Social Media Profiling

1.AIM 2010
Social Media Engagement for Apartment Marketers
Vivek Sodera
Co-Founder / Business Development
Rapleaf
[email protected] / @vsodera

2. Contents

Rapleaf | About

3. Social Media Landscape 4. Social Media Trends 5. Email-to-Social 6. Facebook 7. Twitter 8. Foursquare 9. Plancast 10. Additional Platforms 11. Summary 12. Something Extra 13. [email protected] / @vsodera
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10/13/2009
14. Rapleaf | About
Rapleaf provides social media data and consumer insight to drive acquisition, retention and data intelligence activities. With the largest and most comprehensive social media database, Rapleaf helpsclients exceed marketing objectives.
Headquarters:San Francisco, CA
Satellite Offices:Chicago, IL
New York, NY
I
Like
cats
Food Network
Fan
NASCAR
Fan
Quick Facts

Data on 900+ million records

15. 400+ million consumers 16. 60+ billion friend [email protected] / @vsodera
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10/13/2009
17. Rapleaf | About
Rapleaf Universe
Who demographics
Where footprint online
What affinities, interests
With Whom friend connections
Rapleaf Process
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18. Social Media Landscape
Demographics
Usage 80/20 Rule
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19. Social Media Landscape
Early vs. Recent Adopters
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20. Social Media Trends
Trends
-Facebook is new webpage
-Socialized commerce
-FB Connect massive ad network (100MM)
-Content distribution timescale:
Past (Asynchronous)Present (Realtime) Future (Intent)
Blog/Reviews Twitter/Foursquare Plancast
-Social broadcasting is on the rise
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21. Email-to-Social: Unanonymize
Strategy:
-Identify existing and potential tenants/leads on social
-Target email marketing to those on FB & Twitter

Ask to fan/follow your page(s)

22. Ping potential ambassadors or influencers with special offers & incentives 23. Ping groups of friends-Ping folks that change location (via LinkedIn, etc)
Case Study: Cosmetics Company
-Company wanted to expand FB fan base
-We identified which customers were on FB
-Company sent targeted email to FB customer base to fan on FB fan page
-Company fanbase grew 10,000% in weeks
>50% on Facebook
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24. Email-to-Social: Identify Influencers
Social Influencers Can Broadcast Your Message
Influencers Targets for word-of-mouth marketing campaigns
Friend counts of customers
Case Study: CPG
-CPG interested in leveraging 'mommy bloggers' for brand equity purposes
-Un-anonymized customer set (4M)
-Identified socially influential 'soccer moms'
-CPG reached out to influencers & had them participate in blog/Twitter campaign
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25. Facebook What Will Be Covered

Facebook Connect

26. Engagement Ads 27. Facebook Ads 28. Recent Facebook [email protected] / @vsodera
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29. Facebook Measure
Social Media Sabermetrics
-Identify your business goals
-Set your Key Social Performance Indicators (KSPIs)
-Develop low-investment programs that should drive KSPIs
-Optimize tactics based on performance of KSPIs
Standard KSPIs
-Subscribers (email, RSS, or notifications)
-Content consumption
-Socially-indexed conversations
-UGC (photos/videos/wall posts added by fans)
-Pageviews
-Number of fans
-Number of comments/likes
-Time engaged with the site
-Total unique visitors
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*credit: Ian Schafer & Tyler Willis
30. Facebook Sexy Apartment Listings
Craigslist
Website
Twitter
Search Landing Page
Email
Youtube
Yelp
3rd Party Listing Sites
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31. Facebook Make Your Fanpage Sexy
Involver:
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32. Facebook The New Webpage
Great Examples:
Traffic
Email address capture form (leads)
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33. Facebook Be Social Yet Professional
Social Media is One Big Cocktail Party
Be Professional
Embrace the Community
-Make it aesthetically pleasing (Involver)
-Ask questions/get feedback (Brandglue)
Online
Offline
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34. Facebook News Feed Optimization
No One Visits Your Fanpage (True Story)

Focus on converting visitors --> fan (interact through the newsfeed, NOT the page).

35. Newsfeed algorithm EdgeRank(1) Affinity score between the viewing user and the item's creator; higher affinity score if you send your friend FB messages and look at their profile
(2) Weight for edge type (create, comment, like, tag, etc.); comment has more importance than a like
(3) Time decay factor based on how long ago the edge was created

BrandGlue: Make clients' status updates appear in their fans' newsfeed more often

36. Call your fans to action (ask for comments) Not Great:Better:
Units available here: [link]" How important is the community environment when selecting an apartment to rent? (BTW, we've got special discounts `on the following units: [link])"
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37. Twitter Setting Up Your Page
Twitter Page
-Dont tweet craplearn from Shaq
-Tweet open listings and vacancies
-Alert tenants of apartment updates
-Engage influencers & potential ambassadors
-Beautify your Twitter page & provide contact info
-
Twitter Search
Basic MonitoringAdvanced Monitoring
-TweetDeck, Hootsuite, etc.
-Track/monitor your companys mentions + competitors
-Stream tweets from apt hunters
-Radian6, Visible Technologies, etc.
-Advanced analytics in monitoring your company + competitors
-Sentiment analysis
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38. Twitter Remember

Engage, Engage, Engage: Engage with existing Twitter followers & known FB fans

39. Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP 40. Track: Periodically measure aggregate sentiment and aim to continually increase in [email protected] / @vsodera
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41. Foursquare
This Years Twitter
-Users check-in their location & broadcast to friends
-Combines the buzz of geo + realtime
-Users incentivized by points, badges, & mayor offers
Distributed Marketing
-Tenants check-in and broadcast to friends that theyre currently at their apt (friends likely to stop by and be exposed to apartment surroundings)
-Encourage tenants to check in
Mayorship
-Engage and embrace loyal tenants
-Offer incentives to Mayor of apt (5% off rent or reserved parking spot)
42. Foursquare Go the Extra
Tips*
Go the Extra Inch:

List your business location so it shows up in results when users are nearby.

43. Add unique tips and to-dos for local restaurants, retailers and other venues. 44. Offer a reserved parking spot to the Mayor of your community. 45. Use the Shout feature to let locals know about upcoming parties or other open events at your community. 46. Encourage as many people in your community as possible to join Foursquare, then share their best tips and to-dos on your blog.Go the Extra Mile:

Track Mayor deals and check-in coupons for other businesses in the area, and post them on your website.

47. Get out in the neighborhood and help more businesses create their own Foursquare deals. 48. Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office. 49. Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network. 50. Partner with a local coffee shop or bar to offer a special discount to their customers brought to you by XYZ [email protected] / @vsodera
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*credit: Mike Whaling/30lines
51. Plancast A New, Upcoming Platform
Foursquare for the Future
-Event driven social broadcasting
-Combines geo + intent
-Business model is still unclear
-Gained traction at SXSW like Twitter & Foursquare before it
Plan Ahead
-Plan offers & incentives ahead of time:

Moving Out Moving service (not U-Haul) offers

52. Moving In Comcast, Bed Bath & Beyond coupons 53. Pool party / BBQ Conditional sponsorship of food/drinks 54. Local events Email, tweet, or message [email protected] / @vsodera
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55. Additional Platforms
Yelp
-Monitor reviews for current and existing tenants and outreach
-Pro-actively upload images and content
Augmented Reality
-Minority Report like technology
-UDR gets it
Slideshare
-can upload 1-2 page sales material on apartment listings
-can capture leads thru embedded lead collection form: http://www.slideshare.net/business
Myspace/Hi5/Bebo/Friendster/etc.
-niche targeting: middle America, Latinos, African Americans, etc.
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56. Summary - Strategies
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57. You Want More?
Offline Data

Income

58. Presence of children 59. Home Ownership 60. Purchase Behavior 61. Lifestyles 62. Much moreSocial Graph

Targeting friends

63. Extending reach 64. Social AffinityMicro-Targeting

Target lists of people for postal and/or email programs

65. Serve display media to only people you want 66. Use customer insight to tailor messaging and media planSocial Data

Social Site Affiliation

67. Interests and brand affinities 68. Occupation 69. Education 70. [email protected] / @vsodera
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71. Target Ads Based on Social Data
Target:
-existing fans/followers
-friends of current fans/followers
-existing & prospective tenants
-friends of tenants
-fans/followers of competitors
-custom & built out segments
YOUR AD HERE
YOUR AD HERE
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72. Questions?
Contact:
Vivek Sodera
[email protected]
Twitter: @vsodera
510.919.6221
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Technology

Social Media Profiling