Super Social Media: Social Media Campaigns That Soar To Success


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Presentation given at a TTIA workshop in Marble Falls, TX on August 28, 2013.

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  • Judgedbased on creativity so there were no firm rules but when we selected the finalists, we based them on the quantity of photos on their board, reach of their pinterest account (number of followers), types of pins (beach, city, swimming, etc - themes) and whether their profile was new (no avatar, no followers) or if they were a pinterest user before the contest.
  • Wanting to steer clear of the common fall travel messages, the team instead focused on what setsthe Myrtle Beach area apart as a destination: its expanse and variety across 60 miles of coastline. FM used the “60” as our linchpin, unearthing 60 “secrets” to showcase via various social media channels during these 60 days of the shoulder season. Thus the “60 Miles in 60 Days” campaign was created.
  • - Increase “quick getaway” bookings/accommodation tax revenue in September and October- Increase web traffic to by 10 percent in September and October- Work with 10 prominent bloggers to generate 10 feature posts reaching 500,000 consumers- Generate 500 tweets reaching 3 million followers- Encourage 200 contest entrants via Pinterest and reach 10,000 consumers- Reach 20 million users on Facebook and engage 50,000 current page followers- Grow MBACC’s following on Twitter, Pinterest and Facebook by 5 percent per channel- Improve readership on the Visit Myrtle Beach blog and generate 100 contest entrants
  • - Blogger FAM Trip: FM worked with influential travel and lifestyle bloggers on an exclusive 60-day-themed familiarization trip, encouraging social media activity and allowing time for daily blogging- Pin-to-Win Contest: all “secrets” were included within a Pinterest board on the MBACC pageo Consumers could create a board of their own dream vacation using these pins; a winner o To kick off this contest, FM encouraged influential bloggers to create their own pinboardwas selected weekly during the 60 dayswhich was then shared with readers; bloggers were offered accommodations in market in exchange for their participation, which led to more posts; the blogger with the most re-pins from their board was able to gift a trip to a reader of their choice- Trip Tuesday competition: ask consumers on Twitter and via the MBACC blog to identify a “secret” based on an image, with a winner chosen among the respondents each Tuesday- Visit Myrtle Beach blog series: based the FM team’s experiences in market, the team authored more than 50 blog posts for the Visit Myrtle Beach blog, highlighting “secrets”- Secrets revealed: each day the MBACC Facebook page and Twitter handle featured a new “secret”; Fans were encouraged to enter their own image, based on the week’s theme, on “Photo Friday” (a MBACC Facebook tradition)- Campaign microsite: all “secrets” and corresponding 60-themed deals from MBACC members were available for viewing on a microsite,
  • Campaign generated more than 850 tweets, directly reaching more than 7.6 million followersFacebook posts on the MBACC page reached more than 38 million users and directly engaged more than 150,000 through comments, shares and likesDuring September and October, Twitter grew 7 percent, adding more than 500 new followers; Facebook grew 18 percent, adding more than 110,000 new followers; and Pinterest grew 88 percent, adding more than 1,000 new followers
  • Vicksburg is home to many world famous art galleries and is known for having amazingcollections of art and antiques. In the Vicksburg Art, Architecture and Antiques campaign, we will utilize the social network Pinterest to spread the word and photos of Vicksburg’s outstanding collections of art and antiques. Users will be asked to pin a promotional graphic for the sweepstakes to one of their Pinterest boards. Users can earn additional entries by creating a Vicksburg Pinterest board on their user account and adding some of the arts, architecture and antiques photos that will be placed on the landing page to their Pinterest boards. We will include a pre‐checked enewsletter sign up box in the entry form to increase the CVB’s e‐news database. To promote the contest, we will be showcasing these photos and interacting with fans on Vicksburg’s social networks, including Facebook, Twitter, Instagram, Pinterest, and YouTube— kicking off an ongoing initiative to engage Vicksburg’s fans and followers in innovative, photo centric ways that build lasting relationships and brand enthusiasm. The Vicksburg Art of Pinning grand prize includes a two or three night getaway full of tours and wonderful gifts.
  • #Ohiomemory photo contest on Goals: • Increase awareness and reach of newly created Ohio Instagram account  • Encourage followers to share photos of fun attractions / destinations in Ohio  Details:  • Platform: • Dates: May 6-20, 2013 • Cost: $3,000
  • Statigram:Allowed for approval process on separate contest page. Photos did not appear on page until approved by Ohio Tourism staff  o Allowed for metrics tracking
  • Offline Media partnered with LiveWorkPlay because they have a strong following of people who love Downtown Raleigh. Help with their website and provide future site visitors with photos of people enjoying the things to do in their town. Ran May 1 – July 14, 2013.
  • Research shows that visitors want local information when planning their trips.
  • Shopping/lifestyle, Family, events, culinary, music, motorsports
  • Super Social Media: Social Media Campaigns That Soar To Success

    1. 1. SUPER Social Media Social Media Campaigns That Soar to Success!
    2. 2. Get these slides here::
    3. 3. CASE STUDY #1 Facebook Sweepstakes
    4. 4. WHY • Create awareness in Night In Old Fredericksburg event • Grow Facebook fanbase • Increase Facebook engagement
    5. 5. HOW • Used WooBox to create Facebook sweepstakes tab • Required page like • Offered VIP prize package • Promoted on Facebook (July 1-19) • Encouraged social sharing
    6. 6. RESULTS • Generated 198 entries • Shared 120 times on Facebook • Increased Facebook page likes by 32.5% • Weekly engaged users increased by 140%
    7. 7. CASE STUDY #2 Facebook Poll/Contest
    8. 8. WHY • Promote Atlanta, IL campaign • Encourage engagement on the Illinois Route 66 Facebook page
    9. 9. HOW • Used WooBox to create Facebook polling tab • $200 ad buy pointing to the tab • Required page like • No prizes – just fun • Promoted on Facebook during the month of July
    10. 10. RESULTS • Ad generated 807 new fans • Ad clicks = 934 • Ad reach = 44,089 • All artwork will be displayed throughout the town of Atlanta, IL
    11. 11. CASE STUDY #3 Pinterest/Facebook Contest
    12. 12. WHY • Inspire travel to the Beaches of Fort Myers and Sanibel • Increase Pinterest followers and Facebook fans • Increase PR about the destination in general
    13. 13. HOW • Create a Pinterest “Bucket List” board • Created Facebook contest tab • 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
    14. 14. RESULTS
    15. 15. CASE STUDY #4 60 Miles in 60 Days Campaign
    16. 16. WHY • Increase travel and bookings during “shoulder season” (Sept. – Oct.) • Increase web traffic on • Increase reach and fanbase on Facebook, Pinterest, & Twitter • Generate feature blog posts • Improve readership on Visit Myrtle Beach blog • Generate 200 contest entries
    17. 17. 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
    18. 18. 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
    19. 19. CASE STUDY #5 Art, Architecture, & Antiques Pinterest Campaign
    20. 20. WHY • Create awareness of Vicksburg’s outstanding art, architecture, and antiques • Increase newsletter subscriptions • Increase engagement on social media channels • Generate contest entries
    21. 21. HOW • Sweepstakes entry form on • Entrants pinned a specific graphic to one of their Pinterest boards • Entrants earned additional entries by creating a “Vicksburg” board & pinning art- related content • Promoted via all social media channels • Supported by Facebook and Google ads
    22. 22. RESULTS • Facebook likes up 13% and unique users engaged up 307% • 1,439 conversions from ad buys • 253 new pins on Pinterest from • 78 repins as of March 2013
    23. 23. CASE STUDY #6 #Ohiomemory Photo Contest -
    24. 24. WHY • Increase awareness and reach of newly created Ohio Instagram account • Encourage followers to share photos of fun attractions and destinations in Ohio
    25. 25. HOW • Used as contest entry platform • Follow @Ohiogram on Instagram • Submit a photo of a favorite Ohio travel memory & tell why • Tag @Ohiogram and use the #Ohiomemory hashtag
    26. 26. RESULTS • 20,000 likes on photos tagged with #Ohiomemory • 68,000 users reached • 421 approved photos entered • 134 participants • 10,000 contest page views
    27. 27. CASE STUDY #7 Downtown Raleigh Bucket List Contest – Instagram/Twitter
    28. 28. WHY • Help people discover experiences in their city • Challenge people to actually go do them
    29. 29. 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
    30. 30. 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
    31. 31. CASE STUDY #8 Visit Austin, Texas True Austin Ask a Local Campaign
    32. 32. 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
    33. 33. 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
    34. 34. 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
    35. 35. CASE STUDY #9 Experience Columbus Year-round Instagram
    36. 36. 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
    37. 37. HOW • Post original content when possible • Comment and like photos with Columbus hashtags • Repost exceptional photos that use Columbus hashtags
    38. 38. RESULTS • 95% of photos are reposted images • Photos tagged with #expcols have increased 2231% since Jan. 2013 • Followers have increased 1093% since Jan. 2013 • Interactions have increase 6802% since Jan. 2013
    39. 39. Can I Help? Call Me! Photo: .Spartography on Flickr
    40. 40. Follow Me @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC 512-914-8873
    41. 41. Thank You! Questions?