Embed Size (px)
Citation preview
Social Media Workshop@EricaCampbell @AptsForRent
#multifamilysms2017
Agenda The State of Social Consumer Trends FacebookInstagramPinterestTwitterSnapchat
The State of Social
Social Media Challenges
Sp
end
ing
in B
illio
n U
.S. D
olla
rs
0
4.5
9
13.5
18
2014 2015 2016 2017 2018 2019
$17.34
$15.36
$13.51
$11.72
$9.74
$7.52
Source: Statista 2017
Social media spending continues to grow at an impressive rate.
Social Media Marketing Spending
Social Media Spending
Social media spend is set to increase markedly in the next few years: doubling from 10% of today's
marketing budgets to 20% by 2021.
Source: eMarketer
IT/SEO
HR/ RECRUITING
CUSTOMER RETENTION
MKTG/PR/SALES
LEGAL
COMP ANALYSIS
SOCIAL MEDIA
6 Traditional Business Functions Enhanced By Social Media
Determine Your Goals
Conduct a Social Audit
Develop a Content Strategy
Monitor & Track Analytics
Make Adjustments
• Web traffic
• Leads
• Engagement
• Referrals
• Leases
• Video views
• Retention
• Resident event traffic
• Who is your target audience?
• Who is your engaged audience?
• What time/day works best?
• What are your strengths and weaknesses?
• What type of post will work best to meet goals?
• What networks should you be on to meet goals?
• Do you have a promotional budget or paid spend?
•What A/B tests can you do?
• Use relevant tools and apps to track progress and campaign results.
• Evaluate how content is performing.
• Narrow in on what is working best and repeat.
• Analyze progress to make adjustments.
• Use data collected to measure success against goals.
5 Step Social Media Strategy
The ROI of social media is that your businesswill still exist in 5 years.
“ “- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS
Consumer Trends
EphemeralEmbrace livestreams that demand participation.
Primed by the constant avalanche of livestreamed video, 2017 will see
consumers demand digital content that is timely and immersive; lasting in impact even if fleeting in duration.
Ephemeral - Faster
E P H E M E R A L
How do you attract today’s endlessly distracted
consumer? Take your viewers PRISONER by
demanding active, physical participation in order to
watch your content.
Livestream Prisoners
Static to Real Time
100 Million
500 Million
108 Million
reviews on Yelp
500 MillionSnapchat snaps
per day
Source: Digital Insights, October, 2016
NUMBER OF USERS
more than
1.6 Billion
320 Million
• 500 million snaps per day.
• Stories last 24 hours & 10 second snap limit.
• Video/audio calling & chat messaging.
Ephemeral Snapchat Send photos and videos that quickly disappear forever.
WWFGrass Roots Movement: Switch Off for Climate Action. In March 2015 it ran Dark Tickets: livestreamed concerts available only when the viewer turned the lights off.
Earth Hour
BettermentSelf improvement through virtual reality.
Betterment• Self improvement.
• Improve process.
• Consumers awaken to the self-improvement possibilities of virtual reality.
• Digital technologies fueling virtual actualization.
of consumers value the role that brands
play in enabling their personal goals.
90%
Betterment RideOnRideOn augmented reality ski
goggles project data and graphics on to the snow in front of the wearer.
Guided Meditation VR
Users can customize meditations to explore a range of relaxing locations across the universe.Virtual Actualization
Betterment Cerevrum Cerevrum creates virtual reality brain-training
games, designed to enhance memory, attention, perception, speed and more.
Betterment Icaros The workout of the future. Where VR gaming and exercise epically combine. A fitness machine that
stimulates flying.
BETTERMENT VIRTUAL ACTUALIZATION
Virtual Actualization ToyotaToyota unveiled an Oculus Rift
experience intended to turn teens into better, less distracted drivers.
betterment Betterment Zagster
Zagster designs, builds, and operates bike sharing amenity programs for leading multi-family residential
properties.
Betterment AVE Citizen Folding Bike Residents enjoy complimentary folding bikes.
MICRO-MOMENTSBe there | Be useful | Be quick
20052005
2014
Take Out Your Phones
We check our phones
150 times a day
Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report
Confidential + Proprietary
Nomophobianoun
a fear of being without mobile device, power source, or service area.
Source: Google
7:05am Text Jim
7:45am Check time
8:12am Read text from Jim
9:03am Send work email
1:23pm Post vacation photos
3:29pm Text Karen
5:38pm Take picture of traffic
5:40pm Post picture of traffic
Moments
Moments Behind these mobile bursts are countless interactions.Google
Source: Google
7:15am Find brunch place
7:53am Watch how-to fix faucet video
8:59am Research vacation destinations
10:07am Read about best running shoes
1:23pm Watch mountain biking videos
5:38pm Look up mortgage rates
Micro-Moments
Micro-MomentsIt’s a micro-moment when you turn to your smartphone
to fulfill a need or answer an “I want…” question.Google
Source: Google
I-want-to-know moments
66% of smartphone users turn to their phones to look up something they saw in a TV commercial
53% of online video viewers watch online video to be inspired or entertained
YouTube is the
#1 platform 18-34 year-olds choose to explore their passions
I-want-to-watch
what-I’m-into
moments
65% of online consumers look up more information online now versus a few years ago
I-want-to-go moments
82% of smartphone users use a search engine when looking for a local business
I-want-to-do moments
100M+ hours of “how-to” content have been watched on YouTube so far this year
I-want-to-buy moments
29% increase in mobile conversion rates in the past year
2X increase in “near me” search interest in the past year
91% of smartphone users turn to their phones for ideas while doing a task
82% of smartphone users consult their phones while in a store deciding what to buy
Micro-MomentsIt’s a micro-moment when you turn to your smartphone
to fulfill a need or answer an “I want…” question.Google
Source: Google
Micro-Moments Succeeding in a Micro-Moment World.Google
How To Win Micro-Moments
Be There - be ready to help when those moments occur.
Be Useful - be relevant to consumers’ needs in the
moment, and connect them to content they’re looking for.
Be Quick - mobile users want to know, go, and buy swiftly.
Your mobile experience has to be fast and frictionless.
Source: Google
REPUTATION =What you say about yourself (Digital Footprint)
What others say about you (Digital Shadow)
Reputation is an asset & must be managed like
other assets.
Take Out Your Phones
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.”
A business’ virtual doorway is far more important than their actual doorway.
Four Pillars Of “The Virtual Doorway”
Is about making sure your customers can find you
Visibility
Accurate Listings make customers happy and Google happy. The more consistent your listings, the higher up in Google you’ll appear.
Source: Moz Local Search Rankings
Overall Ranking Factors
The 4 things every property needs to impact local search
1Google My Business & Google +
2 Google Reviews
A difference of one star in the average rating can lead to a 5% - 9% difference in revenues.
- HARVARD BUSINESS REVIEW
“ “
3
THE BIG 4 Create and correct listings on the following:
DATA PROVIDERS Syndicate local business listings to four major
data providers through Listing Distribution
Consistent Business Listing Data Across Hundreds of Sites
4A Social Media Presence
Marketing so useful people would pay for it.
YOUTILITY
Youtility Why Smart Marketing is About Help Not Hype.Jay Baer
Source: Jay Baer
Being a great marketer is harder than ever
Source: Jay Baer
3 reasons why…
1. Consumer behavior change
Source: Jay Baer
Source: Jay Baer
0
37.5
75
112.5
150
147 Smartphone
108 Computer
113 TV
50 Tablet
Daily time spent, in minutes
2. Real-time reputation
Source: Jay Baer
Source: Jay Baer
Source: Jay Baer
3. Enormous competition for attention
Source: Jay Baer
Source: Jay Baer
You are competing against the people we actually love
Source: Jay Baer
What should you do now?
Stop trying to be amazing, and start being useful
Source: Jay Baer
in new leases!
$150,000
- @JAYBAER
The difference between help and hype is just two letters, but they make all the difference.
YOUTILITY
Youtility
so useful, people
would pay
“
”
is marketing
you for it.
Create contentthat people
incentive to
share.
will have an
$14.99
$2.99
Available on Amazon
Exposure, leads, loyalty & traffic
3 Types of Content That Wins Attention
#1: Entertain-me.
#2: Educate-me.
#3: Reward-me.
3 Types Of Content To Win Attention
• Ask questions (Fill in the blank, yes/no, either/or, “like/comment if”).
• Posts including action words such as “Post,” “Comment,” “Take,” “Submit,” “Like” & “Tell Us” prove to gain more engagement.
• Posts with 80 characters or less get 66% more engagement.
Include a Picture & CTA
Recipes / Pets / Décor
Run a Contest
Run a Contest
Facebook Features
Prepare for especially busy days by scheduling your Facebook updates in advance.
Schedule Your Posts
Integrate Instagram
Messenger
Facebook Search Graph
Facebook 360
100M+ VIEWS
LIVE
Casey Van Zant blah blah
LIVE
Toni Blake’s 10@10
Facebook Ads
Audience Targeting
Photo Ads
Desktop & Mobile Right Column
Source: Facebook
Video Ads
People spend more than 100 million hours watching video on Facebook every day.
Source: Facebook
Carousel Ads
The carousel format allows you to showcase up to 10 images or videos within a single ad, each with its own link.
Source: Facebook
Lead Ads Add a contact form to your ads to collect additional information about leads.
Source: Facebook
Facebook Ad Case StudyEight confirmed leases from Facebook Ads for The Glen at Colonial Heights, a Drucker & Falk property.
A simple way to tell your story
Feed Profile Filters
Source: Instagram
Boomerang Hyperlapse Layout
Disappearing Content
Instagram Content Ideas
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
Content Ideas
Unique Hashtag
#ForRentLife
Contests
Contests
Employee/Follower Takeover
Work With Influencers
Loop Giveaway
A contest that incorporates 5-30+ brands that are interested in hosting a contest and giving away a prize in exchange for more followers.
Instagram Stories
Stories
The Stories feature is now used by 150 MILLION people every day. This represents a 50-million-user increase in just three months.
“ “
Cross promote your other social channels to drive awareness and increase followers.
Cross Promote
W Hotel encouraged users to tag their photos with #WHOTELS for a chance to be featured on their account.
Encourage Hashtag Usage
Encourage Hashtag Usage
Feature User Content
Feature User Content
For 24 hours, J. Crew used the disappearing format to garner feedback from customers on a color for its 2017 Chateau Parka.
Crowdsource
Crowdsource
Customers voted for the colors by sending a direct message to Jcrew’s account, and the color with the most votes will go into production for 2017.
Crowdsource
Crowdsource
Starbucks used Stories to announce their new drink Cascara Latte.
Launch Products
Launch Products
Interviews
Work With Influencers
*New* Instagram Features
Live Video
Live Video
Boomerang lets you turn everyday moments into captivating mini videos that loop back and forth.
Boomerang
Type “@” followed by a username and select the person you’d like to mention. Their username will appear underlined in your story.
And when someone taps the mention, they’ll see a pop-up that takes them to that profile.
Mentions
Mentions
Users can choose a “see more” option on the very bottom of a story’s image. From there, they’ll be able to preview the link right inside the app.
‘See More’ Links
Shopping [Beta]
Instagram Ads
Photo Ads Video Ads Carousel Ads
Ad Formats
Clicks to Website
Website Conversions
Mobile App Installs/
Engagement
Video Views
Ad Objectives
Example Ad
Advertise In Stories
The ads in Instagram Stories will be sold on the platform’s auction-style, automated system that charges cost-per-thousand-impressions rates.
10 Minute Break
A visual discovery tool (guide to life)
14 minutes = avg site visit.
30% prefer over watching TV.
When you name your board, keep keywords in mind, and make sure it’s a relevant title.
Setting Up Boards
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
Board Ideas
Lifestyle Images Tasteful Branding Text Overlay & List Images
Best Image Practices
24.3K SOCIAL ENGAGEMENTS
4,697 UNIQUE VISITORS
6,502 PAGE VIEWS
Checklists & Infographics
Show up to 30 of your latest pins and favorite board’s latest pins on your site.
Profile & Board Widget
Recipe Pin: Include ingredients and cooking times.
“Rich Pins”
Product Pin: Include real-time pricing, availability and where to buy.
“Rich Pins”
When you spot a Pin with a blue price, you’ll know it’s buyable.
Buyable Pins
The Save button lets your customers add things they like onto Pinterest, which means even more people can find it.
Save Button
Track how many people are pinning from your website, seeing your pins, and clicking your content.
Analytics
Pinterest Ads
Promoted Pins
Short blurbs less than 140 characters
Cross Promote
Cross Promote
Promote Events
Promote Events
Local Content & Events
Youtility Content
Promote Specials
Resident Giveaway
Resident Giveaway
Promote Surveys
Behind The Scenes (#BTS)
Reveal A Product
Feature User Content
Partner With Influencers
Twitter Ads
Promoted Tweets
Appears in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user.
Snapchat
Send photos and videos that quickly disappear forever
NEW: Universal Search
12 Ways to Use Snapchat for
Business
Reveal a Product
Where you invite a social-savvy individual to create authentic user-generated content for your Snapchat channel or an employee to provide behind the scenes Snaps.
Employee/Follower Takeover
Where someone who has a sizable following on social media that your target audience trusts or admires takes over your account.
Influencer Takeover
You can get your followers involved with Snapchat-exclusive coupon codes or other exclusive promos.
Share Promo Codes
Snapchat’s ephemeral nature makes it the perfect fit to advertise limited-time-only events. Make it part of your next resident event to give fans the inside scoop.
Promote Events
Give your followers a VIP look at your events and promotions that they might not have a chance to attend in person. It’s a fun, easy way to bring new life to established events.
Give VIP Access
Customers love seeing the personality of a brand and will feel more emotionally connected to your brand.
Behind-The-Scenes Footage
Contests
Give Helpful Tips
Highlight News
Holidays & Quotes
Create Geofilters For Events
Create Geofilters For Events
Snapchat Ads
Ad Formats
In A Snap Sponsored
Geofilters
On any given day, Snapchat reaches 41% of all 18-34 yr olds in the US.
Source: Snapchat
Resources & Takeaways
Canva
PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PIKTOCHART
Editing & Design Tools
Scale Your Content Strategy
Takeaways #1: Social media spending is increasing. #2: Reputation is an asset and must be managed like other assets. #3: Be useful and helpful in your marketing. #4: Facebook is not dead! Almost every marketer is using Facebook. #5: Businesses are adapting to Facebook as a pay-to-play channel. #6: Live video is about to peak! Now’s the time to get on. #7: The only constant is change.
$199/MONTHLY $184/QUADLY• Creates and corrects online listings on Google My Business, Bing Places, Yelp and YellowPages.com.
• Syndicates local business listings to four major data providers through Listing Distribution.
• Recruits residents to write positive reviews with the Review Generation tool. • Displays positive reviews on ForRent.com with In-Ad Reviews (Advertiser Exclusive).
• Responds to online reviews on your behalf.
• Provides access to dashboard with analytics and reporting.
• Supplies a dedicated industry-specific team with on-boarding.
• Setup of Facebook, Twitter, Google+ and Pinterest with graphics.
• Seven social posts/week, four hyper-local custom posts/ month and ten Pinterest pins/month. • Custom Facebook Post an Ad and Available Apartments App (Advertiser Exclusive).
• Response to social media comments on your behalf.
• Distribution to the ForRent.com social advertising network (Advertiser Exclusive).
• Facebook Ad management.
Reputation Concierge Social ConciergeIncludes everything in Reputation Concierge, plus:
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum
