Social Media:

Can It Deliver to Your Bottom Line?

Presented by:

Mike Rosenberg – Vice President

EngineWorks, Inc.

www.engineworks.com

Presentation Outline

1. What is Social Media?

2. Why Do I Care?

3. Why Participate?

4. Social Media Campaign Elements

5. Case Studies

• Local Attraction – OMSI

• DMO/CVB – City of Bothell

• Resort Destination – Callaway Gardens

6. How To Track & Measure?

What is Social Media?

Why Do I Care?

Video

Why Should I Participate?

Why Participate?

1. Everybody's Doing It!

2. Sales/Events/Promotions

3. Conversations (Push)

4. Listening/Feedback

5. SEO Benefits

6. Search ‘Real Estate’

7. Brand Loyalty

8. Content

9. Word-of-Mouth

10. Trust

Social Media Campaign Elements

Social Media Campaign Elements

1. Define Your Goals

2. Research, Analysis, & Competitive Social Media Audit

3. Strategy

4. Social Media Profile Development & Management

5. Online Community Participation

6. Engaging Content Creation & Promotion

7. Tracking , Measurement & Report

Case Studies

Case Study: OMSI Space Gala

1. What is the Primary Goal?

• Individual Event Ticket Sales

2. What Else Matters?

• Participation from ‘New’ Attendees

• Communication with Donors

• SERP Real Estate

• Traffic to Event Page

3. How Do I Measure?

• Ticket Sales Report

• Google Analytics

Course of Action

• Facebook Strategies

• Twitter Strategies

• LinkedIn Strategies

• Event/Calendar Sites

OMSI Gala: Large Community Event

OMSI Gala: Goals Surpassed

1. Sold Out the Event!

• Record Attendance

• Over $500,000 Raised

2. Created a New Donor Base

• 21% New Donors

3. Increase Visits to Official Gala Web Page

• 34% Increase in Total Visits Compared to Previous Year

• 278% Increase in Referral Visits Compared to Previous Year

4. Established Online Presence for the OMSI Gala Event

Case Study: City of Bothell

1. What is the Primary Goal?

• Sales of 300 Vintage Bothell Wine Walk Tickets

2. What Else Matters?

• Increase Visits to Lodging Booking Engine

• Increase in Awareness of Other Activities and Business in the Area

• Start to Establish Social Media Presence for the City of Bothell

3. How Do I Measure?

• Ticket Sales Report

• Google Analytics

City of Bothell: Small Community Event

Course of Action

• Facebook Strategies

• Twitter Strategies

• Promotional Strategies

City of Bothell: Goals Surpassed

1. Sold All 300 Wine Walk Tickets

• Within First Hour of Availability

• 18% of Attendees Entered Contest

• 10% Added Photos of City

2. Increase Visits to Lodging Booking Engine

• 152% Increase in Visitor Traffic to Booking Engine

• Record Traffic

3. Jumpstart Social Media Marketing

• Established 342 Facebook Fans

• Gained 279 Twitter Followers

• Over 1.18 Million Impressions Through Facebook Ads

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SEP/OCT NOV/DEC

Booking Engine Visits

Case Study: Callaway Gardens

1. What is the Primary Goal?

• Room Reservations

2. What Else Matters?

• Building Network

• Creating Social Media Content

3. How Do I Measure?

• Booking Widget (Synxis) in Google Analytics

• Interaction Stats

Callaway Gardens: Resort Destination

Course of Action

• Facebook Strategies

• Twitter Strategies

• Other Strategies

Callaway Gardens: Goals Surpassed

1. Bookings Directly Attributed to Social Media

• Revenue Up Over 1,000%

• Total Bookings Up 600%

• Average Value Up 82%

• Visits Up 95%

2. On-Site Coupon Redemption

• All Available Coupon Were Issued

3. Social Media Interactions

• 3,000+ Facebook Fans

• Seven+ Interaction per Day

• Minimum of 10 TripAdvisor Reviews

How to Measure & Track?

Measure & Tracking Tools

1. PostRank

2. Trendrr

3. Technorati

4. BlogPulse

5. WhosTalkin

6. Keotag

7. What The Trend

8. SocialMention

9. Tweetbeep

10. Bit.ly

11. BoardReader

12. Trackur

13. Radian6

Measure & Tracking Tools

1. PostRank

2. Trendrr

3. Technorati

4. BlogPulse

5. WhosTalkin

6. Keotag

7. What The Trend

8. SocialMention

9. Tweetbeep

10. Bit.ly

11. BoardReader

12. Trackur

13. Radian6

How to Measure & Track?

1. What You Can’t Measure (but is still very important)

• Trust

• ROE (Engagement)

Final Thoughts:

“Social media is like teen sex. Everyone wants to

do it. No one actually knows how. When finally

done, there is surprise it’s not better.”

- Avinash Kaushik, Google Analytics Evangelist

Thank You!Presented by:

Mike Rosenberg - Vice President

EngineWorks, Inc.

www.engineworks.com

Twitter: MikeRosenberg

LinkedIn: linkedin.com/in/mikejrosenberg

Free Analysis

www.engineworks.com/rev-up/