Communicating effectively with your tenants on social

Transcription

1 Communicating effectively with your tenants on social

2 SocialB Digital marketing experts - social media training courses/webinars - social media consultancy - search engine optimisation (being found on Google, etc) - Digital strategy and support work Social media council

3 What will you leave with today? The four key areas to build social media success What social media platforms you should be using for your organisation Tips on using social media as part of your every day work and wider strategy

4 Different types of social media Although they all enabling sharing, there are several different types of social media. We will cover these in more detail later. Blogs are online diaries Microblogs (Twitter) is texting online Forums are conversational threads Video sharing (YouTube, Vine, Vimeo, Periscope) is shared video clips Social photo (Instagram, Pinterest, Snapchat) is shared images and photos Social networking is all of the above

5 How it relates to Housing Management Housing Management organisations can and do use social media. For every major business function of every organisation, there is an equivalent social media function: Research=Listening to the conversations tenants have with each other & generally to understand their wants and needs Community=Talking in the conversations tenants have with each other/generally to spread messages about your useful updates, support, services, etc. Support=Supporting tenants to support each other by setting up tools that help them do this Development=Embracing the way tenants choose to communicate via social media to get updates etc.

6 Why the social media explosion? Free! Sharing is a deeply ingrained human instinct Traditional communications were brand led New communications are word of mouth led Access to internet! Mobile phones and tablets! Instant/immediate

7 The 4 key S s to social media success Strategy Social Selecting the right keywords Search

8 Strategy

9 Social Media Strategy Without a plan you plan to What does success look like? - decrease in calls with problems/emergencies - improving the sentiment in the housing community? Q1 What do we want to achieve with our social media activity?

10 Social Media Strategy Your overall objectives will inform what you do in social media in terms of: Who you want to connect with What content you share How you interact with people How often you need to interact with people How you want to influence people to act

11 User journey

12 Don t upset them at the first hurdle Mobile friendly website Clear call to actions No jargon Easy to use

13 Social Media Calendar Blog Twitter LinkedIn Facebook Pinterest YouTube MON TUES WEDS THURS FRI SAT SUN In social media, it s key to Do Something regularly Things to talk about January Budgeting with a family February How to keep heating costs down Community event in Burr Road When you create a new blog post, tweet about it! When you attend an event/show/networking, follow up with someone you met by connecting with them on Twitter. Read any interesting blog articles? See a good video on YouTube? Post it on Twitter!

14 Measure, Measure, Measure! Google Analytics Hootsuite Call traffic etc

15 Website measurement

16 Good old Excel Weekly per platform 40 Monthly on one tab Retweets Create graphs 25 Mentions Tweets favourited by others Visitors of website via Twitter Sales via Twitter

17 Social

18 Two-way communication The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages & disadvantages: More powerful engagement Active involvement Participative for both parties You can t control what tenants say! Make this principle core to a social media strategy

19 Two-way communication Engage with your audience Share useful information

20 Minimising social negativity Prevention is better than cure Acknowledge and log complaints Take things off line but don t ask them to call you/ you Try to manage expectations

21 Informing tenants is key The Bio contains relevant info What you do What to expect what content you are going to share/feedback etc Customer Service Where to find them

22 Selecting the right keywords

23 SEO Search engine optimisation Search engines index websites & social media platforms Google, Yahoo, Bing have to decide what answers to give people SEO = having the right keywords that people search on

24 Where to go keyword digging? Use Google Keyword Planner Use the search engines and their predictive text If you pay for advertising on Google adwords note these down Use your Google Analytics data (keyword source) Google Insights Trend tool

25 Google Keyword Planner

26 Google Keyword Planner Note down longer keywords i.e. how to budget your money Think like a tenant! Ask your call handlers their most popular questions What locations do you cover? City, county, regions, UK wide Set up an excel sheet with keywords/keyphrases so they can be used across all your online areas (social media, website, etc.) Review every two to three months if you get the chance

27 Search

28 Search Make it easy to find the ways to contact you

29 Great Social Media Tools for Search Hootsuite/Tweet Deck Use to set up streams to target your audience/interests Use for lists great way of staying in touch with people (Twitter) Scheduling but don t get in that trap apart from articles, etc Measuring all have a stats section

30 Hootsuite

31 Social media which platforms should you use?

32 Facebook Great for Housing Management consider Page & Group Interaction is key, Facebook want you to work for your credibility The REAL value is in your fans content and interaction you your page Think target audience

33 Facebook Examples Aim for shares, likes & comments in that order not getting them means you are talking to yourself!

34 Know your audience Post at the best time

35 Twitter Create / share links to send traffic to you website/blog Helps keep your tenants up to date Find / Answer questions great for credibility

36 Twitter key to success Bio Getting Retweets (on good things to share) Using hashtags Images

37 Twitter Examples

38 Hashtag examples #location i.e. #norfolk or #norwich #subject i.e. #money #Interest i.e. #mentalhealth

39 Blogging Great for reusable content Demonstrates you want to help Shares useful information Blogs are often shared on social media networks

40 Blogging example

41 Maximise blogs Blog (min. twice a month if possible) Content subject is key know your audience Use an image! Use these to share on your social media platforms Use for your ing too if you wish Create in a simple video One piece of content maximised!

42 Video content - YouTube Can be very easy to do! Share great hints, tips, etc Its about content not how slick your video is

43 What will you leave with today? The four key areas to build social media success What social media platforms you should be using for your business Tips on using social media as part of your every day business

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46 Communicating effectively with your tenants on social