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

3.
1 in 7 humans1.6 BillionMonthly Active
Users
Connecting to Facebook daily
900 MillionMonthly Active Users
on Messenger
1 BillionMonthly Active Users
on WhatsApp
60 BillionMessages sent on
both Messenger and
WhatsApp every day
vs 20 B SMS
500 MillionMonthly Active Users
on Instagram
FACEBOOK IS NOT DEAD
Source: Facebook

4.
100 Million
500 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
1.6 Billion
320 Million

5.
IT/SEO
HR/
RECRUITING
CUSTOMER
RETENTION
MKTG/PR/
SALES
LEGAL
COMP
ANALYSIS
SOCIAL
MEDIA
6 TRADITIONAL BUSINESS FUNCTIONS
ENHANCED BY SOCIAL MEDIA

6.
2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

7.
1. Gain valuable customer insights
2. Improve your customer service
3. Increase brand awareness and loyalty
4. Run targeted ads with real-time results
5. Generate higher converting leads
6. Provide rich customer experiences
7. Increase website traffic and search raking
8. Find out what your competitors are doing
9. Share content faster and easier
10. Build relationships
SOCIAL MEDIA BENEFITS

8.
Sound Bite
Generation

9.
THE ROI OF SOCIAL MEDIA
IS THAT YOUR BUSINESS
WILL STILL EXIST IN 5 YEARS.
“
- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS

10.
SOCIAL MEDIA TRENDS
4

11.
1. REPUTATION MATTERS

12.
REPUTATION IS AN ASSET &
MUST BE MANAGED LIKE
OTHER ASSETS.

13.
92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

14.
A DIFFERENCE OF ONE STAR
IN THE AVERAGE RATING
CAN LEAD TO A 5% - 9%
DIFFERENCE IN REVENUES.
- HARVARD BUSINESS REVIEW
“ “

15.
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

16.
We check our phones
150 times
a day
Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report

17.
Source: Google
MICRO-MOMENTS

18.
1. ESTABLISH AN IDENTITY

19.
WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

20.
WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

21.
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.

22.
VIRTUAL DOORWAY IS ON THE WEB

23.
VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

24.
ONE OF THE BIGGEST ISSUES BUSINESSES FACE!
BEING FOUND

25.
GOOGLE REVIEWS

26.
GOOGLE “SNACK PACK” RESULTS
“SNACK PACK” STANDARD

27.
KNOWLEDGE GRAPH

28.
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:

29.
GOOGLE+1

30.
GOOGLE REVIEWS2

31.
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

32.
A SOCIAL MEDIA
PRESENCE
4

33.
OPTIMIZE
LISTINGS

34.
SEO-RICH DESCRIPTION, LINK,
PHONE NUMBER, & OFFICE HOURS

35.
PHOTO/TEXT
URL
SEO-RICH DESCRIPTION
CATCHY TITLE
ATTRIBUTION

36.
SEO-RICH
DESCRIPTION
& LINK
LINKS

37.
2. MANAGE REVIEWS

38.
SEARCH ON TOP REVIEW SITES

39.
SEARCH YOUR COMPETITOR’S
REVIEWS
THIS IS A GIFT!

40.
THE 3 TYPES OF
REVIEWS
2. NEGATIVE REVIEWS
3. HEALTHY, UNMANAGED REVIEWS
1. NO REVIEWS / NO RECENT REVIEWS

41.
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.

42.
ASK
FOR
REVIEWS
During the
Lease-Signing
Process
Renewal
Office
Visit
Work Order
/Call Back
Move
Out

43.
GOOGLE AD EXTENSION
THE BENEFIT TO REVIEWS IS YOU GET TO USE THEM
IN GOOGLE ADWORDS

44.
3. IMPROVE ENGAGEMENT

45.
CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

46.
2. CREATING YOUTILITY

47.
BEING A GREAT MARKETER
IS HARDER THAN EVER
Source: Jay Baer

48.
3 REASONS WHY…
Source: Jay Baer

49.
1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

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

51.
2. REAL-TIME REPUTATION
Source: Jay Baer

52.
Source: Jay Baer

53.
Source: Jay Baer

54.
74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

55.
3. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer

56.
YOU ARE COMPETING
AGAINST THE PEOPLE
WE ACTUALLY LOVE
Source: Jay Baer

57.
WHAT SHOULD
YOU DO NOW?
Source: Jay Baer

58.
STOP TRYING TO BE
AMAZING, AND START
BEING USEFUL
Source: Jay Baer

59.
in new leases!
$150,000

60.
THE DIFFERENCE
BETWEEN HELP AND HYPE
IS JUST TWO LETTERS,
BUT THEY MAKE ALL THE
DIFFERENCE.
- @JAYBAER

61.
YOUTILITY

62.
YOUTILITY
SO USEFUL, PEOPLE
WOULD PAY
“
”
IS MARKETING
YOU FOR IT.

63.
CREATE CONTENT
THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN

64.
#1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

65.
3. VISUAL CONTENT EXPLODES

66.
— @garyvee

67.
Not just for selfies & recipes!

68.
WHY IS VISUAL
CONTENT IMPORTANT?

69.
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

70.
40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

71.
POSTS WITH
ATTRACT 3X MORE
INBOUND LINKS THAN PLAIN TEXT POSTS.
Source: SEOmoz
VIDEOS

72.
VISUAL CONTENT IS
SOCIAL MEDIA-READY.
IT’S EASILY SHAREABLE AND
EASILY PALATABLE.
Source: Wishpond.com

73.
VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

74.
A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

75.
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

76.
CHECKLISTS & INFOGRAPHICS
24.3KSOCIAL ENGAGEMENTS
4,697UNIQUE VISITORS
6,502
PAGE VIEWS

77.
GET VERIFIED ON PINTEREST

78.
PINTEREST ANALYTICS
Track how many people are pinning from your
website, seeing your pins, and clicking your content.

79.
PIN WIDGET
Embed bigger pins on your site.

80.
PINTEREST PROMOTED PINS

81.
A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

82.
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

83.
HASHTAG

84.
RUN AN INSTAGRAM CONTEST

85.
INSTAGRAM TAKEOVERS

86.
INSTAGRAM
ADS

87.
•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

88.
•Posts with 80 characters
or less get 66% more
engagement
•Pair text with a powerful
image
LESS IS MORE

89.
RECIPES ~ PETS ~ DECOR

90.
INCLUDE HYPER-LOCAL CONTENT

91.
Prepare for especially busy days by scheduling your
Facebook updates in advance.
SCHEDULE YOUR POSTS

92.
INTEGRATE INSTAGRAM

93.
FACEBOOK ADS

94.
CASE STUDY
LEASES IN 1 DAY!
6

95.
CASE STUDY
LEASES!
2

96.
CASE STUDY

97.
140 CHARACTERS OR LESS

98.
Sources: Bain & Company
TWEETS THAT INCLUDE
RECEIVE 2X MORE
ENGAGEMENT THAN THOSE WITHOUT.
1-2 HASHTAGS

99.
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%

100.
INFOGRAPHICS

101.
Source: Adobe SiteCatalyst
WALKING
DEAD
ALIGN WITH A TV EVENT
3.1KSOCIAL ENGAGEMENTS
6,888UNIQUE VISITORS
10,296
PAGE VIEWS

102.
CANVA

103.
PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART
FREE & LOW-COST
EDITING &
DESIGN TOOLS

104.
Visual content should not sell your
apartment. It should sell an
experience around your product.

105.
LIVE VIDEO

106.
Primed by the constant avalanche of
livestreamed video, 2016 will see
consumers demand digital content that
is timely and immersive; lasting in
impact even if fleeting in duration
Ephemeral - Faster

107.
PEOPLE WANT TO SHARE
REAL MOMENTS, NOT
PERFECT MOMENTS.

108.
»The democratization of smartphone prices
»Mobile-fitting experiences
»Shift in social behavior: willingness to share
»Quick & easy access to the Internet
LIVE VIDEO TAKE-OFF,
WHY NOW?

109.
40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

110.
PERISCOPE

111.
• #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

112.
Casey Van Zant blah blah
LIVE

113.
FACEBOOK 360

114.
FACEBOOK 360

115.
Source: Raj Qsar
HYPERLAPSE

116.
BOOMERANG (GIF-LIKE APP)

117.
BOOMERANG (GIF-LIKE APP)

118.
INSTAGRAM STORIES

119.
4. EMPLOYEE & FAN ADVOCACY

120.
WHAT IS EMPLOYEE ADVOCACY?
Brands empowering employees to
support the goals of the brand through
employee-owned social media.
Employees use the social media
accounts that they own personally,
such as the employee’s personal
Twitter account of Facebook account.
“
”- Chris Boudreaux, Social Media Governance

121.
WHY IT’S IMPORTANT
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

122.
WHAT IS ONE OF THE
BIGGEST CHALLENGES
WE HAVE TODAY?

123.
CONTENT

124.
CONTENT
IS KING

125.
HOW DO WE SOLVE
THIS CHALLENGE?

126.
CONTESTS

127.
CONTESTS IS
KING

128.
WHY SHOULD ANYONE
CARE ABOUT
CONTESTS?

129.
CONTESTS CONTENT=

130.
CONTENT - A -THON
255
STATUS UPDATES
30+
BLOG TOPIC IDEAS

131.
The Power of Pinterest
2,202
PHOTOS
RUN A CONTEST
Crowdsource content from
employees and residents.

132.
DESUMMER
FUN

133.
1,600+
PHOTOS

134.
CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

135.
CROWDSOURCED ADS

136.
#ForRentLife

137.
WIN WIN

138.
YOURFANS
BECOME YOUR...
CONTENT CREATORS

139.
NEARLY 9,000PHOTOS,
200+VIDEOS, 900PINTEREST BOARDS
&THOUSANDSOF NEW CONTENT
CONTRIBUTORS TO OUR BLOG

140.
TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES
4. EMPLOYEE & FAN ADVOCACY

141.
TAKEAWAYS

142.
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

143.
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum