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The Power of Storytelling
(or How to “COPE” with Content)
Stephanie Reid-Simons
Director, Content Marketing
Zillow
1multifamily-social-media.com
2multifamily-social-media.com
This talk is about stories. Here’s mine.
ZillowNewspapers
Amazon
3multifamily-social-media.com
So many stories being told in so many places …
It’s a recipe for content #FOMO
4multifamily-social-media.com
Our story, today
Your communities.
Your story.
Learn to COPE with FOMO
(fear of missing out)
ROI = long game
5multifamily-social-media.com
Your community is ...
6multifamily-social-media.com
Your community should also be this!
7multifamily-social-media.com
Everyone is a potential fan
… and renter or referral … if you make them
FEEL something
8multifamily-social-media.com
Tell a story your audience wants to hear
Help and answer,
inspire and create,
discover and share,
evoke emotion.
Know your communities
and understand what will
resonate with your
potential residents.
Apply the “80-20 Rule.”
9multifamily-social-media.com
Learn to #COPE
Create Once
Publish Everywhere
(COPE)
One piece of good content Multiple pieces of great content
10multifamily-social-media.com
Where will you tell your story?
1
+1
11multifamily-social-media.com
A blog is a commitment
You don’t want to be
a media company
You want to
showcase your
excellence
…and be top of mind
in the industry, or
with residents and
potential residents
12multifamily-social-media.com
Sometimes it’s better just to be a blogger
Zillow Advice
Real estate Q&A
Quora
Q&A from experts,
celebrities and
“regular folks”
And don’t forget
community
newspapers …
13multifamily-social-media.com
A Zillow COPE story: #HOMEis
A great concept can support multiple channels.
(And it can be a simple concept. What’s more simple than
inviting people to talk about what home means to them?)
14multifamily-social-media.com
COPE in action
Twitter
Landing Page
InstagramFacebook
User Generated Content
15multifamily-social-media.com
Example: Go Pro
Instagram
Twitter
Facebook
16multifamily-social-media.com
Example: Nordstrom
Corporate Facebook Local Facebook
17multifamily-social-media.com
ROI is a long game
18multifamily-social-media.com
Key takeaways
Emotion drives action.
And you can drive emotion!
Facing content challenges?
COPE-ing can help.
ROI is a long game.
Follow me on social:
@betterlater

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