super social media: downtown & main street social media campaigns that soar to success!
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SUPER Social Media
Downtown & Main Street Social Media Campaigns That Soar to Success!
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CASE STUDY#1
“Ugly Sweater” Campaign
WHYPromote Downtown
Portland as the ultimate holiday shopping and dining destination
Provide a vehicle to help businesses spread the word
HOW
Dressed downtownsculptures 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
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RESULTS138 contest entries
631 #UglySweaterPDXhashtagged photos
363,446 #UglySweaterPDXTwitter reach
1,980 new social media fans
1,623 holiday microsite clicks
CASE STUDY#2
Instagram Photo Walk
WHYCreate 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
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
Instagram Promotional Graphic
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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 effortOver 20 downtown
businesses now actively use Instagram
#BuyItInBastrop hashtag has been used 1,059 times since October 2013
CASE STUDY#3
“Faces of Franklin” Campaign
WHY Help continue Main Street’s momentum
Focus on the people who make Main Street unique
Great marketing and member relations tool
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
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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)
CASE STUDY#4
Downtown Raleigh Bucket List Contest –
Instagram/Twitter
WHY Help people discover experiences in their own city
Challenge people to actually go do them
HOWUsers complete a bucket
list item
Take a picture of the experience
Upload photo to Twitter and/or Instagram
Tag @DTRBucketList and use the #DTRBucketListhashtag
Prizes awarded for completing bucket list items
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RESULTSOver 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
CASE STUDY#5
#IAmDowntownCampaign
WHYPromote 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
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
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RESULTS Received an overwhelming response
Yielded over 1,000 photos in the summer of 2013 alone
Campaign is still ongoing
TRY THIS
OR THIS
CASE STUDY#6
March Social Media Awareness Month
WHY Solicit positive reviews for downtown businesses and restaurants
Get the word out about what Danville has to offer residents and visitors
HOWPrinted 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
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RESULTSGot some reviews
Didn’t promote the campaign very much
Planned to revisit in 2014 – but didn’t
CASE STUDY#7
Experience Columbus Year-round Instagram
WHYShowcase things to see
and do in the destination
Increase followers and engagement on @ExperienceColumbusaccount
Encourage use of common hashtags like #ExpCols and #CbusFoodScene
HOW Post original content when possible
Comment and like photos with Columbushashtags
Repost exceptional photos that use Columbus hashtags
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Try Photo Repost
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RESULTS95% of photos are
reposted images
Since August 2013:
Photos tagged with #expcols have increased 293%
Followers have increased 124%
Interactions have increased 140%
CASE STUDY#8
Downtown Fresno Partnership
Thumbs Up Downtown Scavenger Hunt
WHYReceived 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
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
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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
LESSONSLEARNED
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
KeyTakeaways
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!
Can I Help?
Call Me!
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Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://sarahtpage.comsarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
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Thank You!Questions?
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