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
Advanced Integrated New Media Strategies: Building Great Brands in the Age of Digital and Mobile Media
Nov 29, 2014
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.
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.
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Transcript
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
Agenda
• Did you know?• 11 Steps for building a great brand using a
new media strategy• Examples of brands using digital and
mobile media
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
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 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
11 Steps for Building a Great Brand Using a New Media Strategy
11 Steps for Building a Great Brand Using a New Media Strategy
1. Listen
2. Develop Internal Resources
3. Define Objectives & Goals
4. Identify the Landscape
5. Discover the Influencers
6. Develop a Content Strategy
7. Select your Channels & Tools
8. Publish & Integrate your Content
9. Engage your Customers & Critics
10. Measure your Results
11. Tweak your Strategy
ListenStep 1
Listen: Action ItemsMonitor 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
Social Media Training
Develop InternalResources
Step 2
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
Friending your manager on Facebook and then complaining about your job can get
you fired
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
“
”
Define Objectives & Goals
Step 3
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
Identify the Landscape
Step 4
Identify the Landscape: Action Items
• 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
Where are your consumers engaging with your brand?
Discover the Influencers
Step 5
Discover the Influencers: Action Items
• 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
Here are some tips on how to identify them:
Develop a Content Strategy
Step 6
Develop a Content Strategy: Action Items
• 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
Things to consider in your strategy:
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
Select your Channels & Tools
Step 7
Select your Channels & Tools: Action Items
• 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
Connect them to your goals and objectives:
Publish & Integrate your Content
Step 8
Publish & Integrate your Content: Action Items
Types of content to publish:
• Branded• User Generated Content• Product/Service Announcements• Videos/Photos/Episodic Series • Events• Vloggs/Blogs/Podcasts • Press Releases• Training• Contests/Promotions/Sweepstakes
Engage your Customers & Critics
Step 9
Hello!
Engage your Customers & Critics: Action Items
Tips to help increase engagement:• Have a human voice• Vary content types and sources• Determine your frequency • Add value• Keep content timely• Post credible content• Offer incentives and reward customers• Ask for feedback• Encourage re-posting
Measure your Results
Step 10
Measure your Results: Action Items
Categorize your metrics:
• Reach- how far and wide your messages spread
• Impact- how your efforts change consumers’ actions or opinions
• Quantity- how many consumers interact with your initiatives
• Quality- strength and depth of consumers’ interactions with your initiatives
Tweak your StrategyStep 11
Tweak your Strategy: Action Items
Constantly refine your strategy and tactics:
• Evaluate your metrics • Evaluate the landscape • Trends come and go• Be nimble and adaptive
Examples of Brands Using Digital & Mobile Media
Starbucks
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
=
“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
Target
ForRent.com
boost in college age visitors to site
Direct navigation increased57%
20%
Q&A
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/
Follow Me
@ericacampbell
linkedin.com/in/ericawcampbell
blog.forrent.com
• 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
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