Presentation given to the Great Rivers Country and Land of Lincoln Regional Tourism Development Offices in Springfield, IL on May 27, 2014.

1. SUPER Social Media
Social Media
Campaigns That Soar
to Success!
May 27, 2014

2. Get these slides here::
http://sarahtpage.com/ILRegionalSeminar/

3. CASE STUDY
#1
Facebook
Sweepstakes

4. WHY • Create awareness of
Night In Old
Fredericksburg event
• Grow Facebook
fanbase
• Increase Facebook
engagement

5. HOW
• Used WooBox to
create Facebook
sweepstakes tab
• Required page like
• Offered VIP prize
package
• Promoted on
Facebook (July 1-19,
2013)
• Encouraged social
sharing

9. RESULTS
• Generated 198
entries
• Shared 120 times
on Facebook
• Increased Facebook
page likes by 32.5%
• Weekly engaged
users increased by
140%

10. CASE STUDY
#2
Pinterest/Facebook
Contest

11. WHY
• Inspire travel to the
Beaches of Fort
Myers and Sanibel
• Increase Pinterest
followers and
Facebook fans
• Increase PR about
the destination in
general

12. HOW
• Created Facebook
contest tab
• Users created a
Pinterest “Bucket List”
board
• Users posted their
Pinterest board URL on
contest tab to enter
• Required page like
• Entrants could also opt-
in to a newsletter and
share with friends
• Promoted on all social
channels & Facebook
ads during June of 2012

16. RESULTS

17. CASE STUDY
#3
60 Miles in 60 Days
Campaign

18. WHY
• Increase travel and
bookings during
“shoulder season”
(Sept. – Oct.)
• Increase web traffic on
VisitMyrtleBeach.com
• Increase reach and
fanbase on Facebook,
Pinterest, & Twitter
• Generate feature blog
posts
• Improve readership on
Visit Myrtle Beach blog
• Generate 200 contest
entries

19. HOW
• Blogger FAM trip
• “Pin To Win” contest
• “Trip Tuesday”
competition on blog and
Twitter
• Visit Myrtle Beach blog
series (50 posts on the
“secrets”)
• Secrets revealed daily on
Facebook and Twitter
• Microsite: “secrets” and
deals at
VisitMyrtleBeach.com/60days

23. RESULTS
• Accommodations taxes
increased in Sept/Oct
2012 over 2011
• Web traffic increased
25% over 2011
• 13 bloggers wrote 38
posts and reached 1
million readers
• Reach and fanbase grew
on all social media
channels
• Blog garnered 4k page
reads during the 60 days
• Generated 300 contest
entries

24. CASE STUDY
#4
Instagram /
Facebook Photo
Contest

25. WHY
Encourage visitation to
Tyler during the Azalea
Trail season
Promote the many ways
to enjoy Tyler & the
scenic beauty
Build a repository of
photos
Increase @VisitTyler
Instagram followers and
fans on the Tyler Azalea
Trail Facebook page

26. HOW
Ran March 21 – April 21,
2014
Contest announced on
Facebook & Instagram
Photos must show
people having fun at
Tyler attractions or
Azalea Trail scenery
Must use
#AzaleaPhotoContest
Weekly winners
Fan vote for grand prize
3 cash prizes ($200,
$100, & $25)

27. Instagram
Promotional
Graphic

30. WINNER

31. RESULTS Facebook likes
increased 12.5%
Instagram fans
increased 47%
251 contest entries

32. CASE STUDY
#5
Downtown Raleigh
Bucket List Contest –
Instagram/Twitter

33. WHY • Help people discover
experiences in their
city
• Challenge people to
actually go do them

34. HOW
• Users complete a bucket
list item
• Take a picture of the
experience
• Upload photo to Twitter
and/or Instagram
• Tag @DTRBucketList and
use the #DTRBucketList
hashtag
• Prizes awarded for
completing bucket list
items

37. RESULTS
• Over 1,000 photos
submitted
• 18 people finished the
whole list
• Offline Media trying to
improve future
contests
• Working on improving
the technology
• Beginning to market
this product in other
cities

38. CASE STUDY
#6
Visit Austin, Texas
True Austin Ask a
Local Campaign

39. WHY
• Provide a local
perspective for visitors
on things to do
• Using the
experts/bloggers to
spread Austin’s
message through their
own networks as
ambassadors

40. HOW
• ACVB chose 6 locals
that represent Austin’s
experience
• Visitors ask questions
via Facebook, E-mail, or
Twitter (#trueaustin),
• Experts answer based
on their own personal
experience

46. RESULTS
• Austin visitors get
great local
recommendations
• In March 2013:
– 68 tweets
– 11 Facebook posts
– 32 E-mails
• In July 2013:
– 160 tweets
– 8 Facebook posts
– 18 E-mails

47. CASE STUDY
#7
#IAmDowntown
Campaign

48. WHY
Promote the downtown
business district in
Calgary, Alberta CA
Encourage young
people and families to
come downtown
Brand downtown as a
hip place where people
want to be

49. HOW
Developed micro-site:
http://iam.downtowncalgary.com
Set up Instagram photo
frames for people to
pose behind
Tag Instagram photos
with #IAmDowntown
Weekly giveaways
“Considerable” budget
for digital signs and
transit ads
Held a summer block
party with local
musicians

53. RESULTS Received an
overwhelming
response
Yielded over 1,000
photos in the summer
of 2013 alone
Campaign is still
ongoing

54. CASE STUDY
#8
March Social Media
Awareness Month

55. WHY Solicit positive reviews
for downtown
businesses and
restaurants
Get the word out about
what Danville has to
offer residents and
visitors

56. HOW
Printed postcards and
distributed them to
downtown businesses
and stores
Postcard had
instructions on how to
write reviews on Yelp!
and Urban Spoon
Stores displayed them
at register or on tables

59. RESULTS Got some reviews
Didn’t promote the
campaign very much
Will revisit in 2014

60. CASE STUDY
#9
Experience Columbus
Year-round Instagram

61. WHY
Showcase things to see
and do in the
destination
Increase followers and
engagement on
@ExperienceColumbus
account
Encourage use of
common hashtags like
#ExpCols and
#CbusFoodScene

62. HOW Post original content
when possible
Comment and like
photos with Columbus
hashtags
Repost exceptional
photos that use
Columbus hashtags

67. RESULTS
95% of photos are
reposted images
Photos tagged with
#expcols have
increased 2,231% since
Jan. 2013
Followers have
increased 1,093% since
Jan. 2013
Interactions have
increased 6,802% since
Jan. 2013

68. Can I Help?
Call
Me!

69. Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage

70. Thank You!
Questions?