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The White House is Worth What? How to Measure Social Media ROI - Witney Currey
- 1. 1 Section Title The White House is Worth What? How to Measure Social Media ROI Whitney Curry, Director of Social Media @WhitneyT
- 2. 22 New Kid on the Block • Role at Zillow: Director, Social Media • Hometown: Seattle, WA • Favorite social media network: Twitter • Hours/week spent on social media: 48 hours
- 3. 33 Why am I sitting here? I. INSPIRE II. EDUCATE III. INNOVATE
- 4. 44 New Kid on the Block
- 5. 55 New Kid on the Block
- 6. 66 Unpacking Zillow’s social media DNA
- 7. 77 Zillow’s social media footprint 2 million total followers/fans 205 million monthly users exposed to Zillow’s content on social media 60 thousand conversations with consumers Facebook Twitter Instagram Pinterest LinkedIn Google+
- 8. 88 Social Media Cornerstones I. There’s no such thing as over communicating I. Case study: #ZEarnings II. Data is your (best) friend I. Case study: #AskObamaHousing III. The consumer is the north star I. Case study: @Zillow
- 9. 9 THERE’S NO SUCH THING AS OVER COMMUNICATING Case study: #ZEarnings
- 10. 1010 There’s No Such Thing As Over Communicating TIP: When innovating with social, get cross functional buy-in on your business objectives and marketing plan
- 11. 1111 Case Study:#ZEarnings Social ROI – Increased Investor Participation: Social integration allowed for x2 the number of active call participants compared to past quarters – Social Audience Growth: 7x # of daily followers the week of #ZEarnings – Thought Leadership: Positioned Zillow as a thought leader in social media, Investor Relations, Legal
- 12. 1212 Case Study:#ZEarnings CNBC, Wall Street Journal, USA Today, Xconomy, Forbes, The Street, and more
- 13. 1313 Homework • What dusty best-practice in my day-to-day role is ready for innovation? • What does “winning” media coverage look like in my world? TIP: Don’t innovate on an island. Find a marketer you can trust to brainstorm with.
- 14. 14 DATA IS YOUR (BEST) FRIEND Case study: #AskObamaHousing
- 15. 1515 Data is Your (Best) Friend Leverage social data to drive real-time audience insights that shape the narrative of your brand TIP: Build your social infrastructure in advance of the storm to prepare yourself for real-time opportunities
- 16. 1616 Case Study: #AskObamaHousing • Social listening dashboards • Social trends analysis • Custom app development
- 17. 1717 Case Study: #AskObamaHousing Social ROI Brand authority & category leadership Government relations Earned media Site traffic
- 18. 1818 Homework • What qualitative, and quantitative, insights can I mine from my social community? • How can I invite my community into building decision making on social? TIP: Social is a free, and fast, focus group. Want to know something? Just ask?
- 19. 19 THE CONSUMER IS THE NORTH STAR Case study: @Zillow
- 20. 2020 The Consumer is the North Star
- 21. 2121 Case Study: @Zillow TIP: Establish customer services best practices. Level set with management.
- 22. 2222 Homework • What “user personas” are apart of your community? Develop a social plan that serves all demographics. • How are you using paid media to amplify owned social content? Are there opportunities to streamline process or reporting? TIP: Develop a content calendar, and stick to it. Consistency is key.
- 23. 2323 Key Takeaways I. Ask questions; set expectations I. What data and insights are most important to your organization? II. Iterate constantly on content I. Stick close to the data. Use social intelligence to drive business decisions. III. Plan ahead for your big moment I. Select strategic partners in advance of the storm.
- 24. 2424 What makes your property feel like a community and not a complex?
- 25. 2525 #AptLife Sweepstakes Win $1,000 towards a community-building event! 1. Capture what makes your property stand out as a community with a picture, video, memory, or idea. 2. Share those moments using the #AptLife hashtag on Instagram, Twitter, or Facebook. 3. Follow @ZRentalNetwork on Facebook, Twitter, and/or Instagram
- 26. 2626 Let’s Connect • Twitter: @WhitneyT & @ZRentalNetwork • Email: whitneyt@Zillow.com
- 27. 2727
Editor's Notes
- Thank you for having me. For the past 7 years I’ve been at Zillow, and I am responsible for the companies social media programs. Wonderful to be in a room of fellow social media nerds, and marketers First time attending this event, honored to be included.
- Great marketing is, at its core, storytelling. My hope for today is that, by sharing three case studies from Zillow’s social media playbook, I can help inspire you to take your existing social media marketing efforts to the next level. I also want to educate you with simple “news your can use” tips/advice curated specifically for multifamily social media pros. And lastly, I want to leave you with some follow up “homework” –essentially big ideas that will (hopefully) provoke the next layer of social innovation for your brands. Let’s get started.
- Zillow launched in 2006 with a mission of Turning On The Lights ---empowering consumers w/access to data and information to make smarter decisions about real estate. At launch, there were no real estate listings on Zillow. Simply “Zestimates” and raw data on XX million individual homes. Fast forward nearly 9 years, and Zillow has grown (a lot!). Zillow attracted nearly 90 million unique visitors in the peak home shopping month of 2014. Nearly 16 million rental shoppers come to Zillow rental sites and apps each month. The Zillow Rental Network is the largest rental network on the Web, comprised of the millions of rental shoppers on Zillow.com, Yahoo!, HotPads, and MyNewPlace Renters, are critically important to Zillow. Thus, you all ----the thought leaders and innovaters in the field of social marketing ---are critically important to Zillow. We come in peace, and with a mission to help make your lives easier. Zillow, through the Zillow Rental Network, is committed to helping you connect with more clients. On a personal level, we want to come alongside you---marketing professionals---with educational content and XXX that helps you advance your marketing career.
- Zillow.com is the largest rental site on the Web. Source: comScore Media Metrix Real Estate category ranking by Unique Visitors, November 2014, US Data The Zillow Rental Network is the largest rental network on the Web, comprised of the millions of rental shoppers on Zillow.com, Yahoo!, HotPads, and MyNewPlace. In addition, Zillow rental listings are also available through Zillow's popular suite of mobile apps and Zillow partners including AOL® Real Estate, MSN Real Estate and HGTV®'s FrontDoor®. Source: Zillow’s custom-defined ranking based on US Media Metrix comScore data, Rental Networks by Unique Visitors, November 2014; Zillow Rental Network is the unduplicated reach of Zillow.com Rentals, HotPads.com, Yahoo! Homes and MyNewPlace.com, Media Metrix Audience Duplication report, November 2014
- You may have noticed this week that Zillow launched XXXX, a new social media community just for you --multifamily marketing pros. However, this is not our first rodeo.
- Zilllow has been investing in growing our social brand, and surprising and delighting our followers across social for years. <speak to stats>
- Our success is due, in large part, to the obsession with three key social media cornerstones. We’ll spend the remainder of our time together today going through these principles, looking at a case study for each.
- Before social media was around, transparency and consumer empowerment was part of the company’s DNA. Company launched in 2006 by turning the lights on an often dark and confusion process- home shopping – and opening up millions of data points about homes across the country to help empower consumers to make smarter decisions about buying a selling a home. This obsession with info transparency has carried through our real estate data, site design, mobile apps, and of course---social media. So, when the SEC decided in April of 2013 that companies could now use social media to disclose material info to investors, we new it was also time to be a leader in the investor relations community. Reacted quickly, pitching senior leaders on the idea of using social media to accept questions for earnings call via social. This was a completely new concept for the IR, and so we worked very collaboratively to build a social marketing plan and define what success would look like for Zillow. -----which was access from ALL investors to Z leadership AND the ability to use social to touch more consumers.
- Was the campaign a success? Yes. Added 7x # of daily followers the week of #Zearnings Follow-up blog post addressed additional questions, continuing the conversation beyond Earnings Day Z has since won awards from legal and finance - Corporate Governance Awards, nominated for the PRWeek Awards 2014 in the Investor/Financial Communications Campaign of the Year
- Earned media coverage --- top tier media outlets
- Aug, approached by White House to design and produce an event connecting Obama DIRECTLY with consumers leveraging Zillow’s social media audiences The catch? The White House wanted to pull this event together within days. White House calls, you answer! Worked fervently to produce an Social Media Town Hall between Pres Obama and Zillow CEO. Event was social to the core----ran an integrated marketing campaign with a social call for questions. Obama – 34 million followers
- Tens of thousands of questions submitted on #AskObamaHousing (Vine, Insta, FB,YouTube). Wouldn’t have been possible without Workflow tools CS processes in place How do you share social with CS team? What reporting is in place? How do you communicate during non-business hours? What’s your SLA for social customer suppor Partnerships to produce custom FB apps Reporting infrastructure Used social data analysis and listening to identify they themes in questions
- Social + CS: 19% of all Zillow Social engagement was customer support related in December Self – Service: Zillow Social is a buffer for the core customer support team. 66% of social CS cases are solved without the help of a CS team member. Quick support: 70% of customer service requests submitted via social were responded to in 30 minutes or less.
- This is our ongoing social CTA. To differentiate our rentals social presence, we need to position ourselves as a partner that industry pros can look to not only for insight on how to best connect with Rachel, but for sharing their own success. To achieve this, we will facilitate an ongoing dialogue around what it means to create and market an experience that will Rachel, who is empowered with more variety, technology, and choice than ever before, will notice. Organized around the hashtag, #FindYourPlace, the campaign gives property managers an excuse to show off their work and their communities for an opportunity to win prizes, be featured, and be inspired with new ideas from their peers. This campaign will act as our primary social CTA (replacing a “follow us here”) and creates an opportunity for Zillow employees (primarily in-market sales) to participate and showcase our customers.