This presentation was given by Erica Campbell, Director of Marketing with For Rent Media Solutions at the Corporate Housing Providers Association 2011 Annual Conference in Houston, TX on March 23, 2011. The social web is constantly posting, uploading, sharing and ranting-about your brand. By these actions, consumers post and update their needs, desires and complaints across forums, microblogs like Twitter and social networking sites such as Facebook, Foursquare and LinkedIn, for all to view. Consumers are finally in control, and they have become the programmers, shaping their own experiences by interacting with our brands when they want, where they want, and how they want. Successful marketers need be at every touch point to connect with them. Maintaining an on-going positive relationship with your consumers, partners and prospects is critical to any brands long term success. Today, companies must be a part of the consumer dialogue. This session will discuss sideways marketing tactics that revolve around removing friction, noise in a crowded space and uncertainty for consumers. Find out how to create a customer engagement and brand management strategy by leveraging media such as print, Internet, mobile, social, video, and location-based advertising.

1. Advanced Integrated New Media Strategies: Building Great Brands in the Age of Digital and Mobile Media Erica Campbell Director of Marketing For Rent Media Solutions

2. Agenda Did you know? Benefits of Social Media 11 Steps for building a great brand using a new media strategy Examples of brands using digital and mobile media Tips and resources

3. Did you know?

4. Over 50% of the world’s population is under 30 years old Source: US Census Bureau

5. 96% of Millennials have joined a social networking site Source: Mr. Youth and RepNation Media (April 2008)

7. Average family phone call today

8. 50 million tweets per day — that's an average of 600 tweets per second Source: Twitter Blog

9. YouTube is the second largest search engine

10. 99% of companies use social media for recruitment Source: Survey by OSCAR, talential, squeaker.net usage

11. If Facebook were a country, it would be the 3rd largest country in the world (behind China and India)

12. Russia has a population of 142M. That’s not even half of Facebook’s user base Facebook has more users than there are people in the U.S. Source: Facebook

13. 4 billion+ photos hosted & 4.8 million things were geotagged this month Source: Flickr

14. People who use mobile devices are 50% more active on social sites 4 mobile phones were sold for every PC sold in 2009

15. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content Source:: MarketingVox and Nielsen BuzzMetrics

16. Social media marketing spend will reach $3.1b in 2014 Source: Forrester Research

18. Benefits of Social Media

19. Improve Branding Increase Traffic & Boost SEO Discover the Influencers Build Loyal Advocates Encourage Referrals Manage your Online Reputation Provide Customer Service & Gain Feedback Create Buzz Benefits of Social Media

20. Recommendations Build Trust Nearly one-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.1 91% say consumer reviews are the #1 aid to buying decisions2 87% trust a friend’s recommendation over critic's review3 Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions 4 By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5 Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media

21. Bob travels to Houston and posts a video to his Facebook profile 1 2 Mike sees the video while planning a trip to Houston 3 Mike likes the video a lot and puts it on his blog, it is seen by his 1300 daily readers

23. 11 Steps for Building a Great Brand Using a New Media Strategy

24. 11 Steps for Building a Great Brand Using a New Media Strategy Listen Develop Internal Resources Define Objectives & Goals Identify the Landscape Discover the Influencers Develop a Content Strategy Select your Channels & Tools Publish & Integrate your Content Engage your Customers & Critics Measure your Results Tweak your Strategy

25. Step 1 Listen

26. Listen: Monitor and protect your brand on the Internet using these tools: Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter Facebook: Facebook Insights, SocialOomph Video Sharing Sites: YouTube Insights, YouTube Comment Alerts Paid Services: Nielsen BuzzMetrics, Radian6

28. Listen: Community Chatter Do you care? Will you respond? Will you apologize? Will you rebut? Who will be in charge of responding, apologizing and rebutting?

29. Social Media Training Step 2 Develop Internal Resources

30. Develop Internal Resources: Publish and Distribute a New Media Policy When 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 authentic Remember to protect proprietary and confidential information Develop a Training Program What training are you going to provide for your employees? Proper use of your social media Proper use of social media in their lives

31. Friending your manager on Facebook and then complaining about your job can get you fired

33. “ There’s nothing new about 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 Housing Do not suggest “any preference, limitation or decimation” based on: Race Color Religion Sex Disability Familial Status National Origin

36. Step 3 Define Objectives & Goals

37. Define Objectives & Goals: Increase Brand Awareness: Create a general hype & enhance a product or service Increase Reach: Broaden reach of core company's target audience Generate Leads & Data: Improve referrals & retention Gain 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 4 Identify the Landscape

39. Identify the Landscape: Where are your consumers engaging with your brand? Online searches Social networks and video/photo sharing sites Mobile websites and apps Email Outdoor Print media Review sites and local business sites: Yelp.com, Foursquare, Amazon.com, TripAdvisor.com, YellowPages.com ASK THEM

40. Step 5 Discover the Influencers

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, surveys Look 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 6 Develop a Content Strategy

43. Develop a Content Strategy: 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 power of storytelling and information to market your ideas

45. Content strategies must be supported by tactics: Strategy: Communicate Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets Strategy: Connect Tactics: social networks, print, Internet, mobile, outdoor, radio, TV Strategy: Collect/Categorize Tactics: social bookmarks Strategy: Customize Tactics: RSS, Widgets, Share Strategy: Conversation Tactics: comments, Q&A sites, reviews, forums

46. Step 7 Select your Channels & 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, outdoor Humanize your voice: YouTube, Flickr Provide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sites Improve search engine rankings: Facebook, Twitter, YouTube, RSS, blogs Improve sales/services/retention: Email, surveys, social networks, online communities

48. Step 8 Promote & Seed your Content

50. Internet

51. Email

52. Display Ads

53. Video sharing sites

54. Photo sharing sites

55. Mobile

56. PR

57. Internal promotion

58. Blogs & Social networking sites

59. Social bookmarking sites

60. Outdoor

61. Radio

62. TV

63. On-Site

64. Contest & sweepstake sites

66. Hello! Step 9 Engage your Customers & Critics

68. Vary content types and sources

69. Determine your frequency

70. Add value

71. Keep content timely

72. Post credible content

73. Offer incentives and reward customers

74. Ask for feedback

77. Impact- how your efforts change consumers’ actions or opinions

78. Quantity- how many consumers interact with your initiatives

79. Quality- strength and depth of consumers’ interactions with your initiatives

80. Sentiment-how did they feel about what they read?

82. Step 11 Tweak your Strategy

84. Evaluate the content and frequency

85. Evaluate the landscape and tools

86. Trends come and go

87. Be nimble and adaptive

88. Consider your budget and time

89. Continue to identify key influencers

90. Examples of Brands Using Digital & Mobile Media

91. For Rent Media Solutions

94. “If Only Your Apartment Furniture Could Talk”Video Contest 20% boost in college age visitors to site Direct navigation increased 57%

95. Pet Pads Unleashed Results: 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

96. Facebook “Like” Contest 1,000+ New “Likes”

97. YouTube is the second largest search engine

99. Nearly 45,000 channel views

100. Nearly 90 playlists

102. YouTube Search

103. Video: Integrated into SERP’s

104. Foster retention and engagement among current fans, resulting in brand loyalty. Fan Acquisition

105. Drive “Likes" & Awareness

106. Drive “Likes" & Awareness

108. Foursquare: Location-Based-Marketing This “check-in” notification can also be cross promoted on Facebook and Twitter.

109. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds. Engagement

110. Dynamic Rich Media

111. Mix Media

112. Engaging Outdoor

113. Photos & Video

114. Marketplace on Facebook

115. Give users the chance to weigh in & provide insight. Market Research

116. Polls, Surveys & Quizzes

117. Twitter Search

118. LinkedIn for Prospecting

119. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions. Drive Sales

120. Specials, Coupons & Offers

121. Reward Programs =

122. Email & Mobile Sign Up

123. Increase Event Participation

124. Engage with users using social media to recruit and source talent. Recruiting & Hiring

125. Recruiting & Hiring

126. Tips & Advice

127. Allocating Resources Assign internal social media guru Determine budget Establish policies and guidelines internally Leverage existing content Integrate with traditional marketing Use tracking and syndication tools Get employees and clients involved

128. General Lessons Learned Your viewers want to help – just give them incentive Content is king and contacts are queen – make connections with your brand advocates Image posts are more engaging as measured by fan responses, likes and shares than video or text One media or one profile is not enough to see the effects With depleted resources you must be creative Top management must be on board Everyone needs to work together Set realistic goals and don’t expect overnight results Respond to customer service issues within three hours It’s ok to fail Have fun

130. Create an account on networks and sites where you find your clients, prospects, partners and influencers

131. LISTEN to what’s on top of their mind – think beyond your product sale

132. Be approachable, let your connections know how to connect with you

133. Share your thoughts, interests – get social

134. Measure results and track your brand mentions

135. Tell your colleagues what you learn from your clients and prospects – encourage them to also listen and learn

136. Help your clients and prospects with helpful links and information

137. Stay focused on the people who are RELEVANT to you – otherwise you get distracted and spend 24 hours per day browsing around

138. DO NOT waste your time and be sure to follow your business objectives

139. …& always remember Fair Housing!

140. Stay Connected with Trends 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/news http://www.stumbleupon.com/ http://www.reddit.com/ http://slashdot.org/ http://www.propeller.com/ http://www.killerstartups.com/

141. Follow Me slideshare.net/ericacampbell @ericacampbell linkedin.com/in/ericawcampbell facebook/ericawcampbell blog.forrent.com

142. Contact John Ragudo John.Ragudo@forrent.com Susan Taylor Susan.Taylor@forrent.com

143. Q&A

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/pho http://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