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Workshop: An Apartment Manager’s Crash Course on Social Media Marketing by Erica Campbell Byrum
- 1. SOCIAL MEDIA MARKETING CRASH COURSE ERICA CAMPBELL BYRUM Director of Social Media Co-Author of Youtility for Real Estate @EricaCampbell @AptsForRent #MFSMS
- 2. TRENDS 1. REPUTATION MATTERS 2. CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES 4. EMPLOYEE & FAN ADVOCACY 5. REAL-TIME MARKETING 6. GO MOBILE OR GO HOME
- 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. MONTHLY USERS MONTHLY MOBILE UNIQUE VISITORS & REVIEWS MONTHLY USERS MONTHLY USERS MONTHLY USERS MONTHLY USERS 1.49 BILLION 83 MILLION 304 MILLION 300 MILLION 300 MILLION 100 MILLION
- 10. PR SALES CUSTOMER RETENTION MARKETING SEO COMP ANALYSIS SOCIAL MEDIA 6 TRADITIONAL BUSINESS FUNCTIONS ENHANCED BY SOCIAL MEDIA
- 11. Remain Competitive Build Trust & Relationships Increase Exposure & Traffic Build Your Brand Identity Customer Service Lead Generation Improve Search Rankings Growth of Business Partnerships Improve Sales Market Insights Reduce Marketing Costs More Loyal Residents Personalized Service BENEFITS OF SOCIAL MEDIA
- 12. 2014 9.4% 13.2% 21.4% 2015 2020 SOURCE: DUKE UNIVERSITY CMO SURVEY CHIEF MARKETING OFFICER’S SPEND ON SOCIAL MEDIA
- 13. THE ROI OF SOCIAL MEDIA IS THAT YOUR BUSINESS WILL STILL EXIST IN 5 YEARS. “ - ERIK QUALMAN , AUTHOR OF SOCIALNOMICS
- 16. REPUTATION IS AN ASSET & MUST BE MANAGED LIKE OTHER ASSETS.
- 17. 92% OF INTERNET USERS READ REVIEWS AND 89% OF PEOPLE SAY REVIEWS INFLUENCE THEIR PURCHASE DECISIONS. - E TAILING GROUP “ “
- 18. A DIFFERENCE OF ONE STAR IN THE AVERAGE RATING CAN LEAD TO A 5% - 9% DIFFERENCE IN REVENUES. - HARVARD BUSINESS REVIEW “ “
- 19. 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
- 21. Source: Google
- 22. 1. ESTABLISH AN IDENTITY
- 23. 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”
- 24. WHAT YOU SAY ABOUT YOURSELF! DIGITAL FOOTPRINT
- 25. WHAT OTHERS SAY ABOUT YOU! DIGITAL SHADOW
- 26. VIRTUAL DOORWAY IS ON THE WEB
- 27. VIRTUAL DOORWAY IS ON SOCIAL MEDIA
- 28. ONE OF THE BIGGEST ISSUES BUSINESSES FACE! BEING FOUND
- 29. GOOGLE+ CONSISTENT BUSINESS LISTING DATA A SOCIAL MEDIA PRESENCE GOOGLE REVIEWS 1 2 3 4 THE 4 THINGS EVERY PROPERTY NEEDS:
- 30. GOOGLE+1
- 31. GOOGLE REVIEWS2
- 32. GOOGLE SNACK PACK RESULTS
- 33. KNOWLEDGE GRAPH
- 34. CONSISTENT BUSINESS LISTING DATA ACROSS MORE THAN 300 SITES 3 THE BIG 4 Create and correct listings on the following: DATA PROVIDERS Syndicate local business listings to four major data providers through Listing Distribution
- 38. PROFILE IMAGE 110 X 110 DESCRIPTION WEBSITE LINK IMAGE SIZE 640 X 640 (A 1:1 RATIO)
- 40. SEO-RICH DESCRIPTION LINK & GET SITE VERIFIEDLOCATION
- 46. MONITOR REVIEWS “I love this apartment!” “Management is horrible!”
- 48. SEARCH ON TOP REVIEW SITES
- 49. SEARCH YOUR COMPETITOR’S REVIEWS THIS IS A GIFT!
- 50. THE 3 TYPES OF REVIEWS 2. NEGATIVE REVIEWS 3. HEALTHY, UNMANAGED REVIEWS 1. NO REVIEWS / NO RECENT REVIEWS
- 51. SAY YOU’RE SORRY! I’m really sorry you had a negative experience at our property. We really pride ourselves on providing good customer service and an exceptional experience. 1
- 52. LEAVE SOME MARKETING I’m really sorry you had a negative experience at our property. We really pride ourselves on providing good customer service and an exceptional experience. 1 2 This must be an isolated incident, as normally people rave about our customer service - from the leasing agent at our property. I am anxious to hear what happened to see if we can rectify the situation.
- 53. GET THE CUSTOMER ON THE PHONE! I’m really sorry you had a negative experience at our property. We really pride ourselves in providing good customer service and an exceptional experience. This must be an isolated incident, as normally people rave about our customer service - from the leasing agent at our property. I am anxious to hear what happened to see if we can rectify the situation. I’d love for you to call me so we can work this out. My name is Erica Byrum and I’m the property manager - please give me a call at 555.666.777. 1 2 3
- 54. 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.
- 55. ASK FOR REVIEWS During the Lease-Signing Process Renewal Office Visit Work Order /Call Back Move Out
- 60. CUSTOMER SERVICE GENERATING LEADS BUILDING FANS SUCCESSFUL SOCIAL MARKETING
- 61. HAVING A SOCIAL MEDIA CHANNEL YOU DON’T MONITOR IS LIKE HAVING PHONE LINES AT YOUR PROPERTY THAT ARE NEVER ANSWERED. 1. CUSTOMER SERVICE
- 62. 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
- 63. 3. BUILDING FANS YOUTILITY & VISUAL CONTENT
- 66. BEING A GREAT MARKETER IS HARDER THAN EVER Source: Jay Baer
- 67. 3 REASONS WHY… Source: Jay Baer
- 68. 1. CONSUMER BEHAVIOR CHANGE Source: Jay Baer
- 69. Source: Jay Baer 0 37.5 75 112.5 150 DAILY TIME SPENT, IN MINUTES 147 Smartphone 108 Computer 113 TV 50 Tablet
- 70. 2. REAL-TIME REPUTATION Source: Jay Baer
- 71. Source: Jay Baer
- 72. Source: Jay Baer
- 73. 74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “
- 75. 3. ENORMOUS COMPETITION FOR ATTENTION Source: Jay Baer
- 82. YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE Source: Jay Baer
- 83. WHAT SHOULD YOU DO NOW? Source: Jay Baer
- 84. STOP TRYING TO BE AMAZING, AND START BEING USEFUL Source: Jay Baer
- 89. THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE. - @JAYBAER
- 90. YOUTILITY
- 91. YOUTILITY SO USEFUL, PEOPLE WOULD PAY “ ” IS MARKETING YOU FOR IT.
- 92. CREATE YOUTILITY THROUGHOUT THE FUNNEL Source: Jay Baer — @JAYBAER
- 94. “THE RIFLE APPROACH SAYS DON’T GET INVOLVED IN A PLATFORM UNLESS YOU CAN DO IT RIGHT.” - @JAYBAER
- 96. THE SHOTGUN APPROACH SAYS YOU SHOULD BE EVERYWHERE AND THAT TOTAL PLATFORM SIZE IS SECONDARY (AND POSSIBLY IRRELEVANT). - @JAYBAER
- 98. CREATE CONTENT THAT PEOPLE INCENTIVE TO SHARE. WILL HAVE AN
- 99. #1 REAL ESTATE BOOK ON AMAZON ONLY $2.99
- 100. 3. VISUAL CONTENT EXPLODES
- 103. — @garyvee
- 106. Not just for selfies & recipes!
- 107. WHY IS VISUAL CONTENT IMPORTANT?
- 108. 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
- 109. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
- 110. POSTS WITH ATTRACT 3X MORE INBOUND LINKS THAN PLAIN TEXT POSTS. Source: SEOmoz VIDEOS
- 111. VISUAL CONTENT IS SOCIAL MEDIA-READY. IT’S EASILY SHAREABLE AND EASILY PALATABLE. Source: Wishpond.com
- 112. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.
- 113. A VISUAL DISCOVERY TOOL (GUIDE TO LIFE)
- 115. 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
- 116. CHECKLISTS & INFOGRAPHICS 24.3KSOCIAL ENGAGEMENTS 4,697UNIQUE VISITORS 6,502 PAGE VIEWS
- 117. GET VERIFIED ON PINTEREST
- 118. PINTEREST ANALYTICS Track how many people are pinning from your website, seeing your pins, and clicking your content.
- 119. PIN WIDGET Embed bigger pins on your site. Clickthrough rates increased by 8x.
- 120. PIN WIDGET Embed bigger pins on your site.
- 121. PROFILE & BOARD WIDGET Show up to 30 of your latest pins and favorite board’s latest pins on your site.
- 122. PINTEREST “RICH PINS” Place Pin: Include a map, address and phone number.
- 123. PINTEREST “RICH PINS” Place Pin: Include a map, address and phone number.
- 124. PINTEREST “RICH PINS” Recipe Pin: Include ingredients and cooking times.
- 125. PINTEREST “RICH PINS” Product Pin: Include real-time pricing, availability and where to buy.
- 127. PINTEREST “BUY IT” BUTTON
- 129. A SIMPLE WAY TO VISUALLY TELL YOUR STORY
- 131. 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
- 134. REPOST & SHARING
- 135. INSTAGRAM AD FORMATS PHOTO ADS VIDEO ADS CAROUSEL ADS
- 136. INSTAGRAM AD OBJECTIVES CLICKS TO WEBSITE WEBSITE CONVERSIONS MOBILE APP INSTALLS/ ENGAGEMENT VIDEO VIEWS
- 139. INSTAGRAM TAKEOVERS
- 140. INSTAGRAM TAKEOVERS
- 141. INSTAGRAM TAKEOVERS
- 143. INSTAGRAM CONTEST
- 144. INFOGRAPHICS
- 147. CANVA
- 148. PHONTO RHONNA DESIGNS PIC FRAME FLIPAGRAMPICMONKEY INFOGR.AMCANVA PICTOCHART FREE & LOW-COST EDITING & DESIGN TOOLS
- 149. LIVE STREAMING & MICRO VIDEO
- 150. LIVE STREAMING VIDEO
- 154. PERISCOPE
- 156. GOPRO & FACETIME TOURS
- 157. MINI WEB SERIES
- 160. 10 MIN BREAK
- 161. 4. EMPLOYEE & FAN ADVOCACY
- 162. WHAT IS ONE OF THE BIGGEST CHALLENGES WE HAVE TODAY?
- 163. CONTENT
- 164. CONTENT IS KING
- 165. CONTESTS
- 166. CONTESTS IS KING
- 167. WHY SHOULD ANYONE CARE ABOUT CONTESTS? ?
- 168. CONTESTS CONTENT=
- 169. 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
- 170. CONTENT - A -THON 255 STATUS UPDATES 30+ BLOG TOPIC IDEAS
- 171. The Power of Pinterest 2,202 PHOTOS RUN A CONTEST Crowdsource content from employees and residents.
- 172. DESUMMER FUN
- 173. CONTESTSARE THE GIFT THAT KEEPS ON GIVING
- 174. CROWDSOURCED ADS
- 175. #ForRentLife
- 177. COOLEST SPACE JULY 2011 IN YOUR PLACE Cost: $3,300 1. Submit photos to Facebook Page 2. Judges selected 5 semifinalists 3. Public voted for their favorite photo How to Enter: • Grand Prize Winner - $2,500 • Four Finalists - $200 gift cards Prizes: • 251 photos • 2,213 votes • 19,860 visits to Facebook app • Increase of 640 new Facebook Fans Key Metrics:
- 178. ENTRIES
- 180. BLOG POST
- 182. KEY BLOG METRICS: • Blog traffic increased 4x in Sept. ’11 • 255,000+ page views • 214,000+ daily unique visitors • 140 comments • Nearly 60% of blog traffic came from post in Dec. ’12
- 183. BLOG CONTRIBUTOR
- 185. 50,000+ NON-PAID VISITS TO THE POST IN 2014
- 186. WIN WIN
- 187. 9 WINNING METHODS BEFORE CONTEST 1. Set Goals 2. Define Contest 3. Concepting 4. Plan Promotion 5. Awesomeness DURING CONTEST 6. Seed and Promote 7. Manage AFTER CONTEST 8. Crown 9. Measure
- 189. CONTESTS CONTENT=
- 190. NEARLY 7,000PHOTOS, 200+VIDEOS, 900PINTEREST BOARDS &THOUSANDSOF NEW CONTENT CONTRIBUTORS
- 192. RIDE THE TRENDS
- 193. RIDE THE TRENDS
- 196. ALIGN WITH A TV EVENT
- 197. ALIGN WITH A TV EVENT
- 198. ALIGN WITH A TV EVENT
- 199. Source: Adobe SiteCatalyst WALKING DEAD ALIGN WITH A TV EVENT 3.1KSOCIAL ENGAGEMENTS 6,888UNIQUE VISITORS 10,296 PAGE VIEWS
- 202. GAME OF THRONES ALIGN WITH A TV EVENT
- 203. Source: Adobe SiteCatalyst ALIGN WITH A MOVIE JURASSIC WORLD 3.1K SOCIAL ENGAGEMENTS 592 UNIQUE VISITORS 852 PAGE VIEWS
- 205. FACEBOOK ADS
- 206. MAKE IT PERSONAL
- 207. HOST AN INSTAMEET EVENT
- 208. 6. GO MOBILE OR GO HOME
- 210. 84% 75% 40% ACTIVELY SEARCH USING MOBILE. USE THEIR MOBILE DEVICE TO CONTACT A COMMUNITY. OF MOBILE USERS USE VIDEO WHEN MAKING A DECISION. GO MOBILE OR GO HOMESource: For Rent Media Solutions™ Apartment Searching White Paper, August 2015.
- 211. WEB CONTENT SHARED ON SOCIAL SHOULD BE MOBILE FRIENDLY
- 212. IN-APP SEARCH
- 213. APP DOWNLOADS
- 214. UN-BUNDLING APPS
- 215. UN-BUNDLING APPS
- 217. THE INTERNET OF SOCIAL THINGS
- 218. THE AIRBNB FOR CARS
- 219. SHARE AN UMBRELLA
- 220. SHARE ACCESS TO YOUR HOME
- 221. TRENDS 1. REPUTATION MATTERS 2. CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES 4. EMPLOYEE & FAN ADVOCACY 5. REAL-TIME MARKETING 6. GO MOBILE OR GO HOME
- 222. TAKEAWAYS
- 223. 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