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Michael Durwin
Michael Durwin

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Michael Durwin Social Media Case Studies UPDATED: SEPT 14, 2016
Michael Durwin DURWIN MICHAEL INNOVATION, DIGITAL & SOCIAL MEDIA STRATEGIST
Michael Durwin 1 SOCIAL MEDIA CAMPAIGN: 1995 BRAND FAN PAGE WEBSITE VIDEO BRAND MYSPACE PAGE BRAND VIDEO ON YOUTUBE CHARACTER TWITTER INVENTED POTENTIAL HUMAN REACH™ ST
Michael Durwin BERMUDA TOURISM•HBO• MASSGENERAL HOSPITAL•
 STOLI•NBC•AMAZON•SFO•
 MICROSOFT•COCA COLA•
 ABCNEWS•BOSTON BRUINS•
 DECATHLON SPORTS•ESPN•
 DISNEY•REEBOK•FOX•NATGEO•
 AMC•CME GROUP•HOME DEPOT
 BLUE CROSS BLUE SHIELD•
 DELOITTE•COMCAST•JJILL•
 FOOD NETWORK•MDA•THULE • PARTNERS HEALTH•NOKIA•
 NATURE PUBLISHING•NEW BALANCE•BIOGEN•AMEX•
 FIDELITY•DENTAQUEST•BOSE
Michael SOCIAL MEDIA EXPERTISE STRATEGY/IDEATION CAMPAIGNSPAID MEDIA/CREATIVE COMMUNITY MANAGEMENT ANALYTICS, LISTENING, RESEARCH INFLUENCER OUTREACH
Michael Fuseideas launches 1st carousel ad for Big Sky Aug 2015 11,124 Website clicks 9.69% CTR
 176,404 Impressions July 2016 Fuseideas 1st Facebook campaign for Big Sky focused on winter activities using professional photography and client- defined targeting parameters In a test against professionally shot video, our consumer- generated, iPhone- filmed bison traffic blocker ad outperformed the pro- shot video ad by 5-to-1 The introduction of wildlife, initially as a background element, led us to discover a preference for wildlife over human activities Video ads are introduced on Facebook Dec 2014 4,234 Website clicks 1.36% CTR
 361,883 Impressions June 2015 Canvas ads launch May 2016 Fuseideas launches 1st Instagram ad for Big Sky Sept 2015 VISIT BIG SKY: PAID FACEBOOK
Michael VISIT BIG SKY: PAID FACEBOOK 7.91% CTRtop ad click through rate 5,575,682total ad impressions 72,736leads driven to website
Michael CPC 0 0.35 0.7 1.05 1.4 1.32 0.57 0.5 0.43 0.38 0.35 0.16 0.08 0.17 0.05 0.03 0.11 0.03 0.05 0.05 0.02 VISIT BIG SKY: PAID FACEBOOK
Michael CTR 0 2.5 5 7.5 10 0.74 1.2 1.94 1.47 1.17 1.81 4.33 7.91 7.53 8.02 8.18 8.45 7.72 8.35 7.98 9.96 VISIT BIG SKY: PAID FACEBOOK
Michael GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN 39,664,570campaign impressions 10,968campaign mentions 21,387votes 1322% 37.4% increase in Facebook followers increase in Twitter followers
Michael EARTH SHOES: PAID FACEBOOK ADS 10.56%Top CTR 20,362Conversions in 4 months
Michael 10%+ submissions over goal WASHINGTON DC TOURISM: UNION STATION TAKEOVER 02:35 free media from The Today Show & GMA
Michael 2,068,304 impressions across all channels in one month WASHINGTON DC TOURISM: INSTAGRAM/FACEBOOK CONTEST
Michael NATIONAL GEOGRAPHIC: PAID FACEBOOK ADS FOR FACEBOOK APP 43%increase in downloads 10,314-14,804 downloads
Michael 1500%increase in engaged Facebook users 750%increase in Facebook Likes 2,000-32,000 people/mo 12,617-107,350 Likes $93,228.66total budget 144,737,389total impressions BERMUDA TOURISM: AGENCY OF RECORD
Michael MASS GENERAL HOSPITAL PEDIATRIC & ADULT ADHD CTR: 5.02% CPC: $0.10 Goal: study participant acquisition
Michael 29%increase in Facebook followers (Y/Y) VISIT SANTA FE: AGENCY OF RECORD 31%increase in Twitter followers (Y/Y) 1601%increase in Instagram followers (Y/Y) 40%increase in Pinterest followers (Y/Y) 46%increase in YouTube subscribers (Y/Y) 97%increase in blog views (Y/Y)
Michael VISIT SANTA FE: PAID FACEBOOK CONTENT 5.14% CTRtop ad click through rate in first month 2,063,766total ad impressions 31,450leads driven to website 9.15% CTRtop post click through rate
Michael VISIT SANTA FE: BLOGGER OUTREACH KIT 722,863 impressions from 52 blogger posts
Michael CTR: 5.89% CPC: $0.11 Goal: App downloads HARTSFIELD-JACKSON ATLANTA INTERNATIONAL AIRPORT
Michael 1,341,950potential campaign impressions BOSTON USA: RESTAURANT WEEK CAMPAIGN 400Instagram submissions 550+hashtag mentions 25%increase in followers 2,000+likes and comments
Michael WILLIAM PATERSON UNIVERSITY CTR: 2.65% CPC: $0.09 Goal: Applications
Michael VIRGINIA COMMONWEALTH UNIVERSITY CTR: 4.88% CPC: $0.10 Goal: Seminar Registration
Michael RADFORD COLLEGE CTR: 2.77% CPC: $0.17 Goal: MBA Applications
Michael SPEAKING PRESENTATIONS - ONLINE VIEWS: 28,434
Michael CREATOR: POTENTIAL HUMAN REACH™ - TWITTER ANALYSIS TOOL
Michael CREATOR: COPERNICUS - ANALYTICS AGGREGATING DASHBOARD
Michael Durwin THANK YOU MICHAEL DURWIN MDURWIN@GMAIL.COM

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