Foundations of a Successful Social Media Strategy


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This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.

Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.

Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.

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Foundations of a Successful Social Media Strategy

  1. 1. Foundations of aSuccessfulSocial Media Strategy Erica Campbell Director of Social Media For Rent Media Solutions & @ericacampbell
  2. 2. Agenda• Social Media Landscape• Strategy• Facebook• Photo & Video Sharing• Microblogging• Google+• Ignition Points
  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. More than 955 million monthly active users & more than 543 million mobile monthly active users as of June 20, 2012.Source: Facebook, Photo:
  7. 7. The mobile PC category ispoised to soar from 347 millionunits in 2012 to more than 809million by 2017 Photo:, Source: NPD DisplaySearch
  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 138 Million 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. STRATEGY
  14. 14. Search Marketing Social Marketing Find New Customers Market Through Your (Active Seekers) Existing Customers Drive Clicks & Leads Drive Retention & ReferralsGoogle DNA: Algorithmic Facebook DNA: Human Time to Learn a New Game
  15. 15. 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 Get Organized
  16. 16. • Increase brand awareness, reach & retention• Increase website traffic• Humanize your voice• Recruiting & hiring• Provide thought leadership & credibility• Effectively market promotions, specials & events• Manage you reputation• Improve search engine rankings• Establish partnerships• Build additional value Define Objectives & Goals
  17. 17. Create a Center of ExcellencePhoto: Mashable
  18. 18. • Passion• Social media savvy• Enthusiasm• Good communicator & writer• Knowledge of brand touch points• Good technical skills with computers and online applications• Willingness to take on the time commitment required Recruit Superfans
  19. 19. • What is your mission statement, brand position or brand promise?• What is your brand personality?• What is your brand identity?• What differentiates your brand?• What is your company story?• What do want your customer experience to feel like?• Identify types of contentDevelop a Content Strategy &Choose Your Social Identity
  20. 20. Paid, Earned & Owned Media
  21. 21. Develop a Content Calendar
  22. 22. “A social media policy shouldnot only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
  23. 23. Provide Great ServiceLearn from ProactivelyReviews & Seek OutComments Issues Respond to Find Negative Negative Reviews & Reviews & Comments Comments Reputation Management Cycle: Have a Plan
  24. 24. • Create a SWOT analysis• Monitor online feedback and conversations via tools like Google Alerts & For Rent’s Reputation Management Platform• Respond to customer feedback• Distribute customer feedback internally• Incorporate customer ideas into process or product improvements• Reward customers whose ideas you use Listen
  25. 25. Converting Negativityinto Opportunity
  26. 26. Develop Internal & External Brand AmbassadorsPhoto:
  27. 27. Fuel growth & visibility Spark & join conversations Enlist community of fansEstablish authentic presence How To Get Started
  28. 28. So let’s talk tools(This is where I turn you all into geeks)
  29. 29. FACEBOOK
  30. 30. •Not the Same as a Website• Be Human & Authentic• For Your Residents• For Prospects• Get a Vanity Polish Your Page
  31. 31. Capture Your Brand inYour Cover Photo
  32. 32. Capture Your Brand inYour Cover Photo
  33. 33. Use Bold Visuals
  34. 34. Use Bold Visuals
  35. 35. Showcase Your Fans
  36. 36. Brand the Apps
  37. 37. Use Milestones forStorytelling
  38. 38. Use Milestones forStorytelling
  39. 39. Create Photo Albums
  40. 40. • Recruit Residents • On Your Website • In Your Emails •In Your Office • Email Signatures • Brochures/Print • Door Hangers Promote Your Page
  41. 41. Fan Acquisition
  42. 42. „Like‟ Contest
  43. 43. Visually CompellingPosts Win
  44. 44. Research suggests posting at 7am, 11am, 3pm, 5pm, and 11pm but continue to test. Frequency is king but don’t overwhelm your fans. Timing of Posts Timing of PostsSource: Buddy Media 2011
  45. 45. Give Fans Exclusive Access
  46. 46. @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners Deliver Value
  47. 47. Status Update GiveawayPhrase that Pays Caption Contest Promotions & Sweepstakes
  48. 48. Fill-in-the-blank postsgenerate about 90% moreengagement than theaverage post. Fill-In-The-Blank Posts Source: Facebook
  49. 49. Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
  50. 50. Posts including a photoalbum, a picture or a videogenerate about 180%,120%, and 100% moreengagement than theaverage post, respectively. Emphasize on Visualization
  51. 51. “Pin” a post to thetop of the Page, sothat it is the first thingusers see upon arrivalfor a 7-day period. „Pin‟ a Post
  52. 52. Star Stories
  53. 53. Create an Event
  54. 54. Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user’s emailor mobile device.Share registration offers. Offer Post
  55. 55. Capture Emails
  56. 56. Facebook Chat
  57. 57. Facebook Apps
  59. 59. More than 10 million monthly unique visitors with more than 20 million users 68% of Pinterest users are women, and 28.1% of users have an average household income of over $100,000. Pinterest AccountSource: Modea
  60. 60. Pin From Your Website &Add Links in Description
  61. 61. Create an Event Board &Video Library Board
  62. 62. Create a Hashtag
  63. 63. Engage With Others
  64. 64. Pinterest Facebook App
  65. 65. Host a Contest
  66. 66. Instagram Account
  67. 67. Instagram Facebook App
  68. 68. Instagram Contest
  69. 69. Flickr Account
  70. 70. Tumblr Account
  71. 71. Post Event Eblast
  72. 72. Create eBooks
  73. 73. YouTube Account
  74. 74. Video SEO
  75. 75. YouTube Playlists
  76. 76. YouTube Facebook App
  78. 78. Create a Twitter Profile &Hashtag
  79. 79. Create & claim yourapartment & allow residents Location-Basedto “check-in”. Provide a Social Networksrotating set of special offers.
  80. 80. Twitter Chats/ Live Q&A
  81. 81. Twitter Party
  82. 82. Contests, Incentives &Provide Value
  83. 83. GOOGLE+
  84. 84. Create a Google+ Account
  85. 85. Google+ Hangout
  86. 86. Offer Exclusive Content
  87. 87. Distribute a Survey/Poll
  89. 89. Ignition Points1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & make the promise to post.3. Combine social media with traditional marketing & promotions.4. Create a cohesive branded look for all social profile skins.5. Create some videos & upload photos.6. Promote events, specials & promotions on social media networks.7. Select a unique hashtag.8. Launch a contest.
  90. 90. Follow Me
  91. 91. Q&A