The social web is your brand's "mirror." How's your reflection? The social web is a place of constant activity, with postings, uploads and a myriad of comments about your brand. Today, consumers play a large role in your brand image, using Twitter and other microblogs, as well as Facebook, Foursquare, LinkedIn and other social networking sites to post opinions for the entire world to see. Successful marketers should be at every touchpoint in order to connect with consumers. Companies must be a part of the consumer dialogue. This advanced session will be led by social media expert Erica Campbell. Campbell is Senior Manager of New Media Marketing at For Rent Media Solutions, a division of Dominion Enterprises. Campbell has spoken about new media strategies across the country at various events and for numerous organizations. Campbell will discuss marketing strategies and tactics in this upcoming dynamic session. Attendees will: •Learn how top brands are using new media to gain insight and take actions. •Gain ideas on developing, executing and measuring integrated strategies that build deeper connections with consumers, partners and prospects. • Learn advanced social media marketing and new media marketing techniques that increase traffic and retention. •Leave with tips on how to form credibility with consumers and establish their company as the definitive source in their industry. Join the Hampton Roads American Marketing Association's next event to gain powerful insights into leveraging various medium such as print, Internet, mobile, social media, video and location-based advertising to create customer engagement that is critical to your brand's image and ultimately, its long-term success.

1. Advanced Integrated New Media Strategies: Building Great Brands in the Age of Digital and Mobile Media Erica Campbell Sr. Manager, New Media Marketing For Rent Media Solutions

2. Agenda Did you know? 11 Steps for building a great brand using a new media strategy Examples of brands using digital and mobile media

3. Did you know?

4. Over 50% of the world’s population is under 30 years old Source: US Census Bureau

5. 96% of Millennials have joined a social networking site Source: Mr. Youth and RepNation Media (April 2008)

6. Average family phone call today

7. 50 million tweets per day — that's an average of 600 tweets per second Source: Twitter Blog

8. 99% of companies use social media for recruitment Source: Survey by OSCAR, talential, squeaker.net usage

9. Russia has a population of 142M. That’s not even half of Facebook’s user base Facebook has more users than there are people in the U.S. If Facebook were a country, it would be the 3rd largest country in the world (behind China and India) Source: Facebook

10. People who use mobile devices are 50% more active on social sites 4 mobile phones were sold for every PC sold in 2009

11. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content Source:: MarketingVox and Nielsen BuzzMetrics

12. 11 Steps for Building a Great Brand Using a New Media Strategy

13. 11 Steps for Building a Great Brand Using a New Media Strategy Listen Develop Internal Resources Define Objectives & Goals Identify the Landscape Discover the Influencers Develop a Content Strategy Select your Channels & Tools Publish & Integrate your Content Engage your Customers & Critics Measure your Results Tweak your Strategy

14. Step 1 Listen

15. Listen: Action Items Monitor and protect your brand on the Internet using these tools: Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter Facebook: Facebook Insights, SocialOomph Video Sharing Sites: YouTube Insights, Tubemogul, YouTube Comment Alerts Paid Services: Nielsen BuzzMetrics, Radian6

17. Social Media Training Step 2 Develop Internal Resources

18. Develop Internal Resources: Action Items Publish and Distribute a New Media Policy When are your employees your employees? Are you responsible for their actions when they are “on the clock”? Are you responsible for their actions when they are on their own time? Consider your audience and be authentic Remember to protect proprietary and confidential information Develop a Training Program What training are you going to provide for your employees? Proper use of your social media Proper use of social media in their lives

20. Friending your manager on Facebook and then complaining about your job can get you fired

22. “ There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend. ~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics ”

23. Step 3 Define Objectives & Goals

24. Define Objectives & Goals: Action Items Increase brand awareness and reach Increase consideration and preference Increase traffic Humanize your voice Provide thought leadership and credibility Reputation management Improve search engine rankings Improve service/sales/retention

25. Step 4 Identify the Landscape

26. Identify the Landscape: Action Items Where are your consumers engaging with your brand? Online searches Social networks and video/photo sharing sites Mobile websites and apps Email In-store promotions Print media Review sites and local business sites: Yelp.com, Foursquare, Amazon.com, Edmunds.com, TripAdvisor.com, YellowPages.com ASK THEM

27. Step 5 Discover the Influencers

28. Discover the Influencers: Action Items Here are some tips on how to identify them: Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, celebrities, locals? Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting? Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates

30. Step 6 Develop a Content Strategy

31. Develop a Content Strategy: Action Items Things to consider in your strategy: What is your mission statement, brand position or brand promise? What is your brand personality? What is your brand identify? What differentiates your brand? What is your company story? What do want your customer experience to feel like? Identify types of content

32. Content strategies must be supported by tactics: Strategy: Communicate Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets Strategy: Connect Tactics: social networks, print, Internet, mobile, outdoor, radio, TV Strategy: Collect/Categorize Tactics: social bookmarks Strategy: Customize Tactics: RSS, Widgets, Share Strategy: Conversation Tactics: comments, Q&A sites, reviews, forums

33. Step 7 Select your Channels & Tools

34. Select your Channels & Tools: Action Items Connect them to your goals and objectives: Increase brand awareness and reach: Facebook, Twitter, blogs, mobile, email, video sharing sites, print, TV, radio, outdoor Humanize your voice: YouTube, Flickr Provide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sites Improve search engine rankings: Facebook, Twitter, YouTube, RSS, blogs Improve sales/services/retention: Email, surveys, social networks, online communities

35. Step 8 Publish & Integrate your Content

37. User Generated Content

38. Product/Service Announcements

39. Videos/Photos/Episodic Series

40. Events

41. Vloggs/Blogs/Podcasts

42. Press Releases

43. Training

48. Hello! Step 9 Engage your Customers & Critics

50. Vary content types and sources

51. Determine your frequency

52. Add value

53. Keep content timely

54. Post credible content

55. Offer incentives and reward customers

56. Ask for feedback

58. Step 10 Measure your Results

60. Impact- how your efforts change consumers’ actions or opinions

61. Quantity- how many consumers interact with your initiatives

62. Quality- strength and depth of consumers’ interactions with your initiatives

64. Step 11 Tweak your Strategy

66. Evaluate the landscape

67. Trends come and go

68. Be nimble and adaptive

69. Examples of Brands Using Digital & Mobile Media

70. Starbucks

71. Promotion: Ran a Frappuccino Happy Hour promotion, a location-based multichannel campaign offering discounts to consumers who express brand loyalty on social networks. Results: Helped lift profits 37 percent to $207.9 million, or 27 cents a share, for the third fiscal quarter ended June 27. “The campaign's halo effect on the brand helped drive increased sales of bottled Frappuccino for the first time in over two years” ~ CEO Howard Schultz

74. =

75. “millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the Internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity…simply put, location changes everything.” ~Matthew Honan, Wired Magazine

76. Target

80. ForRent.com

84. 20% boost in college age visitors to site Direct navigation increased 57%

85. Q&A

86. Stay Connected (aka My Fav News Sites for Nerds ) http://mashable.com/ http://www.socialmediatoday.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://techcrunch.com/ http://www.propeller.com/ http://www.killerstartups.com/

87. Follow Me @ericacampbell linkedin.com/in/ericawcampbell blog.forrent.com

88. 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