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Social Media & Digital Marketing: What You Need to Know to Stay Ahead of Your Competition


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.

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Social Media & Digital Marketing: What You Need to Know to Stay Ahead of Your Competition

  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 4. EMPLOYEE & FAN ADVOCACY
  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. 100 Million 500 Million 300hours of video uploaded every minute 6 Billionhours of video watched every month Source: Digital Insights, February, 2016 NUMBER OF USERS more than ON YOUTUBE 1.6 Billion 320 Million
  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. 2014 9.4% 13.2% 21.4% 2015 2020 SOURCE: DUKE UNIVERSITY CMO SURVEY CHIEF MARKETING OFFICER’S SPEND ON SOCIAL MEDIA
  7. 7. 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 raking 8. Find out what your competitors are doing 9. Share content faster and easier 10. Build relationships SOCIAL MEDIA BENEFITS
  8. 8. Sound Bite Generation
  9. 9. THE ROI OF SOCIAL MEDIA IS THAT YOUR BUSINESS WILL STILL EXIST IN 5 YEARS. “ - ERIK QUALMAN , AUTHOR OF SOCIALNOMICS
  10. 10. SOCIAL MEDIA TRENDS 4
  11. 11. 1. REPUTATION MATTERS
  12. 12. REPUTATION IS AN ASSET & MUST BE MANAGED LIKE OTHER ASSETS.
  13. 13. 92% OF INTERNET USERS READ REVIEWS AND 89% OF PEOPLE SAY REVIEWS INFLUENCE THEIR PURCHASE DECISIONS. - E TAILING GROUP “ “
  14. 14. A DIFFERENCE OF ONE STAR IN THE AVERAGE RATING CAN LEAD TO A 5% - 9% DIFFERENCE IN REVENUES. - HARVARD BUSINESS REVIEW “ “
  15. 15. 40% 60% 25% 17% 17% 15% 75% 83% 83% 85% 2010 2011 2012 2013 2014 Before Entering a Store In-Store BUYING DECISIONS ARE MADE ONLINE! Source: Nielson
  16. 16. We check our phones 150 times a day Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report
  17. 17. Source: Google MICRO-MOMENTS
  18. 18. 1. ESTABLISH AN IDENTITY
  19. 19. WHAT YOU SAY ABOUT YOURSELF! DIGITAL FOOTPRINT
  20. 20. WHAT OTHERS SAY ABOUT YOU! DIGITAL SHADOW
  21. 21. 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.
  22. 22. VIRTUAL DOORWAY IS ON THE WEB
  23. 23. VIRTUAL DOORWAY IS ON SOCIAL MEDIA
  24. 24. ONE OF THE BIGGEST ISSUES BUSINESSES FACE! BEING FOUND
  25. 25. GOOGLE REVIEWS
  26. 26. GOOGLE “SNACK PACK” RESULTS “SNACK PACK” STANDARD
  27. 27. KNOWLEDGE GRAPH
  28. 28. GOOGLE+ CONSISTENT BUSINESS LISTING DATA A SOCIAL MEDIA PRESENCE GOOGLE REVIEWS 1 2 3 4 THE 4 THINGS EVERY PROPERTY NEEDS TO IMPACT LOCAL SEARCH:
  29. 29. GOOGLE+1
  30. 30. GOOGLE REVIEWS2
  31. 31. 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
  32. 32. A SOCIAL MEDIA PRESENCE 4
  33. 33. OPTIMIZE LISTINGS
  34. 34. SEO-RICH DESCRIPTION, LINK, PHONE NUMBER, & OFFICE HOURS
  35. 35. PHOTO/TEXT URL SEO-RICH DESCRIPTION CATCHY TITLE ATTRIBUTION
  36. 36. SEO-RICH DESCRIPTION & LINK LINKS
  37. 37. 2. MANAGE REVIEWS
  38. 38. SEARCH ON TOP REVIEW SITES
  39. 39. SEARCH YOUR COMPETITOR’S REVIEWS THIS IS A GIFT!
  40. 40. THE 3 TYPES OF REVIEWS 2. NEGATIVE REVIEWS 3. HEALTHY, UNMANAGED REVIEWS 1. NO REVIEWS / NO RECENT REVIEWS
  41. 41. 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.
  42. 42. ASK FOR REVIEWS During the Lease-Signing Process Renewal Office Visit Work Order /Call Back Move Out
  43. 43. GOOGLE AD EXTENSION THE BENEFIT TO REVIEWS IS YOU GET TO USE THEM IN GOOGLE ADWORDS
  44. 44. 3. IMPROVE ENGAGEMENT
  45. 45. CUSTOMER SERVICE GENERATING LEADS BUILDING FANS SUCCESSFUL SOCIAL MARKETING
  46. 46. 2. CREATING YOUTILITY
  47. 47. BEING A GREAT MARKETER IS HARDER THAN EVER Source: Jay Baer
  48. 48. 3 REASONS WHY… Source: Jay Baer
  49. 49. 1. CONSUMER BEHAVIOR CHANGE Source: Jay Baer
  50. 50. Source: Jay Baer 0 37.5 75 112.5 150 DAILY TIME SPENT, IN MINUTES 147 Smartphone 108 Computer 113 TV 50 Tablet
  51. 51. 2. REAL-TIME REPUTATION Source: Jay Baer
  52. 52. Source: Jay Baer
  53. 53. Source: Jay Baer
  54. 54. 74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “
  55. 55. 3. ENORMOUS COMPETITION FOR ATTENTION Source: Jay Baer
  56. 56. YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE Source: Jay Baer
  57. 57. WHAT SHOULD YOU DO NOW? Source: Jay Baer
  58. 58. STOP TRYING TO BE AMAZING, AND START BEING USEFUL Source: Jay Baer
  59. 59. in new leases! $150,000
  60. 60. THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE. - @JAYBAER
  61. 61. YOUTILITY
  62. 62. YOUTILITY SO USEFUL, PEOPLE WOULD PAY “ ” IS MARKETING YOU FOR IT.
  63. 63. CREATE CONTENT THAT PEOPLE INCENTIVE TO SHARE. WILL HAVE AN
  64. 64. #1 REAL ESTATE BOOK ON AMAZON ONLY $2.99
  65. 65. 3. VISUAL CONTENT EXPLODES
  66. 66. — @garyvee
  67. 67. Not just for selfies & recipes!
  68. 68. WHY IS VISUAL CONTENT IMPORTANT?
  69. 69. 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
  70. 70. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
  71. 71. POSTS WITH ATTRACT 3X MORE INBOUND LINKS THAN PLAIN TEXT POSTS. Source: SEOmoz VIDEOS
  72. 72. VISUAL CONTENT IS SOCIAL MEDIA-READY. IT’S EASILY SHAREABLE AND EASILY PALATABLE. Source: Wishpond.com
  73. 73. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.
  74. 74. A VISUAL DISCOVERY TOOL (GUIDE TO LIFE)
  75. 75. 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
  76. 76. CHECKLISTS & INFOGRAPHICS 24.3KSOCIAL ENGAGEMENTS 4,697UNIQUE VISITORS 6,502 PAGE VIEWS
  77. 77. GET VERIFIED ON PINTEREST
  78. 78. PINTEREST ANALYTICS Track how many people are pinning from your website, seeing your pins, and clicking your content.
  79. 79. PIN WIDGET Embed bigger pins on your site.
  80. 80. PINTEREST PROMOTED PINS
  81. 81. A SIMPLE WAY TO VISUALLY TELL YOUR STORY
  82. 82. 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
  83. 83. HASHTAG
  84. 84. RUN AN INSTAGRAM CONTEST
  85. 85. INSTAGRAM TAKEOVERS
  86. 86. INSTAGRAM ADS
  87. 87. •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
  88. 88. •Posts with 80 characters or less get 66% more engagement •Pair text with a powerful image LESS IS MORE
  89. 89. RECIPES ~ PETS ~ DECOR
  90. 90. INCLUDE HYPER-LOCAL CONTENT
  91. 91. Prepare for especially busy days by scheduling your Facebook updates in advance. SCHEDULE YOUR POSTS
  92. 92. INTEGRATE INSTAGRAM
  93. 93. FACEBOOK ADS
  94. 94. CASE STUDY LEASES IN 1 DAY! 6
  95. 95. CASE STUDY LEASES! 2
  96. 96. CASE STUDY
  97. 97. 140 CHARACTERS OR LESS
  98. 98. Sources: Bain & Company TWEETS THAT INCLUDE RECEIVE 2X MORE ENGAGEMENT THAN THOSE WITHOUT. 1-2 HASHTAGS
  99. 99. Sources: Linchpin SEO TWEETS WITH LINKS RECEIVE RETWEET RATES THAN TWEETS WITHOUT LINKS AND 86% HIGHER OF USERS’ ENGAGEMENT WITH BRAND’S TWEETS ARE LINK CLICKS. 92%
  100. 100. INFOGRAPHICS
  101. 101. Source: Adobe SiteCatalyst WALKING DEAD ALIGN WITH A TV EVENT 3.1KSOCIAL ENGAGEMENTS 6,888UNIQUE VISITORS 10,296 PAGE VIEWS
  102. 102. CANVA
  103. 103. PHONTO RHONNA DESIGNS PIC FRAME FLIPAGRAMPICMONKEY INFOGR.AMCANVA PICTOCHART FREE & LOW-COST EDITING & DESIGN TOOLS
  104. 104. Visual content should not sell your apartment. It should sell an experience around your product.
  105. 105. LIVE VIDEO
  106. 106. 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
  107. 107. PEOPLE WANT TO SHARE REAL MOMENTS, NOT PERFECT MOMENTS.
  108. 108. »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?
  109. 109. 40yearsof live streamed footage is watched every day by 10 million Periscope users Periscope, August 2015
  110. 110. PERISCOPE
  111. 111. • #1 in the App Store. • 400 million snaps per day. • Stories last 24 hours & 10 second snap limit. • Video/audio calling & chat messaging. Snapchat
  112. 112. Casey Van Zant blah blah LIVE
  113. 113. FACEBOOK 360
  114. 114. FACEBOOK 360
  115. 115. Source: Raj Qsar HYPERLAPSE
  116. 116. BOOMERANG (GIF-LIKE APP)
  117. 117. BOOMERANG (GIF-LIKE APP)
  118. 118. INSTAGRAM STORIES
  119. 119. 4. EMPLOYEE & FAN ADVOCACY
  120. 120. WHAT IS EMPLOYEE ADVOCACY? Brands empowering employees to support the goals of the brand through employee-owned social media. Employees use the social media accounts that they own personally, such as the employee’s personal Twitter account of Facebook account. “ ”- Chris Boudreaux, Social Media Governance
  121. 121. WHY IT’S IMPORTANT Your employees have a vested interest in your company’s success. They will be your most committed and enthusiastic ambassadors. Providing them the opportunity and support to be visible spokespeople on behalf of your brand drives employee engagement, inspires collaboration and improves customer experiences. “ ”- Susan Emerick, IBM
  122. 122. WHAT IS ONE OF THE BIGGEST CHALLENGES WE HAVE TODAY?
  123. 123. CONTENT
  124. 124. CONTENT IS KING
  125. 125. HOW DO WE SOLVE THIS CHALLENGE?
  126. 126. CONTESTS
  127. 127. CONTESTS IS KING
  128. 128. WHY SHOULD ANYONE CARE ABOUT CONTESTS?
  129. 129. CONTESTS CONTENT=
  130. 130. CONTENT - A -THON 255 STATUS UPDATES 30+ BLOG TOPIC IDEAS
  131. 131. The Power of Pinterest 2,202 PHOTOS RUN A CONTEST Crowdsource content from employees and residents.
  132. 132. DESUMMER FUN
  133. 133. 1,600+ PHOTOS
  134. 134. CONTESTSARE THE GIFT THAT KEEPS ON GIVING
  135. 135. CROWDSOURCED ADS
  136. 136. #ForRentLife
  137. 137. WIN WIN
  138. 138. YOURFANS BECOME YOUR... CONTENT CREATORS
  139. 139. NEARLY 9,000PHOTOS, 200+VIDEOS, 900PINTEREST BOARDS &THOUSANDSOF NEW CONTENT CONTRIBUTORS TO OUR BLOG
  140. 140. TRENDS 1. REPUTATION MATTERS 2. CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES 4. EMPLOYEE & FAN ADVOCACY
  141. 141. TAKEAWAYS
  142. 142. 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
  143. 143. @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum /EricaCampbellByrum

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  • SpencerWhetstone

    Aug. 24, 2016
  • wprasit

    Aug. 25, 2016
  • SaiyadGufranAhmed

    Jun. 30, 2020

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.

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