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Leveraging Social Media Marketing Trends in the Apartment Industry
 

Leveraging Social Media Marketing Trends in the Apartment Industry

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Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social ...

Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.

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  • Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
  • 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.
  • People make decisions based on the trust of their friends. Facebook has created a social layer that exposes those relationships that have always been there, between people's real friends. Because those relationships are visible, think of all these dots with lines connecting them. This created an advertising system that sits on top of that and allows you to inject your content. Now let's say your content is testimonials, specials, videos, whatever kinds of content might be interesting. Identify who your best customers are; not people who could be customers, but people who already love you. Amplify what you already have that's great. That's what Facebook is; it's a word of mouth amplifier.
  • Amplify your organic content and positive fan behavior via Sponsored Stories. Beating Google 3:1, highly relevant content and you enlists friend’s recommendations.
  • Create a pinboard that features the bestphotos and video footage of the annualevent you host to help you generate buzzand promote the next one. You can create a “Behind TheScenes” board that features a lot of picturesfrom events that we have hosted.
  • For its 2013 catalog teaser, IKEA has unveiled that they will be adopting augmented reality in their future catalogs to add a layer of information and interactivity through mobile. When the page is scanned, it will bring up extra content, like customization options or pictures of the furniture in use.
  • The Starbucksaugmented reality campaign “Cup Magic app” allowed you to send and receive virtual Valentine messages.
  • Released Valentine’s Day-themed cups that contain virtual experiences that can be unlocked through the use of a smart phone.

Leveraging Social Media Marketing Trends in the Apartment Industry  Leveraging Social Media Marketing Trends in the Apartment Industry Presentation Transcript

  • LeveragingSocial Media Marketing Trends Erica Campbell Director of Social Media For Rent Media Solutions & Homes.com @ericacampbell
  • Agenda• Social Media Landscape• Strategy• Social Media Marketing Trends – Social Signals – Facebook – Photo Sharing – Video – Microblogging – Google+ – Mobile• Ignition Points
  • SOCIAL MEDIALANDSCAPE
  • 52 percent of a brand‟s reputation can be attributed to how social it is online, according to global executives in a recent study.Source: Weber Shandwick &Forbes Insights 2011 Flickr: Creative Commons Mavis
  • On Average, Facebook fans spend an extra $72 on products & are 41% more likely to recommend products vs. non-fans.Source: Knowledge Networks Flickr: Creative Commons Owenbrown
  • The mobile PC category is poised tosoar from 347 million units in 2012 tomore than 809 million by 2017 Touch ComputingPhoto: agbeat.com, Source: NPD DisplaySearch
  • 1 billion monthly active users & more than 604 million mobile monthly active users as of October 2012.Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com
  • Social Media Is Becoming More Influential At EachPhase Of The Connected World
  • Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
  • Consumers are Engaged inSocial Commerce on Facebook Facebook Users in US 1 Billion Shared Product 35 Million (1 out of 4) 25% Asked for Recommendation 19% 26 Million (1 out of 5) 16% Driven to Purchase 22 Million (1 out of 6) Source: Social Commerce IQ
  • Pinterest Stats
  • Pinterest Audience
  • Two Giant Sources of Traffic
  • Changing HowConsumers Gather Information
  • STRATEGY
  • Product Development Marketing Online Presence • Lead Generation • Feedback • Message Reach • Ratings & Reviews • Early Warning • Brand Reputation • Communities • New Product Ideation • Rich Media • Customer Stories • Influence Sales Customer Service HR/Legal• Leads & Referrals • Listening • Recruitment• Collaboration • Retention • Overall Counsel• Thought Leadership • OutreachA tool to be leveragedacross the fabric of the Get Organizedcompany: differentfunctions, uses and values
  • • Increase brand awareness, reach & retention• Increase website traffic• Humanize your voice• Recruiting & hiring• Provide thought leadership & credibility• Effectively market promotions, specials & events• Manage your online reputation• Improve search engine rankings• Establish partnerships• Build additional value Define Objectives & Goals
  • • Passion• Social media savvy• Enthusiasm• Good communicator & writer• Knowledge of brand touch points• Good technical skills with computers and online applications• Willingness to take on the time commitment required Recruit Superfans
  • • 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 contentDevelop a Content Strategy &Choose Your Social Identity
  • Develop a Content Calendar
  • “A social media policy shouldnot only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
  • Fuel growth & visibility Spark & join conversations Enlist community of fansEstablish authentic presence How To Get Started
  • SOCIAL SIGNALS
  • 2009
  • 2011
  • 2012
  • POEMSource: http://www.onetoomanymornings.co.uk
  • Google SearchRanking Factors
  • • Followers/Likes/Check-ins/Google+/Shares• Mentions• Frequency• Topic/Relevancy• Reputation/Authority/Influence Social Signal• Engagement (Klout) Ranking Factors• Length of time online
  • •Recruit Residents •Get a Vanity URL www.facebook.com/username • On Your Website • In Your Emails • In Your Office • Email Signatures • Brochures/Print • Door Hangers Polish & Promote Your Pages/Profileshttp://developers.facebook.com/docs/plugins/
  • Google Author Tag &Google+ Circles
  • Social Extensions (ConnectGoogle+ to Ad Words)
  • Reviews & Ratings
  • Social Signals• Optimize all of your social profiles• Increase „Likes‟, Shares & Comments• Associate with people that will share your message• Have a keyword focus (without stuffing)• Keep tabs on your online reputation management• Promote your pages & profiles Social Signals Tips
  • FACEBOOK
  • 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
  • Give FansExclusive Content
  • @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners Deliver Value
  • Fill-in-the-blank postsgenerate about 90%more engagementthan the average post. Fill-In-The-Blank Posts Source: Facebook
  • Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
  • ‘Pin’ a Post
  • Star Stories
  • Create an Event
  • Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user‟s emailor mobile device. Offer Post
  • Facebook Chat
  • Facebook Advertising SystemSource: BlitzMetrics.com
  • Page Post Story (Your „Likes‟) & Page Likes Page Post Like (Friends of fans who have (Friends of your fans) liked your posts) Sponsored Story AdsAmplify your organic contentand positive fan behavior. Source: BlitzMetrics.com
  • Social Gestures/Frictionless Sharing
  • Facebook Connect
  • Facebook• Facebook Insights• Facebook „Offers‟• Optimize your profile• Facebook advertising• Consider Edge Rank & Open Graph factors for Facebook‟s algorithm• Run contests• Include photos• Create „Events‟ Facebook Tips
  • PHOTO SHARING
  • Use Pinterest to Visually Highlight Products & ServicesSource: Modea
  • 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%) 5. Inspiration/Education (9.0%) 4. Books Worth Reading (1.68%) 6. Holidays/Seasonal (3.9%) 5. Food (1.23%) 7. Humor (2.1%) 6. Favorite Places & Spaces (1.00%) 8. Products (2.1%) 7. Recipes (0.75%) 9. Travel (1.9%) 8. Craft Ideas (0.74%) 10. Kids (1.8%) 9. Christmas (0.72%) 10. Crafts (0.65%) Pinterest Categories & Board NamesSource: RJ Metrics
  • Best Time to PinSource: Pinerly Study
  • Pin From Your Website &Add Links in Description
  • Showcase Your Properties &Include Prices
  • Introduce The Team Board
  • Create an Event Board
  • • Cities • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Beauty/Spas • Professional ServicesPosition Yourself as aLocal Expert
  • Video & CustomerTestimonial Board
  • Comments/Tagging/Hashtags
  • Pinterest Facebook App
  • Pinterest Contest
  • How It WorksRally together some of the industry‟s toppinners and trendsetters to collaborate onphotos and pins that will be an inspirationto your followers.Engage Your FansEncourage your fans to follow your PinningParty board and have them repin 10 oftheir favorite images to their own boardtitled the same as your board. Ask them toadd a link to your Pinterest board in acomment on your blog. Pinning Party
  • User Insight &Competitive Intel
  • Instagram Account
  • Instagram Facebook App
  • Instagram Contest
  • Flickr Account
  • Post Event Eblast
  • Post text, photos, quotes, links,music, and videos from yourbrowser, phone, desktop, email orwherever you happen to be. Youcan customize everything, from Tumblr Accountcolors to your themes HTML.
  • Memes
  • INFOGRAPHICS
  • eBooks
  • Photo Sharing• Pinterest is the fastest growing site ever• Pinterest delivers a ton of referral traffic• Great for property shots• Phonto app to add branding• Run a photo contest• Regular engagement with audience• Create local expert Pinterest boards• Use hashtags• PinAlerts, Pinreach, Pinpuff, Pinerly, Repinly Photo Sharing Tips
  • VIDEO
  • YouTube Account
  • Video SEO
  • Playlists & Annotation Players
  • Videos Drive Traffic
  • YouTube Facebook App
  • Video• Keep it concise (2 min or less)• How-To videos, community videos, resident testimonials, answer top questions, neighborhood videos• Create playlists• Create community• Optimize: titles, descriptions, keywords, tags• YouTube Analytics (demographics, audience retention, traffic sources, playback locations)• Link to AdSense for monetization Video Tips
  • MICROBLOGGING
  • Create a Twitter Profile &Hashtag
  • Contests, Incentives &Provide Value
  • Twitter Party/Twitter Chat
  • Socially EnabledDigital Outdoor
  • Linky Party
  • “Upcycling is the process of converting waste materials or useless products into new materials or products of better quality or a higher environmental value.” ~ Wikipedia UpcyclingPhoto: http://www.alittletipsy.com
  • Upcycling
  • Microblogging• Blogger outreach• Make tweet less than 120 characters for the RT• Use hashtags• Use @Replies• Include URL in the first 25% of the tweet to get more RT‟s• Bring old content back to life• Wefollow.com – top tags and people• Twellow – top Twitter users by city• Tweriod – gives you the best times to tweet• Pitchengine.com – create better content to share via social networks, search engines and mobile devices• Bitly/Tinyurl – Shorten & track URLs Microblogging Tips
  • GOOGLE+
  • Google+ Account
  • Google+ Hangout
  • Exclusive Content
  • Google+• Social Signals are the new links. Add the Google +1 button to your site• Create your Plus page, link to your site• Add important people to circles• Optimize your Circle names• Create how-to content• Recycle existing content• Connect your HOA to your YouTube Account• Tag people & other brands• Use hashtags Google+ Tips
  • MOBILE
  • The Process of designing and developing websites that are able to react to user’s actions and detect the medium where the site is currently being watched in order to provide the best experience possible to the user in terms of Responsive Web Design navigability and readability.Photo: webdesignshock.com
  • There are 6 Billion mobile subscribers worldwide & over 1.2 Billion people accessing the web from their mobile devices. Mobile UsersSource: Digitalbuzzblog.com
  • Google earns 2.5 Billion in mobile ad revenue annually. Mobile RevenueSource: Digitalbuzzblog.com
  • Mobile searcheshave quadrupledin the last year. Mobile Searches Source: Digitalbuzzblog.com
  • Create & claim yourapartment & allow residents Location-Basedto “check-in”. Provide a Social Networksrotating set of special offers.
  • Augmented RealityPhoto: agbeat.com
  • Augmented Reality
  • AR Virtual Experiences
  • Mobile• Keep mobile in mind• Prepare your websites & optimize for search & social• Experiment with QR codes & Augmented Reality• Mobile loyalty programs• Engage consumers with texting• Run contests Mobile Recap
  • IGNITION POINTS
  • Ignition Points1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & make the promise to post.3. Combine social media with traditional marketing & promotions.4. Create a cohesive branded look for all social profile skins.5. Create some videos & upload photos.6. Promote events, specials & promotions on social media networks.7. Select a unique hashtag.8. Launch a contest.
  • Follow Me
  • Q&A