coffman_june_presentation
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By J enni ngs Soci al M edi a M ar keti ng © Confidential and property of Jennings Social Media Marketing 2008TRANSCRIPT
By Jennings Social Media Marketing
© Confidential and property of Jennings Social Media Marketing 2008
“Social Media Selling”
Background Summary
New York-based developer Time Equities, Inc. hosted a groundbreaking event June 23, 2008 to celebrate Lower Manhattan's newest green residence and boutique hotel, 50 West Street. Designed by world-renowned architect Helmut Jahn, the $600 million, 580,000-square-foot mixed-use skyscraper anticipates LEED-Gold certification upon its completion in 2011. Sustainable technologies utilized by the eco-friendly building will include a green roof, water-efficient plumbing fixtures, automated blinds and energy control systems. Demolition waste will be recycled, and the new construction materials will be sustainable and rapidly renewable. The 65-story tower will feature an energy efficient glass facade to promote use of daylighting and filter UV rays.
50 West Case Study
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Challenges
1. A highly focused and targeted social media marketing campaign with a powerful video component to engage top sustainable building communities.
2. Organically reach key communities to preserve the exclusivity of the campaign and create an online groundswell.
Marketing Challenges
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Social Media Marketing Campaign and Professional Video
Jennings Social Media Marketing, launched a comprehensive social media relations campaign and produced a professional video to create a groundswell within the online space.
• Identified keywords for search engine optimization.• Performed an online assessment to indentify key influencers.• Engaged top bloggers by participating in the online conversation.• Developed a multimedia press release with digital photos and video components for distribution among the top ranking news and content sharing sites.• Produced and viralized a professional video for distribution among niche online communities.• Pitched to top bloggers for exclusive rights to the video.
Solution
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Jennings Social Media Marketing produced a professional viral video of the 50 West Groundbreaking Event. The video was showcased on five targeted video sharing sites.
The video was viewed more than 1,500 unique views across those video sites.
Groundbreaking Viral Video
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JPRA engaged online influencers to create a powerful groundswell, targeting sustainable building blogs, industry blogs, and lower Manhattan/NYC blogs.
greenbuildingsNYC Jetson Green The Green Meeting ENN: Environmental News Network
Contractor Headlines Scott’s Weblog Fair Home The Green Blog
Blog Placements & Pickups
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The site reaches more than 5,600 unique visitors monthly.
Blog Placements & Pickups
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Currently the site serves an average trendy green audience of more than 25,900 RSS readers and more than 60,000 monthly unique visitors.
Many of the readers include bloggers, journalists, architects, builders, designers and other professionals.
Blog Placements & Pickups
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This site serves a vibrant community of environmental decision makers and has an estimated monthly traffic of more than 41,000 unique visitors from the United States.
Blog Placements & Pickups
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Jennings Social Media Marketing developed a multimedia press release and sent it out via an online distribution platform. The release included highly-searched key phrases and targeted content. The tone of the release was geared toward capturing the interest of industry related individuals.
Link to the viral video
Photos and Graphics within the release
Highlighted links directing traffic to the video and the company’s website
Multimedia Press Release
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The multimedia press release was picked up on several leading online news wires.
Reuters MarketWatch Futures and Commodity Market News Stock Analyst International Business Times Topix Congoo Newstine babbledog
Search Engine Activity
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© Confidential and property of Jennings Social Media Marketing 2008
Wall Street Journal Online
SMR Pickups
The multimedia press release was picked up on several leading online news wires.
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Social Media and ROI
• SocialMedia.Biz.com notes, you can’t make decisions on new media if you’re measuring it with old media metrics.
• Success in social media comes down to commitment, having something to say that will interest your audience, and ultimately, getting over your fear. “The person who has the least fear is the one who will be doing it first, and they will be the ones who succeed,” says author David Meerman Scott @Twalk: Skeptics are quick
to apply acid-bats of ROI to social media. Wish they’d
do the same for email, meetings and other time-
sinks
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What’s New with Social Media Marketing…
• Aberdeen’s Research Group found that 62% of businesses and organizations don’t leverage social media technologies and don’t have it anywhere in their business plan. Of these, 29% said they have no plans to do so in the future.
With customers becoming increasingly savvy about competitive products and services, these businesses will find it hard to keep pace.
• According to iMediaConnection.com, Comcast's name is synonymous with customer service on Twitter, and the company's customer-satisfaction ratings have grown greatly, thanks in large part to its Twitter presence. @ComcastCares has more than 26,000 followers to handle customer’s needs.
• According to TechCrunch.com, U.S. traffic to Facebook.com has increased by nearly 8% to 82.9 million unique visitors last month, with Facebook Connect sites generating an additional 65 million unique. That means that, a total of 113 million people in the U.S. interacted with the Facebook service.
• Pew Internet Research found that as of December 2008, 11% of online American adults said they used a service like Twitter or another service that allowed them to share updates about themselves or to see the updates of others.
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Influencers and Sales
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Thank You!
By Jennings Social Media Marketing
© Confidential and property of Jennings Social Media Marketing 2008