how to cultivate brand advocacy - jade smith
Post on 17-Jul-2015
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Social Media Expert, RealPage, Inc.
Jade.smith@realpage.com
Twitter @RealPage @jdesmth
#RPageQA
BUILDING
BRAND ADVOCACY
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OBJECTIVES
Brand Advocates
Turning Residents into Warriors
The Importance of Content
Measuring ROI
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WHAT IS A
BRANDADVOCATE?
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WHAT IS A BRAND ADVOCATE?
GAINSTRUST
BUILDSLOYALTY
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The Power of Word-of-Mouth Social media provides us with several outlets
to voice opinions, triumphs, and frustrations.
WHAT IS A
BRAND ADVOCATE?
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Consumer Behavior & Reputation 61% of global Internet users
research products online
44% of online shoppers begin by
using a search engine
WHY
ADVOCATES MATTER
Brand advocates help YOU
reach prospects in a new way.
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Know Your Residents
Know Your Networks
Know Your Value
TURNING
RESIDENTS INTO WARRIORS
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KNOWING
YOUR RESIDENTS
What do you know about your current residents? Demographic
Interests and Common Activities
Behavior
Reason to Buy
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KNOWING
YOUR NETWORKSGoal is communication!Do research
How is each outlet used?
Keep your message clear
Simple calls to action
A misuse of this meme.
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KNOWING
YOUR VALUEWhat sets you apart from other communities?Showcase the added value of living at
your property
Special Amenities
Contests and Discounts
Parties and Events
Security and Staff
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CONTENT CREATION
Did you know visual content makes up
93% of all human communication?
Users decide whether a post is worth surfing in the
first 3 seconds.
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In the form of…
Blog articles
Photos
Videos
Flyers
CONTENT CREATION
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Vine Apartment Tour - Use relevant
hashtags to draw in new users.
CONTENT CREATION
This property partners with small
businesses in the surrounding area
and shares discounts with their
online community.
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Early bird promo where they
announce winners on their
social media pages.
CONTENT CREATION
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Sharing + Caring = EngagementAct as an information source!
Viral videos or popular articles
Local new stories and events
“10 Things only True Chicagoans will Understand”
“Family-friendly Summer Activities”
MEASURING YOUR ROI
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Set (realistic) Goals What is the end game?
Measurement - Analytics Likes, Mentions, Followers, Shares
Website Traffic, Online Forms
MEASURING
YOUR ROI
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MEASURING
YOUR ROI
16©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
Facebook® Analytics
Twitter® Analytics
Google Analytics™
Social Advertising Experiment with promoted and sponsored posts
Data optimization
Use Social Media Tools Use a tool with social monitoring, analytics, and scheduling capabilities
Designate a team for social media – KNOW who has access to assets
Integrates with existing programs like Marketo® and Salesforce®
MEASURING
YOUR ROI
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Takeaways
Brand Advocates
Turning Residents into Warriors
The Importance of Content
Measuring ROI
2©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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