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B2B Social Media for Multifamily Vendors and Suppliers as presented for the Apartment Vendor Marketing and Sales Conference (#avmsconf).
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SOCIAL MARKETING &ENGAGEMENT IN MULTIFAMILY
Charity Hisle, Socially Engaged MarketingEric Matulka, DEI Communities
Christina Clark, Christina Clark Consulting (Moderator)
@SoEngaged - @EMatulka - @ccctraining3
Copyright © 2011 - 2012 Socially Engaged Marketing®
Audience Survey• Are there any property management
professionals in the audience?• Suppliers:
Service? Marketing & Advertising? Technology?
• Social: Personal Facebook? Professional Facebook? Twitter?
77% of buyers say they are more likely to buy from a company whose CEO uses social media.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Times have changed…
82% of employees say they trust a company more when the CEO & leadership team communicate via social media.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Clients expect to communicate on social media.
Only 16% of b2b marketers are producing mobile-specific content as part of their content marketing efforts.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Agenda
• Popular social networking sites– Relationship-building– Prospecting
• Strategy• Measurement• Time Management
Only 25% of companies offer social business trainingto their employees.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: Facebook
Photos perform better on Facebook for likes, comments and shares than text, links or video.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Photo Credit: Pan Xunbin
Connecting with multifamily industry vendors and suppliers on Facebook is helpful or educational.
Yes84%
No16%
52% of consumers say they have stopped following a brand on Facebook because the posts are “too repetitive & boring.”
Copyright © 2011 - 2012 Socially Engaged Marketing®
“I have looked into products that I would not have explored.”
“Not a place I do business.”
“I would prefer helpful/useful information posts.”
Copyright © 2011 - 2012 Socially Engaged Marketing®
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Copyright © 2011 - 2012 Socially Engaged Marketing®
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Copyright © 2011 - 2012 Socially Engaged Marketing®
FacebookTakeaways
• Brand your company Facebook page and fill-in all of the page information and milestones
• Use pictures in updates whenever possible – convert text to images
• Run contests, promotions and ads
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: LinkedIn
LinkedIn generates more leads for b2b companies than Facebook, Twitter or blogs.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Connecting with multifamily industry vendors and suppliers on LinkedIn is helpful or educational.
Only 47% of b2b companies are actively using LinkedInvs. 90% that are actively using Facebook.
Yes76%
No24%
Copyright © 2011 - 2012 Socially Engaged Marketing®
“The one thing that annoys me, as a property manager, is to be participating in a LinkedIn group discussion and… a vendor tries to sell their product.”
Copyright © 2011 - 2012 Socially Engaged Marketing®
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Copyright © 2011 - 2012 Socially Engaged Marketing®
I use the “Groups” and/or “Questions” options within LinkedIn to learn from and connect with other multifamily industry:
Employees/Candidates
Vendors/Suppliers
Property Management Professionals
40.80%
55.10%
89.80%
64% of Facebook users have liked a brand on Facebook.
Copyright © 2011 - 2012 Socially Engaged Marketing®
“I’ve found that discussions on LinkedIn often pique my interest and I have connected with industry vendors there… actually that’s how I found this survey!”
Copyright © 2011 - 2012 Socially Engaged Marketing®
“I love the groups! Great ideas! Great way to connect! I have posted questions and had a vendor contact me with a solution to my problem I didn’t even know they offered!”
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
LinkedInTakeaways
• Complete the company profile, include images for brand recognition and links to the website.
• Participate in Groups and Answers.• Connect with industry businesses and
professionals, share interesting and useful resources.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: Twitter
34% of marketers have generated leads using Twitter and 20% have closed deals.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Photo Credit: waynehowes
Connecting with multifamily industry vendors and suppliers on Twitter is helpful or educational.
There are now roughly 100 million active Twitter users (those who log in at least once per day).
Yes53%
No47%
Copyright © 2011 - 2012 Socially Engaged Marketing®
“… as long as the posts are not spammy i.e. consistently self -promotional.”
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
TwitterTakeaways
• Use to communicate with prospects and customers about industry-related news, topics and ideas.
• Use photos and names of real people in your company – don’t be afraid of personality!
• Ask questions and reply to others.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: Pinterest
Pinterest generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Connecting with multifamily industry vendors and suppliers on Pinterest is helpful or educational.
Pinterest is the 3rd largest social network in the U.S., only behind Facebook and Twitter.
Yes55%
No45%
Copyright © 2011 - 2012 Socially Engaged Marketing®
“Helpful tips and tricks are always welcomed.”
“I have seen several creative ideas… that I normally wouldn’t have seen.”
Copyright © 2011 - 2012 Socially Engaged Marketing®
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Copyright © 2011 - 2012 Socially Engaged Marketing®
PinterestTakeaways
• Use keyword-rich descriptions of pins and links.
• Share (re-pin), like and comment on other industry pins.
• Add ‘shareable’ images to your website and the “Pin it” button.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: Google+Google+ is expected to reach 400 million users by
the end of 2012.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Photo Credit: AHMAD FAIZAL YAHYA
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Google+Takeaways
• Complete and customize your company page.• Add industry professionals, companies and
other vendors to your circles.• Share industry updates and news, remember
to +1 and comment on other content regularly.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: YouTube
Viewers are 85% more likely to purchase a productafter watching a product video.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Photo Credit: Annette Shaff
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
YouTubeTakeaways
• Customize your own company channel.• Engage with the community but remove
offensive comments.• Organize content, use tags, and distribute the
videos on other networks and platforms: website, Facebook, Twitter, Pinterest, etc.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: Foursquare Foursquare has 20 million active users &
receives 5 million check-ins daily.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Photo Credit: Annette Shaff
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
FoursquareTakeaways
• Reward check-ins at tradeshows & events.• Check-in with clients (visits & meetings), leave
Foursquare tips at client offices.• Reward employees for check-ins: sales team
competitions and in-house “mayors” of the week.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Focus: Instagram Since Oct. 2010, Instagram has acquired 30 million+ users &
should reach 100 million by Oct. 2012.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
Copyright © 2011 - 2012 Socially Engaged Marketing®
InstagramTakeaways
• Best used in conjunction with event & tradeshow marketing, contests for employees & clients.
• Introduce your team, share company events and news, share charitable and corporate responsibility initiatives, behind-the-scenes.
• Demonstrate product or service in action, share sales/promotions.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Strategy
90% of information transmitted to the brain is visual. Visuals are processed 60,000 x’s faster in the brain than text.
Copyright © 2011 - 2012 Socially Engaged Marketing®
StrategyTakeaways
• Integrate social media into the marketing plan• Understand your audience – who they are and
what they want• Enlist customers and industry influencers that
love your brand for help
Copyright © 2011 - 2012 Socially Engaged Marketing®
Measurement
Social networking accounted for all page views onmobile phones in 2011.
Copyright © 2011 - 2012 Socially Engaged Marketing®
MeasurementTakeaways
• Create metrics that track the success of your desired objectives.
• Understand which metrics are most valuable(fans and followers vs. engagement and traffic)
• Track everything with unique url’s and analytics, measure to improve.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Time Management
24% of small & 30% of mid-size companies are confused about which social sites make sense for their business.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Time Management Takeaways
• Create a regular posting schedule, pre-schedule content weekends & vacations.
• Establish a list of resources for content: other industry pages, blogs, websites, magazines, newspapers, client pages, etc.
• Use the right tools to maximize productivity.
Copyright © 2011 - 2012 Socially Engaged Marketing®
Questions?@SoEngaged @CharityHisleFacebook.com/SoEngaged
sociallyengagedmarketing.com
Copyright © 2011 - 2012 Socially Engaged Marketing®