Pinterest and Instagram for Business

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Social media accounts for 27% of all time spent online, so to say that they are an effective marketing resource would be an understatement. Furthermore, pictures obtain far more interaction than posts with simple text. The combination of these two resources make Pinterest and Instagram valuable assets to multifamily professionals to connect with consumers. Erica Campbell Byrum, real estate social media expert, explains the best practices of using these social sites for growing your real estate business.

This presentation was given at the Apartment Internet Marketing Conference (#AIMConf) on May 5, 2014 by Erica Campbell Byrum, Director of Social Media for Homes.com & ForRent.com.

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  • Pinterest and Instagram for Business

    1. 1. Pinterest & Instagram for Business
    2. 2. CREATIVE WAYS TO VISUALLY 10 TELL YOUR STORY
    3. 3. THE PIN CYCLE How a pin meets new people
    4. 4. Sources: Nielsen, Nirogram, Experian, and Emarketer
    5. 5. Sold within 6 days of being on Pinterest!!
    6. 6. 1. COMMUNITY INVOLVEMENT People will jump behind a cause before they support a brand.
    7. 7. 2. CREATE A SENSE OF FAMILY
    8. 8. 3. LIFESTYLE IMPROVEMENT
    9. 9. 4. BEHIND THE SCENES
    10. 10. 5. CUSTOMERS’ FAVORITE THINGS
    11. 11. 6. LOCAL
    12. 12. • Seasonal Boards • Home Décor • Recipes • DIY Projects • Moving Tips • Small Spaces • Organization • Going Green • Gift Ideas • Pets 7. APARTMENT LIFE TIPS
    13. 13. 8. RESIDENT EVENTS
    14. 14. 9. MARKETING/LEASING IDEAS
    15. 15. 10. MODEL STAGING IDEAS
    16. 16. THINKING OUT OF THE BOX
    17. 17. Source: Pinerly Study
    18. 18. VERIFY YOUR WEBSITE
    19. 19. PINTEREST ANALYTICS Track how many people are Pinning from your website, seeing your Pins, and clicking your content
    20. 20. ADD THE PIN IT BUTTON
    21. 21. PRODUCT PINS Includes real time pricing, availability & Pinners also get notifications when product Pins they’ve added drop in price
    22. 22. PLACE PINS Include a map, address, & phone number
    23. 23. GUIDED SEARCH
    24. 24. TOP PINNED PRODUCTS Showcase popular Pins right on your site
    25. 25. TAP INTO TOP INFLUENCERS
    26. 26. INFOGRAPHICS
    27. 27. UPGRADE YOUR PAST POSTS BEFORE AFTERAdd CTAs
    28. 28. If you could have the room of your dreams, what would it be? How would it look? How would it feel? • 1 winner • 10 items selected to purchase for 10 lucky participants from their “Décor by Me” Pinterest Boards.
    29. 29. PINTEREST TIPS • Pinterest is for engaging & creating the ideal lifestyle • Evoke ‘Pinspiration’with your pins • Pin it & they will come • Pin images with minimal text – unless it’s an intentional copy heavy message (ex: ecards or quotes) • Add the Pin It button to your site & blog • Use the Top PinsAPI to showcase popular Pins right on your site • Create pins around seasonal events & holidays to attract Pinners looking for specific content • Use words like: apartment, apartment in {city}, perfect space, for the home, home décor • Include hashtags for search • Use analytics to track what’s popular
    30. 30. PINTEREST TIPS Download the FREE Homes.com Pinterest White Paper bit.ly/HDCPinterestWhitePaper
    31. 31. CREATIVE WAYS TO VISUALLY 10 TELL YOUR STORY
    32. 32. Source: Instagram
    33. 33. BEFORE AFTER
    34. 34. Source: Instagram, Nielsen, Nirogram, Experian, and Emarketer
    35. 35. 1. CROSS PROMOTE Increase follower growth by cross- promoting to other social accounts
    36. 36. 1. CROSS PROMOTE
    37. 37. 2. FLOORPLANS & SPECIALS
    38. 38. 3. EVENTS & PERKS
    39. 39. 3. EVENTS & PERKS
    40. 40. 4. LIFESTYLE Emulate other Instagram users posting about your category
    41. 41. 4. LIFESTYLE People love food & animals
    42. 42. 4. LIFESTYLE Don’t forget video
    43. 43. 5. HAPPY RESIDENTS
    44. 44. 6. BEHIND THE SCENES
    45. 45. 7. CREATE A SENSE OF FAMILY
    46. 46. 8. FEATURES & AMENITIES
    47. 47. 9. SNEAK PEEK
    48. 48. 10. LOCAL Position yourself as the local expert
    49. 49. THINKING OUT OF THE BOX
    50. 50. ADD RELEVANT HASHTAGS Source: Piqora
    51. 51. ADD RELEVANT HASHTAGS Source: Piqora
    52. 52. See what hashtags & content are trending
    53. 53. HOST AN INSTAMEET EVENT Image: Brian Anthony Hernandez/Mashable
    54. 54. HOST AN INSTAMEET EVENT • Go to meetup.com/Instagram & find an InstaMeet meeting going on in your city or start your own • Meet at a bar, park or at your property to network, discuss your favorite filters & photo techniques • Snap photos of your property through an organized Photowalk • Organize a photo scavenger hunt throughout the city or property
    55. 55. ICONOSQUARE
    56. 56. Instagram analytics
    57. 57. INSTAGRAM FEED Allows you to showcase Instagram content on your website
    58. 58. Centralize your social media & blogs
    59. 59. CONTESTS Crowdsource content from employees & residents
    60. 60. CROWDSOURCE ADS Repurpose consumer generated contest photos for Facebook Ads
    61. 61. INFOGRAPHICS Break down the Infographics into smaller parts
    62. 62. SPONSORED ADS Coming soon!
    63. 63. PHOTO EDITING APPS • Piktochart (Infographics) • PicMonkey (Text) • Picframe (Multiple photos) • Phonto (Text) • Flipagram (Photo videos) • Rhonna Designs (Text/Designs)
    64. 64. INSTAGRAM TIPS • Start sharing photos of floor plans & models • Use filters & minimal text in images • Add an Instagram button on website • Take close-up shots of key features & amenities • Increase follower growth by cross-promoting to other social accounts • Use collages cautiously – images should not be too small where they are difficult to see • Crowdsource photos through contests • Use Iconosquare to track metrics • Use hashtags in comments – #YourBrand#Apartments#Apartment #ApartmentDecor#Home
    65. 65. bitly.com/AboutECB @AptsForRent +AptsForRent /AptsForRent /AptsForRent /AptsForRent Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com

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