• Social Media Stats• Strategy• Social Media Marketing Trends  – Social Signals  – Facebook  – Photo Sharing  – Video  – M...
Social Media Stats
Social Media Stats
Social Media Stats
Get Organized
•   Increase brand awareness, reach and retention•   Increase website traffic and drive leads•   Humanize your voice•   Po...
•   Passion•   Social media savvy•   Enthusiasm•   Good communicator and writer•   Knowledge of brand touch points•   Good...
• What is your mission statement,  brand position or brand promise?• What is your brand personality?• What is your brand i...
Develop a Content Calendar
Establish Governance
Fuel growth and visibility      Spark and join conversations     Enlist community of fansEstablish authentic presence     ...
2009
2011
2013
POEMSource: http://www.onetoomanymornings.co.uk, graphic: For Rent
Google SearchRanking Factors
•   Followers/Likes/Check-ins/Google+/Shares•   Mentions•   Frequency•   Topic/Relevancy•   Reputation/Authority/Influence...
•Recruit Fans•Get a Vanity URLwww.facebook.com/usernameCross Promote:    •On your Website    •In your Emails    •In your O...
Google Author Tag andSocial Extensions
Reviews
Reviews
Use Creative Cover Photos
Use Milestonesfor Storytelling
Create Photo Albums
Fan Acquisition
‘Like’ Sweepstakes Contest
Timing of Posts
Timing of Posts
Encourage Interaction
Encourage Interaction
Visually CompellingPosts Win
Fill-in-the-blank postsgenerate about 90%more engagementthan the average post.    Fill-In-The-Blank Posts                 ...
Branded Quotes
Posts that end                   with a question                   have a 15% higher                   engagement rate.   ...
‘Pin’ a Post
Star Stories
Create an Event
Brands can feature apromotion on theirpage, allow users toclaim it and have thecoupon sent directly tothe user’s email orm...
Use Pinterest to VisuallyHighlight Products
Pinterest DemographicSource: Modea
Pinterest Demographic
Power of Pinterest
Power of Pinterest
Power of Pinterest
Top 10 Categories on Pinterest    10 Most Popular Board Names      1. Home (17.2%)                   1. For the Home (3.15...
10 Board Ideas
1. Introduce Your Team
2. Showcase Your Listings
3. Resident Testimonials
• Seasonal Boards • Apartment Décor     –   Small Spaces     –   Closets     –   Organization     –   Furniture • Recipes ...
•   Cities•   Neighborhoods•   Dining Guide•   Shopping•   Nightlife•   Transportation•   Events•   Entertainment•   Schoo...
6. Include Video
7. Apartment Staging Ideas
8. Moving Tips
9. Marketing and Leasing Ideas
10. Resident Event Ideas
Image Optimization Best Practices
Source: RJ Metrics 2012
Best Time to PinSource: Pinerly Study
Include Description,Link and Call-to-Action
‘Pin In’ Buttonand Bookmarklet
Add Pricing and Hashtags
Creative Board Namesand Captions
Curate Content:Run a Contest
User Insight andCompetitive Intel
Stories aboutlocations told throughcompelling and beautifulphotographs             Instagram Account
•   90 million Monthly Active Users•   40 million Photos Per Day•   8500 Likes Per Second•   1000 Comments Per Second     ...
•   Snap a photo with your mobile phone•   Choose from 20 different filters to transform the image•   Tag the photo with a...
Filter Options
Before   After             Filter Options
•   #love            •   #tweegram                                     •   #instagood       •   #summer                   ...
Engage with Users
• Curate content ranging from loosely  brand-related to product-specific• Engage with users to build trust and an  online ...
Set Up Your Profile
•   Select your username•   Include your logo•   Craft a description•   Provide a website URL•   Follow other users•   Rec...
Nearly 1,000 photos   Crowdsource and                      Curate Content    submitted
Crowdsource andCurate Content
Instagram Facebook App
INFOGRAPHICS
eBooks
Photo Editing Tools
YouTube Account
Video SEO
Playlists and Annotations
Videos Drive Traffic
YouTube Facebook App
Create a Twitter Profileand Hashtag
Contests, Incentivesand Provide Value
Twitter Party/Twitter Chat
Socially EnabledDigital Outdoor
Linky Party
Ignition Points1.  Start your search for your internal social media rock star.2.  Develop a social media policy.3.  Decide...
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
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Foundations of a Successful Social Media Strategy

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This presentation was delivered at the San Diego County Apartment Association Exposition on April 10th by Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com.

Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.

Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell Byrum, Director of Social Media for Dominion Homes Media, the umbrella division for For Rent Media Solutions and Homes.com discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.

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  • These social media stats on how consumers are using social media to connect with brands and influence purchase decisions really help to validate our social media offering.
  • Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
  • Paid Media: Involves purchasing media which is important and needed in key periods to drive more engagement. Owned media: Is where a brand controls the media channel like a website or social media channel. This makes you more portable. Earned Media:  "Earned media" is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However, this has really evolved to more of permanent word- of –mouth that is being created through social media. There is no money being exchanged but it isn't free. You are paying in time.
  • Social media signals show extremely high correlation and associate with good rankings in Google. The correlation coefficient is displayed on the x-axis. Greater values along the x-axis (e.g. Facebook Shares) have a positive correlation (the more, the better) while lower values (Title Character Length) have a negative correlation. Therefore, we can say that the largest correlation occurs between Facebook Shares and the lowest between the Position of Title Keywords.
  • A study found that Google + 1’s had a significant result of 0.41 which allows us to assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed
  • Increase sharing and site trafficBoost visitor engagementGive users a personal experience
  • You have to start paying for content and find a way to make yourself an authority, to make a rockstar out of one of your writers, or suck it up and hire someone who already is a rockstar and get them to write for your site. In today’s Web economy, the actual writer matters for ranking and it matters for links. It comes down to great content and relationships. Just like in the offline world. With a verified email: If you have an email address on the same domain as your content, you can go to plus.google.com/authorship to verify it. Using the form on that page will add your email address to the Work section of your profile, which by default is viewable only by your circles. You can keep your email private if you wish. It will also add a public link to the domain of the email address to the Contributor to section of your profile.Without a verified email: If can’t verify an email address on the same domain (say if you’re a contributor to the Huffington Post but don’t have a Huffington Post email address) you can still link your content to your Google+. In these circumstances, you’ll want to do it from your Author page on that site. Just link to your Google+ page in the bio area and Google will be able to pick that up. You can do it directly from the content, itself, but you don’t have to. You’ll also want to add the rel=me tag.
  • Ansley
  • Erica:According to RJ Metrics in 2012, over 80% of pins are repins on Pinterest.
  • Use Pinterest as a means to drive traffic back to your website,blog or apartments. Any image you post to your boards that originates from your source should include a link that takes followers back to the full listing or story.
  • Curate content by crowdsourcing it
  • Foundations of a Successful Social Media Strategy

    1. 1. • Social Media Stats• Strategy• Social Media Marketing Trends – Social Signals – Facebook – Photo Sharing – Video – Microblogging• Ignition Points Agenda
    2. 2. Social Media Stats
    3. 3. Social Media Stats
    4. 4. Social Media Stats
    5. 5. Get Organized
    6. 6. • Increase brand awareness, reach and retention• Increase website traffic and drive leads• Humanize your voice• Position yourself as the local expert• Recruiting and hiring• Provide thought leadership and credibility• Effectively market promotions, specials and events• Manage your online reputation• Improve search engine rankings• Establish partnerships Define Objectives and Goals
    7. 7. • Passion• Social media savvy• Enthusiasm• Good communicator and writer• Knowledge of brand touch points• Good technical skills with computers and online apps• Willingness to take on the time commitment required Recruit Super Fans
    8. 8. • What is your mission statement, brand position or brand promise?• What is your brand personality?• What is your brand identity?• What differentiates your brand?• What is your company story?• What do want your customer experience to feel like?• Identify types of content• Integration is key Develop a Content Strategy
    9. 9. Develop a Content Calendar
    10. 10. Establish Governance
    11. 11. Fuel growth and visibility Spark and join conversations Enlist community of fansEstablish authentic presence How to Get Started
    12. 12. 2009
    13. 13. 2011
    14. 14. 2013
    15. 15. POEMSource: http://www.onetoomanymornings.co.uk, graphic: For Rent
    16. 16. Google SearchRanking Factors
    17. 17. • Followers/Likes/Check-ins/Google+/Shares• Mentions• Frequency• Topic/Relevancy• Reputation/Authority/Influence Social Signal• Engagement (Klout) Ranking Factors• Length of time online
    18. 18. •Recruit Fans•Get a Vanity URLwww.facebook.com/usernameCross Promote: •On your Website •In your Emails •In your Office •Email Signatures •Brochures/Print Polish & Promote Your Pageshttp://developers.facebook.com/docs/plugins/
    19. 19. Google Author Tag andSocial Extensions
    20. 20. Reviews
    21. 21. Reviews
    22. 22. Use Creative Cover Photos
    23. 23. Use Milestonesfor Storytelling
    24. 24. Create Photo Albums
    25. 25. Fan Acquisition
    26. 26. ‘Like’ Sweepstakes Contest
    27. 27. Timing of Posts
    28. 28. Timing of Posts
    29. 29. Encourage Interaction
    30. 30. Encourage Interaction
    31. 31. Visually CompellingPosts Win
    32. 32. Fill-in-the-blank postsgenerate about 90%more engagementthan the average post. Fill-In-The-Blank Posts Source: Facebook
    33. 33. Branded Quotes
    34. 34. Posts that end with a question have a 15% higher engagement rate. Ask QuestionsSource: Facebook
    35. 35. ‘Pin’ a Post
    36. 36. Star Stories
    37. 37. Create an Event
    38. 38. Brands can feature apromotion on theirpage, allow users toclaim it and have thecoupon sent directly tothe user’s email ormobile device. Offer Post
    39. 39. Use Pinterest to VisuallyHighlight Products
    40. 40. Pinterest DemographicSource: Modea
    41. 41. Pinterest Demographic
    42. 42. Power of Pinterest
    43. 43. Power of Pinterest
    44. 44. Power of Pinterest
    45. 45. Top 10 Categories on Pinterest 10 Most Popular Board Names 1. Home (17.2%) 1. For the Home (3.15%) 2. Arts and Crafts (12.4%) 2. My Style (1.97%) 3. Style/Fashion (11.7%) 3. Products I Love (1.86%) 4. Food (10.5%) 4. Books Worth Reading (1.68%) 5. Inspiration/Education (9.0%) 5. Food (1.23%) 6. Holidays/Seasonal (3.9%) 6. Favorite Places & Spaces (1.00%) 7. Humor (2.1%) 7. Recipes (0.75%) 8. Products (2.1%) 9. Travel (1.9%) 8. Craft Ideas (0.74%) 10. Kids (1.8%) 9. Christmas (0.72%) 10. Crafts (0.65%) Pinterest Categories and Board NamesSource: RJ Metrics
    46. 46. 10 Board Ideas
    47. 47. 1. Introduce Your Team
    48. 48. 2. Showcase Your Listings
    49. 49. 3. Resident Testimonials
    50. 50. • Seasonal Boards • Apartment Décor – Small Spaces – Closets – Organization – Furniture • Recipes • Hobbies – Fashion/Style – Sports – Luxury Cars • Crafts/DIY Projects4. Lifestyle Content
    51. 51. • Cities• Neighborhoods• Dining Guide• Shopping• Nightlife• Transportation• Events• Entertainment• Schools• Local Businesses• Beauty/Spas 5. Local
    52. 52. 6. Include Video
    53. 53. 7. Apartment Staging Ideas
    54. 54. 8. Moving Tips
    55. 55. 9. Marketing and Leasing Ideas
    56. 56. 10. Resident Event Ideas
    57. 57. Image Optimization Best Practices
    58. 58. Source: RJ Metrics 2012
    59. 59. Best Time to PinSource: Pinerly Study
    60. 60. Include Description,Link and Call-to-Action
    61. 61. ‘Pin In’ Buttonand Bookmarklet
    62. 62. Add Pricing and Hashtags
    63. 63. Creative Board Namesand Captions
    64. 64. Curate Content:Run a Contest
    65. 65. User Insight andCompetitive Intel
    66. 66. Stories aboutlocations told throughcompelling and beautifulphotographs Instagram Account
    67. 67. • 90 million Monthly Active Users• 40 million Photos Per Day• 8500 Likes Per Second• 1000 Comments Per Second Instagram Stats
    68. 68. • Snap a photo with your mobile phone• Choose from 20 different filters to transform the image• Tag the photo with a foursquare location• Include a message & use hashtags• ‘Like’ & comment on posts from other users• Search the site & app to discover content How It Works
    69. 69. Filter Options
    70. 70. Before After Filter Options
    71. 71. • #love • #tweegram • #instagood • #summer • #me • #instagramhub • #cute • #bestoftheday • #tbt • #iphoneonly • #photooftheday • #igdaily • #intsamood • #fashion • #beautiful • #nofilter • #picoftheday • #food • #girl • #sunset • #igers • #sky • #instadaily • #fun • #iphonesia • #instamood • #follow • #instagramers • #happy • #lol Search Users and HashtagsSource: http://web.stagram.com/hot
    72. 72. Engage with Users
    73. 73. • Curate content ranging from loosely brand-related to product-specific• Engage with users to build trust and an online community• Drive traffic back to your website and social channels• Run contests and provide giveaways• Humanize the brand image What Can Brands Do?
    74. 74. Set Up Your Profile
    75. 75. • Select your username• Include your logo• Craft a description• Provide a website URL• Follow other users• Recruit residents and staff to follow the brand Set Up Your Profile
    76. 76. Nearly 1,000 photos Crowdsource and Curate Content submitted
    77. 77. Crowdsource andCurate Content
    78. 78. Instagram Facebook App
    79. 79. INFOGRAPHICS
    80. 80. eBooks
    81. 81. Photo Editing Tools
    82. 82. YouTube Account
    83. 83. Video SEO
    84. 84. Playlists and Annotations
    85. 85. Videos Drive Traffic
    86. 86. YouTube Facebook App
    87. 87. Create a Twitter Profileand Hashtag
    88. 88. Contests, Incentivesand Provide Value
    89. 89. Twitter Party/Twitter Chat
    90. 90. Socially EnabledDigital Outdoor
    91. 91. Linky Party
    92. 92. Ignition Points1. Start your search for your internal social media rock star.2. Develop a social media policy.3. Decide on the themes for your content, create a content calendar and make the promise to post.4. Establish an ambassador program.5. Create a cohesive branded look for all social profile skins.6. Create some videos and upload photos.7. Promote events, specials and promotions on social media networks.8. Select a unique hashtag.9. Launch a contest.10. Have fun and test things.

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