Corey Padveen - Personalization Through Data: Getting the Perfect Message to the Right Audience

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This document discusses how personalization through data collection and analysis can help companies better target their audiences and improve marketing outcomes. It explains that collecting data from various sources like social media, websites, and CRM systems allows segmentation of audiences based on interests and behaviors. This enables creation of highly personalized content and targeted ad campaigns. Examples are provided of how personalization increased metrics like traffic, click-through rates, and return on investment for different companies. The overall message is that a data-driven approach to personalization can strengthen customer connections and lead to better sales results.

Personalization Through Data
Getting the Perfect to the Right Audience

2multifamily-social-media.com
@coreypadveen
@t2marketing

@coreypadveen
@t2marketing 3multifamily-social-media.com

4multifamily-social-media.com
@coreypadveen
@t2marketing

5
@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com
Why are
we here?

61% 40% 19%
Custom content
means closer
connections.
Personalized cross-
platforms
experiences mean
greater loyalty.
Data implementation
and UX
improvements lead
to higher sales.
Why does personalization matter?
7
@coreypadveen
@t2marketing multifamily-social-media.com
2015 data sourced from Captora, Janrain and Monetate.

40% 39% 38%
Can’t access data
fast enough.
Can’t find the data
they need.
Can’t trust the data
they collect.
So, why is it so tough?
8
@coreypadveen
@t2marketing multifamily-social-media.com
2015 data sourced from eConsultancy.

Data Sources
10
@coreypadveen
@t2marketing
Owned Social
Data
multifamily-social-media.com

multifamily-social-media.com 11
@coreypadveen
@t2marketing

Data Sources
12
@coreypadveen
@t2marketing
Owned Social
Data
Web
Data
multifamily-social-media.com

multifamily-social-media.com 13
@coreypadveen
@t2marketing

Data Sources
14
@coreypadveen
@t2marketing
Owned Social
Data
Web
Data
CRM
Data
multifamily-social-media.com

15
@coreypadveen
@t2marketing multifamily-social-media.com

16
@coreypadveen
@t2marketing multifamily-social-media.com

Data Sources
17
@coreypadveen
@t2marketing
Owned Social
Data
Web
Data
CRM
Data
Industry
Data
multifamily-social-media.com

20
Every audience is
created differently.
@coreypadveen
@t2marketing multifamily-social-media.com

21
@coreypadveen
@t2marketing multifamily-social-media.com

22
How do you go
about doing
this?
@coreypadveen
@t2marketing multifamily-social-media.com

23
Segment initially by a
single, global criteria.
@coreypadveen
@t2marketing multifamily-social-media.com

24
Drill down into tastes
and preferences.
@coreypadveen
@t2marketing multifamily-social-media.com

25
Analyze matching
on-site behaviors.
@coreypadveen
@t2marketing multifamily-social-media.com

26
Identify high-value
correlations in
content.
@coreypadveen
@t2marketing multifamily-social-media.com

27
Create hypertargeted
content strategies.
@coreypadveen
@t2marketing multifamily-social-media.com

28
@coreypadveen
@t2marketing multifamily-social-media.com

29
@coreypadveen
@t2marketing multifamily-social-media.com
The (Not So) Little
Door Company
That Could

30
Maximize the
returns from
social ad
spends.
@coreypadveen
@t2marketing multifamily-social-media.com
The Problem

31
Identify audience
pockets best suited
for engagement.
@coreypadveen
@t2marketing multifamily-social-media.com
The Solution

32
Analyze social
behaviors and match
to site activity.
@coreypadveen
@t2marketing multifamily-social-media.com
The Process

33
852% rise in traffic.
400% rise in CTR.
240% rise in VPD.
@coreypadveen
@t2marketing multifamily-social-media.com
The Results

35
Modern advertising
is not a one size fits
all model.
@coreypadveen
@t2marketing multifamily-social-media.com

36
Each campaign
must be designed
to fit the audience
it is intended for.
@coreypadveen
@t2marketing multifamily-social-media.com

37
What is the process
involved in
constructing these
campaigns?
@coreypadveen
@t2marketing multifamily-social-media.com

38
Select the audience
you’d like to reach.
@coreypadveen
@t2marketing multifamily-social-media.com

39
Craft content tailored
to its members’
tastes.
@coreypadveen
@t2marketing multifamily-social-media.com

40
Separate placements
and content.
@coreypadveen
@t2marketing multifamily-social-media.com

41
Set budgetary rules
and manual bids.
@coreypadveen
@t2marketing multifamily-social-media.com

42
Repeat for all viable
audience pockets.
@coreypadveen
@t2marketing multifamily-social-media.com

43
@coreypadveen
@t2marketing multifamily-social-media.com

44
@coreypadveen
@t2marketing multifamily-social-media.com
Getting New Fans to the
Races

45
Find a way to get
more women
interested in horse
racing.
@coreypadveen
@t2marketing multifamily-social-media.com
The Problem

46
Based on identified
interests, launch an
educational event.
@coreypadveen
@t2marketing multifamily-social-media.com
The Solution

47
Reach a series of
select audiences with
hypertargeted
content.
@coreypadveen
@t2marketing multifamily-social-media.com
The Process

48
98% of campaign
traffic.
200% rise in
attendance.
145X ROI.
@coreypadveen
@t2marketing multifamily-social-media.com
The Results

Stay in Touch
49
bit.ly/t2OnYouTube
bit.ly/CoreyPadveenLI
t2marketinginternational.com
CoreyPadveen.com
corey@t2marketinginternational.com
@coreypadveen
@t2marketing

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Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer

multifamily-social-media

The document discusses the importance of responding to complaints and negative reviews from customers. It notes that failing to respond decreases customer advocacy by 37% and that answering complaints increases customer advocacy. It advocates "hugging your haters" by responding to every complaint on every channel every time, as this keeps existing customers and improves the customer experience. It provides tips for how to effectively respond, such as recognizing the other perspective, empathizing, and responding quickly, especially on social media where 40% of people expect a reply within an hour.

2020 and beyond: The Future is Now by Julie Lyons

multifamily-social-media

The document discusses how the marketing landscape is changing as people no longer want to be marketed to directly and technology enables new ways of consuming media. It outlines 4 ways society is changing: people want information and services immediately; demographics are less important as interests cross traditional groups; personalization will be key as marketing shifts to individual-level data and preferences; and emotional factors drive most purchasing decisions over rational ones. The tips provided for future marketing include sharing your company values, personalizing messaging for different customer segments, using customer data to optimize marketing, and remembering that customers are human beings primarily motivated by heart over head.

Branding Strategy for Online Presence by Coby Rich

multifamily-social-media

The document discusses reasons for rebranding an online presence, including an outdated image, changing markets, and broadening appeal to new audiences. It provides tips for a successful rebranding strategy, such as establishing a brand voice, locking down brand assets, showcasing the new brand visually, and maintaining an ongoing conversation about the brand. Data showed the rebranding increased engagement on social media platforms by 70% and followers by 5%.

Thriving in the Content Marketing Jungle: Lessons from Leading Practitioners ...

multifamily-social-media

This document discusses content marketing and content curation. It defines content marketing as creating and sharing valuable content to attract customers. Content curation is consistently finding, organizing, annotating and sharing high-quality digital content on a specific topic for a target market. The document outlines the benefits of curation, such as thought leadership and lead generation. It provides a five-step process for successful curation: identify topics, find content sources, curate by organizing and adding value, share on websites and social media, and analyze results. Marketers are advised to curate consistently and ethically by attributing sources.

Applying Science to Social Media by Afif Khoury

multifamily-social-media

The document discusses using data to optimize social media strategies. It notes that social media platforms generate billions of data points per hour that can provide insights. The presenter discusses their background in science and technology. Ten data-driven tips for social media success are provided, such as posting on weekends/evenings, using certain types of questions to drive more comments, and including localized content. Property-specific tips are also given, such as embedded links and seasonal recipes getting more engagement. The importance of comments over likes on social media is emphasized.

“Visual Web” Marketing + Instagram Power Tips by Adam Japko

multifamily-social-media

This document discusses the rise of visual marketing and its power, especially with the growth of mobile technology and social media. It makes three key points: 1) Visual marketing relies on using images and video within a context to convey ideas and emotions more effectively than text alone. The brain processes visuals much faster. 2) Social media platforms that emphasize images like Instagram and Pinterest have seen explosive growth, indicating the shift to visual content online. Engagement is much higher for visual posts compared to text-based posts. 3) Marketers are increasingly using visual content like videos on YouTube and Instagram to promote their brands in a way that is more authentic and engaging than staged photos. Regular, niche-focused visual

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multifamily-social-media

The document provides an overview of social media marketing trends and best practices. It discusses the importance of reputation management and positive reviews online, creating useful ("youtility") content to engage customers, the rise of visual content like photos and videos, and leveraging employee and fan advocacy on social media. Specific tactics recommended include optimizing online listings, monitoring and responding to reviews, engaging customers through social media, using visual content like photos and videos, and empowering employees to advocate for the brand on their own social profiles.

Emerging B2C Digital Marketing Trends with a Focus on Video by Richard V. Duc...

multifamily-social-media

This document discusses emerging digital marketing trends for small and medium businesses, with a focus on digital video. It provides the following key points: 1. Facebook is the dominant social media platform, used by 72% of online adults and 77% of SMB video advertisers. Instagram and Snapchat are growing rapidly, especially for video ads on Instagram. 2. SMBs spend on average $88,000 on advertising annually, using 13 different media channels. Over half of SMBs plan to increase their budgets in the next year. 3. While traditional media still commands the largest share, the digital portion of local advertising is growing rapidly and is projected to reach 40% of total ad spending by 2020, driven especially

Yelp 201: Advanced Session on Yelp for Business Owners by Morgan Remmers

multifamily-social-media

This document summarizes an advanced Yelp session for business owners. The agenda includes understanding Yelp's value, new products, a deep dive into the business owner tools, and tips to stay on top of reviews. Yelp has 79 million monthly users who post 90 million reviews. New products allow businesses to message customers and share reviews on their own sites. The deep dive covers complete business profiles, adding photos, and check-in offers. Businesses are advised to respond to reviews on mobile, opt-in for notifications, and share positive reviews across social networks and marketing materials.

How to Use Social Media Analytics to Optimize Your Marketing Programs by Mich...

multifamily-social-media

The document describes 3 case studies of student housing properties that faced challenges with low occupancy but were turned around through research, optimized social media campaigns, on-site events and lifestyle branding, and other solutions. Details provided on the properties include location, year built, number of units and beds, occupancy rates before and after changes were made. High level results showed increased occupancy, social media followers, website traffic, and rental revenues at the different properties after implementing solutions.

The Power of Storytelling, or how to “COPE” with Content by Stephanie Reid-Si...

multifamily-social-media

The document discusses the power of storytelling for content marketing. It introduces the concept of "COPE" (Create Once, Publish Everywhere), which is creating one piece of good content and publishing it across multiple social media platforms and channels. This allows marketers to maximize the reach and impact of their content while minimizing duplication of effort. The document provides examples of how companies like Zillow, GoPro, and Nordstrom have successfully implemented the COPE strategy to engage audiences and drive long-term returns on their content marketing investments.

Wine, Branding, and Social Media - Paul Mabray

multifamily-social-media

This document discusses the importance of social media and contextual data in understanding customers in the wine industry. Some key points: - There are over 2.5 million daily conversations about wine on social media with 450k new users monthly - Data from 1 billion past conversations can provide insights when analyzed alongside information like user interests, interactions, identity, commerce activity, and context - Digital media now accounts for 44% of customer media consumption, yet the wine industry only spends 7.9% of marketing dollars on digital - Most wineries only get 2-20 organic social media mentions per week and over 80% of those mentions go unanswered

2015 Online Renter Study - Jen Piccotti

multifamily-social-media

This document discusses online reviews of apartment communities from residents and prospects. It notes that SatisFacts and ApartmentRatings.com were asked in 2011 about how apartment staff should respond to online reviews. The document references two studies on residents of Ball State University and prospects from 2015 on online renting habits. It provides contact information for questions and thanks attendees for their time.

The Legal Side of Social Media Marketing - Cisca Brouwer

multifamily-social-media

This document discusses legal considerations for social media marketing and promotions. It covers key applicable laws like consumer protection, copyright and trademark laws. It also discusses requirements for running promotions on various social media platforms like Facebook, Twitter and Instagram. Specifically, it outlines that promotions must not imply sponsorship by the platform and require disclosures. It also provides an overview of sweepstakes vs contest rules and requirements for official contest rules.

No Video Vacancy: Using YouTube to Manage the Resident Lifecycle - Rob Ciampa

multifamily-social-media

1) YouTube has become a major source of media consumption, especially among younger viewers. Brand decisions are increasingly being made based on YouTube content. 2) Top brands are adding over 800 million new views to their YouTube channels each month. Major brands now see YouTube as essential to reach consumers. 3) Multifamily properties need a YouTube strategy to reach prospective residents throughout their lifecycle, from initial search to move-out. Data shows the best times and frequencies to publish content to engage consumers.

How to Reach and Influence the Audiences That Matter To You Most - Ian Greenl...

multifamily-social-media

This document provides an overview of key concepts for using social media effectively. It discusses establishing an online presence through visual platforms like Instagram and Pinterest, gaining trust through user-generated content, and developing influencers organically. The importance of stories and curating quality content to build expertise is explained. Ego and social validation are identified as major drivers for online sharing behavior. Successful strategies include providing value without asking for anything in return, repurposing content across channels, and using data insights to prove credibility.

SEO and Social Signals - John Dempsey

multifamily-social-media

John Dempsey from G5 presented on how to connect social media and search engine optimization strategies. He discussed how over 70% of apartment hunters search online, and how businesses can improve their domain authority and user experience by adding quality content and links to trusted social media platforms like Facebook and Twitter. By carefully managing backlinks and developing authority through linking to relevant sites, businesses can amplify their social presence and see increased site engagement and improved search engine results page rankings.

SEO and Social Signals - Erica Byrum

multifamily-social-media

SEO and Social Signals - Andrew Rainey

multifamily-social-media

The document discusses best practices for managing a company's online reputation through social media listening, understanding customer feedback, engagement, and promotion. It recommends property managers (1) listen to all customer feedback on social media and reviews sites, (2) understand customers' actual experiences by analyzing metrics and reviews, and (3) engage with customers to build loyalty, which can then (4) promote the brand story across channels. Exemplary customer service is key to driving positive online perception.

How to Cultivate Brand Advocacy - Jade Smith

multifamily-social-media

The document discusses how to build brand advocacy through social media. It defines a brand advocate as someone who gains trust and builds loyalty for a brand. It recommends turning existing residents into brand advocates by knowing your residents, networks, and value proposition. The document also stresses the importance of creating engaging content in various formats and measuring ROI through analytics and goals.

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Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer

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Corey Padveen - Personalization Through Data: Getting the Perfect Message to the Right Audience

1. Personalization Through Data Getting the Perfect to the Right Audience

2. 2multifamily-social-media.com @coreypadveen @t2marketing

3. @coreypadveen @t2marketing 3multifamily-social-media.com

4. 4multifamily-social-media.com @coreypadveen @t2marketing

5. 5 @coreypadveen @t2marketing multifamily-social-media.com

6. 6 @coreypadveen @t2marketing multifamily-social-media.com Why are we here?

7. 61% 40% 19% Custom content means closer connections. Personalized cross- platforms experiences mean greater loyalty. Data implementation and UX improvements lead to higher sales. Why does personalization matter? 7 @coreypadveen @t2marketing multifamily-social-media.com 2015 data sourced from Captora, Janrain and Monetate.

8. 40% 39% 38% Can’t access data fast enough. Can’t find the data they need. Can’t trust the data they collect. So, why is it so tough? 8 @coreypadveen @t2marketing multifamily-social-media.com 2015 data sourced from eConsultancy.

9. Data Sources

10. Data Sources 10 @coreypadveen @t2marketing Owned Social Data multifamily-social-media.com

11. multifamily-social-media.com 11 @coreypadveen @t2marketing

12. Data Sources 12 @coreypadveen @t2marketing Owned Social Data Web Data multifamily-social-media.com

13. multifamily-social-media.com 13 @coreypadveen @t2marketing

14. Data Sources 14 @coreypadveen @t2marketing Owned Social Data Web Data CRM Data multifamily-social-media.com

15. 15 @coreypadveen @t2marketing multifamily-social-media.com

16. 16 @coreypadveen @t2marketing multifamily-social-media.com

17. Data Sources 17 @coreypadveen @t2marketing Owned Social Data Web Data CRM Data Industry Data multifamily-social-media.com

18. 18multifamily-social-media.com

19. Building Your Target Audience

20. 20 Every audience is created differently. @coreypadveen @t2marketing multifamily-social-media.com

21. 21 @coreypadveen @t2marketing multifamily-social-media.com

22. 22 How do you go about doing this? @coreypadveen @t2marketing multifamily-social-media.com

23. 23 Segment initially by a single, global criteria. @coreypadveen @t2marketing multifamily-social-media.com

24. 24 Drill down into tastes and preferences. @coreypadveen @t2marketing multifamily-social-media.com

25. 25 Analyze matching on-site behaviors. @coreypadveen @t2marketing multifamily-social-media.com

26. 26 Identify high-value correlations in content. @coreypadveen @t2marketing multifamily-social-media.com

27. 27 Create hypertargeted content strategies. @coreypadveen @t2marketing multifamily-social-media.com

28. 28 @coreypadveen @t2marketing multifamily-social-media.com

29. 29 @coreypadveen @t2marketing multifamily-social-media.com The (Not So) Little Door Company That Could

30. 30 Maximize the returns from social ad spends. @coreypadveen @t2marketing multifamily-social-media.com The Problem

31. 31 Identify audience pockets best suited for engagement. @coreypadveen @t2marketing multifamily-social-media.com The Solution

32. 32 Analyze social behaviors and match to site activity. @coreypadveen @t2marketing multifamily-social-media.com The Process

33. 33 852% rise in traffic. 400% rise in CTR. 240% rise in VPD. @coreypadveen @t2marketing multifamily-social-media.com The Results

34. Building Effective Ad Campaigns

35. 35 Modern advertising is not a one size fits all model. @coreypadveen @t2marketing multifamily-social-media.com

36. 36 Each campaign must be designed to fit the audience it is intended for. @coreypadveen @t2marketing multifamily-social-media.com

37. 37 What is the process involved in constructing these campaigns? @coreypadveen @t2marketing multifamily-social-media.com

38. 38 Select the audience you’d like to reach. @coreypadveen @t2marketing multifamily-social-media.com

39. 39 Craft content tailored to its members’ tastes. @coreypadveen @t2marketing multifamily-social-media.com

40. 40 Separate placements and content. @coreypadveen @t2marketing multifamily-social-media.com

41. 41 Set budgetary rules and manual bids. @coreypadveen @t2marketing multifamily-social-media.com

42. 42 Repeat for all viable audience pockets. @coreypadveen @t2marketing multifamily-social-media.com

43. 43 @coreypadveen @t2marketing multifamily-social-media.com

44. 44 @coreypadveen @t2marketing multifamily-social-media.com Getting New Fans to the Races

45. 45 Find a way to get more women interested in horse racing. @coreypadveen @t2marketing multifamily-social-media.com The Problem

46. 46 Based on identified interests, launch an educational event. @coreypadveen @t2marketing multifamily-social-media.com The Solution

47. 47 Reach a series of select audiences with hypertargeted content. @coreypadveen @t2marketing multifamily-social-media.com The Process

48. 48 98% of campaign traffic. 200% rise in attendance. 145X ROI. @coreypadveen @t2marketing multifamily-social-media.com The Results

49. Stay in Touch 49 bit.ly/t2OnYouTube bit.ly/CoreyPadveenLI t2marketinginternational.com CoreyPadveen.com corey@t2marketinginternational.com @coreypadveen @t2marketing

Corey Padveen - Personalization Through Data: Getting the Perfect Message to the Right Audience

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