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LEVERAGING
SOCIAL MEDIA
MARKETING TRENDS
                  Erica Campbell
              Director of Social Media
              Dominion Homes Media
                  @ericacampbell
AGENDA
•   Social Media Landscape
•   Education
•   Growth
•   Engagement
•   Measurement
•   Ignition Points
SOCIAL MEDIA
LANDSCAPE
Social
         Networking
         is the most
         popular
         online
         activity
         worldwide &
         reaches

         82%
         of the online
         population

Source: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
Social Media Is Becoming More Influential At Each
Phase Of The Connected World
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
SOCIAL MEDIA LANDSCAPE
Benefits of Social Media
 • Create awareness, buzz and brand positioning to prospective
   renters.

 • Connect with your best and most likely customers by giving them a
   reason to like or follow the brand in social channels.

 • Increase resident satisfaction which decreases turnover and
   increases occupancy.

 • Engage residents by making community communications more
   participative and personally relevant.

 • Influence residents to share their positive experience and encourage
   them to refer their friends.
RETURN ON INVESTMENT
ROI = [Gain from Investment – Cost of Investment] / Cost of Investment



   The
   formula
The investment-return relationship


                                                Non-         $$$
    $$$
             Action          Reaction         Financial   Financial
Investment                                     Impact      Impact




                 This is very important but ROI
                        doesn‟t live here



  Non-Financial Impact = Potential
Augment your social media
     engagement efforts, stay current
          & learn up-to-date skills to
           maximize your exposure.




EDUCATION
EDUCATION
Organize Yourself Internally



                             Customer            Human
 Marketing   Sales/Leasing              Legal
                              Service           Resources
EDUCATION
Social 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
EDUCATION
Social 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
  and confidential information.             Policy
• Draft a social media style guide.
EDUCATION
What is Your Content Strategy?
• Define an effective channel 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
EDUCATION
Create a Content Calendar




 Local Events   Neighborhood   Community   Apartment
                    News         News      Living Tips
EDUCATION
Comment Guidelines
• Develop a listening framework.
• 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?
EDUCATION
Have a Reputation Mgt Plan




                       Risk Table




    SWOT Analysis
EDUCATION
Who 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/Challenges: Too emotionally invested,
    especially if he/she is the target of the review or
    comment
EDUCATION
Take the Conversation Offline
Foster retention & engagement
     among current fans, resulting in
                       brand loyalty.




GROWTH
Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville
GROWTH
 Fan Acquisition




http://developers.facebook.com/docs/plugins/
GROWTH
Fan Acquisition
GROWTH
Fan Acquisition
GROWTH
Fan Acquisition
GROWTH
Capture Email Addresses
GROWTH
Foursquare
GROWTH
Instagram
GROWTH
Pinterest
            Pinterest is the 3rd largest
            social network and 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).
GROWTH
Pinterest
GROWTH
Pinterest
GROWTH          Traffic jumped by 900,000 unique
                  visitors from February to March for
  Pinterest       a total of 18.7 million unique
                  visitors visitors.




Source: Compete
GROWTH
Pinterest
GROWTH
Pinterest


            •Over 7,400 visits to
            contest blog

            •307 boards created,
            3,952 pins & 3,930
            repins
GROWTH
Pinterest


            Integrate with Facebook
GROWTH
Pinterest


            I will send a Pinterest invite
              to the first 4 people that
               Tweet me right now to:


                 @ericacampbell
GROWTH
[INFOGRAPHIC]
                    Graphic visual representations
                    of information, data or
                    knowledge. These graphics
                    present complex information
                    quickly and clearly.




Source: Wikipedia
Establish direct connections with
        residents & prospects to build
      relationships, cultivate business
             opportunities & keep your
                   conversation going.



ENGAGEMENT
Cover Photo       Admin Panel & Timeline




Profile Picture        Apps



                            Facepile
About Section


                          Composer
Pinned Post



                              Likes


Thumbnail Image
ENGAGEMENT
Use Bold Visuals
ENGAGEMENT
Use Bold Visuals
ENGAGEMENT
Capture Your Brand
ENGAGEMENT
Capture Your Brand
ENGAGEMENT
Blog
ENGAGEMENT
   Post Length




        Engagement rates on Thursday
        and Friday are 18% higher than
        other days of the week.
Source: Buddy Media 2011
ENGAGEMENT              Research suggests 7am, 11am,
   Timing                  3pm, 5pm, and 11pm but continue
                           to test. Frequency is king but don‟t
                           overwhelm your fans




Source: Buddy Media 2011
ENGAGEMENT
Timing
ENGAGEMENT
Timing
ENGAGEMENT
   Encourage Interaction
                     Posts that end with a
                     question have a 15% higher
                     engagement rate.




Source: Facebook
ENGAGEMENT
Encourage Interaction


              Fill-in-the-blank posts
              generate about 90% more
              engagement than the average
              post.




                                            Source: Facebook
ENGAGEMENT
Make a Visual Impact With Photos




Posts including a photo album, a picture or a video generate about
180%, 120%, and 100% more engagement than the average
post, respectively.


 Source: Facebook
ENGAGEMENT
Photo Albums
ENGAGEMENT
Post Videos
ENGAGEMENT
Integrate With Other Social Platforms
ENGAGEMENT
Give Fans Exclusive Access
ENGAGEMENT
Give Fans Exclusive Access
ENGAGEMENT
Market Events
ENGAGEMENT
Deliver Value




                                      @ Tag Businesses




   Partnership Marketing: Design
Concierge Services & Green Partners
ENGAGEMENT
Promotions & Sweepstakes
                                   Status Update Giveaway




Phrase that Pays Caption Contest
Monitor the health of your brand on the
   social web to understand your sentiment,
                         key demographics,
                  influencers & competition.




MEASUREMENT
MEASUREMENT
Distribution
What social media channels are you using, how can
people reach you, are you visible?

•   Followers
•   Fans
•   Number of mentions
•   Reach
•   Inbound links
•   Blog/YouTube subscribers
MEASUREMENT
Interaction
How likely are followers going to engage, spread your
message 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
MEASUREMENT
Interaction




                       Google Analytics


   Facebook Insights
MEASUREMENT
Influence
How 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
MEASUREMENT
Calculate the Engagement Rate
Amplification Rate
       Amplification = # of Retweets Per Tweet
       Amplification = # of Shares Per Post

       Amplification = # of Share Clicks Per Post (or Video)

Conversation Rate
       Conversation Rate = # of Audience Comments (or Replies) Per Post

Applause Rate
      Applause Rate = # of Favorite Clicks Per Post
       Applause Rate = # of Likes Per Post
       Applause Rate = # of +1‟s Per Post

       Applause Rate = # Likes Per Post (or Video)
MEASUREMENT
ROI & Action
How many leases, renewals and other real world results
do 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 follower, lead,     customer
   customer)                      • NOI Increase
MEASUREMENT
ROI & Action
  According to SatisFacts Research, each
  unit turned over at the end of a residents
  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.
    Sense of community = Less turnover
IGNITION POINTS
IGNITION POINTS
Things 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 Facebook Timeline cover photo.
5. Start collecting email addresses from residents.
6. Set up Google Alerts.
Follow Me
Q&A

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Leveraging Social Media Marketing Trends for the Apartment Association of Greater Knoxville

  • 1. LEVERAGING SOCIAL MEDIA MARKETING TRENDS Erica Campbell Director of Social Media Dominion Homes Media @ericacampbell
  • 2. AGENDA • Social Media Landscape • Education • Growth • Engagement • Measurement • Ignition Points
  • 4. Social Networking is the most popular online activity worldwide & reaches 82% of the online population Source: comScore Top 10 Need-to-Knows About Social Networking and Where It‟s Headed Report December 2011
  • 5. Social Media Is Becoming More Influential At Each Phase Of The Connected World
  • 9. SOCIAL MEDIA LANDSCAPE Benefits of Social Media • Create awareness, buzz and brand positioning to prospective renters. • Connect with your best and most likely customers by giving them a reason to like or follow the brand in social channels. • Increase resident satisfaction which decreases turnover and increases occupancy. • Engage residents by making community communications more participative and personally relevant. • Influence residents to share their positive experience and encourage them to refer their friends.
  • 10. RETURN ON INVESTMENT ROI = [Gain from Investment – Cost of Investment] / Cost of Investment The formula
  • 11. The investment-return relationship Non- $$$ $$$ Action Reaction Financial Financial Investment Impact Impact This is very important but ROI doesn‟t live here Non-Financial Impact = Potential
  • 12. Augment your social media engagement efforts, stay current & learn up-to-date skills to maximize your exposure. EDUCATION
  • 13. EDUCATION Organize Yourself Internally Customer Human Marketing Sales/Leasing Legal Service Resources
  • 14. EDUCATION Social 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
  • 15. EDUCATION Social 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 and confidential information. Policy • Draft a social media style guide.
  • 16. EDUCATION What is Your Content Strategy? • Define an effective channel 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
  • 17. EDUCATION Create a Content Calendar Local Events Neighborhood Community Apartment News News Living Tips
  • 18. EDUCATION Comment Guidelines • Develop a listening framework. • 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?
  • 19. EDUCATION Have a Reputation Mgt Plan Risk Table SWOT Analysis
  • 20. EDUCATION Who 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/Challenges: Too emotionally invested, especially if he/she is the target of the review or comment
  • 22. Foster retention & engagement among current fans, resulting in brand loyalty. GROWTH
  • 31. GROWTH Pinterest Pinterest is the 3rd largest social network and 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).
  • 34. GROWTH Traffic jumped by 900,000 unique visitors from February to March for Pinterest a total of 18.7 million unique visitors visitors. Source: Compete
  • 36. GROWTH Pinterest •Over 7,400 visits to contest blog •307 boards created, 3,952 pins & 3,930 repins
  • 37. GROWTH Pinterest Integrate with Facebook
  • 38. GROWTH Pinterest I will send a Pinterest invite to the first 4 people that Tweet me right now to: @ericacampbell
  • 39. GROWTH [INFOGRAPHIC] Graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly. Source: Wikipedia
  • 40. Establish direct connections with residents & prospects to build relationships, cultivate business opportunities & keep your conversation going. ENGAGEMENT
  • 41. Cover Photo Admin Panel & Timeline Profile Picture Apps Facepile About Section Composer Pinned Post Likes Thumbnail Image
  • 47. ENGAGEMENT Post Length Engagement rates on Thursday and Friday are 18% higher than other days of the week. Source: Buddy Media 2011
  • 48. ENGAGEMENT Research suggests 7am, 11am, Timing 3pm, 5pm, and 11pm but continue to test. Frequency is king but don‟t overwhelm your fans Source: Buddy Media 2011
  • 51. ENGAGEMENT Encourage Interaction Posts that end with a question have a 15% higher engagement rate. Source: Facebook
  • 52. ENGAGEMENT Encourage Interaction Fill-in-the-blank posts generate about 90% more engagement than the average post. Source: Facebook
  • 53. ENGAGEMENT Make a Visual Impact With Photos Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively. Source: Facebook
  • 60. ENGAGEMENT Deliver Value @ Tag Businesses Partnership Marketing: Design Concierge Services & Green Partners
  • 61. ENGAGEMENT Promotions & Sweepstakes Status Update Giveaway Phrase that Pays Caption Contest
  • 62. Monitor the health of your brand on the social web to understand your sentiment, key demographics, influencers & competition. MEASUREMENT
  • 63. MEASUREMENT Distribution What social media channels are you using, how can people reach you, are you visible? • Followers • Fans • Number of mentions • Reach • Inbound links • Blog/YouTube subscribers
  • 64. MEASUREMENT Interaction How likely are followers going to engage, spread your message 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
  • 65. MEASUREMENT Interaction Google Analytics Facebook Insights
  • 66. MEASUREMENT Influence How 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
  • 67. MEASUREMENT Calculate the Engagement Rate Amplification Rate Amplification = # of Retweets Per Tweet Amplification = # of Shares Per Post Amplification = # of Share Clicks Per Post (or Video) Conversation Rate Conversation Rate = # of Audience Comments (or Replies) Per Post Applause Rate Applause Rate = # of Favorite Clicks Per Post Applause Rate = # of Likes Per Post Applause Rate = # of +1‟s Per Post Applause Rate = # Likes Per Post (or Video)
  • 68. MEASUREMENT ROI & Action How many leases, renewals and other real world results do 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 follower, lead, customer customer) • NOI Increase
  • 69. MEASUREMENT ROI & Action According to SatisFacts Research, each unit turned over at the end of a residents 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. Sense of community = Less turnover
  • 71. IGNITION POINTS Things 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 Facebook Timeline cover photo. 5. Start collecting email addresses from residents. 6. Set up Google Alerts.
  • 73. Q&A

Editor's Notes

  1.  Looking for and acquiring a home (be it renting or buying) has been called one of life’s major stressors. Engaging feedback from one’s ‘social network’ can ease the anxiety of this decision. Leveraging social networks provides a human element to your brand and brings a trust factor to the rental process, since users can interact with their friends,ask questions, receive feedback, make comments and respond to listings. By integrating social media marketing into your mix, you are giving current resident and prospects a seamless method for tapping into your comminutes throughthe tremendous power of social media. Why is it that some facebook pages have loyal followings, thousands of “likes” and hundreds of comments on every post while others sit forgotten? It’s the content! Join Erica Campbell, Director of Marketing at For Rent Media Solutions as she shares advanced new media tactics and best practices to actively engage your residents and prospects across all of your social media platforms. Learn how other companies have done it right and what exactly you can do to make social media the best performing tool in your marketing arsenal!
  2. Social networking sites reach 82% of the world’s online population representing 1.2 billion users around the world; making it the fastest growing platform for marketing and advertising dollars…and it is no different in the multi-family industry.
  3. An organization with a customer-centric approach is a huge challenge to create but provides a coherent customer experience.
  4. Development of corporate policies, with particular emphasis on those relating to social media participation is important which we have touched on before in past webinars. It is also important to define the rules of engagement to be followed to help guide your organizations response to threats. By building in a defined set of response procedures, it is possible to minimizethe amount of damage that a social media crisis can inflict.Questions that need to be addressed are:-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? -Consider your audience and be authentic-Remember to protect proprietary and confidential information
  5. Facebook is all about conversation. It’s necessary to immerse yourself in it to keep afloat and to stay relevant. Comment Guidelines sets the boundaries for acceptable behavior on the company’s Facebook page. Know what the media, competitors, employees and residents are saying about you and track the content of the conversation to gauge success. It’s good to respond to the three inevitable types of conversation:Apartment community questions, resident complaints and complimentsSome things to consider: Will you reject comments which include offensive or inappropriate language?Will you allow personal attacks? In an ideal world you might allow people to question or argue your company’s content – after all, this medium is about conversation. However as we all know, this isn’t an ideal world. Even if you do allow criticism, consider outlawing aggressive 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?
  6. Have a ‘plug and play’ platform where you brainstorm possible crises that could occur with your property’s Facebook page so you can react in a timely manner when in fact it does occur. Play out these scenarios to help you build canned responses.Educate you staff internally. Implement an employee policyEnsure factors that make up your brand integrity are balanced Find and address the negative influencer
  7. measure what pieces of content (type) cause amplification (allow your social contributions to spread to your 2nd, or even 3rd, level network). Understand times