Multifamily Social Media Summit

Filling The Funnel with Social Media

2017 Multifamily Social Media Summit

Who is HubSpot?

A Global Movement - INBOUND!

- HQ in Cambridge, MA

- HubSpot offers a full stack of products for- Marketing - Sales- Customer relationship management

- 21,000 customers in 90 countries

- 2.3 Million Social Followers

- 19k+ Annual Registered INBOUND Attendees

- 54k HubSpot Academy Certifications

Who am I?

Dylan Sellberg

- Implementation Specialist at HubSpot

- Started first business at age 11

- Managed multi-million dollar marketing campaigns

- Consults 30+ marketers each week on marketing and sales best practices

- Can spot marketing opportunities a mile away

- Favorite Social platform is Twitter @DylSell

- Lean Six Sigma Green Belt

2017 Multi-Family Social Media Summit

Diving In

Multifamily Social Media Summit

Acting on what mattersLooking up to drive awareness

Soapbox5 concrete takeaways and an ASK

Industry Leaders Imitation is the finest form of flattery

Social Media in 2020Snapchat, Instagram, Drizly, Oculus, Houseparty

Filling the funnel with Social Media

My goal is to BRING YOU VALUE

Use #multifamilySMS2017 and I’ll respond to any questions

from the Tweet Thread in REAL TIME

Q+ALet’s go DEEP here

Measuring what mattersWhat metrics are important to you

Filling your marketing funnel

LEAD

CUSTOMER

Success comes from

the top

Multifamily Social Media Summit

2 Pillars to Filling The Funnel at all stages

Act First, Win FirstValue Depth

To Earn Breadth

Pillar #1 Value Depth To Earn Breadth

Acting on What Matters

Acting on what matters

Metrics That Matter

● Consumption Metrics○ Views ○ Downloads○ Listens

● Sharing Metrics○ How resonant is your content?

● Lead-Gen Metrics○ How often does your content result in a lead?

● Sales Metrics○ The bottomline

Vanity Metrics

- Likes - Clicks - Fans -Followers

Consumption Metrics

Sharing Metrics

Lead-Gen Metrics

Sales Metrics


Consumption Metrics

Sharing Metrics

Lead-Gen Metrics

Sales Metrics

Each metric flows into the next. Down the funnel.

In order to drive results downward, there needs to be a consistent flow of contacts.

Therefore, if something is wrong - LOOK UP!

What is there to act on?


Engagers

Customers

Everybody else

A Typical Audience Map


“Commenters” LIVE WITH YOUR COMMENTERS

“Sharers”REWARD YOUR

SHARERS

“Likers”IGNORE THEM

How do you act?


“Commenters” LIVE WITH YOUR COMMENTERS

Ways to “live with your commenters”?

1. Comment back!

2. Like their pages!

3. Offer custom product suggestions!


Ways to “reward your sharers”?

1. Exclusive content

2. Promotional value

3. Share their content

4. Introduce complementary products (that aren’t yours)

“Sharers”REWARD YOUR

SHARERS


Algorithms.

You’re a contractor for Facebook, Twitter, etc. Create experiences that make their

users happy…be rewarded with…

more users.

How does that increase reach?


Respect audiences who matter…

GOOD THINGS HAPPEN!

The end goal is action, not eyeballs

Pillar #2 Act First, Win First

Every platform has value but a first mover on any platform has an absolute advantage

First, a look at the current landscape(two trends)

Trend #1 - Use in adults is strong + steady

Ignore the idea that Facebook dominates. That can change at any minute.

Focus on the raw % of online adults who use social media

Trend #2 - Attention is shifting OFF other platforms

Look at time watching TV from 18-49.

Television attention is through the floor

Social Media in 2020

My predictions*

Social Media will become a lifestyle.

Do you know what these girls are wearing?Do you own a pair? The will represent the entire landscape



Taking risks on creative wearables will drive

novelty attention

Everything will be connected

Every piece of your home will be connected, down to your potting soil!


Equipping your properties with smart supplies will be at the

forefront of every conversation


Bots will help you day-to-day

Bots will penetrate every arena and become a necessity to remain responsive.


Creating a bot that can solve customer

problems will give your brand notoriety (Flowxo.com)


Platforms will break boundaries

Facebook will show ads in the middle of its videos and sharing the money with publishers. AKA Television.


Shifting your ad spend to this new “television” will get your product to the

masses


It will even be life.

VR will be the new brochure. The new building tour. And yes, you can create your own VR experiences.


Create remarkable experiences and you’ll be all anyone can talk about.


Easier said than done right... So, who can you emulate?

Industry Mavericks

The firm is using Spectacles to show candidates what life at Citi might look like.


Citi

They collected 14 pairs at well over $130 each and are in very high demand. It took two members of Citi's social media team, plus one member's parents, to collect the 14 pairs.


Citi

VR is helping the real estate developer sell properties faster because people can get inside a home as well as its grounds without visiting in person.


Panoptic Group

Ascape virtual reality app is a great example of VR for the travel industry. Developed by Yalantis, Ascape lets viewers go on virtual reality tours of some of the biggest cities around the world.


Ascape App

1. Invest in technology a. Getting on board takes time, money, and dedication. Brands that

do (sooner than later) see huge rewards2. Understand it is a way of life

a. Approach social media as if it is a cornerstone of every potential customer's life

3. Take calculated risksa. There are a dozen ways to get involved with VR. Outsource and

white label content, buy the equipment, hire a vendor!


How can you be on the forefront of Social Media 2020?

SoapBox

Engage with every single human who engages with you on social media.

Invest in building your own VR experience or your own ChatBot

Hire a full-time social media employee w/ an advanced degree in marketing or computer engineering. (Not an intern)

Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018

Run tech promotions instead of dated cash promotions.Ex; Free echo + $500 prime credit with your apartment

My Ask.

Please, do not take the space lightly. Social Media is marketing. More than Facebook, Twitter, and Instagram. Being here is one step. Be a practitioner, do the work, get rewarded.

Q+APlease, no softballs

No time? [email protected]

Multifamily Social Media Summit

Marketing

Transcript of Multifamily Social Media Summit