Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Jamie Gorski, Senior Vice President, Corporate Marketing with The Bozzuto Group, and Erica Campbell Byrum, Director of Social Media for Homes.com and ForRent.com, as they examine the potential power of social media channels and share how to achieve successful marketing results with Internet marketing components.
This presentation was given at Landlord WEBCON on May 8, 2014 in Toronto, Canada.
9. Set Your Goals
1. Build trust and rapport with your audience
2. Attract new prospects to your marketing system
3. Explore prospect and resident pain
4. Provide solutions and overcome objections
5. Deepen loyalty with existing residents
6. Build your reputation with search engines
multifamily-social-media.com
10. Keep Your Strategy Simple
• Who is your audience?
• What are you going to say (that is useful)?
• Where will you say it? (channels, vehicles)
• When will you say it?
multifamily-social-media.com
11. Develop Buying Personas – First Time Fran
• Socializing singles
• Urban-dwellers
• Hip
• Cutting-edge culture
• Exercise enthusiasts
KEY TRAITS
• Financially-sensible
• Risk takers
• Internet-savvy
• Digitally-literate
• Relies heavily on social networks
FIRST TIME FRAN is getting her own place for the first time in her life. Having lived
with roommates and family her entire life, Fran doesn’t know where to begin on her
apartment search. Because she is working with a somewhat limited budget, she is
hoping to find an apartment that she can comfortably afford.
Due to her tight budget, Fran is using a lot of resources to collect as much
information as possible. She is performing searches on Google and also utilizing
Twitter and Facebook to gather advice and information from friends and family.
Content focusing on budgeting and first time renters would have a more significant impact with this persona.
ENGAGEMENT INSIGHT
12. Determine what questions and fears your
personas have at each stage of the buying
process.
Source: Leftbrain DGA
Buying Cycle
•Interested Prospects
•New Residents
•Returning Residents
•Current Residents
•Former Residents
First Time Fran is
concerned about having
a limited budget.
13. Establish Your Content Team
multifamily-social-media.com
Editor
Content Owners/SMEs
Creative/Writing
- Owner
- Marketing VP
- Marketing Mgr.
- Regional Mgr.
- Property Mgr.
• Editing content
• Assigning projects
• Managing projects
• Maintaining voice/style
• Approving and publishing content
• Giving feedback to contributors
• Facilitating team meetings
• Being creative
• Creating content
• Taking photos/making videos
• Participating in brainstorming
- Internal
- External
21. Themes, Topic & Alignment
multifamily-social-media.com
Content Themes:
Beyond your business
Topics:
Specific titles or content
ideas
Content Types:
eBooks, events, white
papers, emails, etc.
29. Determine Your Publishing Schedule
multifamily-social-media.com
• What are you going to publish?
• How often are you going to publish?
• Who will be responsible for researching, writing,
designing, approving, publishing, and sharing
the content?
30. Frequency Sample
• Social media updates = daily
• Website articles = 3 times per week
• eNewsletters = 2 times per month
• Video = 2 times per month
• PR/News releases = 1 time per month
multifamily-social-media.com
34. Distribution Channels
1. Organic Social Media
2. Syndication Partners
3. Local Publications
4. Newsletters/Email
5. Paid Social Media
6. Paid Distribution
multifamily-social-media.com
ILS
Bloggers