Social Media for the Property Manager
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Join us as Ansley Sudderth (For Rent Media Solutions™) provides guidance for leveraging, measuring and increasing ROI of your social media marketing. This seminar teaches how to find, post and measure the effectiveness of compelling social media content. Attendees will learn: -How to determine which sites are the best targets for social media efforts. -What property managers and onsite teams need to know about SEO. -What analytical tools are available and how they can be used most effectively used to measure ROI. -Best practices for developing compelling content. -Tips for measuring and improving engagement. -The inside scoop on the value of paid social media advertising. -The value of blogging and tips for making it easy. -How and why social sites can be used to promote contests. For Rent Media Solutions’ Ansley Sudderth is a self-proclaimed social media dabbler and plugged-in Millennial. Ansley has spoken at events across the US, and she is known to have a passion for helping others navigate the dynamic world of social media by offering bite-sized pieces of information that audiences can implement into their own respective marketing strategies.
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Social Media for the Property Manager
- 1. SOCIAL MEDIA BEST IMPLEMENTATION STRATEGIES FOR PROPERTIES PROPERTY MANAGEMENT ASSOCIATION D.C. ANSLEY SUDDERTH Social Media Training & Communications ForRent.com @ansleyjo #PMAGetsSocial PASSIONATE PEOPLE INNOVATIVE SOLUTIONS QUALITY RESULTS
- 2. AGENDA • INTRODUCTION • SOCIAL MEDIA LANDSCAPE 1. ENGAGED: The Relationship Between Brand and Consumer 2. TRENDS: 8 Trends to Execute Today! 3. WHERE’S THE BEEF? Finding Resources for Compelling Content and Measuring ROI 4. SEO, ADs & BLOGGING: The Quick and Dirty 5. WRAP UP 6. Q&A #PMAGetsSocial
- 3. A BIT ABOUT ME… #PMAGetsSocial
- 7. WHY ARE WE HERE? #PMAGetsSocial
- 9. 7 BUSINESS FUNCTIONS ENHANCED BY SOCIAL MEDIA PR SALES RETENTION MARKETING SEO COMP ANALYSIS SOCIAL MEDIA #PMAGetsSocial
- 10. • Remain Competitive • Build Trust and Relationships • Increase Exposure and Traffic • Build Brand Identity • Customer Service • Lead Generation • Improve Search Rankings • Growth of Business Partnerships • Improve Sales • Market Insights • Reduce Marketing Costs • Increase Resident Loyalty • Personalized Service BENEFITS OF SOCIAL MEDIA #PMAGetsSocial
- 11. #PMAGetsSocial
- 12. #PMAGetsSocial
- 13. #PMAGetsSocial
- 15. #PMAGetsSocial
- 16. used Facebook to interact with a brand. liked a product on Facebook. used Facebook to research products at least once a week. wrote an online post about a product. wrote a product review online. #PMAGetsSocial
- 17. THE ROI OF SOCIAL MEDIA IS THAT YOUR BUSINESS WILL STILL EXIST IN 5 YEARS. “ “ - ERIK QUALMAN #PMAGetsSocial
- 18. CHIEF MARKETING OFFICER’S SPEND ON SOCIAL MEDIA SOURCE: DUKE UNIVERSITY CMO SURVEY 2014 9.4% 2015 13.2% 2020 21.4% #PMAGetsSocial
- 19. ENGAGED THE RELATIONSHIP BETWEEN BRAND AND CONSUMER #PMAGetsSocial
- 20. #PMAGetsSocial
- 21. #PMAGetsSocial
- 22. •Inform, don’t spam! •Keep it simple! •Speak human! #PMAGetsSocial
- 23. #PMAGetsSocial
- 24. #PMAGetsSocial
- 25. Online relationships ARE the new currency. - Ted Rubin “ ” #PMAGetsSocial
- 26. #PMAGetsSocial
- 27. #PMAGetsSocial
- 28. EVERY BRAND IS HUMAN, AND EVERY HUMAN IS A BRAND #PMAGetsSocial
- 29. #PMAGetsSocial
- 30. SOCIAL MEDIA TRENDS TO EXECUTE TODAY! 8 #PMAGetsSocial
- 31. 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 #PMAGetsSocial
- 33. #PMAGetsSocial
- 34. BEING A GREAT MARKETER IS HARDER THAN EVER #PMAGetsSocial
- 35. 3 REASONS WHY… Source: Jay Baer#PMAGetsSocial
- 36. CONSUMER BEHAVIOR CHANGE Source: Jay Baer 1 #PMAGetsSocial
- 37. 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
- 39. Source: Jay Baer
- 41. 74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “ #PMAGetsSocial
- 42. 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.
- 43. ENORMOUS COMPETITION FOR ATTENTION Source: Jay Baer 3 #PMAGetsSocial
- 44. #PMAGetsSocial
- 45. #PMAGetsSocial
- 46. #PMAGetsSocial
- 47. #PMAGetsSocial
- 48. Source: Jay Baer YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE
- 49. Source: Jay Baer WHAT SHOULD YOU DO NOW?
- 50. STOP TRYING TO BE AMAZING, AND START BEING USEFUL Source: Jay Baer
- 51. #PMAGetsSocial
- 52. #PMAGetsSocial
- 54. THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE. - @JAYBAER
- 56. YOUTILITY SO USEFUL, PEOPLE WOULD PAY “ ” IS MARKETING YOU FOR IT. #PMAGetsSocial
- 57. CREATE YOUTILITY THROUGHOUT THE FUNNEL Source: Jay Baer — @JAYBAER #PMAGetsSocial
- 58. 2. VISUAL MARKETING EXPLODES #PMAGetsSocial
- 61. 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.
- 62. #PMAGetsSocial
- 63. Not just for selfies & recipes! #PMAGetsSocial
- 64. WHY IS VISUAL CONTENT IMPORTANT? #PMAGetsSocial
- 66. 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
- 67. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
- 68. POSTS WITH ATTRACT 3X MORE INBOUND LINKS THAN PLAIN TEXT POSTS. Source: SEOmoz VIDEOS
- 69. VISUAL CONTENT IS SOCIAL MEDIA-READY. IT’S EASILY SHAREABLE AND EASILY PALATABLE. Source: Wishpond.com
- 70. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.
- 72. #PMAGetsSocial
- 73. 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 #PMAGetsSocial
- 74. SEO-RICH DESCRIPTION LINK & GET SITE VERIFIEDLOCATION
- 76. Place Pin: Include a map, address and phone number. PINTEREST RICH PINS
- 77. PINTEREST BUY IT BUTTON #PMAGetsSocial
- 78. #PMAGetsSocial
- 79. 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 #PMAGetsSocial
- 82. FREE & LOW COST EDITING & DESIGN TOOLS PHONTO RHONNA DESIGNS PIC FRAME FLIPAGRAMPICMONKEY INFOGR.AMCANVA PICTOCHART
- 83. 3. GO MOBILE OR GO HOME #PMAGetsSocial
- 84. #PMAGetsSocial
- 85. 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.
- 86. WEB CONTENT SHARED ON SOCIAL SHOULD BE MOBILE FRIENDLY
- 91. WHAT IS ONE OF THE BIGGEST CHALLENGES WE HAVE TODAY?
- 96. WHY SHOULD ANYONE CARE ABOUT CONTESTS? ?
- 98. 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
- 99. — @garyvee
- 100. The Power of Pinterest 2,189 PHOTOS RUN A CONTEST Crowdsource content from employees and residents.
- 101. DESUMMER FUN
- 102. CONTESTSARE THE GIFT THAT KEEPS ON GIVING
- 103. #ForRentLife
- 104. #PMAGetsSocial
- 108. ALIGN WITH A TV EVENT #PMAGetsSocial
- 110. ALIGN WITH A TV EVENT #PMAGetsSocial
- 111. ALIGN WITH A TV EVENT #PMAGetsSocial
- 112. ALIGN WITH A TV EVENT Source: Adobe SiteCatalyst WALKING DEAD #PMAGetsSocial
- 113. Source: Adobe SiteCatalyst ALIGN WITH A MOVIE JURASSIC WORLD
- 115. HAVE FUN - BE WITTY, NOT AWKWARD
- 116. INSTAGRAM TAKEOVERS
- 117. HOST AN INSTAMEET EVENT #PMAGetsSocial
- 119. 6. CROSS FUNCATIONAL TEAM INTEGRATION #PMAGetsSocial
- 120. BRANDS WILL BECOME EVEN SMARTER ABOUT RESOURCE ALLOCATION & INVESTMENT.
- 122. #PMAGetsSocial
- 123. FREE & LOW-COST EDITORIAL CALENDAR TOOLS HUBSPOT EXCEL GOOGLE CALENDAR TEAMUP WORDPRESS PLUGIN TRELLO COSCHEDULE BASECAMP#PMAGetsSocial
- 124. 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 #PMAGetsSocial
- 125. 7. SOCIAL PLATFORM DIVERSITY
- 127. THE RIFLE APPROACH SAYS DON’T GET INVOLVED IN A PLATFORM UNLESS YOU CAN DO IT RIGHT. - @JAYBAER #PMAGetsSocial
- 129. THE SHOTGUN APPROACH SAYS YOU SHOULD BE EVERYWHERE AND THAT TOTAL PLATFORM SIZE IS SECONDARY. (AND POSSIBLY IRRELEVANT) - @JAYBAER
- 131. FREE & LOW-COST EDITING & DESIGN TOOLS
- 132. 8. LIGHTS, CAMERA, MICRO-VIDEO #PMAGetsSocial
- 133. MICRO VIDEO
- 134. GOPRO & FACETIME TOURS
- 137. VINE
- 141. HYPERLAPSE
- 142. WHERE'S THE BEEF? FINDING RESOURCES FOR COMPELLING CONTENT & MEASURING ROI #PMAGetsSocial
- 145. GO BEHIND THE SCENES!
- 149. LOCAL THINGS TO DO #bestDMVsummer #PMAGetsSocial
- 150. GRAND OPENINGS #TheEsplanadeGO garnered 40+ tweets and photos! #PMAGetsSocial
- 156. Track how many people are Pinning from your website, seeing your Pins, and clicking your content. PINTEREST ANALYTICS
- 158. FACEBOOK INSIGHTS
- 159. TWITTER ANALYTICS
- 163. SEO & ADS THE QUICK & DIRTY #PMAGetsSocial
- 165. THE DECLINE OF ORGANIC #PMAGetsSocial
- 166. THE DECLINE OF ORGANIC Source: Sprinklr Organic reach dropped from 12% per fan in Oct. 2013 to 6% in Feb 2014. #PMAGetsSocial
- 167. THE NEW PLAYERS IN PAID SOCIAL Source: Sprinklr#PMAGetsSocial
- 168. INSTAGRAM & PINTEREST ADS #PMAGetsSocial
- 170. PINTEREST ADS
- 172. #PMAGetsSocial •OVEREDUCATE •GIVE AWAY FREE INFO •SPEAK HUMAN BLOGGING
- 173. CREATE CONTENT THAT PEOPLE INCENTIVE TO SHARE. WILL HAVE AN
- 175. 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
- 176. Q & A #PMAGetsSocial