Social Media Marketing Case Study for the Hawaiian island of Lanai featuring our innovative New Media Artist-in-Residence Program.

1. Lāna‘i Visitors Bureau
New Media Artist-in-Residence
Social Media Campaign
1
Roxanne Darling • www.barefeetstudios.com • @roxannedarling photo credit: Everything Everywhere

2. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

3. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

4. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

5. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

6. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

7. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

8. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

9. Seven Bloggers
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 2

10. Average Klout Score
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 3

11. Average Klout Score
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 3

12. Six Months
photo credit: Andy Beal
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 4

13. Six Months
January - June 2011
photo credit: Andy Beal
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 4

14. Plus Secret Sauce
Bloggers were treated as special invited guests
Required to collaborate over 6 months
Custom graphic provided for attribution/FTC
Close connections with local community
Complete editorial freedom
Small stipend plus all travel expenses paid
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 5

15. photo credit: Travels With Two
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 6

16. Assets:
Blog
Twitter
Facebook
Flickr
photo credit: Travels With Two
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 6

17. photo credit: The Vacation Gals
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 7

18. 55 Blog Posts
381,000
monthly
pageviews
photo credit: The Vacation Gals
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 7

19. photo credit: Chris Gray Faust
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 8

20. Several Hundred
Photographs
photo credit: Chris Gray Faust
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 8

21. on Google
for
“Visit Lanai”
photo credit: Andy Beal
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 9

22. 516%
Increase
on Google
for
“Visit Lanai”
photo credit: Andy Beal
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 9

23. Results for
“Visit Lanai”
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 10

24. 2.5 Million New
Results for
“Visit Lanai”
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 10

25. Visitor Spending
photo credit: J Glenn Montano
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 11

26. Visitor Spending
Up 28%
photo credit: J Glenn Montano
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 11

27. based on
production
costs
photo credit: Travels with Two
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 12

28. 715% ROI
based on
production
costs
photo credit: Travels with Two
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 12

29. based on
PR/SM
Value
photo credit: Andy Beal
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 13

30. Total ROI
$1.5M
based on
PR/SM
Value
photo credit: Andy Beal
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 13

31. Syndicated in:
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 14

32. Syndicated in:
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 14

33. Praised by:
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 15

34. Praised by:
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 15

35. Loved by:
The Client:
I am blown away by how much "the
needle moved" and the minimum
estimated value vs. actual ROI... the
results went well beyond my wildest
hopes for the campaign.
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 16

36. Designed &
Produced by:
Roxanne Darling
barefeetstudios.com
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 17

37. Designed &
Produced by:
Roxanne Darling
barefeetstudios.com
Roxanne Darling • www.barefeetstudios.com • @roxannedarling 17