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Erica Campbell
Director of Marketing
For Rent Media Solutions
Leveraging Social Media Marketing:
Lincoln Property Company Annual Marketing & Training Conference
• Did you know?• Benefits of Social Media• Advanced New Media Tactics • Contests, Sweepstakes & Partnership
Marketing• Fair Housing Best Practices• Resources
Agenda
Did you know?
Over 50% of the world’s population is under 30 years old
Source: US Census Bureau
96% of Millennials have joined a social networking site
Source: Mr. Youth and RepNation Media (April 2008)
Average family phone call today
50 million tweets per day — that's an average of 600 tweets per second
Source: Twitter Blog
YouTube is the second largest search engine
99% of companies use social media for recruitment
Source: Survey by OSCAR, talential, squeaker.net usage
If Facebook were a country, it would be the 3rd largest country in the world
(behind China and India)
Facebook has more users than there are people in the U.S.
Source: Facebook
Russia has a population of 142M. That’s not even half of Facebook’s user base
4 billion+ photos hosted & 4.8 million things were geotagged this month
Source: Flickr
4 mobile phones were sold for everyPC sold in 2009
People who use mobile devices are 50% more active on
social sites
25% of search results for the world’s Top 20 largest brands are linked to user-
generated contentSource: MarketingVox and Nielsen BuzzMetrics
Social media marketing spend will reach $3.1b in 2014
Source: Forrester Research
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
• 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
• 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 opinions over 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
Recommendations Build Trust
Advanced New Media Tactics
Integrated Marketing Approach
Fan Acquisition
Foster retention and engagement among current
fans, resulting in brand loyalty.
Profile vs. Business Page
http://developers.facebook.com/docs/plugins/
Drive Shares & “Likes”
Drive Shares & “Likes”
Drive “Likes” & Awareness
Drive “Likes” & Awareness
Drive “Likes” & Awareness
Engagement
Keep your conversation going by delivering eye-popping content and
engaging applications directly to fans' news feeds.
Dynamic Rich Media
Dynamic Rich Media
Online Video
Optimized Videos
YouTube Search
Video: Integrated into SERP’s
Photos & Video
Mix Media
Mix Media
Integration of Blog
Integration of Twitter
Foursquare: Location-Based-Marketing
This “check-in” notification can also be cross promoted on Facebook and Twitter.
Integration of Foursquare
Engaging Outdoor
Marketplace on Facebook
Market Research
Give users the chance to weigh in & provide insight.
Polls, Surveys & Quizzes
Twitter Search
LinkedIn for Prospecting
Drive Leads & Sales
Enable users to opt-in to receive your marketing offers directly from
your Facebook Page & reward users for taking actions.
Marketplace Network
Specials, Coupons & Offers
=
Reward Programs
Referral Programs
Email & Mobile Sign Up
Increase Event Participation
Increase Event Participation
Optimized Twitter Profiles
Recruiting & Hiring
Engage with users using social media to recruit and source talent.
Recruiting & Hiring
Recruiting & Hiring
Contests, Sweepstakes & Partnership Marketing
boost in college age visitors to site
Direct navigation increased 57%
20%
“If Only Your Apartment Furniture Could Talk”
Video Contest
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
Viva La Vie Boheme
Total Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196
Facebook “Like” Contest1,000+ New “Likes”,PV: 5,170, Unique PV:1,630, Photo Views: 521
Status Update ContestTotal Stories: 61New “Likes” (Fans): 111Comments: 54Wall Posts: 18Total Interactions: 83Facebook “Likes” (Content): 53PV: 958UPV: 258
Homes.com Ugly Sweater Contest
Contest Comparison Matrix
Partnership Marketing
Fair HousingBest Practices
The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply…
Use the logo!
Human models should portray persons in an equal social setting and indicate to the general public that the housing is open to all without regard to race, color, religion, sex, disability, familial status, or national origin…
Your community’s residents may be diverse but make sure your advertising is as well.
Human Models
You can use good Model Release language on a page that contains multiple signature lines.
So at the pool party, title your Model Release page with, for example, “Hawaiian Pool Party – July 13, 2011,” have your good language, and ask residents to sign. (This also applies to employees)
Model/Photo Releases
Contests and sweepstakes are legal but a lottery is not legal (only States have the power to run a lottery).
Let’s look at the differences between a contest, a sweepstakes and a lottery. There are 3 elements to consider:
chance…consideration…prize
Playing by the Rules- Contests, Sweepstakes &
Lotteries
Consideration + Prize = Contest
You have to do something to win a prize, such as take the best photo/video or come up with the best slogan or best design; this is the “consideration” that is required of you.
In theory, though, there is no “chance” since the “best” entry will win (in other words, it is not random).
Chance + Prize = Sweepstakes
You don’t have to really do anything - give consideration - to win, but winning is based on chance, i.e. a random drawing.
We have to be careful not to require that people visit your community or perform in some other way in order to qualify for the drawing, because then…
you have all 3 elements and this is BAD!
Because now there is a LOTTERY and this is
illegal!
Chance (random drawing) + consideration (you are requiring of me) + prize
IS A LOTTERY
Resources
Free Social Media Monitoring Tools
Updates & Management
• Be educated on what you are talking about.• Always be transparent.• Be human.• Update frequently.• Add value.• Keep it timely.• Re-Postable Content.• Listen to your consumers.• Respond.• Learn from past mistakes.• Be courteous and professional.
Rules of Engagement Best Practices
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/
Follow Me
@ericacampbell
linkedin.com/in/ericawcampbell
blog.forrent.comfacebook/ericawcampbell
slideshare.net/ericacampbell
Q&A
• 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