Multifamily Social Media Summit
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Transcript of Multifamily Social Media Summit
Who is HubSpot?
A Global Movement - INBOUND!
- HQ in Cambridge, MA
- HubSpot offers a full stack of products for- Marketing - Sales- Customer relationship management
- 21,000 customers in 90 countries
- 2.3 Million Social Followers
- 19k+ Annual Registered INBOUND Attendees
- 54k HubSpot Academy Certifications
Who am I?
Dylan Sellberg
- Implementation Specialist at HubSpot
- Started first business at age 11
- Managed multi-million dollar marketing campaigns
- Consults 30+ marketers each week on marketing and sales best practices
- Can spot marketing opportunities a mile away
- Favorite Social platform is Twitter @DylSell
- Lean Six Sigma Green Belt
Multifamily Social Media Summit
Acting on what mattersLooking up to drive awareness
Soapbox5 concrete takeaways and an ASK
Industry Leaders Imitation is the finest form of flattery
Social Media in 2020Snapchat, Instagram, Drizly, Oculus, Houseparty
Filling the funnel with Social Media
My goal is to BRING YOU VALUE
Use #multifamilySMS2017 and I’ll respond to any questions
from the Tweet Thread in REAL TIME
Q+ALet’s go DEEP here
Measuring what mattersWhat metrics are important to you
Multifamily Social Media Summit
2 Pillars to Filling The Funnel at all stages
Act First, Win FirstValue Depth
To Earn Breadth
Acting on what matters
Metrics That Matter
● Consumption Metrics○ Views ○ Downloads○ Listens
● Sharing Metrics○ How resonant is your content?
● Lead-Gen Metrics○ How often does your content result in a lead?
● Sales Metrics○ The bottomline
Vanity Metrics
- Likes - Clicks - Fans -Followers
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Acting on what matters
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Each metric flows into the next. Down the funnel.
In order to drive results downward, there needs to be a consistent flow of contacts.
Therefore, if something is wrong - LOOK UP!
What is there to act on?
Acting on what matters
“Commenters” LIVE WITH YOUR COMMENTERS
“Sharers”REWARD YOUR
SHARERS
“Likers”IGNORE THEM
How do you act?
Acting on what matters
“Commenters” LIVE WITH YOUR COMMENTERS
Ways to “live with your commenters”?
1. Comment back!
2. Like their pages!
3. Offer custom product suggestions!
Acting on what matters
Ways to “reward your sharers”?
1. Exclusive content
2. Promotional value
3. Share their content
4. Introduce complementary products (that aren’t yours)
“Sharers”REWARD YOUR
SHARERS
Acting on what matters
Algorithms.
You’re a contractor for Facebook, Twitter, etc. Create experiences that make their
users happy…be rewarded with…
more users.
How does that increase reach?
Trend #1 - Use in adults is strong + steady
Ignore the idea that Facebook dominates. That can change at any minute.
Focus on the raw % of online adults who use social media
Trend #2 - Attention is shifting OFF other platforms
Look at time watching TV from 18-49.
Television attention is through the floor
Social Media will become a lifestyle.
Do you know what these girls are wearing?Do you own a pair? The will represent the entire landscape
Social Media in 2020
Everything will be connected
Every piece of your home will be connected, down to your potting soil!
Social Media in 2020
Equipping your properties with smart supplies will be at the
forefront of every conversation
Social Media in 2020
Bots will help you day-to-day
Bots will penetrate every arena and become a necessity to remain responsive.
Social Media in 2020
Creating a bot that can solve customer
problems will give your brand notoriety (Flowxo.com)
Social Media in 2020
Platforms will break boundaries
Facebook will show ads in the middle of its videos and sharing the money with publishers. AKA Television.
Social Media in 2020
Shifting your ad spend to this new “television” will get your product to the
masses
Social Media in 2020
It will even be life.
VR will be the new brochure. The new building tour. And yes, you can create your own VR experiences.
Social Media in 2020
The firm is using Spectacles to show candidates what life at Citi might look like.
Social Media in 2020
Citi
They collected 14 pairs at well over $130 each and are in very high demand. It took two members of Citi's social media team, plus one member's parents, to collect the 14 pairs.
Social Media in 2020
Citi
VR is helping the real estate developer sell properties faster because people can get inside a home as well as its grounds without visiting in person.
Social Media in 2020
Panoptic Group
Ascape virtual reality app is a great example of VR for the travel industry. Developed by Yalantis, Ascape lets viewers go on virtual reality tours of some of the biggest cities around the world.
Social Media in 2020
Ascape App
1. Invest in technology a. Getting on board takes time, money, and dedication. Brands that
do (sooner than later) see huge rewards2. Understand it is a way of life
a. Approach social media as if it is a cornerstone of every potential customer's life
3. Take calculated risksa. There are a dozen ways to get involved with VR. Outsource and
white label content, buy the equipment, hire a vendor!
Social Media in 2020
How can you be on the forefront of Social Media 2020?
Hire a full-time social media employee w/ an advanced degree in marketing or computer engineering. (Not an intern)
Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018
Run tech promotions instead of dated cash promotions.Ex; Free echo + $500 prime credit with your apartment
Please, do not take the space lightly. Social Media is marketing. More than Facebook, Twitter, and Instagram. Being here is one step. Be a practitioner, do the work, get rewarded.