2015 Social Media Trends - GCAA

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This document summarizes 2015 social media trends according to Erica Campbell Byrum, Director of Social Media. The key trends are: 1) Creating "Youtility" or useful content people would pay for, 2) The explosion of visual marketing using images, videos and infographics, 3) Advocacy through employee and customer generated content, contests and crowdsourcing, 4) Real-time marketing by aligning with trending events and topics, and 5) Adapting to mobile with responsive design, in-app features and wearable tech integration. The takeaways emphasize treating social media as a journalism role and dedicating resources to visuals and stories across all changing platforms.

Soziale Medien Immobilien

2015 SOCIAL MEDIATRENDS
ERICA CAMPBELL BYRUM
DIRECTOR OF SOCIAL MEDIA
CO-AUTHOR OF YOUTILITY FOR REAL ESTATE PASSIONATE PEOPLE
INNOVATIVE SOLUTIONS
QUALITY RESULTS
@EricaCampbell @AptsForRent

2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CMO’S SPEND ON SOCIAL MEDIA

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

5 SOCIAL MEDIA
TRENDS
1. Creating Youtility
2. Visual Marketing Explodes
3. Advocacy
4. Real-Time Marketing
5. Go Mobile Or Go Home

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

1. CONSUMER
BEHAVIOR CHANGE
Source: Jay Baer

2. REAL-TIME
REPUTATION
Source: Jay Baer

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

3. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer

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

WHAT SHOULD YOU
DO NOW?
Source: Jay Baer

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

THE DIFFERENCE BETWEEN
HELP AND HYPE IS JUST
TWO LETTERS, BUT THEY
MAKE ALL THE
DIFFERENCE.”
~ @jaybaer
“

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

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

CREATE CONTENT
THAT PEOPLE WILL HAVE AN
INCENTIVE TO SHARE.

#1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

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

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

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

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

VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

10 INSTAGRAM CONTENT IDEAS
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. Meet The Team

10 PINTEREST CONTENT IDEAS
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

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

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

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

WHY SHOULD ANYONE
CARE ABOUT
CONTESTS?
?
?
?
? ?
?
? ?
? ?
?
?

The Power of Pinterest
2,191
PHOTOS
}
RUN A CONTEST
Crowdsource content
from employees
and residents.

CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

TAKEAWAYS
We are all now media companies and need to think like
journalists.
We need to know each channel and what works best.
We need to dedicate resources to creating visuals, micro-videos
and collecting stories.
The shift to mobile has already happened. It’s time to embrace
that shift.
The only constant is change.
1.
2.
3.
4.
5.

ERICA CAMPBELL BYRUM
Director of Social Media
Co-Author of Youtility for Real Estate
Recipient of the 2014 PRNews Social Media MVP Award
@APTSFORRENT
+APTSFORRENT
/APTSFORRENT
/APTSFORRENT
/APTSFORRENT
@EricaCampbell
PASSIONATE PEOPLE
INNOVATIVE SOLUTIONS
QUALITY RESULTS

PASSIONATE PEOPLE
INNOVATIVE SOLUTIONS
QUALITY RESULTS

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This presentation was given on August 2, 2013 to the Virginia Association of Marketing Educators (VAME) summer conference via Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions and Homes.com. Social media is recognized as today’s front and center star in the branding and marketing arena. Beyond branding, social media provides organizations with additional immediate opportunities to enhance their results in many areas of businesses including sales, customer service, public relations, recruitment, and research and development. In this session, find out how tools such as Twitter, Facebook, Pinterest and Google+ are impacting the workplace, marketing and jobs of the future.

Social Media in the Workplace

Erica Campbell Byrum

What's Trending in #SocialMedia?

Erica Campbell Byrum

The New Social - Social Media ROI

Erica Campbell Byrum

It’s inescapable - you are CEO of the brand called YOU. You need a masterful online persona that represents your brand professionally and consistently. Consumers searching for real estate online are your best conversion-ready prospects. Since the first thing anyone will do when they hear your name is head over to Google, everyone needs to pay attention to, and carefully manage their online identities. Learn from Homes.com on how to optimize your online presence, use social media effectively and maximize your leads.

The Brand of YOU: Using Social Media & Building Your Online Reputation

Erica Campbell Byrum

If you're like most of us, you realize that having a strong social media presence is a must in today's business world. Chances are, you have a good grasp of the basics, and hopefully you are having fun while managing your brand online! Let's take your social media efforts to the next level! Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com will share the Top 5 Secrets to Make YOUR Apartment Community Stand Out from the Competition.

Top 5 Secrets to Make YOUR Apartment Community Stand Out From The Competition

Erica Campbell Byrum

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

Using Visual Social Media to Tell Your Story

Erica Campbell Byrum

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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1. 2015 SOCIAL MEDIATRENDS ERICA CAMPBELL BYRUM DIRECTOR OF SOCIAL MEDIA CO-AUTHOR OF YOUTILITY FOR REAL ESTATE PASSIONATE PEOPLE INNOVATIVE SOLUTIONS QUALITY RESULTS @EricaCampbell @AptsForRent

5. 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 or a brand wrote a product review online

6. 2014 9.4% 13.2% 21.4% 2015 2020 SOURCE: DUKE UNIVERSITY CMO SURVEY CMO’S SPEND ON SOCIAL MEDIA

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

8. SOCIAL MEDIA TRENDS 5

9. 5 SOCIAL MEDIA TRENDS 1. Creating Youtility 2. Visual Marketing Explodes 3. Advocacy 4. Real-Time Marketing 5. Go Mobile Or Go Home

10. 1. CREATING YOUTILITY

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

12. 3 REASONS WHY… Source: Jay Baer

13. 1. CONSUMER BEHAVIOR CHANGE Source: Jay Baer

14. Source: Jay Baer

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

16. Source: Jay Baer

17. Source: Jay Baer

18. 74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “

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

20.

21.

22.

23.

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

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

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

27.

28.

29.

30. $150,000 IN NEW LEASES

31. THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE.” ~ @jaybaer “

32. @j YOUTILITY

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

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

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

36. #1 REAL ESTATE BOOK ON AMAZON ONLY $2.99

37. 2. VISUAL MARKETING EXPLODES

38.

39.

40. Not just for selfies & recipes!

41.

42.

43. WHY IS VISUAL CONTENT IMPORTANT?

44. 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

45. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco

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

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

48. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.

49. 10 INSTAGRAM CONTENT IDEAS 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. Meet The Team

50. 10 PINTEREST CONTENT IDEAS 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

51.

52. INFLUENCERS

53. INFLUENCERS

54. INSTAGRAM CONTEST

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

56. PINTEREST BUT IT BUTTON

57. INSTAGRAM SHOP NOW BUTTON

58.

59. MICRO VIDEO

60. VINE & HYPERLAPSE Source: Raj Qsar

61. GOPRO & FACETIME TOURS

62. INSTAGRAM - OREO EXAMPLE

63.

64.

65. LIVE STREAMING VIDEO

66. LIVE STREAMING VIDEO

67. CANVA

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

69. 3. ADVOCACY

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

71. CONTENT

72. CONTENT IS KING

73. CONTESTS

74. CONTESTS IS KING

75. WHY SHOULD ANYONE CARE ABOUT CONTESTS? ? ? ? ? ? ? ? ? ? ? ? ?

76. CONTESTS CONTENT=

77. 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 “ ”

78. The Power of Pinterest 2,191 PHOTOS } RUN A CONTEST Crowdsource content from employees and residents.

79. DESUMMER FUN

80. CONTESTSARE THE GIFT THAT KEEPS ON GIVING

81. CROWDSOURCED ADS

82. #ForRentLife

83.

84. 4. REAL-TIME MARKETING

85. RIDE THE TRENDS

86. RIDE THE TRENDS

87. ALIGN WITH A TV EVENT

88.

89. ALIGN WITH A TV EVENT

90. ALIGN WITH A TV EVENT

91. MAKE IT PERSONAL

92. HAVE FUN

93. INSTAGRAM TAKEOVERS

94. HOST AN INSTAMEET EVENT

95. 5. GO MOBILE OR GO HOME

96.

97. RESPONSIVE DESIGN

98. IN-APP SEARCH

99. UN-BUNDLING APPS

100. UN-BUNDLING APPS

101. SOCIALIZING WEARABLE TECH

102. TAKEAWAYS

103. TAKEAWAYS We are all now media companies and need to think like journalists. We need to know each channel and what works best. We need to dedicate resources to creating visuals, micro-videos and collecting stories. The shift to mobile has already happened. It’s time to embrace that shift. The only constant is change. 1. 2. 3. 4. 5.

104. ERICA CAMPBELL BYRUM Director of Social Media Co-Author of Youtility for Real Estate Recipient of the 2014 PRNews Social Media MVP Award @APTSFORRENT +APTSFORRENT /APTSFORRENT /APTSFORRENT /APTSFORRENT @EricaCampbell PASSIONATE PEOPLE INNOVATIVE SOLUTIONS QUALITY RESULTS

105. PASSIONATE PEOPLE INNOVATIVE SOLUTIONS QUALITY RESULTS

2015 Social Media Trends - GCAA

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