Social Media Profiling


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Vivek Sodera, co-founder of Rapleaf makes social media an actionable marketing channel with this presentation to the Apartment Internet Marketing Conference 2010 on the social graph and making social media an actionable marketing channel.

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Social Media Profiling

  1. 1. AIM 2010<br />Social Media Engagement for Apartment Marketers<br />Vivek Sodera<br />Co-Founder / Business Development<br />Rapleaf<br /> / @vsodera<br />
  2. 2. Contents<br /><ul><li> Rapleaf | About
  3. 3. Social Media Landscape
  4. 4. Social Media Trends
  5. 5. Email-to-Social
  6. 6. Facebook
  7. 7. Twitter
  8. 8. Foursquare
  9. 9. Plancast
  10. 10. Additional Platforms
  11. 11. Summary
  12. 12. Something Extra…
  13. 13. Contact</li></ul> / @vsodera<br />2<br />10/13/2009<br />
  14. 14. Rapleaf | About<br />Rapleaf provides social media data and consumer insight to drive acquisition, retention and data intelligence activities. With the largest and most comprehensive social media database, Rapleaf helps clients exceed marketing objectives. <br />Headquarters: San Francisco, CA<br />Satellite Offices: Chicago, IL<br /> New York, NY <br />I<br />Like<br />cats<br />Food Network<br />Fan<br />NASCAR <br />Fan<br />Quick Facts<br /><ul><li>Data on 900+ million records
  15. 15. 400+ million consumers
  16. 16. 60+ billion friend connections</li></ul> / @vsodera<br />3<br />10/13/2009<br />
  17. 17. Rapleaf | About<br />Rapleaf Universe<br />Who – demographics<br />Where – footprint online<br />What – affinities, interests<br />With Whom – friend connections<br />Rapleaf Process<br /> / @vsodera<br />4<br />4<br />
  18. 18. Social Media Landscape<br />Demographics<br />Usage – 80/20 Rule<br /> / @vsodera<br />5<br />
  19. 19. Social Media Landscape<br />Early vs. Recent Adopters<br /> / @vsodera<br />6<br />
  20. 20. Social Media Trends<br />Trends<br />-Facebook is new webpage<br /> -Socialized commerce<br /> -FB Connect  massive ad network (100MM)<br />-Content distribution timescale:<br /> Past (Asynchronous) Present (Realtime) Future (Intent)<br /> Blog/Reviews Twitter/Foursquare Plancast<br />-Social broadcasting is on the rise <br /> / @vsodera<br />7<br />
  21. 21. Email-to-Social: Unanonymize<br />Strategy:<br />-Identify existing and potential tenants/leads on social <br />-Target email marketing to those on FB & Twitter<br /><ul><li> Ask to fan/follow your page(s)
  22. 22. Ping potential ambassadors or influencers with special offers & incentives
  23. 23. Ping groups of friends</li></ul>-Ping folks that change location (via LinkedIn, etc)<br />Case Study: Cosmetics Company<br />-Company wanted to expand FB fan base<br />-We identified which customers were on FB<br />-Company sent targeted email to FB customer base to fan on FB fan page<br />-Company fanbase grew 10,000% in weeks<br />>50% on Facebook<br /> / @vsodera<br />8<br />
  24. 24. Email-to-Social: Identify Influencers<br />Social Influencers Can Broadcast Your Message<br />Influencers – Targets for word-of-mouth marketing campaigns<br />Friend counts of customers<br />Case Study: CPG<br />-CPG interested in leveraging 'mommy bloggers' for brand equity purposes<br />-Un-anonymized customer set (4M)<br />-Identified socially influential 'soccer moms'<br />-CPG reached out to influencers & had them participate in blog/Twitter campaign<br /> / @vsodera<br />9<br />
  25. 25. Facebook – What Will Be Covered<br /><ul><li>Facebook Connect
  26. 26. Engagement Ads
  27. 27. Facebook Ads
  28. 28. Recent Facebook Changes</li></ul> / @vsodera<br />10<br />
  29. 29. Facebook – Measure<br />Social Media Sabermetrics<br />-Identify your business goals<br />-Set your Key Social Performance Indicators (KSPIs)<br />-Develop low-investment programs that should drive KSPIs<br />-Optimize tactics based on performance of KSPIs<br />Standard KSPIs<br />-Subscribers (email, RSS, or notifications)<br />-Content consumption<br />-Socially-indexed conversations<br />-UGC (photos/videos/wall posts added by fans)<br />-Pageviews<br />-Number of fans<br />-Number of comments/likes<br />-Time engaged with the site<br />-Total unique visitors<br /> / @vsodera<br />11<br />*credit: Ian Schafer & Tyler Willis<br />
  30. 30. Facebook – Sexy Apartment Listings<br />Craigslist<br />Website<br />Twitter<br />Search Landing Page<br />Email<br />Youtube<br />Yelp<br />3rd Party Listing Sites<br /> / @vsodera<br />12<br />
  31. 31. Facebook – Make Your Fanpage Sexy<br />Involver:<br /> / @vsodera<br />13<br />
  32. 32. Facebook – The New Webpage<br />Great Examples:<br />Traffic<br />Email address capture form (leads)<br /> / @vsodera<br />14<br />
  33. 33. Facebook – Be Social Yet Professional<br />Social Media is One Big Cocktail Party<br />Be Professional<br />Embrace the Community<br />-Make it aesthetically pleasing (Involver)<br />-Ask questions/get feedback (Brandglue)<br />Online<br />Offline<br /> / @vsodera<br />15<br />
  34. 34. Facebook – News Feed Optimization<br />No One Visits Your Fanpage (True Story)<br /><ul><li>Focus on converting visitors --> fan (interact through the newsfeed, NOT the page).
  35. 35. Newsfeed algorithm – EdgeRank</li></ul>(1) Affinity score between the viewing user and the item's creator; higher affinity score if you send your friend FB messages and look at their profile<br /> (2) Weight for edge type (create, comment, like, tag, etc.); comment has more importance than a like<br /> (3) Time decay factor based on how long ago the edge was created<br /><ul><li>BrandGlue: Make clients' status updates appear in their fans' newsfeed more often
  36. 36. Call your fans to action (ask for comments) –</li></ul>Not Great: Better:<br />“Units available here: [link]" “How important is the community environment when selecting an apartment to rent? (BTW, we've got special discounts ` on the following units: [link])"<br /> / @vsodera<br />16<br />
  37. 37. Twitter – Setting Up Your Page<br />Twitter Page<br />-Don’t tweet crap…learn from Shaq<br />-Tweet open listings and vacancies<br />-Alert tenants of apartment updates<br />-Engage influencers & potential ambassadors<br />-Beautify your Twitter page & provide contact info<br />-<br />Twitter Search<br />Basic Monitoring Advanced Monitoring<br />-TweetDeck, Hootsuite, etc.<br />-Track/monitor your company’s mentions + competitor’s<br />-Stream tweets from apt hunters<br />-Radian6, Visible Technologies, etc.<br />-Advanced analytics in monitoring your company + competitors<br />-Sentiment analysis<br /> / @vsodera<br />17<br />
  38. 38. Twitter – Remember…<br /><ul><li>Engage, Engage, Engage: Engage with existing Twitter followers & known FB fans
  39. 39. Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP
  40. 40. Track: Periodically measure aggregate sentiment and aim to continually increase in positivity</li></ul> / @vsodera<br />18<br />
  41. 41. Foursquare<br />This Year’s Twitter<br />-Users check-in their location & broadcast to friends<br />-Combines the buzz of geo + realtime<br />-Users incentivized by points, badges, & mayor offers<br />Distributed Marketing<br />-Tenants check-in and broadcast to friends that they’re currently at their apt (friends likely to stop by and be exposed to apartment surroundings)<br />-Encourage tenants to check in<br />Mayorship<br />-Engage and embrace loyal tenants<br />-Offer incentives to Mayor of apt (5% off rent or reserved parking spot)<br /> / @vsodera<br />
  42. 42. Foursquare – Go the Extra…<br />Tips*<br />Go the Extra Inch:<br /><ul><li> List your business location so it shows up in results when users are nearby.
  43. 43. Add unique tips and to-dos for local restaurants, retailers and other venues.
  44. 44. Offer a reserved parking spot to the “Mayor” of your community.
  45. 45. Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.
  46. 46. Encourage as many people in your community as possible to join Foursquare, then share their best tips and to-dos on your blog.</li></ul>Go the Extra Mile:<br /><ul><li> Track Mayor deals and check-in coupons for other businesses in the area, and post them on your website.
  47. 47. Get out in the neighborhood and help more businesses create their own Foursquare deals.
  48. 48. Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.
  49. 49. Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.
  50. 50. Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”</li></ul> / @vsodera<br />20<br />*credit: Mike Whaling/30lines<br />
  51. 51. Plancast – A New, Upcoming Platform<br />Foursquare for the Future<br />-Event driven social broadcasting<br />-Combines geo + intent<br />-Business model is still unclear<br />-Gained traction at SXSW like Twitter & Foursquare before it<br />Plan Ahead<br />-Plan offers & incentives ahead of time:<br /><ul><li> Moving Out  Moving service (not U-Haul) offers
  52. 52. Moving In  Comcast, Bed Bath & Beyond coupons
  53. 53. Pool party / BBQ  Conditional sponsorship of food/drinks
  54. 54. Local events  Email, tweet, or message tenants</li></ul> / @vsodera<br />21<br />
  55. 55. Additional Platforms<br />Yelp<br />-Monitor reviews for current and existing tenants and outreach<br />-Pro-actively upload images and content<br />Augmented Reality<br />-Minority Report like technology<br />-UDR gets it<br />Slideshare<br />-can upload 1-2 page sales material on apartment listings<br />-can capture leads thru embedded lead collection form:<br />Myspace/Hi5/Bebo/Friendster/etc.<br />-niche targeting: middle America, Latinos, African Americans, etc.<br /> / @vsodera<br />22<br />
  56. 56. Summary - Strategies<br /> / @vsodera<br />23<br />
  57. 57. You Want More?<br />Offline Data<br /><ul><li>Income
  58. 58. Presence of children
  59. 59. Home Ownership
  60. 60. Purchase Behavior
  61. 61. Lifestyles
  62. 62. Much more</li></ul>Social Graph<br /><ul><li>Targeting friends
  63. 63. Extending reach
  64. 64. Social Affinity</li></ul>Micro-Targeting<br /><ul><li>Target lists of people for postal and/or email programs
  65. 65. Serve display media to only people you want
  66. 66. Use customer insight to tailor messaging and media plan</li></ul>Social Data<br /><ul><li>Social Site Affiliation
  67. 67. Interests and brand affinities
  68. 68. Occupation
  69. 69. Education
  70. 70. Location</li></ul> / @vsodera<br />24<br />
  71. 71. Target Ads Based on Social Data<br />Target:<br />-existing fans/followers<br />-friends of current fans/followers<br />-existing & prospective tenants<br />-friends of tenants<br />-fans/followers of competitors<br />-custom & built out segments<br />YOUR AD HERE<br />YOUR AD HERE<br /> / @vsodera<br />25<br />
  72. 72. Questions?<br />Contact:<br />Vivek Sodera<br /><br />Twitter: @vsodera<br />510.919.6221 <br /> / @vsodera<br />26<br />