{"id":898,"date":"2010-07-26T13:41:48","date_gmt":"2010-07-26T10:41:48","guid":{"rendered":"http:\/\/www.webseoanalytics.com\/blog\/?p=898"},"modified":"2010-07-26T13:41:48","modified_gmt":"2010-07-26T10:41:48","slug":"social-media-case-study","status":"publish","type":"post","link":"http:\/\/www.webseoanalytics.com\/blog\/social-media-case-study\/","title":{"rendered":"Social Media Case Study"},"content":{"rendered":"

\"socialmedia3\"
\nThe Social Campaigns should be designed according to the organization\u2019s objectives. In this article we will share with you the actions and the goals of a real life<\/strong> example that can help you understand how social media can be used in order to promote your brand. The subject of this case study is the social media campaign of a luxury hotel.<\/p>\n

The hotel\u2019s marketing department had both communication and commercial objectives. Nevertheless this campaign\u2019s main goal was to affect the online reputation of the hotel. The 2 main objectives were: To increase the brand awareness<\/strong> by focusing on the internet users and to build an e-mail database that could be used on the future for Email campaigns<\/strong>. Secondary objectives were to increase the online bookings<\/strong>, the twitter followers<\/strong>, the Facebook fans<\/strong> and the views<\/strong> of the videos on YouTube<\/strong>.<\/p>\n

Due to the limited time that we had available, we were forced to plan a short campaign that lasted for few days. Generally even if it is not advised to plan such a short term campaigns, this case study clearly shows that even under these circumstances a social media campaign can be successful<\/strong> if it is well planned<\/strong> and well executed<\/strong>.<\/p>\n

The Hotel and the Concept of the Campaign<\/h2>\n

As mentioned above the client was a luxury 5-start hotel in Mykonos. Mykonos is a Greek island and a top tourist destination, renowned for its cosmopolitan character and its intense nightlife. Due to the above the people that can be reached through social media are the ideal target audience.<\/p>\n

\n\"Mykonos-Windmills-Greece\"\n<\/div>\n

In this campaign we organized a photo contest<\/b> where the participants could win free nights at the hotel during summer. In order to win the contest, one should become a fan of the Facebook page of the hotel, upload a specific themed photo and then promote it in order to get as many \u201clikes\u201d as possible before the end of the contest.<\/p>\n

Crowd sourcing is fun and effective<\/h2>\n

Crowd sourcing describes the practice in which the objective is to motivate<\/b> people in order to proceed on actions<\/b> that finally serve promotional needs.\u00a0 Even if this is not something new, it is a hot topic mainly due to the increasing number of social media users.<\/p>\n

Photo contests and other types of contests in general are less aggressive forms of advertising that can be very effective on social media and that can bring results in a short period of time.<\/p>\n

\"engagement-cycle\"<\/div>\n

Launching the campaign<\/h2>\n

First of all, a year earlier, we had created social media profiles for the particular brand on the most popular social media (Facebook, Twitter and YouTube). During the last year we have made sure that those accounts were active<\/strong> and we regularly posted interesting messages<\/strong>, videos<\/strong> and news<\/strong> for the travelers. By using both ours and client\u2019s online channels, we had the change to promote the contest to a large target audience.<\/p>\n

The first thing we did was to produce the material<\/strong> that was needed for the campaign (texts, messages, images, videos etc) and in the Facebook Fan page we created a special tab that was dedicated to the contest. Then we started to promote the contest though our channels<\/strong> and at the same time we used Facebook<\/strong> and Google Ads<\/strong>.<\/p>\n

After the launch, people\u2019s response was impressive and the results were remarkable.\u00a0 The fans of the hotel\u2019s Facebook page were significantly increased and the wall was filled with photos, likes and comments.<\/p>\n

All these actions along with the long-term SEO campaigns that we launched in the past for the website of the hotel, lead to successful results in terms of generated buzz<\/strong>, visits<\/strong> and bookings<\/strong>.<\/p>\n

The results of the campaign<\/h2>\n
\n\"Success\"\n<\/div>\n

As expected, during the days that we launched the contest, the visits of on the website were increased <\/strong>and there was a lot of buzz<\/strong> around the brand name of the hotel. Here are few statistics:<\/p>\n