Dominion Enterprises' IT Summit: Lessons Learned in Social Media
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Leveraging Social Media: Lessons Learned Erica Campbell Sr. Manager, New Media Marketing For Rent Media Solutions
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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.
Transcript of Dominion Enterprises' IT Summit: Lessons Learned in Social Media
Leveraging Social Media:Lessons Learned
Erica Campbell
Sr. Manager, New Media Marketing
For Rent Media Solutions
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
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.
Benefits of Social Media
• 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
Our social media footprint
More than 100,000 lifetime shares
Social Bookmarking & RSS
Online Partnerships
Mobile
Events
boost in college age visitors to site
Direct navigation increased 57%
20%
“If Only Your Apartment Furniture Could Talk”
Video Contest128,000 clicks to ForRent.com and the contest Web site
“Ready2Move?” Video Contest
335,000Clicks to FRC Votes
24,000 79,000Unique Visitors
335,000Pageviews
$216,000+ in free publicity
Viva La Vie Boheme
Photos Submitted: 32Photo Votes (Likes): 2,100Photo Comments: 388Wall Post Comments:196Wall Likes: 39
Results:
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
YouTube is the second largest search engine
Online Video• 5,000+ videos
• Nearly 45,000 channel views
• Nearly 90 playlists
• 100 videos with annotation players
Optimized Videos
YouTube Search
Video: Integrated into SERP’s
Examples of brands using custom-built FBML, CSS, apps & microsites
Engagement
Keep your conversation going by delivering eye-popping content and
engaging applications directly to fans' news feeds.
Contests & Apps
Dynamic Rich Media
McDonalds
Microsites
Market Research
Give users the chance to weigh in & provide insight.
Polls, Surveys & Quizzes
Drive Sales
Enable users to opt-in to receive your marketing offers directly from
your Facebook Page & reward users for taking actions.
Specials, Coupons & Offers
Email & Mobile Sign Up
Increase Event Participation
ApartmentGuide.com
Fan Acquisition
Foster retention and engagement among current
fans, resulting in brand loyalty.
Drive "likes" & awareness
Express
Lessons Learned
ForRent.com Consumer Contest Comparison
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
Follow Me
@ericacampbell
linkedin.com/in/ericawcampbell
blog.forrent.comfacebook/ericawcampbell
slideshare.net/ericacampbell
Q&A
