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

Facebook

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