Phoenix Lincoln Property CompanyPresentation Transcript
Leveraging Social Media Marketing: Lincoln Property Company Annual Marketing & Training Conference Erica Campbell Director of Marketing For Rent Media Solutions
Agenda Did you know? Benefits of Social Media Advanced New Media Tactics Contests, Sweepstakes & Partnership Marketing Fair Housing Best Practices Resources
Did you know?
Over 50% of the world’s population is under 30 years old Source: US Census Bureau
96% of Millennials have joined a social networking site Source: Mr. Youth and RepNation Media (April 2008)
Average family phone call today
50 million tweets per day — that's an average of 600 tweets per second Source: Twitter Blog
YouTube is the second largest search engine
99% of companies use social media for recruitment Source: Survey by OSCAR, talential, squeaker.net usage
If Facebook were a country, it would be the 3rd largest country in the world (behind China and India)
Russia has a population of 142M. That’s not even half of Facebook’s user base Facebook has more users than there are people in the U.S. Source: Facebook
4 billion+ photos hosted & 4.8 million things were geotagged this month Source: Flickr
People who use mobile devices are 50% more active on social sites 4 mobile phones were sold for every PC sold in 2009
25% of search results for the world’s Top 20 largest brands are linked to user-generated content Source: MarketingVox and Nielsen BuzzMetrics
Social media marketing spend will reach $3.1b in 2014 Source: Forrester Research
Social Media. It’s engagement. It’s brand awareness. It’s public relations. It’s listening. It’s loyalty-building. It’s responding. It’s customer service. It’s not always easy. It’s not about a campaign. It’s about a conversation. …& it’s NOT always about revenue.
Benefits of Social Media
Improve Branding Increase Traffic & Boost SEO Discover the Influencers Build Loyal Advocates Encourage Referrals Manage your Online Reputation Provide Customer Service & Gain Feedback Create Buzz Benefits of Social Media
Recommendations Build Trust Nearly one-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.1 91% say consumer reviews are the #1 aid to buying decisions2 87% trust a friend’s recommendation over critic's review3 Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions 4 By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5 Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media
Advanced New Media Tactics
Integrated Marketing Approach
Foster retention and engagement among current fans, resulting in brand loyalty. Fan Acquisition
Status Update Contest Total Stories: 61 New “Likes” (Fans): 111 Comments: 54 Wall Posts: 18 Total Interactions: 83 Facebook “Likes” (Content): 53 PV: 958 UPV: 258
Homes.com Ugly Sweater Contest
Contest Comparison Matrix
Fair Housing Best Practices
The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply… Use the logo!
Human Models Human models should portray persons in an equal social setting and indicate to the general public that the housing is open to all without regard to race, color, religion, sex, disability, familial status, or national origin… Your community’s residents may be diverse but make sure your advertising is as well.
Model/Photo Releases You can use good Model Release language on a page that contains multiple signature lines. So at the pool party, title your Model Release page with, for example, “Hawaiian Pool Party – July 13, 2011,” have your good language, and ask residents to sign. (This also applies to employees)
Playing by the Rules- Contests, Sweepstakes & Lotteries
Contests and sweepstakes are legal but a lottery is not legal (only States have the power to run a lottery). Let’s look at the differences between a contest, a sweepstakes and a lottery. There are 3 elements to consider: chance…consideration…prize
Consideration + Prize = Contest You have to do something to win a prize, such as take the best photo/video or come up with the best slogan or best design; this is the “consideration” that is required of you. In theory, though, there is no “chance” since the “best” entry will win (in other words, it is not random).
Chance + Prize = Sweepstakes You don’t have to really do anything - give consideration - to win, but winning is based on chance, i.e. a random drawing. We have to be careful not to require that people visit your community or perform in some other way in order to qualify for the drawing, because then…
you have all 3 elements and this is BAD! Because now there is a LOTTERY and this is illegal! Chance (random drawing) + consideration (you are requiring of me) + prize IS A LOTTERY
Free Social Media Monitoring Tools
Updates & Management
Rules of Engagement Best Practices Be educated on what you are talking about. Always be transparent. Be human. Update frequently. Add value. Keep it timely. Re-Postable Content. Listen to your consumers. Respond. Learn from past mistakes. Be courteous and professional.