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

Facebook

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.

Instagram

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.

- INSTAGRAM

“ “

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

Pinterest

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

Twitter

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