Social Media strategists at acoupleofchicks.com, a leading digital marketing firm specializing in travel and tourism share some Social Media case studies and some Chicks Tips on Success in Social Media Marketing.

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Social Media Marketing
Case Studies
acoupleofchicks.com

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Award Winning Industry leaders in Digital and Social Media
Marketing
A team of 12 who have developed digital strategies and online
marketing programs for over 7 years - Virtually located across North
America
Co-Founders and producers of the Canadian Conference for
Marketing Tourism Online - OnlineRevealed.com

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Social Media Strategy According to the Chicks
 Social Media Marketing requires specific channel expertise, with
unique strategies, tactics and execution.
 Still, the approach follows the basic principals of Marketing.

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Social Media Marketing
Understand your consumer and DEFINE your brand’s value
proposition
Choose appropriate social channels, BUILD awareness and
acquire fans
Deliver value and ENGAGE communities
Create a brand tone and personality
Test, track and MEASURE performance
OPTIMIZE your efforts based on key learning’s and performance

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Social Media Case Studies

6. The Pain
Travelodge Canada understood the value of Social Media in ENGAGING
consumers with the brand
With multiple locations across Canada, and variations in resources on
property - Travelodge needed a PLAN
If social media was not executed strategically, it could become a breeding
ground for negative comments, and more for the brand to manage.
Seasonal Campaigns were important to Travelodge to drive both the
Summer traveler and Winter sports travel markets.

7.  Establish a TONE for the
brand that fit with "Nice Rooms,
Great People"
 Capitalize on the offline
Summer Road Trip promotion
 Launch with a Social Meida
Road Trip Contest, with weekly
prizes and a grand prize
 Drive traffic to the new brand
website: www.travelodge.ca
The Strategy

8. Travelodge and A Couple of Chicks set monthly goals for Likes and Contest entries
While the number of Likes is important, the level of ENGAGEMENT is also key
both September and October goals realized and exceeded expectations
 Sept Goal: 500 Fans
 Sept Actual: 1076 Fans
 October Goal: 2000
 October Actual: 2863
(& still growing!)
Measurement of Performance

9. The challenge on Facebook is
getting a potential Liker’s interest +
establishing TRUST
Ongoing community management
takes INTEGRATION into other
brand marketing programs and
commitment to posting
Establish a TONE and a Brand
Personality.
Follow and editorial calendar and
MEASURE insights and referral
traffic to website
“Although it’s nothing most readers would notice, your content’s brand voice (or personality) helps users
identify whether they like you, understand you and ultimately trust you.”
Source: Kristina Halvorson
Plan Execution: Identifying Resources

10. With a GOAL of building VIRAL
distribution, The "Ultimate Roadtrip"
Contest was launched
Facebook contests must run through
a 3rd party application
Travelodge was prepared for
comments, complaints or questions
about the contest with MONITORING
AND LISTENING TOOLS in place
 Important to be clear on contest
rules
 Make the contest content
SHARABLE
 Cross post with participating
sponsors such as Tim Hortons for
extra visibility
Campaign Execution: Contests and Integration into overall Brand
Marketing & Goal Setting

11. Integration of Campaign across Brand Communities
Twitter was used to initiate
social interaction with
other brands, and
celebrities

12. Keeping the momentum going: Summer Road Trip

13. It's not all in the Numbers: Creating Fan Engagement
With a carefully mapped out
editorial calendar, FAN
ENGAGEMENT initiated
through contesting, responding
to FAN comments, adding
feedback and comments about
FAN posts
Fan ENGAGEMENT is as
important as Number of Fans
Engagement metrics illustrate
that it is also critical for
maintaining reach and
BUILDING NEW FANS
Insert cute baby photo
for increased FAN
ENGAGEMENT

14. Social Media Campaign #2: Winter Fan Faceoff Campaign
Partnership with OHL at the time of NHL lockout - TARGETTED to Hockey families on the road to
tournaments and fans.
Fans grew from 6272 to 9426 a 50.3% INCREASE IN FANS during 17 week contest and 3 week
playoffs
1 Month after contest closure, fan count is 9336 - A 97.2% RETENTION of incremental fans
= Customer
Engagement
for Brand
= Positive
Brand
association
= Brand
Personality.

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Social Media Case Studies

16. The Pain
Representing over 500 hotels across the globe, WorldHotels was looking for a brand
STRATEGY for Social Media that would build content and engage consumers.
With limited resources, and a global marketing department located in Germany, the Social
Media campaign needed to:
 Align with other brand marketing initiatives
 Provide a means to generate traffic and buzz
 Illustrate brand personality to consumers in multiple markets across the world.

17. The Strategy
To GENERATE CONTENT (photos, video's and travel stories), to further build reach of
the Facebook community via a series Facebook contests mapped out for 2012
As WorldHotels is a global brand, it was important to include global cultural references,
and to highlight global destinations
Communications with individual WorldHotels properties across the globe was necessary
to further build content, cross polanate the content, and build ENGAGEMENT for fans and
properties
Prizes were awarded for travel to WorldHotels properties
Creative contests with strong visuals were required to represent the brand
The GOALS were to increase overall Facebook community Fans, increase engagement
and drive transaction

18. Measurement of Performance
Key Performance
indicators included:
 Increase in Fans
 Fan engagement
(measured through
contest entries and
Insights
 Social Media and
referral traffic to the
website
KPI's were
measured via
Facebook Insights,
and through Google
Analytics

19. Highlights: 4 Campaigns in 2011-2012
Dare to Dominate:

 28 Days Total Reach with Unique users increasing
from 20200 to 73713: 264% Increase in Fans
Dare to Discover:
 Fan increase from 9031 to 9153: 1.3% Increase in Fans
 28 Days Total Reach
Dare to Participate:
 Fans from 9153 to 9295: 1.5% Increase in Fans
 This contest saw 83 entries!
Dare to Overcome:
 Fan Increase from 9298 to 9361: 0.6% Increase in Fans
 Engagement Metrics improved, helping to retain
fanbase after contesting
Fan Increase from 8692 to
9023: 3.8% Increase in Fans

20. Contesting Builds Content for WorldHotels
Communities + Engages Consumers with the Brand

21. Seasonal Campaigns:
Seasonal campaigns were planned, with an EDITORIAL CALENDAR to support
community managers keep up with content - with a consistent theme
Small Adspend added some extra reach to the beginning of each campaign
Contests were INTEGRATED into other WorldHotels Social communities for
additional viral reach

22. Campaign Execution:

23. Fan Engagement Tactics

24. Launch of
Additional
campaigns
started on
Pinterest

25. Campaign Results: 2012-2013
Program

26. Case Studies: Ontario's Finest Hotels, Inns and Spas
Seasonal
REFRESH OF
CREATIVE on
social
communities
Contesting for
packages
Small Ad spend
to increase
distribution on
Facebook

27. Social Media: Strathcona Hotel Toronto
It's not all
about
Contesting:
 Campaigns
that show a
brands
commitment to
causes
 Thinking
outside of the box
in building new
fans and keeping
current fans
engaged

28. Shaw Festival Theatre, Niagara on the Lake

29. Social Media: Shaw Festival Theatre, Niagara-on-the-Lake
GOALS to
increase
social
community
engagement
&
Build NEW
AUDIENCES
to the
theatre

30. Integrating other social networks: YouTube

31. Cross Posting between Social Communities

32. Contest Entries live on the Shaw Festival YouTube
Channel

33. Unique Tone & Brand Personality for each Social Community
Playwright George Bernard Shaw Tweets from the grave

34. Social Media Strategy: Keys to
Success
Have a STRATEGY
Choose Social channels that match your TARGET AUDIENCE
Provide a tone, personality and messaging for community ENGAGEMENT
INTEGRATE Social Media Communities with other communities + other
online and offline Marketing
Identify KEY PERFORMANCE INDICATORS measuring the success of
Campaigns
Deliver VALUE and ENGAGE communities
Test, track, LISTEN and MEASURE performance

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STAY SOCIALBLE!
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