This document provides 7 case studies of social media campaigns run by various cities and organizations to promote local businesses and events. The case studies describe the objectives of each campaign on Facebook, Instagram and Twitter. They provide details on how the campaigns were executed, such as using contests and hashtags, and the results achieved, such as increased followers, engagement and attendance. The document advocates for the effective use of social media to build communities and drive people to local businesses and destinations.

1. SUPER Social Media
Main Street Social Media
Campaigns That Soar to Success!

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

3. CASE STUDY
#1
Facebook
Sweepstakes

4. WHY
Create awareness of
Christmas in
Downtown Cuero
event
Attract event attendees
Grow Facebook fan
base to 1,000

5. HOW
Used WooBox to create
Facebook sweepstakes
tab
Required page like
Offered VIP prize
package
Promoted on Facebook
(Nov. 24 – Dec. 9)
Encouraged social
sharing

9. RESULTS
Generated 380 entries
Shared 119 times on
Facebook
Increased Facebook
page likes by over
200%
Increased Facebook
engagement by over
1,245%

10. CASE STUDY
#2
Instagram /
Facebook Photo
Contest

11. 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

12. 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

13. Instagram
Promotional
Graphic

16. RESULTS
Facebook likes
increased 29%
Instagram fans
increased 35%
126 contest entries
68 new photos to
promote downtown
Bastrop

17. CASE STUDY
#3
Restaurant Week
Instagram Contest

18. WHY
Get photo content
Generate engagement
about Restaurant Week

19. HOW
Used Instagram
contest platform SEEN
Upload photos
showing food, dining
out, cocktails, etc. with
#MyRWGR hashtag
Claim photo via SEEN
10 winners received
$50 gift cards to
participating
restaurants

24. RESULTS
108 posts on
Instagram
Total reach = 13,584
Continued exposure
for participating
restaurants

25. CASE STUDY
#4
Downtown Raleigh
Bucket List Contest –
Instagram/Twitter

26. WHY
Help people discover
experiences in their
own city
Challenge people to
actually go do them

27. 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. 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. CASE STUDY
#5
#IAmDowntown
Campaign

32. 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

33.  Developed micro-site:
http://iam.downtowncalgary.com
HOW
 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

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

38. CASE STUDY
#6
March Social Media
Awareness Month

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

40. 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

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

44. CASE STUDY
#7
Experience Columbus
Year-round Instagram

45. 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

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

51. 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

52. Can I Help?
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Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
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54. Thank You!
Questions?