tweets

flickr

friendfeed

youtube

dolphin bubbles

program overview Dolphin bubbles video created by SeaWorld IZEA created dolphinbubbles.com • Custom blog design and implementation • Contracted bloggers to create initial site content Promotion of dolphinbubbles.com • Sponsored conversations • Display ad units for blog advertising

dolphin bubbles blog posts

momminitup.com “Is about the coolest thing I’ve ever seen! Joshua and I watched it together twice today and it is truly fascinating & fun. I knew dolphins were smart, but to see them creating a toy for themselves to play with and then doing so many different things with it is just incredible.” - Jenny Rapson

musingsofahousewife.com “My kids were mesmerized, particularly my 3- year-old. After the rest of us left the room, she stayed behind to watch it again. When she joined us in the kitchen for lunch, she said excitedly,‘Mom! I’m going to be a dolphin when I grow up!’” - Jo-Lynne Shane

skimbacolifestyle.com “I would love to take her to SeaWorld Orlando to see these dolphins - they are the perfect combination of beauty and brain with a attitude of living life to the fullest and having fun.” - Katja Presnal

pensieve.com “Are you planning a trip to Florida this summer? Are you planning a trip to Sea World? ARE YOU GOING TO GET TO SEE THESE CREATURES AT PLAY BEFORE I DO??” - Robin Dance

dolphinbubbles.com

select blog comments That was an awesome video. I hope I will be That is crazy! I was on Sea World's website able to take my kids one day to experience earlier today! We live in Cali and I want to take that. my son there ASAP!!! - Melissa - Meg That is so cool! I had no idea - you learn something new everyday and that means That is TOO COOL. Just amazing. I also love the dolphins too! way they taught each other how to do it. Awesome. - Jeanette - Anonymous wow! that’s so amazing! I never had seen anything like that before. I had been to parks and aquariums seeing dolphins, but this is my We visited Discovery Cove at Sea World and first time seeing them make those bubbles and totally LOVED it!!! Dolphins are such incredible play with them…it’s a cute thing to see them animals!!! I can't wait to go back... do it. I wanna see them actually doing it! - Jenarae - Angel Noah

youtube video

youtube video 2n dM os tV iew ed

engagement DolphinBubbles.com 10 posts in first month • 172 comments • Average of 17 comments/post • 90,000 pageviews in first month • Dolphin Bubbles Video • 800,000 views in first month • 1,282 users ratings • 632 comments

select tweets This is really cool! Thanx, @MarijoJ: Sea World Here is a very cute site for kids about dolphins Dolphin Bubbles... http:// http://www.dolphinbubbles.com/ and www.dolphinbubbles.com/ Discovery Cove I was here http:// www.dolphinbubbles.com/ ..admiring WOW! Dolphins are AMAZING! Check this out: dolphins creating 'smoke-rings' with air http://www.dolphinbubbles.com/ bubbles. Put video on fullscreen. Amazing.

google search

metrics

awareness & intent 86.9% of bloggers first heard about the Dolphin Bubbles from SocialSpark. 95.5% of bloggers are more likely to go to SeaWorld after writing about it. 5% 13% 87% 96% Awareness Intent

Social Media Index (SMI) Vitrue SMI Trend Report : SeaWorld 60.0 56.0 34% 52.0 UPLIFT st 48.0 g Po t Blo 44.0 Firs 40.0 36.0 32.0 What is SMI? The score measures 28.0 conversations across Social Networks, Micro-Blogs, Photo Sharing,Video Sharing and 24.0 General Blog sites. 20.0 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30 1/31 2/1 2/2 2/3 2/4 2/5 2/6 2/7 2/8 2/9 2/10 2/11 2/12 2/13 2/14 2/15 2/16 2/17 2/18 2/19 2/20 2/21 2/22 2/23 2/24 2/25 2/26 2/27 2/28 Seaworld

www.izea.com twitter @izeainc

http://izea.com	2279
http://www.investinsocial.com	552
http://www.ted.me	177
http://www.slideshare.net	25
http://greenteafw.blogspot.com	22
http://www.linkedin.com	5
http://greenteafw.blogspot.de	2
http://greenteafw.blogspot.ru	2
http://webcache.googleusercontent.com	2
http://jasonkeath.com	1
http://74.125.39.132	1
http://web.archive.org	1

Social Media Case Study : SeaWorld

by Ted Murphy

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