How we capitalized on the significance of visual

content in social marketing to humanize Dow’s

Olympic Partnership branding on LPGA Star

Suzann Pettersen’s golf bag and built in

parameters specific to our objectives to evaluate

ROI in a short time frame.

Presented by:

Ron Amodio

Colvin Sports Network

February, 2015

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To demonstrate the ROI golf ambassadors can bring

to social marketing campaigns that increase the

competitive differentiation of their sponsors' brands.

To capitalize on the impact visual content can have in engaging audiences in a

short time frame (i.e., 10 days) via a specific social marketing campaign that:

a) drives incremental traffic to our site from social media using original photos

that humanize Dow’s Olympic Partnership branding on LPGA Star Suzann

Pettersen’s golf bag

b) generates media coverage that increases awareness of Dow’s connection to

golf, the Olympics, pro golfer Suzann Pettersen and the likelihood she will

compete in the 2016 Summer Games in Rio for her home country of Norway

c) sets the stage for broader initiatives designed to leverage existing assets that

accelerate results, measure ROI by campaign and therefore

d) builds on what matters most to Dow and their involvement with golf - that is,

“striving to enhance the game in all its details: the course, the equipment and

the one element that must balance them all – the human element”

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“Put audience engagement at the

heart of everything.”

Source: “IEG SPONSORSHIP SPENDING REPORT – WHERE

THE DOLLARS ARE GOING AND TRENDS FOR 2015.”

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Source: “How to Create Visual Content that Gets Shared and Drives

Traffic,” MarketingProfs presented by Donna Moritz, Social Sharing.

Regarding visual content: “Don’t build your castle on

the shifting sands of social media. Build it on the

strong foundation of your blog…one original image

every day will impact on shares and drive traffic to

your blog.”

“The ROI of social marketing is not sales. It is

audience adoption, development and relationship

building to yield awareness, consideration,

enthusiasm, loyalty and advocacy for a brand.”

Source: “Here is the ROI for Social Marketing,” Steve

Goldner, Social Steve Consulting.

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Social Awareness Social Consideration

• Number of mentions• URL mentions

• Visits• Page views• Twitter clickthroughs• Twitter replies• Blog views

Social Loyalty Social Advocacy

• Fans• Followers• RSS on blog• Twitter mentions• Return visits to site

• Retweets• Reblogs• Mentions

Source, Parameters Chart: Social Steve Consulting

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Dow (@DowChemical)

1/26/15, 5:11 PMMake a pit stop at booth 4316 at #AHRExpo for a chance to win a model No. 3 car signed by @austindillon3! @DowRacing pic.twitter.com/mZ28vIAruI

Twitter messaging below tied to Dow-branded merchandise featuring

NASCAR driver and Dow Brand Ambassador Austin Dillon.

The opportunity may exist to extend future digital campaigns

featuring LPGA Tour Pro and Dow Brand Ambassador

Suzann Pettersen to Olympics-branded merchandise.

Current Campaign:

Future Campaign:

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To create a Twitter campaign built around the journey of a replica

of LPGA Tour Pro Suzann Pettersen's Dow / Olympics - branded

golf bag from Cleveland, Ohio to the CME Group Tour

Championship in Naples, Florida.

Bill Colvin, CSN President and Dow consultant, traveled over 1,800

miles by car taking photos of Suzann’s golf bag at relevant points

of interest and with real people along the way.

Then, we tweeted these photos with attention-grabbing headlines

and captions to attract a following in social media.

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The culmination of the campaign was having Suzann Pettersen sign the bag

with a personal note to a retiring Dow executive. The photo garnered media

coverage when seen on twitter by the editorial team at Sports Business

Daily who voted it their “Tweet Pic Of The Day.”

More importantly, Suzann embraced our campaign by retweeting our posts

to her 83,000 followers and made time on her schedule to meet with Bill for

the autograph signing and photo opportunities.

Over the course of our short campaign, you’ll also note that Suzann’s

twitter followers went from 82.7K to 83K – a net gain of 300 new followers.

At the end of the day, the real heroes of our story are Suzann and her fans.

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We gained new followers and experienced a significant increase in both

our site traffic from social media and interactions with our messages

compared to campaigns without Tour Player involvement.

Visual Content CSN Created For Our Twitter Campaign

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36 of our messages contained links and received 184

clicks. That’s an average of 5.1 clicks per message.

Our 39 messages had 86 interactions. That’s an average

2.2 interactions per message.

Time Frame: 11/11/14 to 11/21/14

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14

ANALYTICS & NOTES

This visual image was

taken at Jack’s

tournament venue and

favorited by Dow.

This action supports

findings from Simply

Measured as reported in

Ad Age (February 10,

2015) as follows:

Of Interbrand's100 top

brands, 95 tweeted at

least once a day.

And nearly half (48

percent) of companies

replied to at least one

tweet per day.

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ANALYTICS & NOTES

Ten interactions for this

post including retweets

from Suzann Pettersen

and a Dow employee as

well as a favorite from

the restaurant (Union

50) where the photo was

taken.

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ANALYTICS & NOTES

A fan favorite in terms

of interactions with 14

and the image was also

retweeted by Suzann

Pettersen to her 83,000

twitter followers.

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ANALYTICS & NOTES

Another fan favorite

with 16 interactions

including a retweet

from Suzann

Pettersen to her

83,000 followers.

Helped get our

message out that:

-Dow is an Olympic

sponsor

-Golf is an Olympic

sport

-Suzann is likely to

be on the Olympic

golf team of her

home country,

Norway, when the

Summer Games

take place in Rio in

2016

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ANALYTICS & NOTES

Can you blame

Suzann’s golf bag for

making a stop at the

LPGA’s headquarters

before meeting up with

Suzann at the CME

Group Tour

Championship in

Naples?

The photo received 10

clicks including a

retweet from Suzann

Pettersen.

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ANALYTICS & NOTES

Since Dow also

sponsors race car

driver, Austin Dillon,

Suzann’s golf bag

thought a pit stop would

be in order at Daytona

International Speedway.

Within its lifetime of 20

minutes, the tweeted

photo garnered 12

interactions, including a

retweet from Suzann

Pettersen.

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Briefly Reunited At The CME Group Tour ChampionshipNaples, Florida I’ll really

miss you, Suzann.

@colvinsports 272/11/2015

CME Group Tour ChampionshipNaples, Florida

After my journey of 1,840 miles, Suzann autographs my side panel along with her best wishes for retiring Dow executive, George.

@colvinsports282/11/2015

ANALYTICS & NOTES

This photo received the

most clicks and took

place in the lobby of the

host hotel for the CME

Group Tour Championship

in Naples, Florida.

Included in the tweet was

the twitter handle for

Sports Business Daily

which voted it their “Tweet

Pic Of The Day.”

What a special moment having Suzann autograph my side panel and include a personal message. So not only will our retiree have an exact replica of the bag Suzann uses in competition, it’s the only bag (other than Suzann’s) on any of the Tours to be branded with the 5 Olympic Rings.

@colvinsports

CME Group Tour Championship, Naples, Florida

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ANALYTICS AND NOTES

What’s interesting about

the 8 interactions with

this image- tweeted

shortly after Suzann

Pettersen autographed

the bag - is that it was

retweeted by her fellow

Dow Brand Ambassador

and PGA TOUR PRO

Tom Gillis.

Tom is a team player

who embraced our

twitter campaign by

retweeting multiple

photos of Suzann’s golf

bag to share with his

3,500+ loyal followers.

The tweeted image also

captured the attention of

former pro golfer turned

golf announcer Dennis

Paulson who retweeted

it to his followers and

listeners of his

coverage of PGA TOUR

events on Sirius XM

Satellite Radio.

Tweets And Retweets

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Anchor Content Clicked, Viewed And Shared

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83 tweets, 285 page views, 150 visitors via social media

Time Frame: 11/11/14 to11/21/14

Sports Media Coverage

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ANALYTICS & NOTES

This photo of Suzann

Pettersen autographing a

replica of her golf bag for a

retiring Dow executive

caught the attention of the

editorial team at Sports

Business Daily. As a result,

they selected it as their

“Tweet Pic Of The Day.”

In combination with

SportsBusinessJournal.com,

Sports Business Daily’s

online assets attract more

than 235,000 unique visitors,

3.8 million impressions and

more than 1 million page

views on average each

month.

So the exposure we received

on SBD online certainly

aligned with the social

marketing ROI parameters

outlined in slides #6 and #7.

And the publicity we

received would not have

happened without Suzann’s

support.

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Sponsors can increase audience engagement on twitter especially

when their social marketing campaigns leverage tour players’

involvement so they can enthusiastically share visual content with

their followers that is original and attention-grabbing.

Regarding comparative analysis, what we learned is best summed

up by content expert Lindsay Thibeault, HubSpot: “The lifetime of a

tweet is 20 minutes (at best), so it’s hard to compare time frames

against each other.”

The posts that received the most interactions were those that were

retweeted by Suzann Pettersen when she had time to do so before

and or after her tournament rounds of golf.

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Put together a campaign that combines social marketing with

branded merchandise to further differentiate the brand.

Drive traffic to a blog that is an integral part of the campaign rather

than an update to an existing post.

Create a call to action button with a corresponding landing page

that is tied to a specific offer and captures leads for future follow-up.

Tie in other sponsors with large numbers of twitter followers who

are relevant to the campaign and cross promotions to increase

interactions, conversions and attract new followers.

e: bill@colvinsports.com

w: colvinsportsnetwork.com

o: 216-272-7779

t: @colvinsports

Bill Colvin, President

Colvin Sports Network

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Complimentary-Pro-Golfer-Grid-With-New-Pricing

Want to know how much it costs to sponsor a Tour

Pro? Don’t miss our free infographic as a starting

point. To download your copy, click on the link

below.

472/11/2015