gfi workshop
TRANSCRIPT
Ansley SudderthSocial Media Training &
Communications Coordinator
• Social Management• Social Listening• Social Education• Visual Social Media
Agenda
PRODUCT OVERVIEW
PRODUCT OVERVIEWFRSocialExpert
Manage your social media through a suite of tools designed to enhance audience engagement, reputation management, resident retention and drive LEADS™.
Management
Features• Facebook Business Page set up • Branded Cover Photo• Branded Welcome Page
Client Benefits• Allows for more time to lease while increasing NOI• Reduces the cost of creating and deploying graphics• Provides customizable templates with flexible design
options • Improves awareness, brand positioning and competitive
edge • Keeps clients relevant to today’s consumer
Renter Benefits• Improves first impression and provides property details
Set Up And Branding
Features• Available Apartments App. Provides online
availability right from the client’s Facebook Page
Client Benefits• Increases brand awareness while quickly
connecting with prospects through an innovative, efficient and enjoyable search experience
• Saves money by eliminating engineering time or expensive 3rd party providers
• Saves time by updating ad information across multiple platforms via one console
• Creates an opportunity for traffic generation and LEADS™
Renter Benefits• Connects renters with the property in a preferred
environment • Receives current and accurate property
information
Engaging Apps
Available Apartments App
Available Apartments App
Features• Sweepstakes App. Managed and financed by
For Rent
Client Benefits• Increases Facebook ‘Likes’ and interaction• Saves money from eliminating expensive 3rd party
providers (i.e. Fetch Fans) • Saves money on the giveaway • Saves time on campaign development, creative
and legal • Rewards fans while building a community of
brand advocates
Renter Benefits• Provides a chance at winning an iPad
Engaging Apps
Features• Content libraries• One-click publishing or content scheduling • Automatic posting
Client Benefits• Saves time and reduces expenses with easy to
use dashboard • Streamlines internal management and allows
for ownership and management to keep brand consistency
• Consolidates publishing activities for Facebook and Twitter into one convenient, integrated dashboard
• Strengthens reputation and grows visibility with relevant and timely communication
Renter Benefits• Engages renter with compelling and timely
content
Content and Posting
Features• Automatic email reporting • Monitor online visibility • Respond to reviews proactively• Track online mentions and relevant conversations• Competitive monitoring to understand share of
voice
Client Benefits• Monitors local listings, social profiles and reviews
across multiple platforms• Saves time with one dashboard and Inbox alerts• Increases SEO while ensuring brand consistency• Alerts sent directly to inbox • Increases digital footprint and lead potential • Protects brand identity • Provides a competitive edge
Renter Benefits• Finding a company that cares about their residents
Features• Positive reviews of the property displayed on ForRent.com and
Available Apartments App from the most credible resources on the Web
• Automatically filters out negative reviews, ensuring they do not display on ForRent.com
• Full control over what Apartment Seekers see on the ad
Client Benefits• Only available to FRSocialExpert and FRReputation customers• Boosts apartment seekers’ confidence in the property • Manages individual reviews easily from the Mgt Console• Increases SEO, lead potential and buying decisions• Deters prospects from visiting un-filtered review sites
Renter Benefits• Creates a positive experience for the renter while providing
quality reviews and apartment information all in one place
ForRent.com Search Results
ForRent.com Management Console
Education Stats
Education
Features• Training calendar with access to webinars• Monthly newsletters with helpful tips, tricks and
trends• Social Media policy, terms and definitions, best
practices, how-to’s, video tutorials and more
Client Benefits• Saves time, reduces expenses and maximizes
productivity• Prevents a social media crisis• Provides direction on social media strategy• Enhances company culture through better
communication• Offers current trends and useful documents
Renter Benefits• Improves experience and brand impression
Social Media Training Portal
Features• Access to experts• Advice on strategy, platforms, policies and more• Extensive on-boarding services
Client Benefits• Saves time, reduces expenses and maximizes productivity• Empowers the community with the expertise and support to keep pace with the power of
social• Provides support for social media fair housing guidelines and best practices
Live Support
Visual Social Media
...
Crowdsourcing
Branded Photos
Infographics
eBooks/Guides
Crowd·sourc·ing \ˈkrau̇d-̩ sȯr-siŋ\
Getting a crowd of people to help you with a task that used to take one person.
Nearly 1,000 photos submitted
Mix It Up!
Lead Generation
Traffic
Link Referral
SEO
Social Sharing
The Power of Pinterest
The Power of Pinterest
Terms to Know
Pin
Pinboard
Pinning
Repin
“Pin It” Button
Pinner
@aptsforrent
@ansleyjolen
Categories & Board Names
1. Home (17.2%)2. Arts and Crafts (12.4%)3. Style/Fashion (11.7%)4. Food (10.5%)5. Inspiration/Education (9.0%)6. Holidays/Seasonal (3.9%)7. Humor (2.1%)8. Products (2.1%)9. Travel (1.9%)10. Kids (1.8%)
Source: RJ Metrics
Top 10 Categories on Pinterest 1. For the Home (3.15%)2. My Style (1.97%)3. Products I Love (1.86%)4. Books Worth Reading (1.68%)5. Food (1.23%)6. Favorite Places & Spaces (1.00%)7. Recipes (0.75%)8. Craft Ideas (0.74%)9. Christmas (0.72%)10. Crafts (0.65%)
10 Most Popular Board Names
New Features and Updates
New Layout
- Images display much larger now
- New width is 735 pixels wide (formerly 600)
Image Size
- Categories are now located on the far left next to the Search box
Categories Dropdown
- New red ‘Pint it’ button in the upper left of each pin
- Ability to comment AFTER
opening/clicking the pin
- No longer leave comments on the home or category pages
Buttons
- Option to go to the direct source
- Bar of related pins
Website and Related Pins
Settings Page: Basic Information
Settings Page: Email Notifications
Settings Page: Social Networks
Ten Board Ideas
1. Introduce Your Team
2. Showcase Your Listings
3. Resident Testimonials
4. Lifestyle Content• Seasonal Boards• Apartment Décor
– Small Spaces– Closets– Organization
• Recipes• Hobbies
– Fashion/Style– Sports
• Crafts/DIY Projects
• Cities• Neighborhoods• Dining Guide• Shopping• Nightlife• Transportation• Events• Entertainment• Schools• Local Businesses • Beauty/Spas
5. Local
6. Include Video
7. Apartment Staging Ideas
8. Moving Tips
9. Marketing & Leasing Ideas
10. Resident Event Ideas
Image Optimization Best Practices
Source: RJ Metrics 2012
Timing of Pins
Source: Pinerly Study
Include a Description, Link & Call-To-Action
‘Pin It’ Button & Bookmarklet
Add Pricing & Hashtags
Curate Content: Run a Contest
User Insight & Competitive Intel
Pinterest for Business
- Track your pinning activity
- Learn what pinners like
Pinterest Resources• PinAlerts: Receive email notifications whenever
someone pins something from your website. • Pinerly: Suite of tools to post and measure. Suggests content you
should pin. • Curalate: Finds and consolidates comments and conversations.
Tracks trends, aids discovery of fans and advocates. • Pinfluence: Measure your popularity on Pinterest and value of each
pin. • Repinly: Find the most popular pinners, boards and pins on
Pinterest.• PinReach: Understand engagement (repins, followers, pins, likes,
comments, trends)• Pinpuff: Find out what your influence and popularity is on Pinterest.
Stories about locations told through compelling and beautiful
photographs
Instagram Stats
• 90 million Monthly Active Users• 40 million Photos Per Day• 8500 Likes Per Second• 1000 Comments Per Second
How It Works
• Snap a photo with your mobile phone• Choose from 20 different filters to transform the image• Tag the photo with a foursquare location• Include a message & use hashtags• ‘Like’ & comment on posts from other users• Search the site & app to discover content
Photo: http://louisville.styleblueprint.com
Filter Options
Search Users & Hashtags• #love• #instagood• #me• #cute• #tbt• #photooftheday• #intsamood• #beautiful• #picoftheday• #girl• #igers• #instadaily• #iphonesia• #follow• #happy• #tweegram
• #summer• #instagramhub• #bestoftheday• #iphoneonly• #igdaily• #fashion• #nofilter• #food• #sunset• #sky• #fun• #instamood• #instagramers• #lol
Source: http://web.stagram.com/hot
Engage With Users
What Can Brands Do?
• Curate content ranging from loosely brand-related to product-specific
• Engage with users to build trust and an online community
• Drive traffic back to your website and social channels
• Run contests and provide giveaways• Humanize the brand image
Set Up Your Profile
• Select your username • Include your logo• Craft a description• Provide a website URL• Follow other users• Recruit residents &
staff to follow the brand
Instagram Facebook App
Brands to Follow for Inspiration• Red Bull• Nike• Michael Kors• HGTV• Pottery Barn• Tory Burch• Nordstrom• Ann Taylor• Tiffany & Co.• Sharpie• Patagonia
• Gucci• Mashable• Starbucks• MTV• Puma• American Express• W Hotels• ESPN• ADIDAS • Burberry• Levi’s
All icons are signature “Facebook blue”
Streamlined
Uniform look
New Icons
The news feed is one of the most important things we've built.
…the most personalized newspaper.
…the stories around you deserve to be displayed with more than just text.
How we're all sharing is changing and the news feed needs to evolve with those changes. This is the evolving face of news feed.
News Feed
News Feed
News Feed
News Feed: Present Day
News Feed: Multiple Streams
News Feed: Multiple Streams
News Stream
Music Stream
News Feed: Multiple Streams
Mobile
Mobile
• Redesigned sections• Cleaner layout
Timeline
About
Friends
Photos
Status Updates
Timeline
Timeline for Brands
Events
facebook.com/about/newsfeed
Graph Search
Source: Hubspot
Use Creative Cover Photos
Use Milestones for Storytelling
Create Photo Albums
Memes
Branded Quotes
Event Teasers
Create a Sense of Nostalgia
Encourage Interaction
Fill-In-The-Blank Posts
Fill-in-the-blank posts generate about 90% more engagement than the average post.
Ask Questions
Posts that endwith a question have a 15% higher engagement rate.
Why Do Consumers Love Video?
Why Do Consumers Love Video?
Captures and keeps attention
Virality/Sharing Factor: High
Humanizes brands
Plays on emotions
Fresh, real time and relevant
Works on any schedule
Video Stats
Video Consumption
The Impact of Vine
- Quick walkthrough of a floor plan
- Shots of popular landmarks around your community
- Six second testimonials
Vine
Video Tactics
Be Practical!
Be Promotional! • Starting May 20th,
share your Vine video for a chance to win $200!
• Use hashtag: #MovingMoments
Be Informational!
Q&A