Download - NYU School of Communications 2010
![Page 1: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/1.jpg)
![Page 2: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/2.jpg)
Hi NYU.
![Page 3: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/3.jpg)
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.
![Page 4: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/4.jpg)
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.
![Page 5: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/5.jpg)
What’s the secret to success in Social Media?
Provide Value.
![Page 6: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/6.jpg)
CASE STUDIES
![Page 7: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/7.jpg)
PA TOURISM AND FOURSQUARE
![Page 8: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/8.jpg)
The Situation.
No, not that guy. This is PA, not Jersey.
![Page 9: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/9.jpg)
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.
![Page 10: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/10.jpg)
The Idea.
![Page 11: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/11.jpg)
The Fantastic Roadtrip-a-Matic
![Page 12: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/12.jpg)
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.
![Page 13: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/13.jpg)
…add a social gaming level to the experience that is
totally unique and exclusive to the state of PA.
![Page 14: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/14.jpg)
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.
![Page 15: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/15.jpg)
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”
![Page 16: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/16.jpg)
QuickTime and aª decompressor
are needed to see this picture.
![Page 17: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/17.jpg)
QuickTime and aª decompressor
are needed to see this picture.
![Page 18: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/18.jpg)
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.
![Page 19: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/19.jpg)
The Numbers.
![Page 20: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/20.jpg)
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 .
![Page 21: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/21.jpg)
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.
![Page 22: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/22.jpg)
Marketing Support
![Page 23: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/23.jpg)
Online Ad Buy
Facebook Ad Buy
Facebook Contest
PR
visitPA SM accounts
DMO Partners
QR Codes
visitPA.com
![Page 24: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/24.jpg)
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
![Page 25: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/25.jpg)
![Page 26: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/26.jpg)
WOM in Social Networks
![Page 27: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/27.jpg)
Google Analytics
May 10 - September 30
28,517 Pageviews
23,040 Unique Pageviews
2:25 Avg. Time on Site
55.85% Bounce Rate
![Page 29: NYU School of Communications 2010](https://reader033.vdocument.in/reader033/viewer/2022060201/5599c1971a28abfa168b459e/html5/thumbnails/29.jpg)
This slide left intentionally blank.