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Integrating Social Media Into an Overall Marketing Plan


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Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join …

Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Jamie Gorski, Senior Vice President, Corporate Marketing with The Bozzuto Group, and Erica Campbell Byrum, Director of Social Media for and, as they examine the potential power of social media channels and share how to achieve successful marketing results with Internet marketing components.

This presentation was given at Landlord WEBCON on May 8, 2014 in Toronto, Canada.

Published in: Real Estate, Business, Technology

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  • 1. Integrating Social Media Into an Overall Marketing Plan @EricaCampbell
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  • 5. Brainstorm DistributeCollaborate AuditIdentify
  • 6. Identify Goals, Audience & Content Team1
  • 7. Set Your Goals 1. Build trust and rapport with your audience 2. Attract new prospects to your marketing system 3. Explore prospect and resident pain 4. Provide solutions and overcome objections 5. Deepen loyalty with existing residents 6. Build your reputation with search engines
  • 8. Keep Your Strategy Simple • Who is your audience? • What are you going to say (that is useful)? • Where will you say it? (channels, vehicles) • When will you say it?
  • 9. Develop Buying Personas – First Time Fran • Socializing singles • Urban-dwellers • Hip • Cutting-edge culture • Exercise enthusiasts KEY TRAITS • Financially-sensible • Risk takers • Internet-savvy • Digitally-literate • Relies heavily on social networks FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford. Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family. Content focusing on budgeting and first time renters would have a more significant impact with this persona. ENGAGEMENT INSIGHT
  • 10. Determine what questions and fears your personas have at each stage of the buying process. Source: Leftbrain DGA Buying Cycle •Interested Prospects •New Residents •Returning Residents •Current Residents •Former Residents First Time Fran is concerned about having a limited budget.
  • 11. Establish Your Content Team Editor Content Owners/SMEs Creative/Writing - Owner - Marketing VP - Marketing Mgr. - Regional Mgr. - Property Mgr. • Editing content • Assigning projects • Managing projects • Maintaining voice/style • Approving and publishing content • Giving feedback to contributors • Facilitating team meetings • Being creative • Creating content • Taking photos/making videos • Participating in brainstorming - Internal - External
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  • 14. Sample Workflow multifamily-social-media.comSource: Divvy HQ
  • 15. Audit & Identify the Gaps in your Content2
  • 16. Conduct an Audit & Map Content Do you have budget- friendly or apartment searching content for First Time Fran? Source: Leftbrain DGA
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  • 18. Brainstorm Themes, Topics & Content Types3
  • 19. Themes, Topic & Alignment Content Themes: Beyond your business Topics: Specific titles or content ideas Content Types: eBooks, events, white papers, emails, etc.
  • 20. Monthly/Quarterly Themes • Stay focused • Better story ideas • Engage with community
  • 21. Month View
  • 22. Layers of Written Content Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of-articles, resident events How-to articles, checklists, infographics
  • 23. Selecting the Right Content Think about First Time Fran
  • 24. Determine Content Types • Video (Shot-form: Instagram & Vine, Long-form: YouTube) • Images • Podcast • Email • Whitepapers • Articles/blog posts • eBooks • Facebook update, Tweet, G+ post, pins • Pay-Per-Click ads
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  • 26. Managing the Editorial Calendar 4
  • 27. Determine Your Publishing Schedule • What are you going to publish? • How often are you going to publish? • Who will be responsible for researching, writing, designing, approving, publishing, and sharing the content?
  • 28. Frequency Sample • Social media updates = daily • Website articles = 3 times per week • eNewsletters = 2 times per month • Video = 2 times per month • PR/News releases = 1 time per month
  • 29. Create Your Editorial Calendar • Designate one person to manage it • Simple is better and cleaner • Easily shared + edited • Accessible
  • 30. Create a Social Posting Calendar
  • 31. Promoting & Distributing Your Content 5
  • 32. Distribution Channels 1. Organic Social Media 2. Syndication Partners 3. Local Publications 4. Newsletters/Email 5. Paid Social Media 6. Paid Distribution ILS Bloggers
  • 33. POE
  • 34. Cross-Promote Socially
  • 35. Brainstorm DistributeCollaborate AuditIdentify
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  • 41. @AptsForRent & @ericacampbell +AptsForRent /AptsForRent /AptsForRent /AptsForRent Erica Campbell Byrum Director of Social Media &