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Foundations of aSuccessfulSocial Media Strategy                          Erica Campbell                      Director of S...
Agenda•   Social Media Landscape•   Strategy•   Facebook•   Photo & Video Sharing•   Microblogging•   Google+•   Ignition ...
SOCIAL MEDIALANDSCAPE
52 percent of a brand’s reputation can be attributed to how social it is online, according to global executives in a recen...
On Average, Facebook  fans spend an extra  $72 on products & are  41% more likely to  recommend products  vs. non-fans.Sou...
More than 955                                                                       million monthly                       ...
The mobile PC category ispoised to soar from 347 millionunits in 2012 to more than 809million by 2017                   Ph...
Social Media Is Becoming More Influential At EachPhase Of The Connected World
Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
Consumers are Engaged inSocial Commerce on Facebook                               Facebook Users in US                    ...
Two Giant Sources of Traffic
Changing HowConsumers Consume Information
STRATEGY
Search Marketing             Social Marketing Find New Customers          Market Through Your   (Active Seekers)          ...
Product Development               Marketing         Online Presence                          • Lead Generation • Feedback ...
•   Increase brand awareness, reach & retention•   Increase website traffic•   Humanize your voice•   Recruiting & hiring•...
Create a Center of ExcellencePhoto: Mashable
• Passion• Social media savvy• Enthusiasm• Good communicator &  writer• Knowledge of brand touch  points• Good technical s...
• What is your mission statement,  brand position or brand promise?• What is your brand personality?• What is your brand i...
Paid, Earned & Owned Media
Develop a Content Calendar
“A social media policy shouldnot only protect the company, but should also encourage    employee ownership.”    ~Jeremiah ...
Provide Great                       ServiceLearn from                                   ProactivelyReviews &              ...
• Create a SWOT analysis• Monitor online feedback and  conversations via tools like  Google Alerts & For Rent’s  Reputatio...
Executive Report. An Executive Report, emailedweekly, breaks down how your business is faring inonline conversations.Visib...
Reputation Management
Converting Negativityinto Opportunity
Develop Internal & External                              Brand AmbassadorsPhoto: eneverconsulting.com
Fuel growth & visibility       Spark & join conversations     Enlist community of fansEstablish authentic presence        ...
So let’s talk tools(This is where I turn you all into geeks)
FACEBOOK
•Not the Same as a Website• Be Human & Authentic• For Your Residents• For Prospects• Get a Vanity URLwww.facebook.com/user...
Capture Your Brand inYour Cover Photo
Capture Your Brand inYour Cover Photo
Use Bold Visuals
Use Bold Visuals
Showcase Your Fans
Brand the Apps
Use Milestones forStorytelling
Use Milestones forStorytelling
Create Photo Albums
• Recruit Residents  • On Your Website  • In Your Emails  •In Your Office  • Email Signatures  • Brochures/Print  • Door H...
Fan Acquisition
„Like‟ Contest
Visually CompellingPosts Win
Research suggests posting at 7am,                           11am, 3pm, 5pm, and 11pm but                           continu...
Give Fans Exclusive Access
@ Tag Businesses   Partnership Marketing: DesignConcierge Services & Green Partners                                       ...
Status Update GiveawayPhrase that Pays Caption Contest                                   Promotions & Sweepstakes
Fill-in-the-blank postsgenerate about 90% moreengagement than theaverage post.    Fill-In-The-Blank Posts                 ...
Posts that end with                   a question have a                   15% higher                   engagement rate.   ...
Posts including a photoalbum, a picture or a videogenerate about 180%,120%, and 100% moreengagement than theaverage post, ...
“Pin” a post to thetop of the Page, sothat it is the first thingusers see upon arrivalfor a 7-day period.                  ...
Star Stories
Create an Event
Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user’s emailor ...
Capture Emails
Facebook Chat
Facebook Apps
PHOTO & VIDEOSHARING
More than 10 million                monthly unique                visitors with more                than 20 million       ...
Pin From Your Website &Add Links in Description
Create an Event Board &Video Library Board
Create a Hashtag
Engage With Others
Pinterest Facebook App
Host a Contest
Instagram Account
Instagram Facebook App
Instagram Contest
Flickr Account
Tumblr Account
Post Event Eblast
Create eBooks
YouTube Account
Video SEO
YouTube Playlists
YouTube Facebook App
MICROBLOGGING
Create a Twitter Profile &Hashtag
Create & claim yourapartment & allow residents       Location-Basedto “check-in”. Provide a          Social Networksrotati...
Twitter Chats/ Live Q&A
Twitter Party
Contests, Incentives &Provide Value
GOOGLE+
Create a Google+ Account
Google+ Hangout
Offer Exclusive Content
Distribute a Survey/Poll
IGNITION POINTS
Ignition Points1.  Start your search for your social media ambassador.2.  Decide on the themes for your content, create a ...
FRSocial   Manage your social media through a           suite of tools designed to enhance           audience engagement, ...
Follow Me
Q&A
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
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Foundations of a Successful Social Media Strategy

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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.
  • Craig
  • 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.
  • Transcript of "Foundations of a Successful Social Media Strategy "

    1. 1. Foundations of aSuccessfulSocial Media Strategy Erica Campbell Director of Social Media For Rent Media Solutions & Homes.com @ericacampbell
    2. 2. Agenda• Social Media Landscape• Strategy• Facebook• Photo & Video Sharing• Microblogging• Google+• Ignition Points http://bit.ly/SuccessfulSocialMediaStrategy
    3. 3. SOCIAL MEDIALANDSCAPE
    4. 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. 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. 6. More than 955 million monthly active users & more than 543 million mobile monthly active users as of June 20, 2012.Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com
    7. 7. The mobile PC category ispoised to soar from 347 millionunits in 2012 to more than 809million by 2017 Photo: agbeat.com, Source: NPD DisplaySearch
    8. 8. Social Media Is Becoming More Influential At EachPhase Of The Connected World
    9. 9. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
    10. 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. 11. Two Giant Sources of Traffic
    12. 12. Changing HowConsumers Consume Information
    13. 13. STRATEGY
    14. 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. 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. 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. 17. Create a Center of ExcellencePhoto: Mashable
    18. 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. 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. 20. Paid, Earned & Owned Media
    21. 21. Develop a Content Calendar
    22. 22. “A social media policy shouldnot only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
    23. 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. 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. 25. Executive Report. An Executive Report, emailedweekly, breaks down how your business is faring inonline conversations.Visibility. Find out which search engines, local reviewsites, and web directories have listings for yourbusiness, and which ones youre missing.Mentions. A mention is any place on the web whereyour business appears.Social. Tracks the growth of your social mediaaudience over time . It tracks your Facebook likes,your Twitter followers and your Foursquare checkins.Competition. The Share of Voice graph shows howprominently your business turns up in local searchresults compared to your competitors.Sentiment Trending & Analysis. ReputationIntelligence is clever enough to automatically figureout whether a story or comment about your businessis positive or negative, and show you how thosesentiments are changing over time.Reviews. On one page you can browse all thereviews of your business from sites like Yelp andCitysearch. Reputation Management
    26. 26. Reputation Management
    27. 27. Converting Negativityinto Opportunity
    28. 28. Develop Internal & External Brand AmbassadorsPhoto: eneverconsulting.com
    29. 29. Fuel growth & visibility Spark & join conversations Enlist community of fansEstablish authentic presence How To Get Started
    30. 30. So let’s talk tools(This is where I turn you all into geeks)
    31. 31. FACEBOOK
    32. 32. •Not the Same as a Website• Be Human & Authentic• For Your Residents• For Prospects• Get a Vanity URLwww.facebook.com/username Polish Your Page
    33. 33. Capture Your Brand inYour Cover Photo
    34. 34. Capture Your Brand inYour Cover Photo
    35. 35. Use Bold Visuals
    36. 36. Use Bold Visuals
    37. 37. Showcase Your Fans
    38. 38. Brand the Apps
    39. 39. Use Milestones forStorytelling
    40. 40. Use Milestones forStorytelling
    41. 41. Create Photo Albums
    42. 42. • Recruit Residents • On Your Website • In Your Emails •In Your Office • Email Signatures • Brochures/Print • Door Hangers Promote Your Pagehttp://developers.facebook.com/docs/plugins/
    43. 43. Fan Acquisition
    44. 44. „Like‟ Contest
    45. 45. Visually CompellingPosts Win
    46. 46. 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
    47. 47. Give Fans Exclusive Access
    48. 48. @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners Deliver Value
    49. 49. Status Update GiveawayPhrase that Pays Caption Contest Promotions & Sweepstakes
    50. 50. Fill-in-the-blank postsgenerate about 90% moreengagement than theaverage post. Fill-In-The-Blank Posts Source: Facebook
    51. 51. Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
    52. 52. Posts including a photoalbum, a picture or a videogenerate about 180%,120%, and 100% moreengagement than theaverage post, respectively. Emphasize on Visualization
    53. 53. “Pin” a post to thetop of the Page, sothat it is the first thingusers see upon arrivalfor a 7-day period. „Pin‟ a Post
    54. 54. Star Stories
    55. 55. Create an Event
    56. 56. Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user’s emailor mobile device. Offer Post
    57. 57. Capture Emails
    58. 58. Facebook Chat
    59. 59. Facebook Apps
    60. 60. PHOTO & VIDEOSHARING
    61. 61. 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
    62. 62. Pin From Your Website &Add Links in Description
    63. 63. Create an Event Board &Video Library Board
    64. 64. Create a Hashtag
    65. 65. Engage With Others
    66. 66. Pinterest Facebook App
    67. 67. Host a Contest
    68. 68. Instagram Account
    69. 69. Instagram Facebook App
    70. 70. Instagram Contest
    71. 71. Flickr Account
    72. 72. Tumblr Account
    73. 73. Post Event Eblast
    74. 74. Create eBooks
    75. 75. YouTube Account
    76. 76. Video SEO
    77. 77. YouTube Playlists
    78. 78. YouTube Facebook App
    79. 79. MICROBLOGGING
    80. 80. Create a Twitter Profile &Hashtag
    81. 81. Create & claim yourapartment & allow residents Location-Basedto “check-in”. Provide a Social Networksrotating set of special offers.
    82. 82. Twitter Chats/ Live Q&A
    83. 83. Twitter Party
    84. 84. Contests, Incentives &Provide Value
    85. 85. GOOGLE+
    86. 86. Create a Google+ Account
    87. 87. Google+ Hangout
    88. 88. Offer Exclusive Content
    89. 89. Distribute a Survey/Poll
    90. 90. IGNITION POINTS
    91. 91. 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.9. View the presentation here: http://bit.ly/SuccessfulSocialMediaStrategy10. Contact your local Account Executive to discuss our Social Media offering
    92. 92. FRSocial Manage your social media through a suite of tools designed to enhance audience engagement, reputation management, resident retention and drive LEADS™. Reputation Management Features
    93. 93. Follow Me
    94. 94. Q&A

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