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Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
Social Media Profiling, Vivek Sodera, Rapleaf
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Social Media Profiling, Vivek Sodera, Rapleaf

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Vivek Sodera, Co-Founder of Rapleaf discusses the new business of social media profiling and making social media connections actionable for marketers. Presented to the 2010 Apartment Internet …

Vivek Sodera, Co-Founder of Rapleaf discusses the new business of social media profiling and making social media connections actionable for marketers. Presented to the 2010 Apartment Internet Marketing Conference in Huntington Beach, CA. aimconf.com

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  • 1. AIM 2010
    Social Media Engagement for Apartment Marketers
    Vivek Sodera
    Co-Founder / Business Development
    Rapleaf
    vivek@rapleaf.com / @vsodera
  • 2. Contents
    vivek@rapleaf.com / @vsodera
    2
    10/13/2009
  • 14. 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
    • 15. 400+ million consumers
    • 16. 60+ billion friend connections
    vivek@rapleaf.com / @vsodera
    3
    10/13/2009
  • 17. Rapleaf | About
    Rapleaf Universe
    Who – demographics
    Where – footprint online
    What – affinities, interests
    With Whom – friend connections
    Rapleaf Process
    vivek@rapleaf.com / @vsodera
    4
    4
  • 18. Social Media Landscape
    Demographics
    Usage – 80/20 Rule
    vivek@rapleaf.com / @vsodera
    5
  • 19. Social Media Landscape
    Early vs. Recent Adopters
    vivek@rapleaf.com / @vsodera
    6
  • 20. 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
    vivek@rapleaf.com / @vsodera
    7
  • 21. 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)
    • 22. Ping potential ambassadors or influencers with special offers & incentives
    • 23. 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
    vivek@rapleaf.com / @vsodera
    8
  • 24. 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
    vivek@rapleaf.com / @vsodera
    9
  • 25. Facebook – What Will Be Covered
    • Facebook Connect
    • 26. Engagement Ads
    • 27. Facebook Ads
    • 28. Recent Facebook Changes
    vivek@rapleaf.com / @vsodera
    10
  • 29. 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
    vivek@rapleaf.com / @vsodera
    11
    *credit: Ian Schafer & Tyler Willis
  • 30. Facebook – Sexy Apartment Listings
    Craigslist
    Website
    Twitter
    Search Landing Page
    Email
    Youtube
    Yelp
    3rd Party Listing Sites
    vivek@rapleaf.com / @vsodera
    12
  • 31. Facebook – Make Your Fanpage Sexy
    Involver:
    vivek@rapleaf.com / @vsodera
    13
  • 32. Facebook – The New Webpage
    Great Examples:
    Traffic
    Email address capture form (leads)
    vivek@rapleaf.com / @vsodera
    14
  • 33. 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
    vivek@rapleaf.com / @vsodera
    15
  • 34. Facebook – News Feed Optimization
    No One Visits Your Fanpage (True Story)
    • Focus on converting visitors --> fan (interact through the newsfeed, NOT the page).
    • 35. 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
    • 36. 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])"
    vivek@rapleaf.com / @vsodera
    16
  • 37. 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
    vivek@rapleaf.com / @vsodera
    17
  • 38. Twitter – Remember…
    • Engage, Engage, Engage: Engage with existing Twitter followers & known FB fans
    • 39. Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP
    • 40. Track: Periodically measure aggregate sentiment and aim to continually increase in positivity
    vivek@rapleaf.com / @vsodera
    18
  • 41. 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)
    vivek@rapleaf.com / @vsodera
  • 42. Foursquare – Go the Extra…
    Tips*
    Go the Extra Inch:
    • List your business location so it shows up in results when users are nearby.
    • 43. Add unique tips and to-dos for local restaurants, retailers and other venues.
    • 44. Offer a reserved parking spot to the “Mayor” of your community.
    • 45. Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.
    • 46. 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.
    • 47. Get out in the neighborhood and help more businesses create their own Foursquare deals.
    • 48. Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.
    • 49. Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.
    • 50. Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”
    vivek@rapleaf.com / @vsodera
    20
    *credit: Mike Whaling/30lines
  • 51. 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
    • 52. Moving In  Comcast, Bed Bath & Beyond coupons
    • 53. Pool party / BBQ  Conditional sponsorship of food/drinks
    • 54. Local events  Email, tweet, or message tenants
    vivek@rapleaf.com / @vsodera
    21
  • 55. 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.
    vivek@rapleaf.com / @vsodera
    22
  • 56. Summary - Strategies
    vivek@rapleaf.com / @vsodera
    23
  • 57. You Want More?
    Offline Data
    Social Graph
    • Targeting friends
    • 63. Extending reach
    • 64. Social Affinity
    Micro-Targeting
    • Target lists of people for postal and/or email programs
    • 65. Serve display media to only people you want
    • 66. Use customer insight to tailor messaging and media plan
    Social Data
    • Social Site Affiliation
    • 67. Interests and brand affinities
    • 68. Occupation
    • 69. Education
    • 70. Location
    vivek@rapleaf.com / @vsodera
    24
  • 71. 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
    vivek@rapleaf.com / @vsodera
    25
  • 72. Questions?
    Contact:
    Vivek Sodera
    vivek@rapleaf.com
    Twitter: @vsodera
    510.919.6221
    vivek@rapleaf.com / @vsodera
    26

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