Social media in the rental industry

Social mediaIn the rental industry (and not only)

Gian Luca BenciASSODIMI

ERA Convention 2013, “What’s on today?”, Paris 15-16 May

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ERA Convention 2013 Social media in the rental industry (and not only)

Are social media a revolution?

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ERA Convention 2013 Social media in the rental industry

http://youtu.be/QUCfFcchw1w

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ERA Convention 2013 Social media in the rental industry

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ERA Convention 2013 Social media in the rental industry

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ERA Convention 2013 Social media in the rental industry

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ERA Convention 2013 Social media in the rental industry

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ERA Convention 2013 Social media in the rental industry

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ERA Convention 2013 Social media in the rental industry

• capabilities

• experience

• timescales and deadlines

• effects on core activities, distraction

• market development

• new markets

• niche target markets

• competitors intentions

• new technologies

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ERA Convention 2013 Social media in the rental industry

The social media ecosystem

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ERA Convention 2013 Social media in the rental industry

“Twitter is the tool we use the most. I tweet a photo or take videos from our youtube channel for every new piece of equipment which arrives.Tweets are immediate and don’t cost anything and in a matter of seconds you reach your followers. And it’s easy to search for the equipment, as long as I include its name in the tweet.”

Paolo NapoleoniUsed EquipmentResponsible& Social Media Managerat Omeco spa

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ERA Convention 2013 Social media in the rental industry

“Sometimes we tweet photos of us at work to show what we are capable of.

Twitter is a great source of information. You can find out all the news and information about a trade fair without necessarily having to go to it”

Paolo NapoleoniUsed EquipmentResponsible& Social Media Managerat Omeco spa

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ERA Convention 2013 Social media in the rental industry

“We use time-lapse photography and videos on youtube to show the characteristics of our equipment.One of our videos has been seen 1,202,958 times!”

Paolo NapoleoniUsed EquipmentResponsible& Social Media Managerat Omeco spa

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ERA Convention 2013 Social media in the rental industry

”Linkedin was the first social networkwe used. It’s important to developtrust by allowing people to see yourbusiness network, people you know in common and feedback from others. ”

Paolo NapoleoniUsed EquipmentResponsible& Social Media Managerat Omeco spa

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ERA Convention 2013 Social media in the rental industry

”We deliberately decided not to usefacebook because we think it is a waste of time for our business as itwould be quite low profile.”

Paolo NapoleoniUsed EquipmentResponsible& Social Media Managerat Omeco spa

”Abbiamo scelto di non utilizzarefacebook: è vero che è il social networkpiù diffuso,a lo riteniamo di basso profilo per il nostro business e temiamo che per noi significhi solo unaperdita di tempo.”

Paolo NapoleoniUsed EquipmentResponsible& Social Media Managerat Omeco spa

”We preferred to invest in this logo in ouryard so that people who look for us usinggoogle maps know exactly where we are. ”

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ERA Convention 2013 Social media in the rental industry

• Outsourcing in social media: not too good

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ERA Convention 2013 Social media in the rental industry

• Outsourcing in social media: not too good

• Social media is only one of the possible strategies: remember search engine marketing, email marketing, and of course the quality of the website. They are “must be requirements”

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ERA Convention 2013 Social media in the rental industry

• Outsourcing in social media: not too good

• Social media is only one of the possible strategies: remember search engine marketing, email marketing, and of course the quality of the website. They are “must be requirements”

• Analytics: measure every marketing action

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ERA Convention 2013 Social media in the rental industry

Thanks for your attention