Super Social Media: Downtown & Main Street Social Media Campaigns that Soar to Success!
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Webinar presented to members of the Texas Downtown Association on December 2, 2014.
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Super Social Media: Downtown & Main Street Social Media Campaigns that Soar to Success!
- 1. SUPER Social Media Downtown & Main Street Social Media Campaigns That Soar to Success! http://sarahtpage.com
- 2. Get these s:lides here: http://sarahtpage.com/TDASuperSocial/ http://sarahtpage.com
- 3. CASE STUDY #1 “Ugly Sweater” Campaign
- 4. WHY Promote Downtown Portland as the ultimate holiday shopping and dining destination Provide a vehicle to help businesses spread the word
- 5. 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
- 10. RESULTS 138 contest entries 631 #UglySweaterPDX hashtagged photos 363,446 #UglySweaterPDX Twitter reach 1,980 new social media fans 1,623 holiday microsite clicks
- 11. CASE STUDY #2 Instagram Photo Walk
- 12. WHY Create 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
- 13. 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
- 14. Instagram Promotional Graphic http://sarahtpage.com
- 18. 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 effort Over 20 downtown businesses now actively use Instagram #BuyItInBastrop hashtag has been used 1,059 times since October 2013
- 19. CASE STUDY #3 “Faces of Franklin” Campaign
- 20. WHY Help continue Main Street’s momentum Focus on the people who make Main Street unique Great marketing and member relations tool
- 21. 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
- 27. 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)
- 28. CASE STUDY #4 Downtown Raleigh Bucket List Contest – Instagram/Twitter
- 29. WHY Help people discover experiences in their own city Challenge people to actually go do them
- 30. 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
- 33. 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
- 34. CASE STUDY #5 #IAmDowntown Campaign
- 35. WHY Promote 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
- 36. HOW Developed 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
- 40. RESULTS Received an overwhelming response Yielded over 1,000 photos in the summer of 2013 alone Campaign is still ongoing
- 41. TRY THIS
- 42. OR THIS
- 43. CASE STUDY #6 March Social Media Awareness Month
- 44. WHY Solicit positive reviews for downtown businesses and restaurants Get the word out about what Danville has to offer residents and visitors
- 45. 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
- 48. RESULTS Got some reviews Didn’t promote the campaign very much Planned to revisit in 2014 – but didn’t
- 49. CASE STUDY #7 Experience Columbus Year-round Instagram
- 50. WHY Showcase things to see and do in the destination Increase followers and engagement on @ExperienceColumbus account Encourage use of common hashtags like #ExpCols and #CbusFoodScene
- 51. HOW Post original content when possible Comment and like photos with Columbus hashtags Repost exceptional photos that use Columbus hashtags
- 54. Try Photo Repost http://sarahtpage.com
- 56. RESULTS 95% of photos are reposted images Since August 2013: Photos tagged with #expcols have increased 293% Followers have increased 124% Interactions have increased 140%
- 57. CASE STUDY #8 Downtown Fresno Partnership Thumbs Up Downtown Scavenger Hunt
- 58. WHY Received 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
- 59. 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
- 63. 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 business 75% of businesses said they planned to continue using social media
- 64. LESSONS LEARNED 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
- 65. Key Takeaways Have goals Plan and provide merchant support/training Match the (social) media to the market Measure and report Don’t be afraid to have fun!
- 66. Can I Help? Call Me! http://sarahtpage.com
- 67. Follow Me Facebook.com/SarahTPageConsulting Linkedin.com/in/sarahpage @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage http://sarahtpage.com
- 68. Thank You! Questions? http://sarahtpage.com
Notes de l'éditeur
- Weekly winners receive a $50 gift card to Pioneer Place to buy a new, non-ugly sweater. At the end of the contest, a grand prize winner will be chosen by a panel of judges to receive a downtown holiday getaway that includes hotel, dinner, breakfast, a show and shopping spree.
- Offline Media partnered with LiveWorkPlay because they have a strong following of people who love Downtown Raleigh. Help with their website and provide future site visitors with photos of people enjoying the things to do in their town. Ran May 1 – July 14, 2013.
- Received a grant from Wells Fargo in support of our ongoing efforts to provide Technical Assistance to our member businesses (We’re a BID so we serve the downtown property owners). The TA we were providing included marketing and social media support but we were having very little success engaging business owners. Our business owners are largely resistant to online marketing and social media. We thought this would be a fun way to show business owners the power of social media. We wanted them to see that, as business owners in the downtown of a city of half a million people, they need to be more sophisticated with their marketing efforts. And those marketing efforts do not need to be expensive, complicated or cumbersome. As the PBID for the downtown business district, everything we do is to bring people downtown and make sure they have a good experience while shopping, dining or working. So this was a way for us to attract an audience.