Online - Offline Media Integration

I just reviewed the following case studies to evaluate the effectiveness of their Online/Offline marketing efforts:

Charleston Parks Conservancy (CPC)- http://www.charlestonparksconservancy.org/home/
Randomhouse Buzzers (RB) - http://www.randombuzzers.com/
Sea World - http://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.html
Charleston Parks Conservancy (CPC) is a non-profit organization in Charleston, SC established to engage volunteer caretakers for the city's many parks and recreational lands.  They used standard news media outlets (Television, News Papers) as well as a well orchestrated social media campaign including Facebook, Twitter, YouTube, FourSquare and Flicker to get the word out and generate interest in their cause and to help develop a corps of volunteers.  CPC was founded in 2007-2008 and is therefore a relatively young organization but based on the amount of local and national press received their campaign appears to be successful thus far.  They also provide helpful how-to videos about gardening on YouTube.  They have 1230 fans on Facebook but most of the post on their fan page are by CPC so it's hard to tell how much direct interest there is on that particular site.

Random Buzzers (RB) is a social media and blog site established in 2007 by Random House Publishing geared toward teen readers and generating interest in this demographic to help drive sales of books.  They won a 2010 Gold Wommy Award, (Word of Mouth Marketing Association) and a 2010 Davey award for their social media driven marketing program.  RB used blogs, Facebook posts and Tweets to generate interest in books and disseminate information regarding featured books and authors as well as offering the ability to earn "Buzzer Bucks" as incentives to purchase books.  It appears to be very well put together but might benefit from links on the websites of Amazon, Barnes & Noble, Borders, etc. to help spread the word.

Sea World San Antonio (SWSA) is a for-profit theme park based around aquatic animals but also includes a water park and thrill rides amusement park.  The case study presented was in relation to a social media campaign created to develop interest in a new thrill ride.  Initial announcements were sent to bloggers with a common interest in thrill rides to generate "buzz" about the ride.  Based on surveys taken after the ride opened by using social media they were able to generate gate sales at about one fifth the cost of their standard TV ad campaigns.  Through the blogs they were targeting only thrill ride enthusiasts while their park offers a much wider range of attractions.  I think it would be good to use the same type of social media campaign on future offerings and compare metrics between them and this baseline case study.

All three case studies showed the use of Web logs (blogs) to generate interest and discussion about their specific goal.  The Sea World case study did not specifically mention and specific social media sites like Facebook and Twitter but it's pretty safe to assume that they did as did CPC and RB.  CPC and RB used enticements like a free bike or discount incentives to increase participation in their cause.  These could all be used for the basis of other social media efforts.