On July 19th, we featured 6 case studies as part of our second annual social media showcase.

1. 7.19.12
@smcdallas
#smcdallas
http://www.smcdallas.org

2. Thank Your
Sponsors!
On Twitter
@JakesBurgers
@AllenTsaiPhoto
@StandingDog

3. Agenda
 Welcome – Kendall Shiffler, @kendallanne
 2012 Chapter Survey Winner
 Membership – Mark Brinkerhoff
 Intro of Sponsors
 Jakes, Allen Tsai Photography, Standing Dog
 Upcoming Events
 Social Media Showcase - Judges
 Showcase Presenters
 Post Tweetup – People’s Last Stand

4. SMC Dallas Chapter Survey Winner!
 Thank you for participating!
 114 Responses
 1 Prize - $100 Visa Gift Card
 Winner…
Colter Hall of FanCorps!
 Next Opportunity to Win…
 Showcase Event Survey, Emailed Tomorrow

5. SMC Dallas Membership Packages
“Ambassador” and “Business”
Ambassador Level: $225/year
 30% off the average, individual event ticket price
Business Levels
 Up to three (transferable) memberships:
$750/year
 Up to five (transferable) memberships: $1250/year
Visit smcdallas.org/memberships for complete
membership package details, including associated

6. Become an SMC Dallas
“Ambassador” Today
Special offer for New Members:
 Sign up after the event*, and you’ll get $50 off
your Ambassador-level membership
 $175 tonight only (regularly $225)
*See SMC Dallas President Kendall Shiffler or learn
more at smcdallas.org/membership

7. Thank You to Our Inaugural Business
Partners

8. We want to thank our in-kind
sponsors:

9. Sponsors

10. Upcoming SMC Dallas Events
 August 16
 Bryan Person Moderates Social
Media Customer Service Panel
 Sponsored by Sprint
 October 25
 Scott Stratten Book Tour – The Book of Business
Awesome
 December 6
 Jingle Mingle

11. Showcase Judges
 Mark Brinkerhoff – @MBrinkerhoff
 Elysa Ellis – @elysa
 Cameron Gawley @cgawley
 Mike Merrill – @MikeDMerrill
 Tiffany Monhollon – @TMonhollon
 Catherine Nodurft – @catherinekaram
 Jessica Nunez – @NunezPR
 Owen Nwanze – @TheBritishTexan
 Kendall Shiffler – @KendallAnne
 Andy Valverde – @TheDallasGeek

12.  Jackie Bese of Atomic Design & Consulting for Armed Forces Bowl
 Miker Stovall of Fleishman-Hillard for Chevy
 Alyssa Gardina of Weber Shandwick for RadioShack
 Jeff Schick of Online Performance Marketing for iFratelli
 Jeremy Vest of Wasp Barcode Technologies
 John Lee of Digital Growth Strategies for YoCrunch Yogurt

13. Jackie Bese
Partner
@atomicjackie
Agency URL: www.atomicdc.com

14. Business Problem
 Attract and boost interactions with fans,
teams, and conferences
 Sell tickets and merchandise
 Increase awareness of the Bell Helicopter
Armed Forces Bowl
 Increase value to existing sponsors and
attract future sponsors
 Grow existing sponsorship levels
 Total 2 month action plan – started
November 1

15. Solution Proposed/Implemented
Sponsor involvement  Engage other pages
 “Where is the Bell  Military – Veterans Day and
Helicopter?” Pear Harbor Remembrance
 Poster creation Day
 In-Game Adventure Zone  Connected with Gary Sinise
sponsor promotion and Lt. Dan Band
Interacted with fans before/during  Set up, managed and ran
the game targeted Facebook ad
 Tweet your seat campaigns
 Dallas residents, Tulsa Fans,
 VIP trivia giveaway
BYU Fans, and Military
 What are you thankful for
 Raffle giveaways
 Coach Press Conference

16. Screenshots

“Where is the Bell Helicopter?” Sponsor Promotion (SMU and Lexus)
“Tweet your Seat” Winners
Fan Photo Submission by Handing out tickets to the military
Gary Sinise and the Lt. Dan Band
Ticket Winner

17. Wildcard slide
Armed Forces Bowl Atomic handing out Social Interview for Channel 11
Adventure Zone Area Media Flyers for people to News about AFB social media
connect with Armed Forces
Bowl

18. Results
Grew email marketing database over 3%  Media involvement
 From a single day campaign element  Channel 11 interview based on social
alone media use by AFB
Positive feedback from sponsors  Fan growth
 Extremely positive feedback from  Facebook: Over 28% increase in fans
sponsors, marketing, and  Twitter: Over 40% increase in
communications officers followers
 Increased on-site promotions with  Reach increased by over 24,000%
posters
 2,000 more military personnel benefited
 Gary Sinise connections
from our efforts
 Over 5,800 connections, Avg. of  Over 6,000 Military tickets were
450 talking about it. given out in 2011
 Compared to 4,000 tickets in 2010

19. Key Learnings and Takeaways
Plan promotions  Don’t be afraid to ask for more
 Prepare for: giveaways
 Promotional requests  Allow ample time for sponsors’
 Approval processes social marketing teams to
 Do your research
coordinate and get involved – can’t
rely on timely responses
 Venue restrictions and
opportunities
 Share victories with the client
 Report in real time
 Space and time limitations
Create checklist and timeline to share
 Outline expectations and goals
with the client well in advance of event  Qualitative and quantitative
Backup plans for internet connectivity,
photography, and event setup

20. Q&A

21. Miker Stoval
SVP, Content
@mikersto
Agency URL: www.fleishmanhillard.com

22. Goals for Chevrolet’s SXSW
Sponsorship
1 Leverage their SXSW sponsorship to attract a new generation
of younger drivers to the Chevy brand and its new line-up of
vehicles?
Lead SOV for #SXSW among SXSW sponsoring brands and
2
maintain positive sentiment for Chevrolet/GM sponsorship and
event involvement
3 Create unique festival experiences that will resonate with
younger consumers and still remain true to the brand
4 Increase participation and reach of Chevy brand by increasing
content engagement ratio

23. Connection Strategy
Be more than just a sponsor.
Add value to the festival by improving the experience of
those in attendance + offering exclusive content to the
folks at home.
Communication Platform
What Drives You - From INSPIRATION to INNOVATION?

24. SXSW attendees could recharge their
mobile devices in the Chevy Volt
Recharge Lounge
The Chevy Sound Garage was
created to encapsulate the festival
itself: A representation of the best
music, art, and technology - all in one
place
A fleet of 55 “Catch A Chevy” cars to
help attendees get to the 8 official
SXSWi campuses and multiple music
venues

25. We maintained multiple Facebook
pages and Twitter handles to report
festival occurrences; stay connected
to our core audience; and to welcome
new fans into the fold.
All driving traffic back to a
centralized content hub.
Over 90 pieces of original content
surrounding the theme “What Drives
You” were created over the course of
10 days to bring the experience to
those who could not attend

26. The pairing of new technology with brand marketing positioned
RESULTS Chevy as an innovative and forward-thinking company and garnered:
 39 Million estimated
 12,442 Catch a Chevy pick-ups traditional media reach
 22,328 Catch a Chevy  Ad Age story recognizes GM
passengers as one of the festival’s “big
 5,524 Volt Recharge Lounge marketing winners”
visitors  > 41,000 new Facebook fans
 18,567 total tweets  > 2,400 new Twitter
 85 total Facebook posts followers
 149 total blog posts  13,000 tweets in nine days
 92 total YouTube videos  514,000 page views on
 65.9 million total web Chevy.com/SXSW
impressions

27. Key Learnings and Takeaways
BE USEFUL
BE ENTERTAINING
OR BE IGNORED

28. Q&A

29. Alyssa Gardina
Digital Supervisor
@agardina
Agency URL: www.webershandwicksouthwest.com

30. Business Problem

31. Our Solution
 Develop dynamic content that crossed a variety
of digital channels
 Engage and collaborate with influencers to
amplify and endorse the campaign
 Expose audiences to a variety of messaging,
from videos to blog posts to social updates

32. Video Content
Influencer Ambushes
Geek Beat LIVE
Influencer Ambushes
Tongal Videos

33. Social and Traditional Sharing

34. Results
 More than 20 million social media impressions:
 4.5 million impressions from influencer posts
 7,000 video views, 47% generated by media outreach
efforts
 Generated business results enabling RadioShack
to top:
 More than $3 million in retail trade-in value
 3x the use of the Trade & Save app versus prior month.
 82K devices traded in – 2.5x the average monthly
device trade-ins

35. Key Learnings and Takeaways
 Video is a great way to tell a story
 Get to know your influencers
 Set your goals based on the data you have
 Integrate, integrate, integrate:
 Across departments
 Among agencies
 With other promotions
 Everywhere you can!

36. Q&A

37. Jeff Schick
Director of Integrated Digital Strategy
@liketherazor
theresults.onlineperformancemarketing.com

38. Business Problem
 There wasn’t a business problem
 Brand preparing for 25th Anniversary
 Giving back was part of their brand
 Problem was the lack of fundraising dollars
available for local organizations & charities
Objective
 Emotionally connect with consumers to
be a part of a “solution”
Strategy
 Create a social- and viral-only, community-based
fundraiser for DFW residents

39. Brand & Content Strategy
Local Authenti Famil Communit
c y y

40. Bringing the Idea to Life
 FIRST: Create a name/identity
 Pizza DoughNation
 SECOND: Get fans excited
 Fans nominated their favorite charities
 Armed with best practices for success
 THIRD: “It Takes a Village”
 Fans, charity and organization’s networks leveraged to spread word
 Code words were seeded across social media
 Consumers mentioned code words during order
 FOURTH: Measure
 Sales were tracked by code word
 FINALLY: Give and Receive
 Facilitated check presentations
 Seeded on OWNED media
 Drove EARNED media

41. Tools
 Website/Blog
 Program overview, nomination form, best practices and tips
and view past results
 Branded as “The Sauce”
 Twitter
 Geo-target/contextual conversations on pizza occasions
 Flighted content from 11-2 and 4-8 to capitalize on lunch and dinner
 Cross-promoted to Facebook, then to the blog
 Identified influencers to propel the success of the program
 Facebook
 Documented and housed the brand’s “giving back” story
 Developed relationships with local, regional and national chapters
 Capitalized on the Facebook EdgeRank Algorithm
by focusing on an aggressive news feed optimization strategy

42. Analytics & Measurement
 HootSuite
 Facebook Analytics
 Twitter Counter
 Twitalyzer
 Tweetstats
 Google Analytics

43. Results
 Increased Traffic to “The Sauce”
 3,000 unique visits for nominations
 86% were leads driven by social media
 14% were direct URL entry
 Inherent increase in engagement on site

44. Results
 Social Engagement “Beyond the Like”
 Facebook
 Increased impressions from 40K/month to 125K/month
 Reached an additional 12K uniques
 Twitter
 Increased RT rate (generosity) from 0 to 19.4%
 Created VIP group for future programs
 Expanded the brand’s reach beyond DFW
 Pickups by one of Forbes’ Top 20 Social Media Icons,
as well as international exposure
 Word-of-Mouth
 Via positive word-of-mouth, the brand was selected to participate in
Dallas’ first walking culinary tour: Food Tours of America
 Good Morning Texas segment drove EARNED media impressions

45. Results
 Drove Revenue and Significant Social ROI
 While the main objective of “Pizza DoughNation”
was not financial in nature, the brand did see a
natural increase in sales:
 February – 304%
 March – 310%
 April – 381%
 May – 340%
 June – TBD

46. Results
 The Greatest Result: Making a Difference
Coppell Lacrosse Friends of White Rock
American Cancer Society Lonestar Building Club
Association Lake Dog Park
Cottonwood Creek McKinney Arts
Boy Scouts of America Frisco Cares
Elementary Contemporary
Dallas Center for National Multiple
Chabad of Plano GRACE
Architecture Sclerosis Society
Colleyville Heritage
Dalmatian Rescue Grapevine High School Stonegate
High School
Community Partners Irving MacArthur
DFW Humane Society Texas Trees Foundation
of Dallas High School
Early Childhood
Coppell Bible Fellowship Irving Symphony League Water is Basic
Development Center
Flower Mound Woodhaven
Coppell High School Kingdom Come
High School Presbyterian Church
Friends of the Bath Leukemia &
Coppell Family YMCA Young Life
House Cultural Center Lymphoma Society

48. Key Learnings and Takeaways
 Social Media RESULTS are not just for big brands.
If done right, small- to medium-sized brands can leverage
social media to accomplish many objectives whether
attitudinal, behavioral or financial.
 Get the product, service and experience right FIRST.
 Get cross-functional teams involved. They will begin to
place a higher value on social media.
 Don’t be afraid to ask fans and followers for help. Engage.

49. Q&A

50. Jeremy Vest
Senior SEM & Online Manager
@waspbarcode
Agency URL: www.youtube.com/waspbarcode

51. Business Problem
 Wasp Barcode Technologies was
looking to increase targeted web traffic
to their website and to increase brand
awareness.
www.YouTube.com/Waspbarcode

52. Solution Proposed/Implemented
 Wasp Barcode Technologies created
content with the sole intention of
reaching a targeted audience. The video
was tailored to resonate with those
individuals looking for a barcoding
solution.

53. Solution Proposed/Implemented
 Once the content was completed, Wasp
Barcode Technologies implemented an
online strategy to ensure their audience
saw the content. This included optimizing
the content for YouTube search, using
YouTube’s social aspect to leverage content
engagement, and implementing an ad
strategy through Google AdWords for
Video.

55. Results Summary
 YouTube - biggest traffic referrer
 Demo leads +63%
 Subscribers +4,190
 Videos lead to higher engagement
 Traffic 450,000+
 12+ Awards
 Video content marketing works well

56. YouTube – Biggest Traffic Referrer

57. Engagement

58. Results - Huge Targeted Traffic

59. Key Learnings and Takeaways
Things we learned
1.Social is the most important element to get video views
2.YouTube search ranking can be HUGE
3.Video can produce great referring traffic if you engage prospects
4.Don’t tell your story listen to viewers needs
5.You only have seconds to engage viewers
6.Inexpensive video advertising works
7.Video Content marketing works!
8.Search engine keyword research is MUCH different on YouTube
9.Create bad videos and get bad results
10.Viral video is not a marketing plan

60. Q&A

61. John M. Lee
CEO
@johnmlee
DigitalGrowthStrategy.com

62. Business Problem
 Small player in the $7.6B yogurt & on-fire
Greek yogurt categories
 Category dominated by large ($$$), well
known players like Fage, Chobani & Yoplait
 How can YoCrunch break thought the
clutter and drive awareness, buzz and trial?
 Social Media Objectives:
 Grow Facebook Fanbase
 Facebook primary platform, Twitter secondary
 Drive engagement with fans
 Increase % positive brand mentions

63. Solution Proposed/Implemented
 Overall strategy: avoid offline
advertising and focus all efforts online
 Campaign Elements:
 New interactive website
 Social media strategy & implementation
 Online ad campaign
 Comprehensive PR plan (off and online)
 Multiple monitoring/performance tracking
tools including Radian6 for social media

64. Screenshots

65. Online Ads

66. Results
Facebook Avg. Interaction % Brand Mentions
Likes Per FB Post Positive
June 30, 2011 1,500 19 19%
Dec. 31, 2011 155,000 175 32%

67. Key Learnings and Takeaways
 Integration essential. No one discipline can
stand alone.
 Getting other people to talk about you works
 Content strategy/conversation calendar
mandatory
 UGC will appeal to hardcore Fans. Others
need to be incentivized; (doesn’t take much).
 Understand the best use of each platform

68. Q&A

69. Showcase Event Survey
 Watch for the survey email tomorrow!
 Enter for your chance to win…
$25 Amazon Gift Card!
Now: Tweetup at People’s Last Stand