Social Media Strategy Tips for Apartment, Property Management and Multifamily Marketing Professionals

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Published on February 24, 2014

Author: CharityHisle

Source: slideshare.net

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Social Media Strategy Tips for Apartment, Property Management and Multifamily Marketing Professionals as delivered at the Greater Nashville Apartment Association Education Conference in February 2014 by Charity Zierten of Socially Engaged Marketing.

Socially Engaged Marketing, GNAA and vendor sponsors are not affiliated with nor endorse the following publicly available social networking tools and resources. Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Hashtaggin’ #GNAAeduConf & #NashAptAssoc • • Facebook: Overcoming Challenges Building a Social Media Marketing Strategy Next Session: Advanced Social Media Marketing Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All reserved. Copyright ©2014 Socially Engaged Marketing® All rights rights reserved. #gnaaeducconf

• 1-4% organic reach is the NEW “normal” • Facebook’s algorithm sorts 1,500 stories at any given moment in time • Average Facebook user “likes” 80 pages • “Important” news takes priority • Paper app prioritizes major news/media publishers Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” - Facebook Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

“We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.” - Facebook Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • Google+ Twitter Pinterest Instagram Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Not as “noisy” as Twitter and Facebook • Allows syndication across multiple social networks • Photos AND videos AND hashtags, oh my! *Tip: Use up to 3 hashtags in update, additional in comments. Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

: • Evaluate how competitors and local businesses utilize new networks • Cautiously engage on new networks • Quarterly social marketing training to address network changes and emerging social networks Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Leverage Social Networking Platforms to: • Connect with residents • Increase visibility of your community online • Improve resident retention and referrals • Share important news with residents • Challenge your competition Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Image Credit: socmedsean.com Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Benchmark data • Search terms/results • Analyze competition Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Search terms/results research • Evaluate current social network participation • Record and benchmark data Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • • Appearance SEO, Content, Keywords Voice/Tone Social Integration Call-To-Action Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • • • URL, username Appearance, branding, story Images, content and link quality, hashtags Consistent NAP (Name, Address, Phone) Keywords, descriptions, optimization Engagement, insights Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • Policies, procedures, training Capacity, employee participation Management, password database HR, Marketing, Customer Service Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Who are you talking to? • Demographics, age, education, location, inter ests • Profession, employers, employees, peers, net work • Does the audience discuss the brand, product or service? Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Grow email newsletter list by 25% in 2014. Increase web traffic 100% in 6 months. Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Before determining tools & tactics: • Primary/secondary social networks • Behavior and sentiment on social networks • Estimated reach Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Utilize consistent and cohesive branding/themes • Optimize everything! Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • • • Build trust, establish credibility Use real pictures of real people Establish industry partnerships Foster word of mouth Connect with influencers Sponsor events online and offline Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

: • Participate and advertise on networks that residents and prospects prefer • Share content consistent with the culture of the individual network • Focus on long-term relationship building • Monitor new networks for future opportunities to engage or advertise Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Email, direct mail, in-person • Voicemail, email signatures, packing slips, boxes, catalogs, website • Business cards, print items, clothing, promotional items • Employees, customers, friends, peers Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Where are you currently marketing? What are you currently marketing? Who are you currently marketing to? How are you currently marketing? Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • • SEO, Optimization of assets Social sharing buttons Share-worthy photos and videos Reciprocal linking to/from accounts Embed activity from social networks Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Calls-to-action • Share buttons & links • Content redistribution Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• • • • Collect resources for efficiency Pre-plan and pre-schedule Focus on goals/objectives Goal ideas include: • Reach • Engagement • Traffic Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Responsibilities • Pre-launch to-do’s • Launch to-do’s Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Quarterly calendar to: • Develop content • Implement seasonal campaigns • Review metrics • Adjust strategy Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

• Conversion is not the only goal, there are other measurable goals that can be used to determine ROI • Share the results of your progress with your team, focusing on goals Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

: • The right tools make finding and creating interesting (and relevant) content simple • “Write once, publish to many” distribution strategy • Tools make a difference: Content planning, draft and proof management, monitoring and responding to comments Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

: • Create a social company culture and include in talent acquisition • Recognize excellence and goal achievement • Encourage employee competitions based on engagement Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

: • Include social network management time within daily scheduled activities • Set expectations for quantity and location of updates • Create a repository of on-site team blog posts to generate ideas • Train professionals seeking advancement by sharing online resources Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

: • Evaluate online presence(s) of competitors and local businesses • Benchmark data before establishing goals • Objectives (SMART), Tools, Tactics • Integration and building an audience • Create content calendars and campaigns • Launch strategy • Measurement & reevaluate Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

Find this presentation:www.fb.com/SoEngaged Copyright ©2014 Socially Engaged Marketing® All rights reserved. #gnaaeducconf

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