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Semelhante a Apartment Hunting: “The Social Experience”, Chris Vaughn, Apartment Finder, DigitalSherpa
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Apartment Hunting: “The Social Experience”, Chris Vaughn, Apartment Finder, DigitalSherpa
- 2. Chris Vaughn Director of Marketing DigitalSherpa
- 3. APARTMENT HUNTING ON THE SOCIAL WEB: THINKING ABOUT THE SOCIAL CUSTOMER FIRST #multifamilysms2014
- 6. STEP ONE
- 7. STEP TWO
- 8. STEP THREE
- 10. THE REACH OF THE ILS
- 13. HE EVOLUTION OF SOCIAL REACH THE SOCIAL MEDIA CUSTOMER
- 14. STEP ONE
- 15. STEP TWO
- 17. THE SOCIAL APARTMENT HUNTING EXPERIENCE
- 19. Stacks Case Study Annual Loft + Artist tour open to public Cabbage Town Atlanta Connects with community psychographics Historic building/historic part of town Art show/artist & creative Atlanta colony $5 entry Engages residents and local community
- 22. Content puts Stacks at center of community Atlanta Artists Residents Surrounding community markets Stacks Design/Art Bloggers Stacks Local Restaurant Local Retailers RE Agents Stacks leverages community social graph Stacks benefits in Google search
- 23. USING WEB CONTENT Consumers want to be _____ before making buying decisions: Interrupted? Solicited? Assisted and Educated!
- 24. HOW DOES WEB CONTENT FACTOR IN FOR THE SOCIAL MEDIA CUSTOMER?
- 25. #1- Create Meaningful Content Create educational content for your target audience and buyer profiles on your company website or blog
- 27. #2: Using CTA’s Share that meaningful content on your social networks with engaging calls-to-action
- 29. #3- Conversion Lead your website or blog visitors to your “bottom of the funnel” conversion events (where they become business leads. That’s still the end goal, right?)
- 31. SHARE CONTENT OF OTHERS Think “customer first”. If you come across content on the Web that you think benefits your consumer base, share away! Added benefits of sharing the content of others include: Relationships with other businesses and brand ambassadors whose content you share Other businesses will be more likely to follow your account and share your content
- 34. GEO-TARGETED CONTENT Create content geotargeted to your key markets that will help apartment hunters in that market Find apartment hunters in markets asking questions or seeking help in the markets you’ve targeted Create conversion opportunities by send blog or website readers to that market’s listing page from within your geo-targeted content
- 38. OPPORTUNITY Over 100,000 people seek help or express frustration with apartment hunting on social media networks a month 4 of 5 consumer inquiries on social networks go unanswered (As of October 2013) This is more pronounced in Real Estate, where only 15% of consumer inquiries are answered, with an average response time of 13 hours* *Statistics courtesy of Sprout Social
- 39. OPPORTUNITY
- 40. OPPORTUNITY
- 43. ENGAGEMENT TIPS DO ask leading and help-oriented questions like “How can we help” or “What city are you looking for an apartment in?” DON’T spam with a link immediately. Social consumers are SMART and will tune you out DO show personality and have fun. Social consumers like to know they are dealing with real people
- 45. ENGAGEMENT TIPS DO have resources for the consumer ready quickly when they engage. Social users have short attention spans DON’T reply without a link to content or a listing. This conversation is now in a selling stage DO ask a follow-up question with the link you provide such as “What are your requirements for the perfect apartment?”
- 48. ENGAGEMENT TIPS DO follow up with the consumer after an appropriate amount of time to close the service loop DON’T keep sending them messages until they reply. DO use success stories like this as case studies to show consumers how much easier your brand can make the process of apartment hunting
- 50. PUTTING IT ALL TOGETHER • How to feel good about all this work? • What Can Be Immediately Measured? • What Can’t Be?
Notas do Editor
- Wallpaper slide
- Self introduction. Why I’m excited to be here and what I’ve learned so far.
- Explain history of traditional apartment hunting then the shift to website apartment hunting. Talk about paradigm shift to using social networks to search for apartments
- How has reach played in to the history of marketing? How has it been realized in the multi-family space?
- Reach as it was known pre-internet
- Client has a good experience with a brand and becomes a customer
- They pick up the phone, or a couple of tin cans, to express their satisfaction with the brand.
- When the friend or contact has need for the product, they remember the referral and do business with that brand.
- The exponential growth of the traditional customer referral
- Reach as it’s known to companies who list apartment communities for consumers and rely on listings and reviews/ratings
- ILS pages are seen through paid traffic acquisition or organic search
- User generated content – reviews and ratings
- What comes next naturally?
- Prospect becomes customer after satisfying experience with brand online
- They go online to share their positive customer experience
- Going beyond the review or the rating. Creating a social reach through the building of relationships on social
- How do social customers search for apartments online?
- Talk about the factor content and how to make any experience “customer first”, the brand had to support with great content
- A traditional twist on content marketing
- The role of Web content for the social customer. DO’s and DON’Ts
- Filler slide
- Use Your Own Web Content To Provide Assistance and Build Authority
- Link clicked through
- Share on social example
- To really educate and assist consumers, don’t be self-serving. Share great content of others
- Re-tweest examples
- Re-tweest examples
- Geospecific content is the most important type of content in our space. Get to know your consumers and your markets
- Example
- Example
- What is the opportunity for finding new business on the social Web? How do you connect with social customers?
- There’s a huge opportunity margin
- All sorts of tools help you listen and monitor the social Web
- All sorts of tools help you listen and monitor the social Web
- You’ve recognized reach and opportunity factors and you have great content to support your activity. What now?
- Filler slide
- DO’s and DON’Ts of engaging with social customers
- Filler slide
- DO’s and DON’Ts of engaging with social customers
- Filler slide
- Filler slide
- DO’s and DON’Ts of engaging with social customers
- Focus on the ease and quickness of how great social media engagement can close business. Empathize with the collective struggle the room has been through or the hours put in to conversations just to have results like that which happened in a matter of minutes.
- How to feel good about all this work?What Can Be Immediately Measured?What Can’t Be?