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Presentation given to the Great Rivers Country and Land of Lincoln Regional Tourism Development Offices in Springfield, IL on May 27, 2014.
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SUPER Social Media
Social Media Campaigns That Soar
to Success! May 27, 2014
CASE STUDY#1
Facebook Sweepstakes
WHY • Create awareness of Night In Old Fredericksburg event
• Grow Facebook fanbase
• Increase Facebook engagement
HOW• Used WooBox to
create Facebook sweepstakes tab
• Required page like• Offered VIP prize
package• Promoted on Facebook
(July 1-19, 2013)• Encouraged social
sharing
RESULTS• Generated 198
entries• Shared 120 times
on Facebook• Increased Facebook
page likes by 32.5%• Weekly engaged
users increased by 140%
CASE STUDY#2
Pinterest/Facebook Contest
WHY• Inspire travel to the
Beaches of Fort Myers and Sanibel
• Increase Pinterest followers and Facebook fans
• Increase PR about the destination in general
HOW• Created Facebook contest
tab• Users created a Pinterest
“Bucket List” board• Users posted their
Pinterest board URL on contest tab to enter
• Required page like• Entrants could also opt-in
to a newsletter and share with friends
• Promoted on all social channels & Facebook ads during June of 2012
RESULTS
?
CASE STUDY#3
60 Miles in 60 Days Campaign
WHY• Increase travel and
bookings during “shoulder season” (Sept. – Oct.)
• Increase web traffic on VisitMyrtleBeach.com
• Increase reach and fanbase on Facebook, Pinterest, & Twitter
• Generate feature blog posts
• Improve readership on Visit Myrtle Beach blog
• Generate 200 contest entries
HOW• Blogger FAM trip• “Pin To Win” contest• “Trip Tuesday”
competition on blog and Twitter
• Visit Myrtle Beach blog series (50 posts on the “secrets”)
• Secrets revealed daily on Facebook and Twitter
• Microsite: “secrets” and deals at VisitMyrtleBeach.com/60days
RESULTS• Accommodations taxes
increased in Sept/Oct 2012 over 2011
• Web traffic increased 25% over 2011
• 13 bloggers wrote 38 posts and reached 1 million readers
• Reach and fanbase grew on all social media channels
• Blog garnered 4k page reads during the 60 days
• Generated 300 contest entries
CASE STUDY#4
Instagram / Facebook Photo
Contest
WHYEncourage visitation to
Tyler during the Azalea Trail season
Promote the many ways to enjoy Tyler & the scenic beauty
Build a repository of photos
Increase @VisitTyler Instagram followers and fans on the Tyler Azalea Trail Facebook page
HOW
Ran March 21 – April 21, 2014
Contest announced on Facebook & Instagram
Photos must show people having fun at Tyler attractions or Azalea Trail scenery
Must use #AzaleaPhotoContest
Weekly winnersFan vote for grand prize3 cash prizes ($200, $100,
& $25)
Instagram Promotional Graphic
WINNER
RESULTS Facebook likes increased 12.5%
Instagram fans increased 47%
251 contest entries
CASE STUDY#5
Downtown Raleigh Bucket List Contest –
Instagram/Twitter
WHY • Help people discover experiences in their city
• Challenge people to actually go do them
HOW• Users complete a
bucket list item• Take a picture of the
experience• Upload photo to Twitter
and/or Instagram• Tag @DTRBucketList
and use the #DTRBucketList hashtag
• Prizes awarded for completing bucket list items
RESULTS• Over 1,000 photos
submitted• 18 people finished the
whole list• Offline Media trying to
improve future contests
• Working on improving the technology
• Beginning to market this product in other cities
CASE STUDY#6
Visit Austin, TexasTrue Austin Ask a Local Campaign
WHY• Provide a local
perspective for visitors on things to do
• Using the experts/bloggers to spread Austin’s message through their own networks as ambassadors
HOW• ACVB chose 6 locals
that represent Austin’s experience
• Visitors ask questions via Facebook, E-mail, or Twitter (#trueaustin),
• Experts answer based on their own personal experience
Q
&
A
RESULTS• Austin visitors get
great local recommendations
• In March 2013:– 68 tweets– 11 Facebook posts– 32 E-mails
• In July 2013:– 160 tweets– 8 Facebook posts– 18 E-mails
CASE STUDY#7
#IAmDowntown Campaign
WHYPromote the downtown
business district in Calgary, Alberta CA
Encourage young people and families to come downtown
Brand downtown as a hip place where people want to be
HOWDeveloped micro-site:
http://iam.downtowncalgary.com
Set up Instagram photo frames for people to pose behind
Tag Instagram photos with #IAmDowntown
Weekly giveaways“Considerable” budget for
digital signs and transit ads
Held a summer block party with local musicians
RESULTS Received an overwhelming response
Yielded over 1,000 photos in the summer of 2013 alone
Campaign is still ongoing
CASE STUDY#8
March Social Media Awareness Month
WHY Solicit positive reviews for downtown businesses and restaurants
Get the word out about what Danville has to offer residents and visitors
HOWPrinted postcards and
distributed them to downtown businesses and stores
Postcard had instructions on how to write reviews on Yelp! and Urban Spoon
Stores displayed them at register or on tables
RESULTSGot some reviewsDidn’t promote the
campaign very muchWill revisit in 2014
CASE STUDY#9
Experience Columbus Year-round Instagram
WHYShowcase things to see
and do in the destination
Increase followers and engagement on @ExperienceColumbus account
Encourage use of common hashtags like #ExpCols and #CbusFoodScene
HOW Post original content when possible
Comment and like photos with Columbus hashtags
Repost exceptional photos that use Columbus hashtags
RESULTS95% of photos are
reposted imagesPhotos tagged with
#expcols have increased 2,231% since Jan. 2013
Followers have increased 1,093% since Jan. 2013
Interactions have increased 6,802% since Jan. 2013
Can I Help?
Call Me!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
Thank You!Questions?
