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Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville

Erica Campbell spoke on 'Leveraging Social Media Marketing Trends' at the Apartment Association of Greater Knoxville (AAGK) on April 25, 2012 in Knoxville, TN.

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Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville

  1. 1. LEVERAGINGSOCIAL MEDIAMARKETING TRENDS Erica Campbell Director of Social Media Dominion Homes Media @ericacampbell
  2. 2. AGENDA• Social Media Landscape• Education• Growth• Engagement• Measurement• Ignition Points
  3. 3. SOCIAL MEDIALANDSCAPE
  4. 4. Social Networking is the most popular online activity worldwide & reaches 82% of the online populationSource: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
  5. 5. Social Media Is Becoming More Influential At EachPhase Of The Connected World
  6. 6. SOCIAL MEDIA LANDSCAPEBenefits of Social Media • Create awareness, buzz and brand positioning to prospective renters. • Connect with your best and most likely customers by giving them a reason to like or follow the brand in social channels. • Increase resident satisfaction which decreases turnover and increases occupancy. • Engage residents by making community communications more participative and personally relevant. • Influence residents to share their positive experience and encourage them to refer their friends.
  7. 7. RETURN ON INVESTMENTROI = [Gain from Investment – Cost of Investment] / Cost of Investment The formula
  8. 8. The investment-return relationship Non- $$$ $$$ Action Reaction Financial FinancialInvestment Impact Impact This is very important but ROI doesn‟t live here Non-Financial Impact = Potential
  9. 9. Augment your social media engagement efforts, stay current & learn up-to-date skills to maximize your exposure.EDUCATION
  10. 10. EDUCATIONOrganize Yourself Internally Customer Human Marketing Sales/Leasing Legal Service Resources
  11. 11. EDUCATIONSocial Media Ambassador• Good communicator and writer• Good technical skills with computers and online applications• Active in the social media realm, particularly Facebook• Excellent understanding of your company, history and reputation• Team player with the ability to take charge and lead others when necessary
  12. 12. EDUCATIONSocial Media Policy• Create conversation guidelines for employees and social media admins.• When are your employees “your” employees?• Are you responsible for their actions when they are “on the clock”?• Are you responsible for their actions when they are on their own time? Social Media• Remember to protect proprietary and confidential information. Policy• Draft a social media style guide.
  13. 13. EDUCATIONWhat is Your Content Strategy?• Define an effective channel strategy• What is your mission statement, brand position or brand promise?• What is your brand personality?• What is your brand identity?• What differentiates your brand?• What is your company story?• What do you want your customer experience to feel like?• Identify types of content
  14. 14. EDUCATIONCreate a Content Calendar Local Events Neighborhood Community Apartment News News Living Tips
  15. 15. EDUCATIONComment Guidelines• Develop a listening framework.• Will you reject comments which include offensive or inappropriate language?• Will you allow personal attacks?• On-topic comments: What will you do with comments that veer away from the topic of the post or other peoples‟ comments?• Will you allow comments that appear to be spam?• Will you take action against repeat offenders?• Will you provide a way for commenters to contact someone if their comment is not approved, or if they have other questions?
  16. 16. EDUCATIONHave a Reputation Mgt Plan Risk Table SWOT Analysis
  17. 17. EDUCATIONWho Responds?• Regional/Corporate – Pros: Not emotionally tied to the issue/concern – Cons/Challenges: Could cause for delay because they must obtain all info from on-site team before responding & should stand behind the on-site team, if possible• Property Manager – Pros: Knows all the details, backstory & may personally know the resident with the issue/concern – Cons/Challenges: Too emotionally invested, especially if he/she is the target of the review or comment
  18. 18. EDUCATIONTake the Conversation Offline
  19. 19. Foster retention & engagement among current fans, resulting in brand loyalty.GROWTH
  20. 20. GROWTH Fan Acquisitionhttp://developers.facebook.com/docs/plugins/
  21. 21. GROWTHFan Acquisition
  22. 22. GROWTHFan Acquisition
  23. 23. GROWTHFan Acquisition
  24. 24. GROWTHCapture Email Addresses
  25. 25. GROWTHFoursquare
  26. 26. GROWTHInstagram
  27. 27. GROWTHPinterest Pinterest is the 3rd largest social network and is an invitation only social network that allows users to visually share, curate, and discover new interests by posting, also known as „pinning,‟ images or videos to their own or others‟ pinboards (i.e. a collection of „pins,‟ usually with a common theme).
  28. 28. GROWTHPinterest
  29. 29. GROWTHPinterest
  30. 30. GROWTH Traffic jumped by 900,000 unique visitors from February to March for Pinterest a total of 18.7 million unique visitors visitors.Source: Compete
  31. 31. GROWTHPinterest
  32. 32. GROWTHPinterest •Over 7,400 visits to contest blog •307 boards created, 3,952 pins & 3,930 repins
  33. 33. GROWTHPinterest Integrate with Facebook
  34. 34. GROWTHPinterest I will send a Pinterest invite to the first 4 people that Tweet me right now to: @ericacampbell
  35. 35. GROWTH[INFOGRAPHIC] Graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly.Source: Wikipedia
  36. 36. Establish direct connections with residents & prospects to build relationships, cultivate business opportunities & keep your conversation going.ENGAGEMENT
  37. 37. Cover Photo Admin Panel & TimelineProfile Picture Apps FacepileAbout Section ComposerPinned Post LikesThumbnail Image
  38. 38. ENGAGEMENTUse Bold Visuals
  39. 39. ENGAGEMENTUse Bold Visuals
  40. 40. ENGAGEMENTCapture Your Brand
  41. 41. ENGAGEMENTCapture Your Brand
  42. 42. ENGAGEMENTBlog
  43. 43. ENGAGEMENT Post Length Engagement rates on Thursday and Friday are 18% higher than other days of the week.Source: Buddy Media 2011
  44. 44. ENGAGEMENT Research suggests 7am, 11am, Timing 3pm, 5pm, and 11pm but continue to test. Frequency is king but don‟t overwhelm your fansSource: Buddy Media 2011
  45. 45. ENGAGEMENTTiming
  46. 46. ENGAGEMENTTiming
  47. 47. ENGAGEMENT Encourage Interaction Posts that end with a question have a 15% higher engagement rate.Source: Facebook
  48. 48. ENGAGEMENTEncourage Interaction Fill-in-the-blank posts generate about 90% more engagement than the average post. Source: Facebook
  49. 49. ENGAGEMENTMake a Visual Impact With PhotosPosts including a photo album, a picture or a video generate about180%, 120%, and 100% more engagement than the averagepost, respectively. Source: Facebook
  50. 50. ENGAGEMENTPhoto Albums
  51. 51. ENGAGEMENTPost Videos
  52. 52. ENGAGEMENTIntegrate With Other Social Platforms
  53. 53. ENGAGEMENTGive Fans Exclusive Access
  54. 54. ENGAGEMENTGive Fans Exclusive Access
  55. 55. ENGAGEMENTMarket Events
  56. 56. ENGAGEMENTDeliver Value @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners
  57. 57. ENGAGEMENTPromotions & Sweepstakes Status Update GiveawayPhrase that Pays Caption Contest
  58. 58. Monitor the health of your brand on the social web to understand your sentiment, key demographics, influencers & competition.MEASUREMENT
  59. 59. MEASUREMENTDistributionWhat social media channels are you using, how canpeople reach you, are you visible?• Followers• Fans• Number of mentions• Reach• Inbound links• Blog/YouTube subscribers
  60. 60. MEASUREMENTInteractionHow likely are followers going to engage, spread yourmessage and interact with each other? • Retweets • Contributors and active • Facebook Insights contributors • Forward to a friend • Pageviews • Social media sharing • Unique visitors • Comments • Traffic from social • Like or rate something networking sites • Reviews • Time spent on site • Response time
  61. 61. MEASUREMENTInteraction Google Analytics Facebook Insights
  62. 62. MEASUREMENTInfluenceHow do attitudes change due to the social media activities?This is the branding value that should convert into sales.• Share of conversation vs. competitors• Resident and prospect satisfaction• Sentiment positive, neutral or negative• Number of brand evangelists Insert this query into Google
  63. 63. MEASUREMENTCalculate the Engagement RateAmplification Rate Amplification = # of Retweets Per Tweet Amplification = # of Shares Per Post Amplification = # of Share Clicks Per Post (or Video)Conversation Rate Conversation Rate = # of Audience Comments (or Replies) Per PostApplause Rate Applause Rate = # of Favorite Clicks Per Post Applause Rate = # of Likes Per Post Applause Rate = # of +1‟s Per Post Applause Rate = # Likes Per Post (or Video)
  64. 64. MEASUREMENTROI & ActionHow many leases, renewals and other real world resultsdo you get from social media? • Sales revenue • Lifetime value of customers • Reduction in turnover • Increase in resident referrals • Issues resolved & resolution • Leasing & Maintenance staff rate time saved • Number of leads/Conversions • Share of repeat customers (per day, week, month) (from social media vs. other • Cost of lead channels) • Lead conversion rate • Transaction value per • Revenue (per follower, lead, customer customer) • NOI Increase
  65. 65. MEASUREMENTROI & Action According to SatisFacts Research, each unit turned over at the end of a residents lease, averages a cost of $3,900 to the property manager. This turnover cost includes the loss of rental days while vacant, concessions and maintenance. The research also demonstrates 54% of turnovers are, in fact, controllable. Sense of community = Less turnover
  66. 66. IGNITION POINTS
  67. 67. IGNITION POINTSThings You Can Do Today!1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & commit to posting.3. Upload pictures & videos from past events & establish a goal for how many photos you would like to post per month.4. Create a Facebook Timeline cover photo.5. Start collecting email addresses from residents.6. Set up Google Alerts.
  68. 68. Follow Me
  69. 69. Q&A

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