Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com

1. Integrating Social Media Into an Overall Marketing Plan
2. Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com /EricaCampbell @EricaCampbell
3. multifamily-social-media.com
6. Identify Audit Collaborate Brainstorm Distribute multifamily-social-media.com
7. 1 Identify Goals, Content Team & Audience
8. Set Your Goals 1. 2. 3. 4. 5. 6. Build trust and rapport with your audience Attract new prospects to your marketing system Explore prospect and resident pain Provide solutions and overcome objections Deepen loyalty with existing residents Build your reputation with search engines multifamily-social-media.com
9. Keep Your Strategy Simple • • • • Who is your audience? What are you going to say (that is useful)? Where will you say it? (channels, vehicles) How often? multifamily-social-media.com
10. Develop Personas – First Time Fran FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford. Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family. KEY TRAITS • • • • • Socializing singles Urban-dwellers Hip Cutting-edge culture Exercise enthusiasts • Financiallysensible • Risk takers • Internet-savvy • Digitally-literate • • • • Relies heavily on SN sites Risk takers Internet-savvy Progressive ENGAGEMENT INSIGHT With their fondness of social networks, the best way to engage this persona is with content that is promoted on social network sites (Twitter & Facebook). Content focusing on budgeting and first time renters would have a more significant impact with this persona.
11. Determine what questions your personas have at each stage of the buying process. Buying Cycle •Interested Prospects •New Residents •Returning Residents •Current Residents •Former Residents First Time Fran is concerned about having a limited budget. Source: Leftbrain DGA
12. Establish Your Content Team - Owner - Marketing VP - Marketing Mgr. - Regional Mgr. - Property Mgr. • • • • Editor Editing content Assigning projects Managing projects Maintaining voice/style • • • Approving and publishing content Giving feedback to contributors Facilitating team meetings • • • • Being creative Creating content Taking photos/making videos Participating in brainstorming Content Owners/SMEs - Internal - External Creative/Writing multifamily-social-media.com
15. Sample Workflow Source: Divvy HQ multifamily-social-media.com
16. 2 Conduct an Audit & Identify the Gaps in your Content
17. Conduct an Audit & Map Content Do you have budgetfriendly content for First Time Fran? Source: Leftbrain DGA
19. 3 Brainstorm Themes, Topics & Content Types
20. Themes, Topic & Alignment Content Themes: Beyond your business Topics: Specific titles or content ideas Content Types: eBooks, events, white papers, emails, etc. multifamily-social-media.com
21. Monthly/Quarterly Themes • Stay focused • Better story ideas • Engage with community multifamily-social-media.com
22. Month View multifamily-social-media.com
23. Layers of Written Content Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of-articles, resident events How-to articles, checklists, infographics multifamily-social-media.com
24. Selecting the Right Content Think about First Time Fran multifamily-social-media.com
25. Determine Content Types • • • • • • • • • Video (Shot-form: Instagram & Vine, Long-form: YouTube Images Podcast Email Whitepapers Articles/blog posts eBooks Facebook update, tweet, G+ post, pins Pay-Per-Click ads multifamily-social-media.com
26. 4 Managing the Editorial Calendar
27. Determine Your Publishing Schedule • What are you going to publish? • How often are you going to publish? • Who will be responsible for researching, writing, designing, approving, publishing, and sharing the content? multifamily-social-media.com
28. Frequency Sample • • • • • Social media updates = daily Website articles = 3 times per week eNewsletters = 2 times per month Video = 2 times per month PR/News releases = 1 time per month multifamily-social-media.com
29. Create Your Editorial Calendar • • • • Designate one person to manage it Simple is better and cleaner Easily shared + edited Accessible multifamily-social-media.com
30. Create a Social Posting Calendar multifamily-social-media.com
31. 5 Promoting & Distributing Your Content
32. Distribution Channels 1. 2. 3. 4. 5. 6. Organic Social Media Syndication Partners Local Publications Newsletter/Email Paid Social Media Paid Distribution Bloggers ILS multifamily-social-media.com
33. POE multifamily-social-media.com
34. Cross-Promote Socially multifamily-social-media.com
35. Identify Audit Collaborate Brainstorm Distribute multifamily-social-media.com
41. /EricaCampbell Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum

Editor's Notes

Integrating Social Media Into an Overall Marketing PlanSocial media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Erica Campbell Byrum Director of Social Media for Homes.com and ForRent.com as she examines the potential power of social media channels and shares how to achieve successful marketing results with Internet marketing components like social media.
Time: 30 Minutes
Create an App
Optimize your website for mobile
Use social to promote inbound marketing
Link all social profiles
Incorporate social icons/links to the brand website/blog
Incorporate social icons/links to all email marketing
Offer the ability to share/like via share buttons/widgets
Utilize social media for a virtual event
Utilize social media at live events
Promote Marketing events ( trade shows, seminars) via social
Create video content/infographics
Utilize Qr Codes (only if it makes sense for you, I do not suggest QR Codes on moving objects. Yes I have seen it done.)
Use social media engagement for market research
Use Facebook/Twitter (or other platform) touch points on advertising
Incorporate your brand image/personality in all social platforms used
Utilize Social for employee recruitment and retention
Utilize social for sales team communication/prospecting
Open up customer service channels through social media
Include a ‘Call to Action’ in all communication (spark an action), give them a reason to go to a social touchpoint
Considered to be the most social of beverages, wine takes the meal experience to a whole new level.
By creating connected contents, we create “liquid” content that moves fluidly between each content medium, with different flavors that work across the channels together.
Because today’s consumer triangulates daily between online and off-line content, you may water down the liquid content focusing only on one one tactic. Your brand’s opportunity is to serve synchronized content at multiple touch points, adding real value for your audience.
To make social media work, you need to have good content and understand your marketing and business goals. Then you can create content that serves those goals, instead of just giving your audience something to pass the time.
Your blog posts, email marketing, special reports, podcasts, advertising … all of it needs to fit into a larger picture.
Today, “content marketing” has taken over as reigning buzzphrase in marketing circles
Useless, promotional content
No consistency
Poorly managed resources
Missing posts
Missed opportunities
No measurement
No tools in place
Identify
Set your goals
Develop a strategy to know your audience
Establish your content team
Audit
Brainstorm
Create themes for each month or quarter
Brainstorm story ideas for each themes
Determine how you’re going to produce those story ideas
Collaborate
Designate one person to manage the editorial calendar
Determine your publishing frequency
Assign story ideas to content formats (white paper, video, Facebook post, pin)
Set your goals
3- The fact is, most enduring businesses thrive because they solve problems. When you understand your prospect’s problems, you understand how to help them, and you have the core of your marketing message. Strategic content dives into the problems your prospects are facing. What annoys them? What frightens them? Listen to the problems your market asks you about, and use those as a compass to guide your future content.
4- We talk about what fixes those annoying problems. Techniques, tips, tricks, methods, approaches. Is price a pain point? Write content showing that implementing your solutions saves money in the long run. Understand the objections that keep customers from buying, then think about creative ways to resolve those objections in content — often before the buyer ever gets to that sales page.
To help people relate to your personas, add images and give names to your buyer profiles. Assigning a name to the persona helps everyone on the team think of this buyer as a real person, not just a piece of business.
Define concerns
Before you develop an editorial calendar, you’ll need to understand who your target audience is, what their biggest concerns are and what types of content they want. You can do this by creating buyer personas, surveying your target audience to understand their needs, or asking your customer service team about the conversations they have with buyers. Once you understand your target audience, you can come up with content that helps to meet their needs and solve their challenges.
Audit content to determine what’s good/bad & answers the ?’s
Map the content available to the questions that content can answer
The first step in creating your content calendar is to understand the phases of your company’s sales cycle.
Identify key demographics in the timeline, such as new leads (the people seeing your online ads), interested prospects (the people who contact you for more info), new customers, returning customers, former customers, etc. These will be the categories to which you allocate topics.
Take time to learn as much about these different areas as you can.
After you’ve taken the three steps outlined above, start putting your content into place. Write the articles, make the videos, schedule the ad campaigns, and so on. Monitor the results of your efforts, and continually refine and adjust the type and schedule of content accordingly. For example, if you see prospects are responding especially well to your eNewsletter but less to your pay-per-click ads, focus more attention on newsletter content.
Getting your stories and headlines on other blogs or news sites across the web can build honest links to your site, indicating to Google that brands with authority trust a site’s content enough to publish it on their own.
Additionally, inviting influential writers and publishers to guest post on your site not only encourages traffic, but also boosts social signals when those influencers share your domain with their social media followers.
Identify
Set your goals
Audit
Brainstorm
Collaborate
Integrating content, SEO and social media into your marketing mix is now essential to delivering an exceptional experience and building a true brand.
At the end of the day, good social media is baked into good content.

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Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com

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Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com

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