nyu school of communications 2010

Hi NYU.

Things I’m not going to tell you in this class:

• Social Media is about conversation.

• Social Media starts with listening.

• Social Media is “Free Media”.

• Social Media is the answer to your Brands’ problems!

• Anyone can do Social Media.

• How to make a viral video.

So why are marketers and media gushing over social media?

Because social media presents a whole new set of channels for marketers and media to

connect and engage consumers.

What’s the secret to success in Social Media?

Provide Value.

CASE STUDIES

PA TOURISM AND FOURSQUARE

The Situation.

No, not that guy. This is PA, not Jersey.

During one of the deepest economic downturns on record,

we needed to develop an integrated campaign to renew

interest in travel to PA and increase visitation throughout

the state.

The Idea.

The Fantastic Roadtrip-a-Matic

Create a unique roadtrip experience that lives online, is creatively packaged and

perfectly turnkey for visitors.

Leave room for spontaneity and unique travel preferences.

Keep it close: within driving range and a tank or two of gas.

…add a social gaming level to the experience that is

totally unique and exclusive to the state of PA.

In May of 201 0, the PA Tourism O ffice

launche d an e xte ns ive partne rsh ip with

Foursquare to m ake the s tate m ore

d is cove rable to trave le rs , incre ase aware ne ss

for h is tory, shopp ing and d in ing attractions

across the s tate and le ad to vis itation.

The PA Tourism O ffice was the first s tate to

partne r with Foursquare and cre ate d thre e

spe cial PA “ bad ge s”

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KEY COMPONENTS

Pitch FS to partner with visitPA and secure an agreement.

Feature venues across entire state.

Encourage businesses to participate.

Educate PA regions/CVB’s about Foursquare & its value to tourism.

Offer a great experience/provide value to FS users.

Create themed badges that were fun & promoted PA’s ownable assets

Integrate seemlessly into the traditional campaign components.

Drive traffic to visitPA.com.

Support existing visitPA SM channels.

Create elements that made it stand out from other FS partners.

The Numbers.

In le s s than 50-d ays we p icke d up

9,000 followe rs that unlocke d 1 ,532

bad ge s and ‘ che cke d -in’ at 4,596

Pe nnsylvania Foursquare locations .

Tod ay, we have ove r 1 7,000

frie nd s that have unlocke d 4,663

bad ge s and 1 3,000 ‘ che ck-

in’ s ’ at 1 80 (and growing)

locations throughout

Pe nnsylvania.

Marketing Support

Online Ad Buy

Facebook Ad Buy

Facebook Contest

PR

visitPA SM accounts

DMO Partners

QR Codes

visitPA.com

Adweek

Brandweek

Cincinnati Enquirer Online

CNBC Online

Jaunted

Mashable

Orlando Sentinel Online

Boston Globe Online

Los Angeles Times Online

The New York Times

… and many more

78. Million impression totaling $770,000 in ad equivalency

PRESS HIGHLIGHTS

WOM in Social Networks

Google Analytics

May 10 - September 30

28,517 Pageviews

23,040 Unique Pageviews

2:25 Avg. Time on Site

55.85% Bounce Rate

http://redtettemer.com/PAFoursquare/

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