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CHPA 2011 Advanced Integrated New Media Strategies

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This presentation was given by Erica Campbell, Director of Marketing with For Rent Media Solutions at the Corporate Housing Providers Association 2011 Annual Conference in Houston, TX on March 23, …

This presentation was given by Erica Campbell, Director of Marketing with For Rent Media Solutions at the Corporate Housing Providers Association 2011 Annual Conference in Houston, TX on March 23, 2011.

The social web is constantly posting, uploading, sharing and ranting-about your brand. By these actions, consumers post and update their needs, desires and complaints across forums, microblogs like Twitter and social networking sites such as Facebook, Foursquare and LinkedIn, for all to view.

Consumers are finally in control, and they have become the programmers, shaping their own experiences by interacting with our brands when they want, where they want, and how they want. Successful marketers need be at every touch point to connect with them. Maintaining an on-going positive relationship with your consumers, partners and prospects is critical to any brands long term success. Today, companies must be a part of the consumer dialogue. This session will discuss sideways marketing tactics that revolve around removing friction, noise in a crowded space and uncertainty for consumers. Find out how to create a customer engagement and brand management strategy by leveraging media such as print, Internet, mobile, social, video, and location-based advertising.

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  • Mobile media is quickly becoming essential to thetechnologically advanced marketing plan.• Smartphone users are driving growth in browser andapplicationsBrowser and app growth are up Social Networking: Fastest-growing category accessedvia browser-150 million users access Facebook thru their mobile phone
  • Recommendations build trust and influence purchase decisions.
  • These 11 process steps will help you build a great brand. I hope to give you helpful tips and action items that will really help you
  • Old tried and true tactics that use new tools to create a strategy that creates strong brands Use new tactics and tools with old processes to create a strong brand Top process steps
  • Who is talking about you • What are they saying • Is it positive or negative • Where are the conversations taking place • What are your competitors doing • What’s the buzz about them • What content resonates with your audience • Where else is your audience talking • What social sites have the most conversations • Who are the thought leaders you should connect with • What are your opportunities and threats Who is talking about you?What are people saying?Are they positive or negative?Where are they happening?What site has the most conversations being said you?
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Objective: The 2010 consumer promotion was designed to entertain, engage & drive repeat visits with the intention of ultimately increasing brand awareness, preference and consideration. Concept: The ForRent.com “Pet Pads Unleashed” Photo Contest encourages apartment renters to submit a photo of how their pet lives the apartment life for a chance to win $1,500. Three Finalists will take home a $400 gift card to a local pet store. 560photos submitted and 2,500+ votes300+ new Facebook Fans and 14,000+ pageviews and 2,700photo views16,000+ photo views on Flickr
  • Eblast Launched 12.21.10 at 2:19 pm: The eblast was a success generating 300 additional Facebook “Likes” (fans) in one day.New “Likes” (Fans): 1,040Comments: 45Walls Posts: 20Total Interactions: 273Facebook “Likes” (Content): 208Pageviews: 5,170Unique Pageviews: 1,630Photo Views: 521
  • The combination of geolocation and social networks is also a huge avenue for Starbucks and the company was one of the first major brands to broker a deal with popular location-based social network Foursquare. Foursquare mayors of retail stores special ‘Barista’ badges that would come with discounts on drinks and food.
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands

Transcript

  • 1. Advanced Integrated New Media Strategies: Building Great Brands in the Age of Digital and Mobile Media
    Erica Campbell
    Director of Marketing
    For Rent Media Solutions
  • 2. Agenda
    Did you know?
    Benefits of Social Media
    11 Steps for building a great brand using a new media strategy
    Examples of brands using digital and mobile media
    Tips and resources
  • 3. Did you know?
  • 4. Over 50% of the world’s population is under 30 years old
    Source: US Census Bureau
  • 5. 96% of Millennials have joined a social networking site
    Source: Mr. Youth and RepNation Media (April 2008)
  • 6.
  • 7. Average family phone call today
  • 8. 50 million tweets per day — that's an average of 600 tweets per second
    Source: Twitter Blog
  • 9. YouTube is the second largest search engine
  • 10. 99% of companies use social media for recruitment
    Source: Survey by OSCAR, talential, squeaker.net usage
  • 11. If Facebook were a country, it would be the 3rd largest country in the world
    (behind China and India)
  • 12. Russia has a population of 142M. That’s not even half of Facebook’s user base
    Facebook has more users than there are people in the U.S.
    Source: Facebook
  • 13. 4 billion+ photos hosted & 4.8 million things were geotagged this month
    Source: Flickr
  • 14. People who use mobile devices are 50% more active on social sites
    4 mobile phones were sold for every
    PC sold in 2009
  • 15. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content
    Source:: MarketingVox and Nielsen BuzzMetrics
  • 16. Social media marketing spend will reach $3.1b in 2014
    Source: Forrester Research
  • 17.
  • 18. Benefits of
    Social Media
  • 19. Improve Branding
    Increase Traffic & Boost SEO
    Discover the Influencers
    Build Loyal Advocates
    Encourage Referrals
    Manage your Online Reputation
    Provide Customer Service & Gain Feedback
    Create Buzz
    Benefits of Social Media
  • 20. Recommendations Build Trust
    Nearly one-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.1
    91% say consumer reviews are the #1 aid to buying decisions2
    87% trust a friend’s recommendation over critic's review3
    Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions 4
    By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5
    Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media
  • 21. Bob travels to Houston and posts a video to his Facebook profile
    1
    2
    Mike sees the video while planning a trip to Houston
    3
    Mike likes the video a lot and puts it on his blog, it is seen by his 1300 daily readers
  • 22.
  • 23. 11 Steps for Building a Great Brand Using a New Media Strategy
  • 24. 11 Steps for Building a Great Brand Using a New Media Strategy
    Listen
    Develop Internal Resources
    Define Objectives & Goals
    Identify the Landscape
    Discover the Influencers
    Develop a Content Strategy
    Select your Channels & Tools
    Publish & Integrate your Content
    Engage your Customers & Critics
    Measure your Results
    Tweak your Strategy
  • 25. Step 1
    Listen
  • 26. Listen:
    Monitor and protect your brand on the Internet
    using these tools:
    Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis
    Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter
    Facebook: Facebook Insights, SocialOomph
    Video Sharing Sites: YouTube Insights, YouTube Comment Alerts
    Paid Services: Nielsen BuzzMetrics, Radian6
  • 27.
  • 28. Listen: Community Chatter
    Do you care?
    Will you respond?
    Will you apologize?
    Will you rebut?
    Who will be in charge of responding, apologizing and rebutting?
  • 29. Social Media Training
    Step 2
    Develop Internal
    Resources
  • 30. Develop Internal Resources:
    Publish and Distribute a New Media Policy
    When are your employees your employees?
    Are you responsible for their actions when they are “on the clock”?
    Are you responsible for their actions when they are on their own time?
    Consider your audience and be authentic
    Remember to protect proprietary and confidential information
    Develop a Training Program
    What training are you going to provide for your employees?
    Proper use of your social media
    Proper use of social media in their lives
  • 31. Friending your manager on Facebook and then complaining about your job can get you fired
  • 32.
  • 33.
    There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.
    ~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics

  • 34. The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply…
    Use the logo!
  • 35. Remember Fair Housing
    Do not suggest “any preference, limitation or decimation” based on:
    Race
    Color
    Religion
    Sex
    Disability
    Familial Status
    National Origin
  • 36. Step 3
    Define Objectives
    & Goals
  • 37. Define Objectives & Goals:
    Increase Brand Awareness: Create a general hype & enhance a product or service
    Increase Reach: Broaden reach of core company's target audience
    Generate Leads & Data: Improve referrals & retention
    Gain Content or Consumer Insight: Repurpose for future marketing initiatives
    Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition
    Gain Competitive Edge: Offset new competition
  • 38. Step 4
    Identify the Landscape
  • 39. Identify the Landscape:
    Where are your consumers engaging
    with your brand?
    Online searches
    Social networks and video/photo sharing sites
    Mobile websites and apps
    Email
    Outdoor
    Print media
    Review sites and local business sites: Yelp.com, Foursquare, Amazon.com, TripAdvisor.com, YellowPages.com
    ASK THEM
  • 40. Step 5
    Discover the Influencers
  • 41. Discover the Influencers:
    Here are some tips on how to identify them:
    Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters?
    Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys
    Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?
    Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates
  • 42. Step 6
    Develop a Content Strategy
  • 43. Develop a Content Strategy:
    Things to consider in your strategy:
    What is your mission statement, brand position or brand promise?
    What is your brand personality?
    What is your brand identity?
    What differentiates your brand?
    What is your company story?
    What do want your customer experience to feel like?
    Identify types of content
  • 44. Use the power of storytelling and information to market your ideas
  • 45. Content strategies must be supported by tactics:
    Strategy: Communicate
    Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets
    Strategy: Connect
    Tactics: social networks, print, Internet, mobile, outdoor, radio, TV
    Strategy: Collect/Categorize
    Tactics: social bookmarks
    Strategy: Customize
    Tactics: RSS, Widgets, Share
    Strategy: Conversation
    Tactics: comments, Q&A sites, reviews, forums
  • 46. Step 7
    Select your Channels & Tools
  • 47. Select your Channels & Tools:
    Connect them to your goals and objectives:
    Increase brand awareness and reach: Facebook, Twitter, blogs, mobile, email, video sharing sites, print, TV, radio, outdoor
    Humanize your voice: YouTube, Flickr
    Provide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sites
    Improve search engine rankings: Facebook, Twitter, YouTube, RSS, blogs
    Improve sales/services/retention: Email, surveys, social networks, online communities
  • 48. Step 8
    Promote & Seed your Content
  • 49. Promote & Seed your Content:
    Have an integrated strategy
  • Corporate Traveler Shopper Lifecycle
  • 66. Hello!
    Step 9
    Engage your Customers & Critics
  • 67. Engage your Customers & Critics:
    Tips to help increase engagement:
    • Have a human voice
    • 68. Vary content types and sources
    • 69. Determine your frequency
    • 70. Add value
    • 71. Keep content timely
    • 72. Post credible content
    • 73. Offer incentives and reward customers
    • 74. Ask for feedback
    • 75. Encourage re-posting
  • Step 10
    Measure your Results
  • 76. Measure your Results:
    Categorize your metrics:
    • Reach- how far and wide your messages spread
    • 77. Impact- how your efforts change consumers’ actions or opinions
    • 78. Quantity- how many consumers interact with your initiatives
    • 79. Quality- strength and depth of consumers’ interactions with your initiatives
    • 80. Sentiment-how did they feel about what they read?
     
     
  • 81.
  • 82. Step 11
    Tweak your Strategy
  • 83. Tweak your Strategy:
    Constantly refine your strategy and tactics:
    • Evaluate your metrics
    • 84. Evaluate the content and frequency
    • 85. Evaluate the landscape and tools
    • 86. Trends come and go
    • 87. Be nimble and adaptive
    • 88. Consider your budget and time
    • 89. Continue to identify key influencers
     
  • 90. Examples of Brands Using Digital &
    Mobile Media
  • 91. For Rent Media Solutions
  • 92.
  • 93.
  • 94. “If Only Your Apartment Furniture Could Talk”Video Contest
    20%
    boost in college age visitors to site
    Direct navigation increased
    57%
  • 95. Pet Pads Unleashed
    Results:
    560 photos submitted, 2,500+ votes, 300+ new Facebook Fans, 17,000+ pageviews and 2,700 photo views, and 17,000+ photo views on Flickr
  • 96. Facebook “Like” Contest
    1,000+ New “Likes”
  • 97. YouTube is the second largest search engine
  • 98. Online Video
    • 5,000+ videos
    • 99. Nearly 45,000 channel views
    • 100. Nearly 90 playlists
    • 101. 100 videos with annotation players
  • Optimized Videos
  • 102. YouTube Search
  • 103. Video: Integrated into SERP’s
  • 104. Foster retention and engagement among current fans, resulting in brand loyalty.
    Fan Acquisition
  • 105. Drive “Likes" & Awareness
  • 106. Drive “Likes" & Awareness
  • 107.
  • 108. Foursquare: Location-Based-Marketing
    This “check-in” notification can also be cross promoted on Facebook and Twitter.
  • 109. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds.
    Engagement
  • 110. Dynamic Rich Media
  • 111. Mix Media
  • 112. Engaging Outdoor
  • 113. Photos & Video
  • 114. Marketplace on Facebook
  • 115. Give users the chance
    to weigh in & provide insight.
    Market Research
  • 116. Polls, Surveys & Quizzes
  • 117. Twitter Search
  • 118. LinkedIn for Prospecting
  • 119. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.
    Drive Sales
  • 120. Specials, Coupons & Offers
  • 121. Reward Programs
    =
  • 122. Email & Mobile Sign Up
  • 123. Increase Event Participation
  • 124. Engage with users using social media
    to recruit and source talent.
    Recruiting & Hiring
  • 125. Recruiting & Hiring
  • 126. Tips & Advice
  • 127. Allocating Resources
    Assign internal social media guru
    Determine budget
    Establish policies and guidelines internally
    Leverage existing content
    Integrate with traditional marketing
    Use tracking and syndication tools
    Get employees and clients involved
  • 128. General Lessons Learned
    Your viewers want to help – just give them incentive
    Content is king and contacts are queen – make connections with your brand advocates
    Image posts are more engaging as measured by fan responses, likes and shares than video or text
    One media or one profile is not enough to see the effects
    With depleted resources you must be creative
    Top management must be on board
    Everyone needs to work together
    Set realistic goals and don’t expect overnight results
    Respond to customer service issues within three hours
    It’s ok to fail
    Have fun
  • 129. Social Media Checklist
    • Look contacts up in the relevant places and spaces
    • 130. Create an account on networks and sites where you find your clients, prospects, partners and influencers
    • 131. LISTEN to what’s on top of their mind – think beyond your product sale
    • 132. Be approachable, let your connections know how to connect with you
    • 133. Share your thoughts, interests – get social
    • 134. Measure results and track your brand mentions
    • 135. Tell your colleagues what you learn from your clients and prospects – encourage them to also listen and learn
    • 136. Help your clients and prospects with helpful links and information
    • 137. Stay focused on the people who are RELEVANT to you – otherwise you get distracted and spend 24 hours per day browsing around
    • 138. DO NOT waste your time and be sure to follow your
    business objectives
  • 139. …& always remember
    Fair Housing!
  • 140. Stay Connected with Trends
    http://mashable.com/
    http://www.socialmediatoday.com/
    http://www.techcrunch.com/
    http://technorati.com/
    http://www.hubspot.com/
    http://www.delicious.com/
    http://digg.com/news
    http://www.stumbleupon.com/
    http://www.reddit.com/
    http://slashdot.org/
    http://www.propeller.com/
    http://www.killerstartups.com/
  • 141. Follow Me
    slideshare.net/ericacampbell
    @ericacampbell
    linkedin.com/in/ericawcampbell
    facebook/ericawcampbell
    blog.forrent.com
  • 142. Contact
    John Ragudo
    John.Ragudo@forrent.com
    Susan Taylor
    Susan.Taylor@forrent.com
  • 143. Q&A
  • 144. http://www.flickr.com/photos/markkenny/4612192724/
    http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/
    http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/
    http://www.flickr.com/photos/scarlet-ortiz/2908128232/
    http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho
    http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/
    http://www.flickr.com/photos/sparktography/2485147794/
    http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/
    http://robertallen.com/blog/?cat=12
    http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/
    http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/
    Photo Credits