From the category archives:

CASE STUDIES

R.I.P. Websites?

June 9, 2011

By: Alana Golob

In February, Facebook announced iFrame functionality, giving marketers and brands the ability to create CSS tabs or embed websites into a Facebook tab with the ability to track analytics and page views.

The benefits of utilizing iFrames on Facebook tabs are pretty obvious. According to recent reports, the average Facebook user spends 15 hours and 33 minutes per month on the platform and visits the site an average of 40 times per month. Chances are your company’s website traffic is notably less. Embedding a website in an iFrame tab allows you to apply the same key branding elements and functionality, while generating significant website views from a broader audience that your traditional website wouldn’t typically receive.

Additional benefits of Facebook tabs:

  • Users can actively participate with your content or campaign by using Facebook plugins within the app, such as comments, live stream capabilities, Twitter widgets, and “Tweet” and “Share” functionalities
  • The ability to create newsfeed stories from within the tab, driving new “Likes” and increased visibility
  • Utilizing Facebook allows brands to deliver value where consumers can find it most conveniently
  • Facebook tabs are more cost effective than building a microsite or adding depth/functionality to an existing site

CASE STUDY:

Recently, DoubleTree by Hilton kicked off a national Cookie CAREavan Tour to celebrate the 25th anniversary of their signature chocolate chip cookie. Rather than develop an entire website to host information about the tour, Digital Royalty built an interactive Facebook tab within the DoubleTree by Hilton Facebook page. The tab serves as the hub for all tour-centric information, including an interactive tour map showing upcoming stops, DoubleTree by Hilton Twitter feed, YouTube and Flickr streams and a weekly sweepstakes poll and photo upload, where people can enter to win free stays, Hilton HHonors points and other prizes. In order to access the tab and its contents, users must enter through a “Like” gate. This low barrier increases awareness for the brand and adds a bit of enticement for users without requiring too much. After the tab launched, DoubleTree by Hilton saw a 16% increase in new “Likes” over the previous month.

Will traditional websites soon be irrelevant? Facebook allows businesses to create a social, interactive experience for consumers (where they want it) with the potential of reaching an audience of more than 700 million. Additionally, the new eCommerce Facebook model allows for businesses to create online storefronts within their Facebook page. Users can purchase products or book hotel rooms and airfare in any currency, seamlessly through Facebook. According to eCommerce research, users are 18 times more likely to buy directly in their Facebook than when they are redirected to another website. Why not keep your consumers and fans where you have them . . . on your Facebook page?

Shaquille O’Neal Retires… Social Style

June 3, 2011

Digital Royalty has worked closely with Shaquille O’Neal for more than two years to develop his online brand and media network comprised of 6 million friends. Over the course of Shaquille’s historic career in the NBA spanning nearly two decades, he’s had plenty of BIG nicknames:  Big Diesel, The Big Shaqtus and The Big Shamrock. But like many of his fans, Digital Royalty has always seen him as The Big Social Media Center.

As the most-followed American athlete and first verified celebrity on Twitter, Shaquille has used social media to deliver value directly to his fans when, where and how they wanted to receive the value. He did this before it was the popular thing to do. Few celebrities “got it” early on. From performing Random Acts of Shaqness and bantering with fans to posting hilarious videos and inspirational quotes, he has an innate ability to make his millions of Facebook fans and Twitter followers feel like close friends. He has allowed his friends to see the person behind the personality.

Shaquille naturally wanted to deliver the biggest announcement of his career  – his retirement – directly to his fans, the people who have made the past 19 years possible. Digital Royalty Founder and CEO, Amy Jo Martin, was with Shaquille to help him activate the announcement and engage with fans afterward. In case you missed it, view Shaquille’s retirement announcement is here.

A letter written in 1993 from Shaquille’s long time mentor, Coach Dale Brown, was posted to Shaquille’s Facebook fan page for his fans to read along with his retirement announcement. Digital Royalty is launching Shaquille’s Social Media Museum and allowing fans to take a trip down memory lane in the coming days. He will be touring his fans around his home via www.Tout.com/shaq videos and sharing memories, memorabilia and Shaqisms.

Within five minutes of the announcement, #ShaqRetires was the number one worldwide trending topic on Twitter. With more than 175 million users on Twitter who send 150 million+ tweets per day, that speaks for itself. The world was watching and helping him celebrate virtually. Digital Royalty’s Founder and CEO, Amy Jo Martin, was quoted on SportsCenter, ”Shaquille is the media. He didn’t need a press release so the media could tell the world he’s retiring in their words. He told his millions of friends directly, in his own words. The social influence he has built has given him the freedom to leapfrog the middleman.”

So what’s next for Shaquille? A hunt for a new nickname and maybe Kazaam 2? A rejuvenated rap career? Backup dancing for his buddy Justin Bieber or another stint with the Jabbawockeez? Only time will tell, but one thing is certain: Shaquille’s fans will be the first to know.

It’s been an honor to work with someone who truly understands the power of being human and rising above a brand to deliver value how, when and where fans want it. Digital Royalty is excited to play a part in the next chapter of Shaquille’s career. “I’ve had the honor to join Shaquille in his journey over the past few years. His number one goal is to make people smile and laugh. Lucky for us, he will now have even more time to entertain all of his friends.” says AmyJo Martin.

You can follow all of the retirement announcement Shaqtion here: #ShaqRetires

First Social Media Incentive Program for Athletes

May 14, 2011

By: Britt Johnson

The NBA, NFL, and other professional sports leagues are all too familiar with handing down fines to athletes (and owners/coaches) who violate their social media policies. The UFC has no interest in collecting money from its own athletes. Instead, they are doing the reverse in handing out the cash—$240,000 annually to be exact.

This week UFC president Dana White announced the first-ever incentive-based social media program for fighters during the UFC Summit in Las Vegas where more than 300 fighters were required to go through Digital Royalty University social media training. The allotted money will be dispersed as quarterly bonuses to fighters who make the most impact with their personal Twitter accounts.

Competition was in the air as the program was announced to more than 300 fighters at the annual UFC Summit at the Red Rock Casino in Vegas. Thousands of fans, fighters and media outlets followed along here using the #UFCSummit Hashtag where thousands of tweets were exchanged real-time throughout the week. Mashable and Sports Business Journal also covered the news.

The UFC understands the power of social media. The goal for the incentive program is to encourage the athletes to embrace these new communication tools and increase fan engagement. The UFC and related Twitter accounts are already known for their fighter-to-fighter interactions. The heightened engagement will strengthen the organization’s network, allowing for quick message delivery, more fighter-to-fan interaction and most importantly it provides exclusive value to new and existing fans.

Starting June 1st, Stikeforce and UFC fighters will be divided into four groups depending on their number of followers. From those groups, three winners will be named in the following categories, each receiving $5,000 for most followers gained, highest percentage of followers gained and most creative campaign.

A social media powerhouse himself, Dana knows the influence Twitter followers carry. Factor in a few hundred additional social media-savvy athletes, and you have a force to be reckoned with.

For more information about Digital Royalty University, email Info@TheDigitalRoyalty.com

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