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 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

    1. 1. Leveraging Social Media Marketing in the Apartment Industry<br />Erica Campbell<br />Director of Marketing <br />For Rent Media Solutions<br />
    2. 2. Agenda<br />Did you know?<br />Debunking social media myths<br />Benefits of social media<br />11 steps for building a social media strategy<br />How is social media being used?<br />Tips & advice<br />Examples of brands using digital and mobile media<br />
    3. 3. Did you know?<br />
    4. 4. Over 50% of the world’s population is under 30 years old<br />Source: US Census Bureau<br />
    5. 5. 96% of Millennials have joined a social networking site<br />Source: Mr. Youth and RepNation Media (April 2008)<br />
    6. 6. Average family phone call today<br />
    7. 7. 50 million tweets per day — that's an average of 600 tweets per second<br />Source: Twitter Blog<br />
    8. 8. YouTube is the second largest search engine<br />
    9. 9. 99% of companies use social media for recruitment <br />Source: Survey by OSCAR, talential, squeaker.net usage<br />
    10. 10. Russia has a population of 142M. That’s not even half of Facebook’s user base<br />Facebook has more users than there are people in the U.S.<br />If Facebook were a country, it would be the 3rd largest country in the world <br />(behind China and India) <br />Source: Facebook<br />
    11. 11. 4 billion+ photos hosted & 4.8 million things were geotagged this month<br />Source: Flickr<br />
    12. 12. People who use mobile devices are 50% more active on social sites<br />4 mobile phones were sold for every<br />PC sold in 2009<br />
    13. 13. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content<br />Source:: MarketingVox and Nielsen BuzzMetrics<br />
    14. 14. Social media marketing spend will reach $3.1b in 2014<br />Source: Forrester Research<br />
    15. 15. “<br />A conversation or experience shared between people, powered by technology and online tools<br />”<br />Social: Human interaction <br />Media: Vehicles to carry messages<br />
    16. 16. Debunking Social Media Myths<br />
    17. 17. Social Media Myths<br />MYTH! Social media is free<br />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!<br />MYTH! Anybody can do it<br />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?<br />MYTH! Build it and they will come<br />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.<br />
    18. 18. Social Media Myths<br />MYTH! Social media is all I need<br />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).<br />MYTH! Social media is just for young people<br />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!<br />MYTH! Social media invites negative comments <br />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.<br />
    19. 19. Benefits of <br />Social Media<br />
    20. 20. Increase Brand Exposure & Site Traffic<br />Encourage Referrals & Build Loyal Advocates <br />Create Buzz for Events & Promotions<br />Gain New Influentials <br />Build Relationships<br />Gain Customer & Market Insights<br />Google Juice, Google Juice, Google Juice!<br />Benefits of Social Media<br />
    21. 21. Social Media Influences <br />Purchase Decisions<br />91% say consumer reviews are the #1 aid to buying decisions1<br />78% of consumers trust their peer recommendations2<br />Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions3<br />26% of search results link to user-generated content4<br />77% of prospects use reviews and ratings when shopping<br />Source: 1 JC Williams Group, 2 Marketing Sherpa, 3 Jupiter research, 4Nielsen Buzz Metrics<br />
    22. 22. 11 Steps for Building a Social Media Strategy <br />
    23. 23. 11 Steps for Building a Social Media Strategy<br />Listen<br />Develop Internal Resources<br />Define Objectives & Goals <br />Identify the Landscape<br />Discover the Influencers<br />Develop a Content Strategy <br />Select your Channels & Tools<br />Publish & Integrate your Content<br />Engage your Customers & Critics<br />Measure your Results <br />Tweak your Strategy <br />
    24. 24. Step 1<br />Listen<br />
    25. 25. Listen:<br />Monitor and protect your brand on the Internet<br /> using these tools:<br />Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis<br />Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter<br />Facebook: Facebook Insights, SocialOomph <br />Video Sharing Sites: YouTube Insights, YouTube Comment Alerts<br />Paid Services: Nielsen BuzzMetrics, Radian6<br />
    26. 26.
    27. 27. Listen: Community Chatter<br />Do you care?<br />Will you respond?<br />Will you apologize?<br />Will you rebut?<br />Who will be in charge of responding, apologizing and rebutting? <br />What will you do if someone says something bad but it’s not about you, its about their neighbors or your prospects? <br />
    28. 28. Social Media Training<br />Step 2<br />Develop Internal<br />Resources<br />
    29. 29. Develop Internal Resources:<br />Publish and Distribute a New Media Policy<br />When are your employees your employees?<br />Are you responsible for their actions when they are “on the clock”? <br />Are you responsible for their actions when they are on their own time?<br />Consider your audience and be authentic<br />Remember to protect proprietary and confidential information <br />Develop a Training Program<br />What training are you going to provide for your employees?<br />Proper use of your social media<br />Proper use of social media in their lives<br />
    30. 30. Friending your manager on Facebook and then complaining about your job can get you fired<br />
    31. 31.
    32. 32. “<br />There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.<br />~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics<br />”<br />
    33. 33. The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply…<br />Use the logo!<br />
    34. 34. Remember Fair Housing<br />Do not suggest “any preference, limitation or decimation” based on:<br />Race <br />Color<br />Religion<br />Sex<br />Disability<br />Familial Status<br />National Origin<br />
    35. 35. Step 3<br />Define Objectives<br /> & Goals<br />
    36. 36. Define Objectives & Goals: <br />Increase Brand Awareness: Create a general hype & enhance a product or service<br />Increase Reach: Broaden reach of core company's target audience<br />Generate Leads & Data: Improve referrals & retention<br />Gain Content or Consumer Insight: Repurpose for future marketing initiatives <br />Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition <br />Gain Competitive Edge: Offset new competition <br />
    37. 37. Step 4<br />Identify the Landscape <br />
    38. 38. Identify the Landscape: <br />Where are your consumers engaging <br />with your brand?<br />Online searches<br />Social networks and video/photo sharing sites<br />Mobile websites and apps<br />Email<br />Outdoor<br />Print media<br />Review sites and local business sites: Yelp.com, Foursquare, ApartmentRatings.com, Amazon.com, Edmunds.com, TripAdvisor.com, YellowPages.com <br />ASK THEM<br />
    39. 39. Step 5<br />Discover the Influencers<br />
    40. 40. Discover the Influencers: <br />Here are some tips on how to identify them:<br />Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, students, locals?<br />Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys<br />Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?<br />Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates<br />
    41. 41. Step 6<br />Develop a Content Strategy<br />
    42. 42. Develop a Content Strategy: <br />Things to consider in your strategy:<br />What is your mission statement, brand position or brand promise?<br />What is your brand personality?<br />What is your brand identify?<br />What differentiates your brand?<br />What is your company story?<br />What do want your customer experience to feel like? <br />Identify types of content<br />
    43. 43. Use the power of storytelling and information to market your ideas <br />
    44. 44. Content strategies must be supported by tactics:<br />Strategy: Communicate<br />Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets<br />Strategy: Connect<br />Tactics: social networks, print, Internet, mobile, outdoor, radio, TV<br />Strategy: Collect/Categorize<br />Tactics: social bookmarks<br />Strategy: Customize<br />Tactics: RSS, Widgets, Share <br />Strategy: Conversation<br />Tactics: comments, Q&A sites, reviews, forums <br />
    45. 45. Content Creation Essentials<br />Earn consumer trust. Stop talking, start listening<br />Quality over quantity. Visitors need to be impressed with your content<br />Offer value. Validate your commitment to knowledge and not sales<br />Keep it relative. Fresh relative content increases search and attention<br />Get friends. Gain a fan base in advance<br />Don’t over do it. Content should be relative to your overall theme<br />If at first you don’t succeed… Try again and again and again. Experiment with the call to action<br />Cut out the noise. Keep your content clear, simple and easy to understand<br />Keep your voice in tune. You’ll connect more effectively with your consumer<br />Integration is key.Don’t forget traditional marketing<br />
    46. 46. Step 7<br />Select your Channels & Tools<br />
    47. 47. Select your Channels & Tools: <br />Connect them to your goals and objectives:<br />Increase brand awareness and reach: Facebook, Twitter, blogs, mobile, email, video sharing sites, print, TV, radio, outdoor<br />Humanize your voice: YouTube, Flickr<br />Provide thought leadership and credibility: LinkedIn, Plaxo, forums, niche sites<br />Improve search engine rankings: Facebook, Twitter, YouTube, RSS, blogs<br />Improve sales/services/retention: Email, surveys, social networks, online communities<br />
    48. 48. Step 8<br />Promote & Seed your Content<br />
    49. 49. Promote & Seed your Content: <br />Have an integrated strategy<br /><ul><li>Print
    50. 50. Internet
    51. 51. Email
    52. 52. Display Ads
    53. 53. Video sharing sites
    54. 54. Photo sharing sites
    55. 55. Mobile
    56. 56. PR
    57. 57. Internal promotion
    58. 58. Blogs & social networking sites
    59. 59. Social bookmarking sites
    60. 60. Outdoor
    61. 61. Radio
    62. 62. TV
    63. 63. On-Site
    64. 64. Contest & sweepstake sites
    65. 65. Blogger outreach</li></li></ul><li>Apartment Shopper Lifecycle<br />
    66. 66. Hello!<br />Step 9<br />Engage your Customers & Critics<br />
    67. 67. Engage your Customers & Critics: <br />Tips to help increase engagement:<br /><ul><li>Have a human voice
    68. 68. Vary content types and sources
    69. 69. Determine your frequency
    70. 70. Add value
    71. 71. Keep content timely
    72. 72. Post credible content
    73. 73. Offer incentives and reward customers
    74. 74. Ask for feedback
    75. 75. Encourage re-posting </li></li></ul><li>Encourage Sharing<br />
    76. 76. Encourage Sharing<br />
    77. 77. Use RSS<br />
    78. 78. Step 10<br />Measure your Results<br />
    79. 79. Measure your Results: <br />Categorize your metrics:<br /><ul><li>Reach- how far and wide your messages spread
    80. 80. Impact- how your efforts change consumers’ actions or opinions
    81. 81. Quantity- how many consumers interact with your initiatives
    82. 82. Quality- strength and depth of consumers’ interactions with your initiatives
    83. 83. Sentiment-how did they feel about what they read?</li></ul> <br /> <br />
    84. 84.
    85. 85. Step 11<br />Tweak your Strategy<br />
    86. 86. Tweak your Strategy: <br />Constantly refine your strategy and tactics:<br /><ul><li>Evaluate your metrics
    87. 87. Evaluate the content and frequency
    88. 88. Evaluate the landscape and tools
    89. 89. Trends come and go
    90. 90. Be nimble and adaptive
    91. 91. Consider your budget and time
    92. 92. Continue to identify key influencers</li></ul> <br />
    93. 93. How is Social Media Being Used?<br />
    94. 94. ForRent.com®<br />
    95. 95.
    96. 96.
    97. 97. “If Only Your Apartment Furniture Could Talk”Video Contest<br />20%<br />boost in college age visitors to site<br />Direct navigation increased<br />57%<br />
    98. 98. “Ready2Move?” <br />Video Contest<br />24,000<br />79,000<br />335,000<br />Votes<br />Unique Visitors<br />Pageviews<br />
    99. 99. Viva La Vie Boheme<br />
    100. 100. Pet Pads Unleashed<br />
    101. 101. Contest Comparison Matrix<br />
    102. 102. Starbucks<br />
    103. 103.
    104. 104.
    105. 105. =<br />
    106. 106. Express<br />
    107. 107.
    108. 108.
    109. 109.
    110. 110. Nine West<br />
    111. 111.
    112. 112.
    113. 113. Social Networking <br />Sites<br />
    114. 114. Facebook<br />
    115. 115. Facebook: Photos<br />
    116. 116. Facebook: Videos<br />
    117. 117. Facebook: FBML, Polls, Quizzes, Tweets & Notes<br />
    118. 118. Facebook: Promotions, Contests & Giveaways<br />
    119. 119. Facebook: Events<br />
    120. 120. LinkedIn<br />
    121. 121. LinkedIn: Groups<br />
    122. 122. LinkedIn: Recruiting & Hiring<br />
    123. 123. Industry Social Networks<br />
    124. 124. Blogs & Microblogs<br />
    125. 125. Blogs<br />34% of Bloggers post opinions about brands and products<br />
    126. 126. Twitter: Customer Service, Feedback & Rewards<br />
    127. 127. Twitter: Promotions, Contests & Giveaways<br />
    128. 128.
    129. 129. Twitter Chat: #AptChat<br />Every Friday from 4-5 pm ET @ AptChat<br />Hosted by Mike Whaling (30Lines.com) and Lisa Trosien (Apartment All Stars)<br />
    130. 130. Twitter: Events<br />
    131. 131. Online Video<br />
    132. 132. Optimize Videos<br />
    133. 133. YouTube Search<br />
    134. 134. Video: Integrated into SERP’s<br />
    135. 135. Video: Integrated into SERP’s<br />
    136. 136. Google Universal Search<br />
    137. 137. Outdoor<br />
    138. 138.
    139. 139. Location - Based - Marketing<br />
    140. 140. Foursquare<br />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. <br />Secondary: It's for collecting points, prize "badges," and eventually, coupons, for going about your everyday business. <br />
    141. 141. Foursquare: Location-Based-Marketing<br />This “check-in” notification can also be cross promoted on Facebook and Twitter.<br />
    142. 142. Foursquare: Facebook and Twitter<br />
    143. 143. “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.”<br />~Matthew Honan, Wired Magazine<br />
    144. 144. Tips & Advice<br />
    145. 145. Allocating Resources<br />Assign internal social media guru <br />Determine budget<br />Establish policies and guidelines internally<br />Leverage existing content<br />Integrate with traditional marketing <br />Use tracking and syndication tools<br />Get employees and residents involved<br />
    146. 146. General Lessons Learned<br />Your viewers want to help – just give them incentive<br />Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions<br />One media or one profile is not enough to see the effects <br />With depleted resources you must be creative<br />Top management must be on board<br />Everyone needs to work together<br />Set realistic goals and don’t expect overnight results<br />Resolve to respond to customer service issues within three hours<br />It’s ok to fail<br />Have fun<br />
    147. 147. Social Media Checklist<br /><ul><li>Look your residents and contacts up in the relevant places and spaces
    148. 148. Create an account on networks and sites where you find your residents, prospects, partners and influencers
    149. 149. LISTEN to what’s on top of their mind – think beyond your product sale
    150. 150. Be approachable, let your connections know how to connect with you
    151. 151. Share your thoughts, interests – get social
    152. 152. Measure results and track your brand mentions
    153. 153. Tell your colleagues what you learn from your residents and prospects – encourage them to also listen and learn
    154. 154. Help your residents and prospects with helpful links and information
    155. 155. Stay focused on the people who are RELEVANT to you – otherwise you get distracted and spend 24 hours per day browsing around
    156. 156. DO NOT waste your time and be sure to follow your </li></ul> business objectives<br />
    157. 157. …& always remember <br />Fair Housing!<br />
    158. 158. Stay Connected with Trends <br />http://mashable.com/<br />http://www.socialmediatoday.com/<br />http://www.techcrunch.com/<br />http://technorati.com/<br />http://www.hubspot.com/<br />http://www.delicious.com/<br />http://digg.com/news<br />http://www.stumbleupon.com/<br />http://www.reddit.com/<br />http://slashdot.org/<br />http://www.propeller.com/<br />http://www.killerstartups.com/<br />
    159. 159. What We Learned<br />New Media Facts<br />Debunked social media myths<br />Benefits of social media<br />11 steps for building a social media strategy<br />How social media is being used<br />Tips & advice<br />Examples of brands using digital and mobile media<br />
    160. 160. Follow Me<br />slideshare.net/ericacampbell<br />@ericacampbell<br />linkedin.com/in/ericawcampbell<br />facebook/ericawcampbell<br />blog.forrent.com<br />youtube.com/user/apartmentsforrent<br />
    161. 161. Q&A<br />
    162. 162. http://www.flickr.com/photos/markkenny/4612192724/<br />http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/ <br />http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/<br />http://www.flickr.com/photos/scarlet-ortiz/2908128232/ <br />http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho<br />http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/ <br />http://www.flickr.com/photos/sparktography/2485147794/ <br />http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/ <br />http://robertallen.com/blog/?cat=12 <br />http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/<br />http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/<br />Photo Credits<br />