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Attract Tenants with Visual Content
- 1. Let’s Get Visual: Attract Tenants with New Technology Social Media Expert, RealPage, Inc. Jade.smith@realpage.com Twitter @RealPage @jdesmth #RPageQA 1©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 2. Objectives • Why Visuals? • Who are We Targeting? • What’s Popular? 2©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 3. 3©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Why Visuals?
- 4. In the form of… Blog articles Photos, Infographics Videos Flyers Creating Content & Sharing Content Visuals = Content 7©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 5. Did you know visual content makes up 93% of all human communication? Many users decide whether a post is worth surfing in the first 3 seconds. 4©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 6. Visuals Matter! 5©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Biggest increase in users seen from visually-driven outlets! What this means: Users are moving to more visual mediums! Source: Global Web Index
- 7. Visuals Matter! 6©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Facebook® and Twitter®, two of the biggest social networks, added visual elements to their news feeds
- 8. 8©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Who are We Targeting? Social Media Usage Study from Pew Research Center & DocStoc, Inc.
- 9. Molly Millennial 9©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 10. Peter Professional 10©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 11. Bella Boomer 11©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 12. What’s #Trending? 12©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Pew Research Center Study • Multi-platform use is on the rise! • More than half of all online adults 65 and older (56%) use Facebook.
- 13. Facebook® 13©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 14. Twitter® • Posts or Tweets can be shared with your following instantly. • Retweeting capabilities make it easy to share popular content! 14©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Hashtags & Trending Topics
- 15. YouTube® • Mimic reality by taking viewers on tours • Showcase new amenities and events • Share pertinent information in a “how-to” format 15©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 16. Pinterest® 16©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 17. What’s New? Mobile 17©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 18. Vine® • 6-second bite-sized video clips • Repurpose media clips • Target specific locations with hashtags • Integrates with Twitter easily 18©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. *Make your post leave an impact. Utilize your messaging!
- 19. Instagram® • Create your own media library! 19©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 20. Snapchat® 20©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 21. Outlet Overload! “I don’t have the time to be on all of these sites! Which one is right for me? Where do I devote my time?” 21©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 22. Budget your Time! • Know your Audience • Know your Content Process • Know your Goals 22©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 23. Know your Audience! What do you know about your current residents? Demographic Interests and Common Activities Behavior Reason to Buy 23©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 24. What’s your Content Process? • Hyperlapse • Pic Stitch • Piktochart • Quick • Fotor • Google Docs 24©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. • What content will you be creating? • What content will you be sharing? Tools
- 25. Set (realistic) Goals What is the end game? Get Organized! Calendar, Designate staff to help Measurement - Analytics Likes, Mentions, Followers, Shares Website Traffic, Online Forms Know your Goals! 25©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 26. 26©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Facebook® Analytics Twitter® Analytics Google Analytics™
- 27. 27©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Take the Leap!
- 28. Q&A 28©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
- 29. Let’s Get Visual: Attract Tenants with New Technology Social Media Expert, RealPage, Inc. Jade.smith@realpage.com Twitter @RealPage @jdesmth #RPageQA 29©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved. Jade.Smith@realpage.com!
Editor's Notes
- Notes – Too high level!
- 1. Hear about the growing phenomenon of visual technology and social media 2. Learn which platforms are trending currently and why using them is crucial for engaging with residents 3. Understand how to incorporate this technology into your community marketing strategy
- Use visual technology to connect with prospective residents
- Connect to your residents by using visuals Good content translates into good interaction * Queue up the actual vine beforehand Your content mix needs to be relatable and add value (Fly in relatable and add value) Cultivate a content mix that both relates to the interests of your residents and adds value to your brand image. Sharing + Caring = Engagement Act as an information source! Viral videos or popular articles Local new stories and events “10 Things only True Chicagoans will Understand” “Family-friendly Summer Activities”
- In this 3 seconds period, visuals are the MOST effective. Source: http://blog.hubspot.com/marketing/visual-content-marketing-infographic
- http://mashable.com/2014/11/26/tumblr-pinterest-fast-growing/ https://tctechcrunch2011.files.wordpress.com/2014/11/screen-shot-2014-11-25-at-16-57-16.png?w=355 http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastest-growing-app/ Within the last year: Facebook released a news feed update, catering more to visually-driven posts Twitter incorporated a video player According to Mashable, Pinterest and Tumblr are two of the Fastest growing social media outlets – both visually driven http://mashable.com/2014/11/26/tumblr-pinterest-fast-growing/ Both platforms boast sharing a winning combination of text and visual components in their user dashboards. What does the increased use of each platform mean for social media? What does it say about user behavior?
- http://mashable.com/2014/11/26/tumblr-pinterest-fast-growing/
- Raise your hand if you know your target audience/demographic/buyer? -Who is yours and why We’ll delve Into some of the big ticket market segments and how you can go about marketing to them using visuals Despite having more distractions, people living in cities have the most social media activity, at 70% of the population. Perhaps it's the connectivity of large-city life. As of January 2014, 74% of online adults use social networking sites.
- http://www.forbes.com/sites/erincarlyle/2014/12/18/housing-outlook-2015-11-predictions-from-the-experts/ So Molly here represents a group with a large amount of potential buying power Making transition from student housing/renting with roommates Unique & personalized By the end of 2015, Millennials (those under the age of 35) will overtake Gen X (35-50 years old) to become the largest group of homebuyers in the U.S., predicts Zillow’s Humphries. “Roughly 42% of Millennials say they want to buy a home in the next one to five years, compared to just 31% of Generation X,” he says. “The lack of home-buying activity from Millennials thus far is decidedly not because this generation isn’t interested in homeownership, but instead because younger Americans have been delaying getting married and having children, two key drivers in the decision to buy that first home. As this generation matures, they will become a home-buying force to be reckoned with.” Demographic: Recent Forbes study poised Millennials to take over Gen Xer’s by the end of 2015 Demographic Interests and Common Activities Behavior Reason to Buy
- Peter represents a group older than Millennials that This group on average has kids – Usually described as your mid to senior level professionals Little more risk averse, goal of providing for families, making the most of their time One of the biggest groups on LinkedIn Value-driven Starting a family/family is expanding and growing Gen Xers
- Bella is part of one of the largest demographics – Baby Boomer Empty Nesters Ready to Rent v. Buying This group is growing more and more tech savvy – fast learners The ME generation -Overall trust and fulfillment are SO important The Good Life! Time http://www.nmhc.org/Content.aspx?id=10275
- http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
- Continues to be the biggest social network out there 890 Million Daily Active Users (Dec 2014) 745 Million Mobile on Avg 1.39 Billion Monthly Active Users 1.19 Billion Mobile http://newsroom.fb.com/company-info/ Facebook Screenshots User name omitted (With permission) Property Management Insider post Coffee cup – shutterstock image Integrates with other competitors Site will have the biggest audience overall now 3 billion people online worldwide. Facebook’s active user base of 1.36 billion means that over one-third of the world’s population is now on Facebook.
- Usage 284 Million Monthly 500 Million Tweets Sent per Day 80% of Users are from Mobile https://about.twitter.com/company *Hashtags represent an online conversation Twitter may seem daunting, but realize that it’s all about targeting. You can use hashtags to include specific topics of conversation, related to your posts.
- YouTube reaches more adults aged 18 to 34 than any single cable TV network. Nearly half of people in this age group visited YouTube between December 2013 and February 2014, according to Nielsen. It was rated by millennials as the top place to watch content, ahead of digital and TV properties like Facebook and ESPN. Read more: http://www.businessinsider.com/2014-social-media-demographics-update-2014-9#ixzz3S8OxSw2F More than 1 Billion Unique Users each MONTH Over 6 Billion Hours of Video are Watched each Month 100 hours of video are uploaded every minute According to Nielsen, it reaches more US adults ages 18-34 than any cable network Youtube.com/yt/press/statistics.html http://upload.wikimedia.org/wikipedia/commons/thumb/0/06/YouTube_logo_2013.svg/2000px-YouTube_logo_2013.svg.png https://www.youtube.com/yt/about/ https://www.youtube.com/yt/press
- https://about.pinterest.com/en/press https://business.pinterest.com/en/brand-guidelines Pinterest users skew more towards women – usage at 80% http://www.forbes.com/sites/jeffbercovici/2014/05/07/its-getting-even-rarer-to-find-dudes-on-pinterest/ Infographic originally appears in propertymanagementinsider.com – RealPage Blog
- Many of these mobile apps will add a touch of personalization to your content. Also because of the vast amount of content out there, it’s up to you to decide how frequently you post. Mobile tends to skew younger in usership, but don’t let that stop you from engaging.
- https://mtc.cdn.vine.co/r/videos/B27C6358C91115751170657361920_2f0aa07b0ac.5.1.12029918715919276534.mp4?versionId=WlAllSDDoRXHGBb5gRWp4KNJ0T4Eos4i Vine Apartment Tour - Use relevant hashtags to draw in new users.
- 300M monthly active users 30billion photos shared 2.5 billion likes daily 70 million average photos per day http://instagram.com/press/ Create your own library of photos that you choose -Give your photos and flyers another purpose – let your content live on
- Snapchat is the youngest social network of all. More than six out of 10 Snapchat users are in the 18-to-24 age group, Read more: http://www.businessinsider.com/2014-social-media-demographics-update-2014-9#ixzz3S8P5DkRx Annual Holiday party & Super Bowl Soiree were flyers I created for the App snapchat https://www.youtube.com/watch?v=Z9h30NcVy4E – Photo of the Getty Source (Geo-Filters) http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastest-growing-app/ SnapChat lets you interact with those that add you on the app All posts have set time limits
- There is no perfect formula to mastering marketing on social media – You have to find out what is important to you, and use these tools to get you there. Social media is a tool you can use to connect
- https://www.youtube.com/watch?v=Z9h30NcVy4E
- Use this information to occupy a space in the minds of prospects! -Think about businesses in your community that have overlapping audiences
- https://www.youtube.com/watch?v=Z9h30NcVy4E
- Social media is a big investment of both time and money – There are tools available at your disposal to help you craft and automate your social strategy. Set goals -What is the end game? See what messages generate the most activity
- Include screenshots for analytics Analyze how well your content mix is working for your brand, and change and adjust it as needed Mention that you should look at increases in traffic after key blog posting -adds value to SEO
- Sometime social media can make you feel a little bit like this? But you have to take the plunge. It’s a Leap of Faith. Right now, we have to take responsibility for educating ourselves about this thing called social media. Get your hands on everything you can. Attend a seminar or webinar. Ask people what they’re doing. Pay attention to what you see your competitors and other professionals in your industry doing. Not everyone has the exact perfect answer… there is no exact perfect answer on “how” that fits every one or every business. And what fits you might not work for the next guy… Why Leverage Social Media? Social media has moved far beyond entertainment to become a trusted source of influence and communication. It is not only a big deal in our culture it’s a big deal to our business. The thinking has moved from “why” social to “how” social. Social networking has become the hub of internet activity for many users in both developed and emerging markets, with eMarketer estimating that 54% of all US residents use social networking sites at least monthly this year, while 47.6% use Facebook specifically. (March 2014 – eMarketer – Pulse of the online shopper, June 2014). Respondents also indicated that Facebook was the most likely social site they would use to make a purchase decision, with one in five digital buyers saying they did so. One in 10 said Pinterest was a decision-making helper for them, while just 6% selected Twitter. Overall, 35% of US digital buyers reported using at least one social site to make purchase decisions.