What's the Word? Social Marketing Buzzwords YOU Need to Know!
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As marketing professionals, it seems as though new industry buzzwords are literally buzzing by daily! Learning buzzwords and adopting trends can help you craft your social strategy to be one that not only engages and retains the attention of residents and prospects, but also promotes community awareness in the social space— giving you a competitive advantage. Join Ansley Sudderth, Social Media Training and Development Coordinator with For Rent Media Solutions™ in this #FRMSChat as she: - Breaks down social marketing buzzwords - Provides real-life, applicable examples - Shares valuable resources - And more!
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What's the Word? Social Marketing Buzzwords YOU Need to Know!
- 1. Ansley Sudderth Social Media Training & Communications Coordinator What’s the Word?: Social Marketing Buzzwords YOU Need to Know
- 3. • Why Are Social Buzzwords So Important? • The ABC’s of Social Marketing • What You Can Do Today! • Valuable Links • Q&A Agenda
- 8. Big Data
- 10. Brands that simplify customer decision- making are 115% more likely to be recommended! Corporate Executive Board, May 2012
- 11. Clean Slate
- 12. Newer, better, faster, cleaner, more transparent, more responsive
- 14. Clickability
- 17. What YOU think is important What interests the audience What’s relevant
- 21. Crowdsourcing
- 22. Crowd·sourc·ing ˈkrau̇d-ˈsȯr-siŋ Gettinga crowdof peopleto helpyou witha taskthatusedto take oneperson
- 24. Engagement
- 27. Flawsome
- 32. Instant Trust
- 36. Hashtag
- 37. •Creates a targeted user experience •Customizes your brand •Boosts brand awareness •Helps to track content •Information sourcing
- 38. • #love • #instagood • #me • #cute • #tbt • #photooftheday • #instamood • #beautiful • #picoftheday • #girl • #igers • #instadaily • #iphonesia • #follow • #happy • #tweegram • #summer • #instagramhub • #bestoftheday • #iphoneonly • #igdaily • #fashion • #nofilter • #food • #sunset • #sky • #fun • #instamood • #instagramers • #lol Source: http://web.stagram.com/hot
- 39. Newism
- 40. Creating new products, services and experiences on a daily, if not hourly, basis in every B2C industry. – trendwatching.com
- 41. Open Operation
- 43. Opting In
- 46. Sentiment
- 47. (n): statistics, or machine learning methods to extract, identify, or otherwise characterize the sentiment content of text.
- 48. •Flame Detection •Consumer Perception •Reputation Management Allows YOU to gauge your audience’s level of interest.
- 51. Second Screen
- 57. •Bite-sized pieces of information • Image-based •Easy to consume •Encourages the consumer to participate
- 59. Textiquette
- 60. •Be concise •Make it beneficial to the recipient •Keep it timely •Include a call to action
- 61. Word of Eye
- 62. “People don’t have time for words. Increasingly, we’re finding it’s the visual process, the ’show me, don’t tell me,’ that gets consumers hooked. – Julie Cottineau
- 63. Word of Mouse
- 66. Get visual!
- 68. YOUR PLACE FOR POWERFUL LEADS ™ To find out more about Homes.com Rentals and your exclusive advertisement benefits, contact DiscoverMore@ForRent.com or visit http://bit.ly/HomesRentals today! For Rent Media Solutions™ is turning up the power of your leads. Currently, your ForRent.com® advertisements, including FRVideo, are also featured on Homes.com® Rentals, an exclusive distribution channel for apartment and home rental listings nationwide. Homes.com, sister site to ForRent.com, has recently launched a national ad campaign that will reach 260 million consumers on targeted home networks. What does this mean for you? Dramatically increased exposure for your rental listings, to start!
- 70. WhatYou Can DoToday •Use words and trends that integrate seamlessly into your social and marketing strategy. •Stay on top of trends by accessing informational hubs. •Learn by example!
- 71. Valuable Links
- 72. • FRMS Review Cards: http://bit.ly/repmgmtebook • September Social Media Training Calendar: http://bit.ly/SocialMediaTrainingCal • Augmented Reality: http://bit.ly/13bpdXh • Hashtag Best Practices: http://bit.ly/HashtagBestPractices • Texting Best Practices: http://bit.ly/13awyMK • Word of Eye Marketing: http://bit.ly/19LAB4F Valuable Links
- 73. Q&A
Notas del editor
- Hi everyone, I’m AnsleySudderth, Social media training and communications coordinator with For Rent Media Solutions. Thanks for joining me today. In today’s session, we’re going to cover the ABC’s of social marketing. This session will delve and define words and trends most used in the social space as well as ways we can use and adopt them in the multifamily industry. So before we get started, we are using the hashtag #FRMSChat on twitter so if you have any feedback, questions or maybe some insight, feel free to use the hashtag and one randomly selected person will receive a $20 gift card! And we’ll announce the winner at the end of the webinar so hangout with us! Before I go over our agenda, I want to explain why we talk about social media every month…
- If you’re not familiar with FRSocial, please get with your For Rent account rep but FRSocial is a rich suite of tools exclusive to For Rent customers only. FRSocial is a social media solution made easy. FRSocialExpert concentrates on management, advertising, listening and education – saving you time and making social marketing easy. The package includes tools designed to enhance audience engagement and improve your online reputation, driving more leads to you. FRSocial positions you to gain a competitive edge by utilizing social media for your brand. This is WHY we touch on social media every month. The goal is to onboard and train you on Facebook, Instagram, Pinterest, Vine, etc. so that you are well equipped to use FRSocial at its optimal capacity. So again if you are interested in learning more about becoming an FRSocial Expert customer, get with your For Rent rep and we can set up a quick demo for you.
- Let’s start off with why we need to be in touch with buzzwords. From there, we will go over a list of the most used terms. Once you get a good sense of what these words and terms mean, I’ll share some ways you can implement the material and as always, I’ll send you on your way with some valuable links to use. Then we’ll wrap things up with any Q&A. I also want to remind you that there are two ways you can ask questions. The first way is by using the GoTo Webinar questions box. I can see those questions come in in real time and will most likely answer them on the spot. The second option is for you folks following along on Twitter. Our FRSocial expert is interacting with you right now if you’re using the hashtag but after we conclude the webinar, I will be jumping on Twtter as @AptsForRent to answer any other questions you may have! That being said, let’s get started and talk about why buzzwords, social marketing buzzwords in particular are important to know.
- Buzzwords in general get a bad rep. Many of you are probably sick of hearing the term leverage or paradigm shift, or traction or any other phrases and I both have probably uttered in the last 24 hours. Social buzzwords are a bit different in the sense that utilizing them can help build up your social strategy. Unlike general buzzords, social buzzords are more of ideas and trends than actual lingo.
- So let’s get started shall we?
- The first term to know is augmented reality (AR) which is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified by a smart device.
- If you put this technology in the hands of your prospects, they’ve probably downloaded an app like Layar where they can hold up their smart phone to find local businesses, restaurants, parks and just about anything else. The great news for you is that your apartment community will display in the app when someone is using it in your general area. If you encounter a prospect who’s hot button is local conveniences, you can suggest they use the Layar app to gauge the local eateries and businesses close by.
- Next up is big data…
- Big data or datatizationdrives and optimizes our decisions. And if you’re not familiar, according to Search Business Analytics, big data analytics is the process of examining large amounts of data of a variety of typesto uncover hidden patterns, unknown correlations and other useful information. And such information can provide competitive advantages over rival organizations like competing properties for example and result in business benefits, such as more effective marketing and increased revenue.So multifamily marketers use Big data will help us better predict prospect behavior.Now, over 2.7 Zetabytes of digital data exist today and the International Data Corporation estimates that by 2020, business transactions on the Internet will reach $450 billion dollars per day. That’s an astounding number but just consider that close to 1 million websites have integrated with Facebook (Uberly) and there are 575 likes and 81 comments made by Instagram users EVERY SECOND. (Digital Buzz Blog) So hitting that mark by 2020 doesn’t seem so unreachable after all.
- We’re coming to learn that brands who simplify acustomer’s decision-making are 115% more likely to be recommended! If you can implement easy ways to make that process simple, just think about all of the traffic you could have come to your site and your property! Some tactics to help your residents make the decision to renew leases could be to inject convenience and excellent customer service into their living experience so that they won’t want to move anywhere else.
- We touched on the clean slate topic last month
- In an effort to attract and win consumers, clean slate businesses inject new, fresh and unconventional tactics. We live in an age of the now where newer, better, faster, cleaner, more transparent and more responsive brands are appealing to the online consumer. We all know of the importance of reciprocating conversation and engaging your residents in a time sensitive manner. Brands with a clean slate mentality aim to build instant trust by having a positive reputation online and they’re easy to recognize which means they have a strong brand presence These brands also operate openly also with transparency which makes consumers feel like stakeholders and more part of the process
- The clean slate concept is also attractive to property management companies who have just acquired another property or have just established themselves. This concept cancels out history and heritage that a more establish property management company or property may have because actions are speaking for the brand rather than time. You may find yourself in this position where you may be struggling to establish your new property and measure up to the competing properties around you. The best thing you can do is offer great customer service because that speaks volumes above a property who’s been around for 15+ years but is only offering a mediocre living experience.
- Clickability is the desirability of a consumer interacting and clicking a hyperlinked object or word.
- As marketers, we are always finding new ways to get prospect to fill out guest cards and submission forms on our websites right? A new approach could be making your content more socially-friendly . Do you tweets come across as forced or a bit spammy? If so, maybe try a new avenue like sharing more visual content on Facebook like a picture of a floor plan with a link to it in your post. Even sharing an image of your property on Instagram with the link to your website in your bio may work for you and garner more clicks.
- Community culture is one of the foundations of resident retention
- But you must find the sweet spot in what you think is important and what interest’s the audience when it comes to content. Findingout what’s relevant to your brand and your audience is a start to building community culture.
- Culture is built from connections. And it takes more than one person to create culture. It all starts by inserting your community in the conversation. There’s no need to worry about HOW to start the conversation online because it’s going on all around us. What’s more important is that you connect. This is an example of making it easy on your residents and prospects to connect. Share your social networks and custom hashtag and you will ignite community culture. Social media is so powerful but you must make it easy for others to connect with your brand.
- You’re not part of a community if no one knows who you are. What better way to retain residents by giving them a shout out and showing your appreciation?
- Be less self-serving and share content that’s relevant to your residents. Décor tips are always a hit and they allow residents to make their apartment space feel like home.
- Think of crowdsouring as social outsourcing where everyone benefits
- We all know there’s power in numbers and crowdsourcing involves getting a crowd of people to help you with a task that used to take one person. So essentially, it’s building your audience to help you promote your brand.
- Coca cola ran an Instagram campaign called #Takeittothepark where they used crowd sourcing to generate thousands of photos of Instagram users and Coke advocates sharing images of their favorite park. Other brands are taking to the social space and following suit to build exposure and connections where the powers house behind the efforts is their very own consumer.
- Engagement is probably one of the most recognized terms in the social space only because it’s the backbone of online activity
- Engagement is all about story telling, experience sharing, question asking, calls to action. Without engagement, you’d probably feel like your tweeting, commenting, ‘Liking’ and sharing in the dark.
- At a surface level, the basis of a leasing professional’s job is to lease. But we all know it’s really to engage and connect with your soon-to-be resident right? There’s a lot of earned trust and psychology involved because this resident is entrusting their personal belongings, family and even pet with your community by living there. What if you changed your approach and stopped selling units and started engaging with prospects and residents? I bet you’d see an increase in signed leases in no time.
- Flawsome is a term you may not have heard before. I found a great snippet of video that describes quite nicely so let’s tune in to that…
- 00:12-00:28
- The brands you see here all share the communality that they’re not perfect. Admitting fault was taboo in the past but today, it not only humanizes a brand, it wins consumers. Like the video said, consumers want to see a marriage of a transparent brand with the attitude to admit it.
- In this dog eat-dog-world of marketing, brands are always finding new ways to outshine their competition. One of those ways is offering an immersive experience to the consumer. This means getting to enjoy or interact a product or service in a new way. This is usually done by way of visual engagement where the consumer is pulled into an experience.
- We’ve found ways to do this in the multifamily space by allowing prospects to dress their space with furniture to ensure the floor plan they’re testing is right for them. A prospect can click and drag a night stand into a bedroom as well as other furniture which ties into big data and the decision making process.
- Instant trust is a term that’s pretty selfexplanitory
- Gaining and keeping consumer trust is vital to any business especially when you’re in the market of leasing a product like an apartment home. You’re not just selling a random product here, you’re building assurance that your apartment community is going to keep your residents and their possessions safe. Instant trust can be established online with quick and timely responses to resident emails and phone calls. The same goes with prospect guest cards and inquires. Can you really afford to lose the amount of money a 12 month lease provides just because you never returned a phone call or email? I think not.
- Here you see RAM Partners is sharing how proud they are of maintenance tech, Steve Cook who is being recognized as a Marvelous Maintenance Star. So this is a great example of #1, giving your team members a shout out and recognition which helps prevent turnover and #2, this indirectly tells residents that they have a top notch maintenance tech at their property. We all know that fulfilled maintenance requests play a huge role in retaining residents so sharing content like this is great.
- Again, appealing to the emotions is a way to earn instant trust. RAM turned an unfortunate event into a positive by recognizing the fast-reacting local fire department when a fire broke out at the community. Again, they did a great job of recognizing the on-site team and indirectly are showing how responsive this particular property is when it comes to dire situations.
- A hashtag has now become the bred and butter of online conversations
- It’s very simple really, a hashtag is a word or phrase that begins with the pound symbol. A hashtag is useful when you are participating in a stream of conversation, say a twitter chat. Adding it to your Instagram photo or video will place that image in the category or categories with the same hashtag. It essentially is going to create a more targeted user experience, you can create your own hashtag for your property to customize your brand, and it’s very useful for tracking your content and information gathering.
- Just like any other sites, there are popular hashtagsand we pulled a list of all the top hashtags being searched and these are the hashtags you’re going to want to add to your photo descriptions when sharing if they apply. We encourage you to use anywhere from 3 plus hashtags every time you share a photo. It doesn’t take long at all because Instagram remembers your hashtags and auto populates them for you. This is the key to brand exposure. If you don’t use hashtags, you’re really in no man’s land. One thing you’ll see is that there are no spaces in the phrases. That’s key when using hashtags. When you space out a phrase, only the part connected to the pound symbol will be recognized. If this is a bit too much for you to take in, we will be sharing a quick article on hashtags coming up!
- We live in an era of instant gratification and we as consumers are expecting bigger, newer, better. This is known as newsim
- As marketers, we are meeting that demand by constantly creating new products, services and experiences on a daily, if not hourly basis. As a result, the term ‘new and improved’ has been beaten into the ground and devalued. This creates a new opportunity for us as marketers to promote and advertise from a different approach where the new is not a revamped version of the same thing but a entirely fresh experience overall. Ratherthan the same ol’ same ol’, adding fresh, engaging content to your social strategy definitely sounds better than repeating the same message you’ve have been for the last however many years. Share relevant news rather than talking about yourself. Ask questions, share images and ask residents to ‘caption’ them.
- One thing you can learn from the clean slate idea we touched on earlier, is that communication is two-way and participatory with influencers. This is also known as open operation
- Most brands used to and still do operate in a world where they are the main communicator with the consumer. Now, brands are creating a more transparent front in the social space by including the online community in the conversation. Consumers are finding the brand more credible with this approach. For example, when a friend of yours tells you how great a product is, you’re more likely to believe them vs. the brand itself telling you how great their product is. Same goes with ratings and reviews. Residents becomepart of the process, they become invested in the property and they remain retained.
- With a wide array of email subscriptions and text messaging programs being offered to consumers, by choosing to opt in, consumers expect to gain something of value in return for offering their contact information. Opting in to email lists and text alert allows the consumer to receive news, special offers, and content that is tailored to their interests.
- So when you go to the website of a company you like, say it’s West Elm, one of the first things you’ll see is a prompt to subscribe to emails. This is an example of opting in via email.
- So how can you implement this trend? I’ve shared before that we’ve introducedFRMobile’sText-a-Resident/Text-a-Prospect which is going to add more ease to your marketing strategy. With this, you can attract more renters, keep them excited about your community while helping you outshine your competition. This easy-to-use toolhelps you amplify your reach to capture more apartment shoppers. With FRMobile’s Text-a-Resident/Text-a-Prospect, a community can easily connect with renters and prospects who have opted in to receive important information and news.Text-A-Resident/Text-A-Prospect ( or what is also known as TAR/TAP) makes connecting with your residents and prospects easy, giving you the opportunity to keep in touch and share important news with them in real time.You can be one of the first 100 customers to sign up for a 6 month TAR/TAP Agreement and receive 60 days FREE! Did I get your attention?! Text TARDEMO to 47-368 for more information. Again, if you’re interested in this product, make sure you get in touch with For Rent representative
- Sentiment is just a fancy word for examining a piece of content like a tweet or resident review to gauge if it’s positive, neutral or negative.
- The definition of sentiment analysis is using statistics or machine learning methods to extract, identify and characterize the sentiment content of text. It’s finding words that indicate if someone is: For or against, likes or dislikes something. Deciphering if the object of review is good vs. bad, etc. Sentiment analysis is based on subjective impressions, not facts. It gauges attitudes, emotions and opinions.Sentiment analysis helps brands like multifamily communities with…
- Insights into flame detection meaning the ability to put out a potential online rant before it turns to full blown status. Sentiment analysis help us gauge consumer perception and of course is vital to reputation management. And ultimately, sentiment analysis is going to help you better gauge your audience’s level of interest.
- Let’s face it, brands play the ‘They Love Me, They Love Me Not’ game all the time. Brands go through the same stresses of constantly having to gauge ways they can win and keep their audience’s affection. Sentiment analysis is the method of being able to decipher one’s attitude or opinion of your brand based on the context clues of their messaging so that we’re not shooting in the dark.
- When you gauge positive sentiment, it’s important that you take action and seize the opportunity to get a positive review from your residents! How can you do this? Well, we’ve created a printable pdf of three heavily used review sites in the industry. You simply print and cut them out or send them to your professional printer to be printed on cardstock since these are business card dimensions. Either way, you will have these sitting on your desk in the leasing office so the next time your resident has a great experience, you hand them the card and ask them to share that experience!
- Second screen or second screening refers to the practice of actively participating in more than one media experience on more than one electronic device.
- Most of the time you’ll find yourself watching tv with your laptop or tablet in you lap and you’re catching up on email. Many times you’re browsing the web during commercials or you’re tweeting about the show you’re watching. Most times a show will have it’s own hashtag in the upper or lower right or left hand corner encouraging you to participate.
- 00:38-00:52Here is a great video that speaks to second screening
- So do we keep up with a society that has become a multi-screen culture? We know that attention spans are decreasing along with the opportunity to leave an impression. People are busy. That’s why it’s up to us to capture a prospects attention when they are browsing the internet for a place to live during a commercial break. As second screeners ourselves, we’ve created you Internet ad on For Rent.com to engage with and capture the attention of a web browsing prospect. Double Encore reports that second screening is used by over 85% of mobile device users monthly, with over 40% doing so daily
- One great example of a brand thinking off the cuff and capturing the attention ofsecond screeners is Oreo during the Super Bowl blackout. Being able to adapt and adjust to unexpected events is vital to any brand in the social space. This tweet garnered close to16,000 retweets.This goes to show that people are buys and a prospect is very likely to seek out their next living space while consuming TV. Inserting yourself into the online conversation will help keep their attention.
- Let’s transition to snackable content…
- Snackable content is bite-sized pieces of information, usually image-based where the meaning can be mentally consumed with ease. It gives depth to your messaging through the visual references and is meant to entice your audience to connect through your story.
- Ask yourself if your Facebook, Pinterest and Instagram content is snackable enough for your residents and prospects! You can measure this by the amount of comments. ‘Likes’ or shares you get and can adjust your social strategy accordingly.
- Who out there knows what textiquette is?
- Textiquette is the art of engaging with you audience through text messages while not coming across as pushy or spam-like. It’s being respectful while delivering your message. If you are using the Text a Resident/ Text a Prospect program, make sure you’re being concise, add value, keep it timely and give them a job to do as most calls to action do. Text message marketing is an efficient marketing tool to interact with residents and prospects. You can practically be guaranteed your message will be read. Hubspot found that 98% of sent text messages are read so a tool like Text a Resident/ Text a Prospect will most certainly work if you have good textiquette.
- Spend a few minutes online, and you’ll realize that photos and videos rule the social space. ‘Word of Eye’, is taking the digital world by storm. According to brand consultant Julie Cottineau, who coined the term ‘Word of Eye’, consumers are highly visual these days and technological advances have turned visual currency into the currency of choice.
- This means it’s more important than ever to use graphics and visuals to build your brand experience in order to encourage users to share your content. Use high-quality, interesting photos that capture your community at its best and be sure to include these images on your website and social media platforms. PicMonkey is a great tool for editing images and adding text in order to draw attention to your photos. Post these eye-catching images on your social media networks, especially those that are highly visual, such as Instagram and Facebook. If your image links to an article or website, be sure to pin it to Pinterest, too!Visual content is easy to create and share – after all, Facebook users upload over 350 million images per day and nearly 4 billion photos have been shared on Instagram. With stats like these, it’s easy to see why visual content rules the social space.
- n. Communication via computer-based means, such as e-mail, chat rooms, or newsgroups.
- You may be more familiar with W.O.M. marketing, also known as ‘word of mouth,’. ‘Word of mouth’ marketing started from conversational brand promotion, so the natural transition from ‘mouth’ to ‘mouse’ occurred as more interactions happen online, especially in the tech-savvy, multifamily industry.‘Word of mouse’ can be used to describe how you deliver your community’s message to multiple online mediums: Community websiteFacebook postsInternet listingsTwitterPinterest boardsEmail The term also includes any online interaction that involves your community’s brand that you may not have initially started. This interaction can include: online mentions, Facebook posts, tweets, reviews and more. Similar to the message distribution techniques of ‘word of mouth’ marketing, ‘word of mouse’ is a streamlined method to deliver a message quickly, as well as build your community’s presence online.
- Visual social media is all about letting the images do the talking…
- Users online are more likely to engage with brandsif the brand posts pictures versus any other type of media. So I encourage you to use your image assets to help tell your story. If you don’t have any visual assets, now may be the time to run an Instagram campaign so you can crowdsource and build up a image library.
- If you need a jumpstart on being more visual, For Rent Media Solutions™ (FRMS) is making it easier than ever for you to stay on trend with highly visual marketing solutions that fit any budget! Visual currency is the currency of choice for today’s consumers.According to Statisfacts, 53.9% of renters prefer their cell phones as a primary contact method. We interact online more than ever but the opportunity to engage with residents and prospects still remains. With FRMobile’s high impact visual tools, it is the perfect medium for showcasing your community. By incorporating an engaging diverse mix of visual tools into your 2014 marketing strategy, including print, web, mobile, social, and video, you will maximize your reach and gain new leads.
- And to end things a on a very exciting note, we are happy to announce that our sister site, Homes dot com has recently launched a national ad campaign that will reach close to 300 million consumers on targeted home networks like HGTV for example. What this means to you as a For Rent Media Solutions customer is that collectively, we are turning up the power of lead generation giving you added exposure in Homes’ Rentals distribution channel for apartment and homes rental listing nationwide!We’re excited about this and if you’d like any more information, don’t hesitate to contact DiscoverMore@ForRent.comor visit http://bit.ly/HomesRentals today!
- So, we’ve covered quite a bit of vocabulary today, it’s like we just took the SATs right?! Well, here are some tips you can put into play today…
- Don’t try to cram all of the material we covered all at once. I encourage you to go back to this recording and adopt these words and trends as you see fit and only when they apply
- Considering how much ground we’ve covered today, you can’t leave without some valuable links right?
- We’ve tweeted most of these during the session so make sure you go to Twitter to get the links. We will also share these with you now. Use these resources toget ahandle on the lingo and trends to implement. We also hope to see you in our Septemebersessions!
- At this time, I’m happy to take any questions you may have. As question start to come in, we are going to get ready to announce moment you’ve been waiting for!
- The winner is… Congrats and thanks for participating on Twitter. If you would, please DM us your info and eel will get your giftcard in the mail!
- Thanks to all of you who are listening. We hope you can take multiple ideas and apply them to your social strategy. And if you want to check out any upcoming webinars feel free to visit the Social Media Training cal as it’s updated monthly. Make sure you follow and Like us on our social channels, we absolutely love interacting with you! So, on behalf of For Rent Media Solutions, thank you for listening and will see you next month!