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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