Advanced Social Media & Tech Trends


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I had the opportunity to speak at the Hampton Roads American Marketing Association event on Thursday, October 25th.

Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for and discussed how to leverage social media and become part of the consumer dialogue. This session provided attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.

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Advanced Social Media & Tech Trends

  1. 1. AdvancedSocial Media &Tech Trends Erica Campbell Director of Social Media Dominion Homes Media @ericacampbell @HamptonRoadsAMA #HRAMA
  2. 2. Agenda• Social Media Landscape• Social Signals• Facebook• Photo Sharing• Video• Blogging/Microblogging• Google+• Mobile
  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. The mobile PC category is poised tosoar from 347 million units in 2012 tomore than 809 million by 2017 Touch ComputingPhoto:, Source: NPD DisplaySearch
  7. 7. More than 955 million monthly active users & more than 543 million mobile monthly active users as of June 20, 2012.Source: Facebook, Photo:
  8. 8. Social Media Is Becoming More Influential At EachPhase Of The Connected World
  9. 9. Source: 1, 2, 3
  10. 10. Consumers are Engaged inSocial Commerce on Facebook Facebook Users in US 1 Billion 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. 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 Organization
  15. 15. 2009
  16. 16. 2011
  17. 17. 2012
  18. 18. POEMSource:
  19. 19. Social media signals show an Google Searchextremely high correlation & Ranking Factorsassociate with good rankingsin Google.
  20. 20. • Followers/Likes/Check-ins/Google+/Shares• Mentions• Frequency• Topic/Relevancy• Reputation/Authority/Influence Social Signal• Engagement (Klout) Ranking Factors• Length of time online
  21. 21. • Increases sharing & site traffic• Boots visitor engagement• Gives user a personal experience Share/Follow Icons
  22. 22. Reviews & Ratings
  23. 23. Google Author Tag &Google+ Circles
  24. 24. Social Extensions (ConnectGoogle+ to Ad Words)
  25. 25. Social Signals• Optimize all of your social profiles• Google is indexing Facebook comments so use the Facebook Comment Plug-In to power your blog comments• Google Authorship Tool to ad value, personality & increase CTR• Automate minimally• Associate with people that will share your message• Have a keyword focus (without stuffing) Social Signals Tips
  26. 26. FACEBOOK
  27. 27. Capture Your Brand inYour Cover Photo
  28. 28. Capture Your Brand inYour Cover Photo
  29. 29. Brand the Apps
  30. 30. Brand the Apps
  31. 31. Use Milestones forStorytelling
  32. 32. Fan Acquisition
  33. 33. ‘Like’ Contest
  34. 34. Visually CompellingPosts Win
  35. 35. Fill-in-the-blank postsgenerate about 90%more engagementthan the average post. Fill-In-The-Blank Posts Source: Facebook
  36. 36. Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
  37. 37. ‘Pin’ a Post
  38. 38. Star Stories
  39. 39. Brands can feature apromotion on theirpage, allow users toclaim it and have thecoupon sent directly tothe user‟s email ormobile device. Offer Post
  40. 40. Facebook Chat
  41. 41. Facebook Advertising SystemSource:
  42. 42. Page Post Story (Your „Likes‟) & Page Likes Page Post Like (Friends of fans who have (Friends of your fans) liked your posts)Amplify your organic content and Sponsored Story Adspositive fan behavior. Source:
  43. 43. Click-through rates are in therange of 3%-10% and CPC isbetween 1 cent and 10 cents. Sponsored Results Source:
  44. 44. Social Gestures/Frictionless Sharing
  45. 45. Facebook Connect
  46. 46. Facebook• Facebook Insights• Facebook Offers• Optimize your profile• Facebook advertising• Consider Edge Rank & Open Graph factors for Facebook‟s algorithm• Run contests• Include photos Facebook Tips
  48. 48. Promote values & lifestyle, not Pinterest Accountjust products
  49. 49. Pin From Your Website &Add Links in Description
  50. 50. Create an Event Board &Video Library Board
  51. 51. Create a Hashtag
  52. 52. Include Prices
  53. 53. Comments/Tagging/Hashtags
  54. 54. Pinterest Facebook App
  55. 55. Pinterest Contest
  56. 56. How It WorksRally together some of the industry‟s toppinners and trendsetters to collaborate onphotos and pins that will be an inspirationto your followers.Engage Your FansEncourage your fans to follow your PinningParty board and have them repin 10 oftheir favorite images to their own boardtitled the same as your board. Ask them toadd a link to your Pinterest board in acomment on your blog. Pinning Party
  57. 57. User Insight & Competitive Intel
  58. 58. Instagram Account
  59. 59. Instagram Facebook App
  60. 60. Instagram Contest
  61. 61. Flickr Account
  62. 62. Post Event Eblast
  63. 63. Tumblr Account
  64. 64. Slideshare Account
  65. 65. Memes
  67. 67. eBooks
  68. 68. Photo Sharing• Pinterest is the fastest growing site ever• Pinterest delivers more referral traffic than Twitter & Google+• Great product shots• Phonto app to add branding• Submit photos, voting, caption contests• Regular engagement with audience• Create a Pinterest board for your blog posts• Use hashtags• PinAlerts, Pinreach, Pinpuff, Pinerly, Repinly Photo Sharing Tips
  69. 69. VIDEO
  70. 70. YouTube Account
  71. 71. Video SEO
  72. 72. Playlists & Annotation Players
  73. 73. Videos Drive Traffic
  74. 74. YouTube Facebook App
  75. 75. Video• Keep it concise (2 min or less)• How-To videos, testimonials, answer top questions, product videos• Create playlists• Create community• Optimize: titles, descriptions, keywords, tags• YouTube Analytics (demographics, audience retention, traffic sources, playback locations)• Link to AdSense for monetization Video Tips
  77. 77. Twitter Party/Twitter Chat
  78. 78. Socially EnabledDigital Outdoor
  79. 79. Linky Party
  80. 80. “Upcycling is the process of converting waste materials or useless products into new materials or products of better quality or a higher environmental value.” ~ Wikipedia UpcyclingPhoto:
  81. 81. Upcycling
  82. 82. Blogging/Microblogging• Blogger outreach• Make tweet less than 120 characters for the RT• Use hashtags• Use @Replies• Include URL in the first 25% of the tweet to get more RT‟s• Bring old content back to life• Link blogger profiles to Google+ profiles• – top tags and people• Twellow – top Twitter users by city• Tweriod – gives you the best times to tweet• – create better content to share via social networks, search engines and mobile devices• Bitly/Tinyurl – Shorten & track URLs Blogging/Microblogging Tips
  83. 83. GOOGLE+
  84. 84. Google+ Account
  85. 85. Google+ Hangout
  86. 86. Exclusive Content
  87. 87. Google+• Social Signals are the new links. Add the +1 button to your site• Create your Plus page, link to your site• Add important people to circles• Optimize your Circle names• Create how-to content• Recycle existing content• Connect your HOA to your YouTube Account• Tag people & other brands• Use hashtags Google+ Tips
  88. 88. MOBILE
  89. 89. The Process of designing and developing websites that are able to react to user’s actions and detect the medium where the site is currently being watched in order to provide the best experience possible to the user in terms of Responsive Web Design navigability and readability.Photo:
  90. 90. There are 6 Billion mobile subscribers worldwide & over 1.2 Billion people accessing the web from their mobile devices. Facebook MobileSource:
  91. 91. Google earns 2.5 Billion in mobile ad revenue annually. Facebook MobileSource:
  92. 92. Mobile searcheshave quadrupledin the last year. Facebook Mobile Source:
  93. 93. • Users “check-in” to local businesses & events• Earn badges for more check-ins Location-Based• Discover new places Social Networks• Find deals
  94. 94. Augmented RealityPhoto:
  95. 95. Augmented Reality
  96. 96. AR Virtual Experiences
  97. 97. Mobile• Prepare your websites & optimize for search & social• Keep mobile in mind• Experiment with QR codes & Augmented Reality• Mobile loyalty programs• Engage consumers• Run contests Mobile Recap
  98. 98. Integrated Campaign
  99. 99. Integrated Campaign
  100. 100. Follow Me
  101. 101. Q&A