2016 social media trends chattanooga apartment association
TRANSCRIPT
ANSLEY SUDDERTHSocial Media Training & Communications ForRent.com
@ansleyjo
PASSIONATE PEOPLE
INNOVATIVE SOLUTIONS
QUALITY RESULTS
2016 SOCIAL MEDIA TRENDS FOR THE PROPERTY MANAGER
AGENDA
• INTRODUCTION
• TRENDS: 8 Trends to Execute Today!
• WRAP UP
• Q&A
A BIT ABOUT ME…
CAREER BACKGROUND
C’VILLE TO
DMV
HRVA TO
C’VILLE
ATL TO
HRVA
SOCIAL MEDIA TRENDS TO EXECUTE TODAY!
8
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
1. CREATING YOUTILITY
BEING A GREAT MARKETER IS HARDER THAN EVER
3 REASONS WHY…
CONSUMER BEHAVIOR CHANGE
1
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
Source: Jay Baer
Source: Jay Baer
74% TRUST REFERRALS FROM FRIENDS/CO-WORKERS & 67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “
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
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
IN NEW LEASES $150,000
THE DIFFERENCE BETWEEN HELP AND HYPE IS JUST TWO LETTERS, BUT THEY MAKE ALL THE DIFFERENCE.
- @JAYBAER
• Inform, don’t spam!
•Keep it simple!
•Speak human!
EVERY BRAND IS HUMAN, AND EVERY HUMAN IS A BRAND
•OVEREDUCATE
•GIVE AWAY FREE INFO
•SPEAK HUMAN
CREATE CONTENT THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN
Online relationships
ARE the new currency.
- Ted Rubin
“”
“
YOUTILITY
CREATE YOUTILITY THROUGHOUT THE FUNNEL
Source: Jay Baer
— @JAYBAER
2. VISUAL MARKETING EXPLODES
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.
Not just for selfies & recipes!
WHY IS VISUAL CONTENT IMPORTANT?
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.
IT’S EASILY SHAREABLE AND EASILY PALATABLE.
Source: Wishpond.com
VISUAL STORIES HELP PEOPLEIDENTIFY WITH YOUR
ORGANIZATION.
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
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
INSTAGRAM CONTEST
FREE & LOW COST
EDITING & DESIGN TOOLS PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART
3. GO MOBILE OR GO HOME
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
UN-BUNDLING APPS
SOCIALIZING WEARABLE TECH
4. ADVOCACY
WHAT IS ONE OF THEBIGGEST CHALLENGES
WE HAVE TODAY?
CONTENT
CONTENTIS KING
CONTESTS
CONTESTS ARE
KING
WHY SHOULD ANYONE
CARE ABOUT
CONTESTS??
CONTESTS CONTENT=
EMPLOYEE ACTIVATION
Your employees have a vested interest in your company’s 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
5. REAL-TIME MARKETING
RIDE THE TRENDS
RIDE THE TRENDS
ALIGN WITH A TV EVENT
ALIGN WITH A TV EVENT
ALIGN WITH A TV EVENT
MAKE IT PERSONAL
HAVE FUN - BE WITTY, NOT AWKWARD
INSTAGRAM TAKEOVERS
HOST AN INSTAMEET EVENT
ALIGN YOUR BRANDING
6. CROSS FUNCATIONAL TEAM INTEGRATION
BRANDS WILL BECOME
EVEN SMARTERABOUT RESOURCE ALLOCATION
& INVESTMENT.
EDITORIAL CALENDAR
Source: Getcommunity.com
FREE & LOW-COST EDITORIAL CALENDAR
TOOLS
HUBSPOT
EXCEL
GOOGLE CALENDAR
TEAMUP
WORDPRESS PLUGIN
TRELLO
COSCHEDULE
BASECAMP
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
7. SOCIAL PLATFORM DIVERSITY
SHOTGUNS
RIFLES - @JAYBAER
TRUMP
THE RIFLE APPROACH SAYS DON’TGET INVOLVED IN A PLATFORMUNLESS YOU CAN DO IT RIGHT.
- @JAYBAER
Source: Convince&Convert
THE SHOTGUN APPROACH SAYS YOU SHOULD BE EVERYWHEREAND THAT TOTAL PLATFORM
SIZE IS SECONDARY. (AND POSSIBLY IRRELEVANT)
- @JAYBAER
Source: Convince&Convert
8. LIGHTS, CAMERA, MICRO-VIDEO
MICRO VIDEO
GOPRO & FACETIME TOURS
LIVE STREAMING VIDEO
LIVE STREAMING VIDEO
VINE
HYPERLAPSE
HYPERLAPSE
TAKEAWAYS
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. It’s time to embrace
that shift.
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Q & A
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