7.19.12

@smcdallas#smcdallas

http://www.smcdallas.org

Thank Your Sponsors! On Twitter

@JakesBurgers

@AllenTsaiPhoto

@StandingDog

Agenda Welcome – Kendall Shiffler, @kendallanne 2012 Chapter Survey Winner Membership – Mark Brinkerhoff Intro of Sponsors

Jakes, Allen Tsai Photography, Standing Dog

Upcoming Events Social Media Showcase - Judges Showcase Presenters Post Tweetup – People’s Last Stand

SMC Dallas Chapter Survey Winner!

Thank you for participating! 114 Responses 1 Prize - $100 Visa Gift Card Winner…

Colter Hall of FanCorps! Next Opportunity to Win… Showcase Event Survey, Emailed

Tomorrow

SMC Dallas Membership Packages

“Ambassador” and “Business”Ambassador Level: $225/year

30% off the average, individual event ticket priceBusiness Levels

Up to three (transferable) memberships: $750/year Up to five (transferable) memberships: $1250/year

Visit smcdallas.org/memberships for complete membership package details, including associated benefits.

Become an SMC Dallas “Ambassador” Today

Special offer for New Members: Sign up after the event*, and you’ll get

$50 off your Ambassador-level membership $175 tonight only (regularly $225)

*See SMC Dallas President Kendall Shiffler or learn more at smcdallas.org/membership

Thank You to Our Inaugural Business Partners

We want to thank our in-kind sponsors:

Sponsors

Upcoming SMC Dallas Events August 16

Bryan Person Moderates Social Media Customer Service Panel Sponsored by Sprint

October 25 Scott Stratten Book Tour – The Book of

Business Awesome

December 6 Jingle Mingle

Showcase Judges Mark Brinkerhoff – @MBrinkerhoff Elysa Ellis – @elysa Cameron Gawley @cgawley Mike Merrill – @MikeDMerrill Tiffany Monhollon – @TMonhollon Catherine Nodurft – @catherinekaram Jessica Nunez – @NunezPR Owen Nwanze – @TheBritishTexan Kendall Shiffler – @KendallAnne Andy Valverde – @TheDallasGeek 

Jackie Bese of Atomic Design & Consulting for Armed Forces Bowl

Miker Stovall of Fleishman-Hillard for Chevy  Alyssa Gardina of Weber Shandwick for RadioShack  Jeff Schick of Online Performance

Marketing for iFratelli  Jeremy Vest of Wasp Barcode Technologies  John Lee of Digital Growth Strategies for YoCrunch

Yogurt

Jackie BesePartner

@atomicjackie

Agency URL: www.atomicdc.com

Business Problem Attract and boost interactions with

fans, teams, and conferences Sell tickets and merchandise Increase awareness of the Bell

Helicopter Armed Forces Bowl Increase value to existing sponsors

and attract future sponsors Grow existing sponsorship levels Total 2 month action plan – started

November 1

Solution Proposed/ImplementedSponsor involvement

“Where is the Bell Helicopter?”

Poster creation In-Game Adventure Zone

sponsor promotion

Interacted with fans before/during the game

Tweet your seat VIP trivia giveaway What are you thankful for Raffle giveaways Coach Press Conference

Engage other pages Military – Veterans Day

and Pear Harbor Remembrance Day

Connected with Gary Sinise and Lt. Dan Band

Set up, managed and ran targeted Facebook ad campaigns Dallas residents, Tulsa

Fans, BYU Fans, and Military

Screenshots

“Tweet your Seat” Winners“Where is the Bell Helicopter?” Sponsor Promotion (SMU and Lexus)

Fan Photo Submission by Ticket Winner

Gary Sinise and the Lt. Dan BandHanding out tickets to the military

Wildcard slide

Armed Forces Bowl Adventure Zone Area

Atomic handing out Social Media Flyers for people to connect with Armed Forces Bowl

Interview for Channel 11 News about AFB social media

Results

Grew email marketing database over 3%

From a single day campaign element alone

Positive feedback from sponsors Extremely positive feedback

from sponsors, marketing, and communications officers

Increased on-site promotions with posters

Gary Sinise connections Over 5,800 connections,

Avg. of 450 talking about it.

Media involvement Channel 11 interview based

on social media use by AFB

Fan growth Facebook: Over 28% increase

in fans Twitter: Over 40% increase in

followers Reach increased by over

24,000%

2,000 more military personnel benefited from our efforts Over 6,000 Military tickets

were given out in 2011 Compared to 4,000 tickets in

2010

Key Learnings and Takeaways

Plan promotions Prepare for:

Promotional requests Approval processes

Do your research Venue restrictions and

opportunities Space and time

limitations

Create checklist and timeline to share with the client well in advance of event

Backup plans for internet connectivity, photography, and event setup

Don’t be afraid to ask for more giveaways

Allow ample time for sponsors’ social marketing teams to coordinate and get involved – can’t rely on timely responses

Share victories with the client Report in real time

Outline expectations and goals Qualitative and

quantitative

Q & A

Miker Stoval SVP, Content

@mikersto

Agency URL: www.fleishmanhillard.com

Goals for Chevrolet’s SXSW SponsorshipLeverage their SXSW sponsorship to attract a new generation of younger drivers to the Chevy brand and its new line-up of vehicles?

1

2

3

4

Lead SOV for #SXSW among SXSW sponsoring brands and maintain positive sentiment for Chevrolet/GM sponsorship and event involvement

Create unique festival experiences that will resonate with younger consumers and still remain true to the brand

Increase participation and reach of Chevy brand by increasing content engagement ratio

Connection StrategyBe more than just a sponsor.Add value to the festival by improving the experience of those in attendance + offering exclusive content to the folks at home.

Communication PlatformWhat Drives You - From INSPIRATION to

INNOVATION?

SXSW attendees could recharge their mobile devices in the Chevy Volt Recharge Lounge

The Chevy Sound Garage was created to encapsulate the festival itself: A representation of the best music, art, and technology - all in one place

A fleet of 55 “Catch A Chevy” cars to help attendees get to the 8 official SXSWi campuses and multiple music venues

Over 90 pieces of original content surrounding the theme “What Drives You” were created over the course of 10 days to bring the experience to those who could not attend

We maintained multiple Facebook pages and Twitter handles to report festival occurrences; stay connected to our core audience; and to welcome new fans into the fold.

All driving traffic back to a centralized content hub.

The pairing of new technology with brand marketing positioned Chevy as an innovative and forward-thinking company and garnered:

12,442 Catch a Chevy pick-ups

22,328 Catch a Chevy passengers

5,524 Volt Recharge Lounge visitors

18,567 total tweets 85 total Facebook posts 149 total blog posts 92 total YouTube videos 65.9 million total web

impressions

RESULTS 39 Million estimated

traditional media reach Ad Age story

recognizes GM as one of the festival’s “big marketing winners”

> 41,000 new Facebook fans

> 2,400 new Twitter followers

13,000 tweets in nine days

514,000 page views on Chevy.com/SXSW

Key Learnings and Takeaways

BE USEFULBE ENTERTAININGOR BE IGNORED

Q & A

Alyssa GardinaDigital Supervisor

@agardina

Agency URL: www.webershandwicksouthwest.com

Business Problem

Our Solution

Develop dynamic content that crossed a variety of digital channels

Engage and collaborate with influencers to amplify and endorse the campaign

Expose audiences to a variety of messaging, from videos to blog posts to social updates

Video Content

Geek Beat LIVE

Tongal Videos

Influencer Ambushes

Influencer Ambushes

Social and Traditional Sharing

Results More than 20 million social media

impressions: 4.5 million impressions from influencer posts 7,000 video views, 47% generated by media

outreach efforts Generated business results enabling

RadioShack to top: More than $3 million in retail trade-in value 3x the use of the Trade & Save app versus prior

month. 82K devices traded in – 2.5x the average

monthly device trade-ins

Key Learnings and Takeaways Video is a great way to tell a story Get to know your influencers Set your goals based on the data

you have Integrate, integrate, integrate:

Across departments Among agencies With other promotions Everywhere you can!

Q & A

Jeff SchickDirector of Integrated Digital Strategy

@liketherazor

theresults.onlineperformancemarketing.com

Business Problem There wasn’t a business problem Brand preparing for 25th Anniversary Giving back was part of their brand Problem was the lack of fundraising dollars

available for local organizations & charities

Objective Emotionally connect with

consumers to be a part of a “solution”Strategy

Create a social- and viral-only, community-based fundraiser for DFW residents

Authentic

Family

Community

Local

Brand & Content Strategy

Bringing the Idea to Life FIRST: Create a name/identity

Pizza DoughNation

SECOND: Get fans excited Fans nominated their favorite charities Armed with best practices for success

THIRD: “It Takes a Village” Fans, charity and organization’s networks leveraged to

spread word Code words were seeded across social media Consumers mentioned code words during order

FOURTH: Measure Sales were tracked by code word

FINALLY: Give and Receive Facilitated check presentations Seeded on OWNED media Drove EARNED media

Tools Website/Blog

Program overview, nomination form, best practices and tips and view past results

Branded as “The Sauce”

Twitter Geo-target/contextual conversations on pizza occasions Flighted content from 11-2 and 4-8 to capitalize on lunch

and dinner Cross-promoted to Facebook, then to the blog Identified influencers to propel the success of the program

Facebook Documented and housed the brand’s “giving back” story Developed relationships with local, regional and national

chapters Capitalized on the Facebook EdgeRank Algorithm

by focusing on an aggressive news feed optimization strategy

Analytics & Measurement

HootSuite Facebook Analytics Twitter Counter Twitalyzer Tweetstats Google Analytics

Results

Increased Traffic to “The Sauce” 3,000 unique visits for nominations

86% were leads driven by social media 14% were direct URL entry Inherent increase in engagement on site

Results Social Engagement “Beyond the Like”

Facebook Increased impressions from 40K/month to 125K/month Reached an additional 12K uniques

Twitter Increased RT rate (generosity) from 0 to 19.4% Created VIP group for future programs Expanded the brand’s reach beyond DFW Pickups by one of Forbes’ Top 20 Social Media Icons,

as well as international exposure

Word-of-Mouth Via positive word-of-mouth, the brand was selected to

participate in Dallas’ first walking culinary tour: Food Tours of America

Good Morning Texas segment drove EARNED media impressions

Results

Drove Revenue and Significant Social ROI While the main objective of “Pizza

DoughNation” was not financial in nature, the brand did see a natural increase in sales: February – 304% March – 310% April – 381% May – 340% June – TBD

Results The Greatest Result: Making a Difference

American Cancer Society

Coppell Lacrosse Association

Friends of White Rock Lake Dog

Park

Lonestar Building Club

Boy Scouts of America

Cottonwood Creek Elementary

Frisco CaresMcKinney Arts Contemporary

Chabad of PlanoDallas Center for

ArchitectureGRACE

National Multiple Sclerosis Society

Colleyville Heritage High School

Dalmatian RescueGrapevine High

SchoolStonegate

Community Partners of Dallas

DFW Humane Society

Irving MacArthur High School

Texas Trees Foundation

Coppell Bible Fellowship

Early Childhood Development

Center

Irving Symphony League

Water is Basic

Coppell High SchoolFlower Mound

High SchoolKingdom Come

Woodhaven Presbyterian Church

Coppell Family YMCAFriends of the

Bath House Cultural Center

Leukemia & Lymphoma Society

Young Life

Key Learnings and Takeaways Social Media RESULTS are not just for big

brands. If done right, small- to medium-sized brands can leverage social media to accomplish many objectives whether attitudinal, behavioral or financial.

Get the product, service and experience right FIRST.

Get cross-functional teams involved. They will begin to place a higher value on social media.

Don’t be afraid to ask fans and followers for help. Engage.

Q & A

Jeremy VestSenior SEM & Online Manager @waspbarcode

Agency URL: www.youtube.com/waspbarcode

Business Problem

Wasp Barcode Technologies was looking to increase targeted web traffic to their website and to increase brand awareness.

www.YouTube.com/Waspbarcode

Solution Proposed/Implemented Wasp Barcode Technologies

created content with the sole intention of reaching a targeted audience. The video was tailored to resonate with those individuals looking for a barcoding solution.

Solution Proposed/Implemented Once the content was completed,

Wasp Barcode Technologies implemented an online strategy to ensure their audience saw the content. This included optimizing the content for YouTube search, using YouTube’s social aspect to leverage content engagement, and implementing an ad strategy through Google AdWords for Video.

Results Summary

YouTube - biggest traffic referrer Demo leads +63% Subscribers +4,190 Videos lead to higher engagement Traffic 450,000+ 12+ Awards Video content marketing works well

YouTube – Biggest Traffic Referrer

Engagement

Results - Huge Targeted Traffic

Key Learnings and TakeawaysThings we learned

1.Social is the most important element to get video views

2.YouTube search ranking can be HUGE

3.Video can produce great referring traffic if you engage prospects

4.Don’t tell your story listen to viewers needs

5.You only have seconds to engage viewers

6.Inexpensive video advertising works

7.Video Content marketing works!

8.Search engine keyword research is MUCH different on YouTube

9.Create bad videos and get bad results

10.Viral video is not a marketing plan

Q & A

John M. LeeCEO

@johnmlee

DigitalGrowthStrategy.com

Business Problem Small player in the $7.6B yogurt & on-fire

Greek yogurt categories Category dominated by large ($$$), well

known players like Fage, Chobani & Yoplait How can YoCrunch break thought the

clutter and drive awareness, buzz and trial? Social Media Objectives:

Grow Facebook Fanbase Facebook primary platform, Twitter secondary

Drive engagement with fans Increase % positive brand mentions

Solution Proposed/Implemented Overall strategy: avoid offline

advertising and focus all efforts online

Campaign Elements: New interactive website Social media strategy & implementation Online ad campaign Comprehensive PR plan (off and online)

Multiple monitoring/performance tracking tools including Radian6 for social media

Screenshots

Online Ads

Results

Facebook

Likes

Avg. InteractionPer FB Post

% Brand Mentions Positive

June 30, 2011

1,500 19 19%

Dec. 31, 2011

155,000 175 32%

Key Learnings and Takeaways Integration essential. No one discipline

can stand alone. Getting other people to talk about you

works Content strategy/conversation calendar

mandatory UGC will appeal to hardcore Fans. Others

need to be incentivized; (doesn’t take much).

Understand the best use of each platform

Q & A

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