Social Marketing & Reputation Management
> TOUCH POINTS 1. 2. 3. Customer Behavior General Facts and Trends Value of each Platform & Opportunities
> WHERE DO YOU BEGIN?
> GET REAL ABOUT SOCIAL MEDIA Social Media is NOT easy, quick or cheap Adding content is easy and free but upkeep is time consuming Transparency and convenience must be priority We re seeing a fundamental change in the way kids consume media. Kids that can t even talk, walk up to a TV screen and try to swipe it like an ipad or iphone. - Styler
> QUICK FACTS Social media amplifies your reach, improving internet presence, reputation and SEO. It is also one of the most powerful content distribution channels. 91% Of people have gone into a store because of an online experience *Marketing Land 89% Of consumers say they re more likely to recommend a brand to a friend after becoming a fan *PRNewswire 56% Of fans say they re more likely to recommend a brand after becoming a fan *PRNewswire
> CUSTOMER BEHAVIOR Everyone has a choice Consumers reach out because they want to on their own terms Don t call me I ll call you There are over 217 million registered members of the National DO NOT CALL list
> SOCIAL MEDIA
> FIRST STEP LESS DONE RIGHT IS MORE
> YOUTUBE How do you YouTube? Critical to apartment marketing 2 nd only to Google Over 72 hours of footage uploaded every minute Zappos drives over 250,000 visits/year to its website from YouTube Use it to capture leads, follow-up or retention
> YOUTUBE
> YOUTUBE: TIPS LINK BACK TO YOUR SITE Invite viewers back to your website at the end of your videos. Include a clickable link right in the video description box to make it super simple! FILL OUT DESCRIPTIONS YouTube is owned by Google, so make sure you give your video high search visibility. Fill out every available empty box when you publish your video title, tags, description, category, etc. HIGHLIGHT YOUR FANS Referrals are the greatest marketing source out there ask customers to post short YouTube videos about their experiences with the brand positive and negative. Tell your story in a genuine way. CREATE VIDEO LANDING PAGE Create a separate video landing page optimized for your community This will help rank the landing page high in search results, instead of the actual YouTube site hosting your video.
> INSTAGRAM 8,500 photos are liked on Instagram per second Instagram has 90M monthly active users 40M photos are uploaded per day Brands share an average of 98% of the photos they post to Facebook and 59% to Twitter 1,000 comments per second are left on Instagram photos
> INSTAGRAM: TIPS BEST TIME TO POST Content consumption happens at all times not just business hours. Visual content is shared just as much during weekday hours, as it is on off-hours (9 p.m. 8 a.m.) and weekends. HASHTAGS Using hashtags with your photos dramatically increases interaction Integrate them seamlessly into the post and make them relevant to the photo. Ex: #WillowGlenApartments #OurResidentsHaveFun #BestPlaceToLive VIDEOS Although only released a few months ago, videos on Instagram increase engagement with users these 15 second video snapshots put you ahead of the competition POST INTERESTING THINGS Take people behind the scenes and capture moments that are human and relatable. USE FILTERS Instagram was launched as an app to make your photos beautiful take advantage of the photo filters to turn your average photo into a work of art.
> FACEBOOK Facebook is the world s largest social network, more than 1 billion users 93% of US adult Internet users are on Facebook 1 out of every 8 minutes online is spent on Facebook 49% of people use Facebook to share content
> FACEBOOK: TIPS CREATE CUSTOM TABS Every Facebook Business Page has a standard set of tabs, including a Wall where comments are published and an Info tab with general information. Extend these tabs, by creating custom ones ( Welcome tab Email Newsletter Sign Up tab, Promotion tab STICK TO A CONSISTENT POSTING SCHEDULE The worst thing a business can do is to post 7 days in one day and then not for another 3 months. Plan a posting schedule ahead of time and stick with it. USE FACEBOOK ADS Facebook enables you to target your audience for your ads you can specify geographic area specific interests, etc. for those that will see the ad. You can set your bid price, campaign budget and test as many different ads as you like you can also stop each campaign immediately SEND UPDATES Facebook administrators are able to send messages to anyone who likes their Page send out individual updates and make them aware of new promotions, ec.
> PINTEREST Digital media is going visual, with Instagram leading the way Pinterest has 70 million active users 80% of users are female 2.5 billion monthly page views 80% of pins are re-pinned from other sources
> PINTEREST: TIPS CREATE SPECIFIC BOARDS ABOUT A SINGLE TOPIC Create individual boards that focus on a single topic (Ex: Small Space Design) to increase interaction and views. DON T LIMIT YOURSELF TO ONE BOARD Sometimes more is better when it comes to Pinterest marketing. By having multiple boards on several different subjects related to your product or brand, you become somewhat of a subject matter expert and users will come to you to learn more. BE CREATIVE WHEN NAMING YOUR BOARDS When a brand has one main focus (apartments), it can help keep user s interest if they name boards creatively they should be relevant enough so that users know what the board is about, but keep it lighthearted (Ex: Moving On Up for a title of a penthouse decoration board) PIN REGULARLY Pin on a regular basis in order to keep your profile s pins in the feed of each pin s category, thus growing followers and re-pins.
> GOOGLE+ Google+ has passed Twitter as the secondbiggest social platform worldwide Focused on targeted sharing with subsets of your social group Includes Hangouts users can have video sharing networking 343M active users 25% of worldwide internet users are active on Google+ at least once a month
> GOOGLE PLUS
> GOOGLE+: TIPS BE CREATIVE IN YOUR MINI-BIO Get creative with your employer field and use it to create an eye-catching mini-bio. This shows up in your hovercard, which is often the only information someone on Google+ has in front of them to decide whether or not to circle (follow) you or not PROMOTE YOUR PAGE Promote your Google+ page from your website and other online presences. You should also add the +1 button to your website or blog, which allows visitors to recommend it with a single click. CREATE A SUGGESTED CIRCLES LIST Create a prioritized list of suggested circles that you can place at the About tab of your profile page. Visitors can quickly and easily determine your business focus.
> TWITTER 140-character bursts of information More than ½ of active Twitter users follow companies, brands or products 79% of US Twitter users are more likely to recommend brands they follow 67% of US Twitter users are more likely to buy from a brand they follow It s instant, targeted and powerful
> TWITTER Keep it light.
> TWITTER: TIPS WRITE IN YOUR OWN VOICE Ensure that all your tweets, replies and promotions encompass a seamless style that matches your personality or brand. USE KEYWORDS IN YOUR TWEETS Keywords are the backbone of content make a list of keywords that best describe your business and industry use these words as you compose your 140-character posts. SHARE LINKS TO USEFUL CONTENT Sharing links to useful content are more effective at growing and retaining followers than engaging them in conversation. Share more links than @replies! CONNECT WITH THE RIGHT PEOPLE AND TWEET WITH THEM Use tools such as Follower Wonk, Twellow and WeFollow to find people who are in your region and interested in your industry and then start following them. Once you find your audience don t tweet AT them tweet WITH them.
> REPUTATION MANAGEMENT http://www.youtube.com/watch?feature=player_detailpage&v=jofnr_wkoce#t=40
> REPUTATION MANAGEMENT Make the decision to do it on your own Find a third-party to manage social
> REPUTATION MANAGEMENT Of consumers trust online reviews as much as personal recommendations *Search Engine Journal 72% Of consumers say that the posts made by companies on social media influence their purchases *Forbes 78%
> ONLINE REPUTATION Brand Reputation: Use tools like iwebtools, Google Analytics or another third-party tool to evaluate, monitor and respond to conversations going on about your brand Google Alerts Use Google Alerts to notify you when your brand name is mentioned anywhere on the web best of all it s free! Respond Quickly People want companies to be available 24/7. According to a recent survey, close to 60% of consumers expect brands to respond to their social media comments and questions Benefit from Happy Customers There s nothing wrong with suggesting to your happy customers to write about their experience on Yelp or Google Places the worst that can happen, is that they ll decline.
> MAJOR TAKEAWAYS CONSUMERS TRUST STRANGERS AS MUCH AS THEY TRUST PEOPLE THEY KNOW WHEN IT COMES TO MAKING A BUYING DECISION ENSURE YOU HAVE A PROGRESSIVE ONLINE MARKETING STRATEGY
> NOW WHAT? DEVELOP AN OVERALL STRATEGY CONFIRM AND UTILIZE RESOURCES DESIGN A PLAN WITH REALISTIC TIMELINE IMPLEMENTATION & FOLLOW THROUGH MONITOR AND ANALYZE
> REQUEST YOUR MARKETING STRATEGY WORKBOOK TODAY.