2016 Social Media Trends for the Property Manager

1. ANSLEY SUDDERTH
Social Media Training & Communications
ForRent.com
@ansleyjo
PASSIONATE PEOPLE
INNOVATIVE SOLUTIONS
QUALITY RESULTS
2016 SOCIAL MEDIA TRENDS
FOR THE PROPERTY MANAGER

2. AGENDA
• INTRODUCTION
•TRENDS: 8 Trends to Execute Today!
•WRAP UP
•Q&A

3. A BIT ABOUT ME…

4. CAREER BACKGROUND

5. C’VILLE
TO
DMV
HRVA
TO
C’VILLE
ATL
TO
HRVA

7. SOCIAL MEDIA
TRENDS TO EXECUTE TODAY!
8

8. DIGITAL TRENDS
1. CREATING YOUTILITY
2. VISUAL MARKETING EXPLODES
3. GO MOBILE OR GO HOME
4. ADVOCACY
5. REAL-TIME MARKETING
6. CROSS FUNCTIONAL TEAM INTEGRATION
7. SOCIAL PLATFORM DIVERISTY
8. LIGHTS, CAMERA, MICRO-VIDEO

9. 1. CREATING YOUTILITY

10. BEING A GREAT
MARKETER IS
HARDER THAN EVER

11. 3 REASONS WHY…

12. CONSUMER BEHAVIOR
CHANGE
1

13. Source: Jay Baer
0
37.5
75
112.5
150
DAILY TIME SPENT , IN MINUTES
D
I
G
I
T
A
L
T
V
R
A
D
I
O
P
R
I
N
T

14. REAL-TIME
REPUTATION
Source: Jay Baer
2

15. Source: Jay Baer

16. Source: Jay Baer

17. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

18. REPUTATION MATTERS
43%
76%
66%
OF CONSUMERS ARE
LIKELY TO INTERACT
WITH A COMMUNITY
ON SOCIAL MEDIA.
USE RATINGS & REVIEWS TO
EVALUATE A COMMUNITY.
USE MOBILE TO
READ REVIEWS.
Source: For Rent Media Solutions™
Apartment Searching White Paper, August 2015.

19. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer
3

24. Source: Jay Baer
YOU ARE
COMPETING
AGAINST THE
PEOPLE
WE ACTUALLY
LOVE

25. Source: Jay Baer
WHAT
SHOULD YOU
DO NOW?

26. STOP TRYING TO
BE AMAZING,
AND START
BEING USEFUL
Source: Jay Baer

29. IN NEW LEASES
$150,000

30. THE DIFFERENCE
BETWEEN HELP AND
HYPE IS JUST TWO
LETTERS, BUT THEY
MAKE ALL THE
DIFFERENCE.
- @JAYBAER

33. •Inform, don’t spam!
•Keep it simple!
•Speak human!

38. EVERY BRAND
IS HUMAN,
AND EVERY
HUMAN IS A
BRAND

41. •OVEREDUCATE
•GIVE AWAY FREE INFO
•SPEAK HUMAN

42. CREATE CONTENT
THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN

43. Online relationships
ARE the new currency.
- Ted Rubin
“
”

44. YOUTILITY

45. CREATE YOUTILITY THROUGHOUT
THE FUNNEL
Source: Jay Baer
— @JAYBAER

46. 2. VISUAL MARKETING EXPLODES

49. VISUAL CONTENT EXPLODES
80%
STATE THAT PHOTOS SERVE AS
A MAIN RESOURCE.
USE THEIR MOBILE DEVICE TO
VIEW FLOOR PLAN IMAGES.
82%
Source: For Rent Media Solutions™
Apartment Searching White Paper, August 2015.

51. Not just for selfies & recipes!

52. WHY IS VISUAL
CONTENT IMPORTANT?

54. OF INFORMATION TRANSMITTED
TO THE BRAIN IS VISUAL, AND
VISUALS ARE PROCESSED
FASTER IN THE BRAIN THAN TEXT.
90%
60,000X
Sources: 3M Corporation and Zabisco

55. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

56. POSTS WITH
ATTRACT 3X MORE
INBOUND LINKS THAN PLAIN TEXT POSTS.
Source: SEOmoz
VIDEOS

57. VISUAL CONTENT IS
SOCIAL MEDIA-READY.
IT’S EASILY SHAREABLE AND
EASILY PALATABLE.
Source: Wishpond.com

58. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

61. 1. Meet The Team
2. Floor Plans
3. Resident Events
4. Customer Reviews
5. Lifestyle Content
6. Local
7. Staging Models
8. Videos
9. Expert Advice
10.Marketing Ideas
10 PINTEREST IDEAS

63. 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 INSTAGRAM IDEAS

64. INSTAGRAM CONTEST

65. FREE & LOW COST
EDITING &
DESIGN TOOLS PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART

66. 3. GO MOBILE OR GO HOME

68. 84%
75%
40%
ACTIVELY SEARCH
USING MOBILE.
USE THEIR MOBILE DEVICE TO
CONTACT A COMMUNITY.
OF MOBILE USERS USE VIDEO
WHEN MAKING A DECISION.
GO MOBILE OR GO HOMESource: For Rent Media Solutions™
Apartment Searching White Paper, August 2015.

69. WEB CONTENT SHARED ON
SOCIAL SHOULD BE MOBILE
FRIENDLY

70. UN-BUNDLING
APPS

71. UN-BUNDLING APPS

72. SOCIALIZING WEARABLE TECH

73. 4. ADVOCACY

74. WHAT IS ONE OF THE
BIGGEST CHALLENGES
WE HAVE TODAY?

75. CONTENT

76. CONTENT
IS KING

77. CONTESTS

78. CONTESTS ARE
KING

79. WHY SHOULD ANYONE
CARE ABOUT
CONTESTS?
?

80. CONTESTS CONTENT=

81. EMPLOYEE ACTIVATION
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

82. — @garyvee

83. The Power of Pinterest
2,189
PHOTOS
RUN A CONTEST
Crowdsource content from
employees and residents.

84. DESUMMER
FUN

85. CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

86. #ForRentLife

88. 5. REAL-TIME MARKETING

89. RIDE THE TRENDS

90. RIDE THE TRENDS

91. ALIGN WITH A TV EVENT

93. ALIGN WITH A TV EVENT

94. ALIGN WITH A TV EVENT

95. MAKE IT PERSONAL

96. HAVE FUN - BE WITTY,
NOT AWKWARD

97. INSTAGRAM TAKEOVERS

98. HOST AN INSTAMEET EVENT

99. ALIGN YOUR BRANDING

100. 6. CROSS FUNCATIONAL TEAM INTEGRATION

101. BRANDS WILL BECOME
EVEN SMARTER
ABOUT RESOURCE ALLOCATION
& INVESTMENT.

102. EDITORIAL CALENDAR
Source: Getcommunity.com

104. FREE & LOW-COST
EDITORIAL CALENDAR
TOOLS
HUBSPOT
EXCEL
GOOGLE
CALENDAR
TEAMUP
WORDPRESS
PLUGIN
TRELLO
COSCHEDULE
BASECAMP

105. a) Publish blog post
b) Tweet post immediately with
“New Blog Post: [title] [URL]”
c) Share post immediately on
Facebook and Google+.
d) Tweet post 2 days later with
“[title]”
e) Tweet post a week later. Ask
it as a question.
f) Tweet post a month later with
“[title]”
g) Share on Facebook two
months later.
ESTABLISH A PUBLISHING SCHEDULE

106. 7. SOCIAL PLATFORM DIVERSITY

107. SHOTGUNS
RIFLES
- @JAYBAER
TRUMP

108. THE RIFLE APPROACH SAYS DON’T
GET INVOLVED IN A PLATFORM
UNLESS YOU CAN DO IT RIGHT.
- @JAYBAER

109. Source: Convince&Convert

110. THE SHOTGUN APPROACH SAYS
YOU SHOULD BE EVERYWHERE
AND THAT TOTAL PLATFORM
SIZE IS SECONDARY.
(AND POSSIBLY IRRELEVANT)
- @JAYBAER

111. Source: Convince&Convert

112. 8. LIGHTS, CAMERA, MICRO-VIDEO

113. MICRO VIDEO

114. GOPRO & FACETIME TOURS

115. LIVE STREAMING VIDEO

116. LIVE STREAMING VIDEO

117. VINE

118. INSTAGRAM

119. HYPERLAPSE

120. HYPERLAPSE

121. TAKEAWAYS

122. TAKEAWAYS
We are all now media
companies and need to think
like journalists.
We need to know each channel
and what works best.
We need to dedicate resources
to creating visuals, micro-videos
and collecting stories.
The shift to mobile has already
happened. It’s time to embrace
that shift.
1
2
3
4

123. Q & A

124. @ansleyjo
+AnsleySudderth
/ansleyjolen
/ansleyjo
/ansleyjolen
/AnsleySudderth