advanced integrated new media strategies: building great brands in the age of digital and mobile...

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