Super Social Media Social Promotions Case Studies

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Webinar given to tourism partners in the Land of Lincoln region in Central Illinois on April 29, 2014.

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Super Social Media Social Promotions Case Studies

  1. 1. SUPER Social Media Social Media Campaigns That Soar to Success! Land of Lincoln Webinar #3 April 29, 2014
  2. 2. Get these slides here:: http://sarahtpage.com/LandOfLincoln-Super-Social/
  3. 3. CASE STUDY #1 Facebook Sweepstakes
  4. 4. WHY • Create awareness of 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, 2013) • 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 Pinterest/Facebook Contest
  8. 8. WHY • Inspire travel to the Beaches of Fort Myers and Sanibel • Increase Pinterest followers and Facebook fans • Increase PR about the destination in general
  9. 9. 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
  10. 10. RESULTS
  11. 11. CASE STUDY #3 60 Miles in 60 Days Campaign
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. CASE STUDY #4 #Ohiomemory Photo Contest - Statigr.am
  16. 16. WHY • Increase awareness and reach of newly created Ohio Instagram account • Encourage followers to share photos of fun attractions and destinations in Ohio
  17. 17. HOW • Used Statigr.am as contest platform • Follow @Ohiogram on Instagram • Submit a photo of a favorite Ohio travel memory & tell why • Tag @Ohiogram and use the #Ohiomemory hashtag
  18. 18. RESULTS • 20,000 likes on photos tagged with #Ohiomemory • 68,000 users reached • 421 approved photos entered • 134 participants • 10,000 contest page views
  19. 19. CASE STUDY #5 Downtown Raleigh Bucket List Contest – Instagram/Twitter
  20. 20. WHY • Help people discover experiences in their city • Challenge people to actually go do them
  21. 21. 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
  22. 22. 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
  23. 23. CASE STUDY #6 Visit Austin, Texas True Austin Ask a Local Campaign
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. CASE STUDY #7 Instagram / Facebook Photo Contest
  28. 28. WHY Create awareness of Bastrop’s “Buy It In Bastrop” shop local initiative Promote the many ways to enjoy downtown Bastrop Build a repository of photos Increase @BuyBastropTX Instagram followers
  29. 29. HOW Ran Dec. 1-31, 2013 Contest announced on Facebook, Twitter, & Instagram Photos must depict shopping, food, and fun during the holidays Must use #BastropHolidays Weekly winners Fan vote for grand prize $200 shopping spree in a Bastrop store
  30. 30. Instagram Promotional Graphic
  31. 31. RESULTS Facebook likes increased 29% Instagram fans increased 35% 126 contest entries 68 new photos to promote downtown Bastrop
  32. 32. CASE STUDY #8 March Social Media Awareness Month
  33. 33. WHY Solicit positive reviews for downtown businesses and restaurants Get the word out about what Danville has to offer residents and visitors
  34. 34. 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
  35. 35. RESULTS Got some reviews Didn’t promote the campaign very much Will revisit in 2014
  36. 36. Can I Help? Call Me!
  37. 37. 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
  38. 38. Thank You! Questions?

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