Webinar given to tourism partners in the Land of Lincoln region in Central Illinois on April 29, 2014.

1. SUPER Social Media
Social Media
Campaigns That Soar
to Success!
Land of Lincoln Webinar #3
April 29, 2014

3. Get these slides here::
http://sarahtpage.com/LandOfLincoln-Super-Social/

4. CASE STUDY
#1
Facebook
Sweepstakes

5. WHY • Create awareness of
Night In Old
Fredericksburg event
• Grow Facebook
fanbase
• Increase Facebook
engagement

6. 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

10. RESULTS
• Generated 198
entries
• Shared 120 times
on Facebook
• Increased Facebook
page likes by 32.5%
• Weekly engaged
users increased by
140%

11. CASE STUDY
#2
Pinterest/Facebook
Contest

12. WHY
• Inspire travel to the
Beaches of Fort
Myers and Sanibel
• Increase Pinterest
followers and
Facebook fans
• Increase PR about
the destination in
general

13. 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

17. RESULTS

18. CASE STUDY
#3
60 Miles in 60 Days
Campaign

19. 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

20. 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

24. 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

25. CASE STUDY
#4
#Ohiomemory Photo
Contest - Statigr.am

26. WHY • Increase awareness
and reach of newly
created Ohio Instagram
account
• Encourage followers to
share photos of fun
attractions and
destinations in Ohio

27. HOW
• Used Statigr.am as
contest platform
• Follow @Ohiogram on
Instagram
• Submit a photo of a
favorite Ohio travel
memory & tell why
• Tag @Ohiogram and
use the #Ohiomemory
hashtag

34. RESULTS
• 20,000 likes on photos
tagged with
#Ohiomemory
• 68,000 users reached
• 421 approved photos
entered
• 134 participants
• 10,000 contest page
views

35. CASE STUDY
#5
Downtown Raleigh
Bucket List Contest –
Instagram/Twitter

36. WHY • Help people discover
experiences in their
city
• Challenge people to
actually go do them

37. 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

40. 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

41. CASE STUDY
#6
Visit Austin, Texas
True Austin Ask a
Local Campaign

42. 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

43. 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

49. 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

50. CASE STUDY
#7
Instagram /
Facebook Photo
Contest

51. WHY
Create awareness of
Bastrop’s “Buy It In
Bastrop” shop local
initiative
Promote the many ways
to enjoy downtown
Bastrop
Build a repository of
photos
Increase @BuyBastropTX
Instagram followers

52. HOW
Ran Dec. 1-31, 2013
Contest announced on
Facebook, Twitter, &
Instagram
Photos must depict
shopping, food, and fun
during the holidays
Must use
#BastropHolidays
Weekly winners
Fan vote for grand prize
$200 shopping spree in a
Bastrop store

53. Instagram
Promotional
Graphic

56. RESULTS
Facebook likes
increased 29%
Instagram fans
increased 35%
126 contest entries
68 new photos to
promote downtown
Bastrop

57. CASE STUDY
#8
March Social Media
Awareness Month

58. WHY Solicit positive reviews
for downtown
businesses and
restaurants
Get the word out about
what Danville has to
offer residents and
visitors

59. HOW
Printed 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

62. RESULTS Got some reviews
Didn’t promote the
campaign very much
Will revisit in 2014

63. Can I Help?
Call
Me!

64. Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage

65. Thank You!
Questions?