Dominion Enterprises' IT Summit: Lessons Learned in Social Media

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Erica Campbell presented at the Dominion Enterprises' IT Summit on Wednesday, Oct 12. She discussed how For Rent Media Solutions was leveraging social media marketing and the lessons learned.

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  • More than 22,000 fans and followers – our blog drives
  • Oodlemakes up 5.7% of our total campaign click throughs which is second in all of our campaigns.
  • Create a hashtag for people to follow the conversation during the event & set up a Twitter fountain
  • 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
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Dominion Enterprises' IT Summit: Lessons Learned in Social Media

    1. 1. Leveraging Social Media:Lessons Learned<br />Erica Campbell<br />Sr. Manager, New Media Marketing <br />For Rent Media Solutions<br />
    2. 2. Agenda<br />Benefits of social media<br />For Rent Media Solutions’ social media footprint<br />Examples of brands using custom-built FBML, apps & microsites<br />Lessons learned<br />Examples of brands using digital and mobile media<br />
    3. 3. 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 />
    4. 4. Benefits of <br />Social Media<br />
    5. 5. 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 />Google Juice, Google Juice, Google Juice!<br />Benefits of Social Media<br />
    6. 6. Our social media <br />footprint<br />
    7. 7.
    8. 8. Social Bookmarking & RSS<br />More than 100,000 lifetime shares <br />
    9. 9. OnlinePartnerships<br />
    10. 10. Facebook<br />
    11. 11. Mobile<br />
    12. 12. Events<br />
    13. 13. “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 />
    14. 14. “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 />
    15. 15. 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 />
    16. 16. 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 />
    17. 17. YouTube is the second largest search engine<br />
    18. 18. Online Video<br /><ul><li>5,000+ videos
    19. 19. Nearly 45,000 channel views
    20. 20. Nearly 90 playlists
    21. 21. 100 videos with annotation players </li></li></ul><li>Optimized Videos<br />
    22. 22. YouTube Search<br />
    23. 23. Video: Integrated into SERP’s<br />
    24. 24. Examples of brands using custom-built FBML, CSS, apps & microsites<br />
    25. 25. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds.<br />Engagement<br />
    26. 26. Contests & Apps<br />
    27. 27. Dynamic Rich Media<br />
    28. 28. McDonalds<br />
    29. 29. Microsites<br />
    30. 30. Give users the chance <br />to weigh in & provide insight.<br />Market Research<br />
    31. 31. Polls, Surveys & Quizzes<br />
    32. 32. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.<br />Drive Sales<br />
    33. 33. Specials, Coupons & Offers<br />
    34. 34. Email & Mobile Sign Up<br />
    35. 35. Increase Event Participation<br />
    36. 36. ApartmentGuide.com<br />
    37. 37. Foster retention and engagement among current fans, resulting in brand loyalty.<br />Fan Acquisition<br />
    38. 38. Drive "likes" & awareness<br />
    39. 39. Express<br />
    40. 40. Lessons Learned<br />
    41. 41. ForRent.com Consumer <br />Contest Comparison<br />
    42. 42. 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<br />Image posts are more engaging as measured by fan responses, likes and shares than video or text<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 />Respond to customer service issues within three hours<br />It’s ok to fail<br />Have fun<br />
    43. 43. Follow Me<br />slideshare.net/ericacampbell<br />@ericacampbell<br />linkedin.com/in/ericawcampbell<br />facebook/ericawcampbell<br />blog.forrent.com<br />
    44. 44. Q&A<br />

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