This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes. Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter. Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.

1. Foundations of a
Successful
Social Media Strategy
Erica Campbell
Director of Social Media
For Rent Media Solutions & Homes.com
@ericacampbell

2. Agenda
• Social Media Landscape
• Strategy
• Facebook
• Photo & Video Sharing
• Microblogging
• Google+
• Ignition Points

3. SOCIAL MEDIA
LANDSCAPE

4. 52 percent of a brand’s reputation can be
attributed to how social it is online, according
to global executives in a recent study.
Source: Weber Shandwick &
Forbes Insights 2011 Flickr: Creative Commons Mavis

5. On Average, Facebook
fans spend an extra
$72 on products & are
41% more likely to
recommend products
vs. non-fans.
Source: Knowledge Networks Flickr: Creative Commons Owenbrown

6. More than 955
million monthly
active users &
more than 543
million mobile
monthly active
users as of June
20, 2012.
Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com

7. The mobile PC category is
poised to soar from 347 million
units in 2012 to more than 809
million by 2017 Photo: agbeat.com, Source: NPD DisplaySearch

8. Social Media Is Becoming More Influential At Each
Phase Of The Connected World

9. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com

10. Consumers are Engaged in
Social Commerce on Facebook
Facebook Users in US
138 Million
Shared Product
35 Million (1 out of 4)
25%
Asked for Recommendation
19% 26 Million (1 out of 5)
16%
Driven to Purchase
22 Million (1 out of 6)
Source: Social Commerce IQ

12. Two Giant Sources of Traffic

13. Changing How
Consumers Consume Information

14. STRATEGY

15. Search Marketing Social Marketing
Find New Customers Market Through Your
(Active Seekers) Existing Customers
Drive Clicks & Leads Drive Retention & Referrals
Google DNA: Algorithmic Facebook DNA: Human
Time to Learn a New Game

16. Product Development Marketing Online Presence
• Lead Generation
• Feedback • Message Reach • Ratings & Reviews
• Early Warning • Brand Reputation • Communities
• New Product Ideation • Rich Media • Customer Stories
• Influence
Sales Customer Service HR/Legal
• Leads & Referrals • Listening • Recruitment
• Collaboration • Retention • Overall Counsel
• Thought Leadership • Outreach
A tool to be leveraged
across the fabric of the
company: different
functions, uses and values Get Organized

17. • Increase brand awareness, reach & retention
• Increase website traffic
• Humanize your voice
• Recruiting & hiring
• Provide thought leadership & credibility
• Effectively market promotions, specials & events
• Manage you reputation
• Improve search engine rankings
• Establish partnerships
• Build additional value
Define Objectives & Goals

18. Create a Center of Excellence
Photo: Mashable

19. • Passion
• Social media savvy
• Enthusiasm
• Good communicator &
writer
• Knowledge of brand touch
points
• Good technical skills with
computers and online
applications
• Willingness to take on the
time commitment required
Recruit Superfans

20. • What is your mission statement,
brand position or brand promise?
• What is your brand personality?
• What is your brand identity?
• What differentiates your brand?
• What is your company story?
• What do want your customer
experience to feel like?
• Identify types of content
Develop a Content Strategy &
Choose Your Social Identity

21. Paid, Earned & Owned Media

22. Develop a Content Calendar

23. “A social media policy should
not only protect the company,
but should also encourage
employee ownership.”
~Jeremiah Owyang
Establish Governance

24. Provide Great
Service
Learn from Proactively
Reviews & Seek Out
Comments Issues
Respond to
Find Negative
Negative
Reviews &
Reviews &
Comments
Comments
Reputation Management Cycle:
Have a Plan

25. • Create a SWOT analysis
• Monitor online feedback and
conversations via tools like
Google Alerts & For Rent’s
Reputation Management
Platform
• Respond to customer feedback
• Distribute customer feedback
internally
• Incorporate customer ideas into
process or product
improvements
• Reward customers whose ideas
you use Listen

26. Converting Negativity
into Opportunity

27. Develop Internal & External
Brand Ambassadors
Photo: eneverconsulting.com

28. Fuel growth & visibility
Spark & join conversations
Enlist community of fans
Establish authentic presence
How To Get Started

29. So let’s talk tools
(This is where I turn you all into geeks)

30. FACEBOOK

32. •Not the Same as a Website
• Be Human & Authentic
• For Your Residents
• For Prospects
• Get a Vanity URL
www.facebook.com/username
Polish Your Page

33. Capture Your Brand in
Your Cover Photo

34. Capture Your Brand in
Your Cover Photo

35. Use Bold Visuals

36. Use Bold Visuals

37. Showcase Your Fans

38. Brand the Apps

39. Use Milestones for
Storytelling

40. Use Milestones for
Storytelling

41. Create Photo Albums

42. • Recruit Residents
• On Your Website
• In Your Emails
•In Your Office
• Email Signatures
• Brochures/Print
• Door Hangers
Promote Your Page
http://developers.facebook.com/docs/plugins/

43. Fan Acquisition

44. „Like‟ Contest

45. Visually Compelling
Posts Win

46. Research suggests posting at 7am,
11am, 3pm, 5pm, and 11pm but
continue to test. Frequency is king but
don’t overwhelm your fans.
Timing of Posts
Timing of Posts
Source: Buddy Media 2011

47. Give Fans Exclusive Access

48. @ Tag Businesses
Partnership Marketing: Design
Concierge Services & Green Partners
Deliver Value

49. Status Update Giveaway
Phrase that Pays Caption Contest
Promotions & Sweepstakes

50. Fill-in-the-blank posts
generate about 90% more
engagement than the
average post.
Fill-In-The-Blank Posts
Source: Facebook

51. Posts that end with
a question have a
15% higher
engagement rate.
Questions
Source: Facebook

52. Posts including a photo
album, a picture or a video
generate about 180%,
120%, and 100% more
engagement than the
average post, respectively.
Emphasize on Visualization

53. “Pin” a post to the
top of the Page, so
that it is the first thing
users see upon arrival
for a 7-day period.
„Pin‟ a Post

54. Star Stories

55. Create an Event

56. Brands can feature a
promotion on their page,
allow users to claim it and
have the coupon sent
directly to the user’s email
or mobile device.
Share registration offers.
Offer Post

57. Capture Emails

58. Facebook Chat

59. Facebook Apps

60. PHOTO & VIDEO
SHARING

61. More than 10 million
monthly unique
visitors with more
than 20 million
users
68% of Pinterest
users are women, and
28.1% of users have
an average household
income of over
$100,000.
Pinterest Account
Source: Modea

63. Pin From Your Website &
Add Links in Description

64. Create an Event Board &
Video Library Board

65. Create a Hashtag

66. Engage With Others

67. Pinterest Facebook App

68. Host a Contest

69. Instagram Account

70. Instagram Facebook App

71. Instagram Contest

72. Flickr Account

73. Tumblr Account

74. Post Event Eblast

75. Create eBooks

76. YouTube Account

77. Video SEO

78. YouTube Playlists

79. YouTube Facebook App

80. MICROBLOGGING

81. Create a Twitter Profile &
Hashtag

82. Create & claim your
apartment & allow residents Location-Based
to “check-in”. Provide a Social Networks
rotating set of special offers.

83. Twitter Chats/ Live Q&A

84. Twitter Party

85. Contests, Incentives &
Provide Value

86. GOOGLE+

87. Create a Google+ Account

88. Google+ Hangout

89. Offer Exclusive Content

90. Distribute a Survey/Poll

91. IGNITION POINTS

92. Ignition Points
1. Start your search for your social media ambassador.
2. Decide on the themes for your content, create a content
calendar & make the promise to post.
3. Combine social media with traditional marketing &
promotions.
4. Create a cohesive branded look for all social profile skins.
5. Create some videos & upload photos.
6. Promote events, specials & promotions on social media
networks.
7. Select a unique hashtag.
8. Launch a contest.

93. Follow Me

94. Q&A