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Workshop: Foundations of a Successful Social Media Strategy

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This 3 hr Social Media workshop was given to the Houston Apartment Association (HAA) on August 6, 2013 by Erica Campbell Byrum, the Director of Social Media for For Rent Media Solutions (ForRent.com) …

This 3 hr Social Media workshop was given to the Houston Apartment Association (HAA) on August 6, 2013 by Erica Campbell Byrum, the Director of Social Media for For Rent Media Solutions (ForRent.com) and Homes.com.

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.
  • Ansley
  • Erica:According to RJ Metrics in 2012, over 80% of pins are repins on Pinterest.
  • Use Pinterest as a means to drive traffic back to your website,blog or apartments. Any image you post to your boards that originates from your source should include a link that takes followers back to the full listing or story.
  • Curate content by crowdsourcing it
  • Bitly.com/FRSocial

Transcript

  • 1. bitly.com/EricaCampbellByrum
  • 2. • The State of Social Media • Strategy • Trends • Social Networking Sites • Photo Sharing • Microblogging • Video • Mobile • Integrated Campaign • Ignition Points
  • 3. Recruitment
  • 4. • Increase brand awareness, reach and retention • Increase website traffic and drive leads • Humanize your voice • Position yourself as the local expert • Recruiting and hiring • Provide thought leadership and credibility • Effectively market promotions, specials and events • Manage your online reputation • Improve search engine rankings • Establish partnerships and build relationships
  • 5. • Passion • Social media savvy • Enthusiasm • Good communicator and writer • Knowledge of brand touch points • Good technical skills with computers and online apps • Willingness to take on the time commitment required
  • 6. It is the sum of your business visibility + reviews.
  • 7. Take a moment to consider how clients and prospects perceive your brand. • First, can they easily find you online? • Second, do you know what they‟re saying about you? • Lastly, do you know where they are talking about you?
  • 8. • Where is your business listed online? • How many Facebook „Likes‟ do you have and how often do you post? • Where do you rank on the major search engines?
  • 9. Contact Information:  Correct Business Name?  Current Address?  Current Phone Number?  Current Website? Search Engines:  Bing Local  Google Plus Local  Yahoo! Local Review Sites:  Insider Pages  Judy‟s Book  Kudzu  Yelp  ApartmentRatings.com Directory Sites:  411.Com  DexKnows  Local  LocalEdge  MerchantCircle  Super Pages  Yellow Book  Yellowpages  Ziplocal Social Sites:  Facebook  Foursquare  LinkedIn  Twitter
  • 10. Rule 1: Never write a response while angry Rule 2: Always use empathy and be authentic Rule 3: Don‟t blame the customer Rule 4: Never get into an online comment battle Rule 5: Keep it timely and never ignore bad reviews
  • 11. Cost Benefit • Social Media Labor • Tools and Partners • Opportunity Costs • IT Labor • Training • Risk • Awareness • Web Traffic • Advertising • Lead Generation • Leasing • Conversion • Retention • Loyalty • Advocacy • Content (Photos/Videos) • Satisfaction • Market Research • Improvements in Customer Service
  • 12. • Followers/Likes/Check-ins/Google+/Shares • Mentions • Frequency • Topic/Relevancy • Reputation/Authority/Influence • Engagement (Klout) • Length of time online
  • 13. •Recruit Fans •Get a Vanity URL www.facebook.com/username Cross Promote: •On Your Website •In Your Emails •In Your Office •Email Signatures •Brochures/Print http://developers.facebook.com/docs/plugins/
  • 14. • What do you want your residents and prospects to connect with you or your company? • Why should someone pay attention to your content? • What‟s in it for them? What will they get out of it? • How will you consistently add clarity to the problems or issues they have?
  • 15. • Strive to find unique sources that are not shared by others in your market • Wrap the source in value by adding commentary or context • Think about adding in some evergreen content
  • 16. • Adding commentary or context is what creates the value • Ask yourself how this item helps your residents and prospects accomplish their goals quicker and easier, or how it gives them the solution to their pains • It can be branded to your company
  • 17. • Share your curated content on your social platforms and your own websites or blogs • You benefit from the traffic • You benefit from the authority • You benefit from the SEO
  • 18. • Aggregate and share your curation • Share to the following locations: – Email lists – Mobile alerts – Other hub sites (Tumblr, Foodspotting, HomeTalk, etc.)
  • 19. Source: Facebook Posts that end with a question have a 15% higher engagement rate.
  • 20. Fill-in-the-blank posts generate about 90% more engagement than the average post. Source: Facebook
  • 21. Timing of Posts
  • 22. Brands can feature a promotion on their page, allow users to claim it and have the coupon sent directly to the user‟s email or mobile device.
  • 23. • ‘Coolest Space in Your Place’ Facebook Photo Contest led to Pinterest success – Runner-ups guest blogged – Farmhouse table pinned to Pinterest • Blog Results: • Blog traffic increased 4x in Sept „11 • 255,000+ pageviews • 214,000+ daily unique visitors • 130+ comments • Nearly 60% of blog traffic came from post in Dec „12
  • 24. • Demographics: Gender, Age, Counties, Cities, Languages • Page Views • Unique Visitors • Total Tab Views • External Referrers • Reach: Organic, Paid, Viral • Unique Users by Frequency
  • 25. • Facebook „Offers‟ • Optimize your profile • Consider Edge Rank and Facebook Graph Search factors for Facebook‟s algorithm • Run contests • Include photos • Create „Events‟ • Use Facebook Insights to measure your success
  • 26. • 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 and other brands • Use hashtags
  • 27. Source: Modea
  • 28. Source: RJ Metrics 1. Home (17.2%) 2. Arts and Crafts (12.4%) 3. Style/Fashion (11.7%) 4. Food (10.5%) 5. Inspiration/Education (9.0%) 6. Holidays/Seasonal (3.9%) 7. Humor (2.1%) 8. Products (2.1%) 9. Travel (1.9%) 10. Kids (1.8%) Top 10 Categories on Pinterest 1. For the Home (3.15%) 2. My Style (1.97%) 3. Products I Love (1.86%) 4. Books Worth Reading (1.68%) 5. Food (1.23%) 6. Favorite Places & Spaces (1.00%) 7. Recipes (0.75%) 8. Craft Ideas (0.74%) 9. Christmas (0.72%) 10. Crafts (0.65%) 10 Most Popular Board Names
  • 29. 10 Board Ideas
  • 30. • Seasonal Boards • Resident Perks • Apartment Décor – Small Spaces – Closets – Organization – Furniture • Recipes • Hobbies – Fashion/Style – Sports – Luxury Cars • Crafts/DIY Projects
  • 31. • Cities • Neighborhoods • Dining Guide • Shopping • Nightlife • Transportation • Events • Entertainment • Schools • Local Businesses • Beauty/Spas
  • 32. Image Optimization Best Practices
  • 33. Source: RJ Metrics 2012
  • 34. Source: Pinerly Study
  • 35. • Homes.com launched the first real estate industry Pinterest contest in Feb „12 • The „Pin It If You Love It‟ contest was responsible for: – Almost 4,000 pins and repins – 300+ entries – Increased Homes.com‟s Pinterest followers by 420 – 420% increase in page views, 782% in site searches and 500% increase in leads
  • 36. • 90 million Monthly Active Users • 40 million Photos Per Day • 8500 Likes Per Second • 1000 Comments Per Second
  • 37. • Snap a photo with your mobile phone • Choose from 20 different filters to transform the image • Tag the photo with a foursquare location • Include a message and use hashtags • „Like‟ and comment on posts from other users • Search the site and app to discover content
  • 38. AfterBefore
  • 39. • #love • #instagood • #me • #cute • #tbt • #photooftheday • #intsamood • #beautiful • #picoftheday • #girl • #igers • #instadaily • #iphonesia • #follow • #happy • #tweegram • #summer • #instagramhub • #bestoftheday • #iphoneonly • #igdaily • #fashion • #nofilter • #food • #sunset • #sky • #fun • #instamood • #instagramers • #lol
  • 40. • Curate content ranging from loosely brand-related to product-specific • Engage with users to build trust and an online community • Drive traffic back to your website and social channels • Run contests and provide giveaways • Humanize the brand image
  • 41. • Select your username • Include your logo • Craft a description • Provide a website URL • Follow other users • Recruit residents and staff to follow the brand
  • 42. • 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 • Crowdsource with Instagram • Regular engagement with audience • Create local expert Pinterest boards • Use hashtags • Tools: PinAlerts, Pinreach, Pinpuff, Pinerly, Repinly
  • 43. • 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
  • 44. • Keep it concise (2 min or less) • How-To videos, neighborhood videos, testimonials, apartment rental advice, answer top questions • Create playlists • Create community • Get creative • Optimize: titles, descriptions, keywords, tags • YouTube Analytics (demographics, audience retention, traffic sources, playback locations)
  • 45. 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 navigability and readability.
  • 46. • Users “check-in” to local businesses and events • Earn badges for more check-ins • Discover new places • Find deals
  • 47. • No Touristy Tips – What really flies is local insight and inside tips • Associate Photos – Everything goes better with a picture • Use Lists – Curate groups of tips into lists and make sure your tips are included • Look for Lines – Venues with long wait lines (airports, popular restaurants, travel hubs) have a higher usage of tips • Run a Promotion – Run a “Swarm Badge” promotion at a resident event (get 51 people to check in simultaneously)
  • 48. • Keep mobile top of mind • Prepare your websites and optimize for search and social • Keep mobile in mind • Leave Foursquare tips on local business profiles • Provide specials and incentive to become Mayor • Engage consumers • Run contests
  • 49. Survey Infographic with survey results
  • 50. Checklist
  • 51. eBook
  • 52. Photo Contest
  • 53. Twitter Chat FacebookAds
  • 54. 1. Start your search for your internal social media rock star. 2. Develop a social media policy. 3. Decide on the themes for your content, create a content calendar and make the promise to post. 4. Establish an ambassador program. 5. Create a cohesive branded look for all social profile skins. 6. Create some videos and upload photos. 7. Promote events, specials, promotions and content across all social networks. 8. Select a unique hashtag. 9. Launch a contest. 10. Have fun and test things.
  • 55. /EricaCampbell @EricaCampbell Erica Campbell Byrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum
  • 56. bitly.com/EricaCampbellByrum