With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.

1. DEFINING 2016:
SOCIAL MEDIA & DIGITAL TRENDS
ERICA CAMPBELL BYRUM
Director of Social Media
Co-Author of Youtility for Real Estate
@EricaCampbell @AptsForRent

2. TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES
4. EMPLOYEE & FAN ADVOCACY

9. 100 Million
300 Million
300hours of
video
uploaded
every minute
6 Billionhours of video
watched
every month
Source: Digital Insights, February, 2016
NUMBER OF USERS
more than
ON YOUTUBE
1.49 Billion
320 Million

10. used Facebook to
interact with a brand.
liked a product
on Facebook.
used Facebook to
research products
at least once a week.
wrote an online
post about a
product.
wrote a product
review online.

11. IT
HR
CUSTOMER
RETENTION
MKTG &
SALES
SEO
COMP
ANALYSIS
SOCIAL
MEDIA
6 TRADITIONAL BUSINESS FUNCTIONS
ENHANCED BY SOCIAL MEDIA

12. 2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

13. THE ROI OF SOCIAL MEDIA
IS THAT YOUR BUSINESS
WILL STILL EXIST IN 5 YEARS.
“
- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS

14. SOCIAL MEDIA TRENDS
4

15. 1. REPUTATION MATTERS

16. REPUTATION IS AN ASSET &
MUST BE MANAGED LIKE
OTHER ASSETS.

17. 92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

18. A DIFFERENCE OF ONE STAR
IN THE AVERAGE RATING
CAN LEAD TO A 5% - 9%
DIFFERENCE IN REVENUES.
- HARVARD BUSINESS REVIEW
“ “

19. 40%
60%
25% 17% 17% 15%
75% 83% 83% 85%
2010 2011 2012 2013 2014
Before Entering a Store In-Store
BUYING DECISIONS ARE MADE
ONLINE!
Source: Nielson

20. We check our phones
150 times
a day
Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report

21. Source: Google
MICRO-MOMENTS

22. Source: Google

23. 1. ESTABLISH AN IDENTITY

24. WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

25. WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

26. FOUR PILLARS OF
LISTINGS REPUTATION WEBSITE SOCIAL
300+ places your
business can be
found online.
Consumers control
the conversation
online.
Your web
presence must be
optimized for
mobile.
No longer a “nice
to have.” It is now
a “must have.”
“THE VIRTUAL DOORWAY”
A BUSINESS’S VIRTUAL DOORWAY IS FAR MORE
IMPORTANT THAN THEIR ACTUAL DOORWAY.

27. VIRTUAL DOORWAY IS ON THE WEB

28. VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

29. ONE OF THE BIGGEST ISSUES BUSINESSES FACE!
BEING FOUND

30. GOOGLE REVIEWS

31. GOOGLE “SNACK PACK” RESULTS
“SNACK PACK” STANDARD

32. KNOWLEDGE GRAPH

33. GOOGLE+
CONSISTENT BUSINESS LISTING DATA
A SOCIAL MEDIA PRESENCE
GOOGLE REVIEWS
1
2
3
4
THE 4 THINGS EVERY
PROPERTY NEEDS TO
IMPACT LOCAL SEARCH:

34. GOOGLE+1

35. GOOGLE REVIEWS2

36. CONSISTENT BUSINESS LISTING DATA
ACROSS MORE THAN 300 SITES
3
THE BIG 4
Create and correct listings on the following:
DATA PROVIDERS
Syndicate local business listings to four major
data providers through Listing Distribution

37. A SOCIAL MEDIA
PRESENCE
4

38. OPTIMIZE
LISTINGS

40. PHOTO/TEXT
URL
SEO-RICH DESCRIPTION
CATCHY TITLE
ATTRIBUTION

41. SEO-RICH
DESCRIPTION
& LINK
LINKS

42. 2. MANAGE REVIEWS

43. SEARCH ON TOP REVIEW SITES

44. SEARCH YOUR COMPETITOR’S
REVIEWS
THIS IS A GIFT!

45. THE 3 TYPES OF
REVIEWS
2. NEGATIVE REVIEWS
3. HEALTHY, UNMANAGED REVIEWS
1. NO REVIEWS / NO RECENT REVIEWS

46. SAY YOU’RE SORRY!
I’m really sorry you had a negative experience at our
property. We really pride ourselves on providing good
customer service and an exceptional experience.
1

47. LEAVE SOME MARKETING
I’m really sorry you had a negative experience at our
property. We really pride ourselves on providing good
customer service and an exceptional experience.
1
2
This must be an isolated incident, as normally people
rave about our customer service - from the leasing agent
at our property. I am anxious to hear what happened to
see if we can rectify the situation.

48. GET THE CUSTOMER ON THE PHONE!
I’m really sorry you had a negative experience at our
property. We really pride ourselves in providing good
customer service and an exceptional experience.
This must be an isolated incident, as normally people rave
about our customer service - from the leasing agent at our
property. I am anxious to hear what happened to see if we
can rectify the situation.
I’d love for you to call me so we can work this out. My
name is Erica Byrum and I’m the property manager - please
give me a call at 555.666.777.
1
2
3

49. BEST PRACTICES FOR HANDLING
REVIEWS
RULE 1: Never write a response while angry.
RULE 2: Respond quickly and publicly.
RULE 3: Always assume the resident is right, even if you
know they’re not.
RULE 4: Show the steps you’ve taken to resolve the situation.
RULE 5: Take the conversation offline.

50. ASK
FOR
REVIEWS
During the
Lease-Signing
Process
Renewal
Office
Visit
Work Order
/Call Back
Move
Out

51. SHARE POSITIVE REVIEWS

52. GOOGLE AD EXTENSION
THE BENEFIT TO REVIEWS IS YOU GET TO USE THEM
IN GOOGLE ADWORDS

53. 3. IMPROVE ENGAGEMENT

54. CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

55. HAVING A SOCIAL MEDIA
CHANNEL YOU DON’T MONITOR
IS LIKE HAVING PHONE LINES AT
YOUR PROPERTY THAT ARE
NEVER ANSWERED.
1. CUSTOMER SERVICE

56. CONSUMERS DECLARE THEIR
INTENTIONS ON SOCIAL MEDIA
DAILY!
I need to find an
apartment in
Dallas!
I need help
moving!
I’m looking for a
roommate!
2. GENERATE LEADS

57. 3. BUILDING FANS
YOUTILITY & VISUAL CONTENT

58. 2. CREATING YOUTILITY

60. BEING A GREAT MARKETER
IS HARDER THAN EVER
Source: Jay Baer

61. 3 REASONS WHY…
Source: Jay Baer

62. 1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

63. Source: Jay Baer
0
37.5
75
112.5
150
DAILY TIME SPENT, IN MINUTES
147
Smartphone
108
Computer
113
TV
50
Tablet

64. 2. REAL-TIME REPUTATION
Source: Jay Baer

65. Source: Jay Baer

66. Source: Jay Baer

67. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

69. 3. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer

76. YOU ARE COMPETING
AGAINST THE PEOPLE
WE ACTUALLY LOVE
Source: Jay Baer

77. WHAT SHOULD YOU
DO NOW?
Source: Jay Baer

78. STOP TRYING TO BE
AMAZING, AND START
BEING USEFUL
Source: Jay Baer

81. in new leases!
$150,000

82. THE DIFFERENCE
BETWEEN HELP AND HYPE
IS JUST TWO LETTERS,
BUT THEY MAKE ALL THE
DIFFERENCE.
- @JAYBAER

83. YOUTILITY

84. YOUTILITY
SO USEFUL, PEOPLE
WOULD PAY
“
”
IS MARKETING
YOU FOR IT.

85. CREATE YOUTILITY THROUGHOUT
THE FUNNEL
Source: Jay Baer
— @JAYBAER

86. CREATE CONTENT
THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN

87. #1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

88. 3. VISUAL CONTENT EXPLODES

91. — @garyvee

94. Not just for selfies & recipes!

95. WHY IS VISUAL
CONTENT IMPORTANT?

96. 90%OF INFORMATION
TRANSMITTED TO THE BRAIN IS
VISUAL, AND VISUALS ARE
PROCESSED 60,000XFASTER IN
THE BRAIN THAN TEXT.
Sources: 3M Corporation and Zabisco

97. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

98. POSTS WITH
ATTRACT 3X MORE
INBOUND LINKS THAN PLAIN TEXT POSTS.
Source: SEOmoz
VIDEOS

99. VISUAL CONTENT IS
SOCIAL MEDIA-READY.
IT’S EASILY SHAREABLE AND
EASILY PALATABLE.
Source: Wishpond.com

100. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

101. A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

103. 1. Meet The Team
2. Floor Plans
3. Resident Events
4. Resident Reviews
5. Lifestyle Content
6. Local
7. Staging Models
8. Videos
9. Expert Advice
10.Marketing Ideas
10 PINTEREST IDEAS

104. CHECKLISTS & INFOGRAPHICS
24.3KSOCIAL ENGAGEMENTS
4,697UNIQUE VISITORS
6,502
PAGE VIEWS

105. GET VERIFIED ON PINTEREST

106. PINTEREST ANALYTICS
Track how many people are pinning from your
website, seeing your pins, and clicking your content.

107. PIN WIDGET
Embed bigger pins on your site.

108. PINTEREST PROMOTED PINS

109. A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

110. 1. Amenities
2. Specials
3. Resident Events
4. Lifestyle
5. Happy Residents
6. Company Culture
7. Behind The Scenes
8. Local
9. Sneak Peeks
10.Meet The Team
10 INSTAGRAM IDEAS

112. HASHTAG

113. RUN AN INSTAGRAM CONTEST

114. INSTAGRAM TAKEOVERS

115. INSTAGRAM
ADS

117. REACTIONS

118. •Questions are an easy
way to increase fan
engagement on
Facebook
•Types of questions:
Fill in the blank, yes/
no, either/or, “like/
comment if”
•Posts including action
words such as “Post,”
“Comment,” “Take,”
“Submit,” “Like” &
“Tell Us” prove to gain
more engagement
INCLUDE A CTA

119. •Posts with 80 characters
or less get 66% more
engagement
•Pair text with a powerful
image
LESS IS MORE

120. RECIPES ~ PETS ~ DECOR

121. INCLUDE HYPER-LOCAL CONTENT

122. Prepare for especially busy days by scheduling your
Facebook updates in advance.
SCHEDULE YOUR POSTS

123. RUN A FACEBOOK SWEEPSTAKES

124. INTEGRATE INSTAGRAM

125. FACEBOOK ADS

126. 140 CHARACTERS OR LESS

128. Sources: Bain & Company
TWEETS THAT INCLUDE
RECEIVE 2X MORE
ENGAGEMENT THAN THOSE WITHOUT.
1-2 HASHTAGS

129. Sources: Linchpin SEO
TWEETS WITH LINKS RECEIVE
RETWEET RATES THAN TWEETS WITHOUT LINKS AND
86% HIGHER
OF USERS’ ENGAGEMENT WITH BRAND’S TWEETS ARE LINK CLICKS.
92%

130. INFOGRAPHICS

133. Source: Adobe SiteCatalyst
WALKING
DEAD
ALIGN WITH A TV EVENT
3.1KSOCIAL ENGAGEMENTS
6,888UNIQUE VISITORS
10,296
PAGE VIEWS

134. CANVA

135. PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART
FREE & LOW-COST
EDITING &
DESIGN TOOLS

136. LIVE STREAMING &
MICRO VIDEO

137. 40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

138. PERISCOPE

139. • #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

140. Casey Van Zant blah blah
LIVE

141. Source: Raj Qsar
HYPERLAPSE

142. GOPRO & FACETIME TOURS

143. 4. EMPLOYEE & FAN ADVOCACY

144. WHAT IS ONE OF THE
BIGGEST CHALLENGES
WE HAVE TODAY?

145. CONTENT

146. CONTENT
IS KING

147. HOW DO WE SOLVE
THIS CHALLENGE?

148. CONTESTS

149. CONTESTS IS
KING

150. WHY SHOULD ANYONE
CARE ABOUT
CONTESTS?
?

151. CONTESTS CONTENT=

152. EMPLOYEE ACTIVATION
Your employees have a vested
interest in your company’s success.
They will be your most committed
and enthusiastic ambassadors.
Providing them the opportunity and
support to be visible spokespeople
on behalf of your brand drives
employee engagement, inspires
collaboration and improves customer
experiences.
“
”- Susan Emerick, IBM

153. CONTENT - A -THON
255
STATUS UPDATES
30+
BLOG TOPIC IDEAS

155. The Power of Pinterest
2,202
PHOTOS
RUN A CONTEST
Crowdsource content from
employees and residents.

156. DESUMMER
FUN

157. CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

158. CROWDSOURCED ADS

159. #ForRentLife

161. WIN WIN

162. YOURFANS
BECOME YOUR...
CONTENT CREATORS

163. NEARLY 7,000PHOTOS,
200+VIDEOS, 900PINTEREST BOARDS
&THOUSANDSOF NEW CONTENT
CONTRIBUTORS TO OUR BLOG

164. TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES
4. EMPLOYEE & FAN ADVOCACY

165. TAKEAWAYS

166. TAKEAWAYS
Reputation is an asset and must
be managed like other assets.
We are all now media
companies and need to think
like journalists.
We need to dedicate resources
to creating visuals, micro-videos
and collecting stories.
The only constant is change.
1
2
3
4

167. FRSOCIAL CONCIERGE
PASSIONATE PEOPLE
INNOVATIVE SOLUTIONS
QUALITY RESULTS

169. IMPROVE LISTING
CONSISTENCY ACROSS
MORE THAN 300 SITES
DATA PROVIDERS
Syndicate local business listings to four major
data providers through Listing Distribution
THE BIG 4
Create and correct listings on the following:

170. COMMUNITY REVIEWS MATTER
76% of consumers
trust ratings and
reviews.
REVIEW GENERATION IN-AD REVIEWS REVIEW MANAGEMENT
We can help you collect, promote, and respond to positive and negative reviews.
76%
Communities with In-Ad
Reviews Command 20% more
leads than those without!20%

171. HANDS-OFF SOCIAL MEDIA SOLUTION
Our team of experts will create, post to, and manage your Facebook, Twitter,
Google+ and Pinterest social media, in addition to responding to comments.

172. SOCIAL CHANNEL DESIGN
GOOGLE+FACEBOOK TWITTER
PINTEREST

173. EXCLUSIVE DISTRIBUTION NETWORK
As an FRSocial customer, you will receive additional distribution to the social
advertising network. Plus, we’ll manage Facebook Ads on your behalf!

174. FACEBOOK AD EXAMPLES

175. WE’RE HERE TO HELP
Our dedicated multifamily experts are here to walk you through the
process of getting setup, and are always available to chat!

176. CONCIERGE SUMMARY
• Available to advertisers and non-advertisers.
• Geared specifically to the multifamily audience.
• We save you time. We will find and correct listings, respond to
reviews/comments and post regularly to all your social media
channels so you can focus on what’s most important – running
your business.
• Measure your efforts with analytics.
• We are an extension of your social media team.
• Perfect for small, medium and large-sized businesses (with or
without social media teams) that need to manage, engage, and
measure social media.

178. @EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum