anvil media some award submission 2014
Post on 18-Oct-2014
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DESCRIPTION
Anvil Media's 2014 submission for the 'Dream Team' SoMe Award, highlighting our social media success with local Cannon Beach hospitality company, Martin Hospitality.TRANSCRIPT
2014 SoMe Award SubmissionDream Team
2
The Client
503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
3 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
Martin HospitalityMartin Hospitality is a hospitality group operating 5 properties in and around Cannon Beach, Oregon.
Like many coastal businesses, these properties experience a slow season from October to April. Martin Hospitality hired Anvil to develop and implement a social media campaign that would help to maintain reservations in the off-season.
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The Campaign
503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
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Making Great Memories
Post content that encourages fans to complete an action
(clicks to the website, reservations)
Implement Facebook ads to supplement
organic efforts
Post highly shareable content that inspires fans to create stories
Objective:
Utilize Facebook to increase reservations in the off-season
Strategy:
Increase brand awareness, engagement, and referrals to the website
Tactics:
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To accomplish our client’s objectives, Anvil created & posted..
7 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
..content that told stories
8 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
..content that evoked emotion
9 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
..content that captured the essence of each property
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The Challenges
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Limited Conversion TrackingThe Challenge- The application used for online
reservations takes users off-site to complete the transaction, without bringing them back on-site
The Opportunity- Anvil implemented Google Tag
Manager to track clicks on menu items and reservations
- Anvil used Facebook Advertising to offer specials and promotions, complete with a promo code traceable to each advertisement
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Limited Organic ReachThe Challenge:- Facebook has continued to decrease
organic reach for Pages, making it difficult to communicate with followers
The Opportunity: - Anvil implemented Facebook Ads to
supplement organic efforts- Custom audiences were
developed for each property for precise targeting
- Campaigns targeted potential followers and existing followers- Content & communication
differed for each audience
Jan-13
Mar-1
3
May-1
3Jul-1
3
Sep-13
Nov-13
Jan-14
Mar-1
40
0.2
0.4
0.6
0.8
1
Average Organic Reach
Organic Reach
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The Results
503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
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Reach & Awareness- During the campaign, total followers
increased 74.6%- After Facebook Advertising was
implemented in November, reach increased significantly
Jan-13
Mar-1
3
May-1
3Jul-1
3
Sep-13
Nov-13
Jan-14
Mar-1
40
0.4
0.8
1.2
1.6
2
Average Total Reach
Organic ReachTotal Reach
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Engagement- Engagement levels rose significantly
throughout the campaign- Actions with the most weight
(comments and shares) were the hardest to impact, but increased steadily during this time
**Engagement on promoted posts was excluded from this report
Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-140
50
100
150
200
250
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350
400
450
Post Engagement
CommentsLikesShares
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Referrals to Website
- Since users are able to make reservations on the website, one of Anvil’s key KPIs for the campaign was referral traffic from Facebook
- Since implementing the campaign in August, referral traffic has increased 42%
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-140
50
100
150
200
250
Facebook Referrals to Website
Social Referrals
17 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
Conversions- Since there was limited conversion
tracking in place, Anvil used several outlets to report conversions. These included:- Post-stay satisfaction survey- Employee feedback- Use of Promo Codes- Guest feedback