Social Media Showcase SMC Dallas 9/22/11


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These are the slides from the Social Media Showcase presented by Social Media Club of Dallas on 9/22/11.

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  • Highest open rate for any client to dateExtra Screenshots or anything else to describe what is implementedTools usedBest practices
  • Revenue: line out the door and had between 250-270 customers at one pointDatabase growthFan increase – cost per fanActivationEngagementtraffic
  • 97% of users who signed the petition, posted to their walls20% of signatures came from friends “recruiting”Jack Daniel’s branded content was highest downloaded contentApplication traffic and signature rates almost doubled after the 3rd week of the campaign due to increasing media impressions and spread of word-of-mouth from usersA clear call-to-action must be implemented on brand communication to drive traffic to desired experience (included on only 28% of campaign posts
  • Social Media Showcase SMC Dallas 9/22/11

    1. 1. Social Media Club of Dallas<br />9.22.11<br />@smcdallas<br />#smcdallas<br /><br />
    2. 2. Agenda<br />Welcome - @MikeDMerrill<br />Intro of Sponsors – <br />@RussosCoalfired @JaredRey<br />@RedButtonTV@ChrisYates11<br />Upcoming Events<br />Social Media Showcase - Judges<br />Social Media Speakers<br />Post Celebration – Central 214 <br />
    3. 3. Sponsors<br />
    4. 4.
    5. 5. Upcoming SMC Dallas Events<br />October 20th<br />Smart Business, Social Business Book tour by Michael Brito, SVP of Edelman Digital<br />November 17th<br />No Bullshit Social Media Book tour by Jason Falls of Social Media Explorer<br />December 1st<br />Dreamfund Holiday Party at Dallas Comtemporary<br />DFWAMA, DFWIMA, PRSA, AAF, DFWSEM, DVSC, and more<br />
    6. 6. Showcase Judges<br />Chris Baccus @CBaccus<br />Mark Brinkerhoff @MBrinkerhoff<br />Colin Burns @TheCBurns<br />Kate Hall @KateHall<br />Tiffany Monhollon @TMonhollon<br />Jessica Nunez @NunezPR<br />Kendall Shiffler @KendallAnne<br />Eric Swayne @Eswayne<br />Mike Merrill @MikeDMerrill<br />
    7. 7. Atomic Design & Consulting– TwoRows Classic Grill<br />Tiffany Michaelis<br />Social Butterfly<br />@tleighmichaelis<br />Agency URL:<br />
    8. 8. Business Problem <br />Make TwoRows a St. Patrick’s Day Destination<br />Serves American, Italian and Mexican food<br />Bars and pubs nearby<br />Fill the new patio<br />
    9. 9. Solution Proposed/Implemented<br />Drive foodies and current clientele from the email marketing to the Facebook page<br />Something BIG is coming to TwoRows…<br />Five cent green beer hour<br />Hinted on the Facebook Page to the secret hour<br />
    10. 10. Screenshots<br />
    11. 11. Email Campaign<br />Email marketing campaign stats: <br />Sent to 5,173<br />23% open rate <br />Click-through rate 9.6%<br />Received a 10 out of 10 rating score from Bronto<br />
    12. 12. Results<br />Restaurant at full capacity<br />New likes on Facebook: up 1,143%<br />Post views: up 47%<br />Post interaction: up 47%<br />
    13. 13. Key Learnings and Takeaways<br /> Email and Social work together<br />Make sure it’s mobile<br />Go big or go home<br />Educate yourself on giveaways<br />Get your agency involved<br />Everyone loves cheap beer<br />
    14. 14. BestBuzz – Taste of Dallas<br />Carrie Layne<br />CEO & Founder<br />@Best_Buzz<br />www.BestBuzz.Bz <br />
    15. 15. Business Objectives<br />Increase pre-event awareness<br />Generate “buzz” around event<br />Increase social media reach<br />Sell tickets<br />Measure vendor success with quantifiable results<br />
    16. 16. Solution Proposed/Implemented<br />What Strategy Was Proposed?<br />Use the BestBuzz marketing platform as social media and promotional channel to reach beyond Taste of Dallas Facebook fan page<br />What was implemented?<br />4 unique Buzz QR Codes were created to track scans from event posters, social media, website, and Albertson’s POP display traffic for pre-event marketing<br />’30 Days of Giveaways’ promotion to increase awareness and build hype for the festival<br />Relationships were leveraged with Best of Texas brand and other local PR and blog partners<br />During the event, codes were created for vendors to turn “tasters” into “consumers”<br />
    17. 17. Screenshots<br />ToD Facebook<br />ToD Website<br />
    18. 18. Powered by BestBuzz<br />In the second it took to scan this code, Caitlin shared the Taste of Dallas<br />event promotion with 512 of her friends, creating instant “word-of-mouth” buzz.<br />
    19. 19. Results<br />Social growth<br />ToD Facebook fans increased over 189%<br />Fans/Followers <br />1,465 new fans for ToD between 6/6-7/11<br />264,521 social impressions before event<br />401,523 social impressions during 3-day event <br />Engagement<br />3-6 posts per day on ToD & BestBuzz <br /> social pages<br />1,462 unique user-generated posts to Facebook using BestBuzz platform<br />Traffic<br />Albertsons pre-event ticket sales increased over 700%<br />
    20. 20. Key Learnings and Takeaways<br />Taste of Dallas was able to market the event beyond the “Like” button<br />’30 Days of Giveaways’ enticed potential “tasters” with gift cards and prizes, creating instant “buzz” around the festival over 4 weeks leading up to the event<br />Event-goers had an avg. of 318 friends on Facebook, 245% over Facebook avg. of 130 friends *Extreme-Influencers<br />People are willing to engage with cutting-edge technology<br />
    21. 21. Buzzshift – People To People <br />Elysa Rice<br />Community Manager<br />@elysa / @buzzshift<br />Agency URL:<br />
    22. 22. Business Problem <br />Recruiting – increase traffic to current lead generation process<br />Retention – retain clients from sign-up to trip departure to post-trip activities<br />Engagement – initiate and encourage conversation w/ teen demographic and alumni base<br />Advocacy – grow fan base while not sacrificing high level of engagement rate<br />
    23. 23. Solution Proposed/Implemented<br />SM campaign surrounding unique teacher-led trip (event and offline activities)<br />NBC/P2P/Education Nation contest winner + 12 students + Jordin Sparks<br />Geographic and logistic-specific interactions; support integrated w/ conversations<br />Integrated custom FB page, custom microsite, YouTube and P2P blog campaign<br />
    24. 24. Screenshots<br />
    25. 25. High Engagement Factor<br />
    26. 26. Results<br />3,212% increase of fans from 3,478 to 25,229. <br />Almost 350% increase in engagement rate, from 1.69 comments per post to 4.19 comments per post.<br />
    27. 27. Key Learnings and Takeaways<br />Your campaign is only as good as your product. <br />The campaign played into the strengths of People to People: building relationships with clients for repeat purchases.<br />It helps if agency and comm. mgr believe in the cause/brand/product.<br />
    28. 28. Slingshot– Jack Daniel’s<br />Charles Black<br />Account Supervisor and Mobile Specialist<br />@CharlesRBlack @SlingshotLLC<br />Agency URL:<br />
    29. 29. <ul><li>Clearly communicate to consumers what the Back Jack campaign is and why they should participate
    30. 30. Leverage the campaign to attract new fans to the Jack Daniel’s global brand page
    31. 31. Maximize the number of consumers who engage with the campaign and sign the petition
    32. 32. Build and maintain momentum for the campaign through the month of September</li></ul>Overall Business Problem <br /><ul><li> JD Birthday is a 30-Day promotion that runs every year and there was a need to create a renewed buzz around it</li></li></ul><li>Implementation<br />JAGTAG<br />Campaign Video<br />
    33. 33. Traffic Drivers + User Flow<br />Point-of-Sale/<br />On Premise<br />Flash Banners<br />Global Birthday Tab<br />Rich Media <br />Banners<br />CRM<br />JAGTAG/SMS<br />FacebookLanding Page<br />Facebook Ads<br />Fan Page Posts<br />Post Signature Page<br />Word of Mouth<br />HappeningsBadge<br />
    34. 34. Campaign Results<br />The campaign delivered 11,580,208 social digital impressions while the media support served additional impressions. <br />Within the 6 week campaign period, the petition garnered almost 15,000 digital petition signatures.<br />78% of visitors to the application landing page signed the petition.<br />32% of all visitors returned to the petition throughout the campaign. <br />20% of all users who signed the petition came through a friend’s wall post. <br />The Jack Daniel’s global brand page recruited 148,994 new fans (+27% increase) over the course of the campaign.<br />The U.S. only fan base grew 67% as a result of this campaign (100,337 new fans). <br />
    35. 35. Key Learnings and Takeaways<br />Users who engage with the brand or its properties online are willing to be brand ambassadors .<br />Social campaigns need the ramp up time.<br /><ul><li>The brand wall posts are important to a campaign’s success and thus should be carefully planned and executed (average engagement rate of 0.26%).</li></ul>For JAGTAG, SMS/Text or other custom features to be effective, they must be included on as many promotional pieces as possible.<br />
    36. 36. Standing Dog Interactive Event Cinemas<br />Jennifer Eaton<br />Director of Social Media <br />@StandingDog @JenWinnEaton<br /><br />
    37. 37. Business Problem <br />Event Cinemas wanted to increase ticket sales to their 2011 Easter Movie Marathon.<br />Previous promotional budgets were allocated for a variety of media outlets.<br />Radio Ads<br />Magazines<br />Newspapers<br />Third-Party Websites<br />
    38. 38. Solution Proposed/Implemented<br />Allocate the entire budget ($12,000) to Facebook Ads <br />Suggested testing more than one ad format<br />Implemented Facebook Like Ads and Sponsored Stories that drove to the Marathons Custom Tab within Movie Marathons’ Facebook Page<br />
    39. 39. So, This is How It Went Down…<br />Sponsored Stories<br />Like ads<br />
    40. 40. Insights<br />Landing Tab<br />
    41. 41. Results<br /><ul><li>The 2011 Easter Movie Marathon ticket and box office sales were 30% higher and topped the charts for the first time since Easter 2009.</li></ul>A total of 16,279 tickets were sold generating $361,720.<br />Page likes grew from 6,528 to 22,098 likes in one week.<br />Total spend: $12,029.41 with a $0.86 per fan acquisition cost.<br />Sponsored Stories Ad: 8,492 fans; fan acquisition cost of $0.26.<br /> Facebook Like Ads: 5,352 fans; fan acquisition cost of $1.82.<br />
    42. 42. Results Continued…<br />Box Office Sales – Facebook Advertising = ROI<br /><ul><li>$361,720 - $12,029.41= $349,691
    43. 43. 30:1 ROI </li></li></ul><li>Key Learnings and Takeaways<br />Social Media Ads Trump Traditional Advertising<br />Previous tactics using various media outlets failed to deliver the results of Facebook Ads only.<br />Sponsored Stories lowers the cost of Facebook Page likes only if active engagement is increased.<br />Facebook fans are fast and easy to come by but interacting with them is what builds brand loyalty.<br />Movie Marathons now has an online fan-base of 73,000, large enough to take advantage of the most natural and cost effective form of marketing – Word of Mouth <br />
    44. 44. Weber shandwickamerican airlines Aadvantage<br />Colin Alsheimer<br />Account Supervisor<br />@colinize<br /><br />
    45. 45. Business Problem <br />Generate awareness and buzz for new social media channels<br />Increase number of likes, followers and mentions of AAdvantage social pages<br />Generate new AAdvantage member enrollments<br />
    46. 46. Solution Proposed/Implemented<br />Created Mystery Miles Facebook game<br />Custom built Facebook application<br />Incentivize engagement with AAdvantage channels<br />Multiple channel support <br />100-100,000 AAdvantage miles to all who participated<br />
    47. 47. Screenshots<br />
    48. 48. Wildcard<br />Facebook application built using Flash<br />Used Radian6 to monitor and record mentions<br />
    49. 49. Results<br />65% increase in new AAdvantage member accounts in first week<br />260,804 new likes, 6,867 new Twitter followers<br />169,762 clicks on the promoted link<br />Over 2,500 mentions in mainstream news, blogs and social media<br />332% increase in page interactions<br />
    50. 50. Key Learnings and Takeaways<br />Social campaigns must be supported by other media channels<br />Test, test, and test again<br />Consider mobile<br />