1. Leveraging Social Media Marketing: Lincoln Property Company Annual Marketing & Training Conference Erica Campbell Director of Marketing For Rent Media Solutions
2. Agenda Did you know? Benefits of Social Media Advanced New Media Tactics Contests, Sweepstakes & Partnership Marketing Fair Housing Best Practices Resources
9. 99% of companies use social media for recruitment Source: Survey by OSCAR, talential, squeaker.net usage
10. If Facebook were a country, it would be the 3rd largest country in the world (behind China and India)
11. 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. Source: Facebook
12. 4 billion+ photos hosted & 4.8 million things were geotagged this month Source: Flickr
13. People who use mobile devices are 50% more active on social sites 4 mobile phones were sold for every PC sold in 2009
14. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content Source: MarketingVox and Nielsen BuzzMetrics
15. Social media marketing spend will reach $3.1b in 2014 Source: Forrester Research
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17. 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.
19. 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
20. Recommendations Build Trust 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 opinionsover 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
65. “If Only Your Apartment Furniture Could Talk”Video Contest 20% boost in college age visitors to site Direct navigation increased 57%
66. 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
67. Viva La Vie Boheme Total Photos Submitted: 32 Total Photo Votes (Likes): 2,100 Total Photo Comments: 388 Total Wall Post Comments Related to the Contest: 196
74. The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply… Use the logo!
75. Human Models 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.
76. Model/Photo Releases 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)
77. Playing by the Rules- Contests, Sweepstakes & Lotteries 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
78. 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).
79. 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…
80. 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
84. Rules of Engagement Best Practices 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.
Mobile media is quickly becoming essential to thetechnologically advanced marketing plan.• Smartphone users are driving growth in browser andapplicationsBrowser and app growth are up Social Networking: Fastest-growing category accessedvia browser-150 million users access Facebook thru their mobile phone
Recommendations build trust and influence purchase decisions.
Multi-Share: ShareThis AddThis Third Party Buttons and Boxes: Facebook Like Box Facebook Like Button Twitter “Tweet Button” Follow (Twitter) Widget
The combination of geolocation and social networks is also a huge avenue for Starbucks and the company was one of the first major brands to broker a deal with popular location-based social network Foursquare. Foursquare mayors of retail stores special ‘Barista’ badges that would come with discounts on drinks and food.
Create a hashtag for people to follow the conversation during the event & set up a Twitter fountain
Objective: The 2010 consumer promotion was designed to entertain, engage & drive repeat visits with the intention of ultimately increasing brand awareness, preference and consideration. Concept: The ForRent.com “Pet Pads Unleashed” Photo Contest encourages apartment renters to submit a photo of how their pet lives the apartment life for a chance to win $1,500. Three Finalists will take home a $400 gift card to a local pet store. 560photos submitted and 2,500+ votes300+ new Facebook Fans and 14,000+ pageviews and 2,700photo views16,000+ photo views on Flickr
Cost is Low Return is high and the level of involvement is highFacebook Photo Contest StatsTotal Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196Total Wall Likes Related to the Contest: 39(contest time frame)Twitter Sweepstakes Stats100+ RT’s of the Tweet which included the RENT twitter handle name, FRC twitter handle name, the message and Hashtag #SaveonRENTThe ForRent.com Twitter profile saw a 35.5% increase in followers due to the sweepstake(Time frame Oct 14th-January 19th)
Eblast Launched 12.21.10 at 2:19 pm: The eblast was a success generating 300 additional Facebook “Likes” (fans) in one day.New “Likes” (Fans): 1,040Comments: 45Walls Posts: 20Total Interactions: 273Facebook “Likes” (Content): 208Pageviews: 5,170Unique Pageviews: 1,630Photo Views: 521
Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands