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UPDATED: Leveraging Social Media Marketing in the Apartment Industry
 

UPDATED: Leveraging Social Media Marketing in the Apartment Industry

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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 ...

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 options and making referrals via new media platforms such as Facebook, Twitter, YouTube and Foursquare.

Maintaining an on-going positive relationship with consumers is critical to any brands long term success. Today companies must be a part of the consumer dialogue. Learn how to build a customer engagement strategy.

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  • Mobile media is quickly becoming essential to thetechnologically advanced marketing plan.• Smartphone users are driving growth in browser andapplicationsBrowser and app growth are up Social Networking: Fastest-growing category accessedvia browser-150 million users access Facebook thru their mobile phone
  • These 11 process steps will help you build a great brand. I hope to give you helpful tips and action items that will really help you
  • Old tried and true tactics that use new tools to create a strategy that creates strong brands Use new tactics and tools with old processes to create a strong brand Top process steps
  • Who is talking about you • What are they saying • Is it positive or negative • Where are the conversations taking place • What are your competitors doing • What’s the buzz about them • What content resonates with your audience • Where else is your audience talking • What social sites have the most conversations • Who are the thought leaders you should connect with • What are your opportunities and threats Who is talking about you?What are people saying?Are they positive or negative?Where are they happening?What site has the most conversations being said you?
  • Cost is Low Return is high and the level of involvement is highFacebook Photo Contest StatsTotal Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196Total Wall Likes Related to the Contest: 39(contest time frame)Twitter Sweepstakes Stats100+ RT’s of the Tweet which included the RENT twitter handle name, FRC twitter handle name, the message and Hashtag #SaveonRENTThe ForRent.com Twitter profile saw a 35.5% increase in followers due to the sweepstake(Time frame Oct 14th-January 19th)
  • Objective: The 2010 consumer promotion was designed to entertain, engage & drive repeat visits with the intention of ultimately increasing brand awareness, preference and consideration. Concept: The ForRent.com “Pet Pads Unleashed” Photo Contest encourages apartment renters to submit a photo of how their pet lives the apartment life for a chance to win $1,500. Three Finalists will take home a $400 gift card to a local pet store. 560photos submitted and 2,500+ votes300+ new Facebook Fans and 14,000+ pageviews and 2,700photo views16,000+ photo views on Flickr
  • Create a Facebook Fan Page with transcripts from the Tweetchat and promote future chats
  • Create a hashtag for people to follow the conversation during the event & set up a Twitter fountain
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands

UPDATED: Leveraging Social Media Marketing in the Apartment Industry UPDATED: Leveraging Social Media Marketing in the Apartment Industry Presentation Transcript

  • Leveraging Social Media Marketing in the Apartment Industry
    Erica Campbell
    Director of Marketing
    For Rent Media Solutions
  • Agenda
    Did you know?
    Debunking social media myths
    Benefits of social media
    11 steps for building a social media strategy
    How is social media being used?
    Tips & advice
    Examples of brands using digital and mobile media
  • 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
  • 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.
    If Facebook were a country, it would be the 3rd largest country in the world
    (behind China and India)
    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

  • A conversation or experience shared between people, powered by technology and online tools

    Social: Human interaction
    Media: Vehicles to carry messages
  • Debunking Social Media Myths
  • Social Media Myths
    MYTH! Social media is free
    Fact: While most social media sites are free to use, the time dedicated to maintaining these efforts is not. Sites like Facebook® and Twitter® need to be updated just like print ads. Social media takes time and time is money!
    MYTH! Anybody can do it
    Fact: While anyone can participate in social media, you must determine your brand’s social media strategy. Who is the best person to represent the brand and implement the strategy?
    MYTH! Build it and they will come
    Fact: Social media is NOT an overnight process. It requires time and dedication. Give consumers a reason to flock to your page! This requires engaging with them on their terms.
  • Social Media Myths
    MYTH! Social media is all I need
    Fact: Social media is not meant to replace other marketing efforts, but rather complement them. It is more successful in combination with other media (e.g., print, mobile marketing, text messaging, web site, email marketing).
    MYTH! Social media is just for young people
    Fact: The fastest growing segment on Facebook is 55-65 year old females. Determine your demographics and find them in the social space; participate and engage!
    MYTH! Social media invites negative comments
    Fact: Negative comments can be posted on social media sites whether your brand is there or not! Don’t combat or ignore a negative comment; respond by providing customer service. Turn those customers into brand evangelists by listening and taking action.
  • Benefits of
    Social Media
  • Increase Brand Exposure & Site Traffic
    Encourage Referrals & Build Loyal Advocates
    Create Buzz for Events & Promotions
    Gain New Influentials
    Build Relationships
    Gain Customer & Market Insights
    Google Juice, Google Juice, Google Juice!
    Benefits of Social Media
  • Social Media Influences
    Purchase Decisions
    91% say consumer reviews are the #1 aid to buying decisions1
    78% of consumers trust their peer recommendations2
    Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions3
    26% of search results link to user-generated content4
    77% of prospects use reviews and ratings when shopping
    Source: 1 JC Williams Group, 2 Marketing Sherpa, 3 Jupiter research, 4Nielsen Buzz Metrics
  • 11 Steps for Building a Social Media Strategy
  • 11 Steps for Building a Social Media Strategy
    Listen
    Develop Internal Resources
    Define Objectives & Goals
    Identify the Landscape
    Discover the Influencers
    Develop a Content Strategy
    Select your Channels & Tools
    Publish & Integrate your Content
    Engage your Customers & Critics
    Measure your Results
    Tweak your Strategy
  • Step 1
    Listen
  • Listen:
    Monitor and protect your brand on the Internet
    using these tools:
    Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis
    Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter
    Facebook: Facebook Insights, SocialOomph
    Video Sharing Sites: YouTube Insights, YouTube Comment Alerts
    Paid Services: Nielsen BuzzMetrics, Radian6
  • Listen: Community Chatter
    Do you care?
    Will you respond?
    Will you apologize?
    Will you rebut?
    Who will be in charge of responding, apologizing and rebutting?
    What will you do if someone says something bad but it’s not about you, its about their neighbors or your prospects?
  • Social Media Training
    Step 2
    Develop Internal
    Resources
  • Develop Internal Resources:
    Publish and Distribute a New Media Policy
    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
    Develop a Training Program
    What training are you going to provide for your employees?
    Proper use of your social media
    Proper use of social media in their lives
  • Friending your manager on Facebook and then complaining about your job can get you fired

  • There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.
    ~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics

  • The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply…
    Use the logo!
  • Remember Fair Housing
    Do not suggest “any preference, limitation or decimation” based on:
    Race
    Color
    Religion
    Sex
    Disability
    Familial Status
    National Origin
  • Step 3
    Define Objectives
    & Goals
  • Define Objectives & Goals:
    Increase Brand Awareness: Create a general hype & enhance a product or service
    Increase Reach: Broaden reach of core company's target audience
    Generate Leads & Data: Improve referrals & retention
    Gain Content or Consumer Insight: Repurpose for future marketing initiatives
    Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition
    Gain Competitive Edge: Offset new competition
  • Step 4
    Identify the Landscape
  • Identify the Landscape:
    Where are your consumers engaging
    with your brand?
    Online searches
    Social networks and video/photo sharing sites
    Mobile websites and apps
    Email
    Outdoor
    Print media
    Review sites and local business sites: Yelp.com, Foursquare, ApartmentRatings.com, Amazon.com, Edmunds.com, TripAdvisor.com, YellowPages.com
    ASK THEM
  • Step 5
    Discover the Influencers
  • Discover the Influencers:
    Here are some tips on how to identify them:
    Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, students, locals?
    Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys
    Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?
    Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates
  • Step 6
    Develop a Content Strategy
  • Develop a Content Strategy:
    Things to consider in your strategy:
    What is your mission statement, brand position or brand promise?
    What is your brand personality?
    What is your brand identify?
    What differentiates your brand?
    What is your company story?
    What do want your customer experience to feel like?
    Identify types of content
  • Use the power of storytelling and information to market your ideas
  • Content strategies must be supported by tactics:
    Strategy: Communicate
    Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets
    Strategy: Connect
    Tactics: social networks, print, Internet, mobile, outdoor, radio, TV
    Strategy: Collect/Categorize
    Tactics: social bookmarks
    Strategy: Customize
    Tactics: RSS, Widgets, Share
    Strategy: Conversation
    Tactics: comments, Q&A sites, reviews, forums
  • Content Creation Essentials
    Earn consumer trust. Stop talking, start listening
    Quality over quantity. Visitors need to be impressed with your content
    Offer value. Validate your commitment to knowledge and not sales
    Keep it relative. Fresh relative content increases search and attention
    Get friends. Gain a fan base in advance
    Don’t over do it. Content should be relative to your overall theme
    If at first you don’t succeed… Try again and again and again. Experiment with the call to action
    Cut out the noise. Keep your content clear, simple and easy to understand
    Keep your voice in tune. You’ll connect more effectively with your consumer
    Integration is key.Don’t forget traditional marketing
  • Step 7
    Select your Channels & Tools
  • Select your Channels & Tools:
    Connect them to your goals and objectives:
    Increase brand awareness and reach: Facebook, Twitter, blogs, mobile, email, video sharing sites, print, TV, radio, outdoor
    Humanize your voice: YouTube, Flickr
    Provide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sites
    Improve search engine rankings: Facebook, Twitter, YouTube, RSS, blogs
    Improve sales/services/retention: Email, surveys, social networks, online communities
  • Step 8
    Promote & Seed your Content
  • Promote & Seed your Content:
    Have an integrated strategy
    • Print
    • Internet
    • Email
    • Display Ads
    • Video sharing sites
    • Photo sharing sites
    • Mobile
    • PR
    • Internal promotion
    • Blogs & social networking sites
    • Social bookmarking sites
    • Outdoor
    • Radio
    • TV
    • On-Site
    • Contest & sweepstake sites
    • Blogger outreach
  • Apartment Shopper Lifecycle
  • Hello!
    Step 9
    Engage your Customers & Critics
  • Engage your Customers & Critics:
    Tips to help increase engagement:
    • Have a human voice
    • Vary content types and sources
    • Determine your frequency
    • Add value
    • Keep content timely
    • Post credible content
    • Offer incentives and reward customers
    • Ask for feedback
    • Encourage re-posting
  • Encourage Sharing
  • Encourage Sharing
  • Use RSS
  • Step 10
    Measure your Results
  • Measure your Results:
    Categorize your metrics:
    • Reach- how far and wide your messages spread
    • Impact- how your efforts change consumers’ actions or opinions
    • Quantity- how many consumers interact with your initiatives
    • Quality- strength and depth of consumers’ interactions with your initiatives
    • Sentiment-how did they feel about what they read?
     
     
  • Step 11
    Tweak your Strategy
  • Tweak your Strategy:
    Constantly refine your strategy and tactics:
    • Evaluate your metrics
    • Evaluate the content and frequency
    • Evaluate the landscape and tools
    • Trends come and go
    • Be nimble and adaptive
    • Consider your budget and time
    • Continue to identify key influencers
     
  • How is Social Media Being Used?
  • ForRent.com®
  • “If Only Your Apartment Furniture Could Talk”Video Contest
    20%
    boost in college age visitors to site
    Direct navigation increased
    57%
  • “Ready2Move?”
    Video Contest
    24,000
    79,000
    335,000
    Votes
    Unique Visitors
    Pageviews
  • Viva La Vie Boheme
  • Pet Pads Unleashed
  • Contest Comparison Matrix
  • Starbucks
  • =
  • Express
  • Nine West
  • Social Networking
    Sites
  • Facebook
  • Facebook: Photos
  • Facebook: Videos
  • Facebook: FBML, Polls, Quizzes, Tweets & Notes
  • Facebook: Promotions, Contests & Giveaways
  • Facebook: Events
  • LinkedIn
  • LinkedIn: Groups
  • LinkedIn: Recruiting & Hiring
  • Industry Social Networks
  • Blogs & Microblogs
  • Blogs
    34% of Bloggers post opinions about brands and products
  • Twitter: Customer Service, Feedback & Rewards
  • Twitter: Promotions, Contests & Giveaways
  • Twitter Chat: #AptChat
    Every Friday from 4-5 pm ET @ AptChat
    Hosted by Mike Whaling (30Lines.com) and Lisa Trosien (Apartment All Stars)
  • Twitter: Events
  • Online Video
  • Optimize Videos
  • YouTube Search
  • Video: Integrated into SERP’s
  • Video: Integrated into SERP’s
  • Google Universal Search
  • Outdoor
  • Location - Based - Marketing
  • Foursquare
    Primary: Let your friends know where you are and figure out where they are. When you walk into a bar or restaurant, apartment community or mall, you "check-in“ on your mobile device, and your friends will see where you are on a Foursquare map.
    Secondary: It's for collecting points, prize "badges," and eventually, coupons, for going about your everyday business.
  • Foursquare: Location-Based-Marketing
    This “check-in” notification can also be cross promoted on Facebook and Twitter.
  • Foursquare: Facebook and Twitter
  • “millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the Internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity…simply put, location changes everything.”
    ~Matthew Honan, Wired Magazine
  • Tips & Advice
  • Allocating Resources
    Assign internal social media guru
    Determine budget
    Establish policies and guidelines internally
    Leverage existing content
    Integrate with traditional marketing
    Use tracking and syndication tools
    Get employees and residents involved
  • General Lessons Learned
    Your viewers want to help – just give them incentive
    Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions
    One media or one profile is not enough to see the effects
    With depleted resources you must be creative
    Top management must be on board
    Everyone needs to work together
    Set realistic goals and don’t expect overnight results
    Resolve to respond to customer service issues within three hours
    It’s ok to fail
    Have fun
  • Social Media Checklist
    • Look your residents and contacts up in the relevant places and spaces
    • Create an account on networks and sites where you find your residents, prospects, partners and influencers
    • LISTEN to what’s on top of their mind – think beyond your product sale
    • Be approachable, let your connections know how to connect with you
    • Share your thoughts, interests – get social
    • Measure results and track your brand mentions
    • Tell your colleagues what you learn from your residents and prospects – encourage them to also listen and learn
    • Help your residents and prospects with helpful links and information
    • Stay focused on the people who are RELEVANT to you – otherwise you get distracted and spend 24 hours per day browsing around
    • DO NOT waste your time and be sure to follow your
    business objectives
  • …& always remember
    Fair Housing!
  • Stay Connected with Trends
    http://mashable.com/
    http://www.socialmediatoday.com/
    http://www.techcrunch.com/
    http://technorati.com/
    http://www.hubspot.com/
    http://www.delicious.com/
    http://digg.com/news
    http://www.stumbleupon.com/
    http://www.reddit.com/
    http://slashdot.org/
    http://www.propeller.com/
    http://www.killerstartups.com/
  • What We Learned
    New Media Facts
    Debunked social media myths
    Benefits of social media
    11 steps for building a social media strategy
    How social media is being used
    Tips & advice
    Examples of brands using digital and mobile media
  • Follow Me
    slideshare.net/ericacampbell
    @ericacampbell
    linkedin.com/in/ericawcampbell
    facebook/ericawcampbell
    blog.forrent.com
    youtube.com/user/apartmentsforrent
  • Q&A
  • http://www.flickr.com/photos/markkenny/4612192724/
    http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/
    http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/
    http://www.flickr.com/photos/scarlet-ortiz/2908128232/
    http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho
    http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/
    http://www.flickr.com/photos/sparktography/2485147794/
    http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/
    http://robertallen.com/blog/?cat=12
    http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/
    http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/
    Photo Credits