The document summarizes presentations from the Social Media Club of Dallas event. It includes summaries of several companies' social media campaigns: Atomic Design & Consulting promoted TwoRows Grill for St. Patrick's Day using email and Facebook; BestBuzz used QR codes and promotions to increase awareness of Taste of Dallas; Buzzshift leveraged relationships and cutting-edge technology to promote educational trips for People to People; Slingshot used JAGTAG, videos and Facebook ads to promote Jack Daniel's Birthday campaign; and Standing Dog Interactive Event Cinemas increased Easter movie marathon ticket sales 30% using Facebook ads. It also provides results, learnings and screenshots from each campaign.

1. Social Media Club of Dallas 9.22.11 @smcdallas #smcdallas http://www.smcdallas.org

2. Agenda Welcome - @MikeDMerrill Intro of Sponsors – @RussosCoalfired @JaredRey @RedButtonTV@ChrisYates11 Upcoming Events Social Media Showcase - Judges Social Media Speakers Post Celebration – Central 214

3. Sponsors

5. Upcoming SMC Dallas Events October 20th Smart Business, Social Business Book tour by Michael Brito, SVP of Edelman Digital November 17th No Bullshit Social Media Book tour by Jason Falls of Social Media Explorer December 1st Dreamfund Holiday Party at Dallas Comtemporary DFWAMA, DFWIMA, PRSA, AAF, DFWSEM, DVSC, and more

6. Showcase Judges Chris Baccus @CBaccus Mark Brinkerhoff @MBrinkerhoff Colin Burns @TheCBurns Kate Hall @KateHall Tiffany Monhollon @TMonhollon Jessica Nunez @NunezPR Kendall Shiffler @KendallAnne Eric Swayne @Eswayne Mike Merrill @MikeDMerrill

7. Atomic Design & Consulting– TwoRows Classic Grill Tiffany Michaelis Social Butterfly @tleighmichaelis Agency URL: www.atomicdc.com

8. Business Problem Make TwoRows a St. Patrick’s Day Destination Serves American, Italian and Mexican food Bars and pubs nearby Fill the new patio

9. Solution Proposed/Implemented Drive foodies and current clientele from the email marketing to the Facebook page Something BIG is coming to TwoRows… Five cent green beer hour Hinted on the Facebook Page to the secret hour

10. Screenshots

11. Email Campaign Email marketing campaign stats: Sent to 5,173 23% open rate Click-through rate 9.6% Received a 10 out of 10 rating score from Bronto

12. Results Restaurant at full capacity New likes on Facebook: up 1,143% Post views: up 47% Post interaction: up 47%

13. Key Learnings and Takeaways Email and Social work together Make sure it’s mobile Go big or go home Educate yourself on giveaways Get your agency involved Everyone loves cheap beer

14. BestBuzz – Taste of Dallas Carrie Layne CEO & Founder @Best_Buzz www.BestBuzz.Bz

15. Business Objectives Increase pre-event awareness Generate “buzz” around event Increase social media reach Sell tickets Measure vendor success with quantifiable results

16. Solution Proposed/Implemented What Strategy Was Proposed? Use the BestBuzz marketing platform as social media and promotional channel to reach beyond Taste of Dallas Facebook fan page What was implemented? 4 unique Buzz QR Codes were created to track scans from event posters, social media, website, and Albertson’s POP display traffic for pre-event marketing ’30 Days of Giveaways’ promotion to increase awareness and build hype for the festival Relationships were leveraged with Best of Texas brand and other local PR and blog partners During the event, codes were created for vendors to turn “tasters” into “consumers”

17. Screenshots ToD Facebook ToD Website

18. Powered by BestBuzz In the second it took to scan this code, Caitlin shared the Taste of Dallas event promotion with 512 of her friends, creating instant “word-of-mouth” buzz.

19. Results Social growth ToD Facebook fans increased over 189% Fans/Followers 1,465 new fans for ToD between 6/6-7/11 264,521 social impressions before event 401,523 social impressions during 3-day event Engagement 3-6 posts per day on ToD & BestBuzz social pages 1,462 unique user-generated posts to Facebook using BestBuzz platform Traffic Albertsons pre-event ticket sales increased over 700%

20. Key Learnings and Takeaways Taste of Dallas was able to market the event beyond the “Like” button ’30 Days of Giveaways’ enticed potential “tasters” with gift cards and prizes, creating instant “buzz” around the festival over 4 weeks leading up to the event Event-goers had an avg. of 318 friends on Facebook, 245% over Facebook avg. of 130 friends *Extreme-Influencers People are willing to engage with cutting-edge technology

21. Buzzshift – People To People Elysa Rice Community Manager @elysa / @buzzshift Agency URL: www.buzzshift.com

22. Business Problem Recruiting – increase traffic to current lead generation process Retention – retain clients from sign-up to trip departure to post-trip activities Engagement – initiate and encourage conversation w/ teen demographic and alumni base Advocacy – grow fan base while not sacrificing high level of engagement rate

23. Solution Proposed/Implemented SM campaign surrounding unique teacher-led trip (event and offline activities) NBC/P2P/Education Nation contest winner + 12 students + Jordin Sparks Geographic and logistic-specific interactions; support integrated w/ conversations Integrated custom FB page, custom microsite, YouTube and P2P blog campaign

24. Screenshots

25. High Engagement Factor

26. Results 3,212% increase of fans from 3,478 to 25,229. Almost 350% increase in engagement rate, from 1.69 comments per post to 4.19 comments per post.

27. Key Learnings and Takeaways Your campaign is only as good as your product. The campaign played into the strengths of People to People: building relationships with clients for repeat purchases. It helps if agency and comm. mgr believe in the cause/brand/product.

28. Slingshot– Jack Daniel’s Charles Black Account Supervisor and Mobile Specialist @CharlesRBlack @SlingshotLLC Agency URL: www.davidandgoliath.com

30. Leverage the campaign to attract new fans to the Jack Daniel’s global brand page

31. Maximize the number of consumers who engage with the campaign and sign the petition

33. Traffic Drivers + User Flow Point-of-Sale/ On Premise Flash Banners Global Birthday Tab Rich Media Banners CRM JAGTAG/SMS FacebookLanding Page Facebook Ads Fan Page Posts Post Signature Page Word of Mouth HappeningsBadge

34. Campaign Results The campaign delivered 11,580,208 social digital impressions while the media support served additional impressions. Within the 6 week campaign period, the petition garnered almost 15,000 digital petition signatures. 78% of visitors to the application landing page signed the petition. 32% of all visitors returned to the petition throughout the campaign. 20% of all users who signed the petition came through a friend’s wall post. The Jack Daniel’s global brand page recruited 148,994 new fans (+27% increase) over the course of the campaign. The U.S. only fan base grew 67% as a result of this campaign (100,337 new fans).

36. Standing Dog Interactive Event Cinemas Jennifer Eaton Director of Social Media @StandingDog @JenWinnEaton www.standingdog.com

37. Business Problem Event Cinemas wanted to increase ticket sales to their 2011 Easter Movie Marathon. Previous promotional budgets were allocated for a variety of media outlets. Radio Ads Magazines Newspapers Third-Party Websites

38. Solution Proposed/Implemented Allocate the entire budget ($12,000) to Facebook Ads Suggested testing more than one ad format Implemented Facebook Like Ads and Sponsored Stories that drove to the Marathons Custom Tab within Movie Marathons’ Facebook Page

39. So, This is How It Went Down… Sponsored Stories Like ads

40. Insights Landing Tab

44. Weber shandwickamerican airlines Aadvantage Colin Alsheimer Account Supervisor @colinize http://www.webershandwick.com/

45. Business Problem Generate awareness and buzz for new social media channels Increase number of likes, followers and mentions of AAdvantage social pages Generate new AAdvantage member enrollments

46. Solution Proposed/Implemented Created Mystery Miles Facebook game Custom built Facebook application Incentivize engagement with AAdvantage channels Multiple channel support 100-100,000 AAdvantage miles to all who participated

47. Screenshots

48. Wildcard Facebook application built using Flash Used Radian6 to monitor and record mentions

49. Results 65% increase in new AAdvantage member accounts in first week 260,804 new likes, 6,867 new Twitter followers 169,762 clicks on the promoted bit.ly link Over 2,500 mentions in mainstream news, blogs and social media 332% increase in page interactions

50. Key Learnings and Takeaways Social campaigns must be supported by other media channels Test, test, and test again Consider mobile