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Foundations of a Successful Social Media Strategy


This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes. …

This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.

Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.

Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.

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  • Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
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  • Create a pinboard that features the bestphotos and video footage of the annualevent you host to help you generate buzzand promote the next one. You can create a “Behind TheScenes” board that features a lot of picturesfrom events that we have hosted.
  • Foursquare is a location-based social networking website for mobile devices, such as smartphones. Users "check in" at venues, keep up with friends, discover what's nearby, save money and unlock rewards.


  • 1. Foundations of aSuccessfulSocial Media Strategy Erica Campbell Director of Social Media For Rent Media Solutions & @ericacampbell
  • 2. Agenda• Social Media Landscape• Strategy• Facebook• Photo & Video Sharing• Microblogging• Google+• Ignition Points
  • 4. 52 percent of a brand’s reputation can be attributed to how social it is online, according to global executives in a recent study.Source: Weber Shandwick &Forbes Insights 2011 Flickr: Creative Commons Mavis
  • 5. On Average, Facebook fans spend an extra $72 on products & are 41% more likely to recommend products vs. non-fans.Source: Knowledge Networks Flickr: Creative Commons Owenbrown
  • 6. More than 955 million monthly active users & more than 543 million mobile monthly active users as of June 20, 2012.Source: Facebook, Photo:
  • 7. The mobile PC category ispoised to soar from 347 millionunits in 2012 to more than 809million by 2017 Photo:, Source: NPD DisplaySearch
  • 8. Social Media Is Becoming More Influential At EachPhase Of The Connected World
  • 9. Source: 1, 2, 3
  • 10. Consumers are Engaged inSocial Commerce on Facebook Facebook Users in US 138 Million Shared Product 35 Million (1 out of 4) 25% Asked for Recommendation 19% 26 Million (1 out of 5) 16% Driven to Purchase 22 Million (1 out of 6) Source: Social Commerce IQ
  • 11. Two Giant Sources of Traffic
  • 12. Changing HowConsumers Consume Information
  • 13. STRATEGY
  • 14. Search Marketing Social Marketing Find New Customers Market Through Your (Active Seekers) Existing Customers Drive Clicks & Leads Drive Retention & ReferralsGoogle DNA: Algorithmic Facebook DNA: Human Time to Learn a New Game
  • 15. Product Development Marketing Online Presence • Lead Generation • Feedback • Message Reach • Ratings & Reviews • Early Warning • Brand Reputation • Communities • New Product Ideation • Rich Media • Customer Stories • Influence Sales Customer Service HR/Legal• Leads & Referrals • Listening • Recruitment• Collaboration • Retention • Overall Counsel• Thought Leadership • OutreachA tool to be leveragedacross the fabric of thecompany: differentfunctions, uses and values Get Organized
  • 16. • Increase brand awareness, reach & retention• Increase website traffic• Humanize your voice• Recruiting & hiring• Provide thought leadership & credibility• Effectively market promotions, specials & events• Manage you reputation• Improve search engine rankings• Establish partnerships• Build additional value Define Objectives & Goals
  • 17. Create a Center of ExcellencePhoto: Mashable
  • 18. • Passion• Social media savvy• Enthusiasm• Good communicator & writer• Knowledge of brand touch points• Good technical skills with computers and online applications• Willingness to take on the time commitment required Recruit Superfans
  • 19. • 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 contentDevelop a Content Strategy &Choose Your Social Identity
  • 20. Paid, Earned & Owned Media
  • 21. Develop a Content Calendar
  • 22. “A social media policy shouldnot only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
  • 23. Provide Great ServiceLearn from ProactivelyReviews & Seek OutComments Issues Respond to Find Negative Negative Reviews & Reviews & Comments Comments Reputation Management Cycle: Have a Plan
  • 24. • Create a SWOT analysis• Monitor online feedback and conversations via tools like Google Alerts & For Rent’s Reputation Management Platform• Respond to customer feedback• Distribute customer feedback internally• Incorporate customer ideas into process or product improvements• Reward customers whose ideas you use Listen
  • 25. Converting Negativityinto Opportunity
  • 26. Develop Internal & External Brand AmbassadorsPhoto:
  • 27. Fuel growth & visibility Spark & join conversations Enlist community of fansEstablish authentic presence How To Get Started
  • 28. So let’s talk tools(This is where I turn you all into geeks)
  • 29. FACEBOOK
  • 30. •Not the Same as a Website• Be Human & Authentic• For Your Residents• For Prospects• Get a Vanity Polish Your Page
  • 31. Capture Your Brand inYour Cover Photo
  • 32. Capture Your Brand inYour Cover Photo
  • 33. Use Bold Visuals
  • 34. Use Bold Visuals
  • 35. Showcase Your Fans
  • 36. Brand the Apps
  • 37. Use Milestones forStorytelling
  • 38. Use Milestones forStorytelling
  • 39. Create Photo Albums
  • 40. • Recruit Residents • On Your Website • In Your Emails •In Your Office • Email Signatures • Brochures/Print • Door Hangers Promote Your Page
  • 41. Fan Acquisition
  • 42. „Like‟ Contest
  • 43. Visually CompellingPosts Win
  • 44. Research suggests posting at 7am, 11am, 3pm, 5pm, and 11pm but continue to test. Frequency is king but don’t overwhelm your fans. Timing of Posts Timing of PostsSource: Buddy Media 2011
  • 45. Give Fans Exclusive Access
  • 46. @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners Deliver Value
  • 47. Status Update GiveawayPhrase that Pays Caption Contest Promotions & Sweepstakes
  • 48. Fill-in-the-blank postsgenerate about 90% moreengagement than theaverage post. Fill-In-The-Blank Posts Source: Facebook
  • 49. Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
  • 50. Posts including a photoalbum, a picture or a videogenerate about 180%,120%, and 100% moreengagement than theaverage post, respectively. Emphasize on Visualization
  • 51. “Pin” a post to thetop of the Page, sothat it is the first thingusers see upon arrivalfor a 7-day period. „Pin‟ a Post
  • 52. Star Stories
  • 53. Create an Event
  • 54. Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user’s emailor mobile device.Share registration offers. Offer Post
  • 55. Capture Emails
  • 56. Facebook Chat
  • 57. Facebook Apps
  • 59. More than 10 million monthly unique visitors with more than 20 million users 68% of Pinterest users are women, and 28.1% of users have an average household income of over $100,000. Pinterest AccountSource: Modea
  • 60. Pin From Your Website &Add Links in Description
  • 61. Create an Event Board &Video Library Board
  • 62. Create a Hashtag
  • 63. Engage With Others
  • 64. Pinterest Facebook App
  • 65. Host a Contest
  • 66. Instagram Account
  • 67. Instagram Facebook App
  • 68. Instagram Contest
  • 69. Flickr Account
  • 70. Tumblr Account
  • 71. Post Event Eblast
  • 72. Create eBooks
  • 73. YouTube Account
  • 74. Video SEO
  • 75. YouTube Playlists
  • 76. YouTube Facebook App
  • 78. Create a Twitter Profile &Hashtag
  • 79. Create & claim yourapartment & allow residents Location-Basedto “check-in”. Provide a Social Networksrotating set of special offers.
  • 80. Twitter Chats/ Live Q&A
  • 81. Twitter Party
  • 82. Contests, Incentives &Provide Value
  • 83. GOOGLE+
  • 84. Create a Google+ Account
  • 85. Google+ Hangout
  • 86. Offer Exclusive Content
  • 87. Distribute a Survey/Poll
  • 89. Ignition Points1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & make the promise to post.3. Combine social media with traditional marketing & promotions.4. Create a cohesive branded look for all social profile skins.5. Create some videos & upload photos.6. Promote events, specials & promotions on social media networks.7. Select a unique hashtag.8. Launch a contest.
  • 90. Follow Me
  • 91. Q&A