The document outlines steps for integrating social media into an overall marketing plan. It recommends identifying goals, audiences, and a content team. An audit should assess current content and identify gaps. Brainstorming identifies content themes, topics, and types to address audience needs. A calendar schedules and assigns creation and sharing of content across channels. The plan aims to build trust, attract prospects, provide solutions, and deepen loyalty through useful social content.
10. Set Your Goals
1.
2.
3.
4.
5.
6.
Build trust and rapport with your audience
Attract new prospects to your marketing system
Explore prospect and resident pain
Provide solutions and overcome objections
Deepen loyalty with existing residents
Build your reputation with search engines
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11. Keep Your Strategy Simple
•
•
•
•
Who is your audience?
What are you going to say (that is useful)?
Where will you say it? (channels, vehicles)
How often?
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12. Develop Personas – First Time Fran
FIRST TIME FRAN is getting her own place for the first time in her life. Having lived
with roommates and family her entire life, Fran doesn’t know where to begin on her
apartment search. Because she is working with a somewhat limited budget, she is
hoping to find an apartment that she can comfortably afford.
Due to her tight budget, Fran is using a lot of resources to collect as much
information as possible. She is performing searches on Google and also utilizing
Twitter and Facebook to gather advice and information from friends and family.
KEY TRAITS
•
•
•
•
•
Socializing singles
Urban-dwellers
Hip
Cutting-edge culture
Exercise enthusiasts
• Financiallysensible
• Risk takers
• Internet-savvy
• Digitally-literate
•
•
•
•
Relies heavily on SN sites
Risk takers
Internet-savvy
Progressive
ENGAGEMENT INSIGHT
With their fondness of social networks, the best way to engage this persona is with content that is promoted on social network
sites (Twitter & Facebook). Content focusing on budgeting and first time renters would have a more significant impact with this
persona.
13. Determine what questions your personas have at
each stage of the buying process.
Buying Cycle
•Interested Prospects
•New Residents
•Returning Residents
•Current Residents
•Former Residents
First Time Fran is
concerned about having
a limited budget.
Source: Leftbrain DGA
14. Establish Your Content Team
- Owner
- Marketing VP
- Marketing Mgr.
- Regional Mgr.
- Property Mgr.
•
•
•
•
Editor
Editing content
Assigning projects
Managing projects
Maintaining voice/style
•
•
•
Approving and publishing content
Giving feedback to contributors
Facilitating team meetings
•
•
•
•
Being creative
Creating content
Taking photos/making videos
Participating in brainstorming
Content Owners/SMEs
- Internal
- External
Creative/Writing
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22. Themes, Topic & Alignment
Content Themes:
Beyond your business
Topics:
Specific
titles or content ideas
Content Types:
eBooks, events, white
papers, emails, etc.
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29. Determine Your Publishing Schedule
• What are you going to publish?
• How often are you going to publish?
• Who will be responsible for researching, writing,
designing, approving, publishing, and sharing
the content?
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30. Frequency Sample
•
•
•
•
•
Social media updates = daily
Website articles = 3 times per week
eNewsletters = 2 times per month
Video = 2 times per month
PR/News releases = 1 time per month
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31. Create Your Editorial Calendar
•
•
•
•
Designate one person to manage it
Simple is better and cleaner
Easily shared + edited
Accessible
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32. Create a Social Posting Calendar
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47. /EricaCampbell
Erica Campbell Byrum
Director of Social Media
ForRent.com & Homes.com
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
Editor's Notes
Integrating Social Media Into an Overall Marketing PlanSocial media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Erica Campbell Byrum Director of Social Media for Homes.com and ForRent.com as she examines the potential power of social media channels and shares how to achieve successful marketing results with Internet marketing components like social media.
Time: 30 Minutes
Create an App
Optimize your website for mobile
Use social to promote inbound marketing
Link all social profiles
Incorporate social icons/links to the brand website/blog
Incorporate social icons/links to all email marketing
Offer the ability to share/like via share buttons/widgets
Utilize social media for a virtual event
Utilize social media at live events
Promote Marketing events ( trade shows, seminars) via social
Create video content/infographics
Utilize Qr Codes (only if it makes sense for you, I do not suggest QR Codes on moving objects. Yes I have seen it done.)
Use social media engagement for market research
Use Facebook/Twitter (or other platform) touch points on advertising
Incorporate your brand image/personality in all social platforms used
Utilize Social for employee recruitment and retention
Utilize social for sales team communication/prospecting
Open up customer service channels through social media
Include a ‘Call to Action’ in all communication (spark an action), give them a reason to go to a social touchpoint
Considered to be the most social of beverages, wine takes the meal experience to a whole new level.
By creating connected contents, we create “liquid” content that moves fluidly between each content medium, with different flavors that work across the channels together.
Because today’s consumer triangulates daily between online and off-line content, you may water down the liquid content focusing only on one one tactic. Your brand’s opportunity is to serve synchronized content at multiple touch points, adding real value for your audience.
To make social media work, you need to have good content and understand your marketing and business goals. Then you can create content that serves those goals, instead of just giving your audience something to pass the time.
Your blog posts, email marketing, special reports, podcasts, advertising … all of it needs to fit into a larger picture.
Today, “content marketing” has taken over as reigning buzzphrase in marketing circles
Useless, promotional content
No consistency
Poorly managed resources
Missing posts
Missed opportunities
No measurement
No tools in place
Identify
Set your goals
Develop a strategy to know your audience
Establish your content team
Audit
Brainstorm
Create themes for each month or quarter
Brainstorm story ideas for each themes
Determine how you’re going to produce those story ideas
Collaborate
Designate one person to manage the editorial calendar
Determine your publishing frequency
Determine how you’re going to produce those story ideas
Assign story ideas to content formats (white paper, video, Facebook post, pin)
Set your goals
Develop a strategy to know your audience
Establish your content team
3- The fact is, most enduring businesses thrive because they solve problems. When you understand your prospect’s problems, you understand how to help them, and you have the core of your marketing message. Strategic content dives into the problems your prospects are facing. What annoys them? What frightens them? Listen to the problems your market asks you about, and use those as a compass to guide your future content.
4- We talk about what fixes those annoying problems. Techniques, tips, tricks, methods, approaches. Is price a pain point? Write content showing that implementing your solutions saves money in the long run. Understand the objections that keep customers from buying, then think about creative ways to resolve those objections in content — often before the buyer ever gets to that sales page.
To help people relate to your personas, add images and give names to your buyer profiles. Assigning a name to the persona helps everyone on the team think of this buyer as a real person, not just a piece of business.
Define concerns
Before you develop an editorial calendar, you’ll need to understand who your target audience is, what their biggest concerns are and what types of content they want. You can do this by creating buyer personas, surveying your target audience to understand their needs, or asking your customer service team about the conversations they have with buyers. Once you understand your target audience, you can come up with content that helps to meet their needs and solve their challenges.
Audit content to determine what’s good/bad & answers the ?’s
Map the content available to the questions that content can answer
The first step in creating your content calendar is to understand the phases of your company’s sales cycle.
Identify key demographics in the timeline, such as new leads (the people seeing your online ads), interested prospects (the people who contact you for more info), new customers, returning customers, former customers, etc. These will be the categories to which you allocate topics.
Take time to learn as much about these different areas as you can.
Create themes for each month or quarter
Brainstorm story ideas for each themes
Determine how you’re going to produce those story ideas
After you’ve taken the three steps outlined above, start putting your content into place. Write the articles, make the videos, schedule the ad campaigns, and so on. Monitor the results of your efforts, and continually refine and adjust the type and schedule of content accordingly. For example, if you see prospects are responding especially well to your eNewsletter but less to your pay-per-click ads, focus more attention on newsletter content.
Designate one person to manage the editorial calendar
Determine your publishing frequency
Determine how you’re going to produce those story ideas
Assign story ideas to content formats (white paper, video, Facebook post, pin)
Getting your stories and headlines on other blogs or news sites across the web can build honest links to your site, indicating to Google that brands with authority trust a site’s content enough to publish it on their own.
Additionally, inviting influential writers and publishers to guest post on your site not only encourages traffic, but also boosts social signals when those influencers share your domain with their social media followers.
Identify
Set your goals
Develop a strategy to know your audience
Establish your content team
Audit
Brainstorm
Create themes for each month or quarter
Brainstorm story ideas for each themes
Determine how you’re going to produce those story ideas
Collaborate
Designate one person to manage the editorial calendar
Determine your publishing frequency
Determine how you’re going to produce those story ideas
Assign story ideas to content formats (white paper, video, Facebook post, pin)
Integrating content, SEO and social media into your marketing mix is now essential to delivering an exceptional experience and building a true brand.
At the end of the day, good social media is baked into good content.
