#smcdallas

SOCIAL MEDIA CLUB OF DALLAS

9.22.11

@smcdallas#smcdallas

http://www.smcdallas.org

#smcdallas

Agenda Welcome - @MikeDMerrill Intro of Sponsors –

@RussosCoalfired @JaredRey @RedButtonTV @ChrisYates11

Upcoming Events Social Media Showcase - Judges Social Media Speakers Post Celebration – Central 214

#smcdallas

Sponsors

#smcdallas

#smcdallas

Upcoming SMC Dallas Events October 20th

Smart Business, Social Business Book tour by Michael Brito, SVP of Edelman Digital

November 17th

No Bullshit Social Media Book tour by Jason Falls of Social Media Explorer

December 1st

Dreamfund Holiday Party at Dallas Comtemporary

DFWAMA, DFWIMA, PRSA, AAF, DFWSEM, DVSC, and more

#smcdallas

Showcase Judges Chris Baccus @CBaccus Mark Brinkerhoff @MBrinkerhoff Colin Burns @TheCBurns Kate Hall @KateHall Tiffany Monhollon @TMonhollon Jessica Nunez @NunezPR Kendall Shiffler @KendallAnne Eric Swayne @Eswayne Mike Merrill @MikeDMerrill

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ATOMIC DESIGN & CONSULTING– TWOROWS CLASSIC GRILL

Tiffany MichaelisSocial Butterfly@tleighmichaelis

Agency URL: www.atomicdc.com

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Business Problem

Make TwoRows a St. Patrick’s Day Destination

Serves American, Italian and Mexican food

Bars and pubs nearby Fill the new patio

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Solution Proposed/Implemented

Drive foodies and current clientele from the email marketing to the Facebook page

Something BIG is coming to TwoRows…

Five cent green beer hour Hinted on the Facebook Page to

the secret hour

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Screenshots

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Email Campaign

Email marketing campaign stats:

Sent to 5,173 23% open rate Click-through rate 9.6% Received a 10 out of 10 rating score

from Bronto

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Results

Restaurant at full capacity New likes on Facebook: up

1,143% Post views: up 47% Post interaction: up 47%

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Key Learnings and Takeaways

Email and Social work together Make sure it’s mobile Go big or go home Educate yourself on giveaways Get your agency involved Everyone loves cheap beer

#smcdallas

BESTBUZZ – TASTE OF DALLAS

Carrie LayneCEO & Founder@Best_Buzz

www.BestBuzz.Bz

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Business Objectives

Increase pre-event awareness Generate “buzz” around event Increase social media reach Sell tickets Measure vendor success with

quantifiable results

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Solution Proposed/Implemented What Strategy Was Proposed?

Use the BestBuzz marketing platform as social media and promotional channel to reach beyond Taste of Dallas Facebook fan page

What was implemented? 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

’30 Days of Giveaways’ promotion to increase awareness and build hype for the festival

Relationships were leveraged with Best of Texas brand and other local PR and blog partners

During the event, codes were created for vendors to turn “tasters” into “consumers”

#smcdallas

ScreenshotsToD Website

ToD Facebook

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Powered by BestBuzz

In the second it took to scan this code, Caitlin shared the Taste of Dallas

event promotion with 512 of her friends, creating instant “word-of-mouth” buzz.

#smcdallas

Results Social growth

ToD Facebook fans increased over 189%

Fans/Followers 1,465 new fans for ToD between 6/6-7/11 264,521 social impressions before event 401,523 social impressions during 3-day

event

Engagement 3-6 posts per day on ToD & BestBuzz social pages 1,462 unique user-generated posts to

Facebook using BestBuzz platform

Traffic Albertsons pre-event ticket sales

increased over 700%

#smcdallas

Key Learnings and Takeaways Taste of Dallas was able to market the

event beyond the “Like” button ’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

Event-goers had an avg. of 318 friends on Facebook, 245% over Facebook avg. of 130 friends *Extreme-Influencers

People are willing to engage with cutting-edge technology

#smcdallas

BUZZSHIFT – PEOPLE TO PEOPLE

Elysa RiceCommunity Manager@elysa / @buzzshift

Agency URL: www.buzzshift.com

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Business Problem Recruiting – increase traffic to

current lead generation process Retention – retain clients from sign-

up to trip departure to post-trip activities

Engagement – initiate and encourage conversation w/ teen demographic and alumni base

Advocacy – grow fan base while not sacrificing high level of engagement rate

#smcdallas

Solution Proposed/Implemented SM campaign surrounding unique

teacher-led trip (event and offline activities)

NBC/P2P/Education Nation contest winner + 12 students + Jordin Sparks

Geographic and logistic-specific interactions; support integrated w/ conversations

Integrated custom FB page, custom microsite, YouTube and P2P blog campaign

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Screenshots

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High Engagement Factor

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Results

3,212% increase of fans from 3,478 to 25,229.

Almost 350% increase in engagement rate, from 1.69 comments per post to 4.19 comments per post.

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Key Learnings and Takeaways

Your campaign is only as good as your product.

The campaign played into the strengths of People to People: building relationships with clients for repeat purchases.

It helps if agency and comm. mgr believe in the cause/brand/product.

#smcdallas

SLINGSHOT– JACK DANIEL’S

Charles BlackAccount Supervisor and Mobile Specialist@CharlesRBlack @SlingshotLLC

Agency URL: www.davidandgoliath.com

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o Clearly communicate to consumers what the Back Jack campaign is and why they should participate

o Leverage the campaign to attract new fans to the Jack Daniel’s global brand page

o Maximize the number of consumers who engage with the campaign and sign the petition

o Build and maintain momentum for the campaign through the month of September

Overall Business Problem JD Birthday is a 30-Day promotion that runs

every year and there was a need to create a renewed buzz around it

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Implementation

JAGTAG Campaign Video

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Traffic Drivers + User Flow

Point-of-Sale/On Premise

Flash Banners Rich

Media Banners

Facebook Ads

CRM

Fan Page Posts

Happenings Badge

Facebook Landing Page

Post Signature Page

Word of

Mouth JAGTAG/SMS

Global Birthday Tab

#smcdallas

Campaign Results The campaign delivered 11,580,208 social digital

impressions while the media support served additional impressions.

Within the 6 week campaign period, the petition garnered almost 15,000 digital petition signatures.

78% of visitors to the application landing page signed the petition.

32% of all visitors returned to the petition throughout the campaign.

20% of all users who signed the petition came through a friend’s wall post.

The Jack Daniel’s global brand page recruited 148,994 new fans (+27% increase) over the course of the campaign.

The U.S. only fan base grew 67% as a result of this campaign (100,337 new fans).

#smcdallas

Key Learnings and Takeaways Users who engage with the brand or its properties online are

willing to be brand ambassadors .

Social campaigns need the ramp up time.

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%).

For JAGTAG, SMS/Text or other custom features to be effective, they must be included on as many promotional pieces as possible.

#smcdallas

STANDING DOG INTERACTIVE EVENT

CINEMAS

Jennifer EatonDirector of Social Media @StandingDog @JenWinnEaton

www.standingdog.com

#smcdallas

Business Problem

Event Cinemas wanted to increase ticket sales to their 2011 Easter Movie Marathon. Previous promotional budgets

were allocated for a variety of media outlets.

Radio Ads Magazines Newspapers Third-Party Websites

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Solution Proposed/Implemented

Allocate the entire budget ($12,000) to Facebook Ads

Suggested testing more than one ad format

Implemented Facebook Like Ads and Sponsored Stories that drove to the Marathons Custom Tab within Movie Marathons’ Facebook Page

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So, This is How It Went Down…Sponsored Stories

Like ads

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Landing Tab

Insights

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Results The 2011 Easter Movie Marathon ticket and

box office sales were 30% higher and topped the charts for the first time since Easter 2009.

A total of 16,279 tickets were sold generating $361,720.

Page likes grew from 6,528 to 22,098 likes in one week.

Total spend: $12,029.41 with a $0.86 per fan acquisition cost. Sponsored Stories Ad: 8,492 fans; fan

acquisition cost of $0.26. Facebook Like Ads: 5,352 fans; fan

acquisition cost of $1.82.

#smcdallas

Results Continued…

Box Office Sales – Facebook Advertising = ROI

$361,720 - $12,029.41= $349,691

30:1 ROI

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Key Learnings and Takeaways

Social Media Ads Trump Traditional Advertising Previous tactics using various media outlets failed

to deliver the results of Facebook Ads only. Sponsored Stories lowers the cost of Facebook

Page likes only if active engagement is increased. Facebook fans are fast and easy to come by but

interacting with them is what builds brand loyalty. 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

#smcdallas

WEBER SHANDWICK AMERICAN AIRLINES AADVANTAGE

Colin AlsheimerAccount Supervisor@colinize

http://www.webershandwick.com/

#smcdallas

Business Problem

Generate awareness and buzz for new social media channels

Increase number of likes, followers and mentions of AAdvantage social pages

Generate new AAdvantage member enrollments

#smcdallas

Solution Proposed/Implemented

Created Mystery Miles Facebook game

Custom built Facebook application Incentivize engagement with

AAdvantage channels Multiple channel support 100-100,000 AAdvantage miles to

all who participated

#smcdallasScreenshots

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Wildcard

Facebook application built using Flash

Used Radian6 to monitor and record mentions

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Results 65% increase in new AAdvantage

member accounts in first week 260,804 new likes, 6,867 new

Twitter followers 169,762 clicks on the promoted

bit.ly link Over 2,500 mentions in mainstream

news, blogs and social media 332% increase in page interactions

#smcdallas

Key Learnings and Takeaways

Social campaigns must be supported by other media channels

Test, test, and test again Consider mobile