Case Study: SUBWAY's Slim down challenge
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This document discusses using social media advocates and contests to promote events and products. It describes a campaign that identified influential advocates on Facebook with thousands of friends. The campaign then instructed these advocates to create "buzz" by promoting contests and sweepstakes to their networks. Metrics showed a 71% increase in the key objective. The takeaways emphasize finding advocates, rewarding them, creating urgency through contests, and closely measuring results.
Case Study: SUBWAY's Slim down challenge
- 1. Corporate social media consulting, training & tools
- 2. ‘Advocacy’ Is Today's ROI Case Study
- 3. sell ticketsObjectiveObjectivebuild weight loss awareness
- 4. what did we do?strategy!Objective
- 6. use your peoples…Objective
- 7. Facebook fans army!Shay Sorrells – 12,552 friends
- 8. Paul Martinelli – 2,987 friends
- 9. Christine Avanti – 764 friends
- 10. Dan Vega – 546 friends
- 11. Other Speakers, buzz campaign Advocates – 4,200+ friends Total – 21,049+Objective
- 12. instruct your army!$$$Objective
- 13. create “buzz-worthiness” create “buzz worthiness”Objective
- 14. launch sweepstakes, contest!Objective
- 15. launch sweepstakes, contest! launch sweepstakes, contest!Objective
- 16. launch sweepstakes, contest!Objective
- 17. other viral tools…Objective
- 18. stats!
- 19. ROI?
- 20. numbers don’t lie…71%Objective
- 22. top 5 takeawaysresearch target audience (Facebook groups etc)search for buzz campaign advocatescreate a reward system for advocatescreate sense of urgency, contest etc..Measure, Measure, Measure
- 23. advocacy = ROITalk+Trust=Transaction
- 24. Corporate social media consulting, training & tools700 Military Cutoff Rd. Suite 231Wilmington, NC, 28405910.332.4163