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'Selfie' Marketing: Using Social Media to Show Your Best Side
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'Selfie' Marketing: Using Social Media to Show Your Best Side

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Although the origin stems from one of the many made up social media terms used, the word 'selfie' has recently been introduced and recognized in the Oxford Dictionary. Many know that the word refers …

Although the origin stems from one of the many made up social media terms used, the word 'selfie' has recently been introduced and recognized in the Oxford Dictionary. Many know that the word refers to "a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website.” In short, a selfie captures the best qualities of the object or person on the other side of the camera.

Join Ansley Sudderth, Social Media Training and Communications Coordinator with For Rent Media Solutions™, as she demonstrates how marketers can apply the selfie phenomenon to online promotional and advertising tactics. You'll leave this session with tips to help you show your brand's best side!

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  • HI good afernoon, welcome to today’s webinar. We will get started shortly. Thank you!
  • Good afternoon everyone, I’m AnsleySudderth, Social media training and communications coordinator with For Rent Media Solutions. Thanks for joining me today. Welcome to today’s FRMSChat. If I haven’t met you, it’s a pleasure. I’m here to serve you as your go-to girl for all things social media. If today’s session gets your creative juices flowing and you want to talk about ways you can enhance your social footprint, please don’t hesitate to get in touch with your For Rent rep or simply shoot me an email and I’m happy to help!
  • So before we get started, we are using the hashtag #FRMSChat on twitter so if you have any feedback, questions or maybe some insight, feel free to use the hashtag and one person using our hashtag will receive a $20 gift card! And we’ll announce the winner at the end of the webinar so sit back and relax!
  • We are talking about selfies today andI’m wondering if you came to this session purely out of curiosity’s sake. You’re probably wondering how in the world I am going to tie-in the whole selfie phenomenon with marketing in the multifamily space. It’s simple! Think about it this way, in the same way a person takes a photo of themselves to capture their best qualities, you property managers and real estate agents should be capturing and displaying the best qualities of the properties you represent! So, let’s start off talking about selfie culture and other consumer trends that can be revealed by examining this movement. We will chat ways you can apply these trends to your marketing efforts. We’ll close today’s #FRMSChat with some examples of properties using social media to show their best side.At the end of our session, we will share a few valuable links so be on the lookout, then we’ll wrap things up with any Q&A that wasn’t answered during the webinar. We have one of our For Rent social media experts on the twitter chat to interact with you and for those of you not on Twitter, don’t worry, we will be sending a follow up email with the links to today’s resources.
  • What is the selfie culture and why has it gone viral in the last few years?
  • If you’re not familiar with the term, it was the 2013 word of the year, and according to the Oxford Dictionaries, is defined as “a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website.”
  • This two step process has taken the social world by storm and everyone from celebrities to everyday Joe’s are capturing the best qualities of themselves and sharing those real-time visuals on high traffic sites like Facebook, Instagram, Twitter, etc.
  • -The rise of the selfie has become universal -- between presidents, popes, celebrities and citizens alike -- and the trend is only continuing to grow. A recent survey conducted by the Pew Internet & American Life Project found that 54 percent of Internet users have posted original photos online. And of those hundreds of millions of photos, many are of the self-depicting variety.-For example, currently there are nearly 62 million tagged selfie photos on Instagram, the social media tool that has significantly contributed to the personal portrait's popularity. That figure, which continues to rise every day, doesn't even begin to include the selfies shared on Facebook and Twitter.
  • The Huffington Post interviewed psychologist, Dr. Pamela Rutledge who said the…So, getting a ‘Like’ on a selfie is like going to a party and having someone tell you, “I love your shoes!” Remember in past sessions, we talked about Maslow’s Hierarchy of needs?
  • This speaks directly to several of the basic needs we as humans and consumers need to feel validated.
  • This phenomenon tells marketers exactly how to interact and engage with today’s socially plugged in consumer. We also can understand that type of person we’re marketing to so that our messaging makes a connection.
  • The cute little girl in the AT&T commercial couldn't have said it better. Today’s consumer craves visual connection. We’ve talked about the need for instant gratification being prominent with consumers and that’s as clear as ever these days.
  • Today’s apartment shopper and home buyer is plugged in at all times and to the point where they’ve developed a serious case of FOMO which is the fear of missing out. These are the folks that reach out to you immediately and expect that reciprocity in return. For you multifamily peeps, think about the ways you could help keep your residents and prospects in the loop. One marketing tool that comes to mind is our Text-a-Resident/ Tex-a-Prospect tool.
  • This is an instant cure for FOMO and right up your consumer’s alley. Get in touch with For Rent rep today if this is something you think would help bring out your property’s best side in regard to establishing an open line of communication.
  • The selfie culture has revealed that today’s consumer is all about the ‘now’. You know the saying “money talks”, well in the social space, time talks just as much if not more than money. The shelf life for current events is shorter than ever and relevancy is what is going to move the needle. If this is any indicator as to how we should be crafting messaging to our consumer, it’s telling marketers that evergreen, timely bite sized pieces of info is what your audience wants.
  • The great thing about this culture is that consumers want to engage with you in social spaces. If you’re strong suite is a quick response time, make sure you’re showing your best side by responding to questions and reviews online. This is a chart from a study called The Social Habit of which Social Influencer Jay Baer conducted the research. He and his colleagues found that 42% of people expect a brand to respond to them within an hour. 32% expect a brand to respond within 30 min!
  • Now that you have a grasp of how to communicate in this culture, how can you apply it to your marketing efforts?
  • Trend watching can help you better market your product.
  • And this trend in particular shows us that real-time visuals should be implemented into your marketing. Whether it be promoting your amenities or highlighting your prime location, you can be sharing the best things about your community or property via social media.
  • Let’s go over a few ways you can show your best side using social.
  • One of the top must-have’s for most renters and buyers is location. Proximity to work, friends and family, play a vital role in the decision making process for a renter or buyer.
  • What better way to be visual and convey how prime your location is then with video? A short, sweet video can make all the difference for a renter or buyer that’s on the fence. FRVideo, is one of your many tools to help you show your best side through social media. Our production team can capture the essence of your location and other geo-specific perks that speak to your target audience.
  • Amenities are another must-have for renters and buyers and they very per each person’s needs. This is a list of the top 10 most-searched apartment amenities to help you have an idea of what apartment shoppers are looking for. No matter if you have one or all of these amenities at your community, it’s vital to advertise and promote themon your social sites.
  • One way you can do this is again, with FRVideo. You see here that I took screenshots of a couple of properties that are utilizing this tool and their amenities get full coverage in the video.
  • Another clever tactic is to capture the best parts of your community using Vine. Vine is the video app that captures anything and everything in 6 seconds. Cumberland Pointe did a great job at capturing all of the amenities located on their property.
  • Instagram is probably the most visual social network to date. Here are some examples of apartment communities capturing the best features of their property using the semi-pro filter options as well as a rich description and ample hashtags to give that content more reach.
  • Facebook is still the most popular social media network so make sure your cover photo is on point when people come to your page. Think of your cover photo as a virtual handshake. This is the first impression a person is going to have when encountering your brand in the Facebook space. Your cover photo is a great opportunity for you to highlight the best features of your community within that space. If you’re using the FRSocial tool, Social Management, you’ll find an easy to use cover photo editor with options ranging from a variety of templates to a combination of color schemes and fonts to make your cover photo unique and align with your company branding. So if you have access to this tool, you’ll definitely want to start using it!
  • What better way to show your best side than to have your rockstar residents do it for you?! Talk about working smarter, not harder right? Whether your positive reviews are coming from places like Yelp, Google plus or even Facebook, highlight those stellar reviews so others can see them! If you’re an admin of your community's Facebook page, you now have the option to respond directly to each review as your property which is really going to help you control your messaging and close the gap between response times.
  • Customer service is one of the best ways to show your best side. Social media makes it extremely easy to share content that places you under a positive light. This is an example of how a property management company is empowering and sharing the great maintenance people they have on staff.
  • Another way to both empower internally and show your best side to your audience is by recognizing your team members online. That’s really going to kill two birds with one stone and help you work smarter and not harder.
  • Lastly, great marketing and smart marketing always has an element of surprise. How easy would it be to adopt this trend and make your residents’ day especially when doing a chore that most people dread. I mean, who wouldn’t share this on Facebook or Instagram? I know I would.
  • So I hope these real-life examples will help you to explore ho you can show your best side using social media. Remember most if not all of the example were executed in-house.
  • These are some links that you’ll find useful when you are applying today’s topic to your marketing strategy. These are going to help you out of the gate. So I will chat these with our audience now and these will also be shared as a resource in a follow up email we’ll send you.
  • At this time, I’m happy to take any questions you may have. As question start to come in, I have a few moments to share ways we can make things easier for you.
  • One of the marketing tools we’ve updated to make marketing easy for you is the all new ForRent.com® app. Yes folks, searching on the go just got easier!The App just hit the Apple and Google Play stores and we invite you to download it! The brand new design offers a highly visual and engaging layout for your mobile ad. This includes large property photos, videos, floorplans, and strong, clear calls to action to convert prospects into leads. This app s is jam-packed with unique, user-friendly search features, such as the commute time calculator and the pet-friendly filter so renters will be able to find your community easier than ever while on the go!For you Apple enthusiasts, go to: Apple: Bit.ly/FRCapple and loyal Android users can go to Android: Bit.ly/FRCandroid to discover how you can expand your mobile reach.
  • Let’s announce today’s winner! The winner is… Congrats and thanks for participating on Twitter. If you would, please DM us your info and we will get your gift card in the mail!
  • Thanks to all of you who are listening. We hope you feel confident in responding to online reviews with these tips. Before you go, make sure you follow and Like us on our social channels, we absolutely love interacting with you! That being said, everyone have a great and safe holiday and I will speak with you in 2014!

Transcript

  • 1. ‘Selfie’ Marketing: Using Social Media to Show Your Best Side
  • 2. Presented by Ansley Sudderth Social Media Training & Communications Coordinator Ansley.Sudderth@ForRent.com
  • 3. Join in the conversation! Chat with @AptsForRent for the chance to win $20!
  • 4. Agenda • The Selfie Culture • What Selfie Culture Says About Today’s Consumer • What You Can Learn from the Selfie Phenomenon • Ways to Show Your Best Side Using Social • Valuable Links • Q&A
  • 5. The Selfie Culture
  • 6. Selfie Culture selfie: A photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website.
  • 7. Selfie Culture Click it Share it
  • 8. Selfie Stats 54% percent of Internet users have posted original photos online*. There are nearly 62 million tagged selfie photos on Instagram *Pew Internet & American Life Project Source: Huffington Post
  • 9. Selfie Psychology “The desire to take, post and get ‘Likes’ on selfies goes back to a biological behavior all humans are wired for. – Dr. Pamela Rutledge, psychologist
  • 10. What Selfie Culture Says About Today’s Consumer
  • 11. A Craving for Visual Social Media
  • 12. A Serious Case of FOMO
  • 13. Cure FOMO With TAR/TAP!
  • 14. All About the ‘Now’
  • 15. The Need to Engage Is Real
  • 16. What You Can Learn from the Selfie Phenomenon
  • 17. Trends Revealed
  • 18. Apply This Trend to Your Marketing Efforts
  • 19. Ways to Show Your Best Side Using Social
  • 20. Location
  • 21. Display Location with FRVideo
  • 22. Amenities 1. Washer/Dryer In Unit 2. Washer/Dryer Hookups 3. Air Conditioning 4. Furnished Available 5. Patio or Balcony 6. Hardwood Floors 7. Dishwasher 8. Walk-in Closets 9. Fireplace 10. Wireless Internet Access
  • 23. Highlight Amenities with FRVideo
  • 24. Highlight Amenities Using Instagram
  • 25. Highlight Amenities Using Facebook
  • 26. Put Stellar Ratings on Blast! Admins can respond to Facebook reviews with ease!
  • 27. Promote Customer Service
  • 28. Recognize Team Accomplishments
  • 29. Surprise Awesome Residents
  • 30. Valuable Links
  • 31. Valuable Links • Blog post: 5 Ways to Make Your Brand Lovable http://bit.ly/FRMSLovableBrand • Blog post: Top 10 Most-Searched Amenities http://bit.ly/Top10MostSearchedAmenities • New App: The all new ForRent.com® Mobile App! Apple: Bit.ly/FRCapple Android: Bit.ly/FRCandroid
  • 32. Q&A
  • 33. Photo and Statistics Credit http://www.rampcreative.com/web/wp-content/uploads/2012/02/consumerbrand-630x143.png http://rampcreative.com/blog/branding-identity/brand-attraction/ http://deltamedia.ca/wp-content/uploads/2013/02/DMI-Website-Strategic-Chess-Piece-Blue-Slider.png http://de5sa1m7berpk.cloudfront.net/wp-content/uploads/2012/07/5-rules-social-media-interactions.png http://4.bp.blogspot.com/-ddrSvaGMG0Q/Tf3Uk9QBCvI/AAAAAAAACH0/G6PcSNgseyA/s1600/hilarious_signs_640_16.jpg http://3.bp.blogspot.com/-uza3oBCIQCk/UpD0Bl5goOI/AAAAAAAAH8Y/8sfxsDCurJk/s1600/the-rise-of-self-photo-selfie-infographic.png http://2.bp.blogspot.com/-kaCEePlwyXs/UVjVJnIqVJI/AAAAAAAAA9A/sikCUsXL0Yc/s1600/adorable-dog-selfie.jpg http://bltnotjustasandwich.files.wordpress.com/2012/06/vermeer.jpg http://i1.wp.com/contentmarketinginstitute.com/wp-content/uploads/2013/01/bigstock-Trend-Concept-With-Magnifying-32766923.jpg http://blog.korywoodard.com/wp-content/uploads/2013/05/want-more-now.jpg http://faithtruthandlovemag.com/wp-content/uploads/2013/08/photo-15-e1377210473606.jpg http://m5.paperblog.com/i/78/789520/the-new-currency-is-time-thinkibility-nibble-L-W_zFH3.jpeg http://socialhabit.com/secure/wp-content/uploads/2012/09/Slide1.png http://cdn2-b.examiner.com/sites/default/files/styles/image_content_width/hash/01/65/1367246601_6514_fomo.jpg?itok=LqUSgNF3 http://www.channel4.com/assets/programmes/images/location-location-location-1.png https://cdn3.iconfinder.com/data/icons/squarepants-3/512/flat_22-512.png http://www.financialsense.com/sites/default/files/users/u131/images/2013/COM-Maslows-Hierarchy-Of-Needs.jpg