If you're like most of us, you realize that having a strong social media presence is a must in today's business world. Chances are, you have a good grasp of the basics, and hopefully you are having fun while managing your brand online! Let's take your social media efforts to the next level! Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com will share the Top 5 Secrets to Make YOUR Apartment Community Stand Out from the Competition.

1. Top 5 Secrets to Make YOUR
Apartment Community Stand
Out from the Competition
Erica Campbell
Director of Social Media
For Rent Media Solutions & Homes.com
@ericacampbell

2. Agenda
• Social Signals
• Crowdsourcing
• Pinterest
• Instagram
• Facebook
• Ignition Points
– Valuable Links
• Q&A

3. Social Signals

4. 2009

5. 2011

6. 2013

8. POEM
Source: http://www.onetoomanymornings.co.uk, graphic: For Rent

9. Google Search Ranking Factors

10. Social Signal Ranking Factors
• Followers/Likes/Check- • Reputation/Authority/Influence
ins/Google+/Shares • Engagement (Klout)
• Mentions • Length of time online
• Frequency
• Topic/Relevancy

11. Polish & Promote Your Pages
•Recruit Fans
•Get a Vanity URL
www.facebook.com/username
Cross Promote:
•On Your Website
•In Your Emails
•In Your Office
•Email Signatures
•Brochures/Print
http://developers.facebook.com/docs/plugins/

12. Google Author Tag &
Social Extensions

13. Crowdsourcing &
Creating Content

14. Crowd·sourc·ing
ˈ ȯr-siŋ
krau̇d-ˈs
Getting a crowd of people to help you
with a task that used to take one person.

15. Nearly 1,000 photos
submitted

16. Branded Photos

17. Photo Contest
‘The Coolest Space in
Your Place’
Photo Contest

18. Pinterest Contest
Pin It If You
Love It
• Over 7,400 visits
to blog post
• 307 boards
created
• 3,900+ pins
• 3,900+ repins

19. Infographics

20. Pinterest

23. The Power of Pinterest

24. The Power of Pinterest

25. The Pinterest Audience

26. Categories & Board Names
Top 10 Categories on Pinterest 10 Most Popular Board Names
1. Home (17.2%) 1. For the Home (3.15%)
2. Arts and Crafts (12.4%) 2. My Style (1.97%)
3. Style/Fashion (11.7%) 3. Products I Love (1.86%)
4. Food (10.5%) 4. Books Worth Reading (1.68%)
5. Inspiration/Education (9.0%) 5. Food (1.23%)
6. Holidays/Seasonal (3.9%) 6. Favorite Places & Spaces (1.00%)
7. Humor (2.1%)
7. Recipes (0.75%)
8. Products (2.1%)
9. Travel (1.9%) 8. Craft Ideas (0.74%)
10. Kids (1.8%) 9. Christmas (0.72%)
10. Crafts (0.65%)
Source: RJ Metrics

27. Pinterest:
10 Board Ideas

28. 1. Introduce Your Team

29. 2. Showcase Your Listings

30. 3. Resident Testimonials

31. 4. Lifestyle Content
• Seasonal Boards
• Apartment Décor
– Small Spaces
– Closets
– Organization
• Recipes
• Hobbies
– Fashion/Style
– Sports
• Crafts/DIY Projects

32. 5. Local
• Cities
• Neighborhoods
• Dining Guide
• Shopping
• Nightlife
• Transportation
• Events
• Entertainment
• Schools
• Local Businesses
• Beauty/Spas

33. 6. Include Video

34. 7. Apartment Staging Ideas

35. 8. Moving Tips

36. 9. Marketing & Leasing Ideas

37. 10. Resident Event Ideas

38. Pinterest:
Image Optimization Best Practices

39. Source: RJ Metrics 2012

40. Timing of Pins
Source: Pinerly Study

41. Include a Description, Link &
Call-To-Action

42. ‘Pin It’ Button & Bookmarklet

43. Add Pricing & Hashtags

44. Creative Board Names & Captions

45. Curate Content: Run a Contest

46. 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.

47. User Insight & Competitive Intel

48. Instagram

49. Stories about
locations told through
compelling and beautiful
photographs

50. Instagram Stats
• 90 million Monthly Active Users
• 40 million Photos Per Day
• 8500 Likes Per Second
• 1000 Comments Per Second

52. 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

53. Filter Options

54. Filter Options
Before After

55. Search Users & Hashtags
• #love • #tweegram
• #instagood • #summer
• #me • #instagramhub
• #cute • #bestoftheday
• #tbt • #iphoneonly
• #photooftheday • #igdaily
• #intsamood • #fashion
• #beautiful • #nofilter
• #picoftheday • #food
• #girl • #sunset
• #igers • #sky
• #instadaily • #fun
• #iphonesia • #instamood
• #follow • #instagramers
• #happy • #lol
Source: http://web.stagram.com/hot

56. Engage With Users

58. 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

60. 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

61. Curate Content
Nearly 1,000 photos
submitted

62. Curate Content

63. Instagram Facebook App

64. Instagram Resources

65. Brands to Follow for Inspiration
• Red Bull • Gucci
• Nike • Mashable
• Michael Kors • Starbucks
• HGTV • MTV
• Pottery Barn • Puma
• Tory Burch • American Express
• Nordstrom • W Hotels
• Ann Taylor • ESPN
• Tiffany & Co. • ADIDAS
• Sharpie • Burberry
• Patagonia • Levi’s

66. Facebook

67. Source: Hubspot

68. Use Creative Cover Photos

69. FRSocial: Cover Photo &
Welcome App

70. Use Milestones for Storytelling

71. Create Photo Albums

72. Memes

73. Branded Quotes

74. Encourage Interaction

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

76. Create Branded Fill-In-The-Blanks

77. Ask Questions
Posts that end
with a question
have a 15% higher
engagement rate.

78. ‘Pin’ A Post

79. Star Stories

80. Ignition Points

81. Favorite Photo Tools

82. 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. Crowdsource content.
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.

83. Valuable Links
• Using Visual Social Media To Tell Your Story:
http://bit.ly/TyYDGj
• Are You Pinterest-ed In a Business Page?:
http://bit.ly/WM2mPE
• Using #Instagram for Your Community:
http://bit.ly/10SbgBF
• Learn Effective Strategies on Pinterest {White Paper}:
http://bit.ly/Vs5yAp

84. Follow Me

85. Q&A