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ODU Internet Marketing Class: Leveraging Social Media Marketing

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Erica Campbell was a Guest Lecturer for Old Dominion University's Internet Marketing Class on 4/7/2011. She spoke on integrated marketing strategies and how online social networking sites have …

Erica Campbell was a Guest Lecturer for Old Dominion University's Internet Marketing Class on 4/7/2011. She spoke on integrated marketing strategies and how online social networking sites have revolutionized the way people interact with each other and gather information.

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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.
  • 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
  • Create a hashtag for people to follow the conversation during the event & set up a Twitter fountain
  • 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. Old Dominion University
      Internet Marketing Class:
      Leveraging Social Media Marketing
      Erica Campbell
      Director of Marketing
      For Rent Media Solutions
    • 2. Agenda
      Did you know?
      Benefits of social media
      How ForRent.com is using social media
      Examples of brands using social media
      Tips & advice
    • 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. Average family phone call today
    • 7. 50 million tweets per day — that's an average of 600 tweets per second
      Source: Twitter Blog
    • 8. YouTube is the second largest search engine
    • 9. 99% of companies use social media for recruitment
      Source: Survey by OSCAR, talential, squeaker.net usage
    • 10. If Facebook were a country, it would be the 3rd largest country in the world
      (behind China and India)
    • 11. 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
    • 12. 4 billion+ photos hosted & 4.8 million things were geotagged this month
      Source: Flickr
    • 13. People who use mobile devices are 50% more active on social sites
      4 mobile phones were sold for every
      PC sold in 2009
    • 14. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content
      Source:: MarketingVox and Nielsen BuzzMetrics
    • 15. Social media marketing spend will reach $3.1b in 2014
      Source: Forrester Research
    • 16.
    • 17. Social Media.
      It’s engagement. It’s brand awareness. It’s public relations. It’s listening. It’s loyalty-building. It’s responding. It’s customer service. It’s not always easy. It’s not about a campaign. It’s about a conversation.
      …& it’s NOT always about revenue.
    • 18. Benefits of
      Social Media
    • 19. Improve Branding & Establish the Brand of YOU
      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. How ForRent.com is Using Social Media
    • 22. Our Products
    • 23.
    • 24. 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
    • 25. Facebook “Like” Contest
      1,000+ New “Likes”
    • 26. Homes.com Ugly Sweater Contest
    • 27. Online Video
      • 5,000+ videos
      • 28. Nearly 45,000 channel views
      • 29. Nearly 90 playlists
      • 30. 100 videos with annotation players
    • Optimized Videos
    • 31. YouTube Search
    • 32. Video: Integrated into SERP’s
    • 33. Examples of Brands Using Social Media
    • 34. Foster retention and engagement among current fans, resulting in brand loyalty.
      Fan Acquisition
    • 35. Drive “Likes" & Awareness
    • 36. Drive “Likes" & Awareness
    • 37.
    • 38. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds.
      Engagement
    • 39. Dynamic Rich Media
    • 40. Mix Media
    • 41. Foursquare: Location-Based-Marketing
      This “check-in” notification can also be cross promoted on Facebook and Twitter.
    • 42. Engaging Outdoor
    • 43. Events
    • 44. Photos & Video
    • 45. Marketplace on Facebook
    • 46. Give users the chance
      to weigh in & provide insight.
      Market Research
    • 47. Polls, Surveys & Quizzes
    • 48. Twitter Search
    • 49. LinkedIn for Prospecting
    • 50. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.
      Drive Sales
    • 51. Specials, Coupons & Offers
    • 52. Reward Programs
      =
    • 53. Email & Mobile Sign Up
    • 54. Increase Event Participation
    • 55. Engage with users using social media
      to recruit and source talent.
      Recruiting & Hiring
    • 56. Recruiting & Hiring
    • 57. Tips & Advice
    • 58. Stay abreast marketing & technology trends
      Create & manage a personal LinkedIn account
      Join professional social networking groups
      Attend local marketing networking events
      Keep your resume updated
      Use Facebook privacy settings
      Subscribe to marketing newsletters & blogs
      Include your technology & social media consumption habits on your resume
      Tips & Advice
    • 59. 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/
    • 60. Join the HRAMA
      www.hrama.org
      http://www.facebook.com/HamptonRoadsAMA
    • 61.
    • 62. Follow Me
      slideshare.net/ericacampbell
      @ericacampbell
      linkedin.com/in/ericawcampbell
      facebook/ericawcampbell
      blog.forrent.com
    • 63. Q&A
    • 64. 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