My experience

1. Michael Durwin
Social Media Case Studies
UPDATED: SEPT 14, 2016

2. Michael Durwin
DURWIN
MICHAEL
INNOVATION, DIGITAL &
SOCIAL MEDIA STRATEGIST

3. 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

4. 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

5. Michael SOCIAL MEDIA EXPERTISE
STRATEGY/IDEATION
CAMPAIGNSPAID MEDIA/CREATIVE
COMMUNITY MANAGEMENT
ANALYTICS, LISTENING, RESEARCH
INFLUENCER OUTREACH

6. 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

7. Michael VISIT BIG SKY: PAID FACEBOOK
7.91% CTRtop ad click through rate
5,575,682total ad impressions
72,736leads driven to website

8. 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

9. 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

10. 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

11. Michael EARTH SHOES: PAID FACEBOOK ADS
10.56%Top CTR
20,362Conversions in 4 months

12. Michael
10%+
submissions over goal
WASHINGTON DC TOURISM: UNION STATION TAKEOVER
02:35
free media from The Today Show & GMA

13. Michael
2,068,304
impressions across all channels in one month
WASHINGTON DC TOURISM: INSTAGRAM/FACEBOOK CONTEST

14. Michael NATIONAL GEOGRAPHIC: PAID FACEBOOK ADS FOR FACEBOOK APP
43%increase in downloads
10,314-14,804 downloads

15. 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

16. Michael MASS GENERAL HOSPITAL PEDIATRIC & ADULT ADHD
CTR: 5.02%
CPC: $0.10
Goal: study participant
acquisition

17. 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)

18. 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

19. Michael VISIT SANTA FE: BLOGGER OUTREACH KIT
722,863
impressions from 52 blogger posts

20. Michael
CTR: 5.89%
CPC: $0.11
Goal: App downloads
HARTSFIELD-JACKSON ATLANTA INTERNATIONAL AIRPORT

21. 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

22. Michael WILLIAM PATERSON UNIVERSITY
CTR: 2.65%
CPC: $0.09
Goal: Applications

23. Michael VIRGINIA COMMONWEALTH UNIVERSITY
CTR: 4.88%
CPC: $0.10
Goal: Seminar Registration

24. Michael RADFORD COLLEGE
CTR: 2.77%
CPC: $0.17
Goal: MBA Applications

25. Michael SPEAKING PRESENTATIONS - ONLINE VIEWS: 28,434

26. Michael CREATOR: POTENTIAL HUMAN REACH™ - TWITTER ANALYSIS TOOL

27. Michael CREATOR: COPERNICUS - ANALYTICS AGGREGATING DASHBOARD

28. Michael Durwin
THANK YOU
MICHAEL DURWIN
MDURWIN@GMAIL.COM