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Old Dominion University Marketing 311 Class: Leveraging Social Media Marketing

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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
  • Oodlemakes up 5.7% of our total campaign click throughs which is second in all of our campaigns.
  • Cost is Low Return is high and the level of involvement is highFacebook Photo Contest StatsTotal Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196Total Wall Likes Related to the Contest: 39(contest time frame)Twitter Sweepstakes Stats100+ RT’s of the Tweet which included the RENT twitter handle name, FRC twitter handle name, the message and Hashtag #SaveonRENTThe ForRent.com Twitter profile saw a 35.5% increase in followers due to the sweepstake(Time frame Oct 14th-January 19th)
  • 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
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Create a hashtag for people to follow the conversation during the event & set up a Twitter fountain
  • 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
    Marketing 311 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. 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.
    If Facebook were a country, it would be the 3rd largest country in the world
    (behind China and India)
    Source: Facebook
  • 11. 4 billion+ photos hosted & 4.8 million things were geotagged this month
    Source: Flickr
  • 12. People who use mobile devices are 50% more active on social sites
    4 mobile phones were sold for every
    PC sold in 2009
  • 13. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content
    Source:: MarketingVox and Nielsen BuzzMetrics
  • 14. Social media marketing spend will reach $3.1b in 2014
    Source: Forrester Research
  • 15. 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.
  • 16.
    A conversation or experience shared between people, powered by technology and online tools

    Social: Human interaction
    Media: Vehicles to carry messages
  • 17. Benefits of
    Social Media
  • 18. Increase Brand Exposure & Site Traffic
    Encourage Referrals & Build Loyal Advocates
    Create Buzz for Events & Promotions
    Gain New Influentials
    Build Relationships
    Gain Customer & Market Insights
    Helps to Build the Brand of YOU
    Google Juice, Google Juice, Google Juice!
    Benefits of Social Media
  • 19. Social Media Influences
    Purchase Decisions
    91% say consumer reviews are the #1 aid to buying decisions1
    78% of consumers trust their peer recommendations
    Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions3
    26% of search results link to user-generated content4
    77% of prospects use reviews and ratings when shopping
    Source: 1 JC Williams Group, 2 Marketing Sherpa, 3 Jupiter research, 4Nielsen Buzz Metrics
  • 20. How ForRent.com is Using Social Media
  • 21. Our Products
  • 22.
  • 23. Social Bookmarking & RSS
    More than 100,000 lifetime shares
  • 24. OnlinePartnerships
  • 25. Facebook
  • 26. Facebook
  • 27. Online Video
  • 28. Online Video
    • 5,300+ videos
    • 29. More than 53,000 channel views
    • 30. Nearly 90 playlists
    • 31. 100 videos with annotation players
  • Optimized Videos
  • 32. YouTube Search
  • 33. Video: Integrated into SERP’s
  • 34. Consumer Contests
  • 35. “If Only Your Apartment Furniture Could Talk”Video Contest
    20%
    128,000 clicks to ForRent.com and the contest Web site
    boost in college age visitors to site
    Direct navigation increased
    57%
  • 36. “Ready2Move?”
    Video Contest
    79,000
    335,000
    335,000
    24,000
    Unique Visitors
    Pageviews
    Clicks to FRC
    Votes
    $216,000+ in free publicity
  • 37. Viva La Vie Boheme
    Photos Submitted: 32
    Photo Votes (Likes): 2,100
    Photo Comments: 388
    Wall Post Comments:196
    Wall Likes: 39
    Results:
  • 38. 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
  • 39. Homes.com Ugly Sweater Contest
  • 40. Homes.com Facebook $100 Daily Gift Card Giveaway
  • 41. Contest Comparison Matrix
  • 42. Mobile & Location –Based – Marketing
  • 43. Mobile
  • 44. Foursquare
    Primary: Let your friends know where you are and figure out where they are. When you walk into a bar or restaurant, apartment community or mall, you "check-in“ on your mobile device, and your friends will see where you are on a Foursquare map.
    Secondary: It's for collecting points, prize "badges," and eventually, coupons, for going about your everyday business.
  • 45. Foursquare: Location-Based-Marketing
    This “check-in” notification can also be cross promoted on Facebook and Twitter.
  • 46. Foursquare: Facebook and Twitter
  • 47. Outdoor
  • 48. Contest Billboards
  • 49.
  • 50. Events
  • 51. Events
  • 52. Events
  • 53. Examples of Brands Using Social Media
  • 54. Starbucks
  • 55.
  • 56.
  • 57. =
  • 58. Express
  • 59.
  • 60.
  • 61.
  • 62. Nine West
  • 63.
  • 64.
  • 65. Foster retention and engagement among current fans, resulting in brand loyalty.
    Fan Acquisition
  • 66. Drive "likes" & awareness
  • 67. Promotions, Contests & Giveaways
  • 68. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.
    Drive Sales
  • 69. Specials, Coupons & Offers
  • 70. Email & Mobile Sign Up
  • 71. Increase Donations
  • 72. Increase Event Participation
  • 73. Give users the chance
    to weigh in & provide insight.
    Market Research
  • 74. Polls, Surveys & Quizzes
  • 75. Customer Service, Feedback & Rewards
  • 76. Tips & Advice
  • 77. LinkedIn
  • 78. LinkedIn: Groups
  • 79. LinkedIn: Recruiting & Hiring
  • 80. Join the HRAMA
    www.hrama.org
  • 81. 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
  • 82. General Lessons Learned
    Your viewers want to help – just give them incentive
    Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions
    One media or one profile is not enough to see the effects
    With depleted resources you must be creative
    Top management must be on board
    Everyone needs to work together
    Set realistic goals and don’t expect overnight results
    Resolve to respond to customer service issues within three hours
    It’s ok to fail
    Have fun
  • 83. 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/
  • 84. Follow Me
    slideshare.net/ericacampbell
    @ericacampbell
    linkedin.com/in/ericawcampbell
    facebook/ericawcampbell
    blog.forrent.com
  • 85. Q&A
  • 86. 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