This presentation was delivered at the San Diego County Apartment Association Exposition on April 10th by Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell Byrum, Director of Social Media for Dominion Homes Media, the umbrella division for For Rent Media Solutions and Homes.com discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
2. • Social Media Stats
• Strategy
• Social Media Marketing Trends
– Social Signals
– Facebook
– Photo Sharing
– Video
– Microblogging
• Ignition Points
Agenda
8. • Increase brand awareness, reach and retention
• Increase website traffic and drive leads
• Humanize your voice
• Position yourself as the local expert
• Recruiting and hiring
• Provide thought leadership and credibility
• Effectively market promotions, specials and events
• Manage your online reputation
• Improve search engine rankings
• Establish partnerships
Define Objectives and Goals
9. • Passion
• Social media savvy
• Enthusiasm
• Good communicator and writer
• Knowledge of brand touch points
• Good technical skills with computers and online apps
• Willingness to take on the time commitment required
Recruit Super Fans
10. • 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 want your customer
experience to feel like?
• Identify types of content
• Integration is key
Develop a Content Strategy
21. • Followers/Likes/Check-ins/Google+/Shares
• Mentions
• Frequency
• Topic/Relevancy
• Reputation/Authority/Influence Social Signal
• Engagement (Klout) Ranking Factors
• Length of time online
22. •Recruit Fans
•Get a Vanity URL
www.facebook.com/username
Cross Promote:
•On your Website
•In your Emails
•In your Office
•Email Signatures
•Brochures/Print
Polish & Promote Your Pages
http://developers.facebook.com/docs/plugins/
44. Brands can feature a
promotion on their
page, allow users to
claim it and have the
coupon sent directly to
the user’s email or
mobile device.
Offer Post
77. • 90 million Monthly Active Users
• 40 million Photos Per Day
• 8500 Likes Per Second
• 1000 Comments Per Second
Instagram Stats
78. • Snap a photo with your mobile phone
• Choose from 20 different filters to transform the image
• Tag the photo with a foursquare location
• Include a message & use hashtags
• ‘Like’ & comment on posts from other users
• Search the site & app to discover content
How It Works
83. • Curate content ranging from loosely
brand-related to product-specific
• Engage with users to build trust and an
online community
• Drive traffic back to your website and
social channels
• Run contests and provide giveaways
• Humanize the brand image
What Can Brands Do?
85. • Select your username
• Include your logo
• Craft a description
• Provide a website URL
• Follow other users
• Recruit residents and
staff to follow the brand
Set Up Your Profile
105. Ignition Points
1. Start your search for your internal social media rock star.
2. Develop a social media policy.
3. Decide on the themes for your content, create a content
calendar and make the promise to post.
4. Establish an ambassador program.
5. Create a cohesive branded look for all social profile skins.
6. Create some videos and upload photos.
7. Promote events, specials and promotions on social media
networks.
8. Select a unique hashtag.
9. Launch a contest.
10. Have fun and test things.
Notas del editor
These social media stats on how consumers are using social media to connect with brands and influence purchase decisions really help to validate our social media offering.
Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
Paid Media: Involves purchasing media which is important and needed in key periods to drive more engagement. Owned media: Is where a brand controls the media channel like a website or social media channel. This makes you more portable. Earned Media: "Earned media" is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However, this has really evolved to more of permanent word- of –mouth that is being created through social media. There is no money being exchanged but it isn't free. You are paying in time.
Social media signals show extremely high correlation and associate with good rankings in Google. The correlation coefficient is displayed on the x-axis. Greater values along the x-axis (e.g. Facebook Shares) have a positive correlation (the more, the better) while lower values (Title Character Length) have a negative correlation. Therefore, we can say that the largest correlation occurs between Facebook Shares and the lowest between the Position of Title Keywords.
A study found that Google + 1’s had a significant result of 0.41 which allows us to assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed
Increase sharing and site trafficBoost visitor engagementGive users a personal experience
You have to start paying for content and find a way to make yourself an authority, to make a rockstar out of one of your writers, or suck it up and hire someone who already is a rockstar and get them to write for your site. In today’s Web economy, the actual writer matters for ranking and it matters for links. It comes down to great content and relationships. Just like in the offline world. With a verified email: If you have an email address on the same domain as your content, you can go to plus.google.com/authorship to verify it. Using the form on that page will add your email address to the Work section of your profile, which by default is viewable only by your circles. You can keep your email private if you wish. It will also add a public link to the domain of the email address to the Contributor to section of your profile.Without a verified email: If can’t verify an email address on the same domain (say if you’re a contributor to the Huffington Post but don’t have a Huffington Post email address) you can still link your content to your Google+. In these circumstances, you’ll want to do it from your Author page on that site. Just link to your Google+ page in the bio area and Google will be able to pick that up. You can do it directly from the content, itself, but you don’t have to. You’ll also want to add the rel=me tag.
Ansley
Erica:According to RJ Metrics in 2012, over 80% of pins are repins on Pinterest.
Use Pinterest as a means to drive traffic back to your website,blog or apartments. Any image you post to your boards that originates from your source should include a link that takes followers back to the full listing or story.