LeveragingSocial Media Marketing Trends                          Erica Campbell                      Director of Social Me...
Agenda• Social Media Landscape• Strategy• Social Media Marketing Trends   –   Social Signals   –   Facebook   –   Photo Sh...
SOCIAL MEDIALANDSCAPE
52 percent of a brand‟s reputation can be attributed to how social it is online, according to global executives in a recen...
On Average, Facebook  fans spend an extra  $72 on products & are  41% more likely to  recommend products  vs. non-fans.Sou...
The mobile PC category is poised tosoar from 347 million units in 2012 tomore than 809 million by 2017                  To...
1 billion                                                                       monthly active                            ...
Social Media Is Becoming More Influential At EachPhase Of The Connected World
Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
Consumers are Engaged inSocial Commerce on Facebook                               Facebook Users in US                    ...
Pinterest Stats
Pinterest Audience
Two Giant Sources of Traffic
Changing HowConsumers Gather Information
STRATEGY
Product Development               Marketing         Online Presence                          • Lead Generation • Feedback ...
•   Increase brand awareness, reach & retention•   Increase website traffic•   Humanize your voice•   Recruiting & hiring•...
• Passion• Social media savvy• Enthusiasm• Good communicator &  writer• Knowledge of brand touch  points• Good technical s...
• What is your mission statement,  brand position or brand promise?• What is your brand personality?• What is your brand i...
Develop a Content Calendar
“A social media policy shouldnot only protect the company, but should also encourage    employee ownership.”    ~Jeremiah ...
Fuel growth & visibility       Spark & join conversations     Enlist community of fansEstablish authentic presence        ...
SOCIAL SIGNALS
2009
2011
2012
POEMSource: http://www.onetoomanymornings.co.uk
Google SearchRanking Factors
•   Followers/Likes/Check-ins/Google+/Shares•   Mentions•   Frequency•   Topic/Relevancy•   Reputation/Authority/Influence...
•Recruit Residents  •Get a Vanity URL  www.facebook.com/username  • On Your Website  • In Your Emails  • In Your Office  •...
Google Author Tag &Google+ Circles
Social Extensions (ConnectGoogle+ to Ad Words)
Reviews & Ratings
Social Signals•   Optimize all of your social profiles•   Increase „Likes‟, Shares & Comments•   Associate with people tha...
FACEBOOK
Use Creative Cover Photos
Use Milestonesfor Storytelling
Create Photo Albums
Fan Acquisition
‘Like’ Sweepstakes Contest
Timing of Posts
Timing of Posts
Encourage Interaction
Encourage Interaction
Visually CompellingPosts Win
Give FansExclusive Content
@ Tag Businesses   Partnership Marketing: DesignConcierge Services & Green Partners                                       ...
Fill-in-the-blank postsgenerate about 90%more engagementthan the average post.    Fill-In-The-Blank Posts                 ...
Posts that end                   with a question                   have a 15% higher                   engagement rate.   ...
‘Pin’ a Post
Star Stories
Create an Event
Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user‟s emailor ...
Facebook Chat
Facebook Advertising                           SystemSource: BlitzMetrics.com
Page Post Story (Your „Likes‟) &        Page Likes             Page Post Like (Friends of fans who have   (Friends of your...
Social Gestures/Frictionless Sharing
Facebook Connect
Facebook• Facebook Insights• Facebook „Offers‟• Optimize your profile• Facebook advertising• Consider Edge Rank & Open Gra...
PHOTO SHARING
Use Pinterest to Visually                Highlight Products & ServicesSource: Modea
Top 10 Categories on Pinterest    10 Most Popular Board Names        1. Home (17.2%)                   1. For the Home (3....
Best Time to PinSource: Pinerly Study
Pin From Your Website &Add Links in Description
Showcase Your Properties &Include Prices
Introduce The Team Board
Create an Event Board
•   Cities  •   Neighborhoods  •   Dining Guide  •   Shopping  •   Nightlife  •   Events  •   Entertainment  •   Schools  ...
Video & CustomerTestimonial Board
Comments/Tagging/Hashtags
Pinterest Facebook App
Pinterest Contest
How It WorksRally together some of the industry‟s toppinners and trendsetters to collaborate onphotos and pins that will b...
User Insight &Competitive Intel
Instagram Account
Instagram Facebook App
Instagram Contest
Flickr Account
Post Event Eblast
Post text, photos, quotes, links,music, and videos from yourbrowser, phone, desktop, email orwherever you happen to be. Yo...
Memes
INFOGRAPHICS
eBooks
Photo Sharing•   Pinterest is the fastest growing site ever•   Pinterest delivers a ton of referral traffic•   Great for p...
VIDEO
YouTube Account
Video SEO
Playlists & Annotation Players
Videos Drive Traffic
YouTube Facebook App
Video• Keep it concise (2 min or less)• How-To videos, community videos, resident testimonials,  answer top questions, nei...
MICROBLOGGING
Create a Twitter Profile &Hashtag
Contests, Incentives &Provide Value
Twitter Party/Twitter Chat
Socially EnabledDigital Outdoor
Linky Party
“Upcycling is the                                     process of converting                                      waste mat...
Upcycling
Microblogging• Blogger outreach• Make tweet less than 120 characters for the RT• Use hashtags• Use @Replies• Include URL i...
GOOGLE+
Google+ Account
Google+ Hangout
Exclusive Content
Google+• Social Signals are the new links. Add the Google +1  button to your site• Create your Plus page, link to your sit...
MOBILE
The Process of designing and      developing websites that are able      to react to user’s actions and      detect the me...
There are 6 Billion                              mobile subscribers                              worldwide & over         ...
Google earns                              2.5 Billion in                              mobile ad                           ...
Mobile searcheshave quadrupledin the last year.    Mobile Searches             Source: Digitalbuzzblog.com
Create & claim yourapartment & allow residents                                  Location-Basedto “check-in”. Provide a    ...
Augmented RealityPhoto: agbeat.com
Augmented Reality
AR Virtual Experiences
Mobile•   Keep mobile in mind•   Prepare your websites & optimize for search & social•   Experiment with QR codes & Augmen...
IGNITION POINTS
Ignition Points1.   Start your search for your social media ambassador.2.   Decide on the themes for your content, create ...
Follow Me
Q&A
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry
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Leveraging Social Media Marketing Trends in the Apartment Industry

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Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.

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  • Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
  • Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
  • Paid Media: Involves purchasing media which is important and needed in key periods to drive more engagement. Owned media: Is where a brand controls the media channel like a website or social media channel. This makes you more portable. Earned Media:  "Earned media" is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However, this has really evolved to more of permanent word- of –mouth that is being created through social media. There is no money being exchanged but it isn't free. You are paying in time.
  • Social media signals show extremely high correlation and associate with good rankings in Google. The correlation coefficient is displayed on the x-axis. Greater values along the x-axis (e.g. Facebook Shares) have a positive correlation (the more, the better) while lower values (Title Character Length) have a negative correlation. Therefore, we can say that the largest correlation occurs between Facebook Shares and the lowest between the Position of Title Keywords.
  • A study found that Google + 1’s had a significant result of 0.41 which allows us to assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed
  • Increase sharing and site trafficBoost visitor engagementGive users a personal experience
  • You have to start paying for content and find a way to make yourself an authority, to make a rockstar out of one of your writers, or suck it up and hire someone who already is a rockstar and get them to write for your site. In today’s Web economy, the actual writer matters for ranking and it matters for links. It comes down to great content and relationships. Just like in the offline world. With a verified email: If you have an email address on the same domain as your content, you can go to plus.google.com/authorship to verify it. Using the form on that page will add your email address to the Work section of your profile, which by default is viewable only by your circles. You can keep your email private if you wish. It will also add a public link to the domain of the email address to the Contributor to section of your profile.Without a verified email: If can’t verify an email address on the same domain (say if you’re a contributor to the Huffington Post but don’t have a Huffington Post email address) you can still link your content to your Google+. In these circumstances, you’ll want to do it from your Author page on that site. Just link to your Google+ page in the bio area and Google will be able to pick that up. You can do it directly from the content, itself, but you don’t have to. You’ll also want to add the rel=me tag.
  • People make decisions based on the trust of their friends. Facebook has created a social layer that exposes those relationships that have always been there, between people's real friends. Because those relationships are visible, think of all these dots with lines connecting them. This created an advertising system that sits on top of that and allows you to inject your content. Now let's say your content is testimonials, specials, videos, whatever kinds of content might be interesting. Identify who your best customers are; not people who could be customers, but people who already love you. Amplify what you already have that's great. That's what Facebook is; it's a word of mouth amplifier.
  • Amplify your organic content and positive fan behavior via Sponsored Stories. Beating Google 3:1, highly relevant content and you enlists friend’s recommendations.
  • Create a pinboard that features the bestphotos and video footage of the annualevent you host to help you generate buzzand promote the next one. You can create a “Behind TheScenes” board that features a lot of picturesfrom events that we have hosted.
  • For its 2013 catalog teaser, IKEA has unveiled that they will be adopting augmented reality in their future catalogs to add a layer of information and interactivity through mobile. When the page is scanned, it will bring up extra content, like customization options or pictures of the furniture in use.
  • The Starbucksaugmented reality campaign “Cup Magic app” allowed you to send and receive virtual Valentine messages.
  • Released Valentine’s Day-themed cups that contain virtual experiences that can be unlocked through the use of a smart phone.
  • Leveraging Social Media Marketing Trends in the Apartment Industry

    1. 1. LeveragingSocial Media Marketing Trends Erica Campbell Director of Social Media For Rent Media Solutions & Homes.com @ericacampbell
    2. 2. Agenda• Social Media Landscape• Strategy• Social Media Marketing Trends – Social Signals – Facebook – Photo Sharing – Video – Microblogging – Google+ – Mobile• Ignition Points
    3. 3. SOCIAL MEDIALANDSCAPE
    4. 4. 52 percent of a brand‟s reputation can be attributed to how social it is online, according to global executives in a recent study.Source: Weber Shandwick &Forbes Insights 2011 Flickr: Creative Commons Mavis
    5. 5. On Average, Facebook fans spend an extra $72 on products & are 41% more likely to recommend products vs. non-fans.Source: Knowledge Networks Flickr: Creative Commons Owenbrown
    6. 6. The mobile PC category is poised tosoar from 347 million units in 2012 tomore than 809 million by 2017 Touch ComputingPhoto: agbeat.com, Source: NPD DisplaySearch
    7. 7. 1 billion monthly active users & more than 604 million mobile monthly active users as of October 2012.Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com
    8. 8. Social Media Is Becoming More Influential At EachPhase Of The Connected World
    9. 9. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
    10. 10. Consumers are Engaged inSocial Commerce on Facebook Facebook Users in US 1 Billion Shared Product 35 Million (1 out of 4) 25% Asked for Recommendation 19% 26 Million (1 out of 5) 16% Driven to Purchase 22 Million (1 out of 6) Source: Social Commerce IQ
    11. 11. Pinterest Stats
    12. 12. Pinterest Audience
    13. 13. Two Giant Sources of Traffic
    14. 14. Changing HowConsumers Gather Information
    15. 15. STRATEGY
    16. 16. Product Development Marketing Online Presence • Lead Generation • Feedback • Message Reach • Ratings & Reviews • Early Warning • Brand Reputation • Communities • New Product Ideation • Rich Media • Customer Stories • Influence Sales Customer Service HR/Legal• Leads & Referrals • Listening • Recruitment• Collaboration • Retention • Overall Counsel• Thought Leadership • OutreachA tool to be leveragedacross the fabric of the Get Organizedcompany: differentfunctions, uses and values
    17. 17. • Increase brand awareness, reach & retention• Increase website traffic• Humanize your voice• Recruiting & hiring• Provide thought leadership & credibility• Effectively market promotions, specials & events• Manage your online reputation• Improve search engine rankings• Establish partnerships• Build additional value Define Objectives & Goals
    18. 18. • Passion• Social media savvy• Enthusiasm• Good communicator & writer• Knowledge of brand touch points• Good technical skills with computers and online applications• Willingness to take on the time commitment required Recruit Superfans
    19. 19. • 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 want your customer experience to feel like?• Identify types of contentDevelop a Content Strategy &Choose Your Social Identity
    20. 20. Develop a Content Calendar
    21. 21. “A social media policy shouldnot only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
    22. 22. Fuel growth & visibility Spark & join conversations Enlist community of fansEstablish authentic presence How To Get Started
    23. 23. SOCIAL SIGNALS
    24. 24. 2009
    25. 25. 2011
    26. 26. 2012
    27. 27. POEMSource: http://www.onetoomanymornings.co.uk
    28. 28. Google SearchRanking Factors
    29. 29. • Followers/Likes/Check-ins/Google+/Shares• Mentions• Frequency• Topic/Relevancy• Reputation/Authority/Influence Social Signal• Engagement (Klout) Ranking Factors• Length of time online
    30. 30. •Recruit Residents •Get a Vanity URL www.facebook.com/username • On Your Website • In Your Emails • In Your Office • Email Signatures • Brochures/Print • Door Hangers Polish & Promote Your Pages/Profileshttp://developers.facebook.com/docs/plugins/
    31. 31. Google Author Tag &Google+ Circles
    32. 32. Social Extensions (ConnectGoogle+ to Ad Words)
    33. 33. Reviews & Ratings
    34. 34. Social Signals• Optimize all of your social profiles• Increase „Likes‟, Shares & Comments• Associate with people that will share your message• Have a keyword focus (without stuffing)• Keep tabs on your online reputation management• Promote your pages & profiles Social Signals Tips
    35. 35. FACEBOOK
    36. 36. Use Creative Cover Photos
    37. 37. Use Milestonesfor Storytelling
    38. 38. Create Photo Albums
    39. 39. Fan Acquisition
    40. 40. ‘Like’ Sweepstakes Contest
    41. 41. Timing of Posts
    42. 42. Timing of Posts
    43. 43. Encourage Interaction
    44. 44. Encourage Interaction
    45. 45. Visually CompellingPosts Win
    46. 46. Give FansExclusive Content
    47. 47. @ Tag Businesses Partnership Marketing: DesignConcierge Services & Green Partners Deliver Value
    48. 48. Fill-in-the-blank postsgenerate about 90%more engagementthan the average post. Fill-In-The-Blank Posts Source: Facebook
    49. 49. Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
    50. 50. ‘Pin’ a Post
    51. 51. Star Stories
    52. 52. Create an Event
    53. 53. Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user‟s emailor mobile device. Offer Post
    54. 54. Facebook Chat
    55. 55. Facebook Advertising SystemSource: BlitzMetrics.com
    56. 56. Page Post Story (Your „Likes‟) & Page Likes Page Post Like (Friends of fans who have (Friends of your fans) liked your posts) Sponsored Story AdsAmplify your organic contentand positive fan behavior. Source: BlitzMetrics.com
    57. 57. Social Gestures/Frictionless Sharing
    58. 58. Facebook Connect
    59. 59. Facebook• Facebook Insights• Facebook „Offers‟• Optimize your profile• Facebook advertising• Consider Edge Rank & Open Graph factors for Facebook‟s algorithm• Run contests• Include photos• Create „Events‟ Facebook Tips
    60. 60. PHOTO SHARING
    61. 61. Use Pinterest to Visually Highlight Products & ServicesSource: Modea
    62. 62. Top 10 Categories on Pinterest 10 Most Popular Board Names 1. Home (17.2%) 1. For the Home (3.15%) 2. Arts and Crafts (12.4%) 2. My Style (1.97%) 3. Style/Fashion (11.7%) 3. Products I Love (1.86%) 4. Food (10.5%) 5. Inspiration/Education (9.0%) 4. Books Worth Reading (1.68%) 6. Holidays/Seasonal (3.9%) 5. Food (1.23%) 7. Humor (2.1%) 6. Favorite Places & Spaces (1.00%) 8. Products (2.1%) 7. Recipes (0.75%) 9. Travel (1.9%) 8. Craft Ideas (0.74%) 10. Kids (1.8%) 9. Christmas (0.72%) 10. Crafts (0.65%) Pinterest Categories & Board NamesSource: RJ Metrics
    63. 63. Best Time to PinSource: Pinerly Study
    64. 64. Pin From Your Website &Add Links in Description
    65. 65. Showcase Your Properties &Include Prices
    66. 66. Introduce The Team Board
    67. 67. Create an Event Board
    68. 68. • Cities • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Beauty/Spas • Professional ServicesPosition Yourself as aLocal Expert
    69. 69. Video & CustomerTestimonial Board
    70. 70. Comments/Tagging/Hashtags
    71. 71. Pinterest Facebook App
    72. 72. Pinterest Contest
    73. 73. How It WorksRally together some of the industry‟s toppinners and trendsetters to collaborate onphotos and pins that will be an inspirationto your followers.Engage Your FansEncourage your fans to follow your PinningParty board and have them repin 10 oftheir favorite images to their own boardtitled the same as your board. Ask them toadd a link to your Pinterest board in acomment on your blog. Pinning Party
    74. 74. User Insight &Competitive Intel
    75. 75. Instagram Account
    76. 76. Instagram Facebook App
    77. 77. Instagram Contest
    78. 78. Flickr Account
    79. 79. Post Event Eblast
    80. 80. Post text, photos, quotes, links,music, and videos from yourbrowser, phone, desktop, email orwherever you happen to be. Youcan customize everything, from Tumblr Accountcolors to your themes HTML.
    81. 81. Memes
    82. 82. INFOGRAPHICS
    83. 83. eBooks
    84. 84. Photo Sharing• Pinterest is the fastest growing site ever• Pinterest delivers a ton of referral traffic• Great for property shots• Phonto app to add branding• Run a photo contest• Regular engagement with audience• Create local expert Pinterest boards• Use hashtags• PinAlerts, Pinreach, Pinpuff, Pinerly, Repinly Photo Sharing Tips
    85. 85. VIDEO
    86. 86. YouTube Account
    87. 87. Video SEO
    88. 88. Playlists & Annotation Players
    89. 89. Videos Drive Traffic
    90. 90. YouTube Facebook App
    91. 91. Video• Keep it concise (2 min or less)• How-To videos, community videos, resident testimonials, answer top questions, neighborhood videos• Create playlists• Create community• Optimize: titles, descriptions, keywords, tags• YouTube Analytics (demographics, audience retention, traffic sources, playback locations)• Link to AdSense for monetization Video Tips
    92. 92. MICROBLOGGING
    93. 93. Create a Twitter Profile &Hashtag
    94. 94. Contests, Incentives &Provide Value
    95. 95. Twitter Party/Twitter Chat
    96. 96. Socially EnabledDigital Outdoor
    97. 97. Linky Party
    98. 98. “Upcycling is the process of converting waste materials or useless products into new materials or products of better quality or a higher environmental value.” ~ Wikipedia UpcyclingPhoto: http://www.alittletipsy.com
    99. 99. Upcycling
    100. 100. Microblogging• Blogger outreach• Make tweet less than 120 characters for the RT• Use hashtags• Use @Replies• Include URL in the first 25% of the tweet to get more RT‟s• Bring old content back to life• Wefollow.com – top tags and people• Twellow – top Twitter users by city• Tweriod – gives you the best times to tweet• Pitchengine.com – create better content to share via social networks, search engines and mobile devices• Bitly/Tinyurl – Shorten & track URLs Microblogging Tips
    101. 101. GOOGLE+
    102. 102. Google+ Account
    103. 103. Google+ Hangout
    104. 104. Exclusive Content
    105. 105. Google+• Social Signals are the new links. Add the Google +1 button to your site• Create your Plus page, link to your site• Add important people to circles• Optimize your Circle names• Create how-to content• Recycle existing content• Connect your HOA to your YouTube Account• Tag people & other brands• Use hashtags Google+ Tips
    106. 106. MOBILE
    107. 107. The Process of designing and developing websites that are able to react to user’s actions and detect the medium where the site is currently being watched in order to provide the best experience possible to the user in terms of Responsive Web Design navigability and readability.Photo: webdesignshock.com
    108. 108. There are 6 Billion mobile subscribers worldwide & over 1.2 Billion people accessing the web from their mobile devices. Mobile UsersSource: Digitalbuzzblog.com
    109. 109. Google earns 2.5 Billion in mobile ad revenue annually. Mobile RevenueSource: Digitalbuzzblog.com
    110. 110. Mobile searcheshave quadrupledin the last year. Mobile Searches Source: Digitalbuzzblog.com
    111. 111. Create & claim yourapartment & allow residents Location-Basedto “check-in”. Provide a Social Networksrotating set of special offers.
    112. 112. Augmented RealityPhoto: agbeat.com
    113. 113. Augmented Reality
    114. 114. AR Virtual Experiences
    115. 115. Mobile• Keep mobile in mind• Prepare your websites & optimize for search & social• Experiment with QR codes & Augmented Reality• Mobile loyalty programs• Engage consumers with texting• Run contests Mobile Recap
    116. 116. IGNITION POINTS
    117. 117. Ignition Points1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & make the promise to post.3. Combine social media with traditional marketing & promotions.4. Create a cohesive branded look for all social profile skins.5. Create some videos & upload photos.6. Promote events, specials & promotions on social media networks.7. Select a unique hashtag.8. Launch a contest.
    118. 118. Follow Me
    119. 119. Q&A

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