Erica Campbell Byrum - Social Media Marketing Refresher Course for Apartment Managers
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Transcript of Erica Campbell Byrum - Social Media Marketing Refresher Course for Apartment Managers
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Social Media Workshop@EricaCampbell @AptsForRent
#multifamilysms2017
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Agenda The State of Social Consumer Trends FacebookInstagramPinterestTwitterSnapchat
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The State of Social
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Social Media Challenges
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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
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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
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IT/SEO
HR/ RECRUITING
CUSTOMER RETENTION
MKTG/PR/SALES
LEGAL
COMP ANALYSIS
SOCIAL MEDIA
6 Traditional Business Functions Enhanced By Social Media
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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
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The ROI of social media is that your businesswill still exist in 5 years.
“ “- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS
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Consumer Trends
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EphemeralEmbrace livestreams that demand participation.
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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
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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
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Static to Real Time
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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
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• 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.
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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
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BettermentSelf improvement through virtual reality.
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Betterment• Self improvement.
• Improve process.
• Consumers awaken to the self-improvement possibilities of virtual reality.
• Digital technologies fueling virtual actualization.
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of consumers value the role that brands
play in enabling their personal goals.
90%
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Betterment RideOnRideOn augmented reality ski
goggles project data and graphics on to the snow in front of the wearer.
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Guided Meditation VR
Users can customize meditations to explore a range of relaxing locations across the universe.Virtual Actualization
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Betterment Cerevrum Cerevrum creates virtual reality brain-training
games, designed to enhance memory, attention, perception, speed and more.
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Betterment Icaros The workout of the future. Where VR gaming and exercise epically combine. A fitness machine that
stimulates flying.
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BETTERMENT VIRTUAL ACTUALIZATION
Virtual Actualization ToyotaToyota unveiled an Oculus Rift
experience intended to turn teens into better, less distracted drivers.
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betterment Betterment Zagster
Zagster designs, builds, and operates bike sharing amenity programs for leading multi-family residential
properties.
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Betterment AVE Citizen Folding Bike Residents enjoy complimentary folding bikes.
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MICRO-MOMENTSBe there | Be useful | Be quick
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20052005
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2014
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Take Out Your Phones
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We check our phones
150 times a day
Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report
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Confidential + Proprietary
Nomophobianoun
a fear of being without mobile device, power source, or service area.
Source: Google
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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
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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
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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
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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
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REPUTATION =What you say about yourself (Digital Footprint)
What others say about you (Digital Shadow)
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Reputation is an asset & must be managed like
other assets.
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Take Out Your Phones
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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”
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Is about making sure your customers can find you
Visibility
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Accurate Listings make customers happy and Google happy. The more consistent your listings, the higher up in Google you’ll appear.
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Source: Moz Local Search Rankings
Overall Ranking Factors
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The 4 things every property needs to impact local search
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1Google My Business & Google +
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2 Google Reviews
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A difference of one star in the average rating can lead to a 5% - 9% difference in revenues.
- HARVARD BUSINESS REVIEW
“ “
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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
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4A Social Media Presence
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Marketing so useful people would pay for it.
YOUTILITY
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Youtility Why Smart Marketing is About Help Not Hype.Jay Baer
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Source: Jay Baer
Being a great marketer is harder than ever
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Source: Jay Baer
3 reasons why…
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1. Consumer behavior change
Source: Jay Baer
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Source: Jay Baer
0
37.5
75
112.5
150
147 Smartphone
108 Computer
113 TV
50 Tablet
Daily time spent, in minutes
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2. Real-time reputation
Source: Jay Baer
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Source: Jay Baer
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Source: Jay Baer
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3. Enormous competition for attention
Source: Jay Baer
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Source: Jay Baer
You are competing against the people we actually love
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Source: Jay Baer
What should you do now?
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Stop trying to be amazing, and start being useful
Source: Jay Baer
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in new leases!
$150,000
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- @JAYBAER
The difference between help and hype is just two letters, but they make all the difference.
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YOUTILITY
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Youtility
so useful, people
would pay
“
”
is marketing
you for it.
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Create contentthat people
incentive to
share.
will have an
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$14.99
$2.99
Available on Amazon
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Exposure, leads, loyalty & traffic
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3 Types of Content That Wins Attention
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#1: Entertain-me.
#2: Educate-me.
#3: Reward-me.
3 Types Of Content To Win Attention
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• 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
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Recipes / Pets / Décor
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Run a Contest
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Run a Contest
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Facebook Features
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Prepare for especially busy days by scheduling your Facebook updates in advance.
Schedule Your Posts
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Integrate Instagram
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Messenger
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Facebook Search Graph
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Facebook 360
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100M+ VIEWS
LIVE
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Casey Van Zant blah blah
LIVE
Toni Blake’s 10@10
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Facebook Ads
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Audience Targeting
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Photo Ads
Desktop & Mobile Right Column
Source: Facebook
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Video Ads
People spend more than 100 million hours watching video on Facebook every day.
Source: Facebook
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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
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Lead Ads Add a contact form to your ads to collect additional information about leads.
Source: Facebook
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Facebook Ad Case StudyEight confirmed leases from Facebook Ads for The Glen at Colonial Heights, a Drucker & Falk property.
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A simple way to tell your story
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Feed Profile Filters
Source: Instagram
Boomerang Hyperlapse Layout
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Disappearing Content
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Instagram Content Ideas
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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
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Unique Hashtag
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#ForRentLife
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Contests
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Contests
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Employee/Follower Takeover
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Work With Influencers
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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.
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Instagram Stories
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Stories
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The Stories feature is now used by 150 MILLION people every day. This represents a 50-million-user increase in just three months.
“ “
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Cross promote your other social channels to drive awareness and increase followers.
Cross Promote
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W Hotel encouraged users to tag their photos with #WHOTELS for a chance to be featured on their account.
Encourage Hashtag Usage
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Encourage Hashtag Usage
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Feature User Content
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Feature User Content
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For 24 hours, J. Crew used the disappearing format to garner feedback from customers on a color for its 2017 Chateau Parka.
Crowdsource
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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.
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Crowdsource
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Crowdsource
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Starbucks used Stories to announce their new drink Cascara Latte.
Launch Products
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Launch Products
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Interviews
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Work With Influencers
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*New* Instagram Features
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Live Video
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Live Video
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Boomerang lets you turn everyday moments into captivating mini videos that loop back and forth.
Boomerang
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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
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Mentions
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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
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Shopping [Beta]
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Instagram Ads
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Photo Ads Video Ads Carousel Ads
Ad Formats
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Clicks to Website
Website Conversions
Mobile App Installs/
Engagement
Video Views
Ad Objectives
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Example Ad
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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.
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10 Minute Break
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A visual discovery tool (guide to life)
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14 minutes = avg site visit.
30% prefer over watching TV.
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When you name your board, keep keywords in mind, and make sure it’s a relevant title.
Setting Up Boards
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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
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Lifestyle Images Tasteful Branding Text Overlay & List Images
Best Image Practices
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24.3K SOCIAL ENGAGEMENTS
4,697 UNIQUE VISITORS
6,502 PAGE VIEWS
Checklists & Infographics
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Show up to 30 of your latest pins and favorite board’s latest pins on your site.
Profile & Board Widget
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Recipe Pin: Include ingredients and cooking times.
“Rich Pins”
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Product Pin: Include real-time pricing, availability and where to buy.
“Rich Pins”
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When you spot a Pin with a blue price, you’ll know it’s buyable.
Buyable Pins
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The Save button lets your customers add things they like onto Pinterest, which means even more people can find it.
Save Button
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Track how many people are pinning from your website, seeing your pins, and clicking your content.
Analytics
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Pinterest Ads
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Promoted Pins
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Short blurbs less than 140 characters
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Cross Promote
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Cross Promote
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Promote Events
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Promote Events
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Local Content & Events
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Youtility Content
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Promote Specials
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Resident Giveaway
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Resident Giveaway
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Promote Surveys
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Behind The Scenes (#BTS)
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Reveal A Product
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Feature User Content
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Partner With Influencers
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Twitter Ads
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Promoted Tweets
Appears in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user.
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Snapchat
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Send photos and videos that quickly disappear forever
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NEW: Universal Search
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12 Ways to Use Snapchat for
Business
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Reveal a Product
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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
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Where someone who has a sizable following on social media that your target audience trusts or admires takes over your account.
Influencer Takeover
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You can get your followers involved with Snapchat-exclusive coupon codes or other exclusive promos.
Share Promo Codes
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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
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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
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Customers love seeing the personality of a brand and will feel more emotionally connected to your brand.
Behind-The-Scenes Footage
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Contests
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Give Helpful Tips
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Highlight News
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Holidays & Quotes
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Create Geofilters For Events
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Create Geofilters For Events
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Snapchat Ads
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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
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Resources & Takeaways
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Canva
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PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PIKTOCHART
Editing & Design Tools
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Scale Your Content Strategy
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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.
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$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:
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@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum