The Social Media Experience
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With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive. Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented at a For Rent Media Solutions event in Atlanta, GA on 11/11/2015.
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The Social Media Experience
- 1. THE SOCIAL MEDIA EXPERIENCE ERICA CAMPBELL BYRUM Social Media Training & Communications Co-Author of Youtility for Real Estate @EricaCampbell @AptsForRent
- 2. TRENDS 1. REPUTATION MATTERS 2. CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES 4. EMPLOYEE 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. 2014 9.4% 13.2% 21.4% 2015 2020 SOURCE: DUKE UNIVERSITY CMO SURVEY CHIEF MARKETING OFFICER’S SPEND ON SOCIAL MEDIA
- 10. PR SALES CUSTOMER RETENTION MARKETING SEO COMP ANALYSIS SOCIAL MEDIA 7 TRADITIONAL BUSINESS FUNCTIONS ENHANCED BY SOCIAL MEIDA
- 11. •Remain Competitive •Build Trust and Relationships •Increase Exposure and 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. THE ROI OF SOCIAL MEDIA IS THAT YOUR BUSINESS WILL STILL EXIST IN 5 YEARS. “ “ - ERIK QUALMAN
- 15. REPUTATION IS AN ASSET & MUST BE MANAGED LIKE OTHER ASSETS.
- 16. 92% OF INTERNET USERS READ REVIEWS AND 89% OF PEOPLE SAY REVIEWS INFLUENCE THEIR PURCHASE DECISIONS. - E TAILING GROUP “ “
- 17. A DIFFERENCE OF ONE STAR IN THE AVERAGE RATING CAN LEAD TO A 5% - 9% DIFFERENCE IN REVENUES. - HARVARD BUSINESS REVIEW “ “
- 18. 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
- 20. FOUR PILLARS OF “THE VIRTUAL DOORWAY” 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.”
- 21. A BUSINESS’ VIRTUAL DOORWAY IS WHAT YOU SAY ABOUT YOURSELF! DIGITAL FOOTPRINT
- 22. A BUSINESS’ VIRTUAL DOORWAY IS WHAT OTHERS SAY ABOUT YOU! DIGITAL SHADOW
- 23. VIRTUAL DOORWAY IS ON THE WEB
- 24. VIRTUAL DOORWAY IS ON SOCIAL MEDIA
- 25. ONE OF THE BIGGEST ISSUES BUSINESSES FACE! BEING FOUND
- 26. GOOGLE+ CONSISTENT BUSINESS LISTING DATA A SOCIAL MEDIA PRESENCE GOOGLE REVIEWS 1 2 3 4 THE 4 THINGS EVERY PROPERTY NEEDS:
- 27. GOOGLE+1
- 28. GOOGLE REVIEWS2
- 35. SEO-RICH DESCRIPTION LINK & GET SITE VERIFIEDLOCATION
- 38. PROFILE IMAGE 110 X 110 DESCRIPTION WEBSITE LINK IMAGE SIZE 640 X 640 (A 1:1 RATIO)
- 41. LINKSICON CHANNEL ART & NAME FEATURED VIDEO
- 43. MONITOR REVIEWS “I love this apartment!” “Management is horrible!”
- 45. SEARCH ON TOP REVIEW SITES
- 46. SEARCH YOUR COMPETITOR’S REVIEWS THIS IS A GIFT!
- 47. THE 3 TYPES OF REVIEWS 2. NEGATIVE REVIEWS 3. HEALTHY, UNMANAGED REVIEWS 1. NO REVIEWS / NO RECENT REVIEWS
- 48. 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
- 49. 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.
- 50. 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
- 51. 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.
- 52. ASK FOR REVIEWS During the Lease-Signing Process Renewal Office Visit Work Order /Call Back Move Out
- 54. CUSTOMER SERVICE GENERATING LEADS BUILDING FANS SUCCESSFUL SOCIAL MARKETING
- 55. HAVING A SOCIAL MEDIA CHANNEL YOU DON’T MONITOR IS LIKE HAVING PHONE LINES AT YOUR PROPERTY THAT ARE NEVER ANSWERED. 1. CUSTOMER SERVICE
- 56. 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
- 57. 3. BUILDING FANS YOUTILITY & VISUAL CONTENT
- 60. BEING A GREAT MARKETER IS HARDER THAN EVER Source: Jay Baer
- 61. 3 REASONS WHY… Source: Jay Baer
- 62. 1. CONSUMER BEHAVIOR CHANGE Source: Jay Baer
- 63. Source: Jay Baer 0 37.5 75 112.5 150 DAILY TIME SPENT, IN MINUTES 147 Smartphone 108 Computer 113 TV 50 Tablet
- 64. 2. REAL-TIME REPUTATION Source: Jay Baer
- 65. Source: Jay Baer
- 66. Source: Jay Baer
- 67. 74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “
- 69. 3. ENORMOUS COMPETITION FOR ATTENTION Source: Jay Baer
- 76. YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE Source: Jay Baer
- 77. WHAT SHOULD YOU DO NOW? Source: Jay Baer
- 78. STOP TRYING TO BE AMAZING, AND START BEING USEFUL Source: Jay Baer
- 83. THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE. - @JAYBAER
- 84. YOUTILITY
- 85. YOUTILITY SO USEFUL, PEOPLE WOULD PAY “ ” IS MARKETING YOU FOR IT.
- 86. CREATE YOUTILITY THROUGHOUT THE FUNNEL Source: Jay Baer — @JAYBAER
- 87. CREATE CONTENT THAT PEOPLE INCENTIVE TO SHARE. WILL HAVE AN
- 89. THE RIFLE APPROACH SAYS DON’T GET INVOLVED IN A PLATFORM UNLESS YOU CAN DO IT RIGHT. - @JAYBAER
- 91. THE SHOTGUN APPROACH SAYS YOU SHOULD BE EVERYWHERE AND THAT TOTAL PLATFORM SIZE IS SECONDARY (AND POSSIBLY IRRELEVANT). - @JAYBAER
- 93. #1 REAL ESTATE BOOK ON AMAZON ONLY $2.99
- 94. 3. VISUAL CONTENT EXPLODES
- 97. — @garyvee
- 100. Not just for selfies & recipes!
- 101. WHY IS VISUAL CONTENT IMPORTANT?
- 102. 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
- 103. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
- 104. POSTS WITH ATTRACT 3X MORE INBOUND LINKS THAN PLAIN TEXT POSTS. Source: SEOmoz VIDEOS
- 105. VISUAL CONTENT IS SOCIAL MEDIA-READY. IT’S EASILY SHAREABLE AND EASILY PALATABLE. Source: Wishpond.com
- 106. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.
- 109. 1. Meet The Team 2. Floor Plans 3. Resident Events 4. Customer Reviews 5. Lifestyle Content 6. Local 7. Staging Models 8. Videos 9. Expert Advice 10.Marketing Ideas 10 PINTEREST IDEAS
- 110. GET VERIFIED ON PINTEREST
- 111. PINTEREST ANALYTICS Track how many people are Pinning from your website, seeing your Pins, and clicking your content.
- 112. PINTEREST RICH PINS Place Pin: Include a map, address and phone number.
- 113. PINTEREST BUY IT BUTTON
- 115. 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 INSTAGRAM IDEAS
- 117. INSTAGRAM ADS
- 118. INFLUENCERS
- 119. INSTAGRAM TAKEOVERS
- 120. INSTAGRAM CONTEST
- 122. CANVA
- 123. PHONTO RHONNA DESIGNS PIC FRAME FLIPAGRAMPICMONKEY INFOGR.AMCANVA PICTOCHART FREE & LOW-COST EDITING & DESIGN TOOLS
- 124. MICRO VIDEO
- 125. VINE
- 126. LIVE STREAMING VIDEO
- 127. GOPRO & FACETIME TOURS
- 128. OREO WEB SERIES
- 131. 4. EMPLOYEE ADVOCACY
- 132. WHAT IS ONE OF THE BIGGEST CHALLENGES WE HAVE TODAY?
- 133. CONTENT
- 134. CONTENT IS KING
- 135. CONTESTS
- 136. CONTESTS IS KING
- 137. WHY SHOULD ANYONE CARE ABOUT CONTESTS? ?
- 138. CONTESTS CONTENT=
- 139. 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
- 140. The Power of Pinterest 2,189 PHOTOS RUN A CONTEST Crowdsource content from employees and residents.
- 141. DESUMMER FUN
- 142. CONTESTSARE THE GIFT THAT KEEPS ON GIVING
- 143. CROWDSOURCED ADS
- 144. #ForRentLife
- 147. RIDE THE TRENDS
- 148. RIDE THE TRENDS
- 150. ALIGN WITH A TV EVENT
- 151. ALIGN WITH A TV EVENT
- 152. ALIGN WITH A TV EVENT
- 153. Source: Adobe SiteCatalyst WALKING DEAD ALIGN WITH A TV EVENT
- 154. Source: Adobe SiteCatalyst ALIGN WITH A MOVIE JURASSIC WORLD
- 155. MAKE IT PERSONAL
- 156. HOST AN INSTAMEET EVENT
- 157. 6. GO MOBILE OR GO HOME
- 159. 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.
- 160. WEB CONTENT SHARED ON SOCIAL SHOULD BE MOBILE FRIENDLY
- 161. IN-APP SEARCH
- 162. IN-APP SEARCH
- 163. UN-BUNDLING APPS
- 164. UN-BUNDLING APPS
- 166. TAKEAWAYS
- 167. 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
- 169. HANDS-OFF SOCIAL MEDIA SOLUTION Our team of experts will create, post to, and manage your Facebook, Twitter, Google+ and Pinterest social media, in addition to responding to comments.
- 170. SOCIAL CHANNEL DESIGN GOOGLE+FACEBOOK TWITTER PINTEREST
- 171. 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 SOCIAL REACH
- 172. IMPROVE LISTING CONSISTENCY ACROSS MORE THAN 300 SITES DATA PROVIDERS Syndicate local business listings to four major data providers through Listing Distribution THE BIG 4 Create and correct listings on the following:
- 173. COMMUNITY REVIEWS MATTER 76% of consumers trust ratings and reviews. REVIEW GENERATION IN-AD REVIEWS REVIEW MANAGEMENT We can help you collect, promote, and respond to positive and negative reviews. 76% Communities with In-Ad Reviews Command 20% more leads than those without!20%
- 174. EXCLUSIVE DISTRIBUTION NETWORK As an FRSocial customer, you will receive additional distribution to the social advertising network. Plus, we’ll manage Facebook Ads on your behalf!
- 175. WE’RE HERE TO HELP Our dedicated multifamily experts are here to walk you through the process of getting setup, and are always available to chat!
- 176. CONCIERGE SUMMARY • Available to advertisers and non-advertisers. • Geared specifically to the multifamily audience. • We save you time. We will find and correct listings, respond to reviews/comments and post regularly to all your social media channels so you can focus on what’s most important – running your business. • Measure your efforts with analytics. • We are an extension of your social media team. • Perfect for small, medium and large-sized businesses (with or without social media teams) that need to manage, engage, and measure social media.