nyu school of communications 2010
DESCRIPTION
Couple of my case studies shared with a PR class at NYU.TRANSCRIPT
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
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