Leveraging Social Media Marketing Trends in the Apartment Industry
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Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
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Leveraging Social Media Marketing Trends in the Apartment Industry
- 1. Leveraging Social Media Marketing Trends Erica Campbell Director of Social Media For Rent Media Solutions & Homes.com @ericacampbell
- 2. Agenda • Social Media Landscape • Strategy • Social Media Marketing Trends – Social Signals – Facebook – Photo Sharing – Video – Microblogging – Google+ – Mobile • Ignition Points
- 4. 52 percent of a brand‟s reputation can be attributed to how social it is online, according to global executives in a recent study. Source: Weber Shandwick & Forbes Insights 2011 Flickr: Creative Commons Mavis
- 5. On Average, Facebook fans spend an extra $72 on products & are 41% more likely to recommend products vs. non-fans. Source: Knowledge Networks Flickr: Creative Commons Owenbrown
- 6. The mobile PC category is poised to soar from 347 million units in 2012 to more than 809 million by 2017 Touch Computing Photo: agbeat.com, Source: NPD DisplaySearch
- 7. 1 billion monthly active users & more than 604 million mobile monthly active users as of October 2012. Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com
- 8. Social Media Is Becoming More Influential At Each Phase Of The Connected World
- 9. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
- 10. Consumers are Engaged in Social Commerce on Facebook Facebook Users in US 1 Billion Shared Product 35 Million (1 out of 4) 25% Asked for Recommendation 19% 26 Million (1 out of 5) 16% Driven to Purchase 22 Million (1 out of 6) Source: Social Commerce IQ
- 11. Pinterest Stats
- 15. Two Giant Sources of Traffic
- 16. Changing How Consumers Gather Information
- 17. STRATEGY
- 18. Product Development Marketing Online Presence • Lead Generation • Feedback • Message Reach • Ratings & Reviews • Early Warning • Brand Reputation • Communities • New Product Ideation • Rich Media • Customer Stories • Influence Sales Customer Service HR/Legal • Leads & Referrals • Listening • Recruitment • Collaboration • Retention • Overall Counsel • Thought Leadership • Outreach A tool to be leveraged across the fabric of the Get Organized company: different functions, uses and values
- 19. • Increase brand awareness, reach & retention • Increase website traffic • Humanize your voice • Recruiting & hiring • Provide thought leadership & credibility • Effectively market promotions, specials & events • Manage your online reputation • Improve search engine rankings • Establish partnerships • Build additional value Define Objectives & Goals
- 20. • Passion • Social media savvy • Enthusiasm • Good communicator & writer • Knowledge of brand touch points • Good technical skills with computers and online applications • Willingness to take on the time commitment required Recruit Superfans
- 21. • 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 Develop a Content Strategy & Choose Your Social Identity
- 22. Develop a Content Calendar
- 23. “A social media policy should not only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
- 24. Fuel growth & visibility Spark & join conversations Enlist community of fans Establish authentic presence How To Get Started
- 25. SOCIAL SIGNALS
- 26. 2009
- 27. 2011
- 28. 2012
- 32. • Followers/Likes/Check-ins/Google+/Shares • Mentions • Frequency • Topic/Relevancy • Reputation/Authority/Influence Social Signal • Engagement (Klout) Ranking Factors • Length of time online
- 33. •Recruit Residents •Get a Vanity URL www.facebook.com/username • On Your Website • In Your Emails • In Your Office • Email Signatures • Brochures/Print • Door Hangers Polish & Promote Your Pages/Profiles http://developers.facebook.com/docs/plugins/
- 34. Google Author Tag & Google+ Circles
- 35. Social Extensions (Connect Google+ to Ad Words)
- 37. Social Signals • Optimize all of your social profiles • Increase „Likes‟, Shares & Comments • Associate with people that will share your message • Have a keyword focus (without stuffing) • Keep tabs on your online reputation management • Promote your pages & profiles Social Signals Tips
- 38. FACEBOOK
- 39. Use Creative Cover Photos
- 42. Fan Acquisition
- 44. Timing of Posts
- 45. Timing of Posts
- 50. @ Tag Businesses Partnership Marketing: Design Concierge Services & Green Partners Deliver Value
- 51. Fill-in-the-blank posts generate about 90% more engagement than the average post. Fill-In-The-Blank Posts Source: Facebook
- 52. Posts that end with a question have a 15% higher engagement rate. Questions Source: Facebook
- 53. ‘Pin’ a Post
- 54. Star Stories
- 55. Create an Event
- 56. 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
- 57. Facebook Chat
- 58. Facebook Advertising System Source: BlitzMetrics.com
- 59. Page Post Story (Your „Likes‟) & Page Likes Page Post Like (Friends of fans who have (Friends of your fans) liked your posts) Sponsored Story Ads Amplify your organic content and positive fan behavior. Source: BlitzMetrics.com
- 61. Facebook Connect
- 62. Facebook • Facebook Insights • Facebook „Offers‟ • Optimize your profile • Facebook advertising • Consider Edge Rank & Open Graph factors for Facebook‟s algorithm • Run contests • Include photos • Create „Events‟ Facebook Tips
- 63. PHOTO SHARING
- 64. Use Pinterest to Visually Highlight Products & Services Source: Modea
- 65. Top 10 Categories on Pinterest 10 Most Popular Board Names 1. Home (17.2%) 1. For the Home (3.15%) 2. Arts and Crafts (12.4%) 2. My Style (1.97%) 3. Style/Fashion (11.7%) 3. Products I Love (1.86%) 4. Food (10.5%) 5. Inspiration/Education (9.0%) 4. Books Worth Reading (1.68%) 6. Holidays/Seasonal (3.9%) 5. Food (1.23%) 7. Humor (2.1%) 6. Favorite Places & Spaces (1.00%) 8. Products (2.1%) 7. Recipes (0.75%) 9. Travel (1.9%) 8. Craft Ideas (0.74%) 10. Kids (1.8%) 9. Christmas (0.72%) 10. Crafts (0.65%) Pinterest Categories & Board Names Source: RJ Metrics
- 66. Best Time to Pin Source: Pinerly Study
- 67. Pin From Your Website & Add Links in Description
- 68. Showcase Your Properties & Include Prices
- 69. Introduce The Team Board
- 70. Create an Event Board
- 71. • Cities • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Beauty/Spas • Professional Services Position Yourself as a Local Expert
- 72. Video & Customer Testimonial Board
- 76. How It Works Rally together some of the industry‟s top pinners and trendsetters to collaborate on photos and pins that will be an inspiration to your followers. Engage Your Fans Encourage your fans to follow your Pinning Party board and have them repin 10 of their favorite images to their own board titled the same as your board. Ask them to add a link to your Pinterest board in a comment on your blog. Pinning Party
- 77. User Insight & Competitive Intel
- 81. Flickr Account
- 83. Post text, photos, quotes, links, music, and videos from your browser, phone, desktop, email or wherever you happen to be. You can customize everything, from Tumblr Account colors to your theme's HTML.
- 84. Memes
- 85. INFOGRAPHICS
- 86. eBooks
- 87. Photo Sharing • Pinterest is the fastest growing site ever • Pinterest delivers a ton of referral traffic • Great for property shots • Phonto app to add branding • Run a photo contest • Regular engagement with audience • Create local expert Pinterest boards • Use hashtags • PinAlerts, Pinreach, Pinpuff, Pinerly, Repinly Photo Sharing Tips
- 88. VIDEO
- 89. YouTube Account
- 90. Video SEO
- 91. Playlists & Annotation Players
- 94. Video • Keep it concise (2 min or less) • How-To videos, community videos, resident testimonials, answer top questions, neighborhood videos • Create playlists • Create community • Optimize: titles, descriptions, keywords, tags • YouTube Analytics (demographics, audience retention, traffic sources, playback locations) • Link to AdSense for monetization Video Tips
- 95. MICROBLOGGING
- 96. Create a Twitter Profile & Hashtag
- 97. Contests, Incentives & Provide Value
- 100. Linky Party
- 101. “Upcycling is the process of converting waste materials or useless products into new materials or products of better quality or a higher environmental value.” ~ Wikipedia Upcycling Photo: http://www.alittletipsy.com
- 102. Upcycling
- 103. Microblogging • Blogger outreach • Make tweet less than 120 characters for the RT • Use hashtags • Use @Replies • Include URL in the first 25% of the tweet to get more RT‟s • Bring old content back to life • Wefollow.com – top tags and people • Twellow – top Twitter users by city • Tweriod – gives you the best times to tweet • Pitchengine.com – create better content to share via social networks, search engines and mobile devices • Bitly/Tinyurl – Shorten & track URLs Microblogging Tips
- 104. GOOGLE+
- 105. Google+ Account
- 106. Google+ Hangout
- 107. Exclusive Content
- 108. Google+ • Social Signals are the new links. Add the Google +1 button to your site • Create your Plus page, link to your site • Add important people to circles • Optimize your Circle names • Create how-to content • Recycle existing content • Connect your HOA to your YouTube Account • Tag people & other brands • Use hashtags Google+ Tips
- 109. MOBILE
- 110. The Process of designing and developing websites that are able to react to user’s actions and detect the medium where the site is currently being watched in order to provide the best experience possible to the user in terms of Responsive Web Design navigability and readability. Photo: webdesignshock.com
- 111. There are 6 Billion mobile subscribers worldwide & over 1.2 Billion people accessing the web from their mobile devices. Mobile Users Source: Digitalbuzzblog.com
- 112. Google earns 2.5 Billion in mobile ad revenue annually. Mobile Revenue Source: Digitalbuzzblog.com
- 113. Mobile searches have quadrupled in the last year. Mobile Searches Source: Digitalbuzzblog.com
- 114. Create & claim your apartment & allow residents Location-Based to “check-in”. Provide a Social Networks rotating set of special offers.
- 116. Augmented Reality
- 118. Mobile • Keep mobile in mind • Prepare your websites & optimize for search & social • Experiment with QR codes & Augmented Reality • Mobile loyalty programs • Engage consumers with texting • Run contests Mobile Recap
- 119. IGNITION POINTS
- 120. Ignition Points 1. Start your search for your social media ambassador. 2. Decide on the themes for your content, create a content calendar & make the promise to post. 3. Combine social media with traditional marketing & promotions. 4. Create a cohesive branded look for all social profile skins. 5. Create some videos & upload photos. 6. Promote events, specials & promotions on social media networks. 7. Select a unique hashtag. 8. Launch a contest.
- 121. Follow Me
- 122. Q&A
Notas del editor
- Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
- 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.
- People make decisions based on the trust of their friends. Facebook has created a social layer that exposes those relationships that have always been there, between people's real friends. Because those relationships are visible, think of all these dots with lines connecting them. This created an advertising system that sits on top of that and allows you to inject your content. Now let's say your content is testimonials, specials, videos, whatever kinds of content might be interesting. Identify who your best customers are; not people who could be customers, but people who already love you. Amplify what you already have that's great. That's what Facebook is; it's a word of mouth amplifier.
- Amplify your organic content and positive fan behavior via Sponsored Stories. Beating Google 3:1, highly relevant content and you enlists friend’s recommendations.
- Create a pinboard that features the bestphotos and video footage of the annualevent you host to help you generate buzzand promote the next one. You can create a “Behind TheScenes” board that features a lot of picturesfrom events that we have hosted.
- For its 2013 catalog teaser, IKEA has unveiled that they will be adopting augmented reality in their future catalogs to add a layer of information and interactivity through mobile. When the page is scanned, it will bring up extra content, like customization options or pictures of the furniture in use.
- The Starbucksaugmented reality campaign “Cup Magic app” allowed you to send and receive virtual Valentine messages.
- Released Valentine’s Day-themed cups that contain virtual experiences that can be unlocked through the use of a smart phone.