SUPER Social Media: Social Media Campaigns that Soar to Success!

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SUPER Social Media

Downtown & Main Street Social Media Campaigns That Soar to Success!

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CASE STUDY#1

“Ugly Sweater” Campaign

WHYPromote Downtown

Portland as the ultimate holiday shopping and dining destination

Provide a vehicle to help businesses spread the word

HOW

Dressed downtown sculptures in handmade, festive knitted attire from local fiber artists – “Monumental Attire”

Encouraged contest participants to enter “selfies” in ugly sweaters for a chance to win $50 gift certificate and holiday getaway Photos had to be tagged

with #UglySweaterPDX Supported with Facebook

and Twitter ads

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RESULTS138 contest entries631 #UglySweaterPDX

hashtagged photos363,446

#UglySweaterPDX Twitter reach

1,980 new social media fans

1,623 holiday microsite clicks

CASE STUDY#2

Instagram Photo Walk

WHYCreate and heighten

awareness of Bastrop’s “Buy It In Bastrop” shop local initiative

Encourage downtown business owners and residents to participate

Demonstrate how Instagram can be used to tell stories, promote businesses, and increase sales

HOW

Held November 1, 2013 during the “First Friday Art Walk”

Followed an Instagram training workshop for businesses

Each “walker” received an instruction card & map, and were asked to take photos

Walkers asked to follow @BuyBastropTX & use #BuyItInBastrop on photos

Ended at a local restaurant for a photo slide show with participants

Instagram Promotional Graphic

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RESULTS

10 Instagrammers participated

59 photos were taken with a reach of 7,464

Likes and comments received from 16 states and 3 countries

Ongoing effortOver 20 downtown

businesses now actively use Instagram

#BuyItInBastrop hashtag has been used 1,059 times since October 2013

CASE STUDY#3

“Faces of Franklin” Campaign

WHY Help continue Main Street’s momentum

Focus on the people who make Main Street unique

Great marketing and member relations tool

HOW

Hired PR firm (Sheridan PR) in 2011

Asked for merchant input via monthly meetings and electronic communications

Produce weekly features on downtown merchants (nearly 200!)

Secured placement in local newspaper

Shared via social media outlets

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RESULTS Anecdotal stories of new

customers and sales Gained more than 100,000

Facebook fans and thousands of Twitter followers since the campaign began

“Faces of Franklin” is a key driver of traffic to the website (an increase of 100,000 visits in 2013)

CASE STUDY#4

Downtown Raleigh Bucket List Contest –

Instagram/Twitter

WHY Help people discover experiences in their own city

Challenge people to actually go do them

HOWUsers complete a

bucket list itemTake a picture of the

experienceUpload photo to Twitter

and/or InstagramTag @DTRBucketList

and use the #DTRBucketList hashtag

Prizes awarded for completing bucket list items

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RESULTSOver 1,000 photos

submitted18 people finished the

whole listOffline Media trying to

improve future contests

Working on improving the technology

Beginning to market this product in other cities

CASE STUDY#5

#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

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RESULTS Received an overwhelming response

Yielded over 1,000 photos in the summer of 2013 alone

Campaign is still ongoing

TRY THIS

OR THIS

CASE STUDY#6

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

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RESULTSGot some reviewsDidn’t promote the

campaign very muchPlanned to revisit in

2014 – but didn’t

CASE STUDY#7

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

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Try Photo Repost

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RESULTS95% of photos are

reposted imagesSince August 2013:

Photos tagged with #expcols have increased 293%

Followers have increased 124%

Interactions have increased 140%

CASE STUDY#8

Downtown Fresno Partnership

Thumbs Up Downtown Scavenger Hunt

WHYReceived a grant for

technical assistance to member businesses

Help member businesses see that social media is a free & effective way to:– Attract customers– Engage the community– Showcase products– Gain brand recognition

Attract attention to downtown Fresno

HOW

Event was one day from 11am to 5pm

“Festival” environment with street performers, activities, etc.

Businesses supplied prizes (1 per hour & a grand prize)

Players went to the businesses, scanned a QR code, and were entered into the drawings

Prizes!• Hourly prizes awarded on site• Grand prizes from each

business awarded at the end• One winner was selected to

win an iPad

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RESULTS

The numbers:– 130 participants– 34 businesses– 238 chances to win

prizes– 743 scans (avg. 23

scans/business)63% of businesses saw

an increase in business75% of businesses said

they planned to continue using social media

LESSONSLEARNED

6 hours was too long; 2 hours would be best

Condense the geography (one street at a time)

Hold the event monthly or quarterly

Combine with an existing event (e.g., sidewalk sale)

QR codes didn’t translate well to “social”

Incentivize business participation

Provide pre- and post-event support (“hand-holding”) to businesses

KeyTakeaways

Have goalsPlan and provide merchant support/trainingMatch the (social) media to the marketMeasure and reportDon’t be afraid to have fun!

Can I Help?

Call Me!

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Facebook.com/SarahTPageConsulting

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Sarah Page, PrincipalSarah T. Page Consulting, LLC

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512.914.8873

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Thank You!Questions?

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