The Social Media Newsfeed: Next Generation Word of Mouth Marketing


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Virginia Love and Ed Spiegel will discuss the ever evolving social web and its effect on the Multi-Family Property Management industry. We are living in a time of fundamental change in how we consume news, and the main source of information gathering is shifting from traditional news websites to our friends and their “NewsFeeds.” It is estimated that 75% of news consumed online today is shared through social networks. What does this mean for the future of resident communication and how will Property Managers use this shift in behavior to their advantage?

Ed has been active in the Multi-Family Industry since 2007, having presented the RentMineOnline referral concept at NAA, AIM and Brainstorming among others. Prior to founding the company, Ed worked in venture capital and as a Technology Business Development Analyst in Silicon Valley for several years. He holds an Engineering degree from Duke University and an MBA.

Virginia Love, VP Marketing at Waterton residential, is a pioneer in experimenting with the social newsfeed. She has decades of experience marketing to residents but has been a true innovator in the world of understanding and utilizing the social feed. Virginia will share several case studies and examples of how she uses the social feed to both communicate to residents and help the residents themselves spread her marketing message to friends.

How can we make this webinar free? It’s because of our very generous sponsors, Call-Em-All and LeaseLabs, who paid your admission for you!

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  • The Social Media Newsfeed: Next Generation Word of Mouth Marketing

    1. 1. The Social Media Newsfeed<br />Next Generation Word of Mouth Marketing<br />Presented by<br />Virginia Love<br />And<br />Ed Spiegel<br />Proudly sponsored by:<br />
    2. 2. Why We Need the Feed<br /><ul><li> News Consumption is shifting to the Social Web. Estimated 75% of all news is consumed on social networks.1
    3. 3. Everyone is connected to “the grid.” In one click, customers “share” with hundreds of friends.2
    4. 4. Monthly, an average of 30 billion pieces of content (links, notes, photos) are shared on Facebook alone.</li></ul>1<br />2<br />
    5. 5. How it works<br />Strength of Friendship <br /># of Comments on Post <br />Time: Most Recent Posts <br />Prime Newsfeed<br />Placement<br />
    6. 6. The Effect of the Feed on Advertising<br />‘Facebook Drives Eyeballs and Purchase Decisions’<br />May, 2010<br />‘Facebook Touts Selling Power of Friendship’<br />June, 2010<br />‘How News Consumption is Shifting to the Personalized Social News Stream’<br />Sept, 2010<br />
    7. 7. How Easy is It For Your Brand to Leverage Social Media?<br />Sexy Brands<br />Kim Kardashian<br /> Old Spice<br />Non-Exclusive<br />Exclusive<br />Multifamily Community<br />Basic Brands<br />
    8. 8. Poll!<br />Have you clicked on any corporate advertisements on Facebook this week?<br />
    9. 9. What is Working…<br />Create a brand relationship on Facebook like a friendship <br /><ul><li> How do you communicate with friends on Facebook?
    10. 10. Comment on photos
    11. 11. Like their status
    12. 12. Read interesting content
    13. 13. Vote on their outfit
    14. 14. Lightweight promotions, instant gratification
    15. 15. Interactions that take seconds, not hours </li></ul><br />
    16. 16. What is NOT Working…<br />Deep Campaigns-Involved games, prediction contests, treasure hunts that include friends. Complicated and expensive.<br />Sweepstakes-Relatively low conversion rates andlimitedviral uptake. Tend to attract unengaged users who are there for the prize rather than brand relationship.<br />Generic or broad information that does not apply to audience.<br />
    17. 17. Old Spice Case Study<br />Old Spice Case Study<br /><ul><li> Utilized Twitter and Facebook to make socially interactive ad campaign
    18. 18. Public Tweeted about Old Spice in hopes of a personal response (Alyssa Milano, Ashton Kutcher, etc.)
    19. 19. Old Spice global brand engagement that spread to millions by tweets, posts and blogs</li></ul><br />
    20. 20. Old Spice Case Study:<br />The Take-Aways<br />GOAL: Build brand awareness<br /><ul><li>Old Spice examined their current customer base, females
    21. 21. Targeted couples to have a “conversation” about body wash
    22. 22. Built brand as a stable, classic American product causing new customers to consider Old Spice for first time
    23. 23. Old Spice captured 75% of on-line conversations in the category</li></li></ul><li>American Airlines Case Study<br />
    24. 24. American Airlines Case Study<br />
    25. 25. American Airlines Case Study<br />Take Aways:<br />Reward Your Customers<br />Instant Gratification<br />Simple and Easy<br />
    26. 26. Adam ArnoldDirector of Business DevelopmentCall-Em-All, LLC(877)<br />Automated Calling & Texting<br />Webinar Promotion<br />100 Free Credit Trial Enter Group Code: Insider<br />at<br /><br />
    27. 27. Poll!<br />Have you ever shared something on Facebook such as an interesting article, coupon, video, etc?<br />
    28. 28. Linking Back to Multi-Family: Contests<br />
    29. 29. Linking Back to Multi-Family: Referral Programs<br />
    30. 30. Multi-Family Case Study: Presidential Towers<br />NEED: Effective Communication Tool<br />GOAL: Inform customers and create excitement <br />ANSWER: Customers customize how they would like to receive information<br />
    31. 31. Multi-Family Case Study: Presidential Towers<br />
    32. 32. Using the Stream to Communicate with Residents<br />
    33. 33. Newsfeed and Twitter Stream in Print<br />
    34. 34. Multi-Family Case Study: Presidential Towers<br />
    35. 35. Multi-Family Case Study: Bingo<br />
    36. 36. Multi-Family Case Study: Bingo<br />
    37. 37. Stop experimenting with your marketing budget.<br />Call Today for a Free Demo – 619.233.4700 <br />CoPilot™ - Corporate & Property Websites<br />EZPublish™ - Online Marketing System<br />QR Code<br />Flyer<br />Twitter<br />Flyer<br />Poster<br />CoPilot™ Mobile<br />CoPilot™ iPad<br />SEO Pro – Search Engine Optimization <br />A-frame<br />Newsletter<br />Banner<br />
    38. 38. Poll!<br />Are you “following” Charlie Sheen? <br />
    39. 39. Is there value in all this?<br /><ul><li>Charlie Sheen attracted one million followers on Twitter in 25 hours
    40. 40. $50,000 value per Tweet
    41. 41. Moved Twitter valuation from $3.7 Billion to $4.5 Billion</li></li></ul><li>Facebook Shares worth 3x a Tweet for ecommerce<br /><ul><li>Sourced from ChompOn working with 50 partners including Blackbook Magazine, Beyondtherack, Groupon-like crowdsourced coupons
    42. 42. Eventbrite reported Facebook shares result in $2.52 of ticket sales while a Tweet yields $0.43</li></li></ul><li>Value of a Post and Tweet in Multi-Family<br />Good information . . . but will it help me lease apartments, increase my brand awareness or renew a customer? <br />
    43. 43. Thank You!<br />Ed Spiegel<br /><br />415-412-9913<br />Virginia Love<br /><br />678-538-0208<br />Steven Ozbun<br /><br />619.233.4700<br />Adam Arnold<br /><br />(877) 226-3080 x233<br />(<br />