The Arizona Office of Tourism was spending a significant amount of money on traditional forms of advertising and they were seeking a cost-effective alternative to reaching interested parties. They decided to implement a marketing strategy on Facebook that would get visitors excited about the state of Arizona.
Promotion utilized popular keyphrases to maximize exposure
Drawings were held for free vacation getaways
Keywords were based off Facebook users’ various interests
The Arizona Office of Tourism saw an average of eight times more clicks to their website than what traditional advertising campaigns delivered. Over one in four of those visitors requested additional information about vacationing in Arizona, which was a much higher conversion rate than they had ever experienced before. Since the promotion delivered such promising results, 89% of the advertising budget for the Arizona Office of Tourism is now spent through Facebook. To read the actual study, click here.
Okay, I applied for the job. So did everyone I know last year when Queensland, Australia conducted a highly visible marketing campaign aimed at increasing awareness of, and visits to, the region.
It was, essentially, a contest. But it was packaged as a job — for six months, the winning “applicant” would be flown first class to the Great Barrier Reef from anywhere in the world, where your only tasks would be to feed the dog, clean the pool from time to time, and blog about how amazing it is being there. All expenses paid. Oh, and a salary of USD$8,800 per month.
While traditional advertising and public relations supported the campaign, this was one that was won in social media.
It took some convincing, but when the state finally jumped aboard, Iowa’s First State Lottery had built an interactive, digital footprint to support its brand, improve customer engagement, drive ticket sales and extend its reach, including to a younger demographic.
And the numbers panned out: Social media statistics for Iowa State Lottery included more than 18,000 YouTube video views, 1,600 Twitter followers and 1,700 Facebook fans. Source Case Study (hat-tip to Michelle C.)
Brains on Fire helped South Carolina reduce its smoking rate by hiring 92 teens, who conducted weekend retreats throughout the state. These teens were also given access to a website to connect with each other and other goodies. The result – state’s smoking rate dropped to 11.5%, the highest in the country. It allows the state to receive $50,000 as donation and increase the members from 92 to 3000. Case study
Recognizing the growing menace of drug use, White House designed a blog, Pushing Back to connect directly with the Americans. The aim was to educate public about drugs, government policies on drugs, etc. The blog was very well received and got an average of 300,000 hits since launch. It gets more than 100,000 page views in a month. It has enabled public to connect with the government. Case study
Ogilvy PR conducted one day Leadership Forum and started Pandemic Flu Leadership Blog and Forum to make Americans aware of pandemic flu. This blog with 60 posts became very popular in the cyberworld, getting 1700 comments, 20,000 hits and visitors from 113 countries. Over 100 blogs mentioned it and gave a link to it. The posts covered various aspects of the flu. Case study
Tod Maffin, COO and Senior Strategist at tMedia Strategies, is a digital marketing strategist, specializing in social media, mobile marketing, and viral marketing. [keynote speeches | bio]
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Tod Maffin, COO and Senior Strategist at