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, 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 “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
  • CHPA 2011 Advanced Integrated New Media Strategies

    1. 1. Advanced Integrated New Media Strategies: Building Great Brands in the Age of Digital and Mobile Media<br />Erica Campbell<br />Director of Marketing<br />For Rent Media Solutions<br />
    2. 2. Agenda<br />Did you know?<br />Benefits of Social Media<br />11 Steps for building a great brand using a new media strategy<br />Examples of brands using digital and mobile media<br />Tips and resources <br />
    3. 3. Did you know?<br />
    4. 4. Over 50% of the world’s population is under 30 years old<br />Source: US Census Bureau<br />
    5. 5. 96% of Millennials have joined a social networking site<br />Source: Mr. Youth and RepNation Media (April 2008)<br />
    6. 6.
    7. 7. Average family phone call today<br />
    8. 8. 50 million tweets per day — that's an average of 600 tweets per second<br />Source: Twitter Blog<br />
    9. 9. YouTube is the second largest search engine<br />
    10. 10. 99% of companies use social media for recruitment <br />Source: Survey by OSCAR, talential, usage<br />
    11. 11. If Facebook were a country, it would be the 3rd largest country in the world <br />(behind China and India) <br />
    12. 12. Russia has a population of 142M. That’s not even half of Facebook’s user base<br />Facebook has more users than there are people in the U.S. <br />Source: Facebook<br />
    13. 13. 4 billion+ photos hosted & 4.8 million things were geotagged this month<br />Source: Flickr<br />
    14. 14. People who use mobile devices are 50% more active on social sites<br />4 mobile phones were sold for every<br />PC sold in 2009<br />
    15. 15. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content<br />Source:: MarketingVox and Nielsen BuzzMetrics<br />
    16. 16. Social media marketing spend will reach $3.1b in 2014<br />Source: Forrester Research<br />
    17. 17.
    18. 18. Benefits of <br />Social Media<br />
    19. 19. Improve Branding<br />Increase Traffic & Boost SEO<br />Discover the Influencers<br />Build Loyal Advocates<br />Encourage Referrals <br />Manage your Online Reputation<br />Provide Customer Service & Gain Feedback<br />Create Buzz<br />Benefits of Social Media<br />
    20. 20. Recommendations Build Trust<br />Nearly one-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.1<br />91% say consumer reviews are the #1 aid to buying decisions2<br />87% trust a friend’s recommendation over critic's review3<br />Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions 4<br />By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5<br />Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media<br />
    21. 21. Bob travels to Houston and posts a video to his Facebook profile<br />1<br />2<br />Mike sees the video while planning a trip to Houston<br />3<br />Mike likes the video a lot and puts it on his blog, it is seen by his 1300 daily readers<br />
    22. 22.
    23. 23. 11 Steps for Building a Great Brand Using a New Media Strategy<br />
    24. 24. 11 Steps for Building a Great Brand Using a New Media Strategy<br />Listen<br />Develop Internal Resources<br />Define Objectives & Goals <br />Identify the Landscape<br />Discover the Influencers<br />Develop a Content Strategy <br />Select your Channels & Tools<br />Publish & Integrate your Content<br />Engage your Customers & Critics<br />Measure your Results <br />Tweak your Strategy <br />
    25. 25. Step 1<br />Listen<br />
    26. 26. Listen:<br />Monitor and protect your brand on the Internet<br /> using these tools:<br />Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis<br />Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter<br />Facebook: Facebook Insights, SocialOomph <br />Video Sharing Sites: YouTube Insights, YouTube Comment Alerts<br />Paid Services: Nielsen BuzzMetrics, Radian6<br />
    27. 27.
    28. 28. Listen: Community Chatter<br />Do you care?<br />Will you respond?<br />Will you apologize?<br />Will you rebut?<br />Who will be in charge of responding, apologizing and rebutting? <br />
    29. 29. Social Media Training<br />Step 2<br />Develop Internal<br />Resources<br />
    30. 30. Develop Internal Resources:<br />Publish and Distribute a New Media Policy<br />When are your employees your employees?<br />Are you responsible for their actions when they are “on the clock”? <br />Are you responsible for their actions when they are on their own time?<br />Consider your audience and be authentic<br />Remember to protect proprietary and confidential information <br />Develop a Training Program<br />What training are you going to provide for your employees?<br />Proper use of your social media<br />Proper use of social media in their lives<br />
    31. 31. Friending your manager on Facebook and then complaining about your job can get you fired<br />
    32. 32.
    33. 33. “<br />There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.<br />~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics<br />”<br />
    34. 34. The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply…<br />Use the logo!<br />
    35. 35. Remember Fair Housing<br />Do not suggest “any preference, limitation or decimation” based on:<br />Race <br />Color<br />Religion<br />Sex<br />Disability<br />Familial Status<br />National Origin<br />
    36. 36. Step 3<br />Define Objectives<br /> & Goals<br />
    37. 37. Define Objectives & Goals: <br />Increase Brand Awareness: Create a general hype & enhance a product or service<br />Increase Reach: Broaden reach of core company's target audience<br />Generate Leads & Data: Improve referrals & retention<br />Gain Content or Consumer Insight: Repurpose for future marketing initiatives <br />Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition <br />Gain Competitive Edge: Offset new competition <br />
    38. 38. Step 4<br />Identify the Landscape <br />
    39. 39. Identify the Landscape: <br />Where are your consumers engaging <br />with your brand?<br />Online searches<br />Social networks and video/photo sharing sites<br />Mobile websites and apps<br />Email<br />Outdoor<br />Print media<br />Review sites and local business sites:, Foursquare,,, <br />ASK THEM<br />
    40. 40. Step 5<br />Discover the Influencers<br />
    41. 41. Discover the Influencers: <br />Here are some tips on how to identify them:<br />Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters?<br />Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys<br />Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?<br />Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates<br />
    42. 42. Step 6<br />Develop a Content Strategy<br />
    43. 43. Develop a Content Strategy: <br />Things to consider in your strategy:<br />What is your mission statement, brand position or brand promise?<br />What is your brand personality?<br />What is your brand identity?<br />What differentiates your brand?<br />What is your company story?<br />What do want your customer experience to feel like? <br />Identify types of content<br />
    44. 44. Use the power of storytelling and information to market your ideas <br />
    45. 45. Content strategies must be supported by tactics:<br />Strategy: Communicate<br />Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets<br />Strategy: Connect<br />Tactics: social networks, print, Internet, mobile, outdoor, radio, TV<br />Strategy: Collect/Categorize<br />Tactics: social bookmarks<br />Strategy: Customize<br />Tactics: RSS, Widgets, Share <br />Strategy: Conversation<br />Tactics: comments, Q&A sites, reviews, forums <br />
    46. 46. Step 7<br />Select your Channels & Tools<br />
    47. 47. Select your Channels & Tools: <br />Connect them to your goals and objectives:<br />Increase brand awareness and reach: Facebook, Twitter, blogs, mobile, email, video sharing sites, print, TV, radio, outdoor<br />Humanize your voice: YouTube, Flickr<br />Provide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sites<br />Improve search engine rankings: Facebook, Twitter, YouTube, RSS, blogs<br />Improve sales/services/retention: Email, surveys, social networks, online communities<br />
    48. 48. Step 8<br />Promote & Seed your Content<br />
    49. 49. Promote & Seed your Content: <br />Have an integrated strategy<br /><ul><li>Print
    50. 50. Internet
    51. 51. Email
    52. 52. Display Ads
    53. 53. Video sharing sites
    54. 54. Photo sharing sites
    55. 55. Mobile
    56. 56. PR
    57. 57. Internal promotion
    58. 58. Blogs & Social networking sites
    59. 59. Social bookmarking sites
    60. 60. Outdoor
    61. 61. Radio
    62. 62. TV
    63. 63. On-Site
    64. 64. Contest & sweepstake sites
    65. 65. Blogger outreach</li></li></ul><li>Corporate Traveler Shopper Lifecycle<br />
    66. 66. Hello!<br />Step 9<br />Engage your Customers & Critics<br />
    67. 67. Engage your Customers & Critics: <br />Tips to help increase engagement:<br /><ul><li>Have a human voice
    68. 68. Vary content types and sources
    69. 69. Determine your frequency
    70. 70. Add value
    71. 71. Keep content timely
    72. 72. Post credible content
    73. 73. Offer incentives and reward customers
    74. 74. Ask for feedback
    75. 75. Encourage re-posting </li></li></ul><li>Step 10<br />Measure your Results<br />
    76. 76. Measure your Results: <br />Categorize your metrics:<br /><ul><li>Reach- how far and wide your messages spread
    77. 77. Impact- how your efforts change consumers’ actions or opinions
    78. 78. Quantity- how many consumers interact with your initiatives
    79. 79. Quality- strength and depth of consumers’ interactions with your initiatives
    80. 80. Sentiment-how did they feel about what they read?</li></ul> <br /> <br />
    81. 81.
    82. 82. Step 11<br />Tweak your Strategy<br />
    83. 83. Tweak your Strategy: <br />Constantly refine your strategy and tactics:<br /><ul><li>Evaluate your metrics
    84. 84. Evaluate the content and frequency
    85. 85. Evaluate the landscape and tools
    86. 86. Trends come and go
    87. 87. Be nimble and adaptive
    88. 88. Consider your budget and time
    89. 89. Continue to identify key influencers</li></ul> <br />
    90. 90. Examples of Brands Using Digital & <br />Mobile Media<br />
    91. 91. For Rent Media Solutions<br />
    92. 92.
    93. 93.
    94. 94. “If Only Your Apartment Furniture Could Talk”Video Contest<br />20%<br />boost in college age visitors to site<br />Direct navigation increased<br />57%<br />
    95. 95. Pet Pads Unleashed<br />Results:<br />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<br />
    96. 96. Facebook “Like” Contest<br />1,000+ New “Likes”<br />
    97. 97. YouTube is the second largest search engine<br />
    98. 98. Online Video<br /><ul><li>5,000+ videos
    99. 99. Nearly 45,000 channel views
    100. 100. Nearly 90 playlists
    101. 101. 100 videos with annotation players </li></li></ul><li>Optimized Videos<br />
    102. 102. YouTube Search<br />
    103. 103. Video: Integrated into SERP’s<br />
    104. 104. Foster retention and engagement among current fans, resulting in brand loyalty.<br />Fan Acquisition<br />
    105. 105. Drive “Likes" & Awareness<br />
    106. 106. Drive “Likes" & Awareness<br />
    107. 107.
    108. 108. Foursquare: Location-Based-Marketing<br />This “check-in” notification can also be cross promoted on Facebook and Twitter.<br />
    109. 109. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds.<br />Engagement<br />
    110. 110. Dynamic Rich Media<br />
    111. 111. Mix Media<br />
    112. 112. Engaging Outdoor<br />
    113. 113. Photos & Video<br />
    114. 114. Marketplace on Facebook<br />
    115. 115. Give users the chance <br />to weigh in & provide insight.<br />Market Research<br />
    116. 116. Polls, Surveys & Quizzes<br />
    117. 117. Twitter Search<br />
    118. 118. LinkedIn for Prospecting<br />
    119. 119. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.<br />Drive Sales<br />
    120. 120. Specials, Coupons & Offers<br />
    121. 121. Reward Programs<br />=<br />
    122. 122. Email & Mobile Sign Up<br />
    123. 123. Increase Event Participation<br />
    124. 124. Engage with users using social media<br /> to recruit and source talent.<br />Recruiting & Hiring<br />
    125. 125. Recruiting & Hiring<br />
    126. 126. Tips & Advice<br />
    127. 127. Allocating Resources<br />Assign internal social media guru <br />Determine budget<br />Establish policies and guidelines internally<br />Leverage existing content<br />Integrate with traditional marketing <br />Use tracking and syndication tools<br />Get employees and clients involved<br />
    128. 128. General Lessons Learned<br />Your viewers want to help – just give them incentive<br />Content is king and contacts are queen – make connections with your brand advocates<br />Image posts are more engaging as measured by fan responses, likes and shares than video or text<br />One media or one profile is not enough to see the effects <br />With depleted resources you must be creative<br />Top management must be on board<br />Everyone needs to work together<br />Set realistic goals and don’t expect overnight results<br />Respond to customer service issues within three hours<br />It’s ok to fail<br />Have fun<br />
    129. 129. Social Media Checklist<br /><ul><li>Look contacts up in the relevant places and spaces
    130. 130. Create an account on networks and sites where you find your clients, prospects, partners and influencers
    131. 131. LISTEN to what’s on top of their mind – think beyond your product sale
    132. 132. Be approachable, let your connections know how to connect with you
    133. 133. Share your thoughts, interests – get social
    134. 134. Measure results and track your brand mentions
    135. 135. Tell your colleagues what you learn from your clients and prospects – encourage them to also listen and learn
    136. 136. Help your clients and prospects with helpful links and information
    137. 137. Stay focused on the people who are RELEVANT to you – otherwise you get distracted and spend 24 hours per day browsing around
    138. 138. DO NOT waste your time and be sure to follow your </li></ul> business objectives<br />
    139. 139. …& always remember <br />Fair Housing!<br />
    140. 140. Stay Connected with Trends <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
    141. 141. Follow Me<br /><br />@ericacampbell<br /><br />facebook/ericawcampbell<br /><br />
    142. 142. Contact<br />John Ragudo<br /><br />Susan Taylor<br /><br />
    143. 143. Q&A<br />
    144. 144.<br /> <br /><br /> <br /><br /> <br /> <br /> <br /> <br /><br /><br />Photo Credits<br />