Erica Campbell, Director of Marketing for For Rent Media Solutions presented this in Phoenix, AZ on 4/28/11 at the Lincoln Property Company Annual Marketing and Training Conference. The social web is constantly posting, uploading, sharing and ranting-about your brand. By these actions, consumers post and update their needs, desires and complaints across forums, microblogs like Twitter and social networking sites such as Facebook, Foursquare and LinkedIn, for all to view. Consumers are finally in control, and they have become the programmers, shaping their own experiences by interacting with our brands when they want, where they want, and how they want. Successful marketers need be at every touch point to connect with them. Maintaining an on-going positive relationship with your consumers, partners and prospects is critical to any brands long term success. Today, companies must be a part of the consumer dialogue. This session discussed sideways marketing tactics that revolve around removing friction, noise in a crowded space and uncertainty for consumers.

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

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. YouTube is the second largest search engine

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

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.

18. Benefits of Social Media

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

21. Advanced New Media Tactics

22. Integrated Marketing Approach

24. Foster retention and engagement among current fans, resulting in brand loyalty. Fan Acquisition

25. Profile vs. Business Page

26. Drive Shares & “Likes” http://developers.facebook.com/docs/plugins/

27. Drive Shares & “Likes”

28. Drive “Likes” & Awareness

29. Drive “Likes” & Awareness

31. Drive “Likes” & Awareness

32. Keep your conversation going by delivering eye-popping content and engaging applications directly to fans' news feeds. Engagement

33. Dynamic Rich Media

34. Dynamic Rich Media

35. Online Video

36. Optimized Videos

37. YouTube Search

38. Video: Integrated into SERP’s

39. Photos & Video

40. Mix Media

41. Mix Media

42. Integration of Blog

43. Integration ofTwitter

44. Foursquare: Location-Based-Marketing This “check-in” notification can also be cross promoted on Facebook and Twitter.

45. Integration of Foursquare

46. Engaging Outdoor

47. Marketplace on Facebook

48. Give users the chance to weigh in & provide insight. Market Research

49. Polls, Surveys & Quizzes

50. Twitter Search

51. LinkedIn for Prospecting

52. Enable users to opt-in to receive your marketing offers directly from your Facebook Page & reward users for taking actions. Drive Leads & Sales

53. Marketplace Network

54. Specials, Coupons & Offers

55. Reward Programs =

56. Referral Programs

57. Email & Mobile Sign Up

58. Increase Event Participation

59. Increase Event Participation

60. Optimized Twitter Profiles

61. Engage with users using social media to recruit and source talent. Recruiting & Hiring

62. Recruiting & Hiring

63. Recruiting & Hiring

64. Contests, Sweepstakes & Partnership Marketing

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

68. Facebook “Like” Contest 1,000+ New “Likes”, PV: 5,170, Unique PV:1,630, Photo Views: 521

69. Status Update Contest Total Stories: 61 New “Likes” (Fans): 111 Comments: 54 Wall Posts: 18 Total Interactions: 83 Facebook “Likes” (Content): 53 PV: 958 UPV: 258

70. Homes.com Ugly Sweater Contest

71. Contest Comparison Matrix

72. Partnership Marketing

73. Fair Housing Best Practices

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

81. Resources

82. Free Social Media Monitoring Tools

83. Updates & Management

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.

85. Stay Connected with Trends http://mashable.com/ http://www.socialmediatoday.com/ http://www.techcrunch.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://www.propeller.com/ http://www.killerstartups.com/

86. Follow Me slideshare.net/ericacampbell @ericacampbell linkedin.com/in/ericawcampbell facebook/ericawcampbell blog.forrent.com

87. Q&A

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