Old Dominion University <br />Marketing 311 Class: <br />Leveraging Social Media Marketing<br />Erica Campbell<br />Direct...
Agenda<br />Did you know?<br />Benefits of social media<br />How ForRent.com is using social media<br />Examples of brands...
 Did you know?<br />
Over 50% of the world’s population               is under 30 years old<br />Source: US Census Bureau<br />
96% of Millennials have joined a social networking site<br />Source: Mr. Youth and RepNation Media (April 2008)<br />
Average family phone call today<br />
50 million tweets per day — that's an average of 600 tweets per second<br />Source: Twitter Blog<br />
YouTube is the second largest search engine<br />
99% of companies use social media for recruitment <br />Source: Survey by OSCAR, talential, squeaker.net usage<br />
Russia has a population of 142M. That’s not even half of Facebook’s user base<br />Facebook has more users than there are ...
4 billion+ photos hosted & 4.8 million things were geotagged this month<br />Source: Flickr<br />
People who use mobile devices are 50% more active on social sites<br />4 mobile phones were sold for every<br />PC sold in...
25% of search results for the world’s Top 20 largest brands are linked to user-generated content<br />Source:: MarketingVo...
  Social media marketing spend will reach $3.1b in 2014<br />Source: Forrester Research<br />
Social Media.<br />	It’s engagement. It’s brand awareness. It’s public relations. It’s listening. It’s loyalty-building. I...
“<br />A conversation or experience shared between people, powered by technology and online tools<br />”<br />Social: Huma...
Benefits of <br />Social Media<br />
Increase Brand Exposure & Site Traffic<br />Encourage Referrals & Build Loyal Advocates <br />Create Buzz for Events & Pro...
Social Media Influences <br />Purchase Decisions<br />91% say consumer reviews are the #1 aid to buying decisions1<br />78...
How ForRent.com is Using Social Media<br />
Our Products<br />
Social Bookmarking & RSS<br />More than 100,000 lifetime shares <br />
OnlinePartnerships<br />
Facebook<br />
Facebook<br />
Online Video<br />
Online Video<br /><ul><li>5,300+ videos
 More than 53,000 channel views
 Nearly 90 playlists
100 videos with annotation players </li></li></ul><li>Optimized Videos<br />
YouTube Search<br />
Video: Integrated into SERP’s<br />
Consumer Contests<br />
“If Only Your Apartment Furniture Could Talk”Video Contest<br />20%<br />128,000 clicks to ForRent.com and the contest Web...
“Ready2Move?” <br />Video Contest<br />79,000<br />335,000<br />335,000<br />24,000<br />Unique Visitors<br />Pageviews<br...
Viva La Vie Boheme<br />Photos Submitted: 32<br />Photo Votes (Likes): 2,100<br />Photo Comments: 388<br />Wall Post Comme...
Pet Pads Unleashed<br />Results:<br />560 photos submitted, 2,500+ votes, 300+ new Facebook Fans, 17,000+ pageviews and 2,...
Homes.com Ugly Sweater Contest<br />
Homes.com Facebook $100 Daily Gift Card Giveaway<br />
Contest Comparison Matrix<br />
Mobile & Location –Based – Marketing<br />
Mobile<br />
Foursquare<br />Primary: Let your friends know where you are and figure out where they are. When you walk into a bar or re...
Foursquare: Location-Based-Marketing<br />This “check-in” notification can also be cross promoted on Facebook and Twitter....
Foursquare: Facebook and Twitter<br />
Outdoor<br />
Contest Billboards<br />
Events<br />
Events<br />
Events<br />
Examples of Brands Using Social Media<br />
Starbucks<br />
=<br />
Express<br />
Nine West<br />
Foster retention and engagement among current fans, resulting in brand loyalty.<br />Fan Acquisition<br />
Drive "likes" & awareness<br />
Promotions, Contests & Giveaways<br />
Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions...
Specials, Coupons & Offers<br />
Email & Mobile Sign Up<br />
Increase Donations<br />
Increase Event Participation<br />
Give users the chance <br />to weigh in & provide insight.<br />Market Research<br />
Polls, Surveys & Quizzes<br />
Customer Service, Feedback & Rewards<br />
 Tips & Advice<br />
LinkedIn<br />
LinkedIn: Groups<br />
LinkedIn: Recruiting & Hiring<br />
Join the HRAMA<br />www.hrama.org<br />
Stay abreast marketing & technology trends<br />Create & manage a personal LinkedIn account <br />Join professional social...
General Lessons Learned<br />Your viewers want to help – just give them incentive<br />Content is king and contacts are qu...
Stay Connected with Trends <br />http://mashable.com/<br />http://www.socialmediatoday.com/<br />http://www.techcrunch.com...
Follow Me<br />slideshare.net/ericacampbell<br />@ericacampbell<br />linkedin.com/in/ericawcampbell<br />facebook/ericawca...
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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 &amp; 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 &amp; 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 of "Old Dominion University Marketing 311 Class: Leveraging Social Media Marketing"

    1. 1. Old Dominion University <br />Marketing 311 Class: <br />Leveraging Social Media Marketing<br />Erica Campbell<br />Director of Marketing<br />For Rent Media Solutions<br />
    2. 2. Agenda<br />Did you know?<br />Benefits of social media<br />How ForRent.com is using social media<br />Examples of brands using social media<br />Tips & advice<br />
    3. 3. Did you know?<br />
    4. 4. Over 50% of the world’s population is under 30 years old<br />Source: US Census Bureau<br />
    5. 5. 96% of Millennials have joined a social networking site<br />Source: Mr. Youth and RepNation Media (April 2008)<br />
    6. 6. Average family phone call today<br />
    7. 7. 50 million tweets per day — that's an average of 600 tweets per second<br />Source: Twitter Blog<br />
    8. 8. YouTube is the second largest search engine<br />
    9. 9. 99% of companies use social media for recruitment <br />Source: Survey by OSCAR, talential, squeaker.net usage<br />
    10. 10. Russia has a population of 142M. That’s not even half of Facebook’s user base<br />Facebook has more users than there are people in the U.S.<br />If Facebook were a country, it would be the 3rd largest country in the world <br />(behind China and India) <br />Source: Facebook<br />
    11. 11. 4 billion+ photos hosted & 4.8 million things were geotagged this month<br />Source: Flickr<br />
    12. 12. People who use mobile devices are 50% more active on social sites<br />4 mobile phones were sold for every<br />PC sold in 2009<br />
    13. 13. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content<br />Source:: MarketingVox and Nielsen BuzzMetrics<br />
    14. 14. Social media marketing spend will reach $3.1b in 2014<br />Source: Forrester Research<br />
    15. 15. Social Media.<br /> 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.<br /> …& it’s NOT always about revenue.<br />
    16. 16. “<br />A conversation or experience shared between people, powered by technology and online tools<br />”<br />Social: Human interaction <br />Media: Vehicles to carry messages<br />
    17. 17. Benefits of <br />Social Media<br />
    18. 18. Increase Brand Exposure & Site Traffic<br />Encourage Referrals & Build Loyal Advocates <br />Create Buzz for Events & Promotions<br />Gain New Influentials <br />Build Relationships<br />Gain Customer & Market Insights<br />Helps to Build the Brand of YOU<br />Google Juice, Google Juice, Google Juice!<br />Benefits of Social Media<br />
    19. 19. Social Media Influences <br />Purchase Decisions<br />91% say consumer reviews are the #1 aid to buying decisions1<br />78% of consumers trust their peer recommendations<br />Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions3<br />26% of search results link to user-generated content4<br />77% of prospects use reviews and ratings when shopping<br />Source: 1 JC Williams Group, 2 Marketing Sherpa, 3 Jupiter research, 4Nielsen Buzz Metrics<br />
    20. 20. How ForRent.com is Using Social Media<br />
    21. 21. Our Products<br />
    22. 22.
    23. 23. Social Bookmarking & RSS<br />More than 100,000 lifetime shares <br />
    24. 24. OnlinePartnerships<br />
    25. 25. Facebook<br />
    26. 26. Facebook<br />
    27. 27. Online Video<br />
    28. 28. Online Video<br /><ul><li>5,300+ videos
    29. 29. More than 53,000 channel views
    30. 30. Nearly 90 playlists
    31. 31. 100 videos with annotation players </li></li></ul><li>Optimized Videos<br />
    32. 32. YouTube Search<br />
    33. 33. Video: Integrated into SERP’s<br />
    34. 34. Consumer Contests<br />
    35. 35. “If Only Your Apartment Furniture Could Talk”Video Contest<br />20%<br />128,000 clicks to ForRent.com and the contest Web site<br />boost in college age visitors to site<br />Direct navigation increased<br />57%<br />
    36. 36. “Ready2Move?” <br />Video Contest<br />79,000<br />335,000<br />335,000<br />24,000<br />Unique Visitors<br />Pageviews<br />Clicks to FRC<br />Votes<br />$216,000+ in free publicity<br />
    37. 37. Viva La Vie Boheme<br />Photos Submitted: 32<br />Photo Votes (Likes): 2,100<br />Photo Comments: 388<br />Wall Post Comments:196<br />Wall Likes: 39<br />Results:<br />
    38. 38. Pet Pads Unleashed<br />Results:<br />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<br />
    39. 39. Homes.com Ugly Sweater Contest<br />
    40. 40. Homes.com Facebook $100 Daily Gift Card Giveaway<br />
    41. 41. Contest Comparison Matrix<br />
    42. 42. Mobile & Location –Based – Marketing<br />
    43. 43. Mobile<br />
    44. 44. Foursquare<br />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. <br />Secondary: It's for collecting points, prize "badges," and eventually, coupons, for going about your everyday business. <br />
    45. 45. Foursquare: Location-Based-Marketing<br />This “check-in” notification can also be cross promoted on Facebook and Twitter.<br />
    46. 46. Foursquare: Facebook and Twitter<br />
    47. 47. Outdoor<br />
    48. 48. Contest Billboards<br />
    49. 49.
    50. 50. Events<br />
    51. 51. Events<br />
    52. 52. Events<br />
    53. 53. Examples of Brands Using Social Media<br />
    54. 54. Starbucks<br />
    55. 55.
    56. 56.
    57. 57. =<br />
    58. 58. Express<br />
    59. 59.
    60. 60.
    61. 61.
    62. 62. Nine West<br />
    63. 63.
    64. 64.
    65. 65. Foster retention and engagement among current fans, resulting in brand loyalty.<br />Fan Acquisition<br />
    66. 66. Drive "likes" & awareness<br />
    67. 67. Promotions, Contests & Giveaways<br />
    68. 68. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.<br />Drive Sales<br />
    69. 69. Specials, Coupons & Offers<br />
    70. 70. Email & Mobile Sign Up<br />
    71. 71. Increase Donations<br />
    72. 72. Increase Event Participation<br />
    73. 73. Give users the chance <br />to weigh in & provide insight.<br />Market Research<br />
    74. 74. Polls, Surveys & Quizzes<br />
    75. 75. Customer Service, Feedback & Rewards<br />
    76. 76. Tips & Advice<br />
    77. 77. LinkedIn<br />
    78. 78. LinkedIn: Groups<br />
    79. 79. LinkedIn: Recruiting & Hiring<br />
    80. 80. Join the HRAMA<br />www.hrama.org<br />
    81. 81. Stay abreast marketing & technology trends<br />Create & manage a personal LinkedIn account <br />Join professional social networking groups <br />Attend local marketing networking events<br />Keep your resume updated <br />Use Facebook privacy settings<br />Subscribe to marketing newsletters & blogs<br />Include your technology & social media consumption habits on your resume <br />Tips & Advice<br />
    82. 82. General Lessons Learned<br />Your viewers want to help – just give them incentive<br />Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions<br />One media or one profile is not enough to see the effects <br />With depleted resources you must be creative<br />Top management must be on board<br />Everyone needs to work together<br />Set realistic goals and don’t expect overnight results<br />Resolve to respond to customer service issues within three hours<br />It’s ok to fail<br />Have fun<br />
    83. 83. Stay Connected with Trends <br />http://mashable.com/<br />http://www.socialmediatoday.com/<br />http://www.techcrunch.com/<br />http://technorati.com/<br />http://www.hubspot.com/<br />http://www.delicious.com/<br />http://digg.com/news<br />http://www.stumbleupon.com/<br />http://www.reddit.com/<br />http://slashdot.org/<br />http://www.propeller.com/<br />http://www.killerstartups.com/<br />
    84. 84. Follow Me<br />slideshare.net/ericacampbell<br />@ericacampbell<br />linkedin.com/in/ericawcampbell<br />facebook/ericawcampbell<br />blog.forrent.com<br />
    85. 85. Q&A<br />
    86. 86. http://www.flickr.com/photos/markkenny/4612192724/<br />http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/ <br />http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/<br />http://www.flickr.com/photos/scarlet-ortiz/2908128232/ <br />http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho<br />http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/ <br />http://www.flickr.com/photos/sparktography/2485147794/ <br />http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/ <br />http://robertallen.com/blog/?cat=12 <br />http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/<br />http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/<br />Photo Credits<br />

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