Vivek Sodera, Co-Founder of Rapleaf discusses the new business of social media profiling and making social media connections actionable for marketers. Presented to the 2010 Apartment Internet Marketing Conference in Huntington Beach, CA. aimconf.com
17. Rapleaf | About Rapleaf Universe Who – demographics Where – footprint online What – affinities, interests With Whom – friend connections Rapleaf Process vivek@rapleaf.com / @vsodera 4 4
20. Social Media Trends Trends -Facebook is new webpage -Socialized commerce -FB Connect massive ad network (100MM) -Content distribution timescale: Past (Asynchronous) Present (Realtime) Future (Intent) Blog/Reviews Twitter/Foursquare Plancast -Social broadcasting is on the rise vivek@rapleaf.com / @vsodera 7
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22. Ping potential ambassadors or influencers with special offers & incentives
23. Ping groups of friends-Ping folks that change location (via LinkedIn, etc) Case Study: Cosmetics Company -Company wanted to expand FB fan base -We identified which customers were on FB -Company sent targeted email to FB customer base to fan on FB fan page -Company fanbase grew 10,000% in weeks >50% on Facebook vivek@rapleaf.com / @vsodera 8
24. Email-to-Social: Identify Influencers Social Influencers Can Broadcast Your Message Influencers – Targets for word-of-mouth marketing campaigns Friend counts of customers Case Study: CPG -CPG interested in leveraging 'mommy bloggers' for brand equity purposes -Un-anonymized customer set (4M) -Identified socially influential 'soccer moms' -CPG reached out to influencers & had them participate in blog/Twitter campaign vivek@rapleaf.com / @vsodera 9
29. Facebook – Measure Social Media Sabermetrics -Identify your business goals -Set your Key Social Performance Indicators (KSPIs) -Develop low-investment programs that should drive KSPIs -Optimize tactics based on performance of KSPIs Standard KSPIs -Subscribers (email, RSS, or notifications) -Content consumption -Socially-indexed conversations -UGC (photos/videos/wall posts added by fans) -Pageviews -Number of fans -Number of comments/likes -Time engaged with the site -Total unique visitors vivek@rapleaf.com / @vsodera 11 *credit: Ian Schafer & Tyler Willis
31. Facebook – Make Your Fanpage Sexy Involver: vivek@rapleaf.com / @vsodera 13
32. Facebook – The New Webpage Great Examples: Traffic Email address capture form (leads) vivek@rapleaf.com / @vsodera 14
33. Facebook – Be Social Yet Professional Social Media is One Big Cocktail Party Be Professional Embrace the Community -Make it aesthetically pleasing (Involver) -Ask questions/get feedback (Brandglue) Online Offline vivek@rapleaf.com / @vsodera 15
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36. Call your fans to action (ask for comments) –Not Great: Better: “Units available here: [link]" “How important is the community environment when selecting an apartment to rent? (BTW, we've got special discounts ` on the following units: [link])" vivek@rapleaf.com / @vsodera 16
37. Twitter – Setting Up Your Page Twitter Page -Don’t tweet crap…learn from Shaq -Tweet open listings and vacancies -Alert tenants of apartment updates -Engage influencers & potential ambassadors -Beautify your Twitter page & provide contact info - Twitter Search Basic Monitoring Advanced Monitoring -TweetDeck, Hootsuite, etc. -Track/monitor your company’s mentions + competitor’s -Stream tweets from apt hunters -Radian6, Visible Technologies, etc. -Advanced analytics in monitoring your company + competitors -Sentiment analysis vivek@rapleaf.com / @vsodera 17
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39. Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP
40. Track: Periodically measure aggregate sentiment and aim to continually increase in positivityvivek@rapleaf.com / @vsodera 18
41. Foursquare This Year’s Twitter -Users check-in their location & broadcast to friends -Combines the buzz of geo + realtime -Users incentivized by points, badges, & mayor offers Distributed Marketing -Tenants check-in and broadcast to friends that they’re currently at their apt (friends likely to stop by and be exposed to apartment surroundings) -Encourage tenants to check in Mayorship -Engage and embrace loyal tenants -Offer incentives to Mayor of apt (5% off rent or reserved parking spot) vivek@rapleaf.com / @vsodera
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43. Add unique tips and to-dos for local restaurants, retailers and other venues.
44. Offer a reserved parking spot to the “Mayor” of your community.
45. Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.
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47. Get out in the neighborhood and help more businesses create their own Foursquare deals.
48. Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.
49. Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.
50. Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”vivek@rapleaf.com / @vsodera 20 *credit: Mike Whaling/30lines
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52. Moving In Comcast, Bed Bath & Beyond coupons
53. Pool party / BBQ Conditional sponsorship of food/drinks
54. Local events Email, tweet, or message tenantsvivek@rapleaf.com / @vsodera 21
55. Additional Platforms Yelp -Monitor reviews for current and existing tenants and outreach -Pro-actively upload images and content Augmented Reality -Minority Report like technology -UDR gets it Slideshare -can upload 1-2 page sales material on apartment listings -can capture leads thru embedded lead collection form: http://www.slideshare.net/business Myspace/Hi5/Bebo/Friendster/etc. -niche targeting: middle America, Latinos, African Americans, etc. vivek@rapleaf.com / @vsodera 22
71. Target Ads Based on Social Data Target: -existing fans/followers -friends of current fans/followers -existing & prospective tenants -friends of tenants -fans/followers of competitors -custom & built out segments YOUR AD HERE YOUR AD HERE vivek@rapleaf.com / @vsodera 25