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Defining 2016: Social Media & Digital Trends

With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.

Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Freeman Web Meeting event on 9/29/16.

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Defining 2016: Social Media & Digital Trends

  1. 1. DEFINING 2016: SOCIAL MEDIA & DIGITAL TRENDS ERICA CAMPBELL BYRUM Director of Social Media Co-Author of Youtility for Real Estate @EricaCampbell @AptsForRent
  2. 2. TRENDS 1. REPUTATION MATTERS 2. CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES
  3. 3. 1 in 7 humans1.6 BillionMonthly Active Users Connecting to Facebook daily 900 MillionMonthly Active Users on Messenger 1 BillionMonthly Active Users on WhatsApp 60 BillionMessages sent on both Messenger and WhatsApp every day vs 20 B SMS 500 MillionMonthly Active Users on Instagram FACEBOOK IS NOT DEAD Source: Facebook
  4. 4. 2014 9.4% 13.2% 21.4% 2015 2020 SOURCE: DUKE UNIVERSITY CMO SURVEY CHIEF MARKETING OFFICER’S SPEND ON SOCIAL MEDIA
  5. 5. IT/SEO HR/ RECRUITING CUSTOMER RETENTION MKTG/PR/ SALES LEGAL COMP ANALYSIS SOCIAL MEDIA 6 TRADITIONAL BUSINESS FUNCTIONS ENHANCED BY SOCIAL MEDIA
  6. 6. 1. Gain valuable customer insights 2. Improve your customer service 3. Increase brand awareness and loyalty 4. Run targeted ads with real-time results 5. Generate higher converting leads 6. Provide rich customer experiences 7. Increase website traffic and search ranking 8. Find out what your competitors are doing 9. Share content faster and easier 10. Build relationships SOCIAL MEDIA BENEFITS
  7. 7. THE ROI OF SOCIAL MEDIA IS THAT YOUR BUSINESS WILL STILL EXIST IN 5 YEARS. “ - ERIK QUALMAN , AUTHOR OF SOCIALNOMICS
  8. 8. SOCIAL MEDIA TRENDS 3
  9. 9. 1. REPUTATION MATTERS
  10. 10. REPUTATION IS AN ASSET & MUST BE MANAGED LIKE OTHER ASSETS.
  11. 11. 92% OF INTERNET USERS READ REVIEWS AND 89% OF PEOPLE SAY REVIEWS INFLUENCE THEIR PURCHASE DECISIONS. - E TAILING GROUP “ “
  12. 12. A DIFFERENCE OF ONE STAR IN THE AVERAGE RATING CAN LEAD TO A 5% - 9% DIFFERENCE IN REVENUES. - HARVARD BUSINESS REVIEW “ “
  13. 13. We check our phones 150 times a day Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report
  14. 14. Source: Google MICRO-MOMENTS
  15. 15. 1. ESTABLISH AN IDENTITY
  16. 16. WHAT YOU SAY ABOUT YOURSELF! DIGITAL FOOTPRINT
  17. 17. WHAT OTHERS SAY ABOUT YOU! DIGITAL SHADOW
  18. 18. FOUR PILLARS OF LISTINGS REPUTATION WEBSITE SOCIAL 300+ places your business can be found online. Consumers control the conversation online. Your web presence must be optimized for mobile. No longer a “nice to have.” It is now a “must have.” “THE VIRTUAL DOORWAY” A BUSINESS’S VIRTUAL DOORWAY IS FAR MORE IMPORTANT THAN THEIR ACTUAL DOORWAY.
  19. 19. VIRTUAL DOORWAY IS ON THE WEB
  20. 20. VIRTUAL DOORWAY IS ON SOCIAL MEDIA
  21. 21. ONE OF THE BIGGEST ISSUES BUSINESSES FACE! BEING FOUND
  22. 22. GOOGLE REVIEWS
  23. 23. GOOGLE “SNACK PACK” RESULTS “SNACK PACK” STANDARD
  24. 24. KNOWLEDGE GRAPH
  25. 25. THE 4 THINGS EVERY PROPERTY NEEDS TO IMPACT LOCAL SEARCH:
  26. 26. 1 GOOGLE MY BUSINESS & GOOGLE+
  27. 27. GOOGLE REVIEWS2
  28. 28. CONSISTENT BUSINESS LISTING DATA ACROSS MORE THAN 300 SITES 3 THE BIG 4 Create and correct listings on the following: DATA PROVIDERS Syndicate local business listings to four major data providers through Listing Distribution
  29. 29. A SOCIAL MEDIA PRESENCE 4
  30. 30. OPTIMIZE LISTINGS
  31. 31. CUSTOMER SERVICE GENERATING LEADS BUILDING FANS SUCCESSFUL SOCIAL MARKETING
  32. 32. 2. MANAGE REVIEWS
  33. 33. SEARCH ON TOP REVIEW SITES
  34. 34. SEARCH YOUR COMPETITOR’S REVIEWS THIS IS A GIFT!
  35. 35. THE 3 TYPES OF REVIEWS 2. NEGATIVE REVIEWS 3. HEALTHY, UNMANAGED REVIEWS 1. NO REVIEWS / NO RECENT REVIEWS
  36. 36. BEST PRACTICES FOR HANDLING REVIEWS RULE 1: Never write a response while angry. RULE 2: Respond quickly and publicly. RULE 3: Always assume the resident is right, even if you know they’re not. RULE 4: Show the steps you’ve taken to resolve the situation. RULE 5: Take the conversation offline.
  37. 37. 2. CREATING YOUTILITY
  38. 38. BEING A GREAT MARKETER IS HARDER THAN EVER Source: Jay Baer
  39. 39. 3 REASONS WHY… Source: Jay Baer
  40. 40. 1. CONSUMER BEHAVIOR CHANGE Source: Jay Baer
  41. 41. Source: Jay Baer 0 37.5 75 112.5 150 DAILY TIME SPENT, IN MINUTES 147 Smartphone 108 Computer 113 TV 50 Tablet
  42. 42. 2. REAL-TIME REPUTATION Source: Jay Baer
  43. 43. Source: Jay Baer
  44. 44. Source: Jay Baer
  45. 45. 74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “
  46. 46. 3. ENORMOUS COMPETITION FOR ATTENTION Source: Jay Baer
  47. 47. YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE Source: Jay Baer
  48. 48. WHAT SHOULD YOU DO NOW? Source: Jay Baer
  49. 49. STOP TRYING TO BE AMAZING, AND START BEING USEFUL Source: Jay Baer
  50. 50. in new leases! $150,000
  51. 51. THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE. - @JAYBAER
  52. 52. YOUTILITY
  53. 53. YOUTILITY SO USEFUL, PEOPLE WOULD PAY “ ” IS MARKETING YOU FOR IT.
  54. 54. CREATE CONTENT THAT PEOPLE INCENTIVE TO SHARE. WILL HAVE AN
  55. 55. #1 REAL ESTATE BOOK ON AMAZON ONLY $2.99
  56. 56. 3. VISUAL CONTENT EXPLODES
  57. 57. — @garyvee
  58. 58. Not just for selfies & recipes!
  59. 59. WHY IS VISUAL CONTENT IMPORTANT?
  60. 60. 90%OF INFORMATION TRANSMITTED TO THE BRAIN IS VISUAL, AND VISUALS ARE PROCESSED 60,000XFASTER IN THE BRAIN THAN TEXT. Sources: 3M Corporation and Zabisco
  61. 61. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
  62. 62. POSTS WITH ATTRACT 3X MORE INBOUND LINKS THAN PLAIN TEXT POSTS. Source: SEOmoz VIDEOS
  63. 63. VISUAL CONTENT IS SOCIAL MEDIA-READY. IT’S EASILY SHAREABLE AND EASILY PALATABLE. Source: Wishpond.com
  64. 64. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.
  65. 65. A VISUAL DISCOVERY TOOL (GUIDE TO LIFE)
  66. 66. 14 minutes = avg site visit 30% prefer over watching TV
  67. 67. 1. Meet The Team 2. Floor Plans 3. Resident Events 4. Resident Reviews 5. Lifestyle Content 6. Local 7. Staging Models 8. Videos 9. Expert Advice 10.Marketing Ideas 10 PINTEREST IDEAS
  68. 68. CHECKLISTS & INFOGRAPHICS 24.3KSOCIAL ENGAGEMENTS 4,697UNIQUE VISITORS 6,502 PAGE VIEWS
  69. 69. PIN WIDGET Embed bigger pins on your site.
  70. 70. A SIMPLE WAY TO VISUALLY TELL YOUR STORY
  71. 71. 1. Amenities 2. Specials 3. Resident Events 4. Lifestyle 5. Happy Residents 6. Company Culture 7. Behind The Scenes 8. Local 9. Sneak Peeks 10.Meet The Team 10 INSTAGRAM IDEAS
  72. 72. HASHTAG
  73. 73. RUN AN INSTAGRAM CONTEST
  74. 74. •Questions are an easy way to increase fan engagement on Facebook •Types of questions: Fill in the blank, yes/ no, either/or, “like/ comment if” •Posts including action words such as “Post,” “Comment,” “Take,” “Submit,” “Like” & “Tell Us” prove to gain more engagement INCLUDE A CTA
  75. 75. •Posts with 80 characters or less get 66% more engagement •Pair text with a powerful image LESS IS MORE
  76. 76. RECIPES ~ PETS ~ DECOR
  77. 77. INCLUDE HYPER-LOCAL CONTENT
  78. 78. Prepare for especially busy days by scheduling your Facebook updates in advance. SCHEDULE YOUR POSTS
  79. 79. FACEBOOK ADS
  80. 80. CASE STUDY LEASES IN 1 DAY! 6
  81. 81. CANVA
  82. 82. PHONTO RHONNA DESIGNS PIC FRAME FLIPAGRAMPICMONKEY INFOGR.AMCANVA PICTOCHART FREE & LOW-COST EDITING & DESIGN TOOLS
  83. 83. LIVE STREAMING VIDEO
  84. 84. Primed by the constant avalanche of livestreamed video, 2016 will see consumers demand digital content that is timely and immersive; lasting in impact even if fleeting in duration Ephemeral - Faster
  85. 85. PEOPLE WANT TO SHARE REAL MOMENTS, NOT PERFECT MOMENTS.
  86. 86. »The democratization of smartphone prices »Mobile-fitting experiences »Shift in social behavior: willingness to share »Quick & easy access to the Internet LIVE VIDEO TAKE-OFF, WHY NOW?
  87. 87. 40yearsof live streamed footage is watched every day by 10 million Periscope users Periscope, August 2015
  88. 88. PERISCOPE
  89. 89. • #1 in the App Store. • 400 million snaps per day. • Stories last 24 hours & 10 second snap limit. • Video/audio calling & chat messaging. Snapchat
  90. 90. Casey Van Zant blah blah LIVE
  91. 91. FACEBOOK 360
  92. 92. FACEBOOK 360
  93. 93. INSTAGRAM STORIES
  94. 94. Visual content should not sell your apartment. It should sell an experience around your product.
  95. 95. TRENDS 1. REPUTATION MATTERS 2. CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES
  96. 96. TAKEAWAYS
  97. 97. TAKEAWAYS Reputation is an asset and must be managed like other assets. We are all now media companies and need to think like journalists. We need to dedicate resources to creating visuals, micro-videos and collecting stories. The only constant is change. 1 2 3 4
  98. 98. @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum /EricaCampbellByrum

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  • SusanDReinosoSilva

    Oct. 3, 2016

With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive. Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Freeman Web Meeting event on 9/29/16.

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