Social Media Profiling, Vivek Sodera, Rapleaf

AIM 2010

Vivek SoderaCo-Founder / Business DevelopmentRapleaf

Social Media Engagement for Apartment Marketers

[email protected] / @vsodera

mailto:[email protected]


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10/13/2009

Contents

• Rapleaf | About• Social Media Landscape• Social Media Trends• Email-to-Social• Facebook• Twitter• Foursquare• Plancast• Additional Platforms• Summary• Something Extra…• Contact




10/13/2009

Rapleaf | About

NASCAR Fan

Food NetworkFan

ILikecats

Quick Facts• Data on 900+ million records• 400+ million consumers• 60+ billion friend connections

Rapleaf provides social media data and consumer insight to drive acquisition, retention and data intelligence activities. With the largest and most comprehensive social media database, Rapleaf helps clients exceed marketing objectives.

Headquarters: San Francisco, CASatellite Offices: Chicago, IL

New York, NY

[email protected] / @vsodera 3



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Inputs:• Emails• Name and Address• Facebook Fan page• Twitter followers

Social Searches:

• And 35+ more sites

Returns:• Social network memberships• Demographics• Occupation• Social graph• Influence• And more

In the form:• Aggregate report• Individual data appends• Instant API

Used for:• Targeting, segmentation• Identifying influencers• Optimizing resources• Social CRM

Rapleaf | About

(1) Who – demographics(2) Where – footprint online(3) What – affinities, interests(4) With Whom – friend connections

Rapleaf Universe

Rapleaf Process




Social Media Landscape

Women Women Average Friends Men Men Average

Friends

1-100 friends (Social Networkers) 79.07% 62 80.72% 57

101-1,000 friends (Connectors) 20.26% 185 18.60% 172

1,001-10,000 friends (Super Connectors) 0.65% 1,837 0.66% 1,944

10,000+ friends (Uber Connectors) 0.01% 24,077 0.02% 24,584

Usage – 80/20 Rule

Demographics




Social Media LandscapeEarly vs. Recent AdoptersSocial Network

Early Adopters Adoption Motivation

Recent Adopters

Adoption Motivation

Facebook College students To get laid Soccer moms; Parents

To connect with their kids; Oprah

Twitter SXSW attendees; business folks; celebrities

To stay connected to thought leaders; vanity

Soccer moms Oprah

Myspace Groupies/Music fans

Access to musicians; to get laid

Middle America

To get laid

LinkedIn Business folks Sales tool College students

To get a job

Foursquare SXSW attendees; tech/media folks (SF/NY)

Gaming component; To socially connect in physical environment

N/A N/A




Social Media Trends

-Content distribution timescale: Past (Asynchronous) Present (Realtime) Future (Intent)

Blog/Reviews Twitter/Foursquare Plancast

Trends-Facebook is new webpage -Socialized commerce -FB Connect massive ad network (100MM)

-Social broadcasting is on the rise Social Tool DescriptionTwitter What’s on your mind/going onFoursquare/Gowalla Where are you atBlippy What are you buyingPlancast Where you’re going to beQuora What do you want to discussDailybooth Twitter for pictures??? Where are you living/renting




Email-to-Social: Unanonymize


Case Study: Cosmetics Company-Company wanted to expand FB fan base-We identified which customers were on FB-Company sent targeted email to FB customer base to fan

on FB fan page-Company fanbase grew 10,000% in weeks

Strategy:-Identify existing and potential tenants/leads on social -Target email marketing to those on FB & Twitter• Ask to fan/follow your page(s)• Ping potential ambassadors or influencers with

special offers & incentives• Ping groups of friends-Ping folks that change location (via LinkedIn, etc)

>50% on Facebook

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Email-to-Social: Identify Influencers

Friend counts of customers

< 10 Friends

10 - 25 Friends

26 - 50 Friends

51 - 75 Friends

76 - 100 Friends

101 - 150 Friends

151 - 200 Friends

201 - 250 Friends

250+ Friends

- 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 3,648

1,495 943 687

342 240 133 41 31 Num

ber o

f Cu

stom

ers

Influencers – Targets for word-of-mouth marketing campaigns


Social Influencers Can Broadcast Your Message

Case Study: CPG-CPG interested in leveraging 'mommy bloggers'

for brand equity purposes-Un-anonymized customer set (4M)-Identified socially influential 'soccer moms'-CPG reached out to influencers & had them

participate in blog/Twitter campaign

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Facebook – What Will Be Covered

• Facebook Connect

• Engagement Ads

• Facebook Ads

• Recent Facebook Changes




Facebook – MeasureSocial Media Sabermetrics-Identify your business goals-Set your Key Social Performance Indicators (KSPIs)-Develop low-investment programs that should drive KSPIs-Optimize tactics based on performance of KSPIs

Standard KSPIs-Subscribers (email, RSS, or notifications)-Content consumption-Socially-indexed conversations-UGC (photos/videos/wall posts added by fans)-Pageviews-Number of fans-Number of comments/likes-Time engaged with the site-Total unique visitors

*credit: Ian Schafer & Tyler [email protected] / @vsodera 11



Facebook – Sexy Apartment Listings

Craigslist Website Twitter Search Landing Page

Email Youtube Yelp 3rd Party Listing Sites




Facebook – Make Your Fanpage SexyInvolver:




Facebook – The New WebpageGreat Examples:

Traffic

Email address capture form (leads)




Facebook – Be Social Yet Professional

Be Professional-Make it aesthetically pleasing

(Involver)-Ask questions/get feedback

(Brandglue)

Social Media is One Big Cocktail Party

Embrace the CommunityOnline




Facebook – News Feed Optimization

No One Visits Your Fanpage (True Story)• Focus on converting visitors --> fan (interact through the newsfeed, NOT the page).

• Newsfeed algorithm – EdgeRank

(1) Affinity score between the viewing user and the item's creator; higher affinity score if you send your friend FB messages and look at their profile(2) Weight for edge type (create, comment, like, tag, etc.); comment has more importance than a like(3) Time decay factor based on how long ago the edge was created

• BrandGlue: Make clients' status updates appear in their fans' newsfeed more often

• Call your fans to action (ask for comments) –Not Great: Better:“Units available here: [link]" “How important is the community

environment when selecting an apartment to rent? (BTW, we've got special discounts ` on the following units: [link])"




Twitter – Setting Up Your PageTwitter Page

Twitter Search

Basic Monitoring Advanced Monitoring

-Don’t tweet crap…learn from Shaq-Tweet open listings and vacancies-Alert tenants of apartment updates-Engage influencers & potential ambassadors-Beautify your Twitter page & provide contact info-

-TweetDeck, Hootsuite, etc.-Track/monitor your company’s

mentions + competitor’s-Stream tweets from apt hunters

-Radian6, Visible Technologies, etc.-Advanced analytics in monitoring

your company + competitors-Sentiment analysis




Twitter – Remember…

• Engage, Engage, Engage: Engage with existing Twitter followers & known FB fans

• Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP

• Track: Periodically measure aggregate sentiment and aim to continually increase in positivity




FoursquareThis Year’s Twitter

Distributed Marketing

-Users check-in their location & broadcast to friends-Combines the buzz of geo + realtime-Users incentivized by points, badges, & mayor offers

Mayorship

-Tenants check-in and broadcast to friends that they’re currently at their apt (friends likely to stop by and be exposed to apartment surroundings)

-Encourage tenants to check in

-Engage and embrace loyal tenants-Offer incentives to Mayor of apt (5% off rent or

reserved parking spot)[email protected] / @vsodera



Foursquare – Go the Extra…Tips*Go the Extra Inch:

• List your business location so it shows up in results when users are nearby.

• Add unique tips and to-dos for local restaurants, retailers and other venues.

• Offer a reserved parking spot to the “Mayor” of your community.

• Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.

• Encourage as many people in your community as possible to join Foursquare, then share their best tips and to-dos on your blog.

Go the Extra Mile:

• Track Mayor deals and check-in coupons for other businesses in the area, and post them on your website.

• Get out in the neighborhood and help more businesses create their own Foursquare deals.

• Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.

• Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.

• Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”

*credit: Mike Whaling/[email protected] / @vsodera 20



Plancast – A New, Upcoming PlatformFoursquare for the Future-Event driven social broadcasting-Combines geo + intent-Business model is still unclear-Gained traction at SXSW like Twitter

& Foursquare before it

Plan Ahead-Plan offers & incentives ahead of time:• Moving Out Moving service (not U-Haul) offers• Moving In Comcast, Bed Bath & Beyond coupons• Pool party / BBQ Conditional sponsorship of food/drinks• Local events Email, tweet, or message tenants




Additional PlatformsYelp

-Monitor reviews for current and existing tenants and outreach-Pro-actively upload images and content

Augmented Reality-Minority Report like technology-UDR gets it

Slideshare-can upload 1-2 page sales material on apartment listings-can capture leads thru embedded lead collection form:

http://www.slideshare.net/business

Myspace/Hi5/Bebo/Friendster/etc.-niche targeting: middle America, Latinos, African Americans, etc.




Summary - Strategies


Platform Retention Marketing / Acquisition / Lead Gen

Email (1) Un-anonymize with social data present periodic yet targeted content

(1) Un-anonymize with social data targeted marketing + drive to fan page; (2) Influencer targeting & incentivize

Facebook (1) Ask questions/engage/feedback (1) Fan page --> website lead collection form; (2) Email collection module within fanpage

Twitter (1) Tenant relevant updates; (2) Search/Tweetdeck/buzz monitor unhappy tenants

(1) Search qualified leads; (2) Market listings

Foursquare (1) Mayorship offers (1) Tenant check-ins/broadcasting; (2) Shout-out to friends

Plancast (1) Engage existing tenants & support apt associated & local events

(1) Tenants bring leads through apt associated events

Augmented Reality N/A (1) Vacancy transparency in real world

Slideshare N/A (1) Embedded lead collection form

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You Want More?

Social Data• Social Site Affiliation• Interests and brand affinities• Occupation• Education• Location

Social Graph• Targeting friends• Extending reach• Social Affinity

Offline Data• Income• Presence of children• Home Ownership• Purchase Behavior• Lifestyles• Much more

Micro-Targeting• Target lists of people for

postal and/or email programs

• Serve display media to only people you want

• Use customer insight to tailor messaging and media plan




YOUR AD HERE

YOUR AD HERE

Target Ads Based on Social DataTarget:-existing fans/followers-friends of current fans/followers-existing & prospective tenants-friends of tenants-fans/followers of competitors-custom & built out segments




Contact:

Vivek [email protected]: @vsodera510.919.6221

Questions?





Technology

Social Media Profiling, Vivek Sodera, Rapleaf