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CHPA 2011 Advanced Integrated New Media Strategies
The document outlines strategies for building effective brands in the digital age, emphasizing the importance of social media and mobile platforms. It provides an eleven-step framework for brand development, which includes listening to customer feedback, engaging with influencers, and tracking performance metrics. Examples from notable brands illustrate the successful application of these strategies through various digital marketing tools and methods.
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CHPA 2011 Advanced Integrated New Media Strategies
- 1. Advanced Integrated NewMedia Strategies: Building Great Brands in the Age of Digital and Mobile MediaErica CampbellDirector of MarketingFor Rent Media Solutions
- 2. AgendaDid you know?Benefitsof Social Media11 Steps for building a great brand using a new media strategyExamples of brands using digital and mobile mediaTips and resources
- 3. Did youknow?
- 4. Over 50% ofthe world’s population is under 30 years oldSource: US Census Bureau
- 5. 96% of Millennialshave joined a social networking siteSource: Mr. Youth and RepNation Media (April 2008)
- 7. Average family phonecall today
- 8. 50 million tweetsper day — that's an average of 600 tweets per secondSource: Twitter Blog
- 9. YouTube is thesecond largest search engine
- 10. 99% of companiesuse social media for recruitment Source: Survey by OSCAR, talential, squeaker.net usage
- 11. If Facebook werea country, it would be the 3rd largest country in the world (behind China and India)
- 12. Russia has apopulation of 142M. That’s not even half of Facebook’s user baseFacebook has more users than there are people in the U.S. Source: Facebook
- 13. 4 billion+ photoshosted & 4.8 million things were geotagged this monthSource: Flickr
- 14. People who usemobile devices are 50% more active on social sites4 mobile phones were sold for everyPC sold in 2009
- 15. 25% of searchresults for the world’s Top 20 largest brands are linked to user-generated contentSource:: MarketingVox and Nielsen BuzzMetrics
- 16. Socialmedia marketing spend will reach $3.1b in 2014Source: Forrester Research
- 18. Benefits of SocialMedia
- 19. Improve BrandingIncrease Traffic& Boost SEODiscover the InfluencersBuild Loyal AdvocatesEncourage Referrals Manage your Online ReputationProvide Customer Service & Gain FeedbackCreate BuzzBenefits of Social Media
- 20. Recommendations Build TrustNearlyone-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.191% say consumer reviews are the #1 aid to buying decisions287% trust a friend’s recommendation over critic's review3Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions 4By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media
- 21. Bob travels toHouston and posts a video to his Facebook profile12Mike sees the video while planning a trip to Houston3Mike likes the video a lot and puts it on his blog, it is seen by his 1300 daily readers
- 23. 11 Steps forBuilding a Great Brand Using a New Media Strategy
- 24. 11 Steps forBuilding a Great Brand Using a New Media StrategyListenDevelop Internal ResourcesDefine Objectives & Goals Identify the LandscapeDiscover the InfluencersDevelop a Content Strategy Select your Channels & ToolsPublish & Integrate your ContentEngage your Customers & CriticsMeasure your Results Tweak your Strategy
- 25.
- 26. Listen:Monitor and protectyour brand on the Internet using these tools:Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThisBlogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, MonitterFacebook: Facebook Insights, SocialOomph Video Sharing Sites: YouTube Insights, YouTube Comment AlertsPaid Services: Nielsen BuzzMetrics, Radian6
- 28. Listen: Community ChatterDoyou care?Will you respond?Will you apologize?Will you rebut?Who will be in charge of responding, apologizing and rebutting?
- 29. Social Media TrainingStep2Develop InternalResources
- 30. Develop Internal Resources:Publishand Distribute a New Media PolicyWhen are your employees your employees?Are you responsible for their actions when they are “on the clock”? Are you responsible for their actions when they are on their own time?Consider your audience and be authenticRemember to protect proprietary and confidential information Develop a Training ProgramWhat training are you going to provide for your employees?Proper use of your social mediaProper use of social media in their lives
- 31. Friending your manageron Facebook and then complaining about your job can get you fired
- 33. “There’s nothing newabout employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics”
- 34. The legal stuff:Social media marketing is advertising, so the rules and laws related to advertising apply…Use the logo!
- 35. Remember Fair HousingDonot suggest “any preference, limitation or decimation” based on:Race ColorReligionSexDisabilityFamilial StatusNational Origin
- 36. Step 3Define Objectives& Goals
- 37. Define Objectives &Goals: Increase Brand Awareness: Create a general hype & enhance a product or serviceIncrease Reach: Broaden reach of core company's target audienceGenerate Leads & Data: Improve referrals & retentionGain Content or Consumer Insight: Repurpose for future marketing initiatives Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition Gain Competitive Edge: Offset new competition
- 38. Step 4Identify theLandscape
- 39. Identify the Landscape:Where are your consumers engaging with your brand?Online searchesSocial networks and video/photo sharing sitesMobile websites and appsEmailOutdoorPrint mediaReview sites and local business sites: Yelp.com, Foursquare, Amazon.com, TripAdvisor.com, YellowPages.com ASK THEM
- 40. Step 5Discover theInfluencers
- 41. Discover the Influencers:Here are some tips on how to identify them:Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters?Conduct research: Use search, keyword and analytic tools, consider inbound links, surveysLook for patterns: Who is retweeting, Facebooking, bookmarking and commenting?Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates
- 42. Step 6Develop aContent Strategy
- 43. Develop a ContentStrategy: Things to consider in your strategy: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 content
- 44. Use the powerof storytelling and information to market your ideas
- 45. Content strategies mustbe supported by tactics:Strategy: CommunicateTactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assetsStrategy: ConnectTactics: social networks, print, Internet, mobile, outdoor, radio, TVStrategy: Collect/CategorizeTactics: social bookmarksStrategy: CustomizeTactics: RSS, Widgets, Share Strategy: ConversationTactics: comments, Q&A sites, reviews, forums
- 46. Step 7Select yourChannels & Tools
- 47. Select your Channels& Tools: Connect them to your goals and objectives:Increase brand awareness and reach: Facebook, Twitter, blogs, mobile, email, video sharing sites, print, TV, radio, outdoorHumanize your voice: YouTube, FlickrProvide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sitesImprove search engine rankings: Facebook, Twitter, YouTube, RSS, blogsImprove sales/services/retention: Email, surveys, social networks, online communities
- 48. Step 8Promote &Seed your Content
- 49. Promote & Seedyour Content: Have an integrated strategyPrint
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- 58. Blogs & Socialnetworking sites
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- 64. Contest & sweepstakesites
- 65. Blogger outreachCorporate TravelerShopper Lifecycle
- 66. Hello!Step 9Engage yourCustomers & Critics
- 67. Engage your Customers& Critics: Tips to help increase engagement:Have a human voice
- 68. Vary content typesand sources
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- 73. Offer incentives andreward customers
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- 75. Encourage re-posting Step10Measure your Results
- 76. Measure your Results:Categorize your metrics:Reach- how far and wide your messages spread
- 77. Impact- how yourefforts change consumers’ actions or opinions
- 78. Quantity- how manyconsumers interact with your initiatives
- 79. Quality- strength anddepth of consumers’ interactions with your initiatives
- 80. Sentiment-how did theyfeel about what they read?
- 82. Step 11Tweak yourStrategy
- 83. Tweak your Strategy:Constantly refine your strategy and tactics:Evaluate your metrics
- 84. Evaluate the contentand frequency
- 85. Evaluate the landscapeand tools
- 86.
- 87. Be nimble andadaptive
- 88. Consider your budgetand time
- 89. Continue to identifykey influencers
- 90. Examples of BrandsUsing Digital & Mobile Media
- 91. For Rent MediaSolutions
- 94. “If Only YourApartment Furniture Could Talk”Video Contest20%boost in college age visitors to siteDirect navigation increased57%
- 95. Pet Pads UnleashedResults:560photos submitted, 2,500+ votes, 300+ new Facebook Fans, 17,000+ pageviews and 2,700 photo views, and 17,000+ photo views on Flickr
- 96. Facebook “Like” Contest1,000+New “Likes”
- 97. YouTube is thesecond largest search engine
- 98.
- 99. Nearly 45,000 channel views
- 100. Nearly 90playlists
- 101. 100 videos withannotation players Optimized Videos
- 102.
- 103. Video: Integrated intoSERP’s
- 104. Foster retention andengagement among current fans, resulting in brand loyalty.Fan Acquisition
- 105. Drive “Likes" &Awareness
- 106. Drive “Likes" &Awareness
- 108. Foursquare: Location-Based-MarketingThis “check-in”notification can also be cross promoted on Facebook and Twitter.
- 109. Keep your conversationgoing by delivering eye-popping content and engaging applications directly to fans' news feeds.Engagement
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- 115. Give users thechance to weigh in & provide insight.Market Research
- 116. Polls, Surveys &Quizzes
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- 119. Enable users toopt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions.Drive Sales
- 120. Specials, Coupons &Offers
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- 122. Email & MobileSign Up
- 123.
- 124. Engage with usersusing social media to recruit and source talent.Recruiting & Hiring
- 125.
- 126. Tips &Advice
- 127. Allocating ResourcesAssign internalsocial media guru Determine budgetEstablish policies and guidelines internallyLeverage existing contentIntegrate with traditional marketing Use tracking and syndication toolsGet employees and clients involved
- 128. General Lessons LearnedYourviewers want to help – just give them incentiveContent is king and contacts are queen – make connections with your brand advocatesImage posts are more engaging as measured by fan responses, likes and shares than video or textOne media or one profile is not enough to see the effects With depleted resources you must be creativeTop management must be on boardEveryone needs to work togetherSet realistic goals and don’t expect overnight resultsRespond to customer service issues within three hoursIt’s ok to failHave fun
- 129. Social Media ChecklistLookcontacts up in the relevant places and spaces
- 130. Create an accounton networks and sites where you find your clients, prospects, partners and influencers
- 131. LISTEN to what’son top of their mind – think beyond your product sale
- 132. Be approachable, letyour connections know how to connect with you
- 133. Share your thoughts,interests – get social
- 134. Measure results andtrack your brand mentions
- 135. Tell your colleagueswhat you learn from your clients and prospects – encourage them to also listen and learn
- 136. Help your clientsand prospects with helpful links and information
- 137. Stay focused onthe people who are RELEVANT to you – otherwise you get distracted and spend 24 hours per day browsing around
- 138. DO NOT wasteyour time and be sure to follow your business objectives
- 139. …& always rememberFair Housing!
- 140. Stay Connected withTrends 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/newshttp://www.stumbleupon.com/http://www.reddit.com/http://slashdot.org/http://www.propeller.com/http://www.killerstartups.com/
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- 144. 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/phohttp://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
Editor's Notes
- #15 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
- #21 Recommendations build trust and influence purchase decisions.
- #24 These 11 process steps will help you build a great brand. I hope to give you helpful tips and action items that will really help you
- #25 Old tried and true tactics that use new tools to create a strategy that creates strong brands Use new tactics and tools with old processes to create a strong brand Top process steps
- #26 Who is talking about you • What are they saying • Is it positive or negative • Where are the conversations taking place • What are your competitors doing • What’s the buzz about them • What content resonates with your audience • Where else is your audience talking • What social sites have the most conversations • Who are the thought leaders you should connect with • What are your opportunities and threats Who is talking about you?What are people saying?Are they positive or negative?Where are they happening?What site has the most conversations being said you?
- #59 Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
- #64 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
- #65 Eblast Launched 12.21.10 at 2:19 pm: The eblast was a success generating 300 additional Facebook “Likes” (fans) in one day.New “Likes” (Fans): 1,040Comments: 45Walls Posts: 20Total Interactions: 273Facebook “Likes” (Content): 208Pageviews: 5,170Unique Pageviews: 1,630Photo Views: 521
- #88 The combination of geolocation and social networks is also a huge avenue for Starbucks and the company was one of the first major brands to broker a deal with popular location-based social network Foursquare. Foursquare mayors of retail stores special ‘Barista’ badges that would come with discounts on drinks and food.
- #93 Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
- #101 Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands