Twin Cities Events
MARKETING • CREATIVE • DIGITAL
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SMBMSP – Social Media Case Studies
February 22 @ 8:00 am - 10:00 am
Free – $15
Are you ready to dive into another selection of social media case studies? Join us as representatives from local companies and agencies walk you through the details, share the results, and answer your questions.
Parking Note: Construction and ramp closings have reduced the number of available spots in the area. Please plan for extra time to find on-street, metered parking spaces.
Case Study #1
Motivation: Paradise — Incentivizing Behavior with Automated Engagement
People are becoming more and more influential with unique and authentic content, and brands can sometimes be pushed aside. With an ever-increasing ability of audiences to sniff out and ignore promoted content in social feeds, how do you influence real-time behavior that drives business results? In this case study, ICF Next will show how they got Minnesotans involved in an outside treasure hunt—on the first day with freezing temps in the Metro. With free trips to Belize at stake, a chatbot guided participants toward their ticket to paradise.
Agency: ICF Next
Andrew Miller, Media Relations Supervisor
Jason Parker, Social Media Director
At ICF Next’s Minneapolis office, Andrew Miller develops earned media strategies bolstered by the breakthrough creative executions the agency provides its clients. In 2010, Andrew got his start in public relations by earning an internship at Fast Horse, the Minneapolis-based integrated creative agency, through a Facebook-based contest pitting three finalists against each other to earn the most votes. Over the course of eight years, he elevated from intern to Account Director before taking on a Media Relations Director role. He worked primarily with The Coca-Cola Company, General Mills, Champs Sports, Mentos Gum and Heineken USA, as well as a number of celebrity spokespersons including LeBron James, DJ Khaled, Danica Patrick, Larry Fitzgerald, Giannis Antetokounmpo, Brooklyn Decker and more.
Jason Parker leads social media strategy, creative, and analytics in the Minneapolis office for brands including Terminix, Belize Tourism, Pentair and Mary Kay Global. Jason also reigned for a year as King of NOSLO, and has a crown and castle on his desk to prove it. He played a part in breakthrough creative activations like sending a semi-truck full of ice cream to sports fans in Cleveland and renaming an island in Belize “Major Caye” as a nod to DJ Khaled. He began his career in social media during his 7 years at Best Buy, where he trained employees worldwide to participate in the Cannes-winning #Twelpforce project. Later at BBDO, he grew the listening and analytics practice while driving social executions of campaigns that sent SPAM on tour across the U.S. and filmed a custom motorcycle powered by bacon grease.
Case Study #2
How LinkedIn Deployed An Always-On Approach to Influencer Marketing
With trust in marketing falling, brands large and small are turning to influencers to change the narrative and win back their customers. And while many brands are experiencing initial success implementing influencer campaigns, they’re not experiencing the benefits of an always-on approach.
In 2018, LinkedIn Communities partnered with TopRank Marketing to explore the possibility of nurturing, engaging and collaborating with a set group of influencers on an ongoing basis. Join Ashley Zeckman and Jane Bartel as they walk through the methodology and framework for developing a successful always-on influencer program.
Agency: TopRank Marketing
Ashley Zeckman, Senior Director of Digital Strategy
Jane Bartel, Account Manager
Ashley Zeckman is the Senior Director of Digital Strategy for TopRank Marketing, a fully integrated B2B marketing agency. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in content strategy, branding, influencer marketing and social media.
Jane Bartel is an Account Manager for TopRank Marketing. In her role, Jane is responsible for helping B2B enterprise clients meet program objectives and solve some of their toughest business problems. Before moving to the agency life where she has five years of account management experience, Jane led marketing teams for various Minneapolis and New York-based companies. Her background includes expertise in marketing strategy, content, branding, and management of development and design teams.
Case Study #3
UNiDAYS Awareness Campaign
Fast Horse worked with UNiDAYS, a company providing college students with exclusive offers from their favorite brands, to raise national awareness of the company. In this case, they worked specifically around back-to-school time when college students are thinking about everything they need (or want) when they get back on campus. They took the task of raising national awareness and developed a two-phased approach, incorporating seven influencers, paid social on both a local and national scale using UNiDAYS and influencer creative, and paid media across the channels college students use most. In the end, the campaign drove an awareness lift of 33% and earned results better than the benchmarks almost across the board.
Agency: Fast Horse
Talia Wischmann, Social Media Director
Sarah Friedli, Social Media Strategist
Talia Wischmann leads the social strategy, paid social amplification and influencer practices at Fast Horse, integrating across the agency to establish best practices and scale our social capabilities. She’s passionate about challenging our team and clients to think about how consumers engage with every aspect of a brand, no matter the channel.
As a Social Media Strategist, Sarah Friedli leads social content creation and strategy for a variety of clients at Fast Horse, working across departments to ensure social is integrated with all other client initiatives. She’s also experienced with influencers, owning partnerships that generate authentic content reaching new audiences.