Succeeding With Social Media and FRSocial by For Rent Media Solutions
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Succeeding With Social Media and FRSocial by For Rent Media Solutions
- 1. Succeeding with Social Media & Erica Campbell Director of Social Media For Rent Media Solutions & Homes.com @ericacampbell
- 2. Agenda • Social Media Landscape • Strategy • Growth • Engagement • Measurement • Education • Ignition Points
- 4. 52 percent of a brand‟s reputation can be attributed to how social it is online, according to global executives in a recent study. Source: Weber Shandwick & Forbes Insights 2011 Flickr: Creative Commons Mavis
- 6. On Average, Facebook fans spend an extra $72 on products & are 41% more likely to recommend products vs. non-fans. Source: Knowledge Networks Flickr: Creative Commons Owenbrown
- 7. More than 955 million monthly active users & more than 543 million mobile monthly active users as of June 20, 2012. Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com
- 8. The mobile PC category is poised to soar from 347 million units in 2012 to more than 809 million by 2017 Photo: agbeat.com, Source: NPD DisplaySearch
- 9. Consumers are Engaged in Social Commerce on Facebook Facebook Users in US 138 Million Shared Product 35 Million (1 out of 4) 25% Asked for Recommendation 19% 26 Million (1 out of 5) 16% Driven to Purchase 22 Million (1 out of 6) Source: Social Commerce IQ
- 10. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
- 11. Two Giant Sources of Traffic
- 12. Benefits of Social Media • Create awareness, buzz and brand positioning to prospective renters. • Connect with your best and most likely customers by giving them a reason to like or follow the brand in social channels. • Increase resident satisfaction which decreases turnover and increases occupancy. • Engage residents by making community communications more participative and personally relevant. • Influence residents to share their positive experience and encourage them to refer their friends.
- 13. STRATEGY
- 14. Product Development Marketing Online Presence • Lead Generation • Feedback • Message Reach • Ratings & Reviews • Early Warning • Brand Reputation • Communities • New Product Ideation • Rich Media • Customer Stories • Influence Sales Customer Service HR/Legal • Leads & Referrals • Listening • Recruitment • Collaboration • Retention • Overall Counsel • Thought Leadership • Outreach A tool to be leveraged across the fabric of the Get Organized company: different functions, uses and values
- 15. • Increase brand awareness, reach & retention • Increase website traffic • Humanize your voice • Recruiting & hiring • Provide thought leadership & credibility • Effectively market promotions, specials & events • Manage you reputation • Improve search engine rankings • Establish partnerships • Build additional value Define Objectives & Goals
- 16. • Passion • Social media savvy • Enthusiasm • Good communicator & writer • Knowledge of brand touch points • Good technical skills with computers and online applications • Willingness to take on the time commitment required Recruit Superfans
- 17. • What is your mission statement, brand position or brand promise? • What is your brand personality? • What is your brand identity? • What differentiates your brand? • What is your company story? • What do want your customer experience to feel like? • Identify types of content Develop a Content Strategy & Choose Your Social Identity
- 18. Develop a Content Calendar
- 19. “A social media policy should not only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
- 20. Fuel growth & visibility Spark & join conversations Enlist community of fans Establish authentic presence How To Get Started
- 21. PRODUCT OVERVIEW FRSocialExpert Manage your social media through a suite of tools designed to enhance audience engagement, reputation management, resident retention and drive LEADS™.
- 22. GROWTH
- 24. •Not the Same as a Website • Be Human & Authentic • For Your Residents • For Prospects • Get a Vanity URL www.facebook.com/username Create Accounts & Polish Them
- 28. More than 10 million monthly unique visitors with more than 20 million users 68% of Pinterest users are women, and 28.1% of users have an average household income of over $100,000. Use Pinterest to Visually Highlight Products & Services Source: Modea
- 29. YouTube Account
- 30. Create a Twitter Profile & Hashtag
- 31. Create a Foursquare Account Create & claim your or Claim Yours apartment & allow residents to “check-in”. Provide a rotating set of special offers.
- 32. Create a Google+ Account
- 34. • Recruit Residents • On Your Website • In Your Emails •In Your Office • Email Signatures • Brochures/Print • Door Hangers Promote Your Page http://developers.facebook.com/docs/plugins/
- 35. GROWTH Exclusive Ad Distribution Second Prospects can Lead inquiry largest recommend, “Like” online & “Share” classified site
- 36. GROWTH Exclusive Ad Distribution: ‘Likes’& LEADS™ Priority Placement in Search Results with the FRSocialExpert package Ability for prospect to ‘Like,’ fill out a guest card or ‘Share’ Example User- Generated Ad
- 37. GROWTH Exclusive Ad Distribution: ‘Likes’& LEADS™ Link to your Facebook Business Page Facebook ‘Like’ Button Door Hangers & Signs
- 38. GROWTH Exclusive Ad Distribution: ‘Likes’& LEADS™ Unique Guest Card & Phone Call Tracking Media Center Showcasing Photos & Video Recommendations
- 39. GROWTH Set Up a Facebook Business Page For Rent takes the workload off your staff: Our Social Media Team will set up your Facebook Business Page or optimize your existing account with photos and apartment details.
- 40. GROWTH Apps: Available Apartments Our Social Media Team will install the app that provides online availability right from your Facebook Business Page.
- 41. GROWTH Apps: Recommendations • Our Social Media Team installs the app which provides a platform for residents to give positive recommendations and referrals • Easy for both residents and leasing managers • Helps build credibility, reputation and increases positive word of mouse • Deepens the relationship between the community and the resident
- 42. GROWTH Apps: Recommendations Continued Your positive recommendations are also automatically pushed to your Marketplace ads for all prospects to see. REPLACING THE NEED TO GO TO APARTMENTRATINGS.COM
- 43. GROWTH Social Media Management Dashboard Only available to FRSocialExpert customers
- 44. GROWTH Design Cover Photo Welcome app
- 45. GROWTH Design Welcome App Cover Photo
- 46. GROWTH Design: Template Gallery • Our dashboard saves you time by allowing you to design Facebook graphics and apps within minutes • Select from a wide variety of Cover Photo and Welcome app layouts - Save money! • No need to hire an expensive programmer or graphic designer • Need help? Let us know and we can create the graphics for you!
- 47. GROWTH Design : Cover Photo • Our easy-to-use edit tools let you create semi-custom Cover Photos to increase brand awareness and engagement • Make edits in real time and upload to your Facebook Page within minutes
- 48. GROWTH Design : Welcome App • Our easy-to-use edit tools let you create semi-custom Welcome apps • Customize apps to meet company brand guidelines • Make edits in real time and upload to your Facebook Page within minutes
- 49. GROWTH Design : Sweepstakes App • Increase Facebook „Likes‟ and engagement • For Rent manages the Sweepstakes, provides the legal rules and financially provides the prize of an iPad 2
- 50. ENGAGEMENT
- 52. Research suggests posting at 7am, 11am, 3pm, 5pm, and 11pm but continue to test. Frequency is king but don‟t overwhelm your fans. Timing of Posts Timing of Posts Source: Buddy Media 2011
- 53. Give Fans Exclusive Access
- 54. Fill-in-the-blank posts generate about 90% more engagement than the average post. Fill-In-The-Blank Posts Source: Facebook
- 55. Posts that end with a question have a 15% higher engagement rate. Questions Source: Facebook
- 56. Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively. Emphasize on Visualization
- 57. ‘Pin’ a Post & Star Stories
- 58. Create an Event
- 59. Brands can feature a promotion on their page, allow users to claim it and have the coupon sent directly to the user‟s email or mobile device. Offer Post
- 61. Host a Contest
- 62. Host a Contest
- 63. ENGAGEMENT Post N’Leap: Quick Post & Scheduler Use our „Quick Post‟ or „Scheduling‟ feature to post content across multiple social networks and multiple accounts in one click
- 64. ENGAGEMENT Post N’Leap: Content Library Easily select pre- written professional content from libraries to engage your residents Create your own content and libraries
- 65. ENGAGEMENT Post N’Leap: Autopost Use the ‘Autopost’ feature for automatic content to be posted
- 66. ENGAGEMENT Post N’Leap: Autopost Admin View Use the ‘Autopost Admin View’ to see which pages have the ‘Autopost’ feature activated.
- 67. MEASUREMENT
- 68. MEASUREMENT Reporting Measure Your Success FRSocialExpert customers receive access to an exclusive dashboard that showcases your social interactions activity coming from your Marketplace ad allowing you to track a unique guest card and phone call driven from Marketplace.
- 69. MEASUREMENT Reputation Management Reputation management is the ability of monitoring words, images, social mentions and communication activity related to the virtual presence of a brand with the intention of maximizing access to positive information and reviews and suppressing the effect of negative information and reviews. BOTTOM LINE Identifies opportunities to get more positive reviews/mentions to flush out negative.
- 70. MEASUREMENT Reputation Management: Automatic Feature Executive Report. An Executive Report, emailed weekly, breaks down how your business is faring in online conversations.
- 71. MEASUREMENT Reputation Management: Automatic Feature Executive Report. An Executive Report, emailed weekly, breaks down how your business is faring in online conversations. Visibility. Find out which search engines, local review sites, and Web directories have listings for your business, and which ones you're missing. Mentions. A mention is any place on the Web where your business appears. Social. Tracks the growth of your social media audience over time. It tracks your Facebook „Likes‟; your Twitter followers and your Foursquare checkins. Competition. The Share of Voice graph shows how prominently your business turns up in local search results compared to your competitors. Sentiment Trending & Analysis. This reputation product is clever enough to automatically figure out whether a story or comment about your business is positive , neutral or negative and show you how those sentiments are changing over time. Reviews. On one page you can browse all the reviews of your business from sites like Yelp, ApartmentRatings.com, Citysearch.com and more!
- 72. MEASUREMENT Reputation Management: Dashboard Dig deeper & take action through the dashboard
- 73. EDUCATION
- 74. EDUCATION Training & Live Support Educate Your Team • Stay ahead of your competition and learn up-to-date skills • Save time and money by using our live support from a social media specialist • Access our training portal 24/7 and listen to live or recorded webinars • Avoid compliance infractions and other pitfalls • Take advantage of our social media policy and guidelines
- 75. IGNITION POINTS
- 76. Ignition Points 1. Start your search for your social media ambassador. 2. Decide on the themes for your content, create a content calendar & make the promise to post. 3. Combine social media with traditional marketing & promotions. 4. Create a cohesive branded look for all social profile skins. 5. Create some videos & upload photos. 6. Promote events, specials & promotions on social media networks.
- 77. Follow Me
Notas do Editor
- Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
- FRSocialExpertempowers you to manage your social media through a suite of tools designed to manage your online reputation, enhance audience engagement, resident retention and drive LEADS™. The FRSocialExpertplatform emphasizes the four components of social media effectiveness; Growth, Engagement, Measurement and Education.
- Foursquare is a location-based social networking website for mobile devices, such as smartphones. Users "check in" at venues, keep up with friends, discover what's nearby, save money and unlock rewards.
- Craig
- Our FRSocialExpert customers receive priority placement in the search results across Oodle’s expansive network. Apartment shoppers have the ability to ‘Like’ the floor plan, fill out a guest card or ‘Share’ the floor plan to their social network. User-generated ads will also fall into the search results below our FRSocialExperts. A user-generated ad can be any property that is less than 50 units or not managed by a property management company.
- Once apartment shoppers have selected the floor plan of interest, they will be taken to the Details Page. If the advertiser is a FRSocialExpert customer (Premier or higher Internet package), the ad information will come from ForRent.com. The information will be fed and updated daily, including text fields like Name, Address, City, Descriptions, Bullet Points and Amenities, Pet Policy and Floor Plan information. Each floor plan on ForRent.com will have an individual ad on the Marketplace Network. This means a property with 10 floor plans will have 10 Details Pages. Photos will be sent in the order that they appear on ForRent.com. As an FRSocialExpert customer, we provide them with a link to their Facebook Business Page and a Facebook ‘Like’ button on their ad to help increase their Facebook fans. Additionally, our social media training portal provides them with resources to use onsite like door hangars and Faceboook signs to help promote their Facebook Page.
- The ad details page will contain additional details such as pet policy, amenities, features, price, etc. Apartment shoppers have the option to view ‘More Listings from This Seller.’ This will help drive more awareness and engagement with the other floor plans that your client’s apartment community offers. Apartment shoppers can fill out a guest card or call the property directly from the Marketplace ad. The Media Center showcases the apartment video, photos and floor plan image. They can also view Recommendations if the client has the Recommendations app installed and activated.
- The For Rent Media Solutions’ social team will set up a Facebook Business Page for your clients if they would like one and do not already have one to help take the workload off from their staff. They will upload photos from their Internet ad and apartment details.
- Then, the Social Team will install the Available Apartments app to their Facebook Business Page, which contains their floor plans. This allows apartment shoppers the capability to browse floor plans and make contact directly with the property from their Facebook Business Page.
- The Social Team will then install the Recommendations app, which encourages residents to recommend their apartment community on Facebook – creating positive word of mouse for the client.
- The Recommendation app is only available to FRSocialExpert customers. This App gives residents an easy way to give written recommendations about your client’s apartment community on their Facebook Business Page. It also allows existing residents to share news, information and referrals with their friends. This is a great application that helps the loyalty and goodwill of existing residents and to attracts new residents. Encourage your clients to educate their teams to ask their residents and prospects for positive recommendations. The app is:Easy for both residents and leasing managersHelps build credibility and reputationEncompasses a viral component, giving the apartment greater exposureAnd deepens the relationship between the communities and their residents while fostering loyalty
- Through an easy-to- use social media dashboard, FRSocialExpert lets our customers build and manage their community’s Facebook Business Page, provides a content library of pre-written content with the ability to schedule their posts with the Post N’ Leap feature, create Cover Photos, a Welcome app and a Sweepstakes app to increase their brand awareness, engagement, ‘Likes’ and showcase their community features and amenities.
- This is an example of a sample Cover Photo and Welcome app on a Facebook Page.
- This is an example of a sample Cover Photo and Welcome app on a Facebook Page.
- Our quick and easy-to-use Design feature arms clients with the design tools they need to look like a pro without needing graphic design skills or know HTML code. They can browse through the professionally-designed templates in the gallery; select the template of their choice; and customize the text, tag line, photos, colors and add video.They can save their templates to reuse and upload to their Facebook Business Page within minutes, all without having to leave the dashboard. If they need graphic support, no problem. We have a professional graphic design team that is ready to assist.
- Our easy-to-use edit tools lets the customer create semi-custom Cover Photos to increase brand awareness and engagement. They can make edits in real time and upload to their Facebook Page within minutes.
- Our easy-to-use edit tools let the customer create a semi-custom Welcome App. They can also customize the app to meet company brand guidelines. Edits can be made in real time and uploaded to their Facebook Page within minutes.
- Our customers can get their residents and fans excited by using our easy-to-use Sweepstakes app that installs right onto their Facebook Business Page. For Rent Media Solutions manages and financially provides the prize of an iPad 2. The Sweepstakes app allows them to build the number of people that ‘Like’ their business. Additionally, on the Social Media Training Portal we provide them with a flyer that they can print out to use to promote the Sweepstakes on site.
- The FRSocialExpert Social Media Management Dashboard makes connecting with residents and prospects now easier than ever whether they're regulars in our clients’ leasing office or a prospective renter taking a look at the lifestyle their community provides. The Social Media Management Dashboard is a simple-to-use mission control for everything social to make managing as easy as possible. Clients can use our ‘Quick Post’ feature to post content across multiple social networks and multiple accounts in one click or use our ‘Scheduling’ feature to schedule content posts in advance to save their staff time and energy.
- Clients can easily select pre-written professional content from libraries to engage their residents and prospects or create their own.
- Clients can use the ‘Autopost’ feature for automatic content to be posted daily to their page saving their staff time.
- Use the ‘Autopost Admin View’ to see which pages have the ‘Autopost’ feature activated.
- We provision our FRSocialExpert clients with a unique toll free number; provide call tracking, measure guest cards coming from the Oodle Marketplace Network including Marketplace on Facebook and track social interactions. Our LEADS Dashboard gives them 24/7 insight via detailed reports.
- Reputation management is about identifying what other people are saying or feeling about our customers. The bottom line is that it identifies opportunities to get more positive reviews and mentions to flush out negative.
- Measuring online presence is a breeze with our Reputation Management feature that includes an Executive Report, which is automatically emailed to the client weekly. This report breaks down how their apartment community is faring in online conversations including visibility, reviews, mentions, social and competition.
- Once clients click the ‘View Executive Report’,’ they will be taken to a more robust report on a URL. This report further breaks down their reputation. Visibility. Find out which search engines, local review sites, and Web directories have listings for your business, and which ones you're missing.Mentions. A mention is any place on the Web where your business appears.Social. Tracksthe growth of your social media audience over time. It tracks your Facebook ‘Likes’; your Twitter followers and your Foursquare checkins.Competition. The Share of Voice graph shows how prominently your business turns up in local search results compared to your competitors.Sentiment Trending & Analysis. This reputation product is clever enough to automatically figure out whether a story or comment about your business is positive , neutral or negative and show you how those sentiments are changing over time.Reviews. On one page you can browse all the reviews of your business from sites like Yelp, ApartmentRatings.com, Citysearch.com and more!
- If the client wants to dig deeper into the reputation insights, they can log into the Reputation Management Dashboard that can be accessed through the ForRent.com management console.
- Clients can maximize their efforts through webinars, training material, a social media learning portal and experts ready to support them and their team.