Phoenix Lincoln Property Company

Erica Campbell

Director of Marketing

For Rent Media Solutions

Leveraging Social Media Marketing:

Lincoln Property Company Annual Marketing & Training Conference

• Did you know?• Benefits of Social Media• Advanced New Media Tactics • Contests, Sweepstakes & Partnership

Marketing• Fair Housing Best Practices• Resources

Agenda

Did you know?

Over 50% of the world’s population is under 30 years old

Source: US Census Bureau

96% of Millennials have joined a social networking site

Source: Mr. Youth and RepNation Media (April 2008)

Average family phone call today

50 million tweets per day — that's an average of 600 tweets per second

Source: Twitter Blog

YouTube is the second largest search engine

99% of companies use social media for recruitment

Source: Survey by OSCAR, talential, squeaker.net usage

If Facebook were a country, it would be the 3rd largest country in the world

(behind China and India)

Facebook has more users than there are people in the U.S.

Source: Facebook

Russia has a population of 142M. That’s not even half of Facebook’s user base

4 billion+ photos hosted & 4.8 million things were geotagged this month

Source: Flickr

4 mobile phones were sold for everyPC sold in 2009

People who use mobile devices are 50% more active on

social sites

25% of search results for the world’s Top 20 largest brands are linked to user-

generated contentSource: MarketingVox and Nielsen BuzzMetrics

Social media marketing spend will reach $3.1b in 2014

Source: Forrester Research

Social Media.

It’s engagement. It’s brand awareness. It’s public relations. It’s listening. It’s loyalty-building. It’s responding. It’s customer service. It’s not always easy. It’s not about a campaign. It’s about a conversation.

…& it’s NOT always about revenue.

Benefits of Social Media

• Improve Branding• Increase Traffic & Boost SEO• Discover the Influencers• Build Loyal Advocates• Encourage Referrals • Manage your Online Reputation• Provide Customer Service & Gain

Feedback• Create Buzz

Benefits of Social Media

• Nearly one-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.1

• 91% say consumer reviews are the #1 aid to buying decisions2

• 87% trust a friend’s recommendation over critic's review3

• Online social network users were 3X more likely to trust their peer’s opinions over advertising when making purchase decisions 4

• By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5

Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media

Recommendations Build Trust

Advanced New Media Tactics

Integrated Marketing Approach

Fan Acquisition

Foster retention and engagement among current

fans, resulting in brand loyalty.

Profile vs. Business Page

http://developers.facebook.com/docs/plugins/

Drive Shares & “Likes”

Drive Shares & “Likes”

Drive “Likes” & Awareness

Drive “Likes” & Awareness

Drive “Likes” & Awareness

Engagement

Keep your conversation going by delivering eye-popping content and

engaging applications directly to fans' news feeds.

Dynamic Rich Media

Dynamic Rich Media

Online Video

Optimized Videos

YouTube Search

Video: Integrated into SERP’s

Photos & Video

Mix Media

Mix Media

Integration of Blog

Integration of Twitter

Foursquare: Location-Based-Marketing

This “check-in” notification can also be cross promoted on Facebook and Twitter.

Integration of Foursquare

Engaging Outdoor

Marketplace on Facebook

Market Research

Give users the chance to weigh in & provide insight.

Polls, Surveys & Quizzes

Twitter Search

LinkedIn for Prospecting

Drive Leads & Sales

Enable users to opt-in to receive your marketing offers directly from

your Facebook Page & reward users for taking actions.

Marketplace Network

Specials, Coupons & Offers

=

Reward Programs

Referral Programs

Email & Mobile Sign Up

Increase Event Participation

Increase Event Participation

Optimized Twitter Profiles

Recruiting & Hiring

Engage with users using social media to recruit and source talent.

Recruiting & Hiring

Recruiting & Hiring

Contests, Sweepstakes & Partnership Marketing

boost in college age visitors to site

Direct navigation increased 57%

20%

“If Only Your Apartment Furniture Could Talk”

Video Contest

Pet Pads Unleashed

Results:560 photos submitted, 2,500+ votes, 300+ new Facebook Fans, 17,000+ pageviews and 2,700 photo views, and 17,000+ photo views on Flickr

Viva La Vie Boheme

Total Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196

Facebook “Like” Contest1,000+ New “Likes”,PV: 5,170, Unique PV:1,630, Photo Views: 521

Status Update ContestTotal Stories: 61New “Likes” (Fans): 111Comments: 54Wall Posts: 18Total Interactions: 83Facebook “Likes” (Content): 53PV: 958UPV: 258

Homes.com Ugly Sweater Contest

Contest Comparison Matrix

Partnership Marketing

Fair HousingBest Practices

The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply…

Use the logo!

Human models should portray persons in an equal social setting and indicate to the general public that the housing is open to all without regard to race, color, religion, sex, disability, familial status, or national origin…

Your community’s residents may be diverse but make sure your advertising is as well.

Human Models

You can use good Model Release language on a page that contains multiple signature lines.

So at the pool party, title your Model Release page with, for example, “Hawaiian Pool Party – July 13, 2011,” have your good language, and ask residents to sign. (This also applies to employees)

Model/Photo Releases

Contests and sweepstakes are legal but a lottery is not legal (only States have the power to run a lottery).

Let’s look at the differences between a contest, a sweepstakes and a lottery. There are 3 elements to consider:

chance…consideration…prize 

Playing by the Rules- Contests, Sweepstakes &

Lotteries

Consideration + Prize = Contest

You have to do something to win a prize, such as take the best photo/video or come up with the best slogan or best design; this is the “consideration” that is required of you.

In theory, though, there is no “chance” since the “best” entry will win (in other words, it is not random).

Chance + Prize = Sweepstakes

You don’t have to really do anything - give consideration - to win, but winning is based on chance, i.e. a random drawing.

We have to be careful not to require that people visit your community or perform in some other way in order to qualify for the drawing, because then…

you have all 3 elements and this is BAD!

Because now there is a LOTTERY and this is

illegal!

Chance (random drawing) + consideration (you are requiring of me) + prize

IS A LOTTERY

Resources

Free Social Media Monitoring Tools

Updates & Management

• Be educated on what you are talking about.• Always be transparent.• Be human.• Update frequently.• Add value.• Keep it timely.• Re-Postable Content.• Listen to your consumers.• Respond.• Learn from past mistakes.• Be courteous and professional.

Rules of Engagement Best Practices

Stay Connected with Trends

• http://mashable.com/• http://www.socialmediatoday.com/• http://www.techcrunch.com/ • http://technorati.com/ • http://www.hubspot.com/ • http://www.delicious.com/ • http://digg.com/news • http://www.stumbleupon.com/ • http://www.reddit.com/ • http://slashdot.org/ • http://www.propeller.com/ • http://www.killerstartups.com/

Follow Me

@ericacampbell

linkedin.com/in/ericawcampbell

blog.forrent.comfacebook/ericawcampbell

slideshare.net/ericacampbell

Q&A

• http://www.flickr.com/photos/markkenny/4612192724/• http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/ • http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/• http://www.flickr.com/photos/scarlet-ortiz/2908128232/ • http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho• http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/ • http://www.flickr.com/photos/sparktography/2485147794/ • http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/ • http://robertallen.com/blog/?cat=12 • http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/• http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/

Photo Credits