RECORDING: http://bit.ly/UsingVisualSocialMedia With the origins of social media stemming back to the '70s, approaches of brands engaging with their target audiences have transformed to more 'show' tactics rather than the traditional 'tell' tactics. Ansley Sudderth, Social Media Training and Communications Coordinator for ForRent.com™, and Erica Campbell, Director of Social Media for Dominion Homes Media™, illustrated how the shift in social media has become more visually-based and how you can adopt these trends to boost brand awareness. Attendees leave knowing how to: - Create Visual Content - Crowd Source Using Your Content - Showcase Your Story

2. Agenda
• The Logic Behind the VSM Shift
• Create Visual Content & Crowdsource
• Mix It Up: Content Distribution
– Pinterest
– Instagram
– Facebook
• Let’s Get Visual
– Valuable Links
• Q&A

3. The Logic Behind
the VSM Shift

5. ...

7. Create Visual Content
& Crowdsource

8. Branded Photos

9. Infographics

10. eBooks/Guides

11. Crowd·sourc·ing
ˈ ȯr-siŋ
krau̇d-ˈs
Getting a crowd of people to help you
with a task that used to take one person.

12. Nearly 1,000 photos
submitted

13. Mix It Up:
Content Distribution

14. Pinterest

17. The Power of Pinterest

18. The Power of Pinterest

19. The Pinterest Audience

20. Categories & Board Names
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%) 4. Books Worth Reading (1.68%)
5. Inspiration/Education (9.0%) 5. Food (1.23%)
6. Holidays/Seasonal (3.9%) 6. Favorite Places & Spaces (1.00%)
7. Humor (2.1%)
7. Recipes (0.75%)
8. Products (2.1%)
9. Travel (1.9%) 8. Craft Ideas (0.74%)
10. Kids (1.8%) 9. Christmas (0.72%)
10. Crafts (0.65%)
Source: RJ Metrics

21. Pinterest:
10 Board Ideas

22. 1. Introduce Your Team

23. 2. Showcase Your Listings

24. 3. Resident Testimonials

25. 4. Lifestyle Content
• Seasonal Boards
• Apartment Décor
– Small Spaces
– Closets
– Organization
• Recipes
• Hobbies
– Fashion/Style
– Sports
• Crafts/DIY Projects

26. 5. Local
• Cities
• Neighborhoods
• Dining Guide
• Shopping
• Nightlife
• Transportation
• Events
• Entertainment
• Schools
• Local Businesses
• Beauty/Spas

27. 6. Include Video

28. 7. Apartment Staging Ideas

29. 8. Moving Tips

30. 9. Marketing & Leasing Ideas

31. 10. Resident Event Ideas

32. Pinterest:
Image Optimization Best Practices

33. Source: RJ Metrics 2012

34. Timing of Pins
Source: Pinerly Study

35. Include a Description, Link &
Call-To-Action

36. ‘Pin It’ Button & Bookmarklet

37. Add Pricing & Hashtags

38. Creative Board Names & Captions

39. Curate Content: Run a Contest

40. Pinterest Resources
• PinAlerts: Receive email notifications whenever
someone pins something from your website.
• Pinerly: Suite of tools to post and measure. Suggests content
you should pin.
• Curalate: Finds and consolidates comments and
conversations. Tracks trends, aids discovery of fans and
advocates.
• Pinfluence: Measure your popularity on Pinterest and value
of each pin.
• Repinly: Find the most popular pinners, boards and pins on
Pinterest.
• PinReach: Understand engagement (repins, followers, pins,
likes, comments, trends)
• Pinpuff: Find out what your influence and popularity is on
Pinterest.

41. User Insight & Competitive Intel

42. Instagram

43. Stories about
locations told through
compelling and beautiful
photographs

44. Instagram Stats
• 90 million Monthly Active Users
• 40 million Photos Per Day
• 8500 Likes Per Second
• 1000 Comments Per Second

46. How It Works
• 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
Photo: http://louisville.styleblueprint.com

47. Filter Options

48. Filter Options
Before After

49. Search Users & Hashtags
• #love • #tweegram
• #instagood • #summer
• #me • #instagramhub
• #cute • #bestoftheday
• #tbt • #iphoneonly
• #photooftheday • #igdaily
• #intsamood • #fashion
• #beautiful • #nofilter
• #picoftheday • #food
• #girl • #sunset
• #igers • #sky
• #instadaily • #fun
• #iphonesia • #instamood
• #follow • #instagramers
• #happy • #lol
Source: http://web.stagram.com/hot

50. Engage With Users

52. What Can Brands Do?
• 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

54. Set Up Your Profile
• Select your username
• Include your logo
• Craft a description
• Provide a website URL
• Follow other users
• Recruit residents &
staff to follow the brand

55. Curate Content
Nearly 1,000 photos
submitted

56. Curate Content

57. Instagram Facebook App

58. Instagram Resources

59. Brands to Follow for Inspiration
• Red Bull • Gucci
• Nike • Mashable
• Michael Kors • Starbucks
• HGTV • MTV
• Pottery Barn • Puma
• Tory Burch • American Express
• Nordstrom • W Hotels
• Ann Taylor • ESPN
• Tiffany & Co. • ADIDAS
• Sharpie • Burberry
• Patagonia • Levi’s

60. Facebook

61. Source: Hubspot

62. Use Creative Cover Photos

63. FRSocial: Cover Photo &
Welcome App

64. Use Milestones for Storytelling

65. Create Photo Albums

66. Memes

67. Branded Quotes

68. Event Teasers

69. Create a Sense of Nostalgia

70. Encourage Interaction

71. Fill-In-The-Blank Posts
Fill-in-the-blank
posts generate
about 90% more
engagement
than the average
post.

72. Create Branded Fill-In-The-Blanks

73. Ask Questions
Posts that end
with a question
have a 15% higher
engagement rate.

74. ‘Pin’ A Post

75. Star Stories

76. Let’s Get Visual

77. Favorite Photo Tools

78. 6 Exercises to Become More Visual
1. Always use a photo when possible
2. Don’t overcomplicate your messaging, the image should
do most of the talking
3. Optimize all photo assets for SEO, branding & findability
4. When pinning and sharing photos on Instagram, use at
least three hashtags to drive reach
5. Refresh your Facebook cover photo a few times a
month
6. Curate content by hosting a contest or promotion

79. Valuable Links
• Using Visual Social Media To Tell Your Story:
http://bit.ly/TyYDGj
• Are You Pinterest-ed In a Business Page?:
http://bit.ly/WM2mPE
• Using #Instagram for Your Community:
http://bit.ly/10SbgBF
• Learn Effective Strategies on Pinterest {White Paper}:
http://bit.ly/Vs5yAp

80. Q&A