1. Part 2 of 2 in
Women: The Ultimate Social Media
Influencers
Case Study: Girls’ Night Out
Share & Win Contest

2. Women: The Ultimate Social
Media Influencers

3. Presenters
Brienne Torley Paul Mulko
(Community Manager) (Process Manager)

4. What is It?
Identify & Track the economic impact of influencers on YOUR brand.
Generate & Track Social Lift.
Quick SEO landing pages for A/B testing.
Utilize tools to generate landing pages and responses.
Create & Manage Facebook contests.

5. Results:
Social Impact,
Opt-ins, Sharing
Lift

6. GNO - Registrants Overview
Wine
LCBO Facebooks Ads stopped
Tasting running July 15
Magazine
Party
Avg Daily Run Rate 102 Avg Daily Run Rate 90
per day per day
Contest Bumped Avg.
Daily Run Rate to 47 Avg Daily Run Rate 200
per day per day

7. GNO - Visitor & Contest Entries
Overview
15,000
Visits 13,304
12,747
Contest Entries 12,002
11,250 10,273
9561
7,782 9128
8521
7,500
7176
4,605
5386 Opt-In
3,750
2,636 Database
1,338 2689 4,724
309 1382
24
0 652
0 126
June 1 Ju n e 8
- 14
Ju n e 2
2 - 28 July 6
-1 2
July 20
- 26

8. • Contest participants are able to participate in 2 ways:
• 1) Contest entrant (no additional info required)
• 2) Opt-in (contact info required = we can contact for future
campaigns)
• Ratio from visitor to opt-in: 25 = there was a 25% opt-in rate
from visitors
• Total contest entrants: 9,561
• Total contest opt-ins: 4,724

9. GNO - Facebook “Likes”
Overview
8,000 7,699 7,735
7,287
Facebook “Likes”
6,310
6,000
4,000
3,116
2,251
2,000
1,276
553 577
830
Each Facebook “Like” is valued at $10
0
June 1 Ju n e 8
- 14
Ju n e 2
2 - 28
July 6
- 12
July 20
- 26

10. Visitor to Opt-in Funnel
Visitors Entries
FB Likes Opt-ins (free!)
14,000
72%
10,500
58%
7,000
36%
3,500
0

11. Entries Overview
20
489
527 1,999
Facebook Referrals
Facebook Ads
Blogger/Tasting
Food & Drink Ad
783 WhiteFire Sharing
Free Social
Direct
4,380
1,370

12. Entries Overview
5,000
25% of the campaign was brought in
4380 through Social Lift (free!)
3,750
2,500
1,999
1,250
1370
783
527 489 20
0

13. Contest Entry
Media Channel+ Entries Entry Rate % of Total
Facebook Ads 783 28% 8%
Facebook Referral 1,999 82% 21%
Blogger Tasting 1,370 90% 14%
Food & Drink Ad 4,380 89% 46%
WhiteFire Sharing 527 73% 5%
Free Social 489 75% 5%
Direct 20 8% 2%

14. Top Brand Influencers
Mayor
General
Deputy
d
Total: 445 of 9,561
Top 20 Influencers
brought in 5% of all
Registrants

15. Campaign Demographics
Largest age group:
25-34 year olds
92%
women
83%
homeowners

16. Influencer: Social
‘Marg’ Top Social Influencer has 293 Influences:
284 - Direct Influences
9 - 2nd & 3rd Generation Influence
1st 2nd
Marg Vilanova
3rd

17. Campaign Results
• 13,000+ Facebook page visitors
• 9,500 contest entrants
• 7,178 new Facebook “Likes”
• 4,124 new opt ins to future communications
• Trackable results from traffic drivers
• Food and Drink ad and Blogger Tasting party

18. Summary
• Campaign results were 3 times forecast goals
• The campaign generated numerous positive Facebook
posts and interactions
• Expanded Facebook following “Likes” and the the opt-in
database will provide a new and significant marketing
channel moving forward
• Campaign clearly supported and fostered the Girls Night
Out brand with target audience

20. Questions?
Please contact Brienne Torley at
btorley@whitecloudmarketing.com