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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Dominion Enterprises' IT Summit: Lessons Learned in Social Media
- 1. Leveraging Social Media:Lessons Learned Erica Campbell Sr. Manager, New Media Marketing For Rent Media Solutions
- 2. Agenda Benefits of social media For Rent Media Solutions’ social media footprint Examples of brands using custom-built FBML, apps & microsites Lessons learned Examples of brands using digital and mobile media
- 3. Social Media. 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. …& it’s NOT always about revenue.
- 4. Benefits of Social Media
- 5. Increase Brand Exposure & Site Traffic Encourage Referrals & Build Loyal Advocates Create Buzz for Events & Promotions Gain New Influentials Build Relationships Gain Customer & Market Insights Google Juice, Google Juice, Google Juice! Benefits of Social Media
- 6. Our social media footprint
- 8. Social Bookmarking & RSS More than 100,000 lifetime shares
- 10. Facebook
- 11. Mobile
- 12. Events
- 13. “If Only Your Apartment Furniture Could Talk”Video Contest 20% 128,000 clicks to ForRent.com and the contest Web site boost in college age visitors to site Direct navigation increased 57%
- 14. “Ready2Move?” Video Contest 79,000 335,000 335,000 24,000 Unique Visitors Pageviews Clicks to FRC Votes $216,000+ in free publicity
- 15. Viva La Vie Boheme Photos Submitted: 32 Photo Votes (Likes): 2,100 Photo Comments: 388 Wall Post Comments:196 Wall Likes: 39 Results:
- 16. 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
- 17. YouTube is the second largest search engine
- 19. Nearly 45,000 channel views
- 20. Nearly 90 playlists
- 22. YouTube Search
- 23. Video: Integrated into SERP’s
- 24. Examples of brands using custom-built FBML, CSS, apps & microsites
- 25. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds. Engagement
- 26. Contests & Apps
- 28. McDonalds
- 29. Microsites
- 30. Give users the chance to weigh in & provide insight. Market Research
- 31. Polls, Surveys & Quizzes
- 32. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions. Drive Sales
- 33. Specials, Coupons & Offers
- 34. Email & Mobile Sign Up
- 37. Foster retention and engagement among current fans, resulting in brand loyalty. Fan Acquisition
- 38. Drive "likes" & awareness
- 39. Express
- 40. Lessons Learned
- 41. ForRent.com Consumer Contest Comparison
- 42. 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
- 43. Follow Me slideshare.net/ericacampbell @ericacampbell linkedin.com/in/ericawcampbell facebook/ericawcampbell blog.forrent.com
- 44. Q&A
Notes de l'éditeur
- 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