Social Media Profiling, Vivek Sodera, Rapleaf

AIM 2010
Social Media Engagement for Apartment Marketers
Vivek Sodera
Co-Founder / Business Development
Rapleaf
vivek@rapleaf.com / @vsodera

Contents
Rapleaf | About
Social Media Landscape
Social Media Trends
Email-to-Social
Facebook
Twitter
Foursquare
Plancast
Additional Platforms
Summary
Something Extra…
Contact
2
10/13/2009

Rapleaf | About
Rapleaf provides social media data and consumer insight to drive acquisition, retention and data intelligence activities. With the largest and most comprehensive social media database, Rapleaf helps clients exceed marketing objectives.
Headquarters: San Francisco, CA
Satellite Offices: Chicago, IL
New York, NY
I
Like
cats
Food Network
Fan
NASCAR
Fan
Quick Facts
Data on 900+ million records
400+ million consumers
60+ billion friend connections
3
10/13/2009

Rapleaf | About
Rapleaf Universe
Who – demographics
Where – footprint online
What – affinities, interests
With Whom – friend connections
Rapleaf Process
4
4

Demographics
Usage – 80/20 Rule
5

Early vs. Recent Adopters
6

Social Media Trends
Trends
-Facebook is new webpage
-Socialized commerce
-FB Connect  massive ad network (100MM)
-Content distribution timescale:
Past (Asynchronous) Present (Realtime) Future (Intent)
Blog/Reviews Twitter/Foursquare Plancast
-Social broadcasting is on the rise
7

Email-to-Social: Unanonymize
Strategy:
-Identify existing and potential tenants/leads on social
-Target email marketing to those on FB & Twitter
Ask to fan/follow your page(s)
Ping potential ambassadors or influencers with special offers & incentives
Ping groups of friends
-Ping folks that change location (via LinkedIn, etc)
Case Study: Cosmetics Company
-Company wanted to expand FB fan base
-We identified which customers were on FB
-Company sent targeted email to FB customer base to fan on FB fan page
-Company fanbase grew 10,000% in weeks
>50% on Facebook
8

Email-to-Social: Identify Influencers
Social Influencers Can Broadcast Your Message
Influencers – Targets for word-of-mouth marketing campaigns
Friend counts of customers
Case Study: CPG
-CPG interested in leveraging 'mommy bloggers' for brand equity purposes
-Un-anonymized customer set (4M)
-Identified socially influential 'soccer moms'
-CPG reached out to influencers & had them participate in blog/Twitter campaign
9

Facebook – What Will Be Covered
Facebook Connect
Engagement Ads
Facebook Ads
Recent Facebook Changes
10

Facebook – Measure
Social Media Sabermetrics
-Identify your business goals
-Set your Key Social Performance Indicators (KSPIs)
-Develop low-investment programs that should drive KSPIs
-Optimize tactics based on performance of KSPIs
Standard KSPIs
-Subscribers (email, RSS, or notifications)
-Content consumption
-Socially-indexed conversations
-UGC (photos/videos/wall posts added by fans)
-Pageviews
-Number of fans
-Number of comments/likes
-Time engaged with the site
-Total unique visitors
11
*credit: Ian Schafer & Tyler Willis

Facebook – Sexy Apartment Listings
Craigslist
Website
Twitter
Search Landing Page
Email
Youtube
Yelp
3rd Party Listing Sites
12

Facebook – Make Your Fanpage Sexy
Involver:
13

Facebook – The New Webpage
Great Examples:
Traffic
Email address capture form (leads)
14

Facebook – Be Social Yet Professional
Social Media is One Big Cocktail Party
Be Professional
Embrace the Community
-Make it aesthetically pleasing (Involver)
-Ask questions/get feedback (Brandglue)
Online
Offline
15

Facebook – News Feed Optimization
No One Visits Your Fanpage (True Story)
Focus on converting visitors --> fan (interact through the newsfeed, NOT the page).
Newsfeed algorithm – EdgeRank
(1) Affinity score between the viewing user and the item's creator; higher affinity score if you send your friend FB messages and look at their profile
(2) Weight for edge type (create, comment, like, tag, etc.); comment has more importance than a like
(3) Time decay factor based on how long ago the edge was created
BrandGlue: Make clients' status updates appear in their fans' newsfeed more often
Call your fans to action (ask for comments) –
Not Great: Better:
“Units available here: [link]" “How important is the community environment when selecting an apartment to rent? (BTW, we've got special discounts ` on the following units: [link])"
16

Twitter – Setting Up Your Page
Twitter Page
-Don’t tweet crap…learn from Shaq
-Tweet open listings and vacancies
-Alert tenants of apartment updates
-Engage influencers & potential ambassadors
-Beautify your Twitter page & provide contact info
-
Twitter Search
Basic Monitoring Advanced Monitoring
-TweetDeck, Hootsuite, etc.
-Track/monitor your company’s mentions + competitor’s
-Stream tweets from apt hunters
-Radian6, Visible Technologies, etc.
-Advanced analytics in monitoring your company + competitors
-Sentiment analysis
17

Twitter – Remember…
Engage, Engage, Engage: Engage with existing Twitter followers & known FB fans
Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP
Track: Periodically measure aggregate sentiment and aim to continually increase in positivity
18

Foursquare
This Year’s Twitter
-Users check-in their location & broadcast to friends
-Combines the buzz of geo + realtime
-Users incentivized by points, badges, & mayor offers
Distributed Marketing
-Tenants check-in and broadcast to friends that they’re currently at their apt (friends likely to stop by and be exposed to apartment surroundings)
-Encourage tenants to check in
Mayorship
-Engage and embrace loyal tenants
-Offer incentives to Mayor of apt (5% off rent or reserved parking spot)

Foursquare – Go the Extra…
Tips*
Go the Extra Inch:
List your business location so it shows up in results when users are nearby.
Add unique tips and to-dos for local restaurants, retailers and other venues.
Offer a reserved parking spot to the “Mayor” of your community.
Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.
Encourage as many people in your community as possible to join Foursquare, then share their best tips and to-dos on your blog.
Go the Extra Mile:
Track Mayor deals and check-in coupons for other businesses in the area, and post them on your website.
Get out in the neighborhood and help more businesses create their own Foursquare deals.
Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.
Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.
Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”
20
*credit: Mike Whaling/30lines

Plancast – A New, Upcoming Platform
Foursquare for the Future
-Event driven social broadcasting
-Combines geo + intent
-Business model is still unclear
-Gained traction at SXSW like Twitter & Foursquare before it
Plan Ahead
-Plan offers & incentives ahead of time:
Moving Out  Moving service (not U-Haul) offers
Moving In  Comcast, Bed Bath & Beyond coupons
Pool party / BBQ  Conditional sponsorship of food/drinks
Local events  Email, tweet, or message tenants
21

Additional Platforms
Yelp
-Monitor reviews for current and existing tenants and outreach
-Pro-actively upload images and content
Augmented Reality
-Minority Report like technology
-UDR gets it
Slideshare
-can upload 1-2 page sales material on apartment listings
-can capture leads thru embedded lead collection form: http://www.slideshare.net/business
Myspace/Hi5/Bebo/Friendster/etc.
-niche targeting: middle America, Latinos, African Americans, etc.
22

Summary - Strategies
23

You Want More?
Offline Data
Income
Presence of children
Home Ownership
Purchase Behavior
Lifestyles
Much more
Social Graph
Targeting friends
Extending reach
Social Affinity
Micro-Targeting
Target lists of people for postal and/or email programs
Serve display media to only people you want
Use customer insight to tailor messaging and media plan
Social Data
Social Site Affiliation
Interests and brand affinities
Occupation
Education
Location
24

Target Ads Based on Social Data
Target:
-existing fans/followers
-friends of current fans/followers
-existing & prospective tenants
-friends of tenants
-fans/followers of competitors
-custom & built out segments
YOUR AD HERE
YOUR AD HERE
25

Questions?
Contact:
Vivek Sodera
vivek@rapleaf.com
Twitter: @vsodera
510.919.6221
26

Social Media Profiling, Vivek Sodera, Rapleaf

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