Social Media for the Property Manager

SOCIAL MEDIA BEST IMPLEMENTATION STRATEGIES FOR PROPERTIES PROPERTY MANAGEMENT ASSOCIATION D.C.

ANSLEY SUDDERTHSocial Media Training & Communications ForRent.com

@ansleyjo

#PMAGetsSocialPASSIONATE PEOPLE

INNOVATIVE SOLUTIONS

QUALITY RESULTS

http://ForRent.com

AGENDA

INTRODUCTION SOCIAL MEDIA LANDSCAPE

1. ENGAGED: The Relationship Between Brand and Consumer

2. TRENDS: 8 Trends to Execute Today! 3. WHERES THE BEEF? Finding Resources for

Compelling Content and Measuring ROI 4. SEO, ADs & BLOGGING: The Quick and Dirty 5. WRAP UP 6. Q&A

#PMAGetsSocial

A BIT ABOUT ME

#PMAGetsSocial

CAREER BACKGROUND

#PMAGetsSocial

CVILLE TO

DMV

HRVA TO

CVILLE

ATL TO

HRVA

#PMAGetsSocial

#PMAGetsSocial

WHY ARE WE HERE?

#PMAGetsSocial

SOCIAL MEDIA LANDSCAPE

#PMAGetsSocial

7 BUSINESS FUNCTIONS ENHANCED BY SOCIAL MEDIA

PR

SALES

RETENTION

MARKETINGSEO

COMP ANALYSIS

SOCIAL MEDIA

#PMAGetsSocial

Remain Competitive Build Trust and Relationships Increase Exposure and Traffic Build Brand Identity Customer Service Lead Generation Improve Search Rankings

Growth of Business Partnerships Improve Sales Market Insights Reduce Marketing Costs Increase Resident Loyalty Personalized Service

BENEFITS OF SOCIAL MEDIA

#PMAGetsSocial

#PMAGetsSocial

SOCIAL MEDIA LANDSCAPE

#PMAGetsSocial

#PMAGetsSocial

used Facebook to interact with a brand.

liked a product on Facebook.

used Facebook to research products

at least once a week.

wrote an online post about a

product.

wrote a product

review online.

#PMAGetsSocial

THE ROI OF SOCIAL MEDIAIS THAT YOUR BUSINESSWILL STILL EXIST IN 5 YEARS.

- ERIK QUALMAN

#PMAGetsSocial

CHIEF MARKETING OFFICERS SPEND ON SOCIAL MEDIA

SOURCE: DUKE UNIVERSITY CMO SURVEY

20149.4%

201513.2%

202021.4%

#PMAGetsSocial

ENGAGEDTHE RELATIONSHIP BETWEEN BRAND AND CONSUMER

#PMAGetsSocial

#PMAGetsSocial

Inform, dont spam! Keep it simple! Speak human!

#PMAGetsSocial

#PMAGetsSocial

Online relationships ARE the new currency. - Ted Rubin

#PMAGetsSocial

#PMAGetsSocial

EVERY BRAND IS HUMAN, AND EVERY HUMAN IS A BRAND

#PMAGetsSocial

#PMAGetsSocial

SOCIAL MEDIA TRENDS TO EXECUTE TODAY!

8

#PMAGetsSocial

DIGITAL TRENDS1. CREATING YOUTILITY 2. VISUAL MARKETING EXPLODES 3. GO MOBILE OR GO HOME 4. ADVOCACY 5. REAL-TIME MARKETING 6. CROSS FUNCTIONAL TEAM INTEGRATION 7. SOCIAL PLATFORM DIVERISTY 8. LIGHTS, CAMERA, MICRO-VIDEO

#PMAGetsSocial

1. CREATING YOUTILITY

#PMAGetsSocial

#PMAGetsSocial

BEING A GREAT MARKETER IS HARDER THAN EVER

#PMAGetsSocial

3 REASONS WHY

Source: Jay Baer#PMAGetsSocial

CONSUMER BEHAVIOR CHANGE

Source: Jay Baer

1

#PMAGetsSocial

Source: Jay Baer

0

37.5

75

112.5

150

DAILY TIME SPENT , IN MINUTES

D I G I T A L

T V

R A D I O

P R I N T

REAL-TIME REPUTATION

Source: Jay Baer

2

#PMAGetsSocial

Source: Jay Baer

Source: Jay Baer#PMAGetsSocial

74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS.

- SATISFACTS RESEARCH

#PMAGetsSocial

REPUTATION MATTERS

43% 76% 66%OF CONSUMERS ARE LIKELY TO INTERACT WITH A COMMUNITY ON SOCIAL MEDIA.

USE RATINGS & REVIEWS TO EVALUATE A COMMUNITY.

USE MOBILE TO READ REVIEWS.

Source: For Rent Media Solutions Apartment Searching White Paper, August 2015.

ENORMOUS COMPETITION FOR

ATTENTION

Source: Jay Baer

3

#PMAGetsSocial

#PMAGetsSocial

Source: Jay Baer

YOU ARE COMPETING AGAINST THE PEOPLE WE ACTUALLY LOVE

Source: Jay Baer

WHAT SHOULD YOU DO NOW?

STOP TRYING TO BE AMAZING, AND START BEING USEFUL

Source: Jay Baer

#PMAGetsSocial

IN NEW LEASES $150,000

THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE.

- @JAYBAER

YOUTILITY

#PMAGetsSocial

YOUTILITY

SO USEFUL, PEOPLEWOULD PAY

IS MARKETING

YOU FOR IT.

#PMAGetsSocial

CREATE YOUTILITY THROUGHOUT THE FUNNEL

Source: Jay Baer

@JAYBAER

#PMAGetsSocial

2. VISUAL MARKETING EXPLODES

#PMAGetsSocial

VISUAL CONTENT EXPLODES

80%STATE THAT PHOTOS SERVE AS

A MAIN RESOURCE.USE THEIR MOBILE DEVICE TO VIEW FLOOR PLAN IMAGES.

82%

Source: For Rent Media Solutions Apartment Searching White Paper, August 2015.

#PMAGetsSocial

Not just for selfies & recipes!

#PMAGetsSocial

WHY IS VISUAL CONTENT IMPORTANT?

#PMAGetsSocial

OF INFORMATION TRANSMITTED TO THE BRAIN IS VISUAL, AND VISUALS ARE PROCESSED

FASTER IN THE BRAIN THAN TEXT.

90%

60,000X Sources: 3M Corporation and Zabisco

40% OF PEOPLEWILL RESPOND BETTER TO

VISUAL INFORMATION THANPLAIN TEXT.

Source: Zabisco

POSTS WITHATTRACT 3X MORE

INBOUND LINKS THAN PLAIN TEXT POSTS.

Source: SEOmoz

VIDEOS

VISUAL CONTENT ISSOCIAL MEDIA-READY.

ITS EASILY SHAREABLE AND EASILY PALATABLE.

Source: Wishpond.com

VISUAL STORIES HELP PEOPLEIDENTIFY WITH YOUR

ORGANIZATION.

#PMAGetsSocial

1. Meet The Team 2. Floor Plans 3. Resident Events 4. Customer Reviews 5. Lifestyle Content 6. Local 7. Staging Models 8. Videos 9. Expert Advice 10.Marketing Ideas

10 PINTEREST IDEAS

#PMAGetsSocial

SEO-RICH DESCRIPTION

LINK & GET SITE VERIFIEDLOCATION

PHOTO/TEXT

URL

SEO-RICH DESCRIPTION

CATCHY TITLE

ATTRIBUTION

#PMAGetsSocial

Place Pin: Include a map, address and phone number.PINTEREST RICH PINS

PINTEREST BUY IT BUTTON

#PMAGetsSocial

#PMAGetsSocial

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 INSTAGRAM IDEAS

#PMAGetsSocial

INSTAGRAM ADS

#PMAGetsSocial

INSTAGRAM CONTEST

FREE & LOW COST EDITING &

DESIGN TOOLS PHONTO

RHONNA DESIGNS

PIC FRAME

FLIPAGRAMPICMONKEY

INFOGR.AMCANVA

PICTOCHART

3. GO MOBILE OR GO HOME

#PMAGetsSocial

#PMAGetsSocial

84% 75% 40%ACTIVELY SEARCH USING MOBILE.

USE THEIR MOBILE DEVICE TO CONTACT A COMMUNITY.

OF MOBILE USERS USE VIDEO WHEN MAKING A DECISION.

GO MOBILE OR GO HOMESource: For Rent Media Solutions Apartment Searching White Paper, August 2015.

WEB CONTENT SHARED ON SOCIAL SHOULD BE MOBILE FRIENDLY

UN-BUNDLING APPS

#PMAGetsSocial

SOCIALIZING WEARABLE TECH

#PMAGetsSocial

4. ADVOCACY

#PMAGetsSocial

WHAT IS ONE OF THEBIGGEST CHALLENGES

WE HAVE TODAY?

CONTENT#PMAGetsSocial

CONTENTIS KING

#PMAGetsSocial

CONTESTS#PMAGetsSocial

CONTESTS ARE

KING#PMAGetsSocial

WHY SHOULD ANYONECARE ABOUT

CONTESTS??

CONTESTS CONTENT=

#PMAGetsSocial

EMPLOYEE ACTIVATIONYour employees have a vested interest in your companys 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

@garyvee

The Power of Pinterest

2,189 PHOTOS

RUN A CONTESTCrowdsource content from employees and residents.

DE SUMMER

FUN

CONTESTS ARE THE GIFT THAT KEEPS ON GIVING

#ForRentLife

#PMAGetsSocial

5. REAL-TIME MARKETING

#PMAGetsSocial

RIDE THE TRENDS

#PMAGetsSocial

ALIGN WITH A TV EVENT

#PMAGetsSocial

ALIGN WITH A TV EVENT

Source: Adobe SiteCatalyst

WALKINGDEAD

#PMAGetsSocial

Source: Adobe SiteCatalyst

ALIGN WITH A MOVIE

JURASSICWORLD

MAKE IT PERSONAL

#PMAGetsSocial

HAVE FUN - BE WITTY, NOT AWKWARD

INSTAGRAM TAKEOVERS

HOST AN INSTAMEET EVENT

#PMAGetsSocial

#PMAGetsSocial

ALIGN YOUR BRANDING

6. CROSS FUNCATIONAL TEAM INTEGRATION

#PMAGetsSocial

BRANDS WILL BECOMEEVEN SMARTER

ABOUT RESOURCE ALLOCATION & INVESTMENT.

EDITORIAL CALENDAR

Source: Getcommunity.com

#PMAGetsSocial

FREE & LOW-COST EDITORIAL CALENDAR

TOOLS

HUBSPOT

EXCEL

GOOGLE CALENDAR

TEAMUP

WORDPRESS PLUGIN

TRELLO

COSCHEDULE

BASECAMP#PMAGetsSocial

a) Publish blog post b) Tweet post immediately with New Blog Post: [title] [URL] c) Share post immediately on Facebook and Google+. d) Tweet post 2 days later with [title] e) Tweet post a week later. Ask it as a question. f) Tweet post a month later with [title] g) Share on Facebook two months later.

ESTABLISH A PUBLISHING SCHEDULE

#PMAGetsSocial

7. SOCIAL PLATFORM DIVERSITY

SHOTGUNS

RIFLES - @JAYBAER

TRUMP

THE RIFLE APPROACH SAYS DONTGET INVOLVED IN A PLATFORMUNLESS YOU CAN DO IT RIGHT.

- @JAYBAER

#PMAGetsSocial

Source: Convince&Convert

THE SHOTGUN APPROACH SAYS YOU SHOULD BE EVERYWHEREAND THAT TOTAL PLATFORM

SIZE IS SECONDARY. (AND POSSIBLY IRRELEVANT)

- @JAYBAER

Source: Convince&Convert

FREE & LOW-COST EDITING &

DESIGN TOOLS

8. LIGHTS, CAMERA, MICRO-VIDEO

#PMAGetsSocial

MICRO VIDEO

GOPRO & FACETIME TOURS

LIVE STREAMING VIDEO

#PMAGetsSocial

INSTAGRAM

#PMAGetsSocial

INTEGRATED CAMPAIGN

#PMAGetsSocial

HYPERLAPSE

#PMAGetsSocial

HYPERLAPSE

WHERE'S THE BEEF?FINDING RESOURCES FOR

COMPELLING CONTENT &

MEASURING ROI

#PMAGetsSocial

People dont care how much you know until they know

how much you care.Theodore Roosevelt

LOOK FROM WITHIN!

SHARE BRAND

STORIES!

GO BEHIND THE SCENES!

FIND TO-DO GUIDES!

#PMAGetsSocial

LOCAL WEATHER ADVISORIES

#PMAGetsSocial

LOCAL TRAFFIC UPDATES

#PMAGetsSocial

LOCAL THINGS TO DO

#bestDMVsummer #PMAGetsSocial

GRAND OPENINGS

#TheEsplanadeGO garnered 40+ tweets and

photos!

#PMAGetsSocial

#PMAGetsSocial

CHARITY INITIATIVES

RESIDENT EVENTS

#PMAGetsSocial

#PMAGetsSocial

MEASURING ROI

#PMAGetsSocial

SOCIAL METRICS MATTER!

Track how many people are Pinning from your website, seeing your Pins, and clicking your content.

PINTEREST ANALYTICS

PINTEREST ANALYTICS

#PMAGetsSocial

FACEBOOK INSIGHTS

TWITTER ANALYTICS

SURVEYS

#PMAGetsSocial

#PMAGetsSocial

SURVEYS

#PMAGetsSocial

REPURPOSE THE DATA

SEO & ADSTHE QUICK & DIRTY

#PMAGetsSocial

THE DECLINE OF ORGANIC

#PMAGetsSocial

THE DECLINE OF ORGANIC

Source: Sprinklr

Organic reach dropped from 12% per fan in Oct. 2013 to 6% in Feb 2014.

#PMAGetsSocial

THE NEW PLAYERS IN PAID SOCIAL

Source: Sprinklr#PMAGetsSocial

INSTAGRAM & PINTEREST ADS

#PMAGetsSocial

CROWDSOURCED ADS

#PMAGetsSocial

PINTEREST ADS

#PMAGetsSocial

BLOGGING

#PMAGetsSocial

OVEREDUCATE GIVE AWAY FREE INFO SPEAK HUMAN

BLOGGING

CREATE CONTENT THAT PEOPLE

INCENTIVE TOSHARE.WILL HAVE AN

TAKEAWAYS

#PMAGetsSocial

TAKEAWAYSWe are all now media companies and need to think like journalists.

We need to know each channel and what works best.

We need to dedicate resources to creating visuals, micro-videos and collecting stories.

The shift to mobile has already happened. Its time to embrace that shift.

1

2

3

4

Q & A

#PMAGetsSocial

@ansleyjo

+AnsleySudderth

/ansleyjolen

/ansleyjo

/ansleyjolen

/AnsleySudderth

#PMAGetsSocial

Real Estate

Social Media for the Property Manager