The document describes a successful social media campaign run by Joggermom, a company that sells jogging strollers. The campaign involved a virtual marathon that nearly doubled Joggermom's relevant Facebook fans. Over 1,000 mothers participated in the marathon by logging their workouts over a month. The campaign increased Facebook post views by over 4,000% and fan engagement over 1,000%. It provided lessons about putting people first, combining online and offline marketing, taking an active role, and building trust through authentic engagement.

1. Open Social Media: Where we tell it like it is
Open Social Media Education
A Captive Touch Initiative
Host: Sherry Nouraini
Founder/President
Captive Touch

2. Open Social Media: Where we tell it like it is
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3. Open Social Media: Where we tell it like it is
Topic of Our Workshop Today
What does it take to create a
Successful Facebook Campaign
A Case Study

4. Open Social Media: Where we tell it like it is
• One woman show: Mom of 4 kids
• Reseller of Jogging strollers
• Nearly doubled number of relevant
Facebook fans in a matter of a few weeks
• full disclosure, at the time of the campaign Captive Touch
worked with Joggermom for management of social media
and email marketing

5. Open Social Media: Where we tell it like it is
Goals of the Campaign:
•To raise awareness about the Joggermom brand
•To create buzz on Twitter about @joggermom
•To increase number of relevant Facebook fans
•To increase engagement on Facebook
•To increase number of contacts on the email database

6. Open Social Media: Where we tell it like it is
Joggermom’s audience
• Mothers of young children who
 Are joggers
Or
 Are not active but want to get active
• Both of these groups either
 Need a jogging stroller
 Or would like a new one
 Need motivation to do something great

7. Open Social Media: Where we tell it like it is
Solution: A virtual Marathon
Joggermom Marathon
• Moms from all over US can participate
• Can do it in their own pace (Month of May)
• Would log in their workout
• Show evidence of a completed marathon
(26.2 miles)
• Everyone who entered and completed
The race would qualify for a raffle to win
brand new jogging strollers and other goodies

8. Open Social Media: Where we tell it like it is
Before the Race
•Created a dedicated logo for the Joggermom marathon
•Developed a dedicated WP website for the Race
(Submissions, support material etc) Off Facebook property
•Wrote and distributed a press release
•Partnered with influential mom fitness bloggers who helped
spread the word
•Promoted the marathon on Joggermom's existing Twitter
and Facebook channels, and email database.
• Initiated a weekly newsletter with the sole purpose of
informing and motivating marathon runners to complete
the race

9. Open Social Media: Where we tell it like it is
Virtual Medal Race Bib
Apparel

10. Open Social Media: Where we tell it like it is
During the race
•Produced a marathon launch video featuring
local moms participating in the race.
•Published regular blog posts with topics relevant to
the race
• Published Facebook page posts with the aim of
encouraging moms to finish the race
• Announced a secondary prize for the funniest race
picture, called the “Booby Prize”

11. Open Social Media: Where we tell it like it is
After the race
• Held a marathon finish event, taking videos
of local moms completing the race.
•Announced the winners of the contest
• Chose two pictures from the Booby prize contest
submissions and asked marathon participants to
vote for the funniest photo.

12. Open Social Media: Where we tell it like it is
Results
• Close to 1000 moms participated in the marathon
• Joggermom was featured in two local newspapers
• Joggermom marathon was featured in numerous
influential blog posts
• The number of Joggermom Facebook post views
increased by 4,306%
• The fan page post feedback (comments, likes, wall posts)
increased by 1,113%
• Number of fans increased by 50% within a few weeks
• Close to 1000 new and relevant contacts
were signed up to Joggermom monthly newsletter

13. Open Social Media: Where we tell it like it is

14. Open Social Media: Where we tell it like it is
Analytics from Crowdbooster

15. Open Social Media: Where we tell it like it is
Facebook insights: Facebook page engagement

16. Open Social Media: Where we tell it like it is
Hootsuite: Twitter Click-Through

17. Open Social Media: Where we tell it like it is
Boobie Prize
Finalists

18. Open Social Media: Where we tell it like it is
Lessons we can all learn from this success story
1- The magic to social media success is putting people first
 No sales pitch
Moms participating in the marathon came to the
Joggermom fan page on a daily basis and posted
messages of gratitude for helping them to get active.
I encourage you to change your mindset and ask yourself:
“What can I do to serve my community better, how can I add
value to their lives?”

19. Open Social Media: Where we tell it like it is
2- Success requires combining traditional and new media
marketing
Social media tools should be just one part of your
Overall marketing strategy.

20. Open Social Media: Where we tell it like it is
3- It is important to have a comprehensive begin-to-end
plan rather than just starting a contest
It takes more than just an App

21. Open Social Media: Where we tell it like it is
3- Take an active role and be closely involved
With your social media campaign.
It is your business, don’t just hand it off to
an agency, be an active participant.

22. Open Social Media: Where we tell it like it is
4- Lead by example and practice what you preach
to build trust with your audience
Kelly Morse (Joggermom) is an avid jogger
a marathon runner and lives her customers
dream: being a mom to their kids but staying
fit!
Play close attention to who you put in charge of
the conversations with your audience. If they
can’t relate to your audience, they cannot motivate
and engage them.

23. Open Social Media: Where we tell it like it is
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