1.
DEFINING 2016:
SOCIAL MEDIA & DIGITAL TRENDS
ERICA CAMPBELL BYRUM
Director of Social Media
Co-Author of Youtility for Real Estate
@EricaCampbell @AptsForRent

2.
TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES
4. EMPLOYEE & FAN ADVOCACY

3.
150 Million
300 Million
300hours of
video
uploaded
every minute
6 Billionhours of video
watched
every month
Source: Digital Insights, February, 2016
NUMBER OF USERS
more than
ON YOUTUBE
1.49 Billion
320 Million

4.
IT
HR
CUSTOMER
RETENTION
MKTG &
SALES
SEO
COMP
ANALYSIS
SOCIAL
MEDIA
6 TRADITIONAL BUSINESS FUNCTIONS
ENHANCED BY SOCIAL MEDIA

5.
2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

6.
THE ROI OF SOCIAL MEDIA
IS THAT YOUR BUSINESS
WILL STILL EXIST IN 5 YEARS.
“
- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS

7.
SOCIAL MEDIA TRENDS
4

8.
1. REPUTATION MATTERS

9.
REPUTATION IS AN ASSET &
MUST BE MANAGED LIKE
OTHER ASSETS.

10.
92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

11.
A DIFFERENCE OF ONE STAR
IN THE AVERAGE RATING
CAN LEAD TO A 5% - 9%
DIFFERENCE IN REVENUES.
- HARVARD BUSINESS REVIEW
“ “

12.
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

13.
We check our phones
150 times
a day
Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report

14.
Source: Google
MICRO-MOMENTS

15.
Source: Google

16.
1. ESTABLISH AN IDENTITY

17.
WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

18.
WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

19.
FOUR PILLARS OF
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.”
“THE VIRTUAL DOORWAY”
A BUSINESS’S VIRTUAL DOORWAY IS FAR MORE
IMPORTANT THAN THEIR ACTUAL DOORWAY.

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 “SNACK PACK” RESULTS
MOBILEDESKTOP

24.
KNOWLEDGE GRAPH

25.
THE 4 THINGS EVERY
PROPERTY NEEDS TO
IMPACT LOCAL SEARCH:

26.
1
GOOGLE+ &
MAPS LISTING

27.
CONSISTENT BUSINESS LISTING DATA
ACROSS MORE THAN 300 SITES
2
THE BIG 4
Create and correct listings on the following:
DATA PROVIDERS
Syndicate local business listings to four major
data providers through Listing Distribution

28.
GOOGLE REVIEWS3

29.
A SOCIAL MEDIA
PRESENCE
4

30.
OPTIMIZE
LISTINGS

31.
2. MANAGE REVIEWS

32.
SEARCH ON TOP REVIEW SITES

33.
SEARCH YOUR COMPETITOR’S
REVIEWS
THIS IS A GIFT!

34.
THE 3 TYPES OF
REVIEWS
2. NEGATIVE REVIEWS
3. HEALTHY, UNMANAGED REVIEWS
1. NO REVIEWS / NO RECENT REVIEWS

35.
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.

36.
3. IMPROVE ENGAGEMENT

37.
CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

38.
HAVING A SOCIAL MEDIA
CHANNEL YOU DON’T MONITOR
IS LIKE HAVING PHONE LINES AT
YOUR PROPERTY THAT ARE
NEVER ANSWERED.
1. CUSTOMER SERVICE

39.
CONSUMERS DECLARE THEIR
INTENTIONS ON SOCIAL MEDIA
DAILY!
I need to find an
apartment in
Dallas!
I need help
moving!
I’m looking for a
roommate!
2. GENERATE LEADS

40.
3. BUILDING FANS
YOUTILITY & VISUAL CONTENT

41.
2. CREATING YOUTILITY

42.
BEING A GREAT MARKETER
IS HARDER THAN EVER
Source: Jay Baer

43.
3 REASONS WHY…
Source: Jay Baer

44.
1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

45.
Source: Jay Baer
0
37.5
75
112.5
150
DAILY TIME SPENT, IN MINUTES
147
Smartphone
108
Computer
113
TV
50
Tablet

46.
2. REAL-TIME REPUTATION
Source: Jay Baer

47.
Source: Jay Baer

48.
Source: Jay Baer

49.
74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

50.
3. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer

51.
YOU ARE COMPETING
AGAINST THE PEOPLE
WE ACTUALLY LOVE
Source: Jay Baer

52.
WHAT SHOULD YOU
DO NOW?
Source: Jay Baer

53.
STOP TRYING TO BE
AMAZING, AND START
BEING USEFUL
Source: Jay Baer

54.
in new leases!
$150,000

55.
THE DIFFERENCE
BETWEEN HELP AND HYPE
IS JUST TWO LETTERS,
BUT THEY MAKE ALL THE
DIFFERENCE.
- @JAYBAER

56.
YOUTILITY

57.
YOUTILITY
SO USEFUL, PEOPLE
WOULD PAY
“
”
IS MARKETING
YOU FOR IT.

58.
CREATE CONTENT
THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN

59.
#1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

60.
3. VISUAL CONTENT EXPLODES

61.
— @garyvee

62.
Not just for selfies & recipes!

63.
WHY IS VISUAL
CONTENT IMPORTANT?

64.
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

65.
40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

66.
VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

67.
A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

68.
1. Meet The Team
2. Floor Plans
3. Resident Events
4. Resident Reviews
5. Lifestyle Content
6. Local
7. Staging Models
8. Videos
9. Expert Advice
10.Marketing Ideas
10 PINTEREST IDEAS

69.
CHECKLISTS & INFOGRAPHICS
24.3KSOCIAL ENGAGEMENTS
4,697UNIQUE VISITORS
6,502
PAGE VIEWS

70.
Source: Adobe SiteCatalyst
WALKING
DEAD
ALIGN WITH A TV EVENT
3.1KSOCIAL ENGAGEMENTS
6,888UNIQUE VISITORS
10,296
PAGE VIEWS

71.
A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

72.
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 INSTAGRAM IDEAS

73.
HASHTAG

74.
RUN AN INSTAGRAM CONTEST

75.
INSTAGRAM TAKEOVERS

76.
FACEBOOK REACTIONS

77.
•Questions are an easy
way to increase fan
engagement on
Facebook
•Types of questions:
Fill in the blank, yes/
no, either/or, “like/
comment if”
•Posts including action
words such as “Post,”
“Comment,” “Take,”
“Submit,” “Like” &
“Tell Us” prove to gain
more engagement
INCLUDE A CTA

78.
•Posts with 80 characters
or less get 66% more
engagement
•Pair text with a powerful
image
LESS IS MORE

79.
RECIPES ~ PETS ~ DECOR ~ LOCAL

80.
Prepare for especially busy days by scheduling your
Facebook updates in advance.
SCHEDULE YOUR POSTS

81.
INTEGRATE INSTAGRAM

82.
FACEBOOK ADS

83.
INFOGRAPHICS

84.
CANVA

85.
PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART
FREE & LOW-COST
EDITING &
DESIGN TOOLS

86.
LIVE STREAMING
VIDEO

87.
40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

88.
PERISCOPE

89.
• #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

90.
Casey Van Zant blah blah
LIVE

91.
LIVE
145M
VIEWS

92.
4. EMPLOYEE & FAN ADVOCACY

93.
WHAT IS ONE OF THE
BIGGEST CHALLENGES
WE HAVE TODAY?

94.
CONTENT

95.
CONTENT
IS KING

96.
HOW DO WE SOLVE
THIS CHALLENGE?

97.
CONTESTS

98.
CONTESTS IS
KING

99.
CONTESTS CONTENT=

100.
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

101.
CONTENT - A -THON
255
STATUS UPDATES
30+
BLOG TOPIC IDEAS

102.
The Power of Pinterest
2,202
PHOTOS
RUN A CONTEST
Crowdsource content from
employees and residents.

103.
DESUMMER
FUN

104.
CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

105.
CROWDSOURCED ADS

106.
#ForRentLife

107.
WIN WIN

108.
9 WINNING
METHODS
BEFORE
CONTEST
1. Set Goals
2. Define Contest
3. Concepting
4. Plan Promotion
5. Select a Prize
DURING
CONTEST
6. Seed and Promote
7. Manage
AFTER
CONTEST
8. Crown
9. Measure

109.
YOURFANS
BECOME YOUR...
CONTENT CREATORS

110.
NEARLY 7,000PHOTOS,
200+VIDEOS, 900PINTEREST BOARDS
&THOUSANDSOF NEW CONTENT
CONTRIBUTORS

111.
CONTESTS CONTENT=

112.
TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES
4. EMPLOYEE & FAN ADVOCACY

113.
TAKEAWAYS

114.
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

115.
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum