Nicole Mintiens' (G5) portion of the session co-presented with CWS Apartment Homes' Director of Digital Marketing, Julie Halsey, at the Multifamily Social Media Summit in Napa, CA February 2, 2017.
Brand experience Peoria City Soccer Presentation.pdf
Social Media Authenticity - How to Brand Your Assets Individually with Scaling Portfolios - Multifamily Social Media Summit
1. SOCIAL MEDIA
AUTHENTICITY
HOW TO BRAND YOUR ASSETS INDIVIDUALLY
WITH SCALING PORTFOLIOS
Nicole Mintiens
Data Analysis & Insights
Manager, G5
Julie Halsey
Director of Digital Marketing
CWS Apartment Homes
@Nicole_Mintiens
#multifamilysms2017
3. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
AUTHENTICITY:
HONESTLY expressing
VALUES through
EVERY INTERACTION.
@Nicole_Mintiens
#multifamilysms2017
4. “78% of consumers
DO NOT THINK brands
are OPEN and HONEST.”
- Cohn & Wolfe 2016 Authentic 100
THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
5. THE AUTHENTICITY GAP
YOU
THE AUTHENTICITY GAP
RESIDENT
AUDIENCE EXPECTATIONS
VS ACTUAL
BRAND EXPERIENCES
@Nicole_Mintiens
#multifamilysms2017
11. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
UNDERSTAND
YOUR CUSTOMERS
and their EXPECTATIONS
to SUCCEED in SOCIAL
@Nicole_Mintiens
#multifamilysms2017
12. THE AUTHENTICITY GAPTHE AUTHENTICITY GAPAND REPUTATION TOGETHER
BRINGING BRAND
@Nicole_Mintiens
#multifamilysms2017
13. LIMITED
RESOURCES
(PLUS HIGH CHURN)
“60%
OF ORGANIZATIONS HAVE A
1-3 PERSON
SOCIAL MEDIA TEAM.”
- Salesforce, 2015 State of Marketing
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
25. “If you need maintenance requests
or just about anything, the staff
will accommodate you in ways I
haven't experienced before in an
apartment complex.”
need maintenance requests or just about anything, the
staff will accommodate you in ways I haven’t experienced
before in an apartment complex.
If you
@Nicole_Mintiens
#multifamilysms2017
48. STEP
2
FOCUS PRESENCE
BUILD AUDIENCE BEFORE EXPANDING
@Nicole_Mintiens
#multifamilysms2017
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
”BEFORE YOU FILL A STADIUM,
YOU HAVE TO FILL A CLUB.”
- Scott Stratten, Unmarketing
49. STEP
2
FOCUS RESOURCES
STOP TASKS THAT DON’T AID OBJECTIVE.
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
@Nicole_Mintiens
#multifamilysms2017
50. TOP REFERRAL SOURCES BY CONVERSIONS
(G5 Multifamily)
FOCUS LIMITED RESOURCES FOR EFFECTIVENESS
OBJECTIVE = DRIVE CONVERSION
Note: These are Google Analytics referral
sources of G5 WEBSITE conversions
meaning users visited these sites prior to
converting on a G5 multifamily website.
NOT conversions that occurred on these
sites (i.e. Yelp/Apartments.com)
51. STEP
2
AUTOMATE CAREFULLY
BUSINESS IS BUILT ON RELATIONSHIPS
@Nicole_Mintiens
#multifamilysms2017
ROBOTS CAN’T BUILD RELATIONSHIPS.
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
52. STEP
3
WHO ARE YOU?
REWARD ACTIONS THAT REFLECT VALUES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
“CULTURE is the
#1 PREDICTOR of SUCCESS.
NOT BUDGET, NOT RESOURCES.”
- Mark Schaefer,
Consultant to Adidas, Verizon, HGTV & the U.S. Air Force
55. STEP
3
WHO ARE YOU?
DISCOVER COMPETITIVE ADVANTAGES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY IDEAL RESIDENTS
○ “Why did you choose us over the competition?”
● IDENTIFY DIFFERENTIATORS
56. STEP
3
WHO ARE YOU?
DISCOVER COMPETITIVE ADVANTAGES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY IDEAL RESIDENTS
○ “Why did you choose us over the competition?”
● IDENTIFY DIFFERENTIATORS
● TARGET & TEST NEW MESSAGING
57. STEP
3
WHO ARE YOU?
DISCOVER COMPETITIVE ADVANTAGES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY IDEAL RESIDENTS
○ “Why did you choose us over the competition?”
● IDENTIFY DIFFERENTIATORS
● TARGET & TEST NEW MESSAGING
● OPTIMIZE UNIQUE VALUE
PROPOSITIONS (UVPs)
58. STEP
3
WHO DO YOU SERVE?
USE DATA TO UNDERSTAND RESIDENTS
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
59. STEP
3
WHO WILL BE INVOLVED?
LEVERAGE YOUR PEOPLE’S POTENTIAL
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
“EMPLOYEES ARE
YOUR SINGLE
GREATEST
MARKETING ENGINE.”
- Jay Baer YouTility
60. STEP
3
WHO WILL BE INVOLVED?
CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
66. START CLOSING THE GAP
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAP
1. Highlight examples of brand values
2. Set up listening alerts for every property
3. Survey residents to find competitive
advantages
4. Distribute a survey to find and promote
hidden talents of employees
5. Glean insights from CWS Apartments