Uploaded byErica Campbell Byrum
CTAA - Defining 2016: Social Media & Digital Trends in Multifamily
The document discusses key social media and digital trends in 2016. It identifies reputation management, creating useful content ("youtility"), visual content, and employee/fan advocacy as major trends. Specifically, it notes that reputation is a business asset that must be actively managed. It also emphasizes using social media to provide useful information to customers and generate engagement through contests and visual content like photos and videos. Harnessing employees and fans as advocates through contests is also discussed as a way to crowdsource content.
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CTAA - Defining 2016: Social Media & Digital Trends in Multifamily
- 1. DEFINING 2016: SOCIAL MEDIA& DIGITAL TRENDS ERICA CAMPBELL BYRUM Director of Social Media Co-Author of Youtility for Real Estate @EricaCampbell @AptsForRent
- 2. TRENDS 1. REPUTATION MATTERS 2.CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES 4. EMPLOYEE & FAN ADVOCACY
- 9. 150 Million 300 Million 300hoursof video uploaded every minute 6 Billionhours of video watched every month Source: Digital Insights, February, 2016 NUMBER OF USERS more than ON YOUTUBE 1.49 Billion 320 Million
- 10. IT HR CUSTOMER RETENTION MKTG & SALES SEO COMP ANALYSIS SOCIAL MEDIA 6 TRADITIONALBUSINESS FUNCTIONS ENHANCED BY SOCIAL MEDIA
- 11. 2014 9.4% 13.2% 21.4% 20152020 SOURCE: DUKE UNIVERSITY CMO SURVEY CHIEF MARKETING OFFICER’S SPEND ON SOCIAL MEDIA
- 12. THE ROI OFSOCIAL MEDIA IS THAT YOUR BUSINESS WILL STILL EXIST IN 5 YEARS. “ - ERIK QUALMAN , AUTHOR OF SOCIALNOMICS
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- 15. REPUTATION IS ANASSET & MUST BE MANAGED LIKE OTHER ASSETS.
- 16. 92% OF INTERNETUSERS READ REVIEWS AND 89% OF PEOPLE SAY REVIEWS INFLUENCE THEIR PURCHASE DECISIONS. - E TAILING GROUP “ “
- 17. A DIFFERENCE OFONE STAR IN THE AVERAGE RATING CAN LEAD TO A 5% - 9% DIFFERENCE IN REVENUES. - HARVARD BUSINESS REVIEW “ “
- 18. 40% 60% 25% 17% 17%15% 75% 83% 83% 85% 2010 2011 2012 2013 2014 Before Entering a Store In-Store BUYING DECISIONS ARE MADE ONLINE! Source: Nielson
- 19. We check ourphones 150 times a day Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report
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- 22. 1. ESTABLISH ANIDENTITY
- 23. WHAT YOU SAYABOUT YOURSELF! DIGITAL FOOTPRINT
- 24. WHAT OTHERS SAY ABOUTYOU! DIGITAL SHADOW
- 25. FOUR PILLARS OF LISTINGSREPUTATION 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.” “THE VIRTUAL DOORWAY” A BUSINESS’S VIRTUAL DOORWAY IS FAR MORE IMPORTANT THAN THEIR ACTUAL DOORWAY.
- 26. VIRTUAL DOORWAY ISON THE WEB
- 27. VIRTUAL DOORWAY IS ONSOCIAL MEDIA
- 28. ONE OF THEBIGGEST ISSUES BUSINESSES FACE! BEING FOUND
- 29. GOOGLE “SNACK PACK”RESULTS MOBILEDESKTOP
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- 31. THE 4 THINGSEVERY PROPERTY NEEDS TO IMPACT LOCAL SEARCH:
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- 33. CONSISTENT BUSINESS LISTINGDATA ACROSS MORE THAN 300 SITES 2 THE BIG 4 Create and correct listings on the following: DATA PROVIDERS Syndicate local business listings to four major data providers through Listing Distribution
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- 38. SEARCH ON TOPREVIEW SITES
- 39. SEARCH YOUR COMPETITOR’S REVIEWS THISIS A GIFT!
- 40. THE 3 TYPESOF REVIEWS 2. NEGATIVE REVIEWS 3. HEALTHY, UNMANAGED REVIEWS 1. NO REVIEWS / NO RECENT REVIEWS
- 41. BEST PRACTICES FORHANDLING REVIEWS RULE 1: Never write a response while angry. RULE 2: Respond quickly and publicly. RULE 3: Always assume the resident is right, even if you know they’re not. RULE 4: Show the steps you’ve taken to resolve the situation. RULE 5: Take the conversation offline.
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- 43. CUSTOMER SERVICE GENERATING LEADS BUILDING FANS SUCCESSFULSOCIAL MARKETING
- 44. HAVING A SOCIALMEDIA CHANNEL YOU DON’T MONITOR IS LIKE HAVING PHONE LINES AT YOUR PROPERTY THAT ARE NEVER ANSWERED. 1. CUSTOMER SERVICE
- 45. CONSUMERS DECLARE THEIR INTENTIONSON SOCIAL MEDIA DAILY! I need to find an apartment in Dallas! I need help moving! I’m looking for a roommate! 2. GENERATE LEADS
- 46. 3. BUILDING FANS YOUTILITY& VISUAL CONTENT
- 47.
- 49. BEING A GREATMARKETER IS HARDER THAN EVER Source: Jay Baer
- 50. 3 REASONS WHY… Source:Jay Baer
- 51.
- 52. Source: Jay Baer 0 37.5 75 112.5 150 DAILYTIME SPENT, IN MINUTES 147 Smartphone 108 Computer 113 TV 50 Tablet
- 53. 2. REAL-TIME REPUTATION Source:Jay Baer
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- 56. 74% TRUST REFERRALSFROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS. - SATISFACTS RESEARCH “ “
- 58.
- 64. YOU ARE COMPETING AGAINSTTHE PEOPLE WE ACTUALLY LOVE Source: Jay Baer
- 65. WHAT SHOULD YOU DONOW? Source: Jay Baer
- 66. STOP TRYING TOBE AMAZING, AND START BEING USEFUL Source: Jay Baer
- 69.
- 70. THE DIFFERENCE BETWEEN HELPAND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE. - @JAYBAER
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- 72. YOUTILITY SO USEFUL, PEOPLE WOULDPAY “ ” IS MARKETING YOU FOR IT.
- 73. CREATE CONTENT THAT PEOPLE INCENTIVETO SHARE. WILL HAVE AN
- 74. #1 REAL ESTATE BOOKON AMAZON ONLY $2.99
- 75. 3. VISUAL CONTENTEXPLODES
- 78.
- 81. Not just forselfies & recipes!
- 82. WHY IS VISUAL CONTENTIMPORTANT?
- 83. 90%OF INFORMATION TRANSMITTED TOTHE BRAIN IS VISUAL, AND VISUALS ARE PROCESSED 60,000XFASTER IN THE BRAIN THAN TEXT. Sources: 3M Corporation and Zabisco
- 84. 40%OF PEOPLE WILL RESPONDBETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
- 85. VISUAL STORIES HELPPEOPLE IDENTIFY WITH YOUR ORGANIZATION.
- 86. A VISUAL DISCOVERYTOOL (GUIDE TO LIFE)
- 88. 1. Meet TheTeam 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 10 PINTEREST IDEAS
- 89. CHECKLISTS & INFOGRAPHICS 24.3KSOCIALENGAGEMENTS 4,697UNIQUE VISITORS 6,502 PAGE VIEWS
- 90. Source: Adobe SiteCatalyst WALKING DEAD ALIGNWITH A TV EVENT 3.1KSOCIAL ENGAGEMENTS 6,888UNIQUE VISITORS 10,296 PAGE VIEWS
- 91. A SIMPLE WAYTO VISUALLY TELL YOUR STORY
- 92. 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 10 INSTAGRAM IDEAS
- 94.
- 95. RUN AN INSTAGRAMCONTEST
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- 99. •Questions are aneasy way to increase fan engagement on Facebook •Types of 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 INCLUDE A CTA
- 100. •Posts with 80characters or less get 66% more engagement •Pair text with a powerful image LESS IS MORE
- 101. RECIPES ~ PETS~ DECOR ~ LOCAL
- 102. Prepare for especiallybusy days by scheduling your Facebook updates in advance. SCHEDULE YOUR POSTS
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- 109. PHONTO RHONNA DESIGNS PIC FRAME FLIPAGRAMPICMONKEY INFOGR.AMCANVA PICTOCHART FREE& LOW-COST EDITING & DESIGN TOOLS
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- 111. 40yearsof live streamedfootage is watched every day by 10 million Periscope users Periscope, August 2015
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- 113. • #1 inthe App Store. • 400 million snaps per day. • Stories last 24 hours & 10 second snap limit. • Video/audio calling & chat messaging. Snapchat
- 114. Casey Van Zantblah blah LIVE
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- 116. 4. EMPLOYEE &FAN ADVOCACY
- 117. WHAT IS ONEOF THE BIGGEST CHALLENGES WE HAVE TODAY?
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- 119.
- 120. HOW DO WESOLVE THIS CHALLENGE?
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- 124. EMPLOYEE ACTIVATION Your employeeshave a vested interest in your company’s success. They will be your most committed and enthusiastic ambassadors. Providing them the opportunity and support to be visible spokespeople on behalf of your brand drives employee engagement, inspires collaboration and improves customer experiences. “ ”- Susan Emerick, IBM
- 125. CONTENT - A-THON 255 STATUS UPDATES 30+ BLOG TOPIC IDEAS
- 127. The Power ofPinterest 2,202 PHOTOS RUN A CONTEST Crowdsource content from employees and residents.
- 128.
- 129. CONTESTSARE THE GIFTTHAT KEEPS ON GIVING
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- 134. 9 WINNING METHODS BEFORE CONTEST 1. SetGoals 2. Define Contest 3. Concepting 4. Plan Promotion 5. Select a Prize DURING CONTEST 6. Seed and Promote 7. Manage AFTER CONTEST 8. Crown 9. Measure
- 135.
- 136. NEARLY 7,000PHOTOS, 200+VIDEOS, 900PINTERESTBOARDS &THOUSANDSOF NEW CONTENT CONTRIBUTORS
- 137.
- 138. TRENDS 1. REPUTATION MATTERS 2.CREATING YOUTILITY 3. VISUAL CONTENT EXPLODES 4. EMPLOYEE & FAN ADVOCACY
- 139.
- 140. TAKEAWAYS Reputation is anasset and must be managed like other assets. We are all now media companies and need to think like journalists. We need to dedicate resources to creating visuals, micro-videos and collecting stories. The only constant is change. 1 2 3 4
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