LEVERAGINGSOCIAL MEDIAMARKETING TRENDS                  Erica Campbell              Director of Social Media              ...
AGENDA•   Social Media Landscape•   Education•   Growth•   Engagement•   Measurement•   Ignition Points
SOCIAL MEDIALANDSCAPE
Social         Networking         is the most         popular         online         activity         worldwide &         ...
Social Media Is Becoming More Influential At EachPhase Of The Connected World
SOCIAL MEDIA LANDSCAPEBenefits of Social Media • Create awareness, buzz and brand positioning to prospective   renters. • ...
RETURN ON INVESTMENTROI = [Gain from Investment – Cost of Investment] / Cost of Investment   The   formula
The investment-return relationship                                                Non-         $$$    $$$             Acti...
Augment your social media     engagement efforts, stay current          & learn up-to-date skills to           maximize yo...
EDUCATIONOrganize Yourself Internally                             Customer            Human Marketing   Sales/Leasing     ...
EDUCATIONSocial Media Ambassador• Good communicator and writer• Good technical skills with computers and online  applicati...
EDUCATIONSocial Media Policy• Create conversation guidelines for  employees and social media  admins.• When are your emplo...
EDUCATIONWhat is Your Content Strategy?• Define an effective channel strategy• What is your mission statement,  brand posi...
EDUCATIONCreate a Content Calendar Local Events   Neighborhood   Community   Apartment                    News         New...
EDUCATIONComment Guidelines• Develop a listening framework.• Will you reject comments which include offensive or inappropr...
EDUCATIONHave a Reputation Mgt Plan                       Risk Table    SWOT Analysis
EDUCATIONWho Responds?• Regional/Corporate  – Pros: Not emotionally tied to the issue/concern  – Cons/Challenges: Could ca...
EDUCATIONTake the Conversation Offline
Foster retention & engagement     among current fans, resulting in                       brand loyalty.GROWTH
GROWTH Fan Acquisitionhttp://developers.facebook.com/docs/plugins/
GROWTHFan Acquisition
GROWTHFan Acquisition
GROWTHFan Acquisition
GROWTHCapture Email Addresses
GROWTHFoursquare
GROWTHInstagram
GROWTHPinterest            Pinterest is the 3rd largest            social network and is an            invitation only soc...
GROWTHPinterest
GROWTHPinterest
GROWTH          Traffic jumped by 900,000 unique                  visitors from February to March for  Pinterest       a t...
GROWTHPinterest
GROWTHPinterest            •Over 7,400 visits to            contest blog            •307 boards created,            3,952 ...
GROWTHPinterest            Integrate with Facebook
GROWTHPinterest            I will send a Pinterest invite              to the first 4 people that               Tweet me r...
GROWTH[INFOGRAPHIC]                    Graphic visual representations                    of information, data or          ...
Establish direct connections with        residents & prospects to build      relationships, cultivate business            ...
Cover Photo       Admin Panel & TimelineProfile Picture        Apps                            FacepileAbout Section      ...
ENGAGEMENTUse Bold Visuals
ENGAGEMENTUse Bold Visuals
ENGAGEMENTCapture Your Brand
ENGAGEMENTCapture Your Brand
ENGAGEMENTBlog
ENGAGEMENT   Post Length        Engagement rates on Thursday        and Friday are 18% higher than        other days of th...
ENGAGEMENT              Research suggests 7am, 11am,   Timing                  3pm, 5pm, and 11pm but continue            ...
ENGAGEMENTTiming
ENGAGEMENTTiming
ENGAGEMENT   Encourage Interaction                     Posts that end with a                     question have a 15% highe...
ENGAGEMENTEncourage Interaction              Fill-in-the-blank posts              generate about 90% more              eng...
ENGAGEMENTMake a Visual Impact With PhotosPosts including a photo album, a picture or a video generate about180%, 120%, an...
ENGAGEMENTPhoto Albums
ENGAGEMENTPost Videos
ENGAGEMENTIntegrate With Other Social Platforms
ENGAGEMENTGive Fans Exclusive Access
ENGAGEMENTGive Fans Exclusive Access
ENGAGEMENTMarket Events
ENGAGEMENTDeliver Value                                      @ Tag Businesses   Partnership Marketing: DesignConcierge Ser...
ENGAGEMENTPromotions & Sweepstakes                                   Status Update GiveawayPhrase that Pays Caption Contest
Monitor the health of your brand on the   social web to understand your sentiment,                         key demographic...
MEASUREMENTDistributionWhat social media channels are you using, how canpeople reach you, are you visible?•   Followers•  ...
MEASUREMENTInteractionHow likely are followers going to engage, spread yourmessage and interact with each other? •   Retwe...
MEASUREMENTInteraction                       Google Analytics   Facebook Insights
MEASUREMENTInfluenceHow do attitudes change due to the social media activities?This is the branding value that should conv...
MEASUREMENTCalculate the Engagement RateAmplification Rate       Amplification = # of Retweets Per Tweet       Amplificati...
MEASUREMENTROI & ActionHow many leases, renewals and other real world resultsdo you get from social media? • Sales revenue...
MEASUREMENTROI & Action  According to SatisFacts Research, each  unit turned over at the end of a residents  lease, averag...
IGNITION POINTS
IGNITION POINTSThings You Can Do Today!1. Start your search for your social media   ambassador.2. Decide on the themes for...
Follow Me
Q&A
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
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Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville

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Erica Campbell spoke on 'Leveraging Social Media Marketing Trends' at the Apartment Association of Greater Knoxville (AAGK) on April 25, 2012 in Knoxville, TN.

Published in: Real Estate, Technology, Business
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  • Claire- Thanks for your feedback on the presentation and I love your idea about forming a private channel! Feel free to connect with me via LinkedIn: www.linkedin.com/in/ericacampbellbyrum/
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  • This is a great presentation and one of the best educational ones I've seen on this topic!

    I just moved to a new city and live at an apartment community. Since I work in social business as my day job, I'm thinking of forming a more private channel community to foster resident networking - and know there's an untapped need here. Would love to connect with you offline to discuss what you've seen works, doesn't work. If you have time we can provide direct contact info to follow up.
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  •  Looking for and acquiring a home (be it renting or buying) has been called one of life’s major stressors. Engaging feedback from one’s ‘social network’ can ease the anxiety of this decision. Leveraging social networks provides a human element to your brand and brings a trust factor to the rental process, since users can interact with their friends,ask questions, receive feedback, make comments and respond to listings. By integrating social media marketing into your mix, you are giving current resident and prospects a seamless method for tapping into your comminutes throughthe tremendous power of social media. Why is it that some facebook pages have loyal followings, thousands of “likes” and hundreds of comments on every post while others sit forgotten? It’s the content! Join Erica Campbell, Director of Marketing at For Rent Media Solutions as she shares advanced new media tactics and best practices to actively engage your residents and prospects across all of your social media platforms. Learn how other companies have done it right and what exactly you can do to make social media the best performing tool in your marketing arsenal!
  • Social networking sites reach 82% of the world’s online population representing 1.2 billion users around the world; making it the fastest growing platform for marketing and advertising dollars…and it is no different in the multi-family industry.
  • An organization with a customer-centric approach is a huge challenge to create but provides a coherent customer experience.
  • Development of corporate policies, with particular emphasis on those relating to social media participation is important which we have touched on before in past webinars. It is also important to define the rules of engagement to be followed to help guide your organizations response to threats. By building in a defined set of response procedures, it is possible to minimizethe amount of damage that a social media crisis can inflict.Questions that need to be addressed are:-When are your employees ‘your’ employees?-Are you responsible for their actions when they are “on the clock”? -Are you responsible for their actions when they are on their own time? -Consider your audience and be authentic-Remember to protect proprietary and confidential information
  • Facebook is all about conversation. It’s necessary to immerse yourself in it to keep afloat and to stay relevant. Comment Guidelines sets the boundaries for acceptable behavior on the company’s Facebook page. Know what the media, competitors, employees and residents are saying about you and track the content of the conversation to gauge success. It’s good to respond to the three inevitable types of conversation:Apartment community questions, resident complaints and complimentsSome things to consider: Will you reject comments which include offensive or inappropriate language?Will you allow personal attacks? In an ideal world you might allow people to question or argue your company’s content – after all, this medium is about conversation. However as we all know, this isn’t an ideal world. Even if you do allow criticism, consider outlawing aggressive attacks. – On-topic comments: What will you do with comments that veer away from the topic of the post or other peoples’ comments? Will you allow comments that appear to be spam? Will you take action against repeat offenders? Will you provide a way for commenters to contact someone if their comment is not approved, or if they have other questions?
  • Have a ‘plug and play’ platform where you brainstorm possible crises that could occur with your property’s Facebook page so you can react in a timely manner when in fact it does occur. Play out these scenarios to help you build canned responses.Educate you staff internally. Implement an employee policyEnsure factors that make up your brand integrity are balanced Find and address the negative influencer
  • measure what pieces of content (type) cause amplification (allow your social contributions to spread to your 2nd, or even 3rd, level network). Understand times
  • Transcript of "Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville"

    1. 1. LEVERAGINGSOCIAL MEDIAMARKETING TRENDS Erica Campbell Director of Social Media Dominion Homes Media @ericacampbell
    2. 2. AGENDA• Social Media Landscape• Education• Growth• Engagement• Measurement• Ignition Points
    3. 3. SOCIAL MEDIALANDSCAPE
    4. 4. Social Networking is the most popular online activity worldwide & reaches 82% of the online populationSource: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
    5. 5. Social Media Is Becoming More Influential At EachPhase Of The Connected World
    6. 6. SOCIAL MEDIA LANDSCAPEBenefits of Social Media • Create awareness, buzz and brand positioning to prospective renters. • Connect with your best and most likely customers by giving them a reason to like or follow the brand in social channels. • Increase resident satisfaction which decreases turnover and increases occupancy. • Engage residents by making community communications more participative and personally relevant. • Influence residents to share their positive experience and encourage them to refer their friends.
    7. 7. RETURN ON INVESTMENTROI = [Gain from Investment – Cost of Investment] / Cost of Investment The formula
    8. 8. The investment-return relationship Non- $$$ $$$ Action Reaction Financial FinancialInvestment Impact Impact This is very important but ROI doesn‟t live here Non-Financial Impact = Potential
    9. 9. Augment your social media engagement efforts, stay current & learn up-to-date skills to maximize your exposure.EDUCATION
    10. 10. EDUCATIONOrganize Yourself Internally Customer Human Marketing Sales/Leasing Legal Service Resources
    11. 11. EDUCATIONSocial Media Ambassador• Good communicator and writer• Good technical skills with computers and online applications• Active in the social media realm, particularly Facebook• Excellent understanding of your company, history and reputation• Team player with the ability to take charge and lead others when necessary
    12. 12. EDUCATIONSocial Media Policy• Create conversation guidelines for employees and social media admins.• When are your employees “your” employees?• Are you responsible for their actions when they are “on the clock”?• Are you responsible for their actions when they are on their own time? Social Media• Remember to protect proprietary and confidential information. Policy• Draft a social media style guide.
    13. 13. EDUCATIONWhat is Your Content Strategy?• Define an effective channel strategy• 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 you want your customer experience to feel like?• Identify types of content
    14. 14. EDUCATIONCreate a Content Calendar Local Events Neighborhood Community Apartment News News Living Tips
    15. 15. EDUCATIONComment Guidelines• Develop a listening framework.• Will you reject comments which include offensive or inappropriate language?• Will you allow personal attacks?• On-topic comments: What will you do with comments that veer away from the topic of the post or other peoples‟ comments?• Will you allow comments that appear to be spam?• Will you take action against repeat offenders?• Will you provide a way for commenters to contact someone if their comment is not approved, or if they have other questions?
    16. 16. EDUCATIONHave a Reputation Mgt Plan Risk Table SWOT Analysis
    17. 17. EDUCATIONWho Responds?• Regional/Corporate – Pros: Not emotionally tied to the issue/concern – Cons/Challenges: Could cause for delay because they must obtain all info from on-site team before responding & should stand behind the on-site team, if possible• Property Manager – Pros: Knows all the details, backstory & may personally know the resident with the issue/concern – Cons/Challenges: Too emotionally invested, especially if he/she is the target of the review or comment
    18. 18. EDUCATIONTake the Conversation Offline
    19. 19. Foster retention & engagement among current fans, resulting in brand loyalty.GROWTH
    20. 20. GROWTH Fan Acquisitionhttp://developers.facebook.com/docs/plugins/
    21. 21. GROWTHFan Acquisition
    22. 22. GROWTHFan Acquisition
    23. 23. GROWTHFan Acquisition
    24. 24. GROWTHCapture Email Addresses
    25. 25. GROWTHFoursquare
    26. 26. GROWTHInstagram
    27. 27. GROWTHPinterest Pinterest is the 3rd largest social network and is an invitation only social network that allows users to visually share, curate, and discover new interests by posting, also known as „pinning,‟ images or videos to their own or others‟ pinboards (i.e. a collection of „pins,‟ usually with a common theme).
    28. 28. GROWTHPinterest
    29. 29. GROWTHPinterest
    30. 30. GROWTH Traffic jumped by 900,000 unique visitors from February to March for Pinterest a total of 18.7 million unique visitors visitors.Source: Compete
    31. 31. GROWTHPinterest
    32. 32. GROWTHPinterest •Over 7,400 visits to contest blog •307 boards created, 3,952 pins & 3,930 repins
    33. 33. GROWTHPinterest Integrate with Facebook
    34. 34. GROWTHPinterest I will send a Pinterest invite to the first 4 people that Tweet me right now to: @ericacampbell
    35. 35. GROWTH[INFOGRAPHIC] Graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly.Source: Wikipedia
    36. 36. Establish direct connections with residents & prospects to build relationships, cultivate business opportunities & keep your conversation going.ENGAGEMENT
    37. 37. Cover Photo Admin Panel & TimelineProfile Picture Apps FacepileAbout Section ComposerPinned Post LikesThumbnail Image
    38. 38. ENGAGEMENTUse Bold Visuals
    39. 39. ENGAGEMENTUse Bold Visuals
    40. 40. ENGAGEMENTCapture Your Brand
    41. 41. ENGAGEMENTCapture Your Brand
    42. 42. ENGAGEMENTBlog
    43. 43. ENGAGEMENT Post Length Engagement rates on Thursday and Friday are 18% higher than other days of the week.Source: Buddy Media 2011
    44. 44. ENGAGEMENT Research suggests 7am, 11am, Timing 3pm, 5pm, and 11pm but continue to test. Frequency is king but don‟t overwhelm your fansSource: Buddy Media 2011
    45. 45. ENGAGEMENTTiming
    46. 46. ENGAGEMENTTiming
    47. 47. ENGAGEMENT Encourage Interaction Posts that end with a question have a 15% higher engagement rate.Source: Facebook
    48. 48. ENGAGEMENTEncourage Interaction Fill-in-the-blank posts generate about 90% more engagement than the average post. Source: Facebook
    49. 49. ENGAGEMENTMake a Visual Impact With PhotosPosts including a photo album, a picture or a video generate about180%, 120%, and 100% more engagement than the averagepost, respectively. Source: Facebook
    50. 50. ENGAGEMENTPhoto Albums
    51. 51. ENGAGEMENTPost Videos
    52. 52. ENGAGEMENTIntegrate With Other Social Platforms
    53. 53. ENGAGEMENTGive Fans Exclusive Access
    54. 54. ENGAGEMENTGive Fans Exclusive Access
    55. 55. ENGAGEMENTMarket Events
    56. 56. ENGAGEMENTDeliver Value @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners
    57. 57. ENGAGEMENTPromotions & Sweepstakes Status Update GiveawayPhrase that Pays Caption Contest
    58. 58. Monitor the health of your brand on the social web to understand your sentiment, key demographics, influencers & competition.MEASUREMENT
    59. 59. MEASUREMENTDistributionWhat social media channels are you using, how canpeople reach you, are you visible?• Followers• Fans• Number of mentions• Reach• Inbound links• Blog/YouTube subscribers
    60. 60. MEASUREMENTInteractionHow likely are followers going to engage, spread yourmessage and interact with each other? • Retweets • Contributors and active • Facebook Insights contributors • Forward to a friend • Pageviews • Social media sharing • Unique visitors • Comments • Traffic from social • Like or rate something networking sites • Reviews • Time spent on site • Response time
    61. 61. MEASUREMENTInteraction Google Analytics Facebook Insights
    62. 62. MEASUREMENTInfluenceHow do attitudes change due to the social media activities?This is the branding value that should convert into sales.• Share of conversation vs. competitors• Resident and prospect satisfaction• Sentiment positive, neutral or negative• Number of brand evangelists Insert this query into Google
    63. 63. MEASUREMENTCalculate the Engagement RateAmplification Rate Amplification = # of Retweets Per Tweet Amplification = # of Shares Per Post Amplification = # of Share Clicks Per Post (or Video)Conversation Rate Conversation Rate = # of Audience Comments (or Replies) Per PostApplause Rate Applause Rate = # of Favorite Clicks Per Post Applause Rate = # of Likes Per Post Applause Rate = # of +1‟s Per Post Applause Rate = # Likes Per Post (or Video)
    64. 64. MEASUREMENTROI & ActionHow many leases, renewals and other real world resultsdo you get from social media? • Sales revenue • Lifetime value of customers • Reduction in turnover • Increase in resident referrals • Issues resolved & resolution • Leasing & Maintenance staff rate time saved • Number of leads/Conversions • Share of repeat customers (per day, week, month) (from social media vs. other • Cost of lead channels) • Lead conversion rate • Transaction value per • Revenue (per follower, lead, customer customer) • NOI Increase
    65. 65. MEASUREMENTROI & Action According to SatisFacts Research, each unit turned over at the end of a residents lease, averages a cost of $3,900 to the property manager. This turnover cost includes the loss of rental days while vacant, concessions and maintenance. The research also demonstrates 54% of turnovers are, in fact, controllable. Sense of community = Less turnover
    66. 66. IGNITION POINTS
    67. 67. IGNITION POINTSThings You Can Do Today!1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & commit to posting.3. Upload pictures & videos from past events & establish a goal for how many photos you would like to post per month.4. Create a Facebook Timeline cover photo.5. Start collecting email addresses from residents.6. Set up Google Alerts.
    68. 68. Follow Me
    69. 69. Q&A

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