Workshop: An Apartment Manager’s Crash Course on Social Media Marketing by Erica Campbell Byrum

SOCIAL MEDIA MARKETING CRASH COURSE

ERICA CAMPBELL BYRUMDirector of Social Media Co-Author of Youtility for Real Estate

@EricaCampbell @AptsForRent #MFSMS

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

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.

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

PR

SALES

CUSTOMER RETENTION

MARKETING

SEO

COMP ANALYSIS

SOCIAL MEDIA

6 TRADITIONAL BUSINESS FUNCTIONS ENHANCED BY SOCIAL MEDIA

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

20149.4% 13.2% 21.4%

2015 2020

SOURCE: DUKE UNIVERSITY CMO SURVEY

CHIEF MARKETING OFFICERS SPEND ON SOCIAL MEDIA

THE ROI OF SOCIAL MEDIAIS THAT YOUR BUSINESS

WILL STILL EXIST IN 5 YEARS.

- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS

SOCIAL MEDIA TRENDS6

1. REPUTATION MATTERS

REPUTATION IS AN ASSET &MUST BE MANAGED LIKEOTHER ASSETS.

92% OF INTERNET USERS READ REVIEWS AND 89% OF PEOPLE SAY REVIEWS INFLUENCE THEIR PURCHASE DECISIONS.

- E TAILING GROUP

A DIFFERENCE OF ONE STAR IN THE AVERAGE RATING CAN LEAD TO A 5% - 9% DIFFERENCE IN REVENUES.

- HARVARD BUSINESS REVIEW

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

Source: Google

MICRO-MOMENTS

Source: Google

1. ESTABLISH AN IDENTITY

FOUR PILLARS OF

LISTINGS REPUTATION WEBSITE SOCIAL300+ 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

WHAT YOU SAY ABOUT YOURSELF!

DIGITAL FOOTPRINT

WHAT OTHERS SAY ABOUT YOU!

DIGITALSHADOW

VIRTUAL DOORWAY IS ON THE WEB

VIRTUAL DOORWAY IS ON SOCIAL MEDIA

ONE OF THE BIGGEST ISSUES BUSINESSES FACE!BEING FOUND

GOOGLE+

CONSISTENT BUSINESS LISTING DATAA SOCIAL MEDIA PRESENCE

GOOGLE REVIEWS

1

2

3

4

THE 4 THINGS EVERY PROPERTY NEEDS:

GOOGLE+1

GOOGLE REVIEWS2

GOOGLE SNACK PACK RESULTS

KNOWLEDGE GRAPH

CONSISTENT BUSINESS LISTING DATA ACROSS MORE THAN 300 SITES3

THE BIG 4 Create and correct listings on the following:

DATA PROVIDERS Syndicate local business listings to four major

data providers through Listing Distribution

A SOCIAL MEDIA PRESENCE

4

OPTIMIZE LISTINGS

PROFILE IMAGE 110 X 110

DESCRIPTION

WEBSITE LINK

IMAGE SIZE 640 X 640 (A 1:1

RATIO)

SEO-RICH DESCRIPTION

LINK & GET SITE VERIFIEDLOCATION

PHOTO/TEXT

URL

SEO-RICH DESCRIPTION

CATCHY TITLE

ATTRIBUTION

SEO-RICH DESCRIPTION & LINK

LINKS

TITLE & SUBTITLE

#HASHTAGS

+ 1s

COMMENTS

SUMMARY

LINK

IMAGE

SHARES

LINKS

ICON & CHANNEL ART

CHANNEL NAME

FEATURED VIDEO

2. MANAGE REVIEWS

MONITOR REVIEWS

I love this apartment!

Management is horrible!

SEARCH GOOGLE REVIEWS

SEARCH ON TOP REVIEW SITES

SEARCH YOUR COMPETITORS REVIEWS

THIS IS A GIFT!

THE 3 TYPES OF REVIEWS 2. NEGATIVE REVIEWS 3. HEALTHY, UNMANAGED REVIEWS

1. NO REVIEWS / NO RECENT REVIEWS

SAY YOURE SORRY!Im really sorry you had a negative experience at our property. We really pride ourselves on providing good customer service and an exceptional experience.

1

LEAVE SOME MARKETINGIm really sorry you had a negative experience at our property. We really pride ourselves on providing good customer service and an exceptional experience. 1

2This 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.

GET THE CUSTOMER ON THE PHONE!Im 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.

Id love for you to call me so we can work this out. My name is Erica Byrum and Im the property manager - please give me a call at 555.666.777.

1

2

3

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 theyre not. RULE 4: Show the steps youve taken to resolve the situation. RULE 5: Take the conversation offline.

ASK FOR

REVIEWS

During the Lease-Signing

Process

Renewal

Office Visit

Work Order /Call Back

Move Out

SHARE POSITIVE REVIEWS

SHARE POSITIVE REVIEWS

GOOGLE AD EXTENSION

3. IMPROVE ENGAGEMENT

CUSTOMER SERVICE

GENERATING LEADS BUILDING FANS

SUCCESSFUL SOCIAL MARKETING

HAVING A SOCIAL MEDIA CHANNEL YOU DONT MONITOR IS LIKE HAVING PHONE LINES AT YOUR PROPERTY THAT ARE NEVER ANSWERED.

1. CUSTOMER SERVICE

CONSUMERS DECLARE THEIR INTENTIONS ON SOCIAL MEDIA DAILY!

I need to find an apartment in

Dallas!I need help

moving!Im looking for a

roommate!

2. GENERATE LEADS

3. BUILDING FANS

YOUTILITY & VISUAL CONTENT

2. CREATING YOUTILITY

BEING A GREAT MARKETER IS HARDER THAN EVER

Source: Jay Baer

3 REASONS WHY

Source: Jay Baer

1. CONSUMER BEHAVIOR CHANGE

Source: Jay Baer

Source: Jay Baer

0

37.5

75

112.5

150

DAILY TIME SPENT, IN MINUTES

147 Smartphone

108 Computer

113 TV

50 Tablet

2. REAL-TIME REPUTATION

Source: Jay Baer

Source: Jay Baer

Source: Jay Baer

74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS.

- SATISFACTS RESEARCH

3. ENORMOUS COMPETITION FOR ATTENTION

Source: Jay Baer

YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE

Source: Jay Baer

WHAT SHOULD YOU DO NOW?

Source: Jay Baer

STOP TRYING TO BE AMAZING, AND START BEING USEFUL

Source: Jay Baer

IN NEW LEASES $150,000

THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE.

- @JAYBAER

YOUTILITY

YOUTILITY

SO USEFUL, PEOPLEWOULD PAY

IS MARKETING

YOU FOR IT.

CREATE YOUTILITY THROUGHOUT THE FUNNEL

Source: Jay Baer

@JAYBAER

SHOTGUNS

RIFLES. - @JAYBAER

TRUMP

THE RIFLE APPROACH SAYS DONTGET INVOLVED IN A PLATFORMUNLESS YOU CAN DO IT RIGHT.

- @JAYBAER

Source: Convince&Convert

THE SHOTGUN APPROACH SAYS YOU SHOULD BE EVERYWHERE

AND THAT TOTAL PLATFORM SIZE IS SECONDARY (AND POSSIBLY IRRELEVANT).

- @JAYBAER

Source: Convince&Convert

CREATE CONTENT THAT PEOPLE

INCENTIVE TOSHARE.WILL HAVE AN

#1 REAL ESTATE BOOK ON AMAZON

ONLY $2.99

3. VISUAL CONTENT EXPLODES

@garyvee

Not just for selfies & recipes!

WHY IS VISUAL CONTENT IMPORTANT?

90% OF INFORMATION TRANSMITTED TO THE BRAIN IS

VISUAL, AND VISUALS AREPROCESSED 60,000X FASTER IN

THE BRAIN THAN TEXT.

Sources: 3M Corporation and Zabisco

40% OF PEOPLEWILL RESPOND BETTER TO

VISUAL INFORMATION THANPLAIN TEXT.

Source: Zabisco

POSTS WITHATTRACT 3X MORE

INBOUND LINKS THAN PLAIN TEXT POSTS.

Source: SEOmoz

VIDEOS

VISUAL CONTENT ISSOCIAL MEDIA-READY.

ITS EASILY SHAREABLE AND EASILY PALATABLE.

Source: Wishpond.com

VISUAL STORIES HELP PEOPLEIDENTIFY WITH YOUR

ORGANIZATION.

A VISUAL DISCOVERY TOOL (GUIDE TO LIFE)

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

CHECKLISTS & INFOGRAPHICS

24.3K SOCIAL ENGAGEMENTS

4,697 UNIQUE VISITORS

6,502 PAGE VIEWS

GET VERIFIED ON PINTEREST

PINTEREST ANALYTICSTrack how many people are pinning from your website, seeing your pins, and clicking your content.

PIN WIDGETEmbed bigger pins on your site. Clickthrough rates increased by 8x.

PIN WIDGETEmbed bigger pins on your site.

PROFILE & BOARD WIDGETShow up to 30 of your latest pins and favorite boards latest pins on your site.

PINTEREST RICH PINSPlace Pin: Include a map, address and phone number.

PINTEREST RICH PINSPlace Pin: Include a map, address and phone number.

PINTEREST RICH PINSRecipe Pin: Include ingredients and cooking times.

PINTEREST RICH PINSProduct Pin: Include real-time pricing, availability and where to buy.

PINTEREST EXPAND PIN

PINTEREST BUY IT BUTTON

PINTEREST PROMOTED PINS

A SIMPLE WAY TO VISUALLY TELL YOUR STORY

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

REPOST & SHARING

INSTAGRAM AD FORMATS

PHOTO ADS VIDEO ADS CAROUSEL ADS

INSTAGRAM AD OBJECTIVES

CLICKS TO WEBSITE

WEBSITE CONVERSIONS

MOBILE APP INSTALLS/

ENGAGEMENTVIDEO VIEWS

INSTAGRAM INFLUENCERS

INSTAGRAM INFLUENCERS

INSTAGRAM TAKEOVERS

INSTAGRAM TAKEOVERS

INSTAGRAM TAKEOVERS

INSTAGRAM CONTEST

#mypbstory

INSTAGRAM CONTEST

INFOGRAPHICS

CANVA

PHONTO

RHONNA DESIGNS

PIC FRAME

FLIPAGRAMPICMONKEY

INFOGR.AMCANVA

PICTOCHART

FREE & LOW-COST EDITING &

DESIGN TOOLS

LIVE STREAMING & MICRO VIDEO

LIVE STREAMING VIDEO

PERISCOPE

Source: Raj Qsar

HYPERLAPSE

GOPRO & FACETIME TOURS

MINI WEB SERIES

10 MIN BREAK

4. EMPLOYEE & FAN ADVOCACY

WHAT IS ONE OF THEBIGGEST CHALLENGES

WE HAVE TODAY?

CONTENT

CONTENTIS KING

CONTESTS

CONTESTS IS

KING

WHY SHOULD ANYONECARE ABOUT

CONTESTS??

CONTESTS CONTENT=

EMPLOYEE ACTIVATIONYour employees have a vested interest in your companys 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

CONTENT - A -THON

255 STATUS UPDATES

30+ BLOG TOPIC IDEAS

The Power of Pinterest

2,202 PHOTOS

RUN A CONTESTCrowdsource content from employees and residents.

DE SUMMER

FUN

CONTESTS ARE THE GIFT THAT KEEPS ON GIVING

CROWDSOURCED ADS

#ForRentLife

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:

ENTRIES

WINNER

4 SEMI-FINALISTS

BLOG POST

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

BLOG CONTRIBUTOR

RE-OPTIMIZED BLOG POST

50,000+ NON-PAID VISITS TO THE POST IN

2014

WIN WIN

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

YOUR FANSBECOME YOUR...

CONTENT CREATORS

CONTESTS CONTENT=

NEARLY 7,000 PHOTOS,200+ VIDEOS, 900 PINTEREST BOARDS&THOUSANDS OF NEW CONTENTCONTRIBUTORS

5. REAL-TIME MARKETING

RIDE THE TRENDS

RIDE THE TRENDS

RIDE THE TRENDS

PUMPKINSPICE

RIDE THE TRENDS

LUMBERSEXUALS

ALIGN WITH A TV EVENT

ALIGN WITH A TV EVENT

ALIGN WITH A TV EVENT

Source: Adobe SiteCatalyst

WALKINGDEAD

ALIGN WITH A TV EVENT

3.1K SOCIAL ENGAGEMENTS

6,888 UNIQUE VISITORS

10,296 PAGE VIEWS

BEST INFOGRAPHIC AWARD

GAME OFTHRONES

ALIGN WITH A TV EVENT

Source: Adobe SiteCatalyst

ALIGN WITH A MOVIE

JURASSICWORLD

3.1K SOCIAL ENGAGEMENTS

592 UNIQUE VISITORS

852 PAGE VIEWS

FACEBOOK ADS

MAKE IT PERSONAL

HOST AN INSTAMEET EVENT

6. GO MOBILE OR GO HOME

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.

WEB CONTENT SHARED ON SOCIAL SHOULD BE MOBILE FRIENDLY

IN-APP SEARCH

APP DOWNLOADS

UN-BUNDLING APPS

UN-BUNDLING APPS

SOCIALIZING WEARABLE TECH

THE INTERNET OF SOCIAL THINGS

THE AIRBNB FOR CARS

SHARE AN UMBRELLA

SHARE ACCESS TO YOUR HOME

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

TAKEAWAYS

TAKEAWAYSReputation 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

@EricaCampbell

+EricaCampbellByrum

/EricaCampbellByrum

/EricaCampbellByrum

/EricaCByrum

/EricaCampbellByrum