TWEET|SHOP|WIN Premiere March 2014

THE CHALLENGE: webcitygirls//, led by Lynn Ponder, started with the goal to educate, inspire, empower, and entertain women. They have built a huge following and have created volumes of online content by connecting their followers with the most exciting events and personalities in the entertainment world.   webcitygirls// contacted Nestivity with a challenge shared by many brands all over the world: how to effectively leverage their social media following into a monetization strategy. Their objective was to increase engagement and facilitate direct online sales in a way that would inform their audience and establish them as an innovative and trustworthy source to find the latest and greatest beauty product and technologies along with exclusive access to concerts and events.

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THE APPROACH: In order to achieve webcitygirls// long term goals, the strategy had to be engaging, far-reaching, and easy to repeat.  They had enjoyed the engagement in traditional #hashtag based “Twitter parties” in the past, but wanted something unique for this project.  The proposed solution was a series of live online events in English and Spanish that paired a live video broadcast with live interaction on Twitter. Using Nestivity’s Tweetcast platform, the #SocialSalon was born. For each #SocialSalon episode webcitygirls// would use Google+ On Air Hangouts alongside real-time comments from Twitter to transmit the live video stream directed by NPN Media production team, as well as social media teams engaging in real-time from all companies. Each episode would include a sponsor and celebrity guest. Participants would join the event from a computer, tablet, or phone and participate in contests, giveaways, and special offers on new and exciting products.  

THE APPROACH: To reinforce the authenticity of the #SocialSalon, webcitygirls// and Nestivity leveraged organic promotion strategies and did not spend any money on advertising.  Instead, webcitygirls// leveraged bloggers, influencers and celebrity relationships, challenged their loyal followers to help spread the word and drive attendance to the live event. The first episode of #SocialSalon featured True Smooth from Coolway, a hair product that gives you salon quality results without heat damage. Top online Influencer Laura Termini was #SocialSalon first guest.

#SocialSalon x 1,200

Reached 2,124,690 individuals

Driving 12,000,000+

impressions OTHER KEY METRICS

10% click-through rate 25% conversion rate

CaseStudy Metrics webcitygirls// #SocialSalon Premiere http://youtu.be/kJPnDb5e2Ps

THE RESULTS: The strategy for the first #SocialSalon delivered on all objectives.   The #SocialSalon hashtag was used nearly 1,200 times, reaching 2,124,690 unique individuals, and driving over 12,000,000 impressions!   Further, webcitygirls// saw engagement metrics that are well above average; a 10% click-through rate to the sponsor’s offer and an incredible 25% conversion rate! These impressive results have not only led to continuing the #SocialSalon series, but also inspired a strategy of live tweeting during “encore” presentations of previously recorded live broadcasts. This will extend the life of each episode, support with SEO, increase awareness of the #SocialSalon and continue to drive conversions for sponsors over time.

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ARE YOU READY TO BE A PART OF OUR NEXT #SOCIALSALON?

LET’S DO THIS!!! ���

THANK YOU - GRACIAS!!! ��� ���