Integrating Social Media
Into an Overall Marketing Plan
@EricaCampbell
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
Brainstorm
DistributeCollaborate
AuditIdentify
multifamily-social-media.com
Identify
Goals,
Audience &
Content
Team1
Set Your Goals
1. Build trust and rapport with your audience
2. Attract new prospects to your marketing system
3. Explore ...
Keep Your Strategy Simple
• Who is your audience?
• What are you going to say (that is useful)?
• Where will you say it? (...
Develop Buying Personas – First Time Fran
• Socializing singles
• Urban-dwellers
• Hip
• Cutting-edge culture
• Exercise e...
Determine what questions and fears your
personas have at each stage of the buying
process.
Source: Leftbrain DGA
Buying Cy...
Establish Your Content Team
multifamily-social-media.com
Editor
Content Owners/SMEs
Creative/Writing
- Owner
- Marketing V...
multifamily-social-media.com
multifamily-social-media.com
Sample Workflow
multifamily-social-media.comSource: Divvy HQ
Audit &
Identify the
Gaps in your
Content2
Conduct an Audit & Map Content
Do you have budget-
friendly or apartment
searching content for
First Time Fran?
Source: Le...
multifamily-social-media.com
Brainstorm
Themes,
Topics &
Content
Types3
Themes, Topic & Alignment
multifamily-social-media.com
Content Themes:
Beyond your business
Topics:
Specific titles or con...
Monthly/Quarterly Themes
multifamily-social-media.com
• Stay
focused
• Better story
ideas
• Engage with
community
Month View
multifamily-social-media.com
Layers of Written Content
multifamily-social-media.com
Data-driven articles, eBooks,
white papers
Resident testimonials, c...
Selecting the Right Content
multifamily-social-media.com
Think about
First Time
Fran
Determine Content Types
multifamily-social-media.com
• Video (Shot-form: Instagram & Vine, Long-form: YouTube)
• Images
• ...
multifamily-social-media.com
Managing the
Editorial
Calendar
4
Determine Your Publishing Schedule
multifamily-social-media.com
• What are you going to publish?
• How often are you going...
Frequency Sample
• Social media updates = daily
• Website articles = 3 times per week
• eNewsletters = 2 times per month
•...
multifamily-social-media.com
Create Your Editorial Calendar
• Designate one person to manage it
• Simple is better and cle...
Create a Social Posting Calendar
multifamily-social-media.com
Promoting &
Distributing
Your Content
5
Distribution Channels
1. Organic Social Media
2. Syndication Partners
3. Local Publications
4. Newsletters/Email
5. Paid S...
POE
multifamily-social-media.com
Cross-Promote Socially
multifamily-social-media.com
Brainstorm
DistributeCollaborate
AuditIdentify
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
bitly.com/AboutECB
@AptsForRent &
@ericacampbell
+AptsForRent
/AptsForRent
/AptsForRent
/AptsForRent
Erica Campbell Byrum
...
Integrating Social Media Into an Overall Marketing Plan
Integrating Social Media Into an Overall Marketing Plan
Integrating Social Media Into an Overall Marketing Plan
Integrating Social Media Into an Overall Marketing Plan
Integrating Social Media Into an Overall Marketing Plan
Integrating Social Media Into an Overall Marketing Plan
Integrating Social Media Into an Overall Marketing Plan
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Integrating Social Media Into an Overall Marketing Plan

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Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Jamie Gorski, Senior Vice President, Corporate Marketing with The Bozzuto Group, and Erica Campbell Byrum, Director of Social Media for Homes.com and ForRent.com, as they examine the potential power of social media channels and share how to achieve successful marketing results with Internet marketing components.

This presentation was given at Landlord WEBCON on May 8, 2014 in Toronto, Canada.

Published in: Real Estate, Business, Technology
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Integrating Social Media Into an Overall Marketing Plan

  1. 1. Integrating Social Media Into an Overall Marketing Plan @EricaCampbell
  2. 2. multifamily-social-media.com
  3. 3. multifamily-social-media.com
  4. 4. multifamily-social-media.com
  5. 5. Brainstorm DistributeCollaborate AuditIdentify multifamily-social-media.com
  6. 6. Identify Goals, Audience & Content Team1
  7. 7. Set Your Goals 1. Build trust and rapport with your audience 2. Attract new prospects to your marketing system 3. Explore prospect and resident pain 4. Provide solutions and overcome objections 5. Deepen loyalty with existing residents 6. Build your reputation with search engines multifamily-social-media.com
  8. 8. Keep Your Strategy Simple • Who is your audience? • What are you going to say (that is useful)? • Where will you say it? (channels, vehicles) • When will you say it? multifamily-social-media.com
  9. 9. Develop Buying Personas – First Time Fran • Socializing singles • Urban-dwellers • Hip • Cutting-edge culture • Exercise enthusiasts KEY TRAITS • Financially-sensible • Risk takers • Internet-savvy • Digitally-literate • Relies heavily on social networks FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford. Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family. Content focusing on budgeting and first time renters would have a more significant impact with this persona. ENGAGEMENT INSIGHT
  10. 10. Determine what questions and fears your personas have at each stage of the buying process. Source: Leftbrain DGA Buying Cycle •Interested Prospects •New Residents •Returning Residents •Current Residents •Former Residents First Time Fran is concerned about having a limited budget.
  11. 11. Establish Your Content Team multifamily-social-media.com Editor Content Owners/SMEs Creative/Writing - Owner - Marketing VP - Marketing Mgr. - Regional Mgr. - Property Mgr. • Editing content • Assigning projects • Managing projects • Maintaining voice/style • Approving and publishing content • Giving feedback to contributors • Facilitating team meetings • Being creative • Creating content • Taking photos/making videos • Participating in brainstorming - Internal - External
  12. 12. multifamily-social-media.com
  13. 13. multifamily-social-media.com
  14. 14. Sample Workflow multifamily-social-media.comSource: Divvy HQ
  15. 15. Audit & Identify the Gaps in your Content2
  16. 16. Conduct an Audit & Map Content Do you have budget- friendly or apartment searching content for First Time Fran? Source: Leftbrain DGA
  17. 17. multifamily-social-media.com
  18. 18. Brainstorm Themes, Topics & Content Types3
  19. 19. Themes, Topic & Alignment multifamily-social-media.com Content Themes: Beyond your business Topics: Specific titles or content ideas Content Types: eBooks, events, white papers, emails, etc.
  20. 20. Monthly/Quarterly Themes multifamily-social-media.com • Stay focused • Better story ideas • Engage with community
  21. 21. Month View multifamily-social-media.com
  22. 22. Layers of Written Content multifamily-social-media.com Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of-articles, resident events How-to articles, checklists, infographics
  23. 23. Selecting the Right Content multifamily-social-media.com Think about First Time Fran
  24. 24. Determine Content Types multifamily-social-media.com • Video (Shot-form: Instagram & Vine, Long-form: YouTube) • Images • Podcast • Email • Whitepapers • Articles/blog posts • eBooks • Facebook update, Tweet, G+ post, pins • Pay-Per-Click ads
  25. 25. multifamily-social-media.com
  26. 26. Managing the Editorial Calendar 4
  27. 27. Determine Your Publishing Schedule multifamily-social-media.com • What are you going to publish? • How often are you going to publish? • Who will be responsible for researching, writing, designing, approving, publishing, and sharing the content?
  28. 28. Frequency Sample • Social media updates = daily • Website articles = 3 times per week • eNewsletters = 2 times per month • Video = 2 times per month • PR/News releases = 1 time per month multifamily-social-media.com
  29. 29. multifamily-social-media.com Create Your Editorial Calendar • Designate one person to manage it • Simple is better and cleaner • Easily shared + edited • Accessible
  30. 30. Create a Social Posting Calendar multifamily-social-media.com
  31. 31. Promoting & Distributing Your Content 5
  32. 32. Distribution Channels 1. Organic Social Media 2. Syndication Partners 3. Local Publications 4. Newsletters/Email 5. Paid Social Media 6. Paid Distribution multifamily-social-media.com ILS Bloggers
  33. 33. POE multifamily-social-media.com
  34. 34. Cross-Promote Socially multifamily-social-media.com
  35. 35. Brainstorm DistributeCollaborate AuditIdentify multifamily-social-media.com
  36. 36. multifamily-social-media.com
  37. 37. multifamily-social-media.com
  38. 38. multifamily-social-media.com
  39. 39. multifamily-social-media.com
  40. 40. multifamily-social-media.com
  41. 41. bitly.com/AboutECB @AptsForRent & @ericacampbell +AptsForRent /AptsForRent /AptsForRent /AptsForRent Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com

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