Pinterest and Instagram for Business

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Social media accounts for twenty-seven percent of all time spent online, so to say that they are an effective marketing resource would be an understatement. Furthermore, pictures obtain far more interaction than posts with simple text. The combination of these two resources make Pinterest and Instagram valuable assets to multifamily professionals to connect with consumers. Erica Campbell Byrum, real estate social media expert, explains the best practices of using these social sites for growing your real estate business.

This presentation was given at the Apartment Internet Marketing Conference (#AIMConf) on May 5th by Erica Campbell Byrum, Director of Social Media for Homes.com & ForRent.com.

Published in: Real Estate, Technology, Business

Pinterest and Instagram for Business

  1. 1. Pinterest & Instagram for Business Erica Campbell Byrum, Director of Social Media, ForRent.com & Homes.com
  2. 2. CREATIVE WAYS TO VISUALLY 10 TELL YOUR STORY
  3. 3. THE PIN CYCLE How a pin meets new people
  4. 4. Sources: Nielsen, Nirogram, Experian, and Emarketer
  5. 5. Sold within 6 days of being on Pinterest!!
  6. 6. 1. COMMUNITY INVOLVEMENT People will jump behind a cause before they support a brand.
  7. 7. 2. CREATE A SENSE OF FAMILY
  8. 8. 3. LIFESTYLE IMPROVEMENT
  9. 9. 4. BEHIND THE SCENES
  10. 10. 5. CUSTOMERS’ FAVORITE THINGS
  11. 11. 6. LOCAL
  12. 12. • Seasonal Boards • Home Décor • Recipes • DIY Projects • Moving Tips • Small Spaces • Organization • Going Green • Gift Ideas • Pets 7. APARTMENT LIFE TIPS
  13. 13. 8. RESIDENT EVENTS
  14. 14. 9. MARKETING/LEASING IDEAS
  15. 15. 10. MODEL STAGING IDEAS
  16. 16. THINKING OUT OF THE BOX
  17. 17. Source: Pinerly Study
  18. 18. VERIFY YOUR WEBSITE
  19. 19. PINTEREST ANALYTICS Track how many people are Pinning from your website, seeing your Pins, and clicking your content
  20. 20. ADD THE PIN IT BUTTON
  21. 21. PRODUCT PINS Includes real time pricing, availability & Pinners also get notifications when product Pins they’ve added drop in price
  22. 22. PLACE PINS Include a map, address, & phone number
  23. 23. GUIDED SEARCH
  24. 24. TOP PINNED PRODUCTS Showcase popular Pins right on your site
  25. 25. TAP INTO TOP INFLUENCERS
  26. 26. INFOGRAPHICS
  27. 27. UPGRADE YOUR PAST POSTS BEFORE AFTERAdd CTAs
  28. 28. If you could have the room of your dreams, what would it be? How would it look? How would it feel? • 1 winner • 10 items selected to purchase for 10 lucky participants from their “Décor by Me” Pinterest Boards.
  29. 29. PINTEREST TIPS • Pinterest is for engaging & creating the ideal lifestyle • Evoke ‘Pinspiration’with your pins • Pin it & they will come • Pin images with minimal text – unless it’s an intentional copy heavy message (ex: ecards or quotes) • Add the Pin It button to your site & blog • Use the Top PinsAPI to showcase popular Pins right on your site • Create pins around seasonal events & holidays to attract Pinners looking for specific content • Use words like: apartment, apartment in {city}, perfect space, for the home, home décor • Include hashtags for search • Use analytics to track what’s popular
  30. 30. PINTEREST TIPS Download the FREE Homes.com Pinterest White Paper bit.ly/HDCPinterestWhitePaper
  31. 31. CREATIVE WAYS TO VISUALLY 10 TELL YOUR STORY
  32. 32. Source: Instagram
  33. 33. BEFORE AFTER
  34. 34. Source: Instagram, Nielsen, Nirogram, Experian, and Emarketer
  35. 35. 1. CROSS PROMOTE Increase follower growth by cross- promoting to other social accounts
  36. 36. 1. CROSS PROMOTE
  37. 37. 2. FLOORPLANS & SPECIALS
  38. 38. 3. EVENTS & PERKS
  39. 39. 3. EVENTS & PERKS
  40. 40. 4. LIFESTYLE Emulate other Instagram users posting about your category
  41. 41. 4. LIFESTYLE People love food & animals
  42. 42. 4. LIFESTYLE Don’t forget video
  43. 43. 5. HAPPY RESIDENTS
  44. 44. 6. BEHIND THE SCENES
  45. 45. 7. CREATE A SENSE OF FAMILY
  46. 46. 8. FEATURES & AMENITIES
  47. 47. 9. SNEAK PEEK
  48. 48. 10. LOCAL Position yourself as the local expert
  49. 49. THINKING OUT OF THE BOX
  50. 50. ADD RELEVANT HASHTAGS Source: Piqora
  51. 51. ADD RELEVANT HASHTAGS Source: Piqora
  52. 52. See what hashtags & content are trending
  53. 53. HOST AN INSTAMEET EVENT Image: Brian Anthony Hernandez/Mashable
  54. 54. HOST AN INSTAMEET EVENT • Go to meetup.com/Instagram & find an InstaMeet meeting going on in your city or start your own • Meet at a bar, park or at your property to network, discuss your favorite filters & photo techniques • Snap photos of your property through an organized Photowalk • Organize a photo scavenger hunt throughout the city or property
  55. 55. ICONOSQUARE
  56. 56. Instagram analytics
  57. 57. INSTAGRAM FEED Allows you to showcase Instagram content on your website
  58. 58. Centralize your social media & blogs
  59. 59. CONTESTS Crowdsource content from employees & residents
  60. 60. CROWDSOURCE ADS Repurpose consumer generated contest photos for Facebook Ads
  61. 61. INFOGRAPHICS Break down the Infographics into smaller parts
  62. 62. SPONSORED ADS Coming soon!
  63. 63. PHOTO EDITING APPS • Piktochart (Infographics) • PicMonkey (Text) • Picframe (Multiple photos) • Phonto (Text) • Flipagram (Photo videos) • Rhonna Designs (Text/Designs)
  64. 64. INSTAGRAM TIPS • Start sharing photos of floor plans & models • Use filters & minimal text in images • Add an Instagram button on website • Take close-up shots of key features & amenities • Increase follower growth by cross-promoting to other social accounts • Use collages cautiously – images should not be too small where they are difficult to see • Crowdsource photos through contests • Use Iconosquare to track metrics • Use hashtags in comments – #YourBrand#Apartments#Apartment #ApartmentDecor#Home
  65. 65. bitly.com/EricaCampbellByrum @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum Erica Byrum Director of Social Media ForRent.com & Homes.com
  66. 66. Questions

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