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Leveraging Social Media Marketing Trends

On Friday, February 24th, I had the privilege of speaking at the Nevada State Apartment Association on Leveraging Social Media Marketing Trends.

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Leveraging Social Media Marketing Trends

  1. 1. LEVERAGINGSOCIAL MEDIAMARKETING TRENDS Erica Campbell Director of Social Media Dominion Homes Media @ericacampbell
  2. 2. AGENDA• Social Media Landscape• Education• Growth• Engagement• Measurement• Ignition Points
  4. 4. Social Networking is the most popular online activity worldwide & reaches 82% of the online populationSource: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
  5. 5. 19% of all time spent online is on SN sites & nearly 1 in every 5 minutes spent online is now spent on SN sites The average Facebook user spent 6.3 hours on the site in October 2011, up 40 percent from a year ago.Source: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
  6. 6. Augment your social media engagement efforts, stay current & learn up-to-date skills to maximize your exposure.EDUCATION
  7. 7. EDUCATIONOrganize Yourself Internally Customer Human Marketing Sales Legal Service Resources
  8. 8. EDUCATIONSocial Media Ambassador• Good communicator and writer• Good technical skills with computers and online applications• Active in the social media realm, particularly Facebook• Excellent understanding of your company, history and reputation• Team player with the ability to take charge and lead others when necessary
  9. 9. EDUCATIONSocial Media Policy• Create conversation guidelines for employees and social media admins.• When are your employees “your” employees?• Are you responsible for their actions when they are “on the clock”?• Are you responsible for their actions when they are on their own time? Social Media• Remember to protect proprietary Policy and confidential information.
  10. 10. EDUCATIONWhat is Your Content Strategy?• What is your mission statement, brand position or brand promise?• What is your brand personality?• What is your brand identity?• What differentiates your brand?• What is your company story?• What do you want your customer experience to feel like?• Identify types of content
  11. 11. EDUCATIONCreate a Content Calendar Local Events Neighborhood Community Apartment News News Living Tips
  12. 12. EDUCATIONComment Guidelines• Will you reject comments which include offensive or inappropriate language?• Will you allow personal attacks?• On-topic comments: What will you do with comments that veer away from the topic of the post or other peoples‟ comments?• Will you allow comments that appear to be spam?• Will you take action against repeat offenders?• Will you provide a way for commenters to contact someone if their comment is not approved, or if they have other questions?
  13. 13. EDUCATIONHave a Reputation Mgt Plan Risk Table SWOT Analysis
  14. 14. EDUCATIONWho Responds?• Regional/Corporate – Pros: Not emotionally tied to the issue/concern – Cons/Challenges: Could cause for delay because they must obtain all info from on-site team before responding & should stand behind the on-site team, if possible• Property Manager – Pros: Knows all the details, backstory & may personally know the resident with the issue/concern – Cons: Too emotionally invested, especially if he/she is the target of the review or comment
  15. 15. EDUCATIONTake the Conversation Offline
  16. 16. Foster retention & engagement among current fans, resulting in brand loyalty.GROWTH
  17. 17. GROWTH Fan Acquisition
  18. 18. GROWTHFan Acquisition
  19. 19. GROWTHFan Acquisition
  20. 20. GROWTHCapture Email Addresses
  21. 21. GROWTHFoursquare
  22. 22. GROWTHInstagram
  23. 23. GROWTHPinterest Pinterest is an invitation only social network that allows users to visually share, curate, and discover new interests by posting, also known as „pinning,‟ images or videos to their own or others‟ pinboards (i.e. a collection of „pins,‟ usually with a common theme).
  24. 24. GROWTHPinterest
  25. 25. GROWTHPinterest
  26. 26. GROWTH Unique Visitors increased by 155% just in one month, from December 2011 to Pinterest January 2012Source: Compete
  27. 27. GROWTHPinterest
  28. 28. GROWTHPinterest •Over 7,400 visits to contest blog •307 boards created, 3,952 pins & 3,930 repins
  29. 29. GROWTHPinterest Integrate with Facebook
  30. 30. GROWTHPinterest I will send a Pinterest invite to the first 4 people that Tweet me right now to: @ericacampbell
  31. 31. GROWTH[INFORGRAPHIC] Graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly.Source: Wikipedia
  32. 32. Establish direct connections with residents & prospects to build relationships, cultivate business opportunities & keep your conversation going.ENGAGEMENT
  33. 33. ENGAGEMENTBranding
  34. 34. ENGAGEMENTSidebar & Photo Strip
  35. 35. ENGAGEMENTTimeline for Facebook Pages
  36. 36. ENGAGEMENTBlog
  37. 37. ENGAGEMENT Post LengthSource: Buddy Media 2011
  38. 38. ENGAGEMENT Research suggests Timing 7am, 11am, 3pm, 5pm, and 11pm but continue to test. Frequency is king but don‟t overwhelm your fans Engagement rates on Thursday and Friday are 18% higher than other days of the week.Source: Buddy Media 2011
  39. 39. ENGAGEMENTTiming
  40. 40. ENGAGEMENTTiming
  41. 41. ENGAGEMENT Fan Opinions Fill-in-the-blank posts generate about 90% more engagement than the average post & posts that end with a question have a 15% higher engagement rate.Source: Facebook
  42. 42. ENGAGEMENTPost PhotosPosts includinga photo album, a picture or a videogenerate about 180%, 120%, and100% more engagement than theaverage post, respectively. Source: Facebook
  43. 43. ENGAGEMENTPhoto Albums
  44. 44. ENGAGEMENTPost Videos
  45. 45. ENGAGEMENTIntegrate Other Platforms
  46. 46. ENGAGEMENTResident Rewards & Perks
  47. 47. ENGAGEMENTEvents
  48. 48. ENGAGEMENTPartnership Marketing @ Tag BusinessesDesign Concierge Services & Green Partners
  49. 49. ENGAGEMENTPromotions Status Update GiveawayPhrase that Pays Caption Contest
  50. 50. Monitor the health of your brand on the social web to understand your sentiment, key demographics, influencers & competition.MEASUREMENT
  51. 51. MEASUREMENTDistributionWhat social media channels are you using, how canpeople reach you, are you visible?• Followers• Fans• Number of mentions• Reach• Inbound links• Blog/YouTube subscribers
  52. 52. MEASUREMENTInteractionHow likely are followers going to engage, spread yourmessage and interact with each other? • Retweets • Contributors and active • Facebook Insights contributors • Forward to a friend • Pageviews • Social media sharing • Unique visitors • Comments • Traffic from social • Like or rate something networking sites • Reviews • Time spent on site • Response time
  53. 53. MEASUREMENTInteraction Google Analytics Facebook Insights
  54. 54. MEASUREMENTInfluenceHow do attitudes change due to the social media activities?This is the branding value that should convert into sales.• Share of conversation vs. competitors• Resident and prospect satisfaction• Sentiment positive, neutral or negative• Number of brand evangelists Insert this query into Google
  55. 55. MEASUREMENTROI & ActionHow many leases, renewals and other real world resultsdo you get from social media? • Sales revenue • Lifetime value of customers • Reduction in turnover • Increase in resident referrals • Issues resolved & resolution • Leasing & Maintenance staff rate time saved • Number of leads/Conversions • Share of repeat customers (per day, week, month) (from social media vs. other • Cost of lead channels) • Lead conversion rate • Transaction value per • Revenue (per customer follower, lead, customer) • NOI Increase
  56. 56. MEASUREMENTROI & Action According to SatisFacts Research, each unit turned over at the end of a tenant‟s lease, averages a cost of $3,900 to the property manager. This turnover cost includes the loss of rental days while vacant, concessions and maintenance. The research also demonstrates 54% of turnovers are, in fact, controllable.
  58. 58. IGNITION POINTSThings You Can Do Today!1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar & commit to posting.3. Upload pictures & videos from past events & establish a goal for how many photos you would like to post per month.4. Create a new profile picture.5. Start collecting email addresses from residents.6. Set up Google Alerts.
  59. 59. Follow Me
  60. 60. Q&A