4. Social
Networking
is the most
popular
online
activity
worldwide &
reaches
82%
of the online
population
Source: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
5. 19% of
all time spent
online is on SN
sites & nearly 1
in every 5
minutes spent
online is now
spent on
SN sites
The average Facebook user spent 6.3 hours on the
site in October 2011, up 40 percent from a year ago.
Source: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
6.
7. Augment your social media
engagement efforts, stay current
& learn up-to-date skills to
maximize your exposure.
EDUCATION
9. EDUCATION
Social Media Ambassador
• Good communicator and writer
• Good technical skills with computers and online
applications
• Active in the social media realm, particularly
Facebook
• Excellent understanding of your company, history
and reputation
• Team player with the ability to take charge and
lead others when necessary
10. EDUCATION
Social Media Policy
• Create conversation guidelines for
employees and social media
admins.
• When are your employees “your”
employees?
• Are you responsible for their actions
when they are “on the clock”?
• Are you responsible for their actions
when they are on their own time? Social Media
• Remember to protect proprietary Policy
and confidential information.
11. EDUCATION
What is Your Content Strategy?
• What is your mission statement,
brand position or brand promise?
• What is your brand personality?
• What is your brand identity?
• What differentiates your brand?
• What is your company story?
• What do you want your customer
experience to feel like?
• Identify types of content
13. EDUCATION
Comment Guidelines
• Will you reject comments which include offensive or inappropriate
language?
• Will you allow personal attacks?
• On-topic comments: What will you do with comments that veer away
from the topic of the post or other peoples‟ comments?
• Will you allow comments that appear to be spam?
• Will you take action against repeat offenders?
• Will you provide a way for commenters to contact someone if their
comment is not approved, or if they have other questions?
15. EDUCATION
Who Responds?
• Regional/Corporate
– Pros: Not emotionally tied to the issue/concern
– Cons/Challenges: Could cause for delay because
they must obtain all info from on-site team before
responding & should stand behind the on-site team, if
possible
• Property Manager
– Pros: Knows all the details, backstory & may
personally know the resident with the issue/concern
– Cons: Too emotionally invested, especially if he/she is
the target of the review or comment
24. GROWTH
Pinterest
Pinterest is an invitation
only social network that
allows users to visually
share, curate, and discover
new interests by posting,
also known as „pinning,‟
images or videos to their
own or others‟ pinboards
(i.e. a collection of „pins,‟
usually with a common
theme).
31. GROWTH
Pinterest
I will send a Pinterest invite
to the first 4 people that
Tweet me right now to:
@ericacampbell
32. GROWTH
[INFORGRAPHIC]
Graphic visual representations
of information, data or
knowledge. These graphics
present complex information
quickly and clearly.
Source: Wikipedia
33. Establish direct connections with
residents & prospects to build
relationships, cultivate business
opportunities & keep your
conversation going.
ENGAGEMENT
38. ENGAGEMENT
Post Length
Source: Buddy Media 2011
39. ENGAGEMENT Research suggests
Timing 7am, 11am, 3pm, 5pm, and 11pm
but continue to test. Frequency is
king but don‟t overwhelm your
fans
Engagement rates on Thursday
and Friday are 18% higher than
other days of the week.
Source: Buddy Media 2011
42. ENGAGEMENT
Fan Opinions
Fill-in-the-blank posts
generate about 90% more
engagement than the average
post & posts that end with a
question have a 15% higher
engagement rate.
Source: Facebook
43. ENGAGEMENT
Post Photos
Posts including
a photo album, a picture or a video
generate about 180%, 120%, and
100% more engagement than the
average post, respectively.
Source: Facebook
51. Monitor the health of your brand on the
social web to understand your
sentiment, key demographics,
influencers & competition.
MEASUREMENT
52. MEASUREMENT
Distribution
What social media channels are you using, how can
people reach you, are you visible?
• Followers
• Fans
• Number of mentions
• Reach
• Inbound links
• Blog/YouTube subscribers
53. MEASUREMENT
Interaction
How likely are followers going to engage, spread your
message and interact with each other?
• Retweets • Contributors and active
• Facebook Insights contributors
• Forward to a friend • Pageviews
• Social media sharing • Unique visitors
• Comments • Traffic from social
• Like or rate something networking sites
• Reviews • Time spent on site
• Response time
55. MEASUREMENT
Influence
How do attitudes change due to the social media activities?
This is the branding value that should convert into sales.
• Share of conversation vs. competitors
• Resident and prospect satisfaction
• Sentiment positive, neutral or negative
• Number of brand evangelists
Insert this query into Google
56. MEASUREMENT
ROI & Action
How many leases, renewals and other real world results
do you get from social media?
• Sales revenue • Lifetime value of customers
• Reduction in turnover • Increase in resident referrals
• Issues resolved & resolution • Leasing & Maintenance staff
rate time saved
• Number of leads/Conversions • Share of repeat customers
(per day, week, month) (from social media vs. other
• Cost of lead channels)
• Lead conversion rate • Transaction value per
• Revenue (per customer
follower, lead, customer) • NOI Increase
57. MEASUREMENT
ROI & Action
According to SatisFacts Research, each unit
turned over at the end of a tenant‟s
lease, averages a cost of $3,900 to the
property manager. This turnover cost includes
the loss of rental days while vacant, concessions
and maintenance. The research also
demonstrates 54% of turnovers are, in
fact, controllable.
59. IGNITION POINTS
Things You Can Do Today!
1. Start your search for your social media
ambassador.
2. Decide on the themes for your content, create a
content calendar & commit to posting.
3. Upload pictures & videos from past events &
establish a goal for how many photos you would
like to post per month.
4. Create a new profile picture.
5. Start collecting email addresses from residents.
6. Set up Google Alerts.
Looking for and acquiring a home (be it renting or buying) has been called one of life’s major stressors. Engaging feedback from one’s ‘social network’ can ease the anxiety of this decision. Leveraging social networks provides a human element to your brand and brings a trust factor to the rental process, since users can interact with their friends,ask questions, receive feedback, make comments and respond to listings. By integrating social media marketing into your mix, you are giving current resident and prospects a seamless method for tapping into your comminutes throughthe tremendous power of social media. Why is it that some facebook pages have loyal followings, thousands of “likes” and hundreds of comments on every post while others sit forgotten? It’s the content! Join Erica Campbell, Director of Marketing at For Rent Media Solutions as she shares advanced new media tactics and best practices to actively engage your residents and prospects across all of your social media platforms. Learn how other companies have done it right and what exactly you can do to make social media the best performing tool in your marketing arsenal!
Social networking sites reach 82% of the world’s online population representing 1.2 billion users around the world; making it the fastest growing platform for marketing and advertising dollars…and it is no different in the multi-family industry.
But, more telling is the amount of time that people now spend engaged with social media activity. 19% of all time spent on line is spent with Social Media sites. One out of every five minutes spent online is spent engaged in Social Media. In an industry where time is money to our clients and the need to capitalize on where apt shoppers are seeking information, we need to ensure that we make the Social Media arena as easy to understand and navigate, as time-efficient as possible, thus, making us the most valuable resource for our clients. To that end, we will be going through the tools that will separate FRMS from the competition. Introduce Erica….
An organization with a customer-centric approach is a huge challenge to create but provides a coherent customer experience.
Development of corporate policies, with particular emphasis on those relating to social media participation is important which we have touched on before in past webinars. It is also important to define the rules of engagement to be followed to help guide your organizations response to threats. By building in a defined set of response procedures, it is possible to minimizethe amount of damage that a social media crisis can inflict.Questions that need to be addressed are:-When are your employees ‘your’ employees?-Are you responsible for their actions when they are “on the clock”? -Are you responsible for their actions when they are on their own time? -Consider your audience and be authentic-Remember to protect proprietary and confidential information
Facebook is all about conversation. It’s necessary to immerse yourself in it to keep afloat and to stay relevant. Comment Guidelines sets the boundaries for acceptable behavior on the company’s Facebook page. Know what the media, competitors, employees and residents are saying about you and track the content of the conversation to gauge success. It’s good to respond to the three inevitable types of conversation:Apartment community questions, resident complaints and complimentsSome things to consider: Will you reject comments which include offensive or inappropriate language?Will you allow personal attacks? In an ideal world you might allow people to question or argue your company’s content – after all, this medium is about conversation. However as we all know, this isn’t an ideal world. Even if you do allow criticism, consider outlawing aggressive attacks. – On-topic comments: What will you do with comments that veer away from the topic of the post or other peoples’ comments? Will you allow comments that appear to be spam? Will you take action against repeat offenders? Will you provide a way for commenters to contact someone if their comment is not approved, or if they have other questions?
Have a ‘plug and play’ platform where you brainstorm possible crises that could occur with your property’s Facebook page so you can react in a timely manner when in fact it does occur. Play out these scenarios to help you build canned responses.Educate you staff internally. Implement an employee policyEnsure factors that make up your brand integrity are balanced Find and address the negative influencer