SoMeT Embrace Randomness in Your Tourism Marketing
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Case Study presented to the SoMeT Tourism Symposium in Loudoun, VA on November 17, 2010. This is a Social Media Marketing case study of the results of a two-year brand perception change project I ran around Mardi Gras using Content Marketing, blogs, Twitter, Flickr live streaming video. Follow @TomMartin on Twitter to see more of these types of case studies or visit us at http://www.ConverseDigital.com to learn more.
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SoMeT Embrace Randomness in Your Tourism Marketing
- 9. Beer
- 10. Beer Beads
- 11. Beer Beads B
- 20. <20 tweet 21-50 tweets 51-75 tweets 75+ tweets
- 21. 75% of the click-throughs within the first 30 minutes. another 10-15% within the next 30 minutes
- 23. Been to NOLA Been to Mardi Gras Never been to NOLA Never been to Mardi Gras
- 24. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beer New Orleans Parades Beads Floats Ladders Food Family Tailgating Church Crazy Flashing
- 25. Pre-Campaign Post-Campaign 70.0 52.5 35.0 17.5 0 Ladders Food Family Tailgating Church Crazy Flashing
- 28. 1 0 5 K + f o l l o w e r s c o m b i n e d
- 33. More from Ad Age: Creativity Ad Age China Bookstore Jobs Sign up for E-mail Newsletters Tuesday January 19, 2010 | READ ALL NEWS AT ADAGE.COM P&G CEO Bob McDonald on Why Size Doesn't Matter Lafley Successor Says World's Biggest Spender Under-Leverages Its Scale BATAVIA, Ohio (AdAge.com) -- The last decade at the world's biggest marketing spender belonged to A.G. Lafley, but this one belongs to Bob McDonald. In an interview with Advertising Age, the Procter & Gamble chairman-CEO explains how he's different from his longtime mentor -- and it's more than being an Army guy trained in jungle and desert warfare vs. a Navy guy who operated a store. FULL ARTICLE Let the Chaste Times Roll at Mardi Gras Tabasco Backs Social-Media Experiment to Tame Wild Image of Festival CHICAGO (AdAge.com) -- Here's a good test of social media's
- 35. Mardi Gras Day Ad Age Story
- 36. Saints Parade Mardi Gras Day
- 37. Adver?sing Age Ar?cle (700K+ readers online/offline) NPR Marketplace (1.125M Listeners) Belo Morning Shows (260,000 viewers) Branded Promo?onal Emails (191,893)
- 39. Been to Mardi Gras Been to Mardi Gras Never been to Mardi Gras Never been to Mardi Gras
- 40. Pre-Campaign Post-Campaign Been to Mardi Gras Been to Mardi Gras Never been to Mardi Gras Never been to Mardi Gras
- 41. Activity on site Number of visits Viewed photos Read blog posts Viewed video Watched Live Stream video 1-2 times 3-4 times 5+ times Read Tweets
- 42. Twitter Facebook Blog post Ad Age Article Friend told me about it Via Search Engine Other please specify
- 43. Pre-Campaign Post-Campaign
- 44. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
- 45. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
- 46. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
- 47. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
- 48. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
- 49. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
- 50. “Thank you! And, on behalf of all MG fans, thanks for working to change its image. I never had an urge to go before now. You definitely changed my perception of the event!” - @LisaHoffmann
- 53. When you think about TABASCO® brand pepper sauce, which of the following come to mind? (click all that apply) GB:.>:5.$ @>D56$E33.$:>6:5$=5F5;$ C3:$ @>.5$?9$A3B?6?>9>$ H36:IJ>7K>?/9$ H;5IJ>7>K>?/9$ 89:5;56<9/$=;>9.$2?6:3;0$ 123456375$ -./0$ !"!!#$ %!"!!#$ &!"!!#$ '!"!!#$ (!"!!#$ )!"!!#$ *!"!!#$ +!"!!#$ ,!"!!#$
- 54. When you think about TABASCO® brand pepper sauce, which of the following come to mind? (click all that apply) GB:.>:5.$ @>D56$E33.$:>6:5$=5F5;$ C3:$ @>.5$?9$A3B?6?>9>$ H36:IJ>7K>?/9$ H;5IJ>7>K>?/9$ 89:5;56<9/$=;>9.$2?6:3;0$ 123456375$ -./0$ !"!!#$ %!"!!#$ &!"!!#$ '!"!!#$ (!"!!#$ )!"!!#$ *!"!!#$ +!"!!#$ ,!"!!#$
- 55. When you think about TABASCO® brand pepper sauce, which of the following come to mind? (click all that apply) GB:.>:5.$ @>D56$E33.$:>6:5$=5F5;$ C3:$ @>.5$?9$A3B?6?>9>$ H36:IJ>7K>?/9$ H;5IJ>7>K>?/9$ 89:5;56<9/$=;>9.$2?6:3;0$ 123456375$ -./0$ !"!!#$ %!"!!#$ &!"!!#$ '!"!!#$ (!"!!#$ )!"!!#$ *!"!!#$ +!"!!#$ ,!"!!#$
- 56. How likely are you to purchase TABASCO® brand pepper sauce in the next month? :*;9.6*-,#3.--#916# 7+1858-,#3.--#916# 71<6=>52?5.@9# 012*3456#-./*-,# 7+*=>52?5.@9# )*+,#-./*-,# !"# $!"# %!"# &!"# '!"# (!"#
- 57. How likely are you to purchase TABASCO® brand pepper sauce in the next month? :*;9.6*-,#3.--#916# 7+1858-,#3.--#916# 71<6=>52?5.@9# 012*3456#-./*-,# 7+*=>52?5.@9# )*+,#-./*-,# !"# $!"# %!"# &!"# '!"# (!"#
- 58. How likely are you to purchase TABASCO® brand pepper sauce in the next month? ;+<:/7+.-#4/..#:27# 8,2969.-#4/..#:27# 82=7>?63@6/A:# 123+4567#./0+.-# 8,+>?63@6/A:# *+,-#./0+.-# !"# $!"# %!"# &!"# '!"# (!"# )!"#
- 59. How likely are you to purchase TABASCO® brand pepper sauce in the next month? ;+<:/7+.-#4/..#:27# 8,2969.-#4/..#:27# 82=7>?63@6/A:# 123+4567#./0+.-# 8,+>?63@6/A:# *+,-#./0+.-# !"# $!"# %!"# &!"# '!"# (!"# )!"#
- 60. =+></8+1-#938# ;<1/0+1-# 9+:8,71# ?3@8AB74C7/D<# ?,+AB74C7/D<# 234+5678#./0+1-# *+,-#./0+1-# !"# $!"# %!"# &!"# '!"# (!"# )!"#
- 61. >,?=09,2.#:49# <=201,2.# :,;9-82# @4A9BC85D80E=# @-,BC85D80E=# 345,6789#/01,2.# +,-.#/01,2.# !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"#
- 62. • perception is reality... in the absence of a virtual experience • embrace random • show... don’t tell • follow an editorial guideline track everything