Darien Lake Facebook Case Study


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Case Study of Darien Lake Theme Park Resort's Facebook activity and best practices. Presented to the WNY PRSA on August 19th, 2009

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  • great presentation, cool to see the insights page and the alignment with the scheduled content.
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Darien Lake Facebook Case Study

  1. 1. www.Facebook.com/DarienLake : A Case Study Presented by: Mike Schuler Promotions Manager Darien Lake Theme Park Resort
  2. 2. <ul><ul><li>Created Darien Lake Myspace page in February, 2007. </li></ul></ul><ul><ul><ul><li>Currently 773 Myspace fans. </li></ul></ul></ul><ul><ul><li>Created Darien Lake Facebook Fan Page March, 2008. </li></ul></ul><ul><ul><ul><li>Hit 1,000 fans on April 15 th , 2009. </li></ul></ul></ul><ul><ul><ul><li>Hit 10,000 fans on June 25 th , 2009. </li></ul></ul></ul><ul><ul><ul><li>Hope to hit 14,000 fans this week! </li></ul></ul></ul><ul><ul><li>Created Darien Lake Twitter Account in February, 2009. </li></ul></ul><ul><ul><ul><li>Currently 955 followers. </li></ul></ul></ul>A brief history of Darien Lake’s Web 2.0 activity:
  3. 3. <ul><ul><li>Why Darien Lake is on Facebook. </li></ul></ul><ul><ul><li>How we’ve built our fan base on Facebook. </li></ul></ul><ul><ul><li>Keys to our success. </li></ul></ul><ul><ul><li>How we will continue to grow our fan base. </li></ul></ul>Topics for today’s presentation:
  4. 4. <ul><ul><li>It’s where our key demo’s are. </li></ul></ul><ul><ul><li>It’s a fun way to extend our brand into our guests daily routine. </li></ul></ul><ul><ul><li>It’s a great way to distribute real time park information and provide guest service. </li></ul></ul><ul><ul><li>It’s a place for guests to show their passion for the product. </li></ul></ul>Why is Darien Lake on Facebook?
  5. 5. <ul><ul><li>Jumped in and read all about it. </li></ul></ul><ul><ul><li>Formed a content policy. </li></ul></ul><ul><ul><li>Established a pattern. </li></ul></ul><ul><ul><li>Engaged our fans. </li></ul></ul><ul><ul><li>Connected to ourself. </li></ul></ul><ul><ul><li>Connected to our other platforms. </li></ul></ul>How did we build our fan base?
  6. 6. <ul><ul><li>Start your page. </li></ul></ul><ul><ul><li>Find pages of other businesses in your industry. </li></ul></ul><ul><ul><li>Search your company on FB. </li></ul></ul><ul><ul><li>Look at other cool fan pages: </li></ul></ul><ul><ul><ul><li>www.facebook.com/redbull </li></ul></ul></ul><ul><ul><ul><li>www.facebook.com/starbucks </li></ul></ul></ul><ul><ul><ul><li>www.facebook.com/pringles </li></ul></ul></ul><ul><ul><li>Jump in and read all about it. </li></ul></ul>
  7. 7. <ul><ul><li>WOMMA – Word of Mouth Marketing Association. </li></ul></ul><ul><ul><li>AGC (Admin Generated Content) </li></ul></ul><ul><ul><li>UGC (User Generated Content) </li></ul></ul><ul><ul><li>Misinformation/Vulgarity </li></ul></ul><ul><ul><li>Personal attacks </li></ul></ul><ul><ul><li>Form a content policy </li></ul></ul>
  8. 8. <ul><ul><li>Updates – once daily. </li></ul></ul><ul><ul><ul><li>Countdown to opening day. </li></ul></ul></ul><ul><ul><li>Position yourself as the place for information on your brand. </li></ul></ul><ul><ul><li>Build a content schedule. </li></ul></ul><ul><ul><li>Establish a pattern </li></ul></ul>
  9. 9. <ul><ul><li>To regulate your content. </li></ul></ul><ul><ul><ul><li>Post too much – you’re a spammer. </li></ul></ul></ul><ul><ul><ul><li>Post too little – you’ll get lost in the feeds. </li></ul></ul></ul><ul><ul><li>To maintain regularity. </li></ul></ul><ul><ul><ul><li>Feast or famine does not work. </li></ul></ul></ul><ul><ul><li>To track and report successes and failures. </li></ul></ul>Why build a content schedule?
  10. 10. <ul><ul><li>Plenty of ways to engage! </li></ul></ul><ul><ul><ul><li>Status Updates </li></ul></ul></ul><ul><ul><ul><ul><li>Exterior </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Like/Comment* </li></ul></ul></ul></ul><ul><ul><ul><li>Fan Updates </li></ul></ul></ul><ul><ul><ul><li>Fan Posts </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><ul><li>Picture Albums (UGC) </li></ul></ul></ul><ul><ul><ul><li>Movies (UGC) </li></ul></ul></ul><ul><ul><ul><li>Discussions Tab </li></ul></ul></ul>Engage your fans
  11. 11. <ul><ul><li>Best practices: </li></ul></ul><ul><ul><ul><li>Be Real </li></ul></ul></ul><ul><ul><ul><ul><li>Limit PR speak. </li></ul></ul></ul></ul><ul><ul><ul><li>Be Funny </li></ul></ul></ul><ul><ul><ul><li>Play to your strengths </li></ul></ul></ul><ul><ul><ul><ul><li>DL fan base is 81% under the age of 25. </li></ul></ul></ul></ul><ul><ul><ul><li>Utilize the interactive aspects of your brand. </li></ul></ul></ul><ul><ul><ul><li>Encourage interaction. </li></ul></ul></ul><ul><ul><ul><ul><li>This is “Social” Media. </li></ul></ul></ul></ul>Engage your fans
  12. 12. <ul><ul><li>Promote in page activity with “exterior” communications. </li></ul></ul><ul><ul><ul><li>Link to Event page when sending a Fan update or status update . </li></ul></ul></ul><ul><ul><ul><li>Post a status update about a new picture album or video. </li></ul></ul></ul>Connect to yourself
  13. 13. <ul><ul><li>All Web 2.0 activity should point to your main web site. </li></ul></ul><ul><ul><ul><li>Share links on FB to your mainstream marketing efforts. </li></ul></ul></ul><ul><ul><li>Cross reference your other web 2.0 activities with your Facebook page. </li></ul></ul><ul><ul><ul><li>Twitter, Youtube, Digg, Myspace, etc. </li></ul></ul></ul><ul><ul><ul><li>Utilize links to the activities via trackable url shortening site as much as possible (bit.ly, tinyurl.com). </li></ul></ul></ul><ul><ul><li>Always keep your ultimate goal in mind when developing your plan. </li></ul></ul>Connect to other platforms
  14. 14. <ul><ul><li>Perfect brand for the medium. </li></ul></ul><ul><ul><ul><li>Highly interactive </li></ul></ul></ul><ul><ul><ul><li>Guests are passionate about their experience. </li></ul></ul></ul><ul><ul><ul><li>Variable product line. </li></ul></ul></ul><ul><ul><li>Commitment from the company. </li></ul></ul><ul><ul><ul><li>Access to Web 2.0 elements from the office. </li></ul></ul></ul><ul><ul><ul><li>Vision to allow use of personnel and time “on the clock” to develop and execute the Web 2.0 plan. </li></ul></ul></ul><ul><ul><li>Commitment from the individual. </li></ul></ul>Keys to our success
  15. 15. <ul><ul><li>Analytics </li></ul></ul><ul><ul><ul><li>Graph all interactions on site including page views, likes, comments, photo views and video plays. </li></ul></ul></ul><ul><ul><ul><li>Monthly I compare the graphs with my content schedule to figure out what type of content spurs the highest level of interaction. </li></ul></ul></ul><ul><ul><ul><li>ABT – Always be testing. </li></ul></ul></ul><ul><ul><li>App Development </li></ul></ul><ul><ul><ul><li>Darien Lake invite system. </li></ul></ul></ul><ul><ul><ul><li>Build your own coaster. </li></ul></ul></ul>How we will continue to grow our fan base.
  16. 16. <ul><ul><li>Targeted Facebook Advertising </li></ul></ul><ul><ul><ul><li>What demo to go after? </li></ul></ul></ul><ul><ul><ul><ul><li>119,110 on FB in Buff/Roch, ages 18-24 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>109,306 on FB in Buff/Roch, ages 25-34 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>140,000 on FB in Buff/Roch, ages 35-55 </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>All stats from Facebook.com. </li></ul></ul></ul></ul></ul>How we will continue to grow our fan base.
  17. 17. Thank you for your attention! Mike Schuler Promotions Manager Darien Lake Theme Park Resort [email_address] www.facebook.com/mikeschuler www.twitter.com/schoebdoo