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AND HOW TO BRING THE HEAT
W H Y S O C I A L M E D I A I S O N
FIRE
FUN FACTS: • Over six years multifamily experience
• Recipient of 2013 PR News Social Media Icon Award
• Featured in Huffington Post & Social Media Examiner
Gillian LuceReed & Associates Marketing
Twitter: @GillianLuce
HELLO!
1. WHY SOCIAL MEDIA
2. PLATFORMS THAT MAKE SENSE
3. HOW YOU CAN STAND OUT
AGENDA
1I HAVE A BURNING QUESTION FOR YOU
WHY SOCIAL MEDIA?{ }
70% OF THE U.S.
POPULATION HAS AT
LEAST ONE SOCIAL
NETWORKING PROFILE.
“ “Source: Statistica
Remain Competitive
Build Relationships
Provide Customer Service
Improve Search Rankings
Create Brand Consistency
Increase Exposure and Traffic to Your Website
Drive LEADS!
BENEFITS OF SOCIAL MEDIA
64% OF SALES
PROFESSIONALS REPORTED
CLOSING AT LEAST ONE DEAL
IN 2014 AS A DIRECT RESULT
OF USING SOCIAL MEDIA.
“ “Source: Forbes
MYTH! Social Media is FREE
Fact: Social media sites take time to maintain. You can’t just set it and forget it!!
MYTH! Anybody Can Do It
Fact: Anyone can participate in social media, but you must identify a social media strategy to be successful.
MYTH! Build It and They Will Come
Fact: Social media is NOT an overnight process. Give consumers a reason to flock to your page!
MYTH! Social Media is All I Need
Fact: Social media is not meant to replace other marketing efforts, but rather complement them. It is more successful in
combination with other media (e.g., print, mobile marketing, text messaging, web site, email marketing).
MYTH! Social Media Invites Negative Comments
Fact: Negative comments are posted on social media sites whether your brand is there or not! Don’t combat or ignore a
negative comment; respond by providing customer service. Turn those customers into brand evangelists by listening
and taking action.
SOCIAL MEDIA MYTHS
Let’s look at the facts:
69% of all consumers will search the internet for online reviews of a product or service before making a decision to purchase.
72% of consumers will consider buying a product or service with a 3-star rating, however only 27%of consumers will consider a product or service with a 2-star rating.
Source: WebRepublic
REPUTATION MANAGEMENT
REPUTATION MANAGEMENT 101
Review Online Communities
Take Inventory
Draft Positive Responses• Never write a response while angry!
• Always assume the consumer is right, even if they’re not.
Respond Accordingly
Keep Monitoring
2 TOO HOT TO HANDLE?
PLATFORMS THAT MAKE SENSE{ }
DO’S OF FACEBOOK:• Use a recognizable profile picture
• Coordinate cover photos, pinned post and profile call-to-actions
• Use tracking URLs and Facebook Insights
• Capitalize on visual assets
• Build relationships and interact
• Spell check before posting
DON’TS OF FACEBOOK:• Leave the ‘About’ section blank
• Post too often or infrequently
• Ignore any engagement (good or bad)
• Dedicate more than 20% of your content to sales
DO’S OF TWITTER:• Be a resource and offer value
• Provide quality vs. quantity
• Tweet with industry professionals, clients and
consumers
• Include links to your web sites and other social
media profiles
• Promote specials and resident events
• Take polls/surveys
• Be personal
DON’TS OF TWITTER:• Tweet everything that comes to your mind
• Forget to take the time to self-edit your posts before hitting send
• Over think it! Normal abbreviations and 'text' lingo are appropriate
• Make it all about SALES
DO’S OF PINTEREST:• Keep consistent branding with other channels
• Tell a story with your brand
• Get social and build relationships
• Provide resources
• Optimize pins and drive traffic
• Create group pin boards and
crowdsource
DON’TS OF PINTEREST:• Use solely for direct marketing
• Forget the primary audience
• Pin anything and everything
• Overuse hashtags
DO’S OF LINKEDIN:• Keep consistent branding with other channels
• Provide a detailed description of the company
• Nurture relationships
• Use simple language, including keywords and a call-to-action
• Customize your URL
• Join industry specific groups
• Respond promptly
DON’TS OF LINKEDIN:• Self promote
• Post faulty links
• Provide content frequently and infrequently
• Be negative
GOOGLE+
DO’S OF GOOGLE+:• Use visuals
• Share content consistently
• Actively grow your audience
• Take advantage of SEO value
• Put a +1 button on your site
• Create a community
• Ask for reviews
• Follow other businesses
DON’TS OF GOOGLE+:• Neglect your profile (branding and content)
• Forget about ‘circles’
• Confuse Google+ with other networks
• Run contests or create promotional offers
DO’S OF INSTAGRAM:• Write a good bio for the account and link to website
• Invest in high-quality images, create quotes
• Develop a posting strategy
• Include strategic hashtags
• Engage and nurture relationships
DON’TS OF INSTAGRAM:• Post too frequently
• Ignore followers
• Forget to follow back
• Overuse hashtags
• Overlook tracking your results
3ALL FIRED UP NOW?
HERE’S HOW YOU CAN STAND OUT{ }
CUSTOMERSERVICE
PROVIDE
YOUTILITY{BE USEFUL}
OFFER
IF YOU SELL SOMETHING,
YOU MAKE A CUSTOMER
TODAY; IF YOU HELP
SOMEONE, YOU MAKE A
CUSTOMER FOR LIFE.
- JAY BAER
“ “
Help your customers learn
Help them plan
Help them enjoy
HOW TO PROVIDE YOUTILITY
CONTENTTHAT PEOPLE CARE ABOUT
PROVIDE
CONTENT IS FIRE AND
SOCIAL MEDIA IS
GASOLINE.
- JAY BAER
““
CONTESTSEVERYONE LOVES FREE STUFF
HOST
CONTESTS
EMPLOYEEACTIVATION
UTIL IZE
EMPLOYEE ACTIVATION
A 12% INCREASE IN BRAND
ADVOCACY = 2X INCREASE
IN REVENUE GROWTH.
SOCIALLY ENGAGED
COMPANIES = 57% MORE
LIKELY TO GET MORE SALES
LEADS.
“ “Source: National Business Research Institute
THANK YOU
