With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive. Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Hampton Roads Multifamily University event on 10/28/2015.

1. SOCIAL MEDIA &
DIGITAL TRENDS
FOR MULTIFAMILY
ERICA CAMPBELL BYRUM
Social Media Training & Communications
Co-Author of Youtility for Real Estate
@EricaCampbell @AptsForRent

2. TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL MARKETING EXPLODES
4. EMPLOYEE ADVOCACY
5. REAL-TIME MARKETING

8. used Facebook to
interact with a brand.
liked a product
on Facebook.
used Facebook to
research products
at least once a week.
wrote an online
post about a
product.
wrote a product
review online.

9. 2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

10. THE ROI OF SOCIAL MEDIA
IS THAT YOUR BUSINESS
WILL STILL EXIST
IN 5 YEARS.
“ “
- ERIK QUALMAN

11. 1. REPUTATION MATTERS

12. REPUTATION IS AN ASSET &
MUST BE MANAGED LIKE
OTHER ASSETS.

13. 92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

14. A DIFFERENCE OF ONE STAR
IN THE AVERAGE RATING
CAN LEAD TO A 5% - 9%
DIFFERENCE IN REVENUES.
- HARVARD BUSINESS REVIEW
“ “

15. 40%
60%
25% 17% 17% 15%
75% 83% 83% 85%
2010 2011 2012 2013 2014
Before Entering a Store In-Store
BUYING DECISIONS ARE MADE
ONLINE!
Source: Nielson

16. 1. ESTABLISH AN
IDENTITY

17. FOUR PILLARS OF “THE VIRTUAL
DOORWAY”
LISTINGS REPUTATION WEBSITE SOCIAL
300+ places your
business can be
found online.
Consumers control
the conversation
online.
Your web
presence must be
optimized for
mobile.
No longer a “nice
to have” it is now a
“must have.”

18. A BUSINESS’ VIRTUAL
DOORWAY IS WHAT YOU
SAY ABOUT YOURSELF!
DIGITAL FOOTPRINT

19. A BUSINESS’ VIRTUAL
DOORWAY IS WHAT
OTHERS SAY ABOUT YOU!
DIGITAL SHADOW

20. VIRTUAL DOORWAY IS ON THE WEB

21. VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

22. ONE OF THE BIGGEST ISSUES BUSINESSES FACE!
BEING FOUND

23. GOOGLE+
CONSISTENT BUSINESS
LISTING DATA
A SOCIAL MEDIA PRESENCE
GOOGLE REVIEWS
1
2
3
4
THE 4 THINGS EVERY
PROPERTY NEEDS:

24. GOOGLE+1

25. GOOGLE REVIEWS2

26. CONSISTENT BUSINESS
LISTING DATA
3

27. IMPROVE LISTING CONSISTENCY

28. OPTIMIZE
LISTINGS

29. A SOCIAL MEDIA
PRESENCE
4

30. 2. MANAGE REVIEWS

31. MONITOR REVIEWS
“I love this apartment!”
“Management is horrible!”

32. SEARCH GOOGLE
REVIEWS

33. SEARCH ON TOP REVIEW SITES

34. SEARCH YOUR COMPETITOR’S
REVIEWS
THIS IS A GIFT!

35. THE 3 TYPES OF
REVIEWS
2. NEGATIVE REVIEWS
3. HEALTHY, UNMANAGED REVIEWS
1. NO REVIEWS / NO RECENT REVIEWS

36. BEST PRACTICES FOR HANDLING
REVIEWS
RULE 1: Never write a response while angry.
RULE 2: Respond quickly and publicly.
RULE 3: Always assume the resident is right, even if you
know they’re not.
RULE 4: Show the steps you’ve taken to resolve the situation.
RULE 5: Take the conversation offline.

37. ASK
FOR
REVIEWS
During the
Lease-Signing
Process
Renewal
Office Visit
Work Order
/Call Back
Move
Out

38. 2. CREATING YOUTILITY

40. BEING A GREAT
MARKETER IS
HARDER THAN EVER
Source: Jay Baer

41. 3 REASONS WHY…
Source: Jay Baer

42. 1. CONSUMER
BEHAVIOR CHANGE
Source: Jay Baer

43. Source: Jay Baer
0
37.5
75
112.5
150
DAILY TIME SPENT, IN MINUTES
147
Smartphone
108
Computer
113
TV
50
Tablet

44. 2. REAL-TIME
REPUTATION
Source: Jay Baer

45. Source: Jay Baer

46. Source: Jay Baer

47. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

49. 3. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer

56. YOU ARE COMPETING
AGAINST THE PEOPLE
WE ACTUALLY LOVE
Source: Jay Baer

57. WHAT SHOULD YOU
DO NOW?
Source: Jay Baer

58. STOP TRYING TO BE
AMAZING, AND START
BEING USEFUL
Source: Jay Baer

62. IN NEW LEASES
$150,000

63. THE DIFFERENCE
BETWEEN HELP AND HYPE
IS JUST TWO LETTERS,
BUT THEY MAKE ALL THE
DIFFERENCE.
- @JAYBAER

64. YOUTILITY

65. YOUTILITY
SO USEFUL, PEOPLE
WOULD PAY
“
”
IS MARKETING
YOU FOR IT.

66. CREATE YOUTILITY THROUGHOUT
THE FUNNEL
Source: Jay Baer
— @JAYBAER

67. CREATE CONTENT
THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN

68. #1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

69. 3. VISUAL MARKETING EXPLODES

72. — @garyvee

75. Not just for selfies & recipes!

76. WHY IS VISUAL
CONTENT IMPORTANT?

77. 90%OF INFORMATION
TRANSMITTED TO THE BRAIN IS
VISUAL, AND VISUALS ARE
PROCESSED 60,000XFASTER IN
THE BRAIN THAN TEXT.
Sources: 3M Corporation and Zabisco

78. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

79. POSTS WITH
ATTRACT 3X MORE
INBOUND LINKS THAN PLAIN TEXT POSTS.
Source: SEOmoz
VIDEOS

80. VISUAL CONTENT IS
SOCIAL MEDIA-READY.
IT’S EASILY SHAREABLE AND
EASILY PALATABLE.
Source: Wishpond.com

81. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

84. 1. Meet The Team
2. Floor Plans
3. Resident Events
4. Customer Reviews
5. Lifestyle Content
6. Local
7. Staging Models
8. Videos
9. Expert Advice
10.Marketing Ideas
10 PINTEREST IDEAS

85. PHOTO/TEXT
URL
SEO-RICH DESCRIPTION
CATCHY TITLE
ATTRIBUTION

86. GET VERIFIED ON PINTEREST

87. PINTEREST ANALYTICS
Track how many people are Pinning from your
website, seeing your Pins, and clicking your content.

88. PINTEREST RICH PINS
Place Pin: Include a map, address and phone number.

89. PINTEREST BUY IT BUTTON

91. 1. Amenities
2. Specials
3. Resident Events
4. Lifestyle
5. Happy Residents
6. Company Culture
7. Behind The Scenes
8. Local
9. Sneak Peeks
10 INSTAGRAM IDEAS

93. INSTAGRAM ADS

94. INFLUENCERS

95. INSTAGRAM TAKEOVERS

96. INSTAGRAM CONTEST

97. Source: Raj Qsar
HYPERLAPSE

98. CANVA

99. PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART
FREE & LOW-COST
EDITING &
DESIGN TOOLS

100. 4. EMPLOYEE ADVOCACY

101. WHAT IS ONE OF THE
BIGGEST CHALLENGES
WE HAVE TODAY?

102. CONTENT

103. CONTENT
IS KING

104. CONTESTS

105. CONTESTS IS
KING

106. WHY SHOULD ANYONE
CARE ABOUT
CONTESTS?
?

107. CONTESTS CONTENT=

108. EMPLOYEE ACTIVATION
Your employees have a vested
interest in your company’s success.
They will be your most committed
and enthusiastic ambassadors.
Providing them the opportunity and
support to be visible spokespeople
on behalf of your brand drives
employee engagement, inspires
collaboration and improves customer
experiences.
“
”- Susan Emerick, IBM

109. The Power of Pinterest
2,189
PHOTOS
RUN A CONTEST
Crowdsource content from
employees and residents.

110. DESUMMER
FUN

111. CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

112. CROWDSOURCED ADS

113. #ForRentLife

115. 5. REAL-TIME MARKETING

116. RIDE THE TRENDS

117. RIDE THE TRENDS

118. RIDE THE TRENDS
PUMPKIN
SPICE

119. ALIGN WITH A TV EVENT

120. ALIGN WITH A TV EVENT

121. ALIGN WITH A TV EVENT

122. Source: Adobe SiteCatalyst
WALKING
DEAD
ALIGN WITH A TV EVENT

123. Source: Adobe SiteCatalyst
ALIGN WITH
A MOVIE
JURASSIC
WORLD

124. MAKE IT PERSONAL

125. TAKEAWAYS

126. TAKEAWAYS
Reputation is an asset and must
be managed like other assets.
We are all now media
companies and need to think
like journalists.
We need to dedicate resources
to creating visuals, micro-videos
and collecting stories.
The only constant is change.
1
2
3
4

127. @EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum