Bourbon on the Banks 2019 Case Study - Fascination Design Social Media Marketing

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4101 Tates Creek Centre Dr. Suite 150, PMB 167 859-492-1654 hbaumann@fascinationdesign.com www.fascinationdesign.com

CASE STUDY 2019

Social Media Marketing Bourbon on the Banks 2019


THANK YOU

FOR WORKING WITH US!

Fascination Design has prided iteself on quality services for the SMB sector since April of ‘00. From branding & graphic design to web development & social media marketing. We are appreciative of the opportunity to provide digital & social media marketing support & services for Bourbon on the Banks 2019. Hilary Baumann

Founder

CONTENT SOCIAL MEDIA SUMMARY 3 ............................................................................................ GOALS RECAP - THE PROJECT SHEET 4 ............................................................................................ VOLUME OF CONTENT 5-13 ............................................................................................ BRAND AWARENESS / SOCIAL REACH 14 ............................................................................................ FOLLOWER ENGAGEMENT 15 ............................................................................................ FOLLOWER GROWTH 16 ............................................................................................ APPENDIX: FACEBOOK CHARTS & GRAPHS 17+ ............................................................................................


2019

3 MONTHS

3 ACCOUNTS 1. FACEBOOK 2. INSTAGRAM 3. TWITTER

6 CHANNELS 1. 2. 3. 4. 5. 6.

FACEBOOK FACEBOOK EVENT FACEBOOK STORIES INSTAGRAM INSTAGRAM STORIES TWITTER Social Media Marketing Bourbon on the Banks 2019


2019

GOALS RECAP

PROJECT SHEET Since this is the first year and there are no photos from past years (yet) online marketing will primarily include: Event info with brand images, stock images or logos to entice people as well as distilleries and sponsor promotions.

Social media starts with a cleanup of the Facebook event:

Clean up Facebook event description so that it’s not one giant block of text and breaks out the event summary in an easier to understand manner. See end of document as this event summary will be the base for calendar submissions. Clean up Bourbon on the Banks Facebook account so it’s URL doesn’t include numbers and has the event properly associated with it to build up audience for an annual event.

Online calendar listings (5+ weeks out):

As soon as we have a confirmation on event summaries we will submit to: Tadoo / Smiley Pete, Lexington Herald Leader LexGo Eat, Ace Magazine calendar, VisitLex, Tops In Lex, Lex18, WKYT, WRFL, KY Tourism, Yelp, and many other event calendars we have on file for Frankfort, Lexington and Louisville.

Reactive social media:

Regular updates as event updates are available. Average 4 posts per week for 14 weeks (may be more some weeks and less some weeks.) This will include sponsor logos & participating distillery logos in the following ways: • Defined sponsorship levels (naming rights, title sponsor, specific sponsorship options, etc.) • Distilleries and their involvement / which bourbons/spirits they will be bringing if that’s available. * this event kept changing so pieces of the original project sheet such as chef highlights were not applicable by the date of the event.

Proactive social media:

Planned updates via all social media channels that increase people’s desire to attend. ~3x per week per most social media channels. • Info on musicians. Musician music videos where copyrights will allow. • Info on bourbons with enticing photos. • MAYBE Info on the location with scenic photos (I may take some since what I see currently aren’t enticing.) • Food highlights with more enticing photos. • Chef highlights. • Judges and bourbon contest summary info. • Post-event summary posts thanking sponsors, vendors and visitors.

BETWEEN PROACTIVE & REACTIVE SOCIAL MEDIA POSTS, THIS WILL BE APPROXIMATELY

360 POSTS OVER 15 WEEKS.

ALL POSTS WILL HAVE AN END GOAL OF DRIVING TICKET SALES. Social Media Marketing Bourbon on the Banks 2019


OVER

385 VOLUME OF CONTENT The Why: Quantity of content will allow you to quickly see what people react to and to draw people in via different types of content. It’s often faster to gain traction with quantity over quality but... Quality of content is important to not only engage people but clearly convey information as much as possible. There were several distinct categories of posts in order to promote the presenters, the brands that would be represented, the musicians, the hotels, the sponsors, and the event overall.

POSTS OVER

100 UNIQUE GRAPHICS CREATED OVER

140 VENDOR, SPONSOR, PRESENTER, & JUDGES ACCOUNTS RESEARCHED



JOIN US! “Join us� content was created for each of the brands that would be represented at the Saturday Main event for 4 reasons: 1. to present info to potential attendees regarding what brands would be at the event. 2. to utililize the hashtags on Instagram that each of these brands is known for to extend the reach. 3. to try and engage each of the brands and get some of them to share the event on their accounts. It would be an easily sharable graphic that featured their brand. 4. to provide value to the brands where possible since they were donatning product for this event.

Social Media Marketing Bourbon on the Banks 2019

JOIN US AT

August 24 th !


PRESENTERS

Social Media Marketing Bourbon on the Banks 2019

Presentation Overview posts were made that included the details and times for all of the presentations. Individual bio posts were made to showcase each presenter and included their bios in the post text where possible. On twitter it linked to the bios on the website. Both overview posts and individual posts included a range of appropriate hashtags and tagging.


DETAILS •

Testimonials, Music & Countdown posts

Venue 360 posts

Parking & Lyft info posts

And a slew of others were posted


THE OVERVIEWS


The Overviews were graphics that could be shared and reused to try and help clarify the complexities of this festival & the various events during the week.

They needed to keep a consistent brand identity while also helping to clarify all that was going on. Facebook events for the public compontents were created to additionally summarized what wouldn’t fit in graphics.

Social Media Marketing Bourbon on the Banks 2019


NEWS & REACTIVE News & Reactive Posts: Newspaper articles, TV appearances, podcasts, events leading up to Bourbon on the Banks, Friday night Street closures, even a wreck on the insterstate between Lexington & Frankfort people needed to avoid the Saturday of the event. There were an assortment of posts and activities that were relavent to the event that were shared as they came in to help create interest. A few were prepared for, others were short notice, many were posted.


SPONSORS Sponsors were included a variety of ways in the Facebook event listings but additionally thanked before the date of the event and then after the event ran. Part of the research into social media accounts was done in order to make sure sponsors were tagged and linked to where possible. The presenting sponsor’s website address was also included and “presented by Community Trust Bank� was used on strategic posts.

Social Media Marketing Bourbon on the Banks 2019


BRAND AWARENESS / SOCIAL REACH 2019

OVER

388k IMPRESSIONS!


It is longstanding marketing knowledge that people don’t typically buy the first time they see something no matter how good the offer (see the “rule of 7.”) This is why both quality of message and quantity is useful in increasing conversions. Brand Awareness is the the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services. Social reach tells us how many social media users have seen your content. Reach can additionally be made up of number of followers and/or number of people paid advertisements are shown to. Impressions help measure the number of times your post has been seen, even if they didn’t click, comment, or otherwise engage with it. One person reached may have seen the content more than once. Engagement is an interaction with a post. Typically a comment on, a like, or a share of a post but may vary a bit by platform and include additional interactions.

Social Media Marketing Bourbon on the Banks 2019

FOLLOWER ENGAGEMENT

The Why:

OVER

20,718 OVER

473

ENGAGEMENTS!

MESSAGES RECEIVED, CHECKED AND, WHERE RELEVANT, LIKED & RESPONDED TO


FOLLOWER GROWTH 2019

The Why: Follower Growth is part of Social Reach. These numbers are important for an annual event as you aren’t starting at zero for next year. I must emphasize that these are legitimate account holders with an interest in the event, not followers obtained in ways that would have no impact on ticket sales (bought followers, accounts in India, etc. can increase numbers but have no meaning beyond vanity.)

Social Media Marketing Bourbon on the Banks 2019

FACEBOOK

1,266 NEW PAGE LIKES!

FACEBOOK EVENT

2.1K

“INTERESTED IN” & “GOING TO” THE MAIN EVENT


INSTAGRAM

474

NEW ACCOUNT FOLLOWERS!

TWITTER

73

FOLLOWERS!

BOURBON STREET ON BROADWAY (BOURBON ON THE BANKS’ FRIDAY NIGHT FREE EVENT) WAS GIVEN ITS OWN PAGES AND ACCOUNTS & IS NOT INCLUDED IN THE STATS IN THIS DOCUMENT.


APPENDIX:

FACEBOOK CHARTS & GRAPHS Overview from Facebook Insights is skipped since it’s max span is only 28 days Followers (1,295)


Likes (1,266)


Reach


Reach (continued)


Page Views


Actions on Page


Actions on Page (continued)


Posts


Posts (continued)


Videos


Videos (continued)


Stories (for only the 28 days pre-event)


Stories (continued)


People Reached


Your Fans


Events Overview


MAIN EVENT Reach: 39.3K • People Reached: 6.7K

2.2K People Who Responded


Ticket link clicked Please note that there’s no way that the “Tickets Sold” number is accurate since Eventbrite itself reflects more ticket sales from Facebook. I don’t know why this says over 500 people clicked but none bought. It’s very unrealistic and I know from Eventbrite that the numbers are off but I’m not sure by how much - a Facebook pixel was not set up due to time constraints.


People Reached