Social Media Authenticity - How to Brand Your Assets Individually with Scaling Portfolios - Multifamily Social Media Summit
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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.
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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
- 2. Cohn & Wolfe 2016 Authentic 100 @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
- 6. YOU RESIDENT THE AUTHENTICITY GAP 1 COMMUNITY @Nicole_Mintiens #multifamilysms2017
- 7. YOU RESIDENT THE AUTHENTICITY GAP 10 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
- 8. YOU RESIDENT THE AUTHENTICITY GAP 30 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
- 9. YOU RESIDENT THE AUTHENTICITY GAP 60 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
- 10. THE AUTHENTICITY GAP YOU RESIDENT 100+ COMMUNITIES @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
- 15. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
- 16. “where luxury and convenience CONVERGE!” I want to live… - Unmotivated Copywriter @Nicole_Mintiens #multifamilysms2017
- 17. “always fresh, forever ORIGINAL apartment.” I want an… - No resident, ever. @Nicole_Mintiens #multifamilysms2017
- 19. CHECKLIST MARKETING (EFFICIENT > EFFECTIVE) THE AUTHENTICITY GAP
- 22. BRAND AUTHENTICITY: EXPRESSING VALUES AT EVERY TOUCHPOINT @Nicole_Mintiens #multifamilysms2017
- 23. EMBRACE BRAND VALUES TO CLOSE AUTHENTICITY GAP YOU RESIDENT THE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
- 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
- 27. BETTER UNDERSTAND CUSTOMERS (THROUGH RESEARCH) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP >2000% BETTER THAN AVERAGE MULTIFAMILY CONVERSION RATE
- 28. COMPETE WITHOUT COMPETITION (WHEN TRULY UNIQUE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 30. BEST PRACTICES (DO OR DIE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 31. AUTOMATE RELATIONSHIPS (PUSH TO ALL CHANNELS) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 32. LIMITED ENGAGEMENT (HELLO? THIS THING ON?) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 33. INCREASE ADVERTISING (INCREASE EXPOSURE WITH LIMITED BUDGET) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 34. MEASURE ROI (PROVE YOUR VALUE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 37. DECREASE COST PER CLICK (INCREASING RELEVANCE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
- 39. FOCUS SOCIAL PRESENCE (IMPROVED EFFECTIVENESS) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP TOP REFERRAL SOURCES BY NEW USERS G5 MULTIFAMILY
- 41. SCALEABLE PLANNING with the Kipling Method @Nicole_Mintiens #multifamilysms2017
- 42. STEP 1 START WITH WHY @Nicole_Mintiens #multifamilysms2017 WHY? BUSINESS OBJECTIVE(S) TO BE IMPACTED
- 47. STEP 2 MONITOR & LISTEN @Nicole_Mintiens #multifamilysms2017 WHAT? CHANNELS TO ACCOMPLISH THE “WHY” CONVERSATIONS ABOUT: ● YOUR COMPANY ● YOUR INDUSTRY ● YOUR COMPETITORS ● RELEVANT TOPICS ● RELEVANT HASHTAGS
- 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
- 53. STEP 3 WHO ARE YOU? WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ACKNOWLEDGE & AMPLIFY BEHAVIORS
- 54. STEP 3 WHO ARE YOU? WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” DISCOVER COMPETITIVE ADVANTAGES
- 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
- 61. STEP 4 WHERE’S YOUR TEAM? COLLABORATE TO COMMUNICATE WHERE? TEAM MEMBER LOCATIONS @Nicole_Mintiens #multifamilysms2017
- 62. STEP 5 SCHEDULE CONSISTENCY PLANNING IS A CONTINUOUS PROCESS, NOT A DOCUMENT. When? POSTING, REPORTING & REVIEW SCHEDULING @Nicole_Mintiens #multifamilysms2017
- 63. STEP 6 ALIGN METRICS TO “WHY” MAP TRACKING TO BUSINESS OBJECTIVE(S) How? ALIGN KPIs & RESOURCES TO OBJECTIVE @Nicole_Mintiens #multifamilysms2017
- 64. STEP 6 ALIGN RESOURCES TO “WHY” CULTURAL SUPPORT FROM EMPLOYEES & LEADERS How? ALIGN KPIs & RESOURCES TO OBJECTIVE
- 65. Cohn & Wolfe 2016 Authentic 100
- 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