social media successes! nope! learn from social media flops
DESCRIPTION
#SoMeT13US Breakout Session. Presenters: David West, Pocono Mountains CVB, @DavidBWest & Adam Johnson, Visit Saint Paul, @MayorGatsby & Shannon Paige, Visit Denver, @IknowDenverTRANSCRIPT
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Adam Johnson | VP of Marketing | Visit Saint Paul
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[EAT]
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[TWEET]
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[RE ]
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Social Media Successes! Nope! Learn from Social Media Flops
The Denver Dares
SoMeT13USNovember 8, 2013
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Background
VISIT DENVER• Launched our first app in July 2010• 2011 – 39,000 App Downloads• Jan 2012 – Begin redesignDecided to add Badging Capability to the app to highlight our “Dares”
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Why Badges?
Gamification of experiences
1,826 badges awarded during Denver Restaurant Week: Jan 19 – March 9, 2012
Social Media Strategy - Get users to share info about us on their social media sites
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The Denver Dares
• 10 Badge categories• 10-15 “Dares” per Badge• Check-in to an dare – earn a badge
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The Denver Dares
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Results
First 6 months (April-Sept)• 42,000 downloads• 64,000 active users• 205,000 sessions• 1.6 min average session
length• 202 Badges awarded
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What Went Wrong
•Complicated Directions– Didn’t distinguish
between “checking-in” and “badging” thus one action had two results
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What Went Wrong
•Complicated Directions– Didn’t distinguish between “checking-in” and “badging”
thus one action had two results•No incentive to earn a badge
– Badges are only fun if there’s a level of competitiveness to earn them.
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What Went Wrong
•Complicated Directions– Didn’t distinguish between “checking-in” and “badging”
thus one action had two results•No incentive to earn a badge
– Badges are only fun if there’s a level of competitiveness to earn them.
•Wasn’t challenging to earn a badge– While trying to keep the threshold to earn a badge low,
we took the fun out of it. Could earn a badge anywhere/anytime.
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What We Learned
2012
Badges Awarded 202
Sharing (email) 1,137
Favorites 4,956
Users were NOT using the badging capability, but they were big fans of being able to “favorite” a dare or member listing in order to access it later.
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What We Learned
2012
Badges Awarded 202
Sharing (email) 1,137
Favorites 4,956
Users were NOT using the badging capability, but they were big fans of being able to “favorite” a dare or member listing in order to access it later.
This was obviously being used as a “planning tool”, as opposed to an in-market guide.
We had to change our whole attitude about the app…..
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What We Changed
1. Got rid of badges
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What We Learned
We don’t need no stinkin badges
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What We Changed
1. Got rid of badgesa) Turned them into categoriesb) Still allow people to check in, but now they have to be
at the location, so it’s similar to Facebook check in
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What We Changed
1. Got rid of badgesa) Turned them into categoriesb) Still allow people to check in, but now they have to be
at the location, so it’s similar to Facebook check in2. Introduced a new category called “My Saved Dares” that
encourages users to add more favorites.3. Introduced a new category called “Top 10 Dares of
Denver” that allows users to see what other people’s favorites are.
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What We Changed
1. Got rid of badgesa) Turned them into categoriesb) Still allow people to check in, but now they have to be
at the location, so it’s similar to Facebook check in2. Introduced a new category called “My Saved Dares” that
encourages users to add more favorites.3. Introduced a new category called “Top 10 Dares of
Denver” that allows users to see what other people’s favorites are.
4. Make users login to Facebook and share their hometown with us if they want to save favorites.
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What We Get
April - September
2012 2013
Badges Awarded 202 0
Favorites 4,956 35,889
• Year over year the amount of “favorites” has increased 624%
• This gives us valuable insight into the dares, listings and events that our users are interested in
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What We Get
April - September
2012 2013
Badges Awarded 202 0
Favorites 4,956 35,889
Facebook logins 520 2,435
• Year over year the number of users connecting the app to their Facebook account has increased 368%
• Allows us to collect demographic data• Out-of-market user using out-of-market• Out-of-market user using in-market• In-market user using in-market
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Conclusion
• Make sure users want and will use the interaction you’re giving them.
• Figure out what action they are already taking and develop a strategy based around that.
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Social Media Flops:Gear Up for a Getaway New York Jets
Sweepstakes
Social Media Flops:Gear Up for a Getaway New York Jets
Sweepstakes
David WestVice President of Marketing,
Pocono Mountains Visitors Bureau
@DavidBWest
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Gear Up for a Getaway! NY Jets Sweepstakes
Sweepstakes hosted on the NYJ Facebook Page
3-Monthly Sweepstakes with prizing from the Pocono Mountains
Participants prompted to “Like” the PMVB on Facebook to enter.
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Goals
Gain 10,000 Likes on Facebook
Reach a large market of New York and New Jersey residents with their 1.4 million fans.
Introduce winter offerings to a nearby market.
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Gear Up for a Getaway! NY Jets Sweepstakes
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NYJ Sweepstakes Promotion
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NYJ Sweepstakes Promotion
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Results
3,048 Total Likes on PMVB page
Digital Stadium Signage Compensation
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Contributing Factors
During the Jets’ Season• Controversial Topics: Tim Tebow, Bad
RecordOnly 1 sweepstakes winner per
monthJets would only post about the
contest once per week“Likes” were followed by “Unlikes”
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Takeaways
Be mindful when selecting a partnership and the devil is in the details of the agreement
Difficult to refocus the conversation within a social community
Dealing with a big company also means dealing with big rules and policy
Contesting is a good incentive - Need a combination of small and big and higher frequency of winnings
Promotion is a key to success
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Thanks a lot… Tebow!