dow / suzann pettersen social marketing campaign
TRANSCRIPT
How we capitalized on the significance of visual
content in social marketing to humanize Dow’s
Olympic Partnership branding on LPGA Star
Suzann Pettersen’s golf bag and built in
parameters specific to our objectives to evaluate
ROI in a short time frame.
Presented by:
Ron Amodio
Colvin Sports Network
February, 2015
12/11/2015
2/11/2015 3
To demonstrate the ROI golf ambassadors can bring
to social marketing campaigns that increase the
competitive differentiation of their sponsors' brands.
To capitalize on the impact visual content can have in engaging audiences in a
short time frame (i.e., 10 days) via a specific social marketing campaign that:
a) drives incremental traffic to our site from social media using original photos
that humanize Dow’s Olympic Partnership branding on LPGA Star Suzann
Pettersen’s golf bag
b) generates media coverage that increases awareness of Dow’s connection to
golf, the Olympics, pro golfer Suzann Pettersen and the likelihood she will
compete in the 2016 Summer Games in Rio for her home country of Norway
c) sets the stage for broader initiatives designed to leverage existing assets that
accelerate results, measure ROI by campaign and therefore
d) builds on what matters most to Dow and their involvement with golf - that is,
“striving to enhance the game in all its details: the course, the equipment and
the one element that must balance them all – the human element”
42/11/2015
“Put audience engagement at the
heart of everything.”
Source: “IEG SPONSORSHIP SPENDING REPORT – WHERE
THE DOLLARS ARE GOING AND TRENDS FOR 2015.”
52/11/2015
2/11/2015 6
Source: “How to Create Visual Content that Gets Shared and Drives
Traffic,” MarketingProfs presented by Donna Moritz, Social Sharing.
Regarding visual content: “Don’t build your castle on
the shifting sands of social media. Build it on the
strong foundation of your blog…one original image
every day will impact on shares and drive traffic to
your blog.”
“The ROI of social marketing is not sales. It is
audience adoption, development and relationship
building to yield awareness, consideration,
enthusiasm, loyalty and advocacy for a brand.”
Source: “Here is the ROI for Social Marketing,” Steve
Goldner, Social Steve Consulting.
72/11/2015
Social Awareness Social Consideration
• Number of mentions• URL mentions
• Visits• Page views• Twitter clickthroughs• Twitter replies• Blog views
Social Loyalty Social Advocacy
• Fans• Followers• RSS on blog• Twitter mentions• Return visits to site
• Retweets• Reblogs• Mentions
Source, Parameters Chart: Social Steve Consulting
82/11/2015
Dow (@DowChemical)
1/26/15, 5:11 PMMake a pit stop at booth 4316 at #AHRExpo for a chance to win a model No. 3 car signed by @austindillon3! @DowRacing pic.twitter.com/mZ28vIAruI
Twitter messaging below tied to Dow-branded merchandise featuring
NASCAR driver and Dow Brand Ambassador Austin Dillon.
The opportunity may exist to extend future digital campaigns
featuring LPGA Tour Pro and Dow Brand Ambassador
Suzann Pettersen to Olympics-branded merchandise.
Current Campaign:
Future Campaign:
92/11/2015
To create a Twitter campaign built around the journey of a replica
of LPGA Tour Pro Suzann Pettersen's Dow / Olympics - branded
golf bag from Cleveland, Ohio to the CME Group Tour
Championship in Naples, Florida.
Bill Colvin, CSN President and Dow consultant, traveled over 1,800
miles by car taking photos of Suzann’s golf bag at relevant points
of interest and with real people along the way.
Then, we tweeted these photos with attention-grabbing headlines
and captions to attract a following in social media.
102/11/2015
The culmination of the campaign was having Suzann Pettersen sign the bag
with a personal note to a retiring Dow executive. The photo garnered media
coverage when seen on twitter by the editorial team at Sports Business
Daily who voted it their “Tweet Pic Of The Day.”
More importantly, Suzann embraced our campaign by retweeting our posts
to her 83,000 followers and made time on her schedule to meet with Bill for
the autograph signing and photo opportunities.
Over the course of our short campaign, you’ll also note that Suzann’s
twitter followers went from 82.7K to 83K – a net gain of 300 new followers.
At the end of the day, the real heroes of our story are Suzann and her fans.
112/11/2015
We gained new followers and experienced a significant increase in both
our site traffic from social media and interactions with our messages
compared to campaigns without Tour Player involvement.
Visual Content CSN Created For Our Twitter Campaign
122/11/2015
36 of our messages contained links and received 184
clicks. That’s an average of 5.1 clicks per message.
Our 39 messages had 86 interactions. That’s an average
2.2 interactions per message.
Time Frame: 11/11/14 to 11/21/14
14
ANALYTICS & NOTES
This visual image was
taken at Jack’s
tournament venue and
favorited by Dow.
This action supports
findings from Simply
Measured as reported in
Ad Age (February 10,
2015) as follows:
Of Interbrand's100 top
brands, 95 tweeted at
least once a day.
And nearly half (48
percent) of companies
replied to at least one
tweet per day.
2/11/2015
152/11/2015
ANALYTICS & NOTES
Ten interactions for this
post including retweets
from Suzann Pettersen
and a Dow employee as
well as a favorite from
the restaurant (Union
50) where the photo was
taken.
172/11/2015
ANALYTICS & NOTES
A fan favorite in terms
of interactions with 14
and the image was also
retweeted by Suzann
Pettersen to her 83,000
twitter followers.
192/11/2015
ANALYTICS & NOTES
Another fan favorite
with 16 interactions
including a retweet
from Suzann
Pettersen to her
83,000 followers.
Helped get our
message out that:
-Dow is an Olympic
sponsor
-Golf is an Olympic
sport
-Suzann is likely to
be on the Olympic
golf team of her
home country,
Norway, when the
Summer Games
take place in Rio in
2016
222/11/2015
ANALYTICS & NOTES
Can you blame
Suzann’s golf bag for
making a stop at the
LPGA’s headquarters
before meeting up with
Suzann at the CME
Group Tour
Championship in
Naples?
The photo received 10
clicks including a
retweet from Suzann
Pettersen.
232/11/2015
ANALYTICS & NOTES
Since Dow also
sponsors race car
driver, Austin Dillon,
Suzann’s golf bag
thought a pit stop would
be in order at Daytona
International Speedway.
Within its lifetime of 20
minutes, the tweeted
photo garnered 12
interactions, including a
retweet from Suzann
Pettersen.
Briefly Reunited At The CME Group Tour ChampionshipNaples, Florida I’ll really
miss you, Suzann.
@colvinsports 272/11/2015
CME Group Tour ChampionshipNaples, Florida
After my journey of 1,840 miles, Suzann autographs my side panel along with her best wishes for retiring Dow executive, George.
@colvinsports282/11/2015
ANALYTICS & NOTES
This photo received the
most clicks and took
place in the lobby of the
host hotel for the CME
Group Tour Championship
in Naples, Florida.
Included in the tweet was
the twitter handle for
Sports Business Daily
which voted it their “Tweet
Pic Of The Day.”
What a special moment having Suzann autograph my side panel and include a personal message. So not only will our retiree have an exact replica of the bag Suzann uses in competition, it’s the only bag (other than Suzann’s) on any of the Tours to be branded with the 5 Olympic Rings.
@colvinsports
CME Group Tour Championship, Naples, Florida
292/11/2015
ANALYTICS AND NOTES
What’s interesting about
the 8 interactions with
this image- tweeted
shortly after Suzann
Pettersen autographed
the bag - is that it was
retweeted by her fellow
Dow Brand Ambassador
and PGA TOUR PRO
Tom Gillis.
Tom is a team player
who embraced our
twitter campaign by
retweeting multiple
photos of Suzann’s golf
bag to share with his
3,500+ loyal followers.
The tweeted image also
captured the attention of
former pro golfer turned
golf announcer Dennis
Paulson who retweeted
it to his followers and
listeners of his
coverage of PGA TOUR
events on Sirius XM
Satellite Radio.
2/11/2015 41
83 tweets, 285 page views, 150 visitors via social media
Time Frame: 11/11/14 to11/21/14
432/11/2015
ANALYTICS & NOTES
This photo of Suzann
Pettersen autographing a
replica of her golf bag for a
retiring Dow executive
caught the attention of the
editorial team at Sports
Business Daily. As a result,
they selected it as their
“Tweet Pic Of The Day.”
In combination with
SportsBusinessJournal.com,
Sports Business Daily’s
online assets attract more
than 235,000 unique visitors,
3.8 million impressions and
more than 1 million page
views on average each
month.
So the exposure we received
on SBD online certainly
aligned with the social
marketing ROI parameters
outlined in slides #6 and #7.
And the publicity we
received would not have
happened without Suzann’s
support.
2/11/2015 44
Sponsors can increase audience engagement on twitter especially
when their social marketing campaigns leverage tour players’
involvement so they can enthusiastically share visual content with
their followers that is original and attention-grabbing.
Regarding comparative analysis, what we learned is best summed
up by content expert Lindsay Thibeault, HubSpot: “The lifetime of a
tweet is 20 minutes (at best), so it’s hard to compare time frames
against each other.”
The posts that received the most interactions were those that were
retweeted by Suzann Pettersen when she had time to do so before
and or after her tournament rounds of golf.
2/11/2015 45
Put together a campaign that combines social marketing with
branded merchandise to further differentiate the brand.
Drive traffic to a blog that is an integral part of the campaign rather
than an update to an existing post.
Create a call to action button with a corresponding landing page
that is tied to a specific offer and captures leads for future follow-up.
Tie in other sponsors with large numbers of twitter followers who
are relevant to the campaign and cross promotions to increase
interactions, conversions and attract new followers.
w: colvinsportsnetwork.com
o: 216-272-7779
t: @colvinsports
Bill Colvin, President
Colvin Sports Network
462/11/2015
Complimentary-Pro-Golfer-Grid-With-New-Pricing
Want to know how much it costs to sponsor a Tour
Pro? Don’t miss our free infographic as a starting
point. To download your copy, click on the link
below.
472/11/2015