Erica Campbell Byrum at Landlord WEBCON 2014

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This document discusses strategies for integrating social media, such as Pinterest, Instagram, and Twitter, into an overall marketing plan. It provides tips for using each platform effectively including creating boards and pins on Pinterest to showcase listings and local areas, using hashtags and cross-promoting on Instagram to share photos of properties and lifestyle images, and engaging followers by crowdsourcing content. The goal is to generate social signals that can improve search engine optimization rankings and grow followers across networks.

Integrating Social Media
Into an Overall Marketing Plan
@EricaCampbell
@HomesPro
@AptsForRent

Sources: Nielsen, Nirogram, Experian, and Emarketer

Social Media + Content Marketing
= Killer SEO

Social in the Top 10:
Google+
Facebook Shares
Facebook Comments
Facebook Likes
Pinterest
Tweets
SOCIAL SIGNALS
Source: Search Metrics

CREATIVE WAYS
TO VISUALLY
TELL YOUR STORY

THE PIN CYCLE
How a pin meets new people

Sold within 6 days of being on Pinterest!!

MEET THE TEAM
Link back to your About
Us page on your site

SHOWCASE LISTINGS Add
descriptions &
hashtags

LOCAL
• Neighborhoods
• Dining Guide
• Shopping
• Nightlife
• Events
• Schools
• Local Businesses
• Professional/Ho
me Services

• Seasonal Boards
• Home Décor
• Recipes
• DIY Projects
• Moving Tips
• Small Spaces
• Organization
• Going Green
• Gift Ideas
• Pets
APARTMENT LIFESTYLE TIPS

PLACE PINS
Include a map, address, &
phone number

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.

PINTEREST TIPS
Download the FREE Homes.com Pinterest White Paper
bit.ly/HDCPinterestWhitePaper

CROSS PROMOTE
Increase follower growth by cross-
promoting to other social accounts

LIFESTYLE
Emulate other Instagram
users posting about
your category

LOCAL Position yourself as the
local expert

CONTESTS Crowdsource content
from employees &
residents

CROWDSOURCE ADS
Repurpose consumer
generated contest photos
for Facebook Ads

PHOTO EDITING APPS
• Piktochart (Infographics)
• PicMonkey (Text)
• Picframe (Multiple photos)
• Phonto (Text)
• Flipagram (Photo videos)
• Rhonna Designs (Text/Designs)

bitly.com/EricaCampbellByrum
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
Erica Byrum
Director of Social Media
Homes.com & ForRent.com

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Randi Zuckerberg discusses trends she sees emerging for modern consumers based on her observations on social media and from her work. She outlines 10 trends, including consumers wanting more information and control, the importance of reviews and ratings from others, using video to provide immersive experiences, businesses needing to cater to mobile users, the rise of interactive customer service, focusing on aesthetic and amenity details, promoting green initiatives, relying on customer referrals and building community, using social media creatively, and employing gamification to motivate customers. She provides her contact information and invites people to learn more about these trends.

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1. Integrating Social Media Into an Overall Marketing Plan @EricaCampbell @HomesPro @AptsForRent

6. THE STATE OF SOCIAL MEDIA

7. Source: Facebook

9. Source: Instagram

10.

11. Sources: Nielsen, Nirogram, Experian, and Emarketer

12.

13. Source: Twitter

14. TWITTER PROFILE

15.

16. Source: YouTube

17.

18. Social Media + Content Marketing = Killer SEO

19. Social in the Top 10: Google+ Facebook Shares Facebook Comments Facebook Likes Pinterest Tweets SOCIAL SIGNALS Source: Search Metrics

20. SOCIAL SIGNALS Source: Search Metrics

21. CREATIVE WAYS TO VISUALLY TELL YOUR STORY

22. PINTEREST

23.

24.

25. THE PIN CYCLE How a pin meets new people

26.

27. Sold within 6 days of being on Pinterest!!

28. VERIFY YOUR WEBSITE

29. ADD THE PIN IT BUTTON

30. MEET THE TEAM Link back to your About Us page on your site

31. SHOWCASE LISTINGS Add descriptions & hashtags

32. GREEN LIVING People will jump behind a cause before they support a brand.

33. CUSTOMER TESTIMONIALS

34. LOCAL • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Schools • Local Businesses • Professional/Ho me Services

35. • Seasonal Boards • Home Décor • Recipes • DIY Projects • Moving Tips • Small Spaces • Organization • Going Green • Gift Ideas • Pets APARTMENT LIFESTYLE TIPS

36. MARKETING IDEAS

37. SUITE STAGING IDEAS

38. RENTALADVICE

39. PLACE PINS Include a map, address, & phone number

40. 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.

41. PINTEREST TIPS Download the FREE Homes.com Pinterest White Paper bit.ly/HDCPinterestWhitePaper

42. INSTAGRAM

43. MOBILE PROFILE Company Name, Profile, URL Profile Pic Photos Followers & Following

44. Source: Instagram

45. FILTER OPTIONS

46. FILTER OPTIONS BEFORE AFTER

47. ADD RELEVANT HASHTAGS

48. CROSS PROMOTE Increase follower growth by cross- promoting to other social accounts

49. FLOOR PLANS & SPECIALS

50. FEATURES & AMENITIES

51. BRAND CULTURE

52. BEHIND THE SCENES

53. EVENTS & PERKS

54. LIFESTYLE Emulate other Instagram users posting about your category

55. LIFESTYLE People love food & animals

56. HAPPY RESIDENTS

57. SNEAK PEEK

58. LOCAL Position yourself as the local expert

59. CONTESTS Crowdsource content from employees & residents

60.

61.

62. CROWDSOURCE ADS Repurpose consumer generated contest photos for Facebook Ads

63. PHOTO EDITING APPS • Piktochart (Infographics) • PicMonkey (Text) • Picframe (Multiple photos) • Phonto (Text) • Flipagram (Photo videos) • Rhonna Designs (Text/Designs)

64. INTEGRATION

65.

66. REPURPOSE CONTENT

67.

68.

69. bitly.com/EricaCampbellByrum @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum Erica Byrum Director of Social Media Homes.com & ForRent.com

Editor's Notes

You can follow me on Twitter @EricaCampbell & ForRent @AptsForRent. The conference hashtag is #AIM. I was an early adopter to Instagram and Pinterest not because I practice social media for a living but because I was using them in a Youtility way to plan life events, capture daily moments, tag them to categorize them and share them with the world. It all started with planning my wedding 3 years ago and even creating a unique hashtag for the wedding #EricaandTodd which was nearly untouched because guests hadn’t caught on to the sites yet. And now you see personalized hashtags at nearly every event. Pinterest and Instagram became so integrated into my daily routine.
For those you that you follow me on social media probably can tell I love wine, cheese, wine with cheese, home décor, travel, branding and fashion. I have unique hashtags to categorize each of these items. Categorizing each of them with hashtags like ecbstyle, ecbhomeadventures, ecbtraveladventures, thebyrums and most recently added ….
we are dig into how we can put these two channels to work from a business perspective. The greatest thing about social media is that you don’t have to have deeper financial pockets than your competitors to outpace them. Almost all of the things I cover today are grassroots initiatives that can be accomplished with a little time.
Sometimes the best story told about your brand is from your customers’ point of view. You can use your customer’s reviews or testimonies and turn them in to quotes and pin them. These can be linked to a testimonial page on your website. Also, video is very powerful. You can create a board dedicated to testimonials or you can pin them on a specific product board.
The ForRent “Decor by Me” Pinterest Campaign allows participants to create the room of their dreams using Pinterest. This campaign lets participants tap into their creative side and have fun, all while promoting the ForRent brand. Not only will “Decor by Me” build brand awareness and grow user engagement, it will also provide ForRent insights into future content creation. The monetary and promotional gifts associated with the contest will also give ForRent the ability to make its participant’s interior design fantasy a reality. This humanizes the brand and creates an emotional and personal connection – which is, after all, the goal.
Stories told about location and event through compelling and beautiful photos and videos. Instagram presents a brand through the linear stream. A steady stream of photos won’t feel spammy like a steady stream of tweets or Facebook posts might if…you provide high-quality photos.

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