Social Media Marketing
Tweetathon for MGH and the one hundred
Modeled after the telethon, the Tweetathon uses Twitter to get users to ReTweet a supplied Twitter message that supports the MGH Cancer Research Center through the one hundred, their annual event that honors 100 individuals who have advanced the fight against cancer. Tweets are captured and calculated by using a Tweetathon hashtag, #TweetforaCure. Each Tweet represents a micro-donation from a supporting company, so that each little bit of Twitter support builds up to big buzz, event awareness and a larger donation. A blogger outreach program was implemented to tap active social cause users of Twitter and alert them to this one of a kind event.
InterContinental Hotels Group & Priority Club Rewards
Priority Club Rewards is a loyalty program that provides discounts and offers at all 7 of InterContinental Hotels Group’s brands: Holiday Inn, Holiday Inn Express, InterContinental Hotels & Resorts, Hotel Indigo, Crowne Plaza, Candlewood Suites and Staybridge Suites. Their “Biggest Free Nights Offer” gave members a chance to earn a free night for every 2 they stayed at any hotel brand or property.
This promotion was bigger and better than anything they had ever done, so we concepted outside their normal range to bring in a social media element that would help the campaign live longer and larger online. The full scale of this social media marketing endeavor was not implemented. but the majority of our reccommendations were executed. The boards below show a sample of ideas, strategy and sample comps of hwo the promotion could manifest online.
This promotion incorporated online and print advertising, as well as direct mail, email and in-hotel materials. We then expanded upon existing marketing efforts to develop a social media campaign that was kicked off by a one day PR stunt coupled with blogger outreach. This was followed by a Flickr promotion that was supported by Facebook, Twitter and other social networking sites, as well as blog posts and other user generated content.
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Jeff Beatty
Jeff Beatty (R) ran against John Kerry (D), a well-known incumbent, in the 2008 Massachusetts Senate election. He lost, but secured 33% of the vote, a huge accomplishment for a virtual unknown against a career politician with 24 years in the Senate. Beatty’s strong showing was largely attributed to his grassroots campaign approach and embrace of social media and “Web 2.0″ technology such as Facebook, Twitter, Flickr, YouTube and a blogging program. This social media marketing campaign was a full-service, integrated approach that placed me “behind the scenes,” essentially becoming Beatty’s online persona; any web interaction went through me.
At the end of the campaign, Beatty had nearly 1500 Facebook “fans” on his page, about half that of Kerry. Coupled with winning one third of the vote, this campaign was much more successful than imagined or expected, despite his ultimate loss. Below are some links to social media profiles and accounts I managed for the campaign; we also issued press releases, updated web content and developed email marketing promotions, rounding out what truly was a full-scale web initiative.
N.B. I am no longer responsible for the content on these sites and cannot attest to its accuracy. Much has been altered or removed since I stopped working with Mr. Beatty. For more information on my social media marketing services and experience, please contact me.
