Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
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Transcript of Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
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Integrating Social MediaInto an Overall Marketing Plan
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/EricaCampbell
@EricaCampbell
Erica Campbell ByrumDirector of Social MediaForRent.com & Homes.com
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Brainstorm
DistributeCollaborate
AuditIdentify
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Identify Goals, Content Team & Audience 1
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Set Your Goals
1. Build trust and rapport with your audience
2. Attract new prospects to your marketing system
3. Explore prospect and resident pain
4. Provide solutions and overcome objections
5. Deepen loyalty with existing residents
6. Build your reputation with search engines
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Keep Your Strategy Simple
• Who is your audience?• What are you going to say (that is useful)?• Where will you say it? (channels, vehicles)• How often?
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Develop Personas – First Time Fran
• Socializing singles• Urban-dwellers• Hip• Cutting-edge culture• Exercise enthusiasts
KEY TRAITS• Financially-
sensible• Risk takers• Internet-savvy• Digitally-literate
FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford.
Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family.
With their fondness of social networks, the best way to engage this persona is with content that is promoted on social network
sites (Twitter & Facebook). Content focusing on budgeting and first time renters would have a more significant impact with this
persona.
ENGAGEMENT INSIGHT
• Relies heavily on SN sites• Risk takers• Internet-savvy• Progressive
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Determine what questions your personas have at each stage of the buying process.
Source: Leftbrain DGA
Buying Cycle•Interested Prospects•New Residents•Returning Residents•Current Residents •Former Residents
First Time Fran is concerned about having a limited budget.
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Establish Your Content Team
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Editor
Content Owners/SMEs
Creative/Writing
- Owner - Marketing VP - Marketing Mgr.
- Regional Mgr. - Property Mgr.
• Editing content• Assigning projects• Managing projects• Maintaining voice/style
• Approving and publishing content• Giving feedback to contributors• Facilitating team meetings
• Being creative• Creating content• Taking photos/making videos• Participating in brainstorming
- Internal - External
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Sample Workflow
multifamily-social-media.comSource: Divvy HQ
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Conduct an Audit & Identify the Gaps in your Content2
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Conduct an Audit & Map Content
Do you have budget-friendly content for First Time Fran?
Source: Leftbrain DGA
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Brainstorm Themes, Topics & Content Types3
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Themes, Topic & Alignment
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Content Themes: Beyond your business
Topics: Specific titles or content ideas
Content Types:
eBooks, events, white papers, emails, etc.
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Monthly/Quarterly Themes
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• Stay focused
• Better story ideas
• Engage with community
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Month View
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Layers of Written Content
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Data-driven articles, eBooks, white papers
Resident testimonials, case studies
Day-of-articles, resident events
How-to articles, checklists, infographics
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Selecting the Right Content
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Think about First Time Fran
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Determine Content Types
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• Video (Shot-form: Instagram & Vine, Long-form: YouTube• Images• Podcast• Email• Whitepapers• Articles/blog posts • eBooks• Facebook update, tweet, G+ post, pins • Pay-Per-Click ads
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Managing the Editorial Calendar4
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Determine Your Publishing Schedule
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• What are you going to publish?• How often are you going to publish?• Who will be responsible for researching, writing,
designing, approving, publishing, and sharing the content?
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Frequency Sample
• Social media updates = daily
• Website articles = 3 times per week
• eNewsletters = 2 times per month
• Video = 2 times per month
• PR/News releases = 1 time per month
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Create Your Editorial Calendar
• Designate one person to manage it• Simple is better and cleaner• Easily shared + edited• Accessible
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Create a Social Posting Calendar
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Promoting & Distributing Your Content5
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Distribution Channels
1. Organic Social Media
2. Syndication Partners
3. Local Publications
4. Newsletter/Email
5. Paid Social Media
6. Paid Distribution
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ILS
Bloggers
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POE
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Cross-Promote Socially
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Brainstorm
DistributeCollaborate
AuditIdentify
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/EricaCampbell
@EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
Erica Campbell ByrumDirector of Social MediaForRent.com & Homes.com