integrated destination marketing case histories for smith advertising

Case Histories NC Brunswick and Faye5eville CVB

Digital Trends and Best Prac1ces: Social


Customized Facebook Page

Contest Registra?on Thank You Screen



ePromo?on Sent to Database

Facebook Micro-‐ads



Results •  The fan count for the Brunswick Island Facebook page increased from 574 as to 4,647, an increase of 4,073 fans over the course of the promoBon. •  NC Brunswick Islands database increased by over 3,100 new contacts. •  Overall interacBon increased, with post views up 1,704%. •  There were 2,456 visits to the Landing page. •  10,463 visits to the Blanket Giveaway tab •  At the conclusion of the promoBon on May 4, the micro ads changed to a generic desBnaBon campaign. Fan count conBnued to increase and stood at 5,252 page likes as of May 16, 2011.

Results •  An increase of 3,088 new fans to the Facebook page •  1,671 from Facebook Ads. •  Fan interacBon increased, largely due to the promoBon, and well developed status

updates. –  Compared to the month before, post views were up 160% and post feedback was up

191%. •  There were 7,006 visits to the Cooler Giveaway tab.


Results •  Campaign: 10/19-‐11/30 •  Campaign Reach: 3,201,693 •  Impressions: 6,942,391 •  Clicks: 4,334 •  An increase of 2,563 new fans to the Facebook page •  Post Views: 111,635 •  Post Feedback: 439 •  Plan Your Trip tab views: 6,977 •  In case you are curious, Oak Island and Southport got the most click through and

likes J

Conversion Study Purpose and Method: Determine the overall value of becoming a Facebook Fan regarding intent to visit the NC Brunswick Islands. •  200 Facebook Fans responded to an brief online survey. •  People who stated they lived in Brunswick were excluded a]er an iniBal quesBon. •  Margin of error for a sample of this size is +/-‐ 6.5% for quesBons with a 70/30 split at the

95% confidence level

Key Findings •  93% of Fans are from outside of the area; only 7% of Fans said they lived in •  the county •  82% said that being a Facebook Fan makes them more likely to visit in the •  future •  71% said they would like to visit the area and want to keep up on what is •  happening •  57% said they are extremely likely and 18% were very likely to visit in the •  next 12 months •  24% became Fans because they were looking for special discounts and offers •  13% said they had never visited and 12% said their last visit was more than •  two years ago •  Only 9% said they became a Fan for the gi] or prize


Facebook Public Event Informa?on

Facebook Profile Pic

Press Release Digital Boards


Tweetup Print Ad


The Tweetup Covered in Faye5eville Observer

Results: •  542 Tweeters tweeted 977 PUBLIC tweets with the hashtag #tweets4troops •  Reaching 700,128 unique users, with a total exposure (total views) of 1.5 million. •  About 50% menBoned the Army’s Army via the text or link to their Twiier page, and 25%

menBoned @facvb, including the tweet from the U.S. Army. •  The event received local and naBonal press coverage:

–  45 online stories from the AP release –  2 blog arBcles –  1 Story in Faye%eville Observer –  377 links to the Business Wire Press release –  Modest esBmaBon of $121,450 in value

•  Since September, the CVB has received 81 new Twiier followers •  CVB’s Facebook page increased by 82 likes over the Veterans Day weekend •  573 likes over the life of the campaign, which may not be credited to the Tweet salute alone. •  The Army’s Army received a donaBon of $1000 from the Fayeieville Area CVB.


integrated destination marketing case histories for smith advertising

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